(Mt) – Marketing Management (MGT 201)

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‫المملكة العربية السعودية‬ ‫وزارة التعليم‬ ‫الجامعة السعودية اإللكترونية‬ Kingdom of Saudi Arabia Ministry of Education Saudi Electronic University Department of Business Administration College of Administrative and Financial Sciences Assignment- 2 Marketing Management (MGT 201) Due Date: 12th November’ 2022 @ 23:59 Course Name: Marketing Management Student’s Name: Course Code: MGT201 Student’s ID Number: Semester: 1st CRN: Academic Year:2022-23 For Instructor’s Use only Instructor’s Name: XXXXX Students’ Grade: Marks Obtained/Out of 15 Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY • • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via allocated folder. Assignments submitted through email will not be accepted. Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. Students must mention question number clearly in their answer. Late submission will NOT be accepted. Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions. All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). Submissions without this cover page will NOT be accepted. Assignment-2 Learning Outcomes: 1. 2. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (LO-4) Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and wants to formulate a marketing Plan. (LO-5) Part-A Case Study Read the Chapter Case Study entitled Yogurt Lovers say, “It’s All Greek to Me” from Chapter11 “Product, Branding and Packaging decisions” Page: – 381 given in your textbook – “Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy (2022) and answer the following Questions: Assignment Question(s): 1. Generally speaking, what type of product is yogurt? Does your answer change for the different product categories that ‘Chobani’ has defined for its offerings? (2 Marks) 2. Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension? Explain. (2 Marks) 3. How is ‘Chobani’ positioning its various product categories currently? How is it communicating its current positioning strategy? (2 Marks) Part-B Critical Thinking Answer the following questions based on the concepts discussed in Chapter- 13, 15 and 18 1. Assume you were hired by the local grocery store to help in assessing its service quality based on the five service dimensions to determine the overall service quality: reliability, responsiveness, assurance, empathy, and tangibles. How would you go about undertaking this project? (Ch-13) (3 Marks) 2. Price skimming and market penetration pricing are the two important pricing strategies used by Marketers. Ahmad wants to launch his new backpack in the local market. Being a marketer which pricing strategy you will suggest him to use and why? (Ch-15) (3 Marks) 3. Do you find any difference between advertising and public relations? How can public relations contribute to a firm’s IMC? Explain with the help of a suitable example.(CH-18) (3 Marks) Note: 1. Answer all the questions based on your understanding from the concepts discussed in the class, PPTs and Text book. 2. Justify your answers with at least two references for each question. 3. If plagiarism is more than 25% you will get 0 marks for the questions concerned. Answers Part-A 1. 2. 3. Part-B 1. 2. 3. 380 Section Four VALUE CREATION Quiz Yourself 1. All of the following are elements of a product except a. brand name. b. quality levels. c. packaging. d. warranties. e. All of these are elements of a product. 2. Which of the following is a subjective measure of brand equity? a. Brand name b. Brand awareness c. Brand quality d. Perceived value e. All of these are subjective measures. (Answers to these questions can be found in the Quiz Yourself Answer Key section.) Chapter Case Study ® YOGURT LOVERS SAY, “IT’S ALL GREEK TO ME” Greek yogurt has become ubiquitous in grocery stores across the United States, produced by both small producers and large yogurt brands like Dannon and Yoplait. It didn’t used to be this way. Before 2007, Greek yogurt represented less than 1 percent of U.S. yogurt sales.46 Then came Chobani. Chobani introduced Greek yogurt to the mainstream, and by 2016, the style accounted for around half of all yogurt sales in the United States. Chobani also had emerged as the top yogurt brand in the United States.47 Despite Chobani’s success and industry leadership—with the brand valued at $2 billion— it also recognized that the yogurt style it had helped popularize had transformed the market. Now the competition for consumers had grown intense. Rather than