Customer Relationship Management (MKT610)

Spring 2019
Assignment No. 1
Due Date: 30-July-2019
Total Marks = 10
Topic: Customer Acquisition
Learning objectives: The objective of this assignment is to make students familiar with the
concept of Customer Acquisition.
Case:
In Pakistan, sixty billion liters milk is produced per year, and only fifteen percent is sold as
packaged milk. Every third person out of five reports the problem of lactose, and there is a
considerable potential in the market to avail this opportunity. So, a new brand recently has been
launched by Dairyland. The brand name is Dayfresh Lactose-Free Milk. The target market of this
brand is the consumers who are suffering from lactose intolerance problem. In this disease, the
human body is unable to digest the sugar, which is found in the milk called lactose. As the brand
is mainly targeting a niche market, thus is available only on the best stores which are located in
Lahore, Karachi, and Islamabad. The packing of 200 ml and 1000 ml are available at price Rs.
35 and Rs. 180 respectively. Dairyland is facing a few competitors in this category as well i.e.
Lactaid, Almarai, etc.
Requirement:

Keeping in view the above scenario, provide at least five Customer Acquisition Strategies that
can help Dairyland to acquire new customers? (5*2 Marks)

Learning outcomes: After attempting this assignment, students will be able to recall basic
concepts of customer acquisition and learn its practical application using CRM.
IMPORTANT:
24 hours extra / grace period after the due date are usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and mentioned due
dates should always be treated as final to avoid any inconvenience.
IMPORTANT INSTRUCTIONS
 Students are advised to study the whole text carefully.
Try not to include any irrelevant material in the solution
Try to come up with precise and original answers.
Any act of plagiarism like copy paste from internet will result in ZERO marks.
Assignments reaching after the due date would not be considered.
OTHER IMPORTANT INSTRUCTIONS:
DUE DATE: 30-July-2019
Make sure to upload the solution file before the due date on VULMS.
Any submission made via email after the due date will not be accepted.
FORMATTING GUIDELINES:
Use the font style “Times New Roman” or “Arial” and font size “12”.
It is advised to compose your document in MS-Word format.
You may also compose your assignment in Open Office
format. Use black and blue font colors only
REFERENCING GUIDELINES:
Use APA style for referencing and citation. For guidance search “APA reference
style” in Google and read various website containing information for better
understanding or visit
http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
RULES FOR MARKING
Please note that your assignment will not be graded or graded as Zero (0), if:
It is submitted after the due date.
The file you uploaded does not open or is corrupt.
It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint,
PDFetc.
It is cheated or copied from other students, internet, books, journals etc.