Marketing Management Assignment - T1 2020, Holmes Institute

This assignment solution addresses key concepts in marketing management. It begins by analyzing P&G's marketing message in its "Thank You Mom" campaign, exploring its emotional impact and benefits. The assignment then delves into target customer identification and product success predictions. Further questions cover pricing objectives for a new product in a competitive market and the explanation of different marketing channel levels with examples. The solution also examines shopper marketing, the use of Wi-Fi technology by retailers, and the likely consumer response to data collection practices. The assignment integrates marketing theories and practical applications, offering a comprehensive overview of marketing management principles, channel management, and the impact of technology on consumer behavior.

MARKETING
MANAGEMENT

INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Question 1........................................................................................................................................4
What is the message that P&G wants to send to its customers...................................................4
According to your opinion what does the benefit P&G gain when they implemented the Thank
you Mom campaign’....................................................................................................................4
What kind of emotions does this video evoke in you? Explain what you felt and why..............4
Question 2........................................................................................................................................5
Who do you think is the target customer of this product.............................................................5
Do you think this product will be success...................................................................................5
Question 3........................................................................................................................................5
Agatha's Inc. is about to introduce a new product in the market, but is not sure as to how it
should price the product. The company is facing intense competition from five other
companies. In such a situation, what should be Agatha’s Inc. pricing objective? Provide an
explanation for your answer........................................................................................................5
Question 4........................................................................................................................................5
Briefly explain the 4 levels of marketing channels with example..............................................5
Question 5........................................................................................................................................6
What is shopper marketing and how might retailers use Wi-Fi technology to implement it......7
What may be the likely response as more shoppers learn that retailers gather information
without their knowledge..............................................................................................................7
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................8

INTRODUCTION
Marketing management is the process by which an organization is helpful in promoting
its product and services within the market. This is one of the most important tool that is going to
be used by n organization gaining sustainability within market. Such management is done by
using of various platforms which makes customer attracted towards the product. In this file
things are going to be covered under five question out of which two are based upon video and
rest three are based upon various scenarios that are related to marketing management.
MAIN BODY
Question 1
What is the message that P&G wants to send to its customers
P&G is an multinational brand that has been selling lot of products under its tag name
and has been known to provide best quality of products. The message that has been given by the
organization through this video is that it believes in diversity and mothers are the most precious
gift that anyone can get. Basically this video is about promoting its product by giving a deep
message for mother’s day in order to uplift women empowerment at workplaces.
According to your opinion what does the benefit P&G gain when they implemented the
Thank you Mom campaign’
P&G is an multinational brand an sells all products related to house hold and other range.
Through this campaigning the organization is going to attract mothers to buy their product that is
going to boost their sales. Actually this is an unique ways of showing diversity in products and
allowing the organization to reach each and every home which is eventually going to promote
profit of an organization. Such type of campaign is also going to make people aware about
company’s social thinking that is going to attract social workers. This is going to lead towards
increase in sales of its product (Kireev and et. al. , 2016).
What kind of emotions does this video evoke in you? Explain what you felt and why.
This video has made me realize the value of mother in an individual’s life and I am able
to recall my childhood days how my mother uses to take care of me. Also this video is able to
connect itself within an individual. Such type of video is very emotional and brought an
emotional touch because of topic is mother. I was a little thoughtful and mesmerized by the

