Kathmandu university school of management

Balkumari, Lalitpur

Mid Term

Submitted to:

Ms. Roshee Lamichhane

Faculty of Consumers’ Behavior

Submitted by:

Angel Nakarmi

18761

Section C, 3rd Year BBA

Date of submission: 5th December, 2020

Question: Locate one example (one advertisement or one article) depicting practices that

are consistent with the societal marketing concept. Explain your choices. (5 marks)

Ans: Societal marketing is the concept of marketing in which a business makes profit by

satisfying the needs and wants of the customers by fulfilling its social responsibility. . Societal

marketing puts an emphasis to make the company fulfill social responsibilities for sustainable

future.

One of example of advertisement depicting practices that are consistent with the societal

marketing concept is the marketing of Apple’s ‘IPhone 12’.

Apple has recently launched the IPhone 12 without any accessories included inside the box.

They have claimed to exclude the charger as well as air pods in order to reduce the plastic wastes

and carbon footprints.

Here, Apple has shown a message by being mindful of the plastic wastes and fulfilled their social

responsibility. In the mean time they are aiming to make some extra profit by selling the

accessories separately. Similarly, Apple has always been providing value, satisfaction and

retention among the customers. With its latest launch Iphone 12, Apple has aimed to provide

maximum value to its customer by marketing Iphone 12 has the fastest and most powerful

smartphone in the world. Similarly, the inclusion of 5g network and biggest display ever in an

IPhone, Apple has taken a big leap from previous IPhone models to provide maximum value and

customer retention.
Question 2: A marketer of health foods would like to segment its market on the basis of

self-image. Describe how the marketer can use actual self-image and ideal self-image to do

so. (5 marks)

Ans: Self-image is the representation of one’s perception of his/her own traits, characteristics,

personality, and overall image. Actual self-image and ideal self-image are two of the four types

of self-image, where the actual self-image means how a consumer perceives himself/herself

whereas the ideal self-image means how a consumer would like to perceive himself/herself.

Knowing consumers’ actual self-image and ideal self-image is very important for marketers as it

helps them know what kinds of products the consumers would be willing to purchase and how

the products should be marketed to them. We as a consumer are influenced by many different

things like advertisements, status in the society, fashion, trends, etc when it comes to purchasing

products. Furthermore, our purchasing habits tend to differ according to situations and many

other things. This is where actual self-image and ideal self-image also come into play. Almost all

the products and/or brands have their own personality and identity, and we as a consumer tend to

match our self-image with the product and/or brand personality and buy such products more than

the ones that do not match with our self-image.

Consumers are becoming more health conscious. Increasingly, products that are labeled

“healthy” are being marketed as new retailers and new brands aim for the consumers’ share of

wallet. In such health conscious market, a marketer of health foods can use actual self-image and

ideal self-image by positioning their products as healthy and targeting people with actual self-

image of a healthy person and ideal self-image of a healthy person. For example, a fitness

enthusiast is very health conscious and always tries to maintain a proper healthy diet, such

person would look for foods with low fats & chlorestrol as well as high energy and protein. To
satisfy the needs of such customer and attract them, the marketer should market their product as

“Low fat product” or “ High in protein” and portray their brand as healthy.
Question 3: Select a company that produces several versions of the same product under the

same brand name (do not use the examples discussed in the chapter from book). Visit the

firm’s website and prepare a list of the product items and the benefits that each item offers

to consumers. Are all these benefits believable, and will they persuade consumers to buy

the different versions of the product? Explain your answers. (5 marks)

Ans: An example of company that produces several versions of the same product under the same

brand name is Bajaj. Bajaj offers several versions of its Flagship motorcycle “Pulsar” to its

customers such as Pulsar 150, Pulsar 180, Pulsar NS, etc.

The list of product offerings that Bajaj offer under the same product name “Pulsar” and benefits

provided are:
 a) Pulsar LS 125- City commuter, Fuel Economy, Ride comfort

b) Pulsar 150/180- Fuel efficient, Lightweight

c) Pulsar 220f- Powerful, Sporty feel

d) Pulsar NS- Powerful, Aggressive looks

e) Pulsar RS- Racing Sport

f) Pulsar AS- Riding comfort, Adventure Sport

The vast offering of Bajaj on Pulsar series provide different distinct benefits on different model.

The customers have a wide range of alternatives to choose from the Pulsar series. The LS 125

model of Pulsar is all about fuel efficiency and riding comfort with low power output, Pulsar

150/180 offers lightweight bike with decent power and good fuel efficiency, Pulsar 220f offers

powerful engine with great pickup punch and a sporty feel to it, Pulsar NS refers to “Naked

Sports” and offers futuristic looks with a very powerful engine, Pulsar RS 200 refers to “racing

Sports” and offers racing committed design as well as look which provides the maximum power

of all the Pulsars and lastly Pulsar AS 200 which refers to “Adventure Sports” offers great off

riding comfort with suspension setup focused for off road.

Here, Bajaj has nicely positioned its Pulsar offerings according to the wants and needs of

different types of customers. The pulsar LS as well as 150/180 series is very popular among

normal people who use bikes for everyday commuting. Similarly, the Pulsar 220f is mostly

popular among youths due to its sporty looks and powerful engine. Lastly, the sports series of

Pulsar NS, RS, & AS are popular among the hardcore bike enthusiasts who are passionate about

bike rides. From the debut back in 2001, pulsar bikes have dominated the market with its several

offerings.