DEPARTMENT OF COMMERCE AND

FINANCE

GOVERNMENT COLLEGE UNIVERSITY

Kachahry Road, Lahore

NAME: Qaisar Shahbaz (2369)

CLASS: B.Com (Hons)

SECTION: (A)

Semester: 5th

Final Exam: Principles of Marketing

SUBMITTED TO: Mam Sadia Altaf

SUBJECT: Principles of Marketing

Question No.1: (a)
Discuss the product, services, and branding decisions of Business Schools

What Is a Product: Product is anything that can be offered in a market for attention, acquisition, use, or
consumption that might satisfy a need or want.

Services: A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially
intangible and do not result in the ownership of anything.

A business school teaches topic , for example, bookkeeping, organization, business investigation, technique, financial
aspects, business venture, account, human asset the board, the executives science, the executives data frameworks,
global business, coordination, promoting, authoritative brain research, hierarchical conduct, public

Product and Service Classifications

• Consumer products are products and services for personal consumption

• Classified by how consumers buy them

- Convenience products

- Shopping products

- Specialty products

- Unsought products

Convenience products Are consumer products and services that the customer usually buys frequently,
immediately, and with a minimum comparison and buying effort.

Newspapers

Candy

Fast food

Shopping products are consumer products and services that the customer compares carefully on suitability,
quality, price, and style

Furniture

Cars

Appliances
Specialty products are consumer products and services with unique characteristics or brand identification for
which a significant group of buyers is willing to make a special purchase effort.

Medical services

Designer clothes

High-end electronics

Unsought products are consumer products that the consumer does not know about or knows about but does
not normally think of buying

Life insurance

Funeral services

Blood donations

Industrial products are products purchased for further processing or for use in conducting a business Classified
by the purpose for which the product is purchased.

Materials and parts

Capital

Raw materials

Capital items are industrial products that aid in the buyer's production or operations

Materials and parts include raw materials and manufactured materials and parts usually sold directly to industrial
users

Supplies and services include operating supplies, repair and maintenance items, and business services

Brand is the name, term, sign, or design-or combination of these—that identifies the maker or seller of a product
or service Brand equity is the differential effect that the brand name has on customer response to the product and its
marketing

Individual Product and Service Decisions Packaging involves designing and producing the container or wrapper for a
product Labels identify the product or brand, describe attributes, and provide promotion

Graduates who worked in the consumer products industry right after graduation earned a median salary of $195,996,
the highest of any school that participated in the 2020-21 Best B-Schools Covid-19 Online Learning Survey. At
$135,000, graduates of Stanford posted the second-highest compensation. The highest percentage of graduates
came from ESIC, at 22%. Results reflect reports from 2019 graduates before the pandemic hit; schools were still
collecting 2020 employment data when the survey was published.

Branding Strategy: Building Strong Brands

Brand represents the consumer's perceptions and feelings about a product and its performance. It is the company's
promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers.

Brand sponsorship Manufacturer's brand Private brand Licensing Co-branding

Brand development Line extensions Brand extensions Multi brands new brands

Brand name selection Selection Protection

Brand positioning Attributes Benefits Beliefs and values

Brand Positioning Brand strategy decisions include: Product attributes Product benefits Product beliefs and values

Brand Name Selection Desirable qualities 1. Suggest benefits and qualities 2. Easy to pronounce, recognize, and
remember 3. Distinctive 4. Extendable 5. Translatable for the global economy 6. Capable of registration and legal
protection

Brand Sponsorship Manufacturer's brand Private brand Licensed brand Co-brand

Services Marketing Types of Service Industries Government Private not-for-profit organizations Business services.

Q#1(b) Make a business plan for

Executive Summary:

Lahore Square shopping center is arranged at Fortress Lahore. The Director of Lahore Square shopping center is
Imran asghar. Essentially it is where you can purchase each and everything under one rooftop. Lahore Square
shopping center has shops of garments of various kinds of brand. Lahore Square shopping center has additionally
shops of shoes of various brands. Lahore Square shopping center has likewise the shops of women makeup garments
of various brand. Just as Lahore square shopping center likewise give amusement. Lahore Square shopping center has
additionally the shops of food including Chinese and desi moreover. Lahore square shopping center has various sorts
of brand of various item.

