UNIVERSITY OF CENTRAL PUNJAB

SUMMER 2022
Course Title: Marketing Management
Question No 1: (04
Marks) Select any market offering (product or service etc.) of
a brand. Write down how its market mix is customer centric i.e. explain in the light of both 4Cs
and 4As. You need to explain each in two to three lines minimum to justify your answer.

Product Chosen: Shan Masala mixes.

4Ps 4Cs 4As

Product:
Shan masala mixes has a
wide variety of options. The
mixes have authentic taste.
Importantly the ingredients
used are fresh spices and
halal. Less number of
preservatives and processed
ingredients are added
making it a safe choose for
everyday use.
Price:
Shan Mixes uses good value
pricing strategy by offering
the right combination of
quantity and quality at a fair
price. Shan mixes usually
lies in the range of Rs. 90 –
120 per box.
Place:
Shan has an extensive place
distribution strategy. From
rural to urban areas Shan
has deeply penetrate the
market of Pakistan. Shan
Customer Solution:
Due to latest trend in households of
both partners doing jobs now.
There was a need for easy and
quick cooking solution while
keeping the authentic traditional
taste alive. Shan came up with
spice mixes for modern women and
teenagers (who are away from
home) to provide them easy and
quick cooking solution that allows
them to have delicious food in less
time.
Customer Cost:
As the mixes are intended to be
used almost every day. It was
important to set its price to match
the perceived value in the customer
mind that could buy the spices
locally at cheaper rates.
Convenience:
For customer convenience, Shan
mixes are available in form of
sachet and boxes at large number of
retail stores, wholesale markets,
super-marts, and international
Acceptability:
Shan mixes are functionally and
psychologically acceptable as it
has natural and safe ingredients.
It is very easy to use and provide
convenience for its consumer. It
performs its desired function
well by meeting customer
expectations. Shan has a strong
good will among its consumers.
Affordability:
Shan mixes price is suitable and
affordable keeping in mind
Pakistan’s economic conditions.
In this high inflation time,
customer psychological accepts
the price of Rs.97 per box.
Accessibility:
Shan’s customers are available
in both small and urban cities.
Shan products are distributed
based on geographic
segmentation. In urban areas,
also exports and supplies its chains. Shan mixes are available for
mixes globally to over 65 home delivery at Shan website and
countries targeting mostly food delivery apps like food panda.
Muslim, Indian, and middle
eastern population.
Promotion: Communication:
Shan has a very active and Shan has always chosen right tools
strong marketing for communication. It targets its
department. It has shown its main customer women via
presence online effectively attractive and emotional TV
by advertising its content on commercials and launch campaigns
social media, while also in local communities by
keeping the traditional distributing food made by Shan
aspect of TV and billboard mixes. For teenagers and young
Ads running. women, Shan has strong social
media presence by running
Facebook and Instagram ads. Shan
also sponsors famous award shows
to build strong brand image.
sachet packs are not seen in the
stores whereas in
underprivileged areas only
sachets are supplied.
Customer convenience is a high
priority. Shan mixes are
available in high range of online
stores and retail shops. Shan
international customers also
have easy access to product.
Awareness:
Shan mixes has strong
positioning in its customer
minds. It has huge customer
equity in comparison to its
competitors such as national and
Habib foods. Shan has created
strong brand awareness by
continuously exposing its
customers to its products.

Question No 2:
(a) Write one example each for any seven states of demand. Your example must be well
narrated /clearly reflecting the respective demand state. (3.5 Marks)

1. Negative:
There is negative demand for primary care doctors or severe illness doctors, as people
will pay to avoid going to them. For example, people will buy unprescribed medicine
from local pharmacy for self-treatment, so they can avoid going to doctors.

2. Nonexistent:
Insurance or family planning services has nonexistent demands as most people are not
aware enough about these services, also there is somewhat negative phenomenon and
distrust regarding these services among Pakistani people especially rural area population.

3. Latent:
There is latent demand for Suzuki Mehran in the market. People buy it as it’s affordable
compared to other cars but will shift to another car the moment, they are able to afford it.
This shows they are unsatisfied by the current market offering of Mehran. They want
more from Mehran to remain loyal to it. Maybe better design or automation.

4. Declining:
There is declining demand for gourmet cola in the market. In face of its competitors,
people prefer coca cola and Pepsi over gourmet cola.
5. Irregular: AC has high demand during summer seasons. AC manufacturing companies
start aggressive advertisements just before or during summer season as at that time is
high demand for AC. This is an example for seasonal demand and is irregular.

6. Unwholesome:
Following latest trend, there is high demand among youngsters for Vape products.
Vaping is bad for health as it causes lungs and heart diseases. However, vape market is
growing rapidly due to high demand of customers.

7. Full:
There is always demand for staples and necessities like wheat, sugar etc. in the market.
Tea being the prime example of full demand in Pakistani market. Pakistan is the biggest
consumer of tea worldwide. No matter the season, occasion or economic condition,
Pakistani people demands tea.

8. Overfull:
During Eid time, there is overfull demand for transportation services for both domestic
and international travel. Transportation companies charges high fares during Eid as
demand is overfull.

(b) Use any product or service as an example and write it`s stated, real, unstated,
delight and secret need. (2.5 Marks)

Product Chosen: Elan Clothing

 Stated Need: The customer wants designer clothes to wear.

 Real Need: The customer wants good unique designs and high-quality clothes, with
intricate detailing.
 Unstated Need: The customer wants good services like alteration/customization options
and high-end outlets experience.
 Delight Need: The customer would like if ELAN also had matching accessories that will
go with their outfit.
 Secret Need: Elan clothes are seen as status symbol. The customer wants friends and
family to see them as rich and classy.