just convincing people Chobani features several product lines, each with distinct packaging. But to maintain continuity across the brand, all the packaging features hand-drawn artwork, natural colors, consistent typography, and a sense of nostalgia. (yogurt) Keith Homan/Shutterstock; (drink) Sheila Fitzgerald/Shutterstock; (gimmies) Tada Images/Shutterstock. PRODUCT, BRANDING, AND PACKAGING DECISIONS CHAPTER ELEVEN 381 to try Greek yogurt, Chobani needed to find new ways to get its own branded products to stand out on grocery store shelves. Reflecting its altered marketing strategy, Chobani undertook a vast rebranding campaign, complete with new packaging designs. The rebranding sought to position the firm as a “food-focused wellness company,” and its advertising focused more specifically on promoting the nutritional benefits of yogurt.48 Whereas previously all of Chobani’s 11 product lines had sported similar packaging and branding, now it aimed to differentiate its products to highlight their suitability for different consumption experiences. Specifically, Chobani divided its product lines into several categories. Each pro­ duct category got its own packaging revamp, and the new packaging designs closely reflected the essence of each category. To maintain some continuity across the brand, though, all the new packaging features hand-drawn artwork, natural colors, consistent typography, and a sense of nostalgia. In particular, Chobani introduced a new watermark typeface that signifies a sense of warmth and the naturalness of the brand—with the added bonus that it stands out from other yogurt brands’ typefaces when viewed from about 10 feet away.49 Subsequently, Chobani decided to expand more purposefully into the yogurt market for children. It thus announced a new product line, Gimmies, targeted specifically to children between the ages of 5 and 12 years. The marketing and packaging for Gimmies feature cartoon characters that reflect the fun new flavors (e.g., Ooey Gooey S’more, Bizzy Buzzy Strawberry), and the product line spans milkshakes, yogurt tubes, and mixin containers with crunchy add-in options. To involve children in the product development process and gather their preferences, Chobani hosted workshops that helped it define what appealed to young consumers. Even the new product line brand name Gimmies came from the children, mimicking how they requested samples of the yogurt. Although the products continue to promote and promise health benefits—sure to please parents—the marketing and packaging specifically are designed with children and their consumption preferences in mind.50 In addition to competitors in the Greek yogurt market, Chobani confronts the threat of the growing popularity of nondairy yogurts, which have exhibited 47.9 percent compounded annual sales growth in recent years.51 In response, Chobani has developed and released a line of nondairy, coconut-based yogurts. As a bonus, this plant-based yogurt is not only dairy-free but also all natural without genetically modified organisms, and it contains 25 percent less sugar than other nondairy options.52 Questions 1. 2. 3. Generally speaking, what type of product is yogurt? Does your answer change for the different product categories that Chobani has defined for its offerings? Is Chobani’s introduction of yogurt for children a brand extension or a line extension? How is Chobani positioning its various product categories currently? How is it communicating its current positioning strategy? Endnotes 1. Sapna Maheshwari, “Hold the Donuts, Says Newly Named Dunkin,’ ” The New York Times, September 25, 2018. 2. Sapna Maheshwari, “Hold the Donuts, Says Newly Named Dunkin,’ ” The New York Times, September 25, 2018. 3. Jessica Tyler, “We Visited Dunkin’ Donuts’ ‘Store of the Future’ in NYC—Here’s What It Was Like,” Business Insider, September 25, 2018. 4. Kate Taylor, “Dunkin’ Donuts’ CEO Reveals the 2 Reasons behind the Chain’s Decision to Slash the ‘Donuts’ from Its Name,” ­Business Insider, September 26, 2018. 5. Laurent Belsie, “Beyond Vegans: Plant-Based ‘Meat’ Goes ­Mainstream from KFC to Dunkin,’ ” Christian Science Monitor, November 7, 2019. 6. Megan Schaltegger, “Dunkin’ Is Changing Its Name to Pumpkin’ at Eight Different Store Locations,” Delish, August 12, 2019. 7. www.trekbikes.com/us/en_US/. 8. Sharon Ng, “Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality,” Journal of Marketing Research 47, no. 1 (February 2010), pp. 186–98.

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