ANSWER BOOKLET

MATRIC NO mc230521983
PROGRAMME Bachelor Of Business Administration (Hons) - Online
COURSE CODE BARB1013
COURSE TITLE Principles of Marketing
SEMESTER 2
SECTION
DATE 29 0ctober 2023

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Principles of Marketing (BARB1013) CONFIDENTIAL
Final Examination September 2023

Matric No:

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1)

Mokti’s ice cream has several types of segmentation including geographic

segmentation,demographic segmentation, and psycho-graphic segmentation. It keeps
evaluating the potential business attractiveness of each of the segments based on the differences
between segments, the profits earned, the accessibility of segments and try to enter the segments by
providing suitable products to them.

Mokti’s ice cream geographic segmentation divide its customers based on region criteria. It
consists of Turkiye segments so far. It targets each of the segments by releasing beverages based on the
local culture and the local population’s preferences. It at urban area in Istanbul, Turkiye. The current
metro area population of Istanbul in 2023 is 15,848,000.

Next, Tealive’s demographic segmentation is based on criteria such as age, gender,life-cycle

stages and occupation. It targets customers in the age range between 15-60, and both males and
females, by offering different types of beverage to each of the segments. As an example, it releases
different sweetness of beverage for younger and older people. Most of the younger people loves
sweeter beverages while older people prefer lesser sweet beverages. Mokti’s ice cream also divides
their customers into several segments such as students, employees,professionals and so on.

Mokti’s ice cream psychographic segmentation divides its customers based on their
behaviour, attitudes, lifestyle and personality traits. They uses a few ways incollecting the
data to help develop its psychographic profiles for its typical customers including
interviewing target audience and making surveys to gather customer data

2)

Needs are the essential things to fulfill the states of deprivation for our survival. Needs can be basically
divided into Physical Needs, Social Needs, and Individual Needs. Physical needs include the basic human
requirements such as air for breathing, food, water, clothing, and shelter. Social needs are the
requirement for belongings and affection from friends and family. Individual needs can be varied
depending on each person’s perception, knowledge, and environment.The first level of needs are the
Physiological needs which are essential for us to survive. So this can include anything from air for
breathing, water, food, sleep, shelter, and clothing. The second level of needs are the needs for Safety.
The safety needs can include personal security, safety of resources, safety of employment, safety in
property and health. All the safety needs are the basic needs for humans as well. The third level of
Maslow’s Hierarchy of Needs is the need for Love; the need to belong, the need to have friends and
family. So this level of needs is called the social needs. The fourth level is the needs for Esteem, self-
esteem. In this level, we like to feel confident and have a sense of achievement in what we do. So this
level is also called as the level of respect. We like to gain respect from others in this level. The fifth level
is called Self-actualization level. Self-actualization is basically our need for wanting morality, a sense of
morality, a need for acceptance and also creativity. In other words, the level of self-actualization can be
called as the level of our full potential.

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Matric No:
In here what we need to know is that the human’s level of needs is not always going up level by
level. For example, people are willing to bear with the food to do what they want to do. Their basic
needs might not be fully fulfilled, but they are satisfied with themselves for being able to do what they
love. They can be accounted as the group of people who have reached the level of Self-actualization
needs even without fulfilling the basic needs.

The “Five Types of Needs” that Mokti’s ice cream shop should know in order to distinguish the
type of customer’s needs are as following. First stated needs, a customer wants to buy a food or drink
and if they says they needs a food or drink, then such need is termed as STATED NEEDS. Second is real
needs. When the customer wants a food or drink for actual need like they needs a food or drink for
feeling full with low costs, not low initial price, then such need is termed as REAL NEEDS. Third is
unstated needs. Customer also expects a good after-sales service from the seller when buying a food or
drink at Mokti’s ice cream outlet, such need is termed as UNSTATED NEEDS.Fourth is delight needs. The
customer would like the seller to include a gift with the food or drink such as a tumbler or free bowl to
delight them, but they doesn’t clearly express that they wants something with the food or drink at
Mokti’s ice cream shop. That kind of need is termed as DELIGHT NEEDS.Fifth is a secret needs. Needs
that the customer feels reluctant to admit; for example the customer wants a food or drink at Mokti ice
cream shop for the status symbol so that they can show their friends that they is a savvy consumer
(person who can spend his money wisely). But they feels uncomfortable to admit that status is
important to him. That kind of need is termed as SECRET NEEDS.Responding only to the customer’s
STATED NEED (“I need a food o drink”) and does not attempt to discover the customer’s REAL NEED (“I
need a food or drink with low price cost”) will not be able to fulfill the customer’s need. That’s why it is
said that responding only to the stated need may mislead the customer.

