Final Exam (Take Home) Spring - 2020 Department of Media Science


  • Cyberian's Gold

    Max Marks: 40 Name: Instructions:

    1. Write your name and registration number on the space provided on the question paper. 2. Please read all questions carefully
    2. The marks for each question are given in parenthesis
    3. Please attempt questions in the same order
    4. Just mention the Q# in answer sheets 6. Exam Paper has 5 sections
      CASE STUDY- HALEEB FOODS
      Background:
      Haleeb foods (HFL) is one of the most well-known local FMCG marketing companies. Established in the 1980s, Haleeb foods climbed the ladders of success in food business, at one point, capturing 50% of the dairy market during mid-2000s. Its success was based on strong pillars such as Haleeb milk, Cream and Tea Whiteners businesses. However, in the years that followed 2008, one of the largest food companies in Pakistan, started seeing a decline. The decline could be attributed to compromise made on the quality of its products and losing its customer and consumer focus. In 2015, there came a time that the company that enjoyed 52% market share, reached less than 1% market share. In a gist, there were problems at all levels like Product, Pricing and Distribution and what not !
      The New Marketing director after coming on board in Jan’ 19, Fix all the problems and ready to launch once again !
      In light of above, We have an uphill task with respect to Media Planning and Haleeb’s Management is expecting the Agency to shift gears and devise an Overall ‘Advertising Strategy’ since the above is nothing less than a Nighatmare !
      2020 – Objectives
      Measurable Business Objectives: : To increase consumption by 15% and bring back the Lapse users which were loyal until 2008.
      Communication objective: To increase Top of mind from 5% to 15
      Media Objective: To work on SOV in such a way that “ Haleeb” Should appear in Top three brands when asked “ What milk brand comes to your mind”. Hence, Unaided recall in top three. Olper’s and Nestle are in Top 2
      PLEASE HELP HALEEB FIX ITS PROBLEMS MENTIONED IN THE BELOW SECTIONS, KEEPING IN MIND ‘THE BUSINESS GOALS’

    SECTION – # 1 SOS/SOV (16 Marks) Below Grid showing SOS/SOV for the Brands falling under Branded Milk
    73c2d4cf-b8f2-4c83-8a43-a4bc13141336-image.png
    Category spending is PKR 600 Mill and Category GRPs are 50,000. The above grid should help in benchmarking.
    Questions
    Before you attempt the below, please assume that Competition spending will remain unchanged in 2020.

    1. What do you think is the most obvious problem with Haleeb Foods from the above Grid? (2 Marks)
    2. What should be the Brand doing to fix it? (2 Marks)
    3. Apart from the obvious problem, How Bad is the SOV/SOS ratio or do you think they
      have a bigger problem at hand than SOS/SOV Ratio? (2)
    4. Once you have identified the problem, please Make a revised Grid mentioning both SOS,
      SOV (6)
    5. Connecting to point # 4, please make a revised/proposed grid in abosulte terms i.e. Brand
      wise Spends/GRPs along with Category Spends/GRPs (4)
      SECTION # 2 ADVERTISING STRATEGIES (Marks 10)
      Now you have fixed the above and have whatever it takes!!! Which advertising strategy would apply in below scenarios? Answers would be treated incomplete without reasoning. Please restrict your answer in three to four lines for each case.
      Questions
      Q # 1 While Haleeb was fixing it’s issues in 2019, Olper’s & Nestle were going with all guns blazing at the same time. Now, in 2020, Haleeb Finally launching in 2020 with hardly any spending in 2020. What

    advertising strategy would you suggest & why. Restrict your answer in maximum 4 lines. ( 5 Marks)
    (b) Case # 2:
    At the same time, in a country like Pakistan unbranded milk (dairy shops) dominates the market with 90% Market share meaning they do not have the attitude to go for branded milk. if haleeb wants to advertise, what advertising strategy would you suggest throughout the year & why. Restrict your answer in maximum 4 lines
    (5 Marks)
    SECTION # 3 EFFECTIVE FREQUENCY (Marks 4)
    In a country like Pakistan, Advertising Clutter is Mammoth where by 4.6 Million minutes were advertised in 2019 but when it comes to Direct Competitors, it’s Mainly Olper’s & Nestle which are advertising. You may refer to SOS/SOV Grid as well.
    Questions
    Q # Knowing the above, Please At what Effective Frequency Haleeb Should be operating at and why?
    SECTION # 4 (Marks 5)
    Below is the Day Part split % of Mainstream brands for spending on TV.
    Q # 1 Where do you see the problem with HALEEB? Just identify (2 Marks)
    Q#2 After identifying the problem, just assume you have fixed it. Where do you think would it make an impact for Haleeb’s efficiencies? Just mention the concept (Maximum two concepts). (3 Marks)
    933e878f-e37d-4fba-b6a4-865ba3636cb5-image.png
    Q #
    Refer to the table below & calculate:

