UNIVERSITY OF LAGOS DEPARTM OF BUSINESS ADMINISTRATION - MSc. MARKETING 2013/2014 FIRST SEMESTE EXAMINATIONS, COURSE T PROMOTION COURSE COD! BUS 844 TIME ALLOWED: INSTRUCTIONS: - ANSWER THREE (3) QUESTIONS. Ensure you answer ONE (1) QUESTION from each SECTION, = Indicate your Names and Matric, Number in the spaces provided. 1 Hour 45 Minutes NAMES:...0. seotieegsseascesticseauity MAT. Now... SECTION A- THE HANSEN BATHROOMS CASE Hansen Bathrooms is a producer of baths, washbasins and toilets. The company has been in the bathroom business for over 50 years and while sales have never been spectacular, the company has managed to withstand the impact of several economic recessions by prudent cash management. Experts in the industry describe Hansen as a traditional, reliable producer that tends to follow market trends rather than lead. As a response to changing times, Hansen recruited a 30 year-old marketing director, Rob Vincent, and a 25 year-old assistant, Susan Clements. Rob’s responsibilities include making suggestigns for new bathroom designs, formulating promotion, place and pricing strategies, although the final decisions (except for day-to-da are taken by the board of directors, which is headed by Karl Hansen, the son of the founder of the company. Rob Vincent and Susan Clements have been in post nearly two years and, at times, have found the work frustrating because of the board’s tendency towards conservatism. However, an exciting development rekindled their enthusiasm. A technologist at the company had developed a special coating that could be applied to all bathroom items (baths, toilets, washbasins and tiles). The coating contained an agent that dispersed usual grime and grease that accumulated in baths and basins, ete. Susan Clements commissioned a market research study which showed that people cleaned their bathroom fittings on average once every two weeks and it was one of the most unpopular household chores. The coating made this unnecessary. Product trials with a prototype bathroom incorporating the new coating showed that cleaning could easily be extended to once every three months. Respondents in the test were delighted with the reduction in workload, Hansen sought and obtained a patent for the new coating. Rob felt sure that the board would approve the launch of a new bathroom range using the new coating and was pondering what promotional decisions to make. However, before making a final decision he thought he ought to consult Susan given her experience the field of marketing communication. abSECTION: A Assuming you are Susan: Di: b. Identify and describe briefly the basic components of the communication system and state their marketing implications to Hanson Bathrooms. c. Enumerate any five criteria that be ean be used to compare promotional elements. inguish between the concepts ‘promotion’ and ‘marketing communication’. a. Briefly describe the role of promotion in the marketing mix. b, (i) Enumerate the explicit promotional elements Rob ean choose from. (ii) [temize and discuss briefly any six factors Rob has to take into consideration in order to determine the promotional tools to use for Hansen Bathrooms? products. | SECTION: B 3. a, In many Seandinavi centered on parents while, contrarily, Nigerian system and laws permit such an economies promotion of under-aged children are advertisement and other promotional tools to focus on the under-aged attention. Vy the, essence of Nigerian system. in promotion is a question societal values and market dust b, Issues of eth behaviours, di ss. 4. Using both Innovation-adoption and Communi and operations of the models to engender pos decisions for goods. ation models, show the modality ive influence on consumers’ 5, Based on FMCG sector, advise a typical Sales Manager on effective use of the following tools: i, Consumer sales promotion b ii, Trader sales promotion iii, Pulling strategy iy. Publicity.