Wants are directed by our surrounding towards reaching certain needs. Therefore human’s
wants can be varied depending on each individual’s perception, environment, culture, and society. For
example, Turkiye people needs food but they may want a pizza, baked potato and kebab. With the
development of the information technology, a lot of things have turned from the stage of Wants to
Needs. For example, ice cream, dessert, coffee, tea and etc. Therefore there come the criticisms that
“marketing creates unnecessary needs, wants, and demands.”, “seller get people to buy things that they
don’t want.” In reality, sellers do not create needs. Human’s needs exist before the existing of sellers.
Mokti’s ice cream shop might promote some specific objects, and make people want those objects for
their needs. For example, Mokti’s might promote the idea that an food and drink can satisfy a person’s
need for physiological, they do not create the need for physiological of human being.

Needs or wants turn to be demands when a customer is willing and having the ability to buy
that needs or wants. Many people want a Mercedes, but only a few can buy one. Companies must
measure not only how many people want their product, but also how many are willing and have the
ability to buy it.There are many factors influencing the demands of human. Those factors can be
separated into social and emotional factors. Social factors is social factors can affect behavior and
therefore demand for the different products. Emotional factors is emotional factors of the customers
can affect the demand for some products/ services as well. For example, after some major incidents, the
demand for insurance can be increased.Social factors can be generally categorized into three factors as
following:

 Social awareness – the increasing in social awareness of our health can risk us from eating junk
food, drinking alcohol, smoking cigarettes, etc. affect the demand for those products.

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Matric No:
 Social norms – social norms that are acceptable in society can affect the demand of the products.
For example, people start getting awareness about the global warming and reducing the usage of
plastic bags affect the demand for the plastic bags.

 Social pressures – The pressures influence on people by peers can affect the demand for the
products/ services as well. For example, social pressure on every child should be literate can
increase the demand of education services.

As a sellers, apart from knowing the factors influencing demands, you should also know the
demand states of Mokti’s ice cream products. Demand is a very important concept in marketing. Firstly,
Mokti’s ice cream put in a lot of effort to differentiate itself from another brand. This differentiation
creates a brand name. The product design, its usability, and the unique features it stands out from the
competition. Therefore, there is a very high secondary demand for Mokti’ ice cream products in the
Turkiye market. Also, there is an interaction effect between the demand and the price of a product.
Generally, products that have higher demand can be priced higher.

3)

First is economic environment. Economics affect consumer purchasing power and spending
patterns such as inflation. Customers are delighted because charge affordable pricing for the materials
and good use. Mokti’s ice cream provided other services such as ‘Send a Gift’ package for their
customers who wanted to surprise their loved ones. They also update their current promotions on their
website and give their loyal clients an edge by accumulating points with every purchase when they
acquire a membership card valued. As they put it, Mokti’s ice cream s approach has always been to
focus on three basic things which are high convenience, high affordability and high quality of the
products on their menu. The concept of high affordability of ice cream a has paid in for Mokti’s. It also
makes sense if you think about it. For most of the Turkiye people, affordability of a product is a big
factor. Mokti’s ice cream studied the market and made sure that their products fall well within the
affordable range for most of the population Turkiye. Today, you can have Mokti’s ice cream at
affordable price and this price is maintained throughout the country without any exceptions. The high
affordability factor has not just helped Mokti’s ice cream to become popular in metropolitan cities, but
it has also helped in gaining market traction in suburban areas.Therefore, Mokti’s ice cream used idea
value marketing to encourage and attract more people to interact with them by purchasing a ice cream
or any meal at their store.

Second is technology forces. Technology internally is a key to long-term competitive advantage.

