Submitted By:

Hajra Ubaid
Submitted To:
Sir Waqas Rana
Registration Number:
51988
Course:
Marketing for Managers
Final Exam
 Case Study

Question # 1: Marketing is a shift for traditional marketers who can now digitally link
brands to important moments in customers’ lives. Explain how marketing was used in the
Ice Bucket Challenge. Why was this campaign successful?

Answer:

Ice Bucket Challenge

Ice Bucket Challenge is the kind of campaign advertisers long for – a viral, revenue generating
effort that has everybody discussing your brand image.

How marketing was used?

 This challenge includes the personal reasons and they used the pain element to target
the audience. The audience feel obligated to accept the challenge.
 They make the campaign relevant by using a good hashtag i.e. ALSIceBucketChallenge.
This hashtag spread awareness about the brand and it is very easy to remember.
 The Ice Bucket Challenge reveals the power social media has to influence the people on
national or international scale. It shows that how social media can be used for betterment
of the society.

Why was this successful?

There are various variables which represent the accomplishment of the challenge. To start, the
mission was totally natural and depended completely on conventional people. There was no
enormous showcasing barrage to numb the general population. Conventional individuals saw
other normal individuals participating in the challenge. This was motivating to others on
instinctive level.

Question # 2: Create a marketing campaign for a product or service of your choice to

create customer engagement using online, mobile, and social media. How would you
measure the success of your campaign?

Answer:

Marketing Campaign

Murree brewery is going to launch a new energy drink for university students. To market that
product, Murree brewery is going to raise a social issue that will help the target audience to
remember their brand and its image. The campaign that Murree brewery is going to launch is to
pick up the trash from the university and throw it in the bin.
This campaign is pointing the most important social issue we have nowadays in Pakistan. This
campaign will get successful because it has a personal cause and a call for action. We can launch
this product in the universities where youth is very passionate about the volunteer work.

Advertisement of campaign:

We can use social media to promote this campaign. Now youth spend half of their day roaming
on the social media platforms.

 We can make a Facebook page

 Give ads on Google
 Make an Instagram page
 Ask them to post their videos on YouTube
 Appoint ambassadors from the universities and tell them to take videos and pictures of
the students picking up the trash and upload those pictures and videos on the company’s
website

Question # 2: Find out the Product Mix Pricing Strategies and Price Adjustment Strategies
use by different companies in Pakistan. Justify your answer by explaining the concepts
using the promotional strategies.

Answer:

Different industries and companies use different pricing strategies to attract and retain the
customers. These pricing strategies make the products affordable for the customers.

Product Line Pricing

 Clothing industry
 Smartphone industry

Why use Product Line Pricing

Companies use product line pricing to maximize their revenues. They offer same products with
different prices in order to differentiate them on the basis of quality.

Optional Product Pricing

 Printers and ink

 Smart phones and accessories

Why use Optional Product Pricing

Companies use optional product pricing strategy because the core product or the actual product
doesn’t have maximum features but the optional products cost more than the core or actual
product. Printer can be purchased once but the cartridge will always be purchased and is
expensive as compared to the total price of the printer.

Captive Product Pricing

 Blades and razor

 PC and software

Why use Captive Product Pricing

By using captive pricing strategy companies attract customers by core product that has low price
as compared to the captive product. The captive product has to be purchased repeatedly that
helps in increasing the revenue of the company. The regular purchase of captive product
establishes a long term relationship with the company that results in the loyalty of customers
with the brand.

By Product Pricing

 Sugar beet molasses after sugar refining – can be utilized as a feed for creatures, while
sugarcane molasses is additionally utilized as flavoring and shading specialist in certain
nourishments.
 Organic product mash, seeds, and strips that are left over in the wake of being handled for
natural product squeeze and related drinks – can be a significant crude material for
corrective ventures for their restorative properties.

Why use By Product Pricing

By product pricing help the companies to generate extra revenue from the waste generated
during the production of core product. That revenue can be used to meet other expenses or to cut
down the cost of the actual product.

