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MKT624 - Brand Management

Brand Extension and Line Extension

Question for Discussion:

"Do you think that brand extension is superior to line extension? Give at least three arguments to support your stance in either case.

MKT630 - International Marketing

Objective:

• To make the students aware of the online transactions
• To enable students to know how the business is carried out online

Outcomes:

• Student will be able to understand the online business model.
• Student will be able to know how business strategies and practices are altered in the international scenario to meet the needs of the different markets. 

The case:

"Beautybox"" is engaged in selling beauty product online. It offers a wide variety of perfumes, cosmetic and skincare products like nail polishes, lipsticks, bronzers, foundations, moistures, sunscreen creams, toners and cleansers to list a few. After the success in their local and European market, its online service is expanding in Asian region as well. Considering the nature of beauty industry which requires a trial of product before actually buying it, it has designed its business model on the philosophy of "try and buy". Customers have to subscribe for $ 10 per month and in return they will get a sample box every week containing a sample of five different products. The product sample boxes are customized according to the data collected through a questionnaire filled by customers at the time of subscription. Customers can then place online order of the required product by making online payment using credit and debit cards. Now "Beautybox" is planning to enter Pakistani market as the fashion industry is flourishing there. There are certain constraints as the Pakistanis not technologically advance country.  Most of the people are less aware of the online buying and selling activity and they are reluctant to use debit and credit cards while making online transactions.

 

Student's task:

Your task is to recommend the most appropriate subscription and payment method to "Beautybox" other than debit and credit cards along with three benefits of selecting that method.

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Advertising and Promotion (MKT621)                                            Spring 2013

GDB no.02

Due Date: 17 June, 2013

Marks: 30

TOPIC:Commercial sponsorship                                                                         

NOTE: There is no grace period in case of GDB

 

Objective of GDB

The prime objective of this GDB is to generate the discussion on commercial sponsorship as an effective tool for promotion.

 

Learning outcome

After attempting this discussion the students will be able to comprehend the in-depth promotional benefits of commercial sponsorship for marketing objectives.

 

 

 

Commercial sponsorship

 

Investment in sponsorship is estimated to increase up to 23% of overall marketing communications budgets approximately according to an article published in Canadian Journal of Administrative Sciences. This recent research shows the positive attitudes of the companies towards sponsorship in sports, entertainment, research, art and different social issues. The author of this research paper titled as Understanding sponsorship effectswrote that "a sponsorship occurs when a corporation or other investor creates a link with an outside issue or event, hoping to influence the audience by the connection". He also wrote that usually a typical organization sponsors in search of opportunities to earn good will in the eyes of consumers either existing or potential. There is also a third party involvement e.g., marketing agencies, media partners, cosponsors, and others who assist in the establishment and maintenance of sponsorships. In Pakistan most of the multinational companies like Procter & Gamble, Unilever and all leading banks and cellular companies are actively engaged in sponsorship.

 

Point of discussion

In your opinion, why the trend of commercial sponsorship is increasing for creating good will, brand image transfer and consumer involvement in Pakistan? 

$$$SoHnI KuRi$$$

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