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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.

 

“Good Luck”


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Replies to This Discussion

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According to the scenario which is given, I believe that the brand promotion technique will definitely beneficial for the organization and it will also increase their sales volume. An effective brand strategy gives us a major edge in increasing competitive market, the effective campaign done in tasteful, subtle manner, brand that fundamentals may be able to successfully position our brand above the competitive. I would like to justify my answer as under:

 

 

  1. Brand Promotion is useful to both large and small firms. It enables a business firm to face competition in the market. It reminds the faithful customers, that the brand has served them well over the years and they have no better choice in the market. Brand promotion helps business firms to maintain their existing sales and to increase their market share also.
  2. Brand promotion provides information regarding quality, uses, price and availability of the branded product. Such information helps consumers in making a choice from a wide range of competing brands. They have greater freedom of choice and dishonest traders cannot exploit them. Brand promotion saves valuable time and energy of consumers as they are well informed before making purchases. With the help of brand promotion consumers can maintain their standards of living and good life styles.
  3. Brand promotion activities facilitate mass production which leads to economies of scale and lower costs. As a result, more and more people can use branded products. Brand promotion also creates employment opportunities for a large number of persons.
  4. A strong brand creates an image of an established business that has been around for long enough to become well known. A branded businesses are 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.
  5. A strong brand projects an image of quality in our business, many people see the brand as a part of a product or service that helps to show its quality and value.
  6. When people have a positive experience with a memorable brand, they are 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.

is there any help in the handouts........?

Brand’s taunting, pointing, and hitting their competitive brands via commercials and media have both kind of aspects, it can harm a company reputation or may increase their trades. Let see one by one the benefits and drawbacks.

Advantages:

1)      Yes off course each brand needs some mass communication appearance for its survival and growth. Brand taunting and indicating is an interesting way to get the immediate attention of the viewers. Mostly it increase the brand popularity and sales.

 

2)      By these techniques even the demand of the products increase sufficiently. Because not only the media, the public also participate the advertising of the brands. Because whenever public watch these taunting and hitting commercial they are discussing and spreading the information quite frequently. Hence increase the sale levels.

 

3)      Through these techniques brands notify the general public how they (brands) are           heterogeneous than the others. What brands have qualities those do not have others? Why they are offering products at cheaper rates, while they are not compromising on the standards. So these gives the evidence to community and increase the sale levels.

Drawbacks:

4)      Brands need to be more cautious when they are using taunting, pointing, and hitting techniques against their competitive brands, because the competitors can strike back. Sometimes brands retaliate, and their avenge movement might point out misleading statements or the product weaknesses much more effectively than your campaign. These can adequately shatter your reputation in front of the customers.

 

5)      Sometimes customers even notice you are insulting them if you are using aggressive techniques such as taunting, pointing, and hitting against competitive brands, because they are the consistent buyers of those brands. Situations go worse when, what you are advertising about yourself and against your customers are not factual. People sometimes have already experience of the different brands and they know, who the best is? Strongly it can harm your brand reputation and lose the customer`s trust.

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