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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.
Topic: Brand Promotion.
NOTE: There is no grace period in case of GDB
The core objective of this activity is to familiarize students with the concepts of brand promotion.
After attempting this activity, the students will be able to understand, explain, apply and critically examine the dimensions of brand promotion into practical cases.
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.
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.
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.
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U guys can go with +ive or -ive aspects.its up to u
if u go with positive effects than justify ur answer by showing benefits
nd if u go with negative aspects than justify ur answer according to that.
brands by taunting, hitting and pointing their competitive brands to capture audience attention or increase its sales. Do you think that by this, sales should increase or it may leave a negative impact on customers? answer should be justified and with points. Instructor did not ask about brand promotion technique methods or its characteristics, etc. This is what i understand from the question. Thank you for your help,
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.
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sehar g ye solution complete ha
plz koi complete solution bej do?
kya hum Nagitive and positive duno ko butta saktey hain heading k sath
Topic: Brand Promotion.
“Without promotion something terrible happens… Nothing!”
A Successful promotion has the ability to nurture relationships with customers through retention and engagement. Promotions can often shape the characteristics of the brand to bring the costumers to get more products and gain strong revenue Promotion planning compels you to identify something new or different that offers value to your customers. When you package or bundle products around a theme or solution, you can often generate sales of multiple items rather than a single item. When you focus on creating added value to your regular assortment, you can charge premium prices; Promotions give you a limited time window to test new ideas and new products and to measure them. This will help you figure out whether they warrant additional investment of time and money to make them permanent products or services This is the lifeblood of your business. Sales promotions are a great way to build year-over-year and month-over-month revenue growth.
2-Disadvantages i.e. hitting competitors:
Bashing the competition is often considered banned in marketing. But sometimes competitive marketing — taking direct aim at the competition — does pay off.
But remember putting competitors in the hot seat can be an effective marketing strategy
Some of the Disadvantages:
• It can offend your customers. When you bash another company, you risk offending your own customer base who may have (or still does) buy products from them. You also run the risk of insulting prospective customers.
• The brand can retaliate — and beat you. Don’t expect your competitors to sit back idly while you slam their products. Sometimes brands retaliate, and their revenge campaign might point out misleading statements and/or product weaknesses much more effectively than your campaign did. Though Pepsi and Apple both proved that taking it to the market leader can be an effective marketing strategy if implemented well, it’s worth remembering that Goliath usually stomps David in marketplace street fights.
• It makes you look insecure. When you invest time and money into a campaign and use it to talk bad about your competitors instead of pointing out product strengths, it makes you look like you don’t have any strengths.
Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P's: price, product, promotion, and place.
 Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity.
 A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget. Fundamentally, there are three basic objectives of promotion. These are:
 To present information to consumers and others. To increase demand. To differentiate a product you need to think big. You need to think out of the box. You need to dispel any notions of what is 'usual' or 'expected.' You need to grab your audience and you need to keep them until they are fully aware that you exist and that you mean business. Look to your business mission statement
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