Online Final Assessment Spring 2020

Course: Marketing Management Date of Submission: 19th May, 2020

Teacher Name: Jahanzaib Khan Maximum Marks: 40

Student ID: 16232 Student Name:Muhammad Azhar khan

Email ID: std_AZHAR16232@mykasbit.edu.pk Program: Weekend/Evening – HYDERI

Instructions (Important):
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 Student MUST attach the Screenshot Image of the online Admit Card
(Cleared) as Cover Page of Final Assessment. Without the Admit Card
Image, the Final Assessment WILL NOT be graded.
 Student MUST submit the Final Assessment in the Google Classroom by
the above-mentioned DUE DATE. Late submission of Final Assessment
WILL NOT be graded.
 Final Assessment WILL ONLY be submitted in the Google Classroom.
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 Type your Student ID, Student Name, & KASBIT Email ID in the above
given boxes
 Read the given case/questions carefully
 All questions are compulsory.
 Show all necessary calculations
Question # 1 (9 Marks)
“Top Style” is a well-known clothing brand which is known for its low prices and sober style of clothing.
The brand primarily targets middle aged and mature men and women of lower-middle class and offers a
fine range of clothing and accessories. Recently, the brand has seen a significant fall in its sales and the
situation is getting worse with each passing day.

In order to turn the tables around, the newly appointed Head of Marketing suggests a repositioning
strategy which will position the brand as a trendy, vibrant and modern lifestyle brand which allows
people to express themselves. The brand will now attract youth, young men and women as well as older
people of middle-middle and upper-middle economic class of the society.

Your task as the Head of Marketing for “Top Style” is to reposition the brand in market. Come up with a
positioning strategy by:

a) Discussing all important factors (Frame of reference, Points of Parity and Points of Difference)
while positioning your brand.
b) Come up with a Brand Mantra and discuss how this will communicate category of business and
inspire your employees. You also have to share a new Brand Slogan which will allow your brand
to attract customers and help them to remember your brand.
c) Take in to consideration means of differentiation and choose any which you think would work
best.

Question # 2 (8 Marks)
Pak Tea and Coffee shop’s sales have been declining. The company has been leaving discount coupons
on the doors of homes around the neighborhood in an effort to increase sales and get more customers
in the door. However, lately the owner of Pak Tea and Coffee shop has noticed that very few customers
use the coupons.

Your task is to suggest a Marketing Research to Pak Tea and Coffee shop to see if their target market
(the homes in the surrounding neighborhood) are in fact their primary customers.

a) Define the problem and research objectives

b) Develop the research plan for collecting information
c) Discuss how you would implement the research plan to collect data. You may chose primary or
secondary sources of data or a mix of both. Online methods could also be used (if you want to).
Question # 3 (9 Marks)
QMobile has been a known name in Pakistan once regarded as the number one local
smartphone provider. The company was able to position itself as an affordable yet useful
smartphone brand with attractive features using aggressive marketing campaigns. However,
the brand’s reputation has declined significantly over the years due to poor performance,
software issues, poor battery timing and some tax evasion and smuggling controversies.
The company now wants to relaunch the brand and has hired you as the Marketing Manager to
help the company make a comeback in to the market. Please explain in detail how you would
reposition the brand in order to capture significant market share and make the relaunch a
success. Be creative about your answer and try to use your overall marketing management
knowledge to come up with a solution for the company.

Question # 4 (6 Marks)
Student Biryani is a known name in the market. They brand has now adopted the franchise business
model and there are multiple branches in different areas of Karachi. However, the brand is facing issues
of declining sales as it is a general perception amongst customers that the quality of biryani has declined
significantly.

Discuss what are the ways to add value in the product and services of Student Biryani?

Question # 5 (8 Marks)
Nestle Milk Pak is one of the biggest dairy brand in Pakistan. Being the leading brand in Pakistan in dairy
products, the brand enjoys biggest market share. However, there is always a threat from other brands in
market and the brand is always on its toes to maintain its number one spot.

