Principles of Marketing (MGT301) Assignment No. 1
Due Date: November 15, 2019. Total Marks: 10
Topic:Marketing Orientations. Learning Objective:
The core objective of this activity is to familiarize students with the concept of marketing orientation philosophies.
This activity will widen student’s vision, and make them capable enough to understand how renowned brands formulate appropriate strategies as per current market trend thus by gaining customer attention and maximizing clientele.
Sapphire is a Lahore based fashionable clothing brand in Pakistan that offers readymade, unstitched and haute couture clothing which is considered as highly sought after within the country with millions of loyal customers across Pakistan and abroad. This brand has achieved height of success because of its exclusivity, trendiness, uniqueness and superior quality fabric. Other than just focusing on revenue generation this brand has an aim of improving the environment by making it free from plastic pollution. As, after oil and gas sectors, fashion and retail industries are the second largest plastic polluter across the globe.
Having said this, Sapphire has introduced biodegradable bags that are infused with plant seeds in them. After using, the customers can tear the bag into small pieces and plant those pieces in soil for the seeds to germinate and contribute to making the environment greener and pollution free. This incredible idea significantly amplified the fame of Sapphire among its target customers. Moreover, this initiative earned the brand huge word-of-mouth publicity and resulted in appreciation from people belonging from all walks of life. The exposure of this remarkable initiative over Instagram, Facebook, via bloggers and in-store advertising tremendously increased the brand equity of Sapphire. Indeed, the initiative is considered as one of the best marketing campaigns ever run by any company in the history of Pakistan.
After reading above case, you are required to answer below questions:
- Which one of the following “Marketing Orientation Philosophies” you think Sapphire has
adopted as per the given scenario? (4 Marks)
a. Production concept.
b. Product concept.
c. Selling concept.
d. Societal marketing concept.
- What kind of other benefits you think Sapphire could achieve by adopting this marketing orientation philosophy? (6 Marks)
Students are advised to study the whole text carefully.
Try not to include any irrelevant material in the solution.
Try to come up with precise and original answers.
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The total marks of this assignment are 10; question no.1 carries 4 marks, question no.2 carries 6 marks.Avoid irrelevant text/material while answering the question.
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