    1. CPRP for each channel’s slot (4 Marks)
      SECTION # 5

    ff7f9c63-a2f6-4a88-b2fe-f51f5c1a34f9-image.png ae080647-34a2-4975-bf36-c6eb41c1b84a-image.png 2) Identify the most efficient channel. (1 marks) GOOD LUCK


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    (b) Case # 2:
    At the same time, in a country like Pakistan unbranded milk (dairy shops) dominates the market with 90% Market share meaning they do not have the attitude to go for branded milk. if haleeb wants to advertise, what advertising strategy would you suggest throughout the year & why. Restrict your answer in maximum 4 lines
    (5 Marks)

    Link Solution


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    Q # 1 While Haleeb was fixing it’s issues in 2019, Olper’s & Nestle were going with all guns blazing at the same time. Now, in 2020, Haleeb Finally launching in 2020 with hardly any spending in 2020. What

    advertising strategy would you suggest & why. Restrict your answer in maximum 4 lines. ( 5 Marks)

    Link Solution


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    Once you have identified the problem, please Make a revised Grid mentioning both SOS,
    SOV (6)

    A lot has changed and a lot will continue to change, with regards to marketing in the 21st century. The digital age has rocked marketing to its core. When it comes to the unique challenges facing marketing agencies today, it is easy to get overwhelmed and hit obstacles trying to adapt to the constantly evolving “best practices.” Digital marketing trends seem to move at light speed, which can sometimes cause marketers to take a passive, wait-and-see approach, but this stagnant behavior can lead to poor performance and growth. Sometimes, you have to take risks and jump on trends that aren’t fully tested and proven.


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    Apart from the obvious problem, How Bad is the SOV/SOS ratio or do you think they
    have a bigger problem at hand than SOS/SOV Ratio? (2)

    Link material


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    What should be the Brand doing to fix it?

    Own Your Past. Address the elephant in the room. Acknowledge what the company has perceived to have done wrong. Apologize and have an action plan to make it right.
    Control the conversation about your brand. And create an online crisis-listening program to catch increases in negative conversation before they reach bloggers and online media.
    Understand complaints your brand already receives. Use social media to clarify customer misunderstandings, reducing overall complaints and building brand fans at the same time.
    Adjust your social media response plan based on research, not emotion. Have analytics in place to help make an informed decision. Surges in traffic from websites like Reddit, where users can deliver anonymous content, can indicate a potential crisis developing.
    Monitor employee complaint platforms. Glassdoor is one such resource.
    Be proactive to prevent issues from turning into a crisis. Use decision trees that include the steps to take when an issue surfaces online or within the media for faster handling of potential issues.
    Limit potential surprises. Own variations of your website URL, including negative versions (Yourbrandsucks.com).
    Take complaints offline when possible. This ensures both a faster response for the customer, and less visibility about the issue at hand.
    Be quick to apologize to customer complaints. Remember that a happy customer tells five fans, an unhappy customer tells 10, a fan who had an issue resolved tells 20. This is a great way to build super fans.
    Be transparent when handling client issues. Transparency here means telling the customer what happened so they understand the issue; don’t make up excuses.
    Fix what you can! Understand which elements of the complaint you are able to fix and do so. Use this feedback to build a better mousetrap.
    Use testimonials. Positive feedback from influencers can help boost any image problems.
    Create quality subpages from your website. This will help push negative results down.
    Reward loyal customers. Make your clients and supporters feel appreciated by giving them exclusive content, products or experiences.
    Be patient. Building a good reputation doesn’t happen overnight. And rebuilding a damaged one is an even longer process.


  • Cyberian's

    @zaasmi said in Final Exam (Take Home) Spring - 2020 Department of Media Science:

    What do you think is the most obvious problem with Haleeb Foods from the above Grid? (2 Marks)

    Link for materials



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