videos. All these things were attached to my emotions and this video contained an emotional
touch reminding me of my mom and things she has done for me with no regret on her face.
Question 2
Who do you think is the target customer of this product
The targeting customers are the house wife, mother and children because of the diverse
product range that has been consisted of variety of products. Is going to help in doing of day to
day work which is going help an house wife to ease down there schedule. As mothers are there
and this product is based upon mother only (Hüttner, 2018).
Do you think this product will be success
Yes product is going to succeed because of their approach towards mothers and the way
they are promoting the product through television and internet many people are going to know
and get aware about product which is eventually is going to attract large area customers and
specially mothers as the campaigned is launched for them.
Question 3
Agatha's Inc. is about to introduce a new product in the market, but is not sure as to how
it should price the product. The company is facing intense competition from five other
companies. In such a situation, what should be Agatha’s Inc. pricing objective? Provide
an explanation for your answer.
Pricing objectives are that type of goals which is very helpful in promoting of product in
order to make it gain profit. This pricing objective is one of the main things which helps and
organization of product selling. Agatha's Inc is able to set prices in a manner of the class that has
been divided in order to make product reach to all classes. As lot of competitors are there in
market the method used is competitor based pricing that is going to promote the product by
keeping its price lower than its competitors and is going to make the company regain market
strength. This can also be achieved by providing various schemes with the product.
Question 4
Briefly explain the 4 levels of marketing channels with example.
A marketing channel is the people, organizations, and activities necessary to transfer the
ownership of goods from the point of production to the point of consumption. This is helpful in

making an organization reach its product to the end user and make it popular within the market.
Various marketing channel has been explained as follows:
Direct Selling
Direct selling is the marketing and selling of products directly to consumers away from a fixed
retail location. Peddling is the oldest form of direct selling (Homburg, Jozić and Kuehnl, 2017).
Modern direct selling includes sales made through the party plan, one-on-one demonstrations,
personal contact arrangements as well as internet sales.
Selling Through Intermediaries
A marketing channel where intermediaries such as wholesalers and retailers are utilized to make
a product available to the customer is called an indirect channel.
The most indirect channel you can use (Producer/manufacturer –> agent –> wholesaler –>
retailer –> consumer) is used when there are many small manufacturers and many small retailers
and an agent is used to help coordinate a large supply of the product
Dual Distribution
Dual distribution describes a wide variety of marketing arrangements by which the manufacturer
or wholesalers uses more than one channel simultaneously to reach the end user. They may sell
directly to the end users as well as sell to other companies for resale. Using two or more channels
to attract the same target market can sometimes lead to channel conflict.
An example of dual distribution is business format franchising, where the franchisors, license the
operation of some of its units to franchisees while simultaneously owning and operating some
units themselves (Goryushkina and et. al., 2016)
Reverse Channel
Recycling Containers: Recycling is an example of a reverse marketing channel.
If you’ve read about the other three channels, you would have noticed that they have one thing in
common — the flow. Each one flows from producer to intermediary (if there is one) to
consumer.
Technology, however, has made another flow possible. This one goes in the reverse direction
and may go — from consumer to intermediary to beneficiary. Think of making money from the
resale of a product or recycling.

Question 5
According to Nielsen, more than 50 percent of mobile phone consumers own smart phones.
Many of them use free Wi-Fi when available for faster connections and to reduce data usage
charges. But even when they don’t log on to Wi-Fi, the device continues to search, giving
information on users’ locations. By using the signals emitted by shoppers’ smart phones, retailers
can keep tabs on shoppers, knowing where they are and what they are searching for on their
phones’ browsers. Retailers can learn on which aisles shoppers are most likely to check online
prices at retailers such as Amazon.com and can send an alert to a sales representative. “Heat
mapping” identifies traffic patterns and locations attracting the greatest number of shoppers
checking the Internet. This gives retailers an idea of the products most vulnerable to “show
rooming”—the practice of shoppers visiting stores to learn about and try products and later
purchasing them for less online
What is shopper marketing and how might retailers use Wi-Fi technology to implement
it.
Shopper marketing is that kind of marketing that has been known for targeting its
customers. Under these strategies has been formed by the manger which is very helpful in
attracting of customers. Marketing retailers is going to use Wi-Fi to implement this by making
online selling which is automatically going to balance an companies sales (Forkmann, 2016).
What may be the likely response as more shoppers learn that retailers gather information
without their knowledge
Such situation is going make the hike in online sales and people are going to get better
and trusted quality of product.
CONCLUSION
From the above file it can be concluded that marketing management is very important for
an organization to grow as this is going to help in promoting of new product in this file various
situations has been based which are based upon product and its promotion. Then channels has
been explained, price objective is explained. The Wi-Fi and its implementation has been
explained.

REFRENCES
Books and journals
Forkