MID TERM ASSESSMENT SPRING 2021

Student’s Name:_______Mirza Zaid Ahmed Baig _______________ Registration Number

_____1811126___________________

Program: BBA-6, MBA (72-E)-1, Class/Section: BBA 6A, BSAF 6 & MBA 72(1)
BSAF-6
Course Name: Marketing Management Course Code BA3602

Instructor’s Name: Ajmal Husain Arain Instructor’s email ajmalhusainhyderabad@outlook.com

Total Marks: 15 Marks Obtained:

Comment: (This Section is for Faculty Use)

Mention Mandatory to Mention

Submission Date: 05th April 2021
Mention Date & 05th April 2021
Time of Sharing: 02.30 pm
Mention Mandatory to Mention
Submission Time: 04.00 pm

File Type Allowed for submission: (MS Word, MS Excel, pdf, Images, Hand written)

IMPORTANT instructions:
 Read all the questions carefully and then solve in this file, if needed.
 Marks of each question are mentioned at the end of each question. Faculty Signature

 Solved Assignment must be emailed to the respective faculty by the due date and time, Late Receiving
will be marked Absent and Zero in Recap Sheet.
 The answer file must be attached in the email.
 Regardless of file type (image or document), email must include attachment for faculty to check.
 Non-submissions of the assignments will be considered as absent for the Final Term and will be marked “0”
on ZABDESK Recap Sheet.
 While checking of the Assignment, SZABIST Plagiarism policy is to be followed.
 Group assignments are not allowed.
_____________________________________________________________________________

Q.1. (a) “Money spent on Advertisement (ATL) is wasteful” Do you Agree or Not? In either case
support your answer with judgement and real time examples.
(Marks: 2.5)

Q.1. (b) Suppose you are appointed as Marketing Manager for a “Deodorant” Brand for Teenagers.
What Promotions with Time based Tactics will you design and implement to beat your Competitors (Direct
& Indirect) and to increase Market Share.
(Marks: 25)

Q.2. A Japanese Cellular Hand Held Terminal Manufacturing Company plans to enter Pakistani markets
The Company has variety of Handsets of various price ranges and features. It has desired your services as a
Marketing Consultant and needs your advice on which market Segments it should target:
(i) Recommend suitable bases of Market Segmentation of Pakistani Market for Cellular
Handset.
(ii) What promotional tools, including IMC, you would recommend to the Japanese Company
for Pakistani market for Cellular Handsets.
(iii) Design IBP for launching the Handsets in Pakistan as a Brand.
(Marks: 5)
Q.3. (a) Mabel wants to set up her own Hairdressing business. She will need to build good customer
relationships. She has done some market research to find out possible demand and what methods of
promotion to use. She has decided to buy her inventory from a whole-seller. Mabel is now looking for the
right location for her business. She thinks that location will be more important than price changed to the
success of her business.
CONCERN TO ANSWER:
i. Do you think that Mabel is right or wrong in making a decision of price change v/s
location? In either case support your answer by sharing valid examples from the
Corporate World.
ii. Identify and suggest “3” ways / actions that can help Mabel to build good &
profitable customer relationship.

Q.3. (b) Gayle’s Soaps is a business which manufactures health & beauty products. Its market share
has remained constant at 15% despite new businesses entering the market. The business uses market
segmentation and most of its Customers are women. The marketing manager believes the company could
increase its profits if it increases the price of each of its most popular products.
CONCERN TO ANSWER:
i. Design, draw & elaborate Strategic Planning, Implementation & Control Process
for Gayle’s Soaps to increase the market share to at least 45% in 12 months.
ii. As a Marketing Manager, prepare Holistic Marketing Plan in consideration of the
future price increase of its popular products.
(Marks: 5)
ANSWERS TO QUESTIONS
Q1 ) A
ANSWER

No I do not agree that Money spent on Advertisement (ATL) is wasteful ,yes we all know there are some
limitations for advertisement most importantly it confuses the buyer but what I think is that advertisement
in the shape of ATL is not a waste but a good reason for investment,to gain a plus point for my opinion to
this I would be sharing some of the merits which would prove that advertisement is the source of
investment.
1) REACH OUT TO PEOPLE
To gain customers and to attract them towards you ,advertisement is one of the essential asset for
any buinsess to promote in vast geographical area through TV , radios and billboards, and it has
been research that by spreading advertisement on daily basis in geographical areas has reach out to
million of subscribers within the day.
2) EFFICTIVELY CONVEYING THE MEDIUM TO CUSTOMER
Advertising has evolved into one of the most powerful mediums of communication, thanks to
advancements in art, computer design, and graphics. Even basic items and announcements can look very
appealing thanks to the visual effects that can be made.
For me one of the most beneficial tool for promotion is advertisement ,because in every buinsess we
require promiotional techniques or ideas for building customer support and selling the products,which may
lead towards customer satisfaction or customer interest.
3) ECONOMY
If a great amount of people are to be met, advertisement is a very cost-effective form of communication.
Because of its broad scope, the total cost of advertisement is spread out over a number of existing contact
links. As a consequence, the cost of reach per unit is low.
There may be some chances of misusing the advertisement tool which can be protected by code of conduct
by athe advertisers or the law it possess,I would simply say crtiticism against advertisement are not true.
Advertising is known as a critical marketing method. It aids a company in efficiently engaging with its
target customers, rising sales and, as a result, lowering production costs per unit. It is not a social waste; on
the contrary, it adds value to the social cause by boosting productivity and creating jobs.
Q1 B
The tactics I would be usning to beat and compete with my customer are as follows:
1) Firstly I would be focuisng wiyhout any interatction
2) After that decision making would take in which ,which is high preferring task ,what are tge
resources available
3) I will larn how to handle things in buisness
4) I will Understand my competition
5) Set the prices according to customer needs
6) Will make a difference between my products and the competiotrs one
7) Definitely be clarifying and spreading my message of the product
8) I will target the new markets and looing after my existing and loyal customer
9) Building partnership opportunites ,socially interact with people in promoting the buinsess ,I would
be highering bloggers
10) Emerging as a innovative brand,and looking after my team customer which build great support to
my buisness

Q,and 2 A
They are android phones but it depend upon the price we should be providing customer with good
smartphones that has the various function which attract the customer.

Q2 B
Promotion tools I would recommend would be social media and bloggers ,bloggers attract the
audience and more over we can hired actresses for our advertisement.

Q3 A
I agree with Mabel's decision on the location because location is the most important factor in a
company's success. If Mabel opens her shop in a more commercial place, her prices will change in
accordance with the venue, and she will draw more customers. If she opens a shop in a place where
people pay little attention and where the location is bad, no one will come.
Mabel that she is more worried with her company's location. Location is crucial for any business to
function effectively and plays an important role. In Hyderabad, for example, people from all walks
of life come to Autobhan Road to shop and do their grocery shopping. People who value quality pay
more for high-quality goods at Autobhan stores such as Khaadi, Bonanza, and others. • Mabel
should give them coupons and discount cards to create strong customer relationships.
• She should ask her customers about their experiences at her hair salon, which will help her learn
more about what people like and don't like.

• She has the ability to be humble and professional when dealing with clients.
B)
way 1: by providing high-quality service, way 2: by offering discounts to customers, and way 3: by
providing a welcoming atmosphere.