NORTH SOUTH UNIVERSITY

‘ASSIGNMENT 1’

MBA Program

BUS 620.4 (Marketing Management)

SUMMER 2021

Submitted By Submitted to

Khan Touhidur Rashid Rana Dr. Nasrin Akter

ID:2016309660 Dept of Marketing & international Business

North South University

Question1 :

Holistic Marketing Concept : we can say in one word , holistic marketing is a dynamic marketing
recipe for a business. Holistic marketing refers to a marketing  art & strategy that consider the
entire of a business and all the different marketing channels like direct selling; selling through
intermediaries; dual distribution; and reverse channels as a system. Marketing is considering the
social, environmental , customers different win-win situations but marketing is more than that
like marketing is not only creating values, delivering , communicating rather it makes easier to
grow with the customers , to make the customers satisfied & retainable. Holistic marketing is
based on the development, design , implementation of the marketing programs, process &
activities of a organization. The main fact is that , holistic marketing accept everything matters in
marketing & that a broad , integrated perspective is frequently necessary.
Holistic marketing recognizes & reconciles the scope & complexities of marketing activities.
four broad components that characterizing holistic marketing

 Relationship Marketing
 Integrated marketing
 Internal Marketing
 Performance marketing

Needless to say , in the 21st century, the trends & forces are defining the new marketing realities.
those are leading business firms to embrace a new set of beliefs & practices all over the world.
Coca-cola is one of the largest conglomerates in the world. Coca-Cola is changing the way it
does marketing. Primarily, by adding a digital component to its traditional marketing tools.
Specially the new model is based on moving consumer, they highly focus on customers
expressions, impressions, conversations, transactions.
Looking at the Coca-Cola’s new TVC, we easily observe that innovation leads a company to
build mutually satisfying long term relationship with key stuff with the business & maintaining
marketing balances.so , we can explain the situations & coca cola’s happiness campaigns in the
light of holistic concept ,
In The context of Relationship Marketing: A key goal of marketing is to develop deep, healthy
relationships with people, consumers, organizations, that directly or indirectly affect the success
of the firms marketing activities. A picture of the first day of college has been shown on a TVC
of Coca-Cola. Champaign. It’s a great TVC. This TVC conveys a great message to the fresher’s
not only fresher rather all targeted consumers as well. In the TVC, they emphasized on one thing,
to make fresher’s bond, making new friends, grouping chat, to adapt oneself to this environment,
to make oneself comfortable with others, overcome shyness, it’s a great initiative for Coca-Cola
to accelerate in their selling items. Besides, another TVC shown other scenario, Coca-Cola
reinforces its message of happiness with ‘Hug Me’ vending machines with dispense free product.
This strategy helps to make people laugh, makes in cheerful, these communications focus on the
core themes of happiness, optimism. Which defines brand positioning(Share a Coke. Experience
Happiness).Consumer preferences. Specially coca cola has been shaping separate offers, services
, & messages to individual consumers & capturing a larger share of each customers by building

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high customer loyalty. This type of marketing effects extends in a society as a whole. The
ultimate outcome of relationship marketing is a unique company asset “marketing Network’.
In the context of Integrated marketing : when the marketer draws marketing activities &
assembles marketing programs to create , communicate & deliver value for consumers , then
integrated marketing occurs. Coca-Cola’s happiness campaign not only creates demands but also
tapping into emotions, providing experiences of happiness which are associated with their brand.
the interpersonal experiences and emotions people have which are initiated by seeking out the
product. we can understand it only by watching the TVCs well, Coca-Cola customized one of
their vending machines on a college campus, and staffed it, to provide unexpected results that
required sharing with others, such as multiple bottles of Coke, large pizzas and over-sized
sandwiches. Meanwhile, so, YouTube video highlights the collective reactions of the college
students present.so, Company must develop an integrated channel and access each channel
option for its effects on product sales & brand equity as well as proper interaction with the
consumers.
In the context of internal marketing: By watching TVC, we easily realize how much TVC is
planned. Those who have worked here, all employees are smart, dedicated, motivated to serve
the customers well. Marketing succeeds happen when all departments work together to achieve
customer’s goal. Through these type of reinventing marketing strategy at Coca-Cola, Hug Me
vending machine TVC in social media, YouTube. within a week the video generated 112 million
impressions (Marketing Management, kotler & keller) which is huge for any company to lead the
market.so Internal marketing is an important element of holistic marketing for designing the right
product, finance furnishes the right amount of funding, purchasing the right materials,
productions makes the right products in the right time, promoting products in an innovative way.
Such interpersonal harmony is important for making marketing convenience of consumers.
In the Context of performance marketing: We’d probably assume Coca Cola uses AI extensively
to improve its business. An increasing number of these are equipped with touchscreens, wireless
connectivity, and computing power. Most important preference is, they are determining the best
location for vending machine which not only creating consumer value but also creating
awareness, customers are informed regarding the product characteristics and convincing to
repurchase. Performance marketing requires understanding the financial & non-financial returns
to both society and business from marketing activities and program at large.
Justifications: Now is the time for globalization. The world has become a smaller place.
Consumer & customer capabilities are increasing. So, Overall & in the context of our country, to
maintain the supply chain , increasing productivity, retaining the long term loyal customers, There
is no substitute for holistic marketing in any business organization, production organization.
private sector is starting to take responsibility for improving living conditions & increasing the
value of marketing across the world that elevated the role of corporate social responsibility.
Companies like Coca-Cola starting to use AI to promote their product, capability, innovation.most
company working on experiment & places much importance in cultural leadership that causes
benefit others. Develop better solutions. Of course, marketers should design & implement any
marketing activities with all other activities in mind.

