Marketing Management

MID TERM

NAME: NOSHABA KASHIF

St.ID: 64431
Course.ID 104431
INSTRUCTOR: Dr. Usman
DATED: 09-July-2020
CAMPUS: NORTH
 Q2 (A)
Does the marketing concept imply that marketers should confine themselves only to those needs
and wants that consumers say they want to satisfy?

From my point of view, it is not possible to do so.

Innovation is the key substance in marketing to move forward. It develops business through
which businessmen prosper. Most useful new products or services are created by the
imaginations and development work. Because people do not buy products and services they
buy solution. And they have even no idea that the new product can make them more satisfy.

For example, the launch of mobile phone has satisfied the customer’s wants. Have they (consumer) ever
thought about the present features of smart phones. Now they are much more satisfy with all features
of PC on their laps.

Q2 (B)

BCG MARTIX:
BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic position of the
business brand portfolio and its potential. It classifies business portfolio into four categories based on
industry attractiveness (growth rate of that industry) and competitive position (relative market share) .

BCG MARTIX OF UNILEVER

Star:
Sunsilk is one of the successful personal care brands of Unilever co. Sunsilk having high visibility in the
market and strong demand, therefore, it is Stars in the BCG matrix. The shampoo market
in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still leading with a 50% market share and
exponential growth.

Dog:

Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couple's relationship. Sindh is a land
renowned for its strong traditions and culture. But Unilever has failed to get as much market share and
growth of it. Pearl Dust, is the dog product of unilever with an estimated market share of six to seven
percent (Source: PTA, 2014).

Q2(c)

Diversified company with a balanced portfolio can use its strengths to truly capitalize on its growth
opportunities when:

The balanced portfolio has:

stars whose high share and high growth assure the future.
cash cows that supply funds for that future growth.

question marks to be converted into stars with the added funds.

Example:

ASSET CLASS % BREAKDOWN

Cash 2%
Stocks 83%
Bonds 15%
TOTAL 100
Q2(d)

Ansoff Matrix

It is a strategic tool that provides a framework to help executives, senior managers, and marketers
devise strategies for future growth
There are four main categories for selection:

• Market Penetration

• Market Development

• Product Development

• Business Diversification

ADD 1:
In this add Engro foods has multiple products, from my point of view, it lies in the product Development
(existing markets, new products). it may involve modification of an existing product or its presentation,
or formulation of an entirely new product that satisfies a newly defined customer want or market niche

ADD 2:

In this add honda marine proven is a 4-stroke outboard motors from 2 to 250 hp, from my point of view
it lies in Market Development because it is a growth strategy that identifies and develops new market
segments for current products.

ADD 3:

Honda city cars is already existing, from my point of view, it lies in the Product Development, Because
of existing market and new product and market, so it will be occurs when a company enters or
penetrates a market with current products

Q3b. Beyond evaluating current businesses, designing the business portfolio involves finding future
business and products the company should consider. Using the product/market expansion grid, prepare
a list of new business and product ideas for one of the following companies. a) Sony, (b) Kodak, (c) HP,
(d) BMW, (e) Dell. Be sure to cover all the cells/quadrants in the grid. And which Business level strategy
you will apply and why?

Sony is an electronic company whose main products are Audio and Video Electronics. Sony
Corporation’s product mix is comprised of various products targeted towards different market
segments. Sony sells products, and services globally,
Market Penetration

Sony penetrate its market by a range of products includes; televisions, computers, DVD players,
Stereos, memory devices, video game systems, digital cameras and lithium batteries.

Market Development

Sony Corporation uses market development as a supporting growth strategy. They grow by
entering new markets or market segments in implementing this intensive strategy. For example,
Sony make a joint with Ericsson. Sony Ericsson has always maintained quality and differentiation
in its products while expanding into new markets and making its brand known worldwide. Theyt
invests in research and development so as to develop new products that will satisfy its
customers.

Product Development

Product development is applied as a secondary intensive strategy to grow Sony’s business. For
example, Sony continues to innovate its gaming products, which are a key growth driver that
outperforms competitors. Sony’s innovation efforts ensure that novel and unique products
features are emphasized.
Business Diversification
Business Diversification’s implication has decreased in the case of Sony. Because of Sony’s
decision to focus on fewer products. These products have the highest competitive advantage in
the product mix. For example, the company now focuses on three main businesses: (1)
Devices, Game and Network Services, (2) Pictures, and (3) Music. The generic strategy of
differentiation is applied in this intensive strategy in terms of using product uniqueness to create
competitive advantage necessary to grow Sony’s core businesses. This intensive growth
strategy leads to the strategic objective of finding new business opportunities to expand the
company.

From my point of view Differentiation Business Strategy should be apply because the segment
where Sony is working is one of the most modern segment in the present era of digital
technology. As much as they differentiate themselves they may get more profit

Q3 (a)

Assume that you are the marketing manager for a cosmetics company that has just developed a new
line of male cosmetics. The cosmetics are invisible on the skin, reduce aging lines significantly, and
provide some protection from the sun. Using the major segmentation variables (market segmentation)
for consumer markets. Construct a brief profile of three market segments you suspect might be
interested in this new product line. Explain your profiling procedure.

Cosmetics Market by Category (Skin & Sun Care Products, Hair Care Products, Deodorants, Makeup &
Color Cosmetics, Fragrances) and by Distribution Channel (General departmental store, Supermarkets,
Drug stores, Brand outlets)
COSMETICS MARKET SEGMENT:

Product Fairness and Face wash

Product category Personal care
Geographic segmentation Karachi, Lahore, Islamabad
Demographic segmentation 18 years to 45 years
Psychographic Segmentation People of Asian countries have keen interest of whitening or skin
toning products
Gender both men and women
Social Class Socio-economic class of middle lower of above
Available in sachet/bottles
User status regular
Loyalty Strong
Attitude High involvement
Q2A. Does the marketing concept imply that marketers should confine themselves only to those
needs and wants that consumers say they want to satisfy?

From my point of view it is not possible to do so.

Innovation is the key substance in marketing to move forward. It develop business through
which businessmen prosper. Most useful new products or services are created by the
imaginations and development work. Because people do not buy products and services they buy
solution. And they have even no idea that the new product can make them more satisfy.

For example the launch of mobile phone has satisfy the customer’s wants. Have they (consumer)
ever thought about the present features of smart phones. Now they are much more satisfy with all
features of PC on their laps.

BCG MARTIX
BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic
position of the business brand portfolio and its potential. It classifies business portfolio into four
categories based on industry attractiveness (growth rate of that industry) and competitive
position (relative market share).
BCG MARTIX OF UNILEVER
Star
Sunsilk is one of the successful personal care brands of Unilever co. Sunsilk having high
visibility in the market and strong demand, therefore, it is Stars in the BCG matrix. The shampoo
market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still leading with a
50% market share and exponential growth.
Dog

Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couple's relationship. Sindh
is a land renowned for its strong traditions and culture. But Unilever has failed to get as much
market share and growth of it. Pearl Dust, is the dog product of unilever with an
estimated market share of six to seven percent (Source: PTA, 2014).

Balanced Portfolio

A balanced portfolio is an investment that combines stocks and bonds. Stocks are the growth
engine of the portfolio and allow us to become part owners of companies. Bonds are in the
portfolio to manage the risks of the stocks and stock markets.