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Faculty of Higher Education

Assignment Cover Sheet

Unit Code HI5004

Unit Name Marketing Management

Your campus and class

Melbourne
(e.g. M2)
Your Lecturer Sudhir Lal

Assignment Number Tutorial Assignment 2

Is this a Group or If Group, state your group number Individual_________

Individual assignment

Due Date 19th June, 2020

Declaration

We certify that:
1. This assignment is our own work. We have acknowledged and disclosed any
assistance received in its preparation and cited all sources from which data, ideas,
words (whether quoted directly or paraphrased) were taken.

2. This assignment was prepared specifically for this unit only.

3. The reference list is truthful and accurate and in Harvard referencing style.

Table of Contents
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Question 1....................................................................................................................3

Question 2....................................................................................................................3

Question 3....................................................................................................................4

Question 4....................................................................................................................5

Question 5....................................................................................................................6

References...................................................................................................................8
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Question 1

P&G provides a testament to all the mothers around the globe who provide constant
support and motivation through the daily grind to children becoming an athlete for the
Olympics. The company focuses upon every-day people and their experiences and it
shows how throughout our lives, our mothers are the sole support which enables us
to grow and prosper into successful human beings (Marketing, 2020).

By implementing the Thank You Mom campaign, P&G were able to allocate a
positive brand perception as the consumers tend to position the company as one
that is supportive in every aspect of their life and the brand equity also increases.
The consumers can form a brand-self connection with P&G, as they think of the
brand as a part of the self. P&G thus benefited from the image of brand creativity
and thoughtfulness which enabled this advert to be highly successful (Marketing,
2020).

The video evokes highly sentimental emotions in me as they make me recall of the
times my mother has supported me through the thick and thin of life. The scene
where the mother is cheering for her son made me recall the time my mother
cheered for me in a debating competition. P&G has created relatable scenarios
which made me feel highly sad for any times when I have not appreciated my mother
for all that she has done for me, because all my prosperity in my life is because of
her, as reminded by the advertisement (Marketing, 2020).

Question 2

The target customer of this product is kids from the age of 3-12, for whom the
colorful and innovative bottles are designed so that their attention may be captured
along with parents, mothers and fathers who are looking to inculcate healthy habits
in their children. The product is also suitable for children suffering from conditions
such as Autism and Polycystic Kidney disease whose main medicine is water. The
product is designed in colorful designs and attractive animations where they have a
pet which grows each time they drink water from the bottle, which captivates the
attention of children and enables them to drink more water (Gululu, 2020).
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This product will be a success because it provides interesting animations of a pet

which grows each time the child drinks water which is highly attractive to children.
The characters may visit one another when two bottles are placed together which is
highly innovative and most likely to amaze the children. This feature allows children
to indulge in friendships where they put their bottles together and explore the bottle
with each other. The bottle is helpful in the formation of healthy habits in children
which will be appreciated by parents and the children will be amazed with the new
innovation which will allow them to drink water efficiently. It is essential to make sure
that children have a highwater intake as it is vital for their personal nutritional intake.
Children suffering from problems like Autism and other situations are the most likely
to benefit from this bottle because water is the primary remedy to their problems and
a bottle which enhances their water intake is extremely necessary to their wellbeing.
Hence, this product will be a success (Gululu, 2020).

Question 3

Pricing objectives help the company to obtain advantage in attracting audiences and
gaining a profit advantage over its competitors (Faith and Agwu, 2018). A successful
pricing objective implementation along with a good pricing strategy will allow the
company to become highly successful and effective in its procedures. However, the
pricing objective followed Agatha’s Inc. in a market where there is intense
competition from 5 other companies. The companyshould focus on pricing objectives
which help obtain high profits and compete with its competitors successfully (Faith
and Agwu, 2018). However, a sales-oriented approach where the focus would be to
increase growth in the market share. This would allow the company to obtain a
higher percentage of the market occupied by its competitors and it would allow
Agatha’s Inc. to succeed faster. A Status Quo oriented pricing objective is also a
good choice for the company as it follows the goals indulging in nonprice
competition. The company thus needs to focus on other aspects rather than the price
in order to compete with its competitors and obtain a higher market share
successfully (Faith and Agwu, 2018). Attributes that enable the company to succeed
in obtaining higher profits by earning a greater brand equity such as high-quality,
wide distribution, customer-centric approach or any other way of obtaining
competitive advantage. Advertising opportunities may also be used along with
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innovative product development which differentiates the company from its

competitors.

