MGT301 - Principles of Marketin (GDB) NO.3 Solution Last DateFebruary 11, 2014

[vuassignments]

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MGT301 - Principles of Marketing Graded Discussion Board NO.3 Solution and Discussion Fall 2014

· In-depth understanding of promotion strategies

· Applied case will help students to learn these concepts in real time scenarios

Learning Outcomes:

· After attempting this activity, students will able to differentiate between different promotions strategies

· Students would become able to analyze the strategic situation in a better way and create a link between theory and practice


Instructions to attempt GDB:

· Do not copy information from internet as it is not required.

· Attempt the GDB by yourself and it will be entertained positively.

· Answer should be relevant and do not copy/paste from any website otherwise it will be marked zero.

· Case is opinion based so provide your best output with justifications

· GDB received after the due date will not be considered

THE CASE

EBA & Co. has started a new distribution setup in North Punjab. Company has decided to introduce new brand of cooking oil and signed formal agreements with different oil mills in that area. Competition is intense in this sector, there are so many companies are working in this area and consumers are well aware of the quality and price of the product. Marketing Manager Mr. Ibrar is worried about initiation of business operations because the margins of profit are squeezing and competition is intense. He consults an experienced distributor and also visited market for data collection to start this venture. After this information seeking phase, Mr. Ibrar realizes that retailer is playing the most affective role in consumer purchase decision at the time of purchase. On the other hand, consumers are not aware of this new brand, and intensive advertising campaign is required to create awareness. At this introductory stage, it is not feasible for the business to invest this huge amount of money, because risk is high and resources are scarce.

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On the other hand, retailers are least concerned with the product. They are more interested in the retail margin (profit), and they usually encourage customers to purchase those brands which have relatively more margin than other brands.

REQUIREMENT:

1. You have learned above discussed strategies in this course, so you are required to name both strategies used in this case. (10 marks)
2. In this situation, what you suggest Mr. Ibrar to opt for? Either go for increase in retail margins and give incentive to the retailer or initiate an advertising campaign for this new brand? (10 Marks)Learning Objective:

· In-depth understanding of promotion strategies

· Applied case will help students to learn these concepts in real time scenarios

Learning Outcomes:

· After attempting this activity, students will able to differentiate between different promotions strategies

· Students would become able to analyze the strategic situation in a better way and create a link between theory and practice


Instructions to attempt GDB:

· Do not copy information from internet as it is not required.

· Attempt the GDB by yourself and it will be entertained positively.

· Answer should be relevant and do not copy/paste from any website otherwise it will be marked zero.

· Case is opinion based so provide your best output with justifications

· GDB received after the due date will not be considered

THE CASE

EBA & Co. has started a new distribution setup in North Punjab. Company has decided to introduce new brand of cooking oil and signed formal agreements with different oil mills in that area. Competition is intense in this sector, there are so many companies are working in this area and consumers are well aware of the quality and price of the product. Marketing Manager Mr. Ibrar is worried about initiation of business operations because the margins of profit are squeezing and competition is intense. He consults an experienced distributor and also visited market for data collection to start this venture. After this information seeking phase, Mr. Ibrar realizes that retailer is playing the most affective role in consumer purchase decision at the time of purchase. On the other hand, consumers are not aware of this new brand, and intensive advertising campaign is required to create awareness. At this introductory stage, it is not feasible for the business to invest this huge amount of money, because risk is high and resources are scarce.

On the other hand, retailers are least concerned with the product. They are more interested in the retail margin (profit), and they usually encourage customers to purchase those brands which have relatively more margin than other brands.

REQUIREMENT:

1. You have learned above discussed strategies in this course, so you are required to name both strategies used in this case. (10 marks)
2. In this situation, what you suggest Mr. Ibrar to opt for? Either go for increase in retail margins and give incentive to the retailer or initiate an advertising campaign for this new brand? (10 Marks)

[Vuhelper]

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Advertising is the only medium you can control – if you want your message to hit on the day a product launches or event is about to happen, this is the only vehicle you control completely.
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