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Question2:
a.
 Fur Overcoat of brand MODA
 Charity Concert of Justin Bieber
 Marketing Campaign- ‘Know the real value of unpaid household work’ by Care
Bangladesh.

Fur overcoat is a “good’. Fur overcoat is clothing which made of furry animals hide. Fur is one
of the oldest forms of clothing .to increase its selling and capturing consumer of fur demand.
Firstly Brand MODA has to target markets, identify distinct segment of buyers who actually
demand it. It’s actually luxury fashion segment. The marketers of the brand need to develop a
market offering that positions in target buyers minds with some key benefits. Like stylish,
durable, cold won’t be touchable etc. actually MODA will accelerate its selling of the product by
increasing brand value. Brand value proposition is very important for any brand. To reach target
market, the marketer uses marketing channels. Communication channels deliver and receive
deliver messages from target buyers like newspaper, television, mail, telephone, Facebook,
instagram those media are important for promoting, selling products & retaining customers by
renovating product-line through Consumer demands. The brand use paid media to interact with
customers. Paid media include TV, magazine, display ads. Paid media allow marketers to show
their ads or brand for free. Besides, marketers must be remarked with impressions and
engagement which reflects much more active response of the consumers. For then markets have
to think about competition, market environment for maximizing profit and satisfying consumers.
 Charity Concert of Justin Bieber
It’s an event. Charity concert of Justin bieber is such a demand which can be marketed through
promotional strategy. Promotion strategy should have a charitable cause at its Centre.  A good
cause is a great opportunity to get the local community together. You know, when a famous
musician performs in this kind of concert, its going be a gigantic hit. So, fundraiser plays significant
role to organize this kinds of show. And the marketing strategy is used to promote the show.
 Define the Target Audience: Marketers/Organizers are starting marketing a special event,
firstly must determine the target audience for the event. Since your focus is on raising
money for your organization, you may be tempted to define your target audience as
"everyone".
 Prepare the Marketing Message: Using slogan for the concert like “humanitarian concern
is the first priority”. & marketers have made a decision about the target audience for the
event, the next thing they must need to do is create a marketing message. Like Live Aid.
so marketing message that will capture the attention of the people marketer/Organizer
want to reach and persuade them to participate in the event.

 Online ticket sales - Consider using a website to offer tickets for sale online.
 Ticket outlets - Ask a few local retailers, professional offices or banks to serve as ticket
sales outlets for organizers event.

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  Press releases - Write and distribute press releases about the charity event to local print
and broadcast media, as well as to appropriate new media outlets.
 Media sponsorships - Consider offering title media sponsorships to local media.
 Social media - Spread the word about the charitable event through social media outlets
like Facebook and Twitter.

 Marketing Campaign- ‘Know the real value of unpaid household work’

by Care Bangladesh.

It’s a public awareness campaign & ‘experience’ Awareness campaigns are one of the most
popular, effective, and flexible ways to raise public interest and educate any community about
nonprofit’s mission.

Public Awareness campaigns are flexible. Marketers of care Bangladesh can mix-and-match a
variety of strategies and digital tactics to reach and engage the audiences. It can be marketed by

 Social media campaigns.

 Multichannel marketing strategies.to reach the audiences, Care Bangladesh uses three
kinds of communication channel.
 Peer-to-peer fundraising and ambassador campaigns
 Virtual awareness events.
 Partnerships with other local organizations.

b. Which particular type of demand related to these entities that you need to manage as a
marketer in the context of Bangladesh?

 Fur Overcoat of brand MODA

I think, fur overcoat (Good) demand is a non-existent demand in the context of our Country.
Nonexistent are those demands Customers are unaware or uninterested in these types of product.
Or the customers know about the product but they are not interested to buy. Consumers thinks
this may be happening because of culture or thinks them this merely wastage of money. Actually
consumer untrusted about the product. In the perspective of our country, it’s not a common good
or clothing for everyone. Basically this product will not work in our country. Because it is
usually a winter product or seasonal goods. Usually in our country, wearing fur in the maximum
winter will make you sweat, besides its costly too. As the fur is a luxurious product. but A class
of people who actually can buy for fantasy, or for modeling, to collect this type of clothing.

 Charity Concert of Justin Bieber

This is overfull demand. Overfull demand means that demand is more but supply is less. Charity
Concert of Justin Bieber (event) is overfull demand in the context of our country. There are
enough reasons behind the overfull demand. Charity concert of Justin bieber, firstly it’s an event
that has a great purpose. But in our country, this type of concert is very rare, except joy Bangla
concert, but that’s irregular demand for us. Which comes & goes in every year. But we don't
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know when it will happen, or if it be happened we have no idea if the concert will ever take place
in our country, so Ticket sales will increase a lot, so the demand will have to be reduced by De
curving. So I think its overfull demand.

 Marketing Campaign- ‘Know the real value of unpaid household work’

by Care Bangladesh.

This entity ‘experience’, i think it’s a latent demand. Latent demand is the demand that is not
stated in mind but we want it. This kind of campaign is a great initiative for broadening the
positive sights about the household work; these works are not cheap, but respective. Here is the
campaign that hosted by Care Bangladesh. These kinds of campaign increases public awareness,
increasing awareness about the real value of unpaid household work. We can consider it a latent
demand for people may share a strong need but can’t satisfy with any existing product or
experience.

References

 Slides, Class Recordings

 kotler & keller , Marketing Management, 15 e, 2020-21.
 https://charity.lovetoknow.com/how-market-charity-events.

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