Business Description:
Lahore Square shopping center has 100 or more stores. Lahore Square shopping center gives great quality items to
customers. It has great stopping for their clients. They likewise give amusement to the client. In future Lahore Square
shopping center will give products as indicated by the development

Product Mix of Lahore Square Mall

The product mix of Lahore square mall are

Clothes

Shoes

Cosmetics

Food

Mission Statement:

The statement of purpose of Lahore square shopping center is give a wide range of merchandise under one rooftop .

Objectives of Lahore Square mall

The primary target of Lahore Square shopping center is give a wide range of products and diversion under one
rooftop.

Market Segmentation:

The market segmentation of Lahore Square mall divide into different parts

1) Geographic Segmentation:

The products will be sold online only in Lahore.

2) Demographic Segmentation:

 Men
 Woman
 Child
 Young

Question No.2:
Develop marketing communication and promotion mix for Traffic Rules in Pakistan.
A firm’s total marketing communications program, called its promotion mix, consists of advertising, sales promotion,
public relations, personal selling and direct marketing to achieve marketing objectives.

Elements of promotional mix are also called as tools, means, or components

First of all we need to increase the level of advertising to develop promotion mix for traffic rules in Pakistan

Advertising is defined as any paid form of non-personal Presentation and promotion of ideas, goods, and services by

An identified sponsor. It is a way of mass communication. It is the most popular and widely practiced tool of market

Promotion. Various advertising media – television, radio, newspapers, Magazines, outdoor means.

Characteristics of advertising

Adverting is non-personal or mass communication, It is a paid form of communication., It is a one-way

communication., Identifiable entity/sponsor-company or person gives advertising., It is costly option to promote the
sales., It can be reproduced frequently as per need., Per contact cost is the lowest To drive in Pakistan, foreign
visitors must have valid driver licenses issued by countries of their residence, International driving permit, and third
party insurance.

Personal Selling It includes face-to-face personal communication and presentation with prospects (potential and
actual customers) for the purpose of selling the products. It involves personal conversation and presentation of
products with customers. It is considered as a highly effective and costly tool of market promotion Driving is on the
left side of the road. The minimum driving age for any motor vehicle is 18 years. Third party insurance is required.
Driving under influence of drugs or alcohol is forbidden. Changing lane or turning without giving proper signal is
prohibited. It is not permitted to stop on zebra crossing. Drivers must yield the right-of-way to pedestrians. All
vehicles and vehicle drawing a trailer must use extreme left lane unless they are overtaking vehicles moving below
the minimum posted speed limits or unavoidable in the interest of safety. Any loads carried or towed must be
marked the ends with red flags by day and red lights by nights. The rider and passenger on a motorcycle, scooter, and
moped must wear an approved safety helmet. It is advisable to wear eye protectors. Drivers are not permitted to
drive under the influence of drugs or medicines. All vehicles under the control of learner must display L-plates.

Characteristics of Personal Selling An oral, face-to-face, and personal presentation with consumers. Basic purpose is
to promote products or increase sales. It involves two-way communication. Immediate feedback can be measured. It
is an ability of salesmen to persuade or influence buyers. It is more flexible way of market communication. Per
contact cost is higher than advertising. It involves teaching, educating, and assisting people to buy

Public relation & Publicity Publicity is also a way of mass communication. It is not a paid form of mass
communication that involves getting favorable response of buyers by placing commercially significant news in mass
media. The public relations is comprehensive term that includes maintaining constructive relations not only with
customers, suppliers, and middle Driver and all passengers from the front and rear seats must wear seat belts if the
latter are available. Children under 1.5 meters (about 5 feet) and from 3 to 11 years of age must be transported with
using an appropriate special child restraint. It is illegal to use of a hand-held telephone or microphone while driving.
It is prohibited to throw lighted cigarettes or refuse on the road. The maximum speed limit on rural highways is 120
km/h (74 mph) on primary roads (motorways, expressways, dual carriageways), 100 km/h (62 mph) on secondary
roads (two lanes), and 80 km/h (50 mph) on tertiary roads (signal lane, gravel). The maximum speed limit on urban
highways is 100 km/h (62 mph) on primary roads (motorways, expressways, and dual carriageways), 80 km/h (50
mph) on secondary roads (two lanes), 50 km/h (31 mph) on residential streets, and 40 km/h (25 mph) near mosques,
schools, and hospitals. men, but also with a large set of interested publics

