Quaid-i-Azam School of Management Sciences

Terminal Examination
Marketing Management -- BSBA 4 (A&B)

Time Allowed: 180 mins August 12, 2020 Max Marks: (40)

Name: Muhammad Sajid Iqbal

Reg. No. 04151813084
Batch/Section BSBA /A
:

NOTE
 Write relevant – avoid stories  All the answer sheets will be plagiarized first so avoid copying
 Write the reference from where the content is taken  Answer submitted on MS Team using MS Word will only be considered

Question No. 1 (a) (marks 10)

From the case-study – McDonald’s
How McDonald has grown its brand equity over the years? Has McDonald’s changed in different
economic times or in different parts of the world? Explain.

Ans. Brand Equity

McDonald’s has improved its brand equity over the year even though it falls in 90s due to several
reasons like no proper training was given to employees and there was also expansion in other
countries but the service was not good at the restaurants. Despite of all these things McDonalds
showed get a greater attention by making a loyal cutomers.
Recession
 During the period of recession the company did very well than rest of its peers
 One of the two companies whose share price also increase in world wide recession and
earned a revenue of $27 billion.
Ronald McDonalds
 In 1974 Ronald McDonald’s a charitable was also opened for the children having the
disease of leukemia
Values
 It has improved its brand equity by consistence of values and continuous trust build
among its customers
Campaigns
 McDonald’s has adopted good market strategies and started compaigns like “I’m
lovin’ It”
Respond to consumer needs
 McDonald’s has continuously responded to consumer needs including convenient
locations, easy dining and affordability
Low Income consumers
 McDonald’s meanwhile targeted low incomes customers and teenagers by
introducing $1 menu
McCafe’
 McDonald’s has introduced McCafe coffee that targeted consumers in booming
coffee industry
Drive thru
 the company has improved its drive thru service
 good wifi for the consumers
 It added more snack options
Salads and apple slices
 McDonald’s added salads and apple slices in happy meals instead of French fries
Economic Situation
 McDonald’s easily adopted its economic situation by introducing regional foods
Segmentation
 McDonald’s segmented its products according to the respective regions
 Segmentation is from region to region For Example beef burgers are available in
McDonald’s at Pakistan but not available in India
Plan to Win
 McDonald’s made a strategy of Plan to win and increased its sales at a gigantic rate
All white meat nuggets
 McDonald’s has also dismissed its claims of mystery meats by introducing all white
meat nuggets
Cheap Offerings
 McDonald’s offered cheap products then rest of its competitors in difficult economic
situation
References
https://en.wikipedia.org/wiki/McDonald%27s

Question No. 1 (b) (marks 10)

From the case-study – McDonald’s
What risks do you think McDonald’s will face in the future?

Ans. Risks that McDonald’s will face:-

Tastes and Preferences
As new brands are opened For Example Subway then the competitions will also be
increased that would change the preferences and tastes of the consumers
SUBWAY vs McDonald’s
Subway are offering healthier option. For Example Subway Big Philly burger contains 1000
calories then McDonald’s Big Mac that contains 550 Calories
Local Fast Food Chains
Local brands are also opened that penetrates the small area and gets market share. For
Example In Multan many local brands are opened like AFC, Arabian Pizza Hut etc has get
the market share.
Expansion
They will have to be very careful when training employees during expansion in order to
maintain quality and service standards
Currency Risk
Many countries have an undervalued and overvalued currency when a company invest in a
country that has overvalued currency then it results in loss of a company
Religious Division
Many countries has strict rules and regulations. For Example In Pakistan it is forbidden for
a company to sale those products that are Haram in Islam.

Financing Risk
The company do debt financing for a long term at a high interest and country’s economy
sometimes declined that results in loss of a company
References
https://en.wikipedia.org/wiki/McDonald%27s

Question No. 2 (marks 20)

You are going to launch a product/service in coming winters at Pakistan when the world is
experiencing pandemic Covid19;
a) Select appropriate target market, explain why this market?
b) How would you do market segmentation, elaborate each segment with required details.
c) Design marketing mix strategies and highlight your points briefly.
d) How would you deal with competitive strategies?

Ans. In this pandemic situation, I am going to launch hoddie in which the gloves and the
mask are attached with the hoddie.
Why I select this product?
I select this product because as we know that winters are coming and Pakistani’s people also
purchase a convenient product and Pakistan’s people don’t purchase mask and also don’t wear. By
getting this product that contain gloves as well as mask that protect human body from this
pandemic and this masks and gloves are recycled by washing it through sanitizer.
How is it design?
A zip is attached at the end of sleeves that connects the gloves and the sleeves and the mask is
attached with hoodie’s cap and it is also attached through zip.
Benefits
 It will be protect the man from this covid 19
 People don’t need to purchase more masks
 It is recyclable
 As it is designed perfect for the customers
 We can wash gloves and masks through sanitizer
 It not only saves us from cold but also it will save from this pandemic
a) Target Market
The target market is the all of the three class’s i.e upper, middle and lower class. As we all know that
people do not purchase masks and gloves and this product is especially designed that both of the
things are attached and its main advantage is it is recyclable. All classes are targeted to get
maximum market share
b) Market segmentation:
 Behavioral Segmentation
it is segmented by the behavior of the people as most of Pakistanis do not wear gloves and
they don’t purchase masks and gloves.
 Geographic segmentation
it is segmented geographically in all of the big cities of Pakistan
 Demographic Segmentation
It is segmented demographically and this hoodie is especially for the people having age more
than 20
 Psychographic Segmentation
Personality traits
People with sober and sophisticated lifestyle can use this product
c) Marketing mix strategies
A marketing plan is an effective opportunity available to the business owner for converging
all of its resources with comprehensive planning to achieve desired results
Product
It is a high quality products as it would be a new unique product in a market that not only
protect us from covid 19 but also from cold
Price
 The price of the hoodie is Rs.1500
Promotion
For the promotion of this product ATL and BTL techniques is used to get attention from its
customers
For Example they use digital advertising. Ads of this hoodie are come repeatedly after
regular interval of time with celebrity endorsement on TV for promotion of the brand to keep
customers loyal.
They also use print media for advertising
I will use a tagline in my ads as “Better care better understanding”
Placement
This hoodie is available in Diner’s outlet as I will launch this product in Diner’s outlet which
has a brand image among its customers and the customers will prefer to purchase this brand
Other Marketing Strategies
 Will use the strategies of extensive market
 Will use digital media for advertising
 They also use a word of mouth for their marketing
 Will provide email and contact number in order to satisfy the customers
 Forward integration strategy we will build a very strong relationship with the customers
d) Deal with competitive strategies
As the product would be newly launched in the market than in start I will do monopoly as I
have a competitive edge as compared to my other competitors like Levis, Cougar etc
 Improve the customer service
 Identify and solve the pain points of the customers
 Perfect pricing strategy revolves around the marketing psychology
 As it would give a competitive advantage

--- Good Luck ---

There are no magic wands, no hidden tricks, and no secret handshakes
that can bring you immediate success,
but with time, energy, and determination you can get there.