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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.

 

 

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Replies to This Discussion

Please Discuss here about this assignment.Thanks

Our main purpose here discussion not just Solution

We are here with you hands in hands to facilitate your learning and do not appreciate the idea of copying or replicating solutions.

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.

I need this too dear please share and discuss the solution!

Position defence: Here in that scenario these companies uses this strategy to defend itself by taking little disadvantages.

Principles of Marketing, MGT301, GDB # 1, Due Date: 11 May, 2016

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.[1]

Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling,advertisingsales promotiondirect marketing, and publicity.[2] 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:[3]

  1. To present information to consumers and others.
  2. To increase demand.
  3. To differentiate a product

Principles of Marketing, MGT301, GDB # 1, Due Date: 11 May, 2016

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.[1]

Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling,advertisingsales promotiondirect marketing, and publicity.[2] 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:[3]

  1. To present information to consumers and others.
  2. To increase demand.
  3. 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 and ask what it is that you want to promote. Of course you need to sell your product, you need to make money, but you also need to survive, and in order to do that you need to form an impression on your market.

Don't copy your competitors, be original instead - look to companies that inspire you for inspiration.

Word of mouth is by far the most effective form of advertising. People ignore Pop-up windows, but they'll listen to their best friend. If you provide a quality service people will recommend you.

How can we elaborate in points??

sol ye to nahi hai

tu kon sa hai pir

Consumer p kia asar parhta hai . 

consumer ko focus karna hai k companies may hitting promotion say consumer ko faida hota ya nuqsaan.

MGT301 GDB Solution 
Brand Promotion:
1-Benefits:
Solution 1:
“Without promotion something terrible happens… Nothing!”
~P.T. Barnum
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.
Solution 2:



2-Disadvantages i.e. hitting competitors:
Solution:
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. Or, worse — you seem like you’re worried that your competitor’s products are better.

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