Characteristic of PR & Publicity It is a non-paid form of market promotion. However, several indirect costs are
involved in publicity. Iii. It may include promotion of new product, pollution control efforts, special achievements of
employees, publicizing new policies, etc., for increasing sales. It is primarily concerns with publishing or highlighting
company’s activities and products. It is targeted to build company’s image all drivers must stop when a school
crossing patrol shows a “Stop for children” sign. At road junctions, drivers must give way to pedestrians who already
crossing the road into which cars are turning. Drivers also must give way to pedestrians on a pavement cars need to
cross. When someone has stepped on to a pedestrian crossing, drivers must give way. It is forbidden to overtake and
park on a pedestrian crossing and pelican crossing, including the area marked by zigzag lines. In a queue of traffic,
drivers must keep pedestrian crossing clear. When passing a procession or a body of troops or police on the march,
vehicles must move with a speed not greater than 24 km/hit is not permitted to cross double unbroken white lines. If
double white lines are on the road and the line nearest to a vehicle is broken, a driver may cross the lines to overtake
if it is safe. He can do so before reaching an unbroken white line on his side. If the marked area on the road is
bordered by an unbroken white line, drivers must not enter it except in an emergency. It is not permitted to drive in a
cycle lane. Slow moving vehicles must keep to the left of the road. Overtaking is not permitted at a corner or bend, a
hump bridge, the brow of a hill. On narrow hilly roads, vehicles which are going downhill, must stop and give way to
vehicles proceeding uphill. It is not permitted to turn left from the right lane and right from the left lane. Drivers must
not turn right on the red light under any circumstances.

Direct Marketing The distribution of product, information and promotional benefit to target consumers through
interactive communication in a way that allows response to be measured. With growing of use of internet, there are
a whole lot of Opportunity for DM. For safe crossing of roads by pedestrian at places, other than the intersections,
special signals, which are called Pelican crossing, are provided. At Pelican crossings, a flashing amber light will follow
the red 'STOP' light. When the amber light is flashing, drivers must give way to any pedestrians on the crossing.
Drivers should never reverse from a side-road into a main road. Flashing headlights lets another road user know the
vehicle is there. Any driver must have a valid driving license, car registration certificate, third party insurance, current
fitness certificate, and the Highway and Motorway code. Tires of cars, light vans and light trailers must have a
continuous tread depth of at least 1.6 mm. By law, it is the driver's responsibility to ensure that children under 14
years were transported with the law. The police phone number is 15.
Q#2(b) Discuss direct Marketing forms used by Kitchen Cuisine

To comprehend what is immediate advertising think about yourself toward the beginning of the day opening your
Email inbox. You have an email from your supervisor asking when you can complete that significant errand, another
from an old companion asking how you doing, and one contribution you a 10% rebate in the event that you join the
following half long distance race at your city. The last email is an illustration of direct showcasing, or at the end of the
day, it is a customized messaged with a custom-made message focusing on you. You have gotten it, in light of the fact
that most likely you have partaken in a past half long distance race And they approached that race information base,
or you have joined with your email for A half long distance race preparing program, or whatever other explanation
that demonstrated the occasion advertisers that you may have revenue in taking an interest on it. So we should
characterize direct showcasing as a customized message from an advertiser to one expected customer, or as such,
the advertiser will contact its potential customers individually. This type of customized ad should be possible utilizing
a wide range of strategies like: face to face, standard mail, selling, versatile wholes, email showcasing, or whatever
other structure where the advertiser discusses straightforwardly with an expected client and propose him to make a
move like purchase an item, visit their site, visit their store, and so on… Direct promoting, as you can see by the past
half long distance race model, can be exceptionally financially savvy as you simply burn through cash on reaching
straightforwardly your specialty market and not the whole world, as you do with paper, TV, or online commercial.
Another advantage of direct showcasing is that can undoubtedly quantify its outcomes and get input On items from
its clients. As you speak with each client in turn, you have the chance to hear them out and know whether your
endeavors brought about a deal or whatever was the activity you needed the likely client to take. The way to
coordinate promoting, and for most organizations accomplishment as I would like to think, is to have acceptable
client's information base. Just with a decent existing and likely client's information base, you can drive results on your
post office based mail, selling, sms, or email showcasing effort.

