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SM

Assignment# 2
Submitted to: Sir Akram Khan Shahani

Submitted by: Musab Asif

Q1) Analyze product offerings of Procter and gamble in


terms of width, depth and consistency.
Beauty & Care
Cosmetics:
Cover
Girl
Max
Factor
Olay
Deodorant:
Old Spice
Secret
Sure

Food &
Beverage
Crisco
Folgers
Jif
Millstone
Olean
Pringles
Sunny
Delight
Tender
Leaf Tea
Hawaiia
n Punch

Health Care
Gastrointestinal
:

Laundry /
Cleaning
Bleach:
Biz

Baby, Feminine
& Family Care
Baby Diapers:
Luvs

Metamucil
Dish Care:
PeptoBismol

Cascad
e

Pampers
Feminine
Protection:

Align
Dawn

Always

Ivory
Dish

Tampax

Prilosec
Incontinence:

Whisper
Attends

Joy
Naturella

Fragrances:
Giorgio
Beverly
Hills
Hugo
Boss
Old Spice
Red
Air Freshener:
Febreze
Hair Care:
Head &
Shoulder
s
Herbal
Essence

Oral Care:
Crest

Salvo
Tissues/Towels:
Hard Surface
Cleaners:

Bounty

Fixodent
Comet

Charmin

Mr.
Clean

Puffs

Gleem
Scope

Royale
Oral-B
Respiratory
Care:
DayQuil
NyQuil
Vaporub

Spic &
Span
Swiffer
Viakal
Laundry:
Bold

Dodot

Pantene
Pert Plus
Vidal
Sassoon
Rejoice
Aussie

Vicks

Bounce

Vitamin C
drops

Cheer
Downy

Fertility Testing:
Era

Skin Care:
Camay
Ivory
Clearasil
Noxzema
Olay
Gillette
Safeguar
d
Zest
SK-II
Braun

Clearblue
Gain
Tide
Dryel
Ariel
Dreft
Lenor
Era
Fairy
Dash
Daz
Bonux
Ace

Q2) Do an Attributes & Marketing Segment Positioning for


the fast food industry.

Elaboration:
Kids are mostly concerned about the taste and complimentary gifts that they get with the food.
Or they would want to eat from a place where there is a play area. Kids are not concerned about
the Quality and Price of the food since they dont have to pay for it.
Teens are attracted to the economical food available because they have to pay for it themselves
from their own pocket money which is never sufficient for them. And they are also concerned
with the food dcor, aroma and temperature of the food, it should be cooked to perfection so they
can elicit their dollars worth. They mostly want to be served with hot and fresh Fast food.
Families are likely to have Fast food that is easily available to them. And they prefer Fast food
from such places where they can take their children along.

Adults are always concerned with the quality of food and how it is prepared, the ingredients used
in that food and hygiene factors are a matter of utmost concern for them. They have no issues
compromising on price and availability of the fast food in exchange for quality.

Q3) Do a brand growth strategy for Starbucks Cafe.


New Brands Strategies:

Starbucks can start a new Bottled/Canned coffee brand that would be readily
available at not only Starbucks franchises but also in super markets, since
they are into coffee business they can also start a brand for coffee
equipment optimized for efficient performance since they understand the
core business needs. Lastly they can introduce a mineral water brand as
well.
Brand Extension Strategies:
1) Starbucks Instant Coffee: Served in packing at Starbucks and retail
stores in mild, medium, bold & extra bold flavors.
2) Starbucks Liquor: Combination of coffee and premium spirit sold at
restaurants, bars and liquor shops.
3) Starbucks Canned Coffee: Espresso and/or cold coffee sold at
Starbucks and retail stores.
4) Starbucks Ice-cream: Comes in bars and jars (economy pack for family)
with several flavors to choose from.
5) Starbucks Visa Card: Makes it easier for customers to purchase and
with flexible payment options.
Line Extension Strategies:
Starbucks can introduce traditional Chinese herbal tea and typical Asian
Chaye in their existing brand of Teavana, they can start serving cocktail
smoothies as well to their customers as they have very limited flavors for
smoothies.
Fighting/Flanker Brand Strategies:
Starbucks can introduce cone ice-cream to compete with mcdonalds and
they can also revive their trademark traditional breakfast menu items like La
Boulange to maintain an upper hand in breakfast time customers since they
already have the advantage of brand positioning i.e. Starbucks is known as
the 3rd place between home n office.