Product Bundle Pricing

 Fast food industry (Bundle or a deal that includes a burger, cold drink and fries)
 By One Get One Free (Shoes industry, Apparel Industry)
 Imtiaz Supermarket

Why use Product Bundle Pricing

Product bundle pricing is used be the companies to sale out their un-popular products with the
popular products. The bundle will attract the customers and hence spending money more than
they already wanted. This will also reduce the overall cost of the production.
 Discount and Allowance Pricing

 Brands offer discount on the stock that was out seasoned e.g. Khaadi offers summer
clearance sale or winter clearance sale when the season changes.
 Brands offer different discount sales on the important occasions like Pakistan day,
Defense day, Independence Day etc.

Why use Discount and Allowance Pricing

Companies give discounts and allowances to the customer to make them feel that they can afford
this brand. They give discounts to clear their inventory at a relatively low price so that some
revenue will be generated as well as they will cut off the expenses company was bearing in order
to maintain the inventory.

Segmented Pricing

 On the basis of location, the prices of movie tickets fluctuates (Theaters that are in the
mall charge more ticket price as compared to a standalone theater in some normal area).
 Shampoos are available in different sizes from a sachet to 950ml bottle

Why Use Segmented Pricing

Segmented pricing is used by the companies in order to grab maximum revenues from the places
where the customers can afford. From posh areas they grab maximum revenues that cover the
difference within the revenue collected.

Psychological Pricing

Bata sell it shoes with a price slightly lower than the whole number (Shoe price 999 rps)

Why use Psychological Pricing

By this strategy companies play with the psyche of the customers. Customers normally do not
round off the amount and they perceive the amount lesser than it already is. This will help to
increase the revenue.

Promotional Pricing

 McDonalds give different coupons on different occasions.

 Stylo gives a membership card to its loyal customers whenever they purchase something
they can add the points on the card and next time they can use those points to get
discounts.
Why use Promotional Pricing

Such promotions will help the company to attract new customers and to retain the previous ones.
By giving membership cards the customers feel valued hence customer loyalty increases. By
attracting new customer traffic the revenue of the company increases.

Dynamic Pricing

 Airline industry use dynamic pricing because the price level fluctuates as the time arrives.
The fare was high before a day as compared to the fare before 2 to 3 days.
 The transportation price fluctuates as the price of petrol and diesel increases.

Why use Dynamic Pricing

With the help of dynamic pricing the company can remain competitive in the market. It helps the
company to hold the revenues in long term. The companies can change the prices on the factor
that mostly impact their business.

Question # 3: Your Company is planning to launch a new product in the FMCG category.
What would be the product development process and how will you choose a Differentiation
and Positioning Strategy.

Answer:

Product:

We are going to launch a shampoo that helps in retaining the color of the hairs.

Product Development Process:

Step 1: Idea Generation

First of all, we are going to generate the idea of the product we are going to launch. And after
consulting with others we got different ideas.

Step 2: Idea Screening

Then after have a lot of FMCG product ideas we will screen out a plan that we are going to
launch. Screening will be done on the basis of the research we have conducted.

Step 3: Concept Development and Testing

Product concept is the detailed version of the new product idea that stated in meaningful terms.
After converting the idea into a concept the marketers will learn that how much their idea is
attracting their customers. For that they will test the concept with a sample that represents their
target audience.
Step 4: Marketing Strategy Development

Target Market: Old age people - who face problem in retaining the color of their hair,

Value proposition: After using our product, you will not face any problem regarding the color of
your hairs.

Price: We will use market penetration strategy to make it affordable for all.

Place: We will place our product at departmental stores and supermarkets where our target
audience can easily access.

Distribution Channel: We will directly sell our product to the departmental stores and the
supermarkets in order to avoid any type of negligence from the distribution channels.

Step 5: Business Analysis

After devising the marketing strategies we will move on towards the business analysis phase. In
which we will project sales and revenue of our new product. In order to predict the sales we will
take a look of the sales similar to our product. After predicting the sales the company will
determine the revenue, profits and all the expenses the firm will incur due to new product
development.

Step 6: Product Development

This stage involves the actual development of the product.

Step 7: Test Marketing

This stage before the launch of the product includes testing the market. That can be done by
distributing free samples to the target audience.

Step 8: Commercialization

After testing the market by the new product it’s time to launch the product in the market.

Differentiation Strategy

 Our shampoo will be different from other shampoos because it helps the user to retain
their hair color.
 It will be affordable for everyone
Positioning Strategy

 Being the pioneers of shampoo that retains the hair color, it will remain in the minds of
the customer for a long period of time.
 By giving different discount offers it will help the organization to retain their image in
the minds of the customers.

Question # 4: What are the characteristics of Generational Marketing (Baby Boomers,

Generation X and Y) and its role in marketing? How the marketers should target the
people of different Generations. Give ideas and ways how the marketers can attract its
customers keeping in mind the fundamental functions of marketing i.e Sociology,
Psychology, Economy and Macro Trends. (Hint: With respect to Pakistan)

Generational Marketing and Its Role in Marketing:

Generational Marketing is characterized as the way to deal with product development,

relationship management with customers, communication and marketing that considers
generations as prime archetype. It is a marketing approach where segmentation for marketing
communication is done based upon generations.

Today marketers have to deal with consumer groups comprising of five generations which are
distinct from each other and have different subgroups. All of these groups have different buying
habits and are motivated by different marketing / advertising messages. This is also the major
reason why defining target customer is so important. The dependence of a marketing campaign
also depends upon its target market’s age group.

Marketing Approach towards Baby Boomers

Baby Boomers are the generation who are born between 1946 and 1964.

Characteristic: They are experimental, free-spirited, self-improvement, self- believing and

individualist.

Marketing Tips:

Baby Boomers are very loyal to their brands therefore marketers should try to take advantage of
this brand loyalty.

Baby boomers are always looking out to utilize up-sells. Hence, marketers should go for the up-
sell which also helps in building better customer relations.

Baby boomers have free mentalities incited the” do-it-without anyone's help” commercial centre,
so give them administration alternatives and approaches to tweak and customization. They
additionally react to passionate claims and sentimentality, yet don't call them old.
Marketing Approach towards Generation X:

Generation X is born between 1965 and 1980. This generation is referred to as a bridge between
Millennial and Baby Boomers.

Characteristics: This generation is rebellious, entrepreneurial, ecological-minded, sceptical and

anti-consumerists.

Marketing Tips:

This generation has high emphasized on facts and avoids any marketing hsypes. Marketers
should give this generation a feeling of control without any manipulation of advertising-
world.

They appreciate good design and entertaining ads, hence marketers should focus on good design
with high quality images.

Marketing Approach towards Millennial:

Millennials who are slowly taking over baby boomers were born between1981-1999. They are
also known as Generation Y.

Characteristics: tech savvy, wealthier at a younger age, soft hearted, environmentally

conscious, accepts diversity and multicultural.

Marketing Tips:

This generation values the identity conferred by brand names on their accessories and clothing
and therefore marketers should give them identities through their products and services.

They focus on digital communication therefore marketers should reach them on digital
platforms.

With this generation marketers should keep their messages short, quick, funny and true.

Marketing Approach towards Generation Z:

Generation Z is also known as Internet Generation and was born after 2001.

Characteristics: highly tech savvy, community minded, brand conscious and multicultural.

Marketing Tips:

This generation has a high digital involvement and has developed disinterest towards traditional
marketing ways.
This generation also has developed a general resistance to advertising and cause oriented
messages.

Conclusion:

Marketers should use Omni-channel approach. This will help businesses to communicate with
their customers on various channels. Having multiple channels have loads of advantages which
are quite obvious and provides the customers multiple platform choices to connect with the
business. This also helps in maintaining, building and strengthening the customer relationships.