PRINCIPLES OF MARKETING TERM REPORT

Perform a comprehensive comparative analysis of the current marketing strategies and current marketing program of any two brands in the same product category but belonging to different companies.

Report requirements
Groups of 3 to 4 members each. Brand/Marketing Managers must be met and interviewed. Must take pictures with manager or if permission is not granted then take pictures of group members together outside the companys official premises. Must take business cards of both the managers and attach to the report. Final submission and formal presentation in the 15th Session. Page limit: 12 pages max. for the body of the report. Rest in the appendix. Soft copy of the report must be mailed to me for plagiarism check. In the subject line write: Brand names, Class and section. Do not write anything in the body of the email.

Report Content
Essential report sections besides the main body are: Table of contents, Appendix, Sources of Information (Primary and Secondary). Attach the business cards to the primary source section along with the pictures. It is a purely comparative report; therefore, constantly compare the marketing info of both brands side by side. 1. Corporate Mission and Vision of the respective parent companies of the two brands.[C Diversified Group ,Brand portfolio 2. Overall corporate level strategy of both the parent companies of the brands. Diversified Group, Brand portfolio 3. [C] 4. Brand History of both brands 5. Target Market description of both brands Age (7 to 15) Working women and life style and easy to use Lower class Health conscious Rural areas 6. Current Marketing strategies for the brand (competitive strategies/ growth/harvest/
divest/downsizing etc.)

[B]

7. Current Marketing program for the brand o Positioning Health and hygiene Slogan sabhii khate hen o Product Range / variants available

Price (per SKU, per variant) 1. Wheat based 2. Value addition 3. Competitors pricing 4. Current market 5. Change through seasonal

Promotion strategy and promotional mix Media promotion: Company choose segmented promotion in media ,they choose main programmed such as Geo and Ary and particular dramas .These programmed mainly on major events ramzan and world t20 by giving prize Social media: Facebook Outdoor: bill boarding campaign Sales Promotional: Naheed, Macro, CSD and utilities Gift coupon on cash Story books to children Public relations: colleges and schools Cooking show and one shef dont remember who create awareness in people how to made macaroni and show new receipies to made iit variently

o o

Placement Distribution channels utilized. 400 channels ,400 distribution

sales

distributor

We have warehouses in major cities of Pakistan such as Peshawar, Multan, Sukkur. these warehouse support company to make availability of products in market. Whenever demand or order come from market .so products which stored in warehouses are sent to fill supply .Firstly ,product go to wholesaler ,then wholesaler sent to retailer ,then finally retailer sales to end consumer 8. Market Analysis BCG Analysis Bake parlor:

Star product : spaghetti they now grow , diversification ,innovation and also no spices add in it Cash : Macroni because of awareness and attract a lot people Dog product:Lazane .Reason for this cost high ,less awarenss how to cook or made and need high delcacy

PLC Analysis [PC] Co. SWOT Analysis BAKE PARLOR Strength : Storing and delivery Own raw material on cheap cost Weaknesses: Over expand ,135 product and management problems to mange every product and market Opportunities High market growth and lot segmentation in market Esp. A lot market in rural area and as there is change in culture Threats: Competition in market in every segment product like in bread is dawn and pasta in kolson and so on. Law and order situation: they have a lot impact in organization in growing and managing Consumer Buying Behavior Analysis for that Product Category Apply Pg 130 (Types of buying behavior) Which stage of the Adoption Process are the consumers at? Competitive strategies used? (refer to pg 451) Differentiation on product line in macroni ,they launche innovative product spices mixes product and highly availible Competitive positions of both brands in the market (refer to pg 454) Socially responsible and ethical Marketing efforts by both brands.

Dear sir ,
Thank you for response .we would like to come on this Tuesday. Sir basically we have to make report on marketing strategies of two companies .For this, we have chosen Kolson and bake parlor .We need information about food category: Macroni, lassange, Spagheti and noodles. Firstly, we need to know Kolson which over all corporate strategies follow? On this basis, which current marketing strategies (competitive strategies/ growth/harvest/ divest/downsizing etc.) are you following for brand .Basis on your current marketing strategies what are market programs (4ps) for the brand such as Positioning , Product Range / variants available ,Price (per SKU, per variant) , Promotion strategy and promotional mix and placement (distribution channel) . Furthermore ,I would like ask about What are market analysis for the brand such as BCG Analysis, PLC Analysis , Co. SWOT Analysis and Consumer Buying Behavior Analysis for that Product Category Currently, what are Competitive strategies used and what competitive position for brand build in mind of consumer or in market? IS Kolson follow any strategies for socially responsible and ethical Marketing efforts