Your task is to explain how Nestle Milk Pak will perform the following tasks to stay on top:

a) Find ways to expand total market demand

b) Must protect its current share through good defensive and offensive actions
c) Should increase market share, even if market size remains constant

Note: Discuss each point particularly with regards to Nestle Milk Pak. Generalized answer will not yield
marks.
QUESTION 1:

Top style is a well known clothing brand which is considered as a less expensive brand in clothing
industry.The brand initially offers a wide range of clothing and accessories to mens and women of
middle age .They have targeted economy class of middle income the people who donot live luxurious
life or cant spent extra money on lavish life style , they want to fulfill their needs and want under their
planned budget so they donot compromise on price ,initially top clothing brand targeted those people
who want to buy decent cloth with less expensive prices .They have targeted both mens and womens.
But if we the the product life cycle of Top clothing initially it was okay then it has reached to the point of
maturity but every brad knew that after the stage of maturity there is a threat of decline if they did not
make any change or resist to change they will decline .Top brand realize their situation and found a huge
decrease in sales so they hired a new marketing head to reposition their brand and ,The marketing head
accept the challenge and started building strategies to reposition the brand in order to increase the
sales of top clothing brand .

REPOSITIONING STRATEGY:

Now the motive is to re position the brand in a new way and build strong brand image in minds of
consumer and the major objective is to retain customer satisfaction and loyalty there is heavy
competition in the field of ready to wear brands so it is very difficult for a company to compete ,the
three major key element for re positioning a brand are to listen customer ,they have to come with very
strong plan with USP (unique selling point) in order to compete with high end brands. The new
strategies to re position brand would be:

 Reposition through product repositioning strategy in which top clothing brand can work on new
range of clothing , they can offer new and trendy cloths for youth with the touch of western
culture because youth follow the culture of west so this the opportunity which cloth9ng brand
can opt .They can also work on new collection and and hire new designers in order create more
new and trendy outfits for youngsters , designers who can desighn latest design shirts and kurtis
for teen agers and and trendy kartas for boys as well ,and can also offer a decent and sober
collection with high quality fabric for mature age mens and womens.and introduce new
collection after every 2 or 3 months . there is an opportunity to introduce latest and trendy
accessories for youth which includes (jewlwry , bags ,stole , etc).

 They can also reposition their brand through intangible repositioning strategy in which they can
introduce their new collection for new customers they can target various religious and ethnic
groups by introducing new collection of stoles and hijabs and abaya for teen age college
university going girls and for middle age women also .They should design trendy abayas with
vibrant color stoles for youth and soft and decent collection of abaya for middle aged women
 .Their is an opportunity for clothing brand to open their outlets in new markets like saudia
Arabia and UAE where women’s usually wear , that is a great opportunity to grab large market
share in countries like UAE and middle east.

 Frame of reference in which top clothing brand will deal is ready to wear category for both men
and women people will view our brand by the name of ready to wear brand .Our frame of
reference is also reflected through the name of our brand “Top clothing brand” as it reflects it is
a clothing brand with high quality fabric.

 POINTS OF PARITY : Points of parity which clothing brand must deliver should a range of stiched
and unstitched collection of clothes ,which must include Pakistani culture reflection in dress
designs ( collection of kurta , clothing men and 3 piece suits for women with high quality fabric
in cotton , lawn and linen ).

 POINTS OF DIFFRENCIATION: quality in sense of (fabric, stitching, colors and design) our unique
designs and customized collection for various ethnic groups (hijab , Abaya , irani chadar) and
trendy accessories.a trendy brand in budget friendly price as compared to competetors.

 Brand mantra would be “Trendy is the last stage before tacky”. Which motivates our internal
operations and out team that we have to become trendy and up to date to survive in fashion
industry otherwise our brand will be declined.

 Brand slogan would be “True style never dies”.

QUESTION NO: 2

Pak Tea is newly launched brand of coffee shop in Pakistan that is located in a noncommercial street of
north. Company has tried their level best to run a successful promotional campaign they have also
distributed discounted coupons on the doors of neighborhood homes in order to increase the sales of
coffee shop but later on they realized very few customers responded to this campaign as they didn’t
seen massive growth in sales. Now in order to increase sales of coffee shop we would suggest them to
conduct marketing research to solve this issue.

