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                      Principles of Marketing, MGT 301                 Spring, 2016

Graded Discussion Board No. 1

Due Date: 11 May, 2016.

Total Marks: 10 Marks.

Weightage: 04.

Topic: Brand Promotion.

 

NOTE: There is no grace period in case of GDB

 

Learning objectives:

The core objective of this activity is to familiarize students with the concepts of brand promotion.

 

Learning Outcomes:

After attempting this activity, the students will be able to understand, explain, apply and critically examine the dimensions of brand promotion into practical cases.

 

Scenario:

Brands and businesses in just about every industry are in a state of war with their competitors through promotions and marketing strategies. Majority of renowned brands have been found fighting for their brand promotion with their competitive brands in the recent history of Pakistan. Brand’s taunting, pointing, and hitting their competitive brands via commercials and media posters is a commonly seen practice now days among different brands i.e. a brand war is commonly seen between two detergent giants Arial and Surf Excel. Similarly telecommunication brands Ufone and Mobilink and tea brands Lipton and Tapal Danedar also seem to be quarrelling with each other in their TV commercials and on media posters. Brands in this way try to capture audience’ attention and increase their customer base.

 

Point of discussion:

With reference to the above given discussion do you think that this brand promotion technique can benefit an organization by increasing its sales or hitting competitive brands may leave a negative impression on the customers? Justify your answer.

 

Marking Scheme:

The total marks of this GDB are 10; mention at least 05 points in detail to justify your answer. Each point carries 02 marks; avoid irrelevant text/material while answering the question.

 

Student’s Guide:

  • Keep your discussion with the mentioned scenario and irrelevant answers and material will not be graded. 
  • Do not copy/paste the text/paragraphs from the reference links.
  • Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.

 

*Note:

For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

 

Important Instructions:

  • Your discussion must be based on logical facts.
  • The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
  • Use the font style “Times New Roman” and font size “12”.
  • Your answer should be relevant to the topic i.e. clear and concise.
  • Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
  • Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
  • You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
  • Obnoxious or ignoble answer should be strictly avoided.
  • You cannot participate in the discussion after the due date via email.
  • Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
  • For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

 

 

Note related to load shedding: Please be proactive

 

Dear students,

As you know that Pre Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.

 

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Replies to This Discussion

With reference to given scenario, I believe this brand promotion technique will definitely beneficial and it will increase sales. I would like to justify my answer as under:
1. This technique create rivalry in brands and this rivalry further lead business to a profitable side. Being rivals, both the brand will enhance their product or service to fetch more customers.
2. This technique help the customer to differentiate between two products.

you can state your views regarding negative aspects of competitive marketing as well.

Ap +ve or -ve jis way may ans ar arguments do usay hi justify krna ha ap ko.

kisi ne gdb solve nhe ke??? post he kr do yr 

Dear Students Don’t wait for solution post your problems here and discuss ... after discussion a perfect solution will come in a result. So, Start it now, replies here give your comments according to your knowledge and understandings....

Rivalries brands in the world since ever. like Famous examples from around the world are war between Coke and Pepsi, Apple and Samsung and Mercedes and Jaguar etc like anything else in the world these wars also have advantages and disadvantages.

Scenario:

Brands and businesses in just about every industry are in a state of war with their competitors through promotions and marketing strategies. Majority of renowned brands have been found fighting for their brand promotion with their competitive brands in the recent history of Pakistan. Brand’s taunting, pointing, and hitting their competitive brands via commercials and media posters is a commonly seen practice now days among different brands i.e. a brand war is commonly seen between two detergent giants Arial and Surf Excel. Similarly telecommunication brands Ufone and Mobilink and tea brands Lipton and Tapal Danedar also seem to be quarrelling with each other in their TV commercials and on media posters. Brands in this way try to capture audience’ attention and increase their customer base
Point of discussion:
With reference to the above given discussion do you think that this brand promotion technique can benefit an organization by increasing its sales or hitting competitive brands may leave a negative impression on the customers? Justify your answer.

According to given scenario i think promotion technique will be benefical 

Because A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.

 This technique create rivalry in brands and this rivalry further lead business to a profitable side. Being rivals, both the brand will enhance their product or service to fetch more customers.

Brand Promotion technique will help an organizartion the following ways

The more often a customer sees your brand in the marketplace, the more often he will consider it for purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand. 

A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.


A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.

The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.

When people have a positive experience with a memorable brand, they're more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitor's price cut. The brand identity helps to create and to anchor such loyalty.

if we are looking at the benefits of promotion we cannot turn blind eye toward its negative aspects

.An organization may have negative effect too due to promotional techniques

There could be many reasons that may disappoint ur customers

One of them may b if ur product that u r trying to promote is not of the desired quality of ur customers.if u r promoting that ur product's quality is excellent nd ur customer purchase it nd found it of low quality it will definitely harm ur brand image

2ndly If a product or service experiences a negative event, that will become attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company’s brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market.

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