MGT 301 Assignment 1 Solution Fall 2019

ID: BCXXXXXXX

Sapphire is a Lahore based fashionable clothing brand in Pakistan that offers

readymade, unstitched and haute couture clothing which is considered as highly
sought after within the country with millions of loyal customers across Pakistan and
abroad. This brand has achieved height of success because of its exclusivity,
trendiness, uniqueness and superior quality fabric. Other than just focusing on
revenue generation this brand has an aim of improving the environment by making it
free from plastic pollution. As, after oil and gas sectors, fashion and retail industries
are the second largest plastic polluter across the globe.
Having said this, Sapphire has introduced biodegradable bags that are infused with
plant seeds in them. After using, the customers can tear the bag into small pieces and
plant those pieces in soil for the seeds to germinate and contribute to making the
environment greener and pollution free. This incredible idea significantly amplified
the fame of Sapphire among its target customers. Moreover, this initiative earned the
brand huge word-of-mouth publicity and resulted in appreciation from people
belonging from all walks of life. The exposure of this remarkable initiative over
Instagram, Facebook, via bloggers and in-store advertising tremendously increased
the brand equity of Sapphire. Indeed, the initiative is considered as one of the best
marketing campaigns ever run by any company in the history of Pakistan.

Requirement:
After reading above case, you are required to answer below questions:
Which one of the following “Marketing Orientation Philosophies” you think
Sapphire has adopted as per the given scenario? (4 Marks)
1.Production concept.
2.Product concept.
3.Selling concept.
4.Societal marketing concept.

What kind of other benefits you think Sapphire could achieve by adopting
this marketing orientation philosophy? (6 Marks)
 Answer:

1. In the given scenario, Sapphire adopted the “The social Marketing concept”. Because
social marketing is a marketing concept that not only focuses on the consumer needs and
company’s interest but also considers social interests. due to the blooming global warming
threats makes up the minds of present population of the world to be serious to control the
wastes especially plastic wastes. It will help to regulate the carbon footprint and less
pollution in environment. Controlling the global warming is a burning issue now a days and
Sapphire textiles took a very keen and solid initiative to attract the target market by doing
something useful for environment.

2. As social marketing concept puts the social welfare on top instead maximizing the profit and
generating revenue, Sapphire took the historical step in Pakistan business market to promote
and aware the other competitors to do some serious steps towards controlling global
warming threats all around the world. It will also help Sapphire in business to gain bigger
market share, which are following:
a. It will create a promising image for the Sapphire to increase sales and generate revenue.
b. It will allow sapphire for a sustainable marketing needs to meet their goals socially and
with respect to business point of view.
c. It can help sapphire to uphold an enduring association with their customers.
d. Social Marketing concept gives an edge over the competitors to Sapphire.
e. It can also help Sapphire to expand and grow their business around the globe.
f. Social marketing concept provide an opportunity to the organization to participate in
other social drives and achieving their corporate social responsibilities (CSR) targets.
g. Social marketing concept gives value to the customers and their well-being in a manner
which attract consumer towards the company in a long run.