MID TERM EXAMINATION

Course Title: Marketing Management (A)

Course Instructor: Aysha Qayyum Semester: Spring 2021

Course Code: MK320 Max. Marks : 30

Duration : 10a.m. to 12 p.m. Time: 1.5 Hours

Date : 3-05-2021 Program: BBA, BBIS

Section : A Percentage: 25

Paper Review Date: Paper Review Time:

Name: Mutahar Student ID: S2019054019

INSTRUCTIONS

1. Write your name and registration number on the Paper and Answer Sheet in the spaces
provided
2. Write with blue/black permanent ink pen
3. Try to finish your exam within prescribed time

30

Marks Allowed Marks Obtained

___________________

Instructor Signature
 Short Case Study

Recent businesses have changed the landscape of traditional business models and have created
interesting techniques to capture the attention of their respective target markets. Allrecipes.com
is one of the best examples of such businesses. Allrecipes.com has cooked up a winning online
formula by blending recipes posted by individuals with those provided by corporations
promoting their own products like Kraft cheese or Campbell’s Soup. After almost a 50 percent
increase in site visits and unique visitors in 2009, the Web site overtook the Food Network’s
recipe site as the market leader. With tens of thousands of posted recipes, it thrives on people’s
willingness to share recipes and the satisfaction they feel if their recipe becomes popular with
others. The viral nature of the site’s success is obvious—it doesn’t spend any money on
advertising! Users tend to think of it as “their” site—not something with a big company behind
it.
In Pakistan there are several YouTube channels that are doing this kind of work and the have
formulated 10 to 15 minutes long recipe series. FoodFusion is one of the best examples in
Pakistan that has somewhat tailored the concept of Allrecipes.com.
They select the recipes, practice it and then make short videos of 2 to 3 minutes with all the
important information and method to cook. FoodFusion is becoming popular day by day and like
Allrecipes.com they are also using products from different companies like spices from Shan
Masala, Cream from Milk Pak, Milk from All Pure etc. They have used the concept of
sponsorship and have attracted the people due to small duration and easy to cook recipes. Now
they have created their own website too fodfusion.com. This business has been set up by a
couple who is food enthusiast. On their website they have created many categories of food along
with their cooking partners including Surf Excel, Dawn Foods, Knorr, Sufi etc.
Write down 2 examples of experience marketing and place marketing.
Analyze this business and answer the following questions.
Attempt all the questions. All questions carry equal marks.
You are allowed 50 words for each question. Marks will be deducted for overwriting.
Q1) In your view how they have used the concept of Disintermediation, Also highlight 1 more
business that you can quote as an example of following disintermediation concept.
Food Fusion uses the Concept Disintermediation, as they select a recipe and make a short video
of 2 to 4 minutes that providing the method of cooking to people directly. Another example is
Ijaz Ansari Food secrets of similar business category. He provides his own recipes to his
viewers.
Q2) Position FoodFusion on positioning map (Perceptual Map) relative to other cooking shows

and channels.
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Q3) Write down 2 examples of promotional alliance.

In Promotional Alliance One company agrees to carry a promotion for another company’s product
or service. McDonald’s, for example, teamed up with Disney for 10 years to offer products related to
current Disney films as part of its meals for children.

On the other hand, Starbucks also teamed up with Barners Starbucks and Barnes & Noble

Starbucks formed another long-term, successful in-store partnership with Barnes & Noble