Marketing research for Pak coffee shop:

Research Problem: Decline in sales.

Research objectives: to find out the reasons behind the decline of sales.

Research plan: In order to conduct a marketing research our research plan is designed to answer
research question , what are the resons behind the sales decline of Pak cofee shop ,we will conduct a
primary research in which we will collect data by our own not from secondary resources . the
methodology will be a mixture of qualitatative and quantitative research we will conduct research by
taking focused group interviews , expert oinions and in forms of questionaires as well .after reiwing the
problem we propose following hypothesis:

H1: the effect of location on sales.

H2: The impact of target audience on sales

H3: Impact of quality and ambiance on sales

H4: Impact of packaging on sales.

Data collection:

As we have discussed before we would use a mixture of qualitative and quantitative research methods
collect data .We would collect data through interviewing buisness experts and also conduct focused
group research methodology in which we will inform people that you are invited to taste coffee and free
to comment we will observe your opinion and research wil also be done through observation of normal
consumers who come in coffee shop and our people will observe their behaiour silently and last option
would be online questionares from audience in which we will ask them where coffee shop is lacking to
satisfy them or why they did not prefer this coffee shop . we will ask question related to quality ,
ambiance , packaging , location ,taste and customer service.

QUESTION NO: 3

Once Q mobile was a best-selling brand for small phones and then they have entered in the market of
android phones and massive efforts to market their smart phones and allotted huge budget on
marketing efforts. Then they have observed huge decline in sales and slowly and gradually over all brand
comes to decline stage ,Now the founders of Q mobile want to relaunch their brand in order to gain
revenue .So they have hired me as their new marketing manager given me the project to relaunch their
dead brand. So in order to relaunch Q mobile firstly I will conduct marketing research to find out the
reasons behind the decline. Research methodology would be focused group research in which they will
be informed that their actions will be observed we will give them two phones to operate and then they
have to talk with each other about the performance quality of both phones and they have to give honest
opinions about both phones through this we will recognize the major problems in the features of phone,
and we will come up with new strategies to satisfy customers our strategies to relaunch Q mobile would
be:

 Our first would be to diagnose major problems through self-assessment and through past data
analysis .After analyzing the data we have found some major issues which cause the decline of
brand which are ( firstly they have targeted a huge market , they did not done proper
segmentation they have target a huge target audience and due to this they failed in delivering
value to their customers slowly and gradually their quality declined and they are vanished from
the market .The another big mistake of Q mobile was they have invested a huge amount in
advertising and promotion and due to this they did not focus on quality and production people
start leaving the brand due to its poor quality.so now our task is to develop strategies primiraly
it will focus on issues with performance and quality our 2 nd step is to hire taleted individuals to
make a strong team to make project succesfull a highly motivated team required to work on this
project .
 Try to analyze consumer demand and competetors strategy .we will try to find out the reasons
behind the success of other brands what is there competitive strategy and and focus customer
demand what they actually want from us because customer is a key to success.
  After analyzing the problems in our smart phones we will hire ssoftware developers who will
work technology advancement and bring us ew ideas how can we innovate our phoses through
technology
 Then we will work on TQM total quality maangemnt as we know major issue quality strictly
monitor the production operation and measure the performance quality and check al the
phones before delivering to customer to minize errors.we will introduce new design body of
phone with high resolution camera and high battery timing.
 After the completion of production we will work marketing strategies how to reposition our
brand in consumer minds may be we can come up with a new name because there is already a
tacky and cheap image joined with thename of Q mobile some new and elegant name would be
prefred .new design body of phone high quality camera and vibrant packaging will be offered
this time .
 We will use target advertisement initially through digital mediums and social media campains
we have to be available on internet where ever customer searches SEO marketing and design a
customer responsive website,firstly to measure consumer response because social media show
us statics.and budget is also less than after the success of social media campaign we will go for
television ads and billborads tto do bombardments of ads because we have to re build the image
of Q.MOBILE that this time we are reliable ,for this purpose we can also hire social media
influencers or sponsors or we can go for celebrity endorsement.
 In order to redign brasnd image we have to deign new and trendy logo , vibrant slogan which
will directly hit consumer demand
 In last our customer service will be efficient we have to hire expert sales persons and train them
so they will also work for us in retainig customers.our sales force will educate customers how to
operate phone and they will also do marketing by enhancing features of our phones.
 Our point of differenciation will be our technological advancement in mobile features.new apps
and buit I softwares.

