ASSIGNMENT

Principles of Marketing

Group Members
M.Umar 15140024
Umair Ali 15140019
Ali Rehman 15140012
Mohsin 15140094
Selected Brand
The selected brand for this assignment is Coca Cola.

Tasks
Task A.
i. Why have you selected that advertisement?

The selected advertisement is the labels of the coca cola.

ii. What are the Plus and Minus of that advertisement?

This is a quite interesting advertisement because it hold labels of different family

member names. It attracts customers through providing them their love ones name on
the labels. Which they pick for their love ones to make them happy. It’s a really good
strategy for convincing the customer to buy their product. As far as negative or Minus of
this advertisement are concern there are no minus in this advertisement.

iii. How can you make it better?

We can make it better by putting names of individuals (Mohsin , Umar , Umair

and Ali Rehman etc) rather than putting the family member names there. This
strategy is very powerful to make the customer feel important about himself.
Think about the person who see the bottle label with his name (A Coke for
Umar) it will be very attractive to any customer names Umar.
Task B
Identify the actual and potential users of your selected brand. Explain the users on the basis of
their age, marital status, income group, gender and lifestyle.

i. Actual Users.

Actual users of this product are mostly the youngsters male & female, students and
even aged person do use this product.

Potential Users.

People who are more concern with their health avoid to drink. They think it is harmful to
drink these sort of drinks.

Users on the basis of their age.

Most of the users of this products with respect to their ages are ranging from
teenagers to married and almost every person uses it.

Users on the basis of marital status.

Unmarried people and married people both use this product unmarried people
use this product more often when they are out with their friends having parties
and fun. Mostly different pizza shops and fast food shops are sponsored by this
brand even the shops offer free coke with their certain products.
On the other hand married people also use this product at home or when going
outside for dinner.
a. Users on the basis of income group.

The product is available in a variety of prices from Rs. 25 to Rs. 120 in Pakistan
anyone who have a moderate salary.

b. Users on the bases of their Genders.

Males are more consumers of this product here in Pakistan as compare to
females since the culture of Pakistan does not support outing for the girls in
most of the region of the Pakistan. Moreover males are more outgoing as
compare to female so this is why there are more male consumers.

Task C
Based on your analysis of brand communications of your selected brand (TV, Newspaper, Retailer
& Customer interviews etc.), identify and present which market orientation your selected brand is following
– how? The Market orientations are: Production concept, Marketing concept, Societal marketing, and
Product concept.

Societal marketing is used here since they have now put on their labels that if people buy one coke
then coke will put 5 rupee to the Edhi Center.
Task D
The core strategies to capture value from customers in return are: (1) Creating customer loyalty
and retention, (2) growing share of customer, (3) building customer equity, and (4) building right relations
with customers. Based on your analysis with data collected from multiple sources, which two strategies you
would like to use to enhance brand value of your selected brand and why?

1-building right relations with customers

2- Growing share of customer