Moreover, a price skimming strategy will help the company to maximize upon its
short-term profits by initially charging a high price from the customers who are the
most interested in the products and services offered by the company. The company
may thus reduce the price over time. This helps to create hype regarding the
company and customers who like the product may prefer to purchase it again or
spread positive word-of-mouth regarding the product (Faith and Agwu, 2018). The
price skimming strategy will help the company to obtain a greater return on
investment along with creating a positive brand image in the minds of the customers.
The company may also be able to segment the market and as it progresses, it may
reduce prices in order to cater to other markets which are currently untapped by the
company (Faith and Agwu, 2018).

Question 4

Marketing channels ensure the passage of the goods from the manufacturer to the
end consumer (Datta and Sanyal,2016). The marketing channels or distribution
channels are the source or the chain through which the product is transferred from
the manufacturer to the seller. There are a number of different channels that can be
used in order to transfer the goods to the consumer. However the main 4 channels
are explained below:

Zero Level Channel is the channel which has a direct marketing link where the
manufacturer sells directly to the customers without keeping any intermediary in
between. This method of direct selling is utilized by a number of companies such as
Eureka Forbes which are the leaders in water purification systems and other home
machineries (Datta and Sanyal,2016). They are proficient in direct selling.

One Level Channel is the channel where an intermediary is present between the
manufacturer and the consumer. The retailer is the one through which the
manufacturer sells their products to the consumer. The United Kingdom has vast
examples regarding this as Sony, Canon and other electronic companies sell their
products to large retailers such as Comet who sell the products to consumers (Datta
and Sanyal,2016).
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Two Level Channel is the channel where two intermediary channels are present
such as a wholesaler and then a retailer. A wholesaler buys from the manufacturer in
huge quantities and then sells the products by breaking down the bulk to the retailers
who buy small quantities according to their limited resources. Pharmaceutical
companies are an example of this distribution channel as medicine is first sent to
wholesalers who buy in huge quantities and according to the demand of the
pharmacies, break the bulk down into minute quantities which is sent to the
pharmacies (Datta and Sanyal,2016).

Three Level Channel contains three levels before the product reaches the
consumer, the wholesaler, jobber and the retailer. The jobber is a middle-man who
helps sell the products in small quantities to the small or unorganized retailer. An
example of this is the ice-cream market as the ice-cream is first sent to large
wholesalers who store the ice-cream and then to local distributors who then sell it to
small retailers (Datta and Sanyal,2016).

Question 5

Shopper marketing is the marketing which focuses on persuading the consumer to

buy other things at the point of purchase (Hwang and Jang, 2017). It makes appeals
at the last minute to the consumer when they are buying a product. This type of
marketing immediately utilizes persuasion and engagement to impact consumer
behavior instantly. Wi-Fi technology may be used to implement shopper marketing
because when the shoppers connect to the Wi-Fi present in stores, the retailers and
marketers can access their information and use it to communicate their own
messages or promotions which are important to capture the attention of the
consumer (Hwang and Jang, 2017). As you log into the store Wi-Fi, you are
redirected to a page which provides information regarding the store and its products
are displayed in front of you. The consumer is also required to add in their personal
credentials so that they may be targeted later (Hwang and Jang, 2017).

The shoppers may feel highly violated as they may feel that their privacy has been
crossed and that their personal information is not limited to them only. They may be
shocked at the amount of information that the retailers obtain by the help of the
Internet. There may be a feeling of betrayal as their permission has not been
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obtained before their personal information is gathered (Hwang and Jang, 2017).
Hence, it is imperative for the marketers to consider and look into the expectations of
the shoppers and the consumers so that they do not feel violated and they may not
contain a negative perception regarding the company. It is important to inform them
regarding the entire process and take their permission before doing so because it is
unfair to obtain private information which the consumer may want to keep to
themselves (Hwang and Jang, 2017).
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References

Datta, S.K. and Sanyal, S.N., 2016. Integrated Marketing Channels. Strategic

Marketing Management in Asia: Case Studies and Lessons across Industries,
pp.403-424.
Faith, D.O. and Agwu, E., 2018. A review of the effect of pricing strategies on the
purchase of consumer goods. International Journal of Research in
Management, Science & Technology (E-ISSN: 2321-3264) Vol, 2.
Gululu, m., 2020. [online] YouTube. Available at:
<https://www.youtube.com/watch?v=yj6xB3pCRsY> [Accessed 16 June
2020].

Hwang, I. and Jang, Y.J., 2017. Process mining to discover shoppers’ pathways at a
fashion retail store using a WiFi-base indoor positioning system. IEEE
Transactions on Automation Science and Engineering, 14(4), pp.1786-1792.
Marketing, C., 2020. [online] YouTube. Available at:
<https://www.youtube.com/watch?v=BnBvlz8EaZ0> [Accessed 16 June
2020].