QUESTION NO: 4

Student biryani is a famous biryani center in Karachi once it was popular for its uniqe taste and quality it
was a sucsefull buisness plan and adopted a franchise buisness model .they have opened various otlets
in Karachi at different places but now due to high competition in this market they lost their market share
many local competetors have came in the industry and student biryani failed to maintained their
quality ,that’s why they are facing issues of sales decline.I have developed some strateges to resolve this
issue of student biryani which are as follows:

Firstly they have to take customer feed back why they don’t like student biryani any more , because
problem recognision is the main step without realizing the problem we can not reach to solution they
should identify the reasons either there was a taste issue , price issue or another then start working on
possible solutions .I am assuming that after research they have found problems in price quality and taste
so we should make strategies according to tese issues
  As the major issue is quality we will hire professional chefs to make the taste better and to
maintain the quality
 Another issue is competition we have to innovate our taste bring some thing otherwise we will
decline there is an opportunity to bring variation in taste ,they can introduce new flavours like
(tikka biryani , green tikka biryani , qeema biryani ,nalli biryani which is most trendu biryani now
adays , prawn biryani and fish biryani )
 We can also go for product development strategies through intodcing our products to new
markets we can contract with schools or universities to offer student biryani in their canteens
and we can also introduce auto buisness by offering car restaurant by student biryani near
colleges schools and universities
 We can work on pricing strategy as well as student cant bear a lot of cost so we have to give
affordable prices we can offer vegetable biryani in low cost .
 We should increase ou distribution offer delivery services contract with foodpanda or careem
and design customer responsive website.
 We can also hire social media influencers to promote our products and give reviews about our
products.
 We can also do marketing by sponsoring university and scholls events.and offer them
discounted coupons .
 Hygiene and ambiance is very important we have to introduce a classy and desi ambiance with a
touch of Pakistani culture as it is a Pakistani dish.
 We will surely work on customer service we will train our staff how to treat customers to retain
and get their loyality.
 We can do joint venture with sprite for advertising purpose.
 Can work on diversification strategy offer new products Chinese and thigh food and other
desserts.
 Select locations in near by comercil streets.

QUESTION NO : 5

Nestle milk Pak is a high selling brand which enjoys a large market share but there is a threat of
completion for every brand no one can deny the power of competition.Marketer leaders have to
develop strong strategies to compete which are as follows:

 Consider indirect and direct competitor and perform competitive analysis .The direct
competeors of nestle milkpak are olper’s , nurpur , tarang and so many others and indirect
competetors include dairy milk , juices , flavoured milks, pakola milk.
 Nestle milk pak can expand there market share by attracting new customers through market
penetration strategy target old and young and kids as well.
 Introduce nestle milk pak to new market by introducing in other countries through exporting.
 The best way to increase demand is to increase consumtion , can sponsor cooking shows which
promote nestle milk through recepies.(contract with food fusion and superchef)
 Use pro active marketing approach like in this season it is not safe to go out try to facilitate
consumer by efficient distribution services like free home delivery and discounted prices which
every customrer wants but they don’t ask for.
 In order to protect market share use premetive defense strategy by attacking competitor by
launch of new product before competitor nestle can hit olper’s by introducing tea whitner or by
introducing flavoured milk like pakola milk.
 Give value proposition to customers by offering more product in same price .

 Can counter attact olper’s by introducing nestle milk pak whipping cream and sponsored
cooking show and celebrity endorsement and arrange cooking shows to promote new product.

 Come up with new idea of advertising can also joint venture with tea companies like vital and
lipton and highlight the benefits of product like that nestle milk pak has added ingerients which
boost memory and make bones strong and helps in reducing weight.