They must create more efficient operating or better products. We can think outside the box and
innovate within our organizations because of our technological understanding. As a part of digitization
drive to reach out to customers in a seamless manner, Mokti’s ice crem had deployed contactless
ordering capabilities across the system. The world today is moving towards technological advancements
at a very high pace. There are innovations taking place every hour, minute and second. Technology plays
an important role for a Mokti’s brand. Earlier it never had the system to order ice cream online, but
recently in many nations they have opened online service, which has helped to increase it’s sale with a
large margin as it is very convenient for customers to order ice cream online. Order anytime and pick
the ice cream at your convenience: Users can order at anytime of the hour and can also pick up at their
own convenience which makes the services very customer friendly. Order on Smart phone using App,
the customers can now use their smart phone to place an order. This allows them to order at anytime

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and anywhere and they do not have to physically be present or visit the place to order. Other than that,
customers can now order their favourite ice cream or drink utilizing QR scan-to-order, which reduces
customers’ contact with sellers while simultaneously shortening wait times. Meanwhile, they hired
some influencers to promote their business. The public figure as influencer is very efficient as they often
give reviews that is followed by most people on social media. This way can attract more people to
purchase a drink or meal at Mokti’s ice cream.

Third is demographic factors. The Turkiye demographic for ice cream has been a constant
presence of a sweet treat on a hot summer day. Turkiye people love ice cream, and enjoy it all year
around. Turkiye people have loved ice cream for centuries, and it shows today as children as young as
ages 2-12, and folks as mature as 75 and up love ice cream. Parents have also been giving their children
exposure to ice cream at ages as little as one year in moderation. This opportunity will allow ice cream
to bring them childhood memories. Mokti’s ice cream must first comprehend who it is in order to
efficiently service their customers and make its profit. As a result, Mokti’s ice cream was utilizing the
concept market, Generational Marketing which is important in segmenting people based on their
lifestyle of life state instead of age.

4)

The customer’s psychology of buying the product gives useful insight about their beliefs,
thoughts, feelings and perceptions about brand .This understanding tells us how they opt to buy one
product over other. It also helps in identifying ways in which one can connect with your customers
prompting them to relate to the goods offered. There are five stages of Consumer Buying Process.

First stages is problem recognition. The first step of the consumer buying process is realizing
that there’s a problem that needs to be resolved. Either a consumer needs something or wants
something. Without a void feeling in their chest, a fear of missing out, or a genuine physiological need,
consumers won’t go looking for a solution. What do customer do when they crave for desserts and
there is nothing in the freezer? Want to take girlfriend out for a quick short date? The first word that
pops into your mind is ice- cream, the all- time favourite dessert. A type of frozen food that started of
with just one single flavour, Vanilla and is now available in innumerable flavours. Mokti’s is an ice cream
brand that focuses on Gula Apong-flavoured soft serves. They have other products too like artisanal
gelatos, popsicles, ice-cream tubs, caramel puddings, MachiApong drinks and even cookies.

Second stages is Information search. Customers usually buy product after doing some amount
of research and information initially. This research is usually carried out by asking family, relatives,
friends, dealer or suppliers, observing packaging displays, visiting websites and browsing advertising and
product ratings.In the information stage, they may browse through options at a physical location or
consult online resources, such as Google or customer reviews. Mokti’s ice cream is to give the potential
customer access to the information they want, with the hopes that they decide to purchase their
product or service through online and offline. They create a funnel and plan out the types of content
that people will need. Mokti’s ice cream present as a trustworthy source of knowledge and information.
Another important strategy is word of mouth—since consumers trust each other more than they do
businesses,Mokti’s ice cream make sure to include consumer-generated content, like customer reviews
or video testimonials, on their website.

Third stages is alternatives evaluation. At this point in the consumer decision-making process,
prospective buyers have developed criteria for what they want in a product. Now they weigh their
prospective choices against comparable alternatives. Alternatives may present themselves in the form

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of lower prices, additional product benefits, product availability, or something as personal as color or
style options. Mokti’s ice cream marketing material should be geared towards convincing consumers
that their product is superior to other alternatives. Mokti’s ice- cream provides the assurance of being
made from 100% natural ingredients which increases the taste value of the same. Their packaging is
simple and yet attractive and being Mokti’s the availability of same is everywhere.

Fourth stages is purchase decision. This is the moment the consumer has been waiting for: the
purchase. Once they have gathered all the facts, including feedback from previous customers,
consumers should arrive at a logical conclusion on the product or service to purchase. Mokti’s ice cream
have done your job correctly, the consumer will recognize that their product is the best option and
decide to purchase it. Mokti’s ice creams are comparatively cheap than all the competing brands in
Turkiye. In fact it has a tremendously huge base of loyal customers and hence the sale of Mokti’s ice
cream is extremely high. Mokti’s ice cream has always given importance to taste and health both, being
the favorite brand of all generations.

