1.Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (LO-4)

2.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 Chapter- 11 “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):

• 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)
• Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension? Explain. (2 Marks)
• 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

• 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)
• 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)
• 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)