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MKT621 Advertising & Promotion Assignment No 01 Fall 2019 Solution & Discussion Due Date: 26-11-2019

MKT621 Advertising & Promotion Assignment No 01 Fall 2019 Solution & Discussion Due Date: 26-11-2019

Advertising & Promotion (MKT621) Fall, 2019
Assignment No.1
Due Date: November 26, 2019.
Total Marks: 10
Weightage: 04
Topic:“Role and Functions of Advertising”
Learning Objective: The core objective of this assignment is to acquaint students with the
significance of advertising and the role it plays in maximizing fame for an emerging brand.
Learning Outcomes: After attempting this assignment, students will be able to comprehend that
how the firms can drag the attention of target customers by using brilliant concepts and execute
them through striking TV Commercials.
The Case:
Whenever we think of cooking oils, there are few brands that remain on the top of the mind
recall because of their high quality and exciting marketing campaigns such as, Dalda, Soya
Supreme, Rafhan, Corolli etc. Since decades, these renowned brands are producing a wide
variety of edible oils & ghee that are equally famed among their target customers. By following
the track of these renowned brands, Unity Foods Limited launched a cooking oil brand named;
Dastak. Their product line included, Dastak cooking oil, Dastak Banaspai, Dastak canola oil and
Dastak Olein. If we talk about marketing campaign of Dastak, they came up with a splendid TV
Commercial which is the most talked about TV commercial nowadays. Theme of this
commercial is “Split the plate”. Through this commercial they are trying to portray that we
should not waste food instead we should share it with the people around us who are needy and
cannot afford to eat regular meals on daily basis. The brand itself, being in the introductory phase
of its product life cycle, is surely on to gaining some much needed positive popularity among its
target audience by hitting the emotional chord of the prospects. The emotional appeal used in the
advertisement is dragging the attention of target audience towards an important social task.
After reading above case and watching TV commercial of Dastak cooking oil, how do you think
this TV commercial could benefit this brand in terms of recognition and increasing clientele?

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