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Learning Objective:

 

The main objective of this activity is to acquaint students with the basics of marketing mix concept.

 

Learning Outcomes:

 

After attempting this assignment students’ vision will be widened enough to tackle and formulate marketing mix strategies for an organization that is keen to extend its brand portfolio.

 

Background:

 

RoohAfza, (a renowned energy drink) is a product of Hamdard Pakistan. It is considered to be iconic and national drink that is commonly served in majority of the houses across Pakistan and also beyond border. The consumption of Roof Afza reaches at peak during Ramadan and in summers as, its cooling effect instantly quenches the thrust.  Due to its vigorous ingredients, it gives the body instant freshness and soothing affect. There are several ways in which Rooh Afza is commonly served such as; it is excessively consumed by kids while mixing in milk and yogurt. It is also consumed in making ice creams and other sweet dishes.

 

The Case:

 

RoohAfza has recently make an addition in its product line and introduced a frizzy red drink named as “GO”, which is a carbonated version of RoohAfza. At the moment, Rooh Afza Go will be served to the passengers of Pakistan International Airline (PIA). Rooh Afza Go is launched right before the beginning of Ramadan which is indeed a very perfect and timely decision made by Hamdard. While thinking of carbonated drinks few names suddenly pop up in our mind such as Dew, Coca Cola, Fanta, Pepsi etc. Now the question is that “How will Rooh Afza Go will compete with these highly remarkable and renowned fizzy drinks?” As Jam-e-Shirin (which is a major competitor of RoohAfza and produced by Qarshi Laboratories) had also launched its carbonated drink but its taste did not hit success among target market therefore, Qarshi stopped producing it. At the moment, the most demanding drink in this category is Pakola, which is competently serving its consumers through both carbonated and non-carbonated drinks. Introducing “GO” initially to the PIA passengers, Hamdard is probably testing the demand and likeability of this new variant. Hamdard did not advertise this new variant through any media as yet. Considering this fact, this new variant needs to be properly advertised in order to hit the marketplace and being successful.

 

Requirement:

 

Being a student of Principles of marketing, you are required to suggest the probable marketing mix(4Ps) for “GO” by RoohAfza so that it may hit success within the consumers. Provide your answer in detail.

 

Reference:

 

https://www.hamdard.com.pk/

 

Marking Scheme:

 

The total marks of this GDB are 10. Avoid irrelevant text/material while answering the question.

 

Student’s Guide

 

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*Note:

 

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Important Instructions:

 

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Principles of Marketing-MGT301
Fall 2018
GDB No.1 Solution
Unilever used the branding strategy of Multibrands to introduce Rin in market.
Advantage:
Consumer gets huge range of options to choose.
Company can enjoy economies of scale because key ingredients/raw material is almost same.
As ‘Rin’ is of low price than ‘Surf Excel’ so by this move unilever can target people of low revenue.
It permit unilever to preserve its big brand by creating a champion brand.
Unilever will cover more board area in market.

MGT301 GDB No 01 Solution Spring 2019

Attachments:

sir its for Fall-2018, not for Spring-2019

This is the wrong GDP Sir because this GDP is the solution for 2018 MGT301 and we need 2019 May MGT301 GDP solution.

Principles of Marketing-MGT301
Fall 2019
GDB No.1 Solution
Unilever used the branding strategy of Multibranding to introduce Go in market.
Advantage:
Consumer gets huge range of options to choose.
Company can enjoy economies of scale because key ingredients/raw material is almost same.
As ‘Go’ is of low price than ‘Roohf Afza’ so by this move unilever can target people of low revenue.
It permit unilever to preserve its big brand by creating a champion brand.
Unilever will cover more board area in market.

MGT (301)
GDB No. 01
Answer.
Here we come to know the Marketing Mix strategies for an organization that is keen to extend their brand portfolio. Marketing Mix is the Process of 4Ps Product, Price, Place and Promotion detail of 4Ps as under,
Product
The Marketing staff of Hamdard identify the consumer need and then provide the product “Go” to fill this need. Hamdard team take this action in Ramzan, it is a good sign according to the customer need. Marketers job is providing the right product at the right time to the consumer. Hamdard introduce “GO” as a new product that generates numerous consumer demand. The marketing department of Hamdard may ask you find a way to speed up the work flow in order to crank out more products faster.
Price
A marketer wants to be proactive in setting a price of the product to the market place. Hamdard introduce a new product, the Hamdard marketers need to be sure that the price is competitive with that the similar products. If the price is higher, that the consumer perceives they are getting more value for their money. When Hamdard launches the “GO” product the marketers of Hamdard can have an important impact on their pricing decision. They have to set the price of “GO” is lower as compare to competitor.
Place
Marketers look at where the product is placed geographically. It is sold regionally, nationally or internationally. The most important is now how “GO” product can be distributed in the best way because PIA staff sale is starting up sale. Now need to expand the sale and brand “GO” Hamdard marketers must need to optimum distribution channel. It will be decided that the product “GO” will be marketed regionally or nationally or internationally. It also be check out the design, logistics, transportation and ware housing.
Promotion
Promotion of a product is considered the advertisement of product and public relations. But Hamdard can’t advertise their product “GO” yet. Sale promotion are special offers design to entire people to purchase a product of Hamdard “GO”. These can include coupon, two for one deals, free sample and contests. Advertisements to notice the people for a product. Hamdard also need to advertisement their product “GOES” through magazine ads, bill boards, TV, radio commercial and web site adds also.

mgt301 GDB solution

Attachments:

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MGT301 GDB sol spring2019

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