The last stages is post-purchase evaluation. This part of the consumer decision-making process
involves reflection from both the consumer and the seller. Sale of the Mokti’s ice cream product is not
the end. For a brand to create loyal customers, it must give them experiences to believe that their initial
decision to buy the product was correct. Every Mokti’s ice cream package carries address, email id and
phone number of Mokti’s ice cream Services Cell that is open to customer feed backs 24/7. The website
of Mokti’s ice cream also has contact details and mail id for consumer queries.Mokti’s ice cream always
want to ensure customer continues to have a positive experience with their product. Post-purchase
engagement could include follow-up emails, discount coupons, and newsletters to entice the customer
to make an additional purchase. Mokti’s want to gain life-long customers, and in an age where anyone
can leave an online review, it’s more important than ever to keep customers happy.

5)

PRODUCT

Mokti’s offers many unique ice creams, but most famous ice creams are Apong Asli, Mixed Pandan, and
Apongato. This menu has become a best-selling product for Mokti’s company. Many people come to
Mokti’s to enjoy this lovely ice cream. The ice cream flavour offered are indeed quite interesting and
accurate to the tastes of local and tourist at Turkiye.

VARIETY: focuses on Gula Apong-flavoured soft serves. They have other products too like artisanal
gelatos, popsicles, ice-cream tubs, caramel puddings, MachiApong drinks and even cookies.

QUALITY: Ice cream that contains lots of air and fat tend to melt slowly. Therefore, the best way to
avoid the ice cream from melting too quickly is by adding more eggs.. It has protein and calcium content
which makes the ice cream nutritional too.

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Matric No:
PACKAGING: The packaging depends on the quantity of the product. The packaging for the ice cream
tubs is very attractive. For example, the tub has a purple cap which signifies royal and rich flavour, the
container which is made of plastic is transparent to showcase the chocolate flavour. The packagings of
750 ml icecream family packs are enclosed in small soft board boxes.

PRICE

Mokti’s ice cream business provides a wide range of products at affordable prices together with
excellent products and services. Turkiyeicelove take a competitive stance while setting prices. According
to its definition, this pricing strategy is one that relies price determinations on rival prices for the same
or similar goods. It compared its pricing to those of competitors. With this pricing strategy, they set item
prices a little lower than our competitors. Additionally, we base our pricing on the cups that customers
select.Mokti’s ice Cream has a strategy of low cost pricing. It is also similar to penetrative pricing. But
penetrative pricing strategy is used when the market has a high level of competition and a player wants
to establish itself in the market by giving low prices. During the introduction stage itself, Mokti’s ice
cream had a vision to provide their products to end customers at the best affordable rates.vAnd the
same vision is in place even today. But considering their value for the average Turkiye consumer, these
products are still priced at an affordable rate. Its totally market oriented pricing strategy to appeal to
masses. We charge RM12.00 for large cups, RM9.00 for medium cups, and RM2.50 for small cups. Every
additional topping cost RM0.50, which is what we charge customers. We also provide a smaller, kid-
sized dish for RM2.00 and a sample amount for RM1.50 in terms of portion size.

PLACE

Place is concerned with making available the products where the demand lies. Mokti’s target urban area
at Istanbul.To meet customer demand for a given item, we may provide detailed information about the
product availability to help customers plan and make decisions.It can be done through social media or
any online apps such as TurkiyeFood.

PROMOTION

Build relationship with your customers on social media. Try interactive posts like giveaways, contests or
polls. With this method, we can establish a good relationship with them. Mokti’s should create an
engaging content that could attract the attention of the customer to get involved in the business. For
example, posts high quality contents through social media like Tiktok that notify the customers about
the existence of the business. Thus, people are aware about what Mokti’s is about and where do
Mokti’s located.

Mokti’s can make a birthday request for their customers with the ice cream menu that they
offer. They can write the name of the person, write a special note, and decorate the ice cream as the
customer requests. With this, customers can enjoy a birthday party with Mokti's ice cream without
having to go to a cake shop. These birthday deals are meant to increase customer loyalty, make
customers feel appreciated, and motivate them to visit the store or make a purchase.

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