HI5004 Understanding of Marketing Management Assignment Sample

• Subject Code : HI5004
• University : Holmes Institute My Assignment Services is not sponsored or endorsed by this college or university.
• Subject Name : marketing management business economics organisation behaviour

Marketing Management

1. Ans 1: 2012 version of P&G has carried out a campaign named as “Thank you mom”. This campaign provides supports to mothers in taking care of their children’s. Through this campaign, 2012 version of P&G wants to say that its various products support mothers in raising their children, and it acts as a sponsor for the mothers. The main theme of the advertisement is to support the mothers in helping their children’s to become a successful Olympic athlete. The mothers can do so by helping their kids in practicing and dealing with their setbacks.

Ans 2: The Thankyou Mom campaign which was implemented by P&G created an emotional link among the global company, people and the brand (Tavoian 2013). P&G will gain benefit by this video as it desires to turn the customers for increasing its sales. The company P&Gwill gain a corporate status and a competitive benefit by raising its worldwide scale, and joining the 34 brands in one expression. P&G desires to form a worldwide and authentic connection which links the brand and the people by touching their lives and hence improving their lives.

Ans 3: This kind of emotional video can evoke the emotions regarding mothers and their hard work in raising their kids. Mothers make enormous efforts in raising their children’s. The video shows how a mother prepares her children for fighting with the world. The video also shows the efforts of a mother to send their children for practicing for the Olympics. Mothers always wishes good for her children and wants that her children make a successful life. For this reason, she put a lot of inputs from top to bottom. A mother always motivates her children and teaches them good things. The children’s should be thankful to their mothers and respect her. When a mother sees her child’s success then only she feels satisfied with her life.

2. Ans 1: The targets customers for the product named Gululu go are the children. The product is a creative water bottle which can assist the kids in building healthy hydration habits and it also helps to record the drinking amount of water for the kids. It helps the kids to fulfil their daily needs of water as per their age. The bottle will help the kids to develop a habit of drinking water (Liu 2019). This can happen since the bottle is a smart bottle and has a game attached to it which can attract the kids. Therefore this bottle is suitable for the children’s.

Ans 2: The product can be successful since it serves two purposes. Firstly, it will develop the habit of drinking water in kids which is very significant. Secondly, as the bottle is a smart bottle and has a game attached to it, therefore, it will attract more kids. There are some risks also which are associated with the product. Firstly, the parents will not be attracted towards buying this bottle for their kids as its price is higher and there is chance of losing the bottle. Secondly, the kids can damage their eyes by continuously playing games on its screen(Liu 2019).

3. Ans 3: Agatha's Inc. will utilise the penetrating pricing strategy to introduce a new product in the market. This strategy allows a novel product to enter in the competitive marketplace with a lower cost and increasing the price later. Therefore, this strategy is suitable for Agatha's Inc. since it is facing intense competition from five other companies. This strategy helps to shut out the potential competition. The penetrating pricing strategy is very efficient for the companies like Agatha's Inc. which do their market research sensibly(Baker et al. 2017). It is also difficult to raise the price of the product later on since it can result in a greater market share with a lesser revenue potential. The main aim of Agatha's Inc. is to rapidly attract novel customers. This strategy is most efficient for rising market share and sales while reducing competition.

Penetration pricing is the maximum suitable strategy when there is a huge competition in the marketplace. If the price is kept low initially it can reduce the effect of competition while arriving in the market. It is an appropriate method to utilise when you aim to develop the marketing standard, relegating the competition. Prior to the application of a penetration pricing strategy, Agatha's Inc. should ensure that it has satisfactory manufacture and delivery in place to fulfil the customer request. In the marketplaces, where there is higher repeat business the penetration pricing strategy will generate a benefit for the companies like Agatha's Inc.to sell products at low cost than the competition(Li et al. 2019).Having high early sales typically gives a low per-unit cost, which allows a satisfactory profit limit and keeping the competition away. It will help to enhance the goodwill of Agatha's Inc. in the eyes of the customers when they will come to know that they are buying a quality product at a reasonable price.

