Principles of Marketing (MGT301)                                     

Spring, 2019
GDB No. 1
Due Date: May 29, 2019.
Total Marks: 10
Weightage: 04
Topic:“Understanding Marketing and Marketing Process”
NOTE: There is no grace period in case of GDB
 
Learning Objective:
 
The main objective of this activity is to acquaint students with the basics of marketing mix
concept.
 
Learning Outcomes:
 
After attempting this assignment students’ vision will be widened enough to tackle and formulate
marketing mix strategies for an organization that is keen to extend its brand portfolio.
 
Background:
 
RoohAfza, (a renowned energy drink) is a product of Hamdard Pakistan. It is considered to be
iconic and national drink that is commonly served in majority of the houses across Pakistan and
also beyond border. The consumption of Roof Afza reaches at peak during Ramadan and in
summers as, its cooling effect instantly quenches the thrust.  Due to its vigorous ingredients, it
gives the body instant freshness and soothing affect. There are several ways in which Rooh Afza
is commonly served such as; it is excessively consumed by kids while mixing in milk and
yogurt. It is also consumed in making ice creams and other sweet dishes.
 
The Case:
 
RoohAfza has recently make an addition in its product line and introduced a frizzy red drink
named as “GO”, which is a carbonated version of RoohAfza. At the moment, Rooh Afza Go will
be served to the passengers of Pakistan International Airline (PIA). Rooh Afza Go is launched
right before the beginning of Ramadan which is indeed a very perfect and timely decision made
by Hamdard. While thinking of carbonated drinks few names suddenly pop up in our mind such
as Dew, Coca Cola, Fanta, Pepsi etc. Now the question is that “How will Rooh Afza Go will
compete with these highly remarkable and renowned fizzy drinks?” As Jam-e-Shirin (which is a
major competitor of RoohAfza and produced by Qarshi Laboratories) had also launched its
carbonated drink but its taste did not hit success among target market therefore, Qarshi stopped
producing it. At the moment, the most demanding drink in this category is Pakola, which is
competently serving its consumers through both carbonated and non-carbonated drinks.
 Introducing “GO” initially to the PIA passengers, Hamdard is probably testing the demand and
likeability of this new variant. Hamdard did not advertise this new variant through any media as
yet. Considering this fact, this new variant needs to be properly advertised in order to hit the
marketplace and being successful.
 
Requirement:
 
Being a student of Principles of marketing, you are required to suggest the probable marketing
mix(4Ps) for “GO” by RoohAfza so that it may hit success within the consumers. Provide your
answer in detail.
 
Reference:
 
https://www.hamdard.com.pk/
 
Marking Scheme:
 
The total marks of this GDB are 10. Avoid irrelevant text/material while answering the question.
 
Student’s Guide
 
 Keep your discussion with the mentioned scenario and irrelevant answers and material
will not be graded. 
 Do not copy/paste the text/paragraphs from the reference links.
 Be careful from those blogs who are promoting cheating culture among our students and
killing their creativity and critical thinking. Answers copied from such blogs will be
straightaway marked as zero. Similarly any relevant or irrelevant material copied from
internet sources will get the same treatment. It can seriously damage your grades.
 
*Note:
 
For acquiring the relevant knowledge, do not rely only on handouts but also watch the course
video lectures and read additional material available online or in any other mode.
 
Important Instructions:
 
 Your discussion must be based on logical facts.
 The GDB will open and close on above specified date and time. Please note that no grace
day or extra time will be given for posting comments on GDB.
 Use the font style “Times New Roman” and font size “12”.
 Your answer should be relevant to the topic i.e. clear and concise.
 Do not copy or exchange your answer with other students. Two identical / copied
comments will be marked Zero (0) and may damage your grade in the course.
 Books, websites and other reading material may be consulted before posting your
comments; but copying or reproducing the text from books, websites and other reading
 materials is strictly prohibited. Such comments will be marked as Zero (0) even if you
provide references.
 You should post your answer on the Graded Discussion Board (GDB), not on the
Moderated Discussion Board (MDB). Both will run parallel to each other during the time
specified above. Therefore, due care will be needed.
 Obnoxious or ignoble answer should be strictly avoided.
 You cannot participate in the discussion after the due date via email.
 Questions / queries related to the content of the GDB, which may be posted by the
students on MDB or via e-mail, will not be replied till the due date of GDB is over.
 For planning your semester activities in an organized manner, you are advised to view
schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course
website on VU-LMS.