ASSIGNMENT ON

MARKETING ENVIRONMENT

SUBJECT: MGT301
SUBMITTED BY :
NAME :RUBAB ZAHRA

ROLL NO: 400560

SUBMITTED TO:
PRO. RIZWAN SALEEM
DEPARTMENT OF INFORMATION AND
TECHNOLOGY
Question:
Sapphire is a Lahore based fashionable clothing brand in
Pakistan that offers readymade, unstitched and haute
couture clothing which is considered as highly sought
after within the country with millions of loyal customers
across Pakistan and abroad. This brand has achieved
height of success because of its exclusivity, trendiness,
uniqueness and superior quality fabric. Other than just
focusing on revenue generation this brand has an aim of
improving the environment by making it free from plastic
pollution. As, after oil and gas sectors, fashion and retail
industries are the second largest plastic polluter across the
globe. Having said this, Sapphire has introduced
biodegradable bags that are infused with plant seeds in
them. After using, the customers can tear the bag into
small pieces and plant those pieces in soil for the seeds to
germinate and contribute to making the environment
greener and pollution free. This incredible idea
significantly amplified the fame of Sapphire among its
target customers. Moreover, this initiative earned the
brand huge word-of-mouth publicity and resulted in
appreciation from people belonging from all walks of life.
The exposure of this remarkable initiative over Instagram,
Facebook, via bloggers and in-store advertising
tremendously increased the brand equity of Sapphire.
Indeed, the initiative is considered as one of the best
marketing campaigns ever run by any company in the
history of Pakistan
Requirement:
After reading above case, you are required to answer
below questions:
1) Which one of the following “Marketing Orientation
Philosophies” you think Sapphire has adopted as per the
given scenario?
a. Production concept.
b. Product concept.
c. Selling concept.
d. Societal marketing concept.
Solution:
reduce the pollution on the earth due to global warming and it will make the sapphire brand more
Sapphire adopted “societal marketing concept” in the given scenario because it will help to
famous .

This concept is used because ,This is a relatively new marketing concept. While the societal
marketing concept highlights the needs and wants of a target market and the delivery of better
value than its competitors, it also emphasizes the importance of the well-being of customers
and society as a whole (consumer welfare or societal welfare).

The societal marketing concept calls upon marketers to build social and ethical considerations
into their marketing practices. They must balance and juggle the often conflicting criteria of
company profits, consumer want satisfaction, and public interest.
The other concepts are not used due to the following reasons.

Reasons:
1. The production concept
.The production concept is based on the approach that a company can increase supply as it
decrease its costs .
 2. The product concept
This concept works on an assumption that customers prefer products of
greater quality and price and availability doesn’t influence their purchase decision.

3. The selling concept

The selling concept highlights that customers would buy a company’s products only if the
company were to sell these products aggressively.

2) What kind of other benefits you think Sapphire could

achieve by adopting this marketing orientation
philosophy?
 It helps to build a better image for the company.
 It gives a competitive advantage over the competitors.
 Useful in customer retention and long-term relationships.
 Increases sales and market share.
 Facilitate expansion and growth in the long ter
 Products and company policies should prioritize social welfare and society in general.
 Economic resources are properly used.
 Societal marketing raises the living standard of people in society.
 It ensures economic planning more significant and more fruitful to society.
 This concept helps to maximize profits for the organization and creates a long-term relationship
with customers.