University of Management and Technology

Digital Marketing

Assignment 1
Submitted To:

Sir Zeeshan Shaukat

Submitted By:
Tayyab Yaqoob (F2019005076)

Section B
 Identify 3 brands that employ Alpha mentality with regards to marketing
campaigns:

1) Coca-Cola
Coca-Cola is a great example of a brand that’s well-known for its international marketing efforts.
Though a large corporation, Coca-Cola focuses on small community programs and invests a lot
of time and money in small-scale charity efforts.
 Coca-Cola try to promote your values by investing in communities worldwide. Coca-Cola start
small, such as with a yearly sponsorship or recurring donation, and then work your way up to
launching a charity effort on the ground. These are feelings that transcend countries and
languages, automatically helping you reach a global audience.

2) Spotify
Spotify is one of the world’s biggest audio streaming platforms. They rely on their customers
more than any other company. They come up with fascinating features to enhance the user’s
experience.
 One such feature brought into Spotify was the Spotify Wrapped in 2018. As the name
suggests, Spotify Wrapped wraps all the history of the user’s listening experience
throughout the year to present as a nostalgic feature.
 Another beautiful feature was the mood-based music. This was a revolutionary feature
that put Spotify on a pedestal. Spotify automatically created music based on the mood or
activity of the users.

3) BMW
BMW has been having a feud with Mercedes-Benz for several decades. The two
automotive rivals have targeted each other for their marketing campaigns. This is
because of the fierce competition between the companies. In 2019, when the CEO
of Mercedes retired after 49 years, BMW created a friendly and funny
advertisement showing how the owner is “Free at last” and can drive a BMW
without any problem. This is known as rival targeted marketing. It is implemented
by famous companies that have a competition with each other like Puma and
Adidas. This type of marketing can boost your market and bring down your
opponent’s revenue at the same time.