ASSIGNMENT OF MARKETING
Name : Waseem Abbas
Registration no: Sp19-BBA-109
Assignment of Marketing
Question no: 1
Customer Driven Market Strategy:
A marketing strategy that focuses on targeting a specific set of customers, retaining them
by meeting their needs, and using metrics to measure their satisfaction.
There are Four Major Steps in Designing a Customer-Driven strategy.
Market Segmentation,
Market Targeting,
Differentiation and Positioning.
Market segmentation:
Dividing a market into smaller segments with distinct needs, characteristics, or behavior
that might require separate marketing strategies. Segmentation are divided into types,
Geographic segmentation and demographic segmentation.
As a brand manager of cupshup, we make our product according to geographically like, city,
nation, country, or neighborhood, and demographically like age, gender, life style, race,
education, family size, or religion.
Marketing Targeting:
Market segmentation reveals the firms market segment opportunities. The firm now has
to evaluate the various segments and decide how many and which segments it can serve best. In
evaluating different market segments, a firm must look at three factor: segment size and growth,
segment structural attractiveness and company objectives and resources.
As a cupshup brand manager, we evaluate our product according to age, life style of living,
gender, and culture wise. Example: Some goods and services are for children (5 to 12 year)
targeting customer. To maintain good relationship with our customers to produce goods and
services according to customer needs.
According to brand manager, Dalda Foods, “the tea whitener category has grown by 35% in the
last five years, the highest in any dairy segment.”
In his view, the reason for this growth is due to the fact that liquid tea whiteners are a cheaper
alternative to both packaged and loose milk. Currently, the category is led by Tarang (they
introduced the liquid whitener category in 2007) and which has a 60% market share, followed by
TeaMax, with approximately 25%; Chaika, Nestlé Everyday and others account for the rest.
Differentiation and Positioning:
In planning their differentiation and positioning strategies, marketers often prepare
perceptual positioning maps that show consumer perceptions of their brand versus competing
products on important buying dimensions.
As a brand manager, that the long term vision for Dalda is to become a foods company with a
wide range of products, not just limited to oil and ghee. He adds that given that 88% of the milk
category is unbranded and “up for grabs”; tea whiteners were the most viable option for Dalda,
especially as the company provides raw vegetable fat (a primary constituent of tea whiteners and
other dairy products) to companies like Engro and IFFCO (manufacturers of Tarang and London
Dairy respectively).The marketing strategy, manager had to connect to this audience and stand
out from the rest of the tea whitener campaigns. So while Tarang opted for a flashy ‘larger than
life’ image with Lollywood and entertainment at its core and TeaMax went in for a ‘Dabang’
Bollywood style of advertising, Dalda opted for a more personal and ‘real’ image, based on
relationships and conversation.
Even the product name ‘CupShup’ reflects the concept of having gupshup [conversation] over a
cup of tea,” points out brand manager.
Question no: 2
A: Life cycle stage of Nido:
There are four product life cycle stages:
Introduction
Growth
Maturity
Decline
Introduction:
The company has introduced many products in market although the company has lunched
many products in the market soon like: Nido1plus, Nido3plus etc.
Growth:
The growth level products are many as well some of them are Nido1plus, Nido3plus,
Nido fortificada, Nido lactonase, and Nido fortigrow.
Maturity:
The company has a huge amount of its products in maturity level are Nido1plus,
Nido3plus, Nido fortificada, Nido lactonase, Nido fortigrow and many more.
Decline:
Where the company has a great status in the market also has many products which but
could not survive and soon become decline as well as some of its products became decline from
growth and maturity level too. Like: Nido1plus, Nido3plus, Nido fortificada, Nido lactonase,
and Nido fortigrow.
B:NIDO believes that a mother’s love is unconditional and is always searching to give her child
the very best in life. That is what she is all about, NURTURING. NIDO strives to provide a
strong foundation for growth and development by giving your children the very best in health
and nutrition.
Nido1 plus:
At the age of 1, children begin to explore their world which exposes them to more germs.
This increases their chances of getting an upset tummy since 80% of immune system is situated
in the gut. To help protect them, we have developed NIDO 1+ FORTIPROTECT.
Nido3 plus:
At the age of 3, your child begins to explore the exciting world of school and friends.
They are eager to learn and grasp new ideas. To help their healthy mental development we have
developed NIDO 3+ FORTILEARN.
Nido Fortigrow:
. After the age of 5, your child enters the challenging world where healthy physical and
mental growth is vital for success. To help them grow to their full potential we have developed
NIDO FORTIGROW
C:Using different types of market segmentation allows you to target customers based on unique
characteristics, create more effective marketing campaigns, and find opportunities in your
market.
The four bases of market segmentation are:
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Geographic segmentation
