Mid-Term Assignment

Semester: Summer: 2020

Course Code: MKT 661/6161; Course Title: Consumer Behavior
Section: C

Submitted to:

Shayala Yesmin

Senior Lecturer
Southeast Business School

Submitted by:

Redwanul Kabir Digonta

ID: 2020010004119
Batch: 35
MBA (1 YEAR)
Submission Date: 1st September, 2020
Program: Friday MBA

Name: Redwanul kabir digonta

 Id: 2020010004119

Sec: C

Batch: 35th

1. Find two advertisements that depict two different defense mechanisms and discuss their
effectiveness?

Answer: Given below the advertisements that depict two different defense mechanisms and discuss
their effectiveness:

Himalaya facewash:

It shows defense mechanism that is depression. This shows a girl very depressed because of a
pimple on her face and she tries to hide it with glasses, hair and finally she tries to lock herself in her
room which shows how depressed she was.

Effectiveness:

This add proved to be quite effective as girls with acne and pimples had mostly relatable condition.
So, their target customers (girls having pimples) were attracted to the product after watching the
ad.Racial stereotype is one of the traditional myths which have affected the society since decades all
over the world. We cannot deny the fact all forms of media have significantly contributed in
reemphasizing such beliefs. Advertisements have no exception. Indian media and commercials also
give lot of prominence to fair and clean skin tones. Thus the strong persuasive nature of
advertisements plays pivotal role in shaping the opinion of people. the fairness commercial
persuades society’s opinion about racism, obsession for fair skin, and fascination to fair skin, as the
stereotype ads portrays fair skinned people as a personality with confidence, smartness, highly
influential, magnificent and elegant outlook, etc. These types of advertisement affect the society
too much which leads girls to depression.

Ariel's 'Share The Load':

In Ariel's 'Share The Load' ad, a father watches his daughter juggle work and household chores. After
introspecting his own role at house, he tries to bring a positive change in the family.

He agrees to share laundry duties with his wife - this ad is a perfect challenge to gender stereotypes
in our society. Back when it all began, 2 out of every 3 women felt there was inequality between
men and women in the home.At the same time, 76% of men believed that laundry is a woman’s job.
Then along came Ariel’s first entry in the #ShareTheLoad saga, and In India, 2 out of 3 children
believe that household chores are mum’s job, reflecting the gender dynamics of tasks related to
housework they saw at home. Through the years of a child’s life, stereotypes become part of their
reality, and the laundry room becomes mum’s domain. Children learn by example, so the inequality
they see in the home will be repeated in their adult life and passed down to their children as well.

In the heart-warming film, we listen to a father’s apology to his daughter. He didn’t set a good
example for his children, but he sees a way to make a difference with one little change. This the
projection mechanism.

Effectiveness:

Who would have thought a laundry detergent brand would go on to burst stereotypes surrounding
women and their responsibilities adhering to societal norms. Ariel has been unearthing the reality of
inequality within households since 2015 with #ShareTheLoad. With the thought process to address
equality, aspiring for happier households where men and women share the load equally, Ariel
weaved its novel insight in the form of series of digital films raising pertinent questions that made
the audience think, introspect and act.Later in 2016, with ‘Dads Share The Load’ movement, the
conversation was aimed at unearthing the reason for the disparity, which is the cycle of prejudice
passed down from one generation to the next. Cut to 2019, when Ariel set out to reignite
conversations on household inequality, this time focusing on the ‘gharka beta’ with Sons
#ShareTheLoad, we could not help but traverse through the campaign journey which is no less than
a monumental one. It has huge impact on society to change their view towards household chores.

2. Identify the four long term marketing positioning strategies that an organization might strive for.
If you were establishing a new catering business ,which of the positioning storages might your
pursue? Why? Explain in detail?

Answer: In order to market your product or service, it is imperative that you tailor your marketing
and sales efforts to specifically reach the segment of population that will most likely buy your
product or service. It is critical that you first determine or clearly identify your primary market. Your
energies and funds then can be spent more efficiently. If you don’t know who your customers are,
how will you will not be able to assess whether you are meeting their needs. Since success depends
on being able to meet customers’ needs and desires, one must know who your customers are, what
they want, where they live and what they can afford.

A good positioning strategy is influenced by:

1. Market profile: Size, competitors, stage of growth

2. Customer segments: Groups of prospects with similar wants & needs

3. Competitive analysis: Strengths, weaknesses, opportunities and threats in the landscape

 4. Method for delivering value: How you deliver value to your market at the highest level Types of
Markets

A market is simply any group of actual or potential buyers of a product. There are three major types
of markets:

1. The consumer market. Individuals and households who buy goods for their own use or benefit
are part of the consumer market. Drug and grocery items are the most common types of consumer
products.

2. The industrial market. Individuals, groups or organizations that purchase your product or service
for direct use in producing other products or for use in their day-to-day operations.

3. The reseller market. Middlemen or intermediaries, such as wholesalers and retailers, who buy
finished goods and resell them for a profit.

IDENTIFYING YOUR MARKET:

Here are three steps to follow when identifying your market:

A) Identify Why A Customer Would Want To Buy Your Product/Service

B) Segment Your Overall Market
C) Research Your Market

Making an effective catering marketing plan is essential for the health of any food-based business.
According to a small business marketing survey by Clutch, 47% of owners take a DIY approach to making,
promoting, and improving on their brand. In order to do this catering business owners need to have a
solid plan of attack. This is especially true for those with limited marketing budgets, which is considered
small to nonexistent by industry standards. With the right tools and strategy in place, you’ll be able to
make and execute a highly effective catering business.

6 steps for creating a catering business:

Set Marketing Goals:

For catering businesses, exposure is key. But exposure can be hard to measure, especially if you
aren’t currently using an intelligent business management platform. Instead, focus your marketing
goals on what you can easily record, monitor, and assess. Following this philosophy, most catering
businesses successfully use sales targets to determine their marketing goals. Calculate how much
you currently make per week, on average. Go back as far as possible to get an accurate picture. Then
set both long and short term income goals. As long as you keep them realistic, these goals should
help guide your plan.

Find Your Target Audience

 Everyone likes food, right? While that’s mostly true, a catering business has to be cautious when it
comes to how they spend their marketing budget. Trying to attract anyone and everyone with your
marketing is a sure fire way to waste your precious resources.

Determine Your Competitive Advantage

Every business should have that “wow” factor that helps them stand out from the crowd. It’s no
secret that the competition is fierce in the food industry. But how you choose to define your
business will go a long way towards creating your catering marketing plan.

Consider Local Marketing

Small business owners should always consider the customers they can appeal to in their very own
neighborhoods. When referring to local marketing, we mean both digital and offline campaigns.

Refresh Your Catering Brand

If your catering business has been around for awhile it might be time to take another look at your
brand. Your overall image might have leaned on certain messaging in the past. But now that your
catering business has grown and improved, your branding should follow suit.

Establish a Marketing Budget

For caterers and other small business owners, it’s a tough call. Your marketing budget has to include
what you spend on day-to-day advertising (like paid social media posts) as well as long term campaigns.

Explore catering marketing ideas:

• Join Professional Catering Associations.

• Team Up with Content Creators.

• Monitor Online Review Sites.

• Add Your Company to Online Directories.

• Use Social Media.