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Semester “Spring 2010”

“Advertising & Promotion (MKT621)”

Assignment No. 01 Marks: 20

“Case Study”

Irfan was born in a milk man’s home 20 years ago. He has four brothers and two sisters living

in a typical middle class house. His father has 10 milking units (Buffalos & Cows) which

provide living for him and his medium size family. Irfan’s father fortunately won a contract of

milk supply to a multinational company 5 years ago which used to buy milk at the rate of Rs.

25 per litre at a normal profit for irfan’s father. Supplying milk to multinational company is a

certain business but it provides no growth opportunity.

Irfan’s other four brothers could not complete their studies and had to learn some artisan work

which provided them just fair source of income. Irfan being a different boy showed his interest

in education and completed his studies BBA honors from VU Pakistan in 2009. Instead of

going for a job, Irfan preferred to join his father’s business soon after the completion of studies.

After joining business, Irfan very quickly learnt the mechanics of business. His understanding

of the supply chain enlightened him that only those could grow in the current competitive world

who served the final market with a strong brand. Irfan also learnt that multinational company,

whom they were supplying milk, sold one litre of milk at Rs. 45 per litre after packaging and

processing the milk.

His initial research shows that middle class families are not satisfied from the price and quality

of packed and unbranded milk due to different reasons. Being motivated for growth based on

all his findings, Irfan decided to reshape his current business into a fresh branded milk business

which could supply milk to middle income households in nearby towns. To be on the safe side

Irfan cut 50% milk supply to multinational company with a plan to abandon it completely if his

new idea works.
Required:

Irfan needs your help in following areas:

Question # 01:
Suggest a suitable[b]Brand Namefor Irfan’s business which should have a
potential to be a National and ultimately Multinational brand.
(2)
Question # 02:
Suggest whichPromotional Mix (Tool)Irfan should use to market his
business in local market after keeping the nature of his market segment.
(10)
Question # 03:
Design the followingPromotion Toolsfor Irfan’s business:(6)
a.
Broachers/ Leaflets/ Pamphlet
[/b]
b.
Banners (Along with their hanging according to your own city)
c.
Billboards (Along with their locations according to your own city)
Question # 04
: Give[b]General Commentsabout his business idea that does it have potential to
succeed?
(2)
Important Tips

1. This Assignment can be best attempted from the knowledge acquired after

watching video lecture no. 1 to lecture no 12 and reading handouts as well as

recommended text book).

[/b]
2.
Video lectures can be downloaded for free from www.youtube.com/vu.
Schedule

Opening Date and Time May 03, 2010 At 12:01 A.M. (Mid-Night)

Due Date and Time May 06, 2010 At 11:59 P.M. (Mid-Night)
Note:
Only in the case of Assignment, 24 Hrs extra / grace period after the above mentioned
due date is usually available to overcome uploading difficulties which may be faced by the

students on last date. This extra time should only be used to meet the emergencies and above

mentioned due dates should always be treated as final to avoid any inconvenience.

Important Instructions:

Please read the following instructions carefully before attempting the assignment solution.
Deadline:
•
Make sure that you upload the solution file before the due date. No
assignment will be accepted through e-mail once the solution has been

uploaded by the instructor.

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•
Use the font style “Times New Roman” and font size “12”.
•
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Solution 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

•
Every student will work individually and has to write in the form of an
analytical assignment.

•
Give the answer according to question, there will be negative marking
for irrelevant material.

•
For acquiring the relevant knowledge don’t rely only on handouts but
watch the video lectures and use other reference books also.

Rules for Marking
Please note that your assignment will not be graded or graded as Zero (0) if:
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Question:

Based on your marketing Mix analysis, how will you fix following decisions?

Solution:

PART – I

Product Decisions

a. Preserve freshness of vegetable during transportation and while kept at stores and outlets.

b. Convenience that consumer is not required to wash or clean before cooking.

c. A stylish brand name is given with relevance to stuff. Following are suggested brand name. It should be written both in English & Urdu, i.e. Kitchen Gardens, Garden Fresh.

d. Packaging

e.

1 Vegetable stuff should be visible without opening the packet.

2 It should clearly show expiry date and time depending upon nature of vegetable. Decay start time be kept in mind.

3 Provide safety during transportations.

4 Size should as per quantity of usage of vegetable.

5 Different packages for different types of vegetables i.e. leafy
vegetable, hard vegetables like potatoes & soft vegetables like tomatoes etc.

6 Package should be attractive and appealing for customer.

7 Stuff will be washed and cleaned through hygienically process before packing.

8 Segregation to keep spoiled vegetable aside.

Part – II

Price Decision

1. It should be reasonable and affordable by customers.
2. Initially should be kept low as introductory price
3. Can be increased gradually when introduction stage is over.
4. For larger packets per unit of weight price should be less.
5. Have bundle price for various combination as per traditional use of vegetable e.g. bundle of Potatoes and Onion for a customer who wants to buy with the aim to consume them for a period spreading over week(s).

Part – III
Placement Decision
1. Target market should be according to segmented customers i.e. DHAs, Gulberg, Model Town, Link Road and big stores like Hyper stores, Alflah, Marko and Metros.
2. First delivery (Late night) to stores and outlets just before
closing time as so that vegetables are available to customers required to be cooked for lunch when stores and outlets are opened in the morning.
3. 2nd delivery in the afternoon to be cooked for dinner.
4. Introduce your product to big hotels with quality assurance.

Part – IV
Promotion Decision
1. Advertisement on TV, poster, steamer covering the aspect of
convenience, quality, hygiene, availability and freshness of
vegetables.
2. Deploy sales promotion force consisting of female staff at renewed stores and various public place to explain the advantages of product to target customers specially ladies.
3. Qualification, communication skills and out look of the sales
promotion force should be matching with target customers.
4. Open company owned outlet at Liberty market with free home delivery for minimum Rs.500 stuff in Gulbrg, Model Town & Garden Town Areas.