4. Ans: A channel level is the intermediate in advertisingdistribution channel among the producer or manufacturer and the end customer. Each channel level has a critical role inadvertising. The number of channel levels among the customerand producer could be 0, 1, 2, 3.There are mainly four kinds of advertising channels which include:

1. Direct sell

2. Selling through mediators

3. Dual distribution

4. Reverse channels

Direct Sell: At this level, the selling is done directly to the customer who is away from a stable retail site. This is also called as single level marketing and it is different from direct marketing (Harrison and Hair 2017). The traditional form of direct selling channel level is peddling. This channel level involves sales which are made with the help of party plans, individual contact arrangements, one-to-one demonstrations and internet sales. The example can be given as Oriflame.

Selling through mediators: In this channel, the selling is done with the help of intermediaries. These include retailers and wholesalers who are engaged to make the products accessible to the purchaser. It is also called as an indirect level channel. The indirect channel level which can be used is creator or manufacturer – agent – trader – vendor –customer. This is utilised when there are numerous small producers and numerous small vendors and an agent can assist in coordinating a huge supply of the product.The example can be given as a real estate agent who receives commission for a sale, but do not take possession.

Dual Distribution: In this channel level, wide-ranging marketing arrangements are made through which the wholesalers and manufacturers utilises additional channel level to reach up tothe end customer. They can sell the products openly to the customer or they can sell the products to companies for selling. The example can be given as business format franchising. If more than two channels are used to appeal the identical target marketplace, it can give rise to channel conflict(Harrison and Hair 2017). The example can be given as wholesale company who may have its own product and a private shop where it wholesales the similar products.

Reverse Channels: In this channel level, the flow is reversed from consumer to the beneficiary. The example can be given as re-sale or recycling a product.

5. Ans 1: Shopper marketing: It is the exercise of targeting the shoppers who are in-store with messages that inspires last-minute and instinct purchases (Shankar et al. 2016). Utilizing actionable visions, shopper marketing campaigns form brand awareness and increases sales. Shopper marketing mainly focuses on the in-store shoppers. A true shopper marketing is that in which the company shares the WiFi password with the customer and collects gathers some information and consent from customers. The retailers utilise Wi-Fi technology to implement shopper marketing. For implementing WiFi marketing there are requirements of some tools with the help of which the company can tailor the WiFi facilities to the particular requirements (Hariharan et al. 2018). A WiFi marketing service can be found at: · Cloud4Wi · Moo Moo Networks · Spectrio · Aislelabs · Purple · Secur Edge · Surefi · Bloom Intelligence · Yelp WiFi

These track consumer movements in a store and place the maximum margin products where consumers are most probable to get converted. If someone will sit on a couch for some time in a furniture store then the product will be remarketed to them on Instagram, Facebook, and through email the following day.

Ans 2: The shoppers showed concerns when they came to know that the retailers collet their information without their knowledge (Flint and Schumann 2017). This is an intrusive way to collect the customer data. Initially, this made them feel scary as the company was tracking their movements and activities and particularly it is taking place without their knowledge.

The customers showed unease in this scenario. Later on the companies informed the customers that if they do not want to be tracked they can opt out by switching off their Wifi. Secondly, the companies informed the customers that what type of information is collected and how it is used for their benefits. After which some customers were happy get different deals in exchange of their data. Some companies provided cash and gifts to the customers in exchange of their data. Later on, this type of information collection by the companies did not bother the customers as they were getting benefits (coupons) out of that.

References for Marketing Management

Baker, T., Collier, D. and Jayaraman, V. 2017.A new pricing strategy evaluation model. International Journal of Operational Research, 29(3), pp.295-316.

Flint, D. and Schumann, D.W. 2017.Plugging Social Responsibility into Shopper Marketing. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp. 875-875).Springer, Cham.

Hariharan, V.G., Desai, K.K., Talukdar, D. and Inman, J.J. 2018.Shopper marketing moderators of the brand equity–behavioral loyalty relationship. Journal of Business Research, 85, pp.91-104.

Harrison, D.E. and Hair, J.F. 2017. The use of technology in direct-selling marketing channels: Digital avenues for dynamic growth. Journal of Marketing Channels, 24(1-2), pp.39-50.

Li, F., Du, T.C.T. and Wei, Y. 2019.Offensive pricing strategies for online platforms. International Journal of Production Economics, 216, pp.287-304.

Liu, N.Y.C. 2019. Designing games for dementia care at pre and early stages (Doctoral dissertation, University of Southampton).

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S. 2016. Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, pp.37-48.

Tavoian, H.M. 2013. Running Shoes Laced with Heartstrings: Elaboration Likelihood in Proctor & Gamble’s Olympic Campaign (Doctoral dissertation, Southern Utah University).

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