Fundamental of Marketing Management

Assignment 5

Answer 1: -
Digital promotion campaign:
In the year 2014, Apple introduced their new promotion. It was a hashtag called “shot on
iPhone”. They wanted to highlight their phone’s camera and its clarity and reliability. Apple
was also famous for its cameras as it was as good as the regular professional cameras. This
campaign was a massive success. There were many “participants” who were using the
hashtag to post the photos they had taken. With minimum spendings, Apple had managed
to reach a wide range of potential customers. The hashtag was “#shotoniphone”. This was
also their tagline in the ads they made the following years and was also the main theme of
the ads. It was accompanied by an addictive song which was one of the biggest highlights of
that advertisement campaign.
In this campaign, people had to submit their pictures they took using iPhone camera. There
was a panel of expert judges who evaluated the pictures and the good ones were used by
Apple and were displayed on their billboards, outlets, etc. There were around 15 million
posts which were followed by the hashtag making this campaign one of the greatest and
biggest campaigns ever. This campaign was primarily designed to increase the sales of the
iPhones. This was the main intention of Apple. They (Apple) never invited people to try out
the hashtags. The people hopped on as the matter was trending and also because some
people who had iPhones participated in the campaign. It was also designed to create online
awareness, interests and conversation but the main motive of Apple was to increase their
sales. The consumers targeted by Apple are upper middle-class people. Apple products are
expensive but they are easily affordable by the rich class people. Apple mainly promoted
this campaign on social media. This medium was selected because their reach on social
media is impressive. Also, they wanted to target the teenage population, hence, social
media was the best medium where they conducted the campaign.
Therefore, this is the digital campaign which was followed by Apple and it was a massive
success.

ANSWER 2: -
Toys come under consumer goods and hence, the distribution channel which should be used
in this case is three stage distribution channels. The distribution channel plays important
part in the trade. There are many channels for distribution and optimal channel should be
used for a particular product.
The channels of distribution used for consumer goods are:
 1. Zero channel: In this channel, the goods are transferred only from manufacturer to
the consumers.
2. One stage Channel: In this channel, the goods are transferred in the following way:
Manufacturer  Retailer Consumers
3. Two stage Channel: In this channel, the goods are transferred in this order:
WholesalerManufacturer  Retailer Consumers
4. Three stage channels: In this channel, the goods are transferred in the following
order: Manufacturer Agents Wholesaler Retailer Consumers

ANSWER 3
(A) For perishable goods: For perishable products, zero channel distribution method is
suitable.

Manufacturer Consumer

(B) For this case, the three-channel distribution is suitable.

(C) For this case, one stage channel distribution is suitable.

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