The most broadly perceived sorts of direct promoting are: Web displaying. Eye to eye selling. Standard postal mail.
Inventories. Selling. Direct-response advancing. Corner advancing. Cooking is an each other month food and wine
magazine appropriated in New Zealand. It began appropriation in 1986, and has moreover existed in site structure
since December 2000. The magazine features plans, bistro reviews, wine overviews and travel features. Yearly
headways incorporate Cuisine Good Food Awards and the Cuisine Artisan Awards. Cooking has won various
distinctions including best food magazine at the Gourmet Voice World Media Awards, and best food magazine at the
Le Cordon Bleu Food Media Awards.

Kitchen Cuisine make customized cakes and give you can enter a customized message in the textbox before
checkout. Cakes with level tops can have a message composed straightforwardly on the cake else they are engraved
on the cake board they likewise make sans sugar cakes 24 hours for custom cakes with sugar icing 48 hours for cakes
with fondant embellishment the strength of the kitchen food their cakes ought to be put away under refrigerated
conditions somewhere in the range of +2°C and +5°C, except if expressed something else. This is because of the
perishability of the fixings that we use to make our cakes; it will likewise help keep up the nature of the item. Our
cakes ought to be burned-through inside three days from the date of assortment/conveyance or by the best before
date on the underside of the cake board they acknowledge all Visa and MasterCard fueled MasterCard’s. For orders
starting in Pakistan, you may also pay through jazz money, money down or by visiting any of our pastry shop sources
convey every day from 10 AM to 10 PM PST. For same day conveyances, orders should be gotten by 9 PM PST else it
will be handled for dispatch the following day. We expect to convey our instant items inside an hour and a half inside
our conveyance territories. Kindly note, not all items are accessible for same day conveyance, and are set apart in
that capacity. They additionally offer the chance to convey for nothing out of pocket for orders over Rs. 2,000 in
Lahore, Islamabad and Rawalpindi and charge Rs. 99 for orders under Rs. 2,000. Kitchen Cuisine gives obliging your
home, occasion and corporate cooking necessities.

Q#2(c) as all of you‘re having your product. So, after seeing the Global Marketing
Environment what will be your gateway?

Worldwide promoting climate can essentially be characterized as "All the elements and powers inside or outside an
association or organization which influences the advertising methodology to fabricate and keep up fruitful
associations with focused clients". Here I might want to additional concise you with two kinds of advertising
ecological influencing promoting techniques and generally speaking business dynamic whole showcasing rotated
around building and supporting beneficial associations with clients. To make beneficial advertising relationship it is
fundamental for advertisers and showcasing understudies to comprehend Global Marketing Environment which
really encompasses all these promoting connections. The worldwide showcasing climate is changing quickly on the
essence of globe and rivalry among various organizations expanding with each progressive day. Thus, all effective
organizations know the crucial significance of continually viewing changing worldwide business climate. New changes
are really openings for advertisers yet advertisers ought to be refreshed with them really at that time they can
coordinate and use them as per organization's promoting system in organization advantage. This is the time of
natural selection if an organization won't embrace the advanced changes of worldwide promoting climate that
organization will before long free deals and move towards decrease.

Language As we have seen over, the significance of language contrasts can't be under evaluated, and there are
almost 3,000 dialects on the planet. Language contrasts can be a test for advertisers while planning efforts, item
names, brand and item names, slogans, etc. One single brand name can work generally regarding meaning yet it has
its own test. Right and appropriate syntactic utilization in promoting correspondence is fundamental for an item,
brand, or organization to be seen as tenable, dependable, and of high-caliber.

Market Chain
The squeezed orange market chain is overwhelmed by huge global juice organizations. Such organizations will in
general be vigorously put resources into expensive handling plants in most significant regions of creation. In Brazil,
probably the biggest makers likewise own handling offices and have had the option to contend on global business
sectors. The vast majority of the huge juice organizations work straightforwardly with store chains, retail food
administrations and sources, and institutional purchasers. At times, joint endeavors have been built up that include
the whole chain from maker to retailer. There has likewise been expanding grouping of the squeezed orange industry
at the preparing level. The development of the Brazilian orange handling industry into Florida has been computing. A
few of the biggest handling plants have been bought. At first, free cultivators are addressed greater expenses for
their item. Addressing greater expenses denies more modest processors of supply, in the end compelling them
bankrupt. When the opposition is dispensed with the bigger processors drop the costs paid to makers to rates that
are lower than they had been preceding the underlying acquisition of the principal preparing plant. Most as of late,
the juice organizations have been dependent upon buyouts, the same number of market affixes are starting to
purchase value in a portion of their critical providers as an approach to ensure supply and quality just as possibly
hamper their rivals. This, combined with expanding worries about item quality, may well change the general market
chain, gathering power in a couple of central participants while making the whole chain more helpless
simultaneously.

21st century way of global marketing

Social Marketing Social advertising is an umbrella term that characterize the different initiates that coordinate
innovation, social association and the development of word and picture. For social promoting we need to have
inventive thought which pull in others to the item

Relationship Marketing A drawn out Stagey to fabricate relationship with singular clients. Relationship Marketing is a
way of thinking of working together, an essential direction that centers around keeping and improving current clients
as opposed to on obtaining new client

Green Marketing It is the showcasing of items that are attempted to be earth safe. In this way green promoting joins
an expansive scope of exercises, including item alteration, changes to the creation cycle, bundling changes, just as
adjusting publicizing Other comparable terms utilized are Environmental Marketing and Ecological Marketing.

Environmental Impacts of Production The creation of oranges has two negative ecological effects the
change of regular living space for the foundation of orange forests and the utilization of improper creation rehearses
which have impacts however long creation happens. Critical changes in biodiversity and biological system capacities
result both from the transformation of normal natural surroundings just as the continuous debasement of soil and
the end of biodiversity inside creating orange forests. The corruption of soil likewise makes it harder for makers to
utilize inputs (for example manures, pesticides, and water) effectively and to control the levels and substance of
effluents coming from orange forests.
Deliver Better Information and Incentives to Producers In the worldwide market, Costa Rica is a little maker of
squeezed orange. The nation tried different things with natural squeezed orange, however it was anything but a
staggering achievement. Previously, the system of the fundamental squeezed orange organization and the ranchers
delivering for it had been to zero in on handling and showcasing their item instead of to attempt to improve the
creation base-the trees. Over the long haul creation declined, expanding quantities of trees got unhealthy and passed
on, and the expense of creation expanded while generally speaking creation declined. Numerous makers had to
surrender the organizations by and large. The creation and utilization of squeezed orange worldwide is moderately
steady. Regardless, squeezed orange is just barely standing its ground in the market as the quantity of different juices
accessible in new, frozen, and thought fun has expanded drastically. Nonetheless, with illnesses and lower creation in
Brazil and the United States almost certainly, creation may well move to different pieces of the world. In Brazil,
squeezed orange extension occurred to the detriment of different harvests, for example, espresso. This doesn't
represent a genuine danger to the climate. In different spots it may extend to the detriment of normal territory, and
this would be a more significant issue. It is still too soon to decide if the extension of the blood orange will present
critical natural dangers. While that natural product is very significant, it isn't evident that it tends to be delivered
effectively in regions that are connected to global business sectors.

Reduce Use of Agrochemicals one technique utilized by numerous citrus producers to diminish their reliance on and
utilization of synthetic pesticides has been to join new assortments of oranges that are more sickness safe. They
additionally unite more profitable assortments onto tough rootstock. These systems are practical alternatives for the
individuals who need to control a portion of the more troublesome citrus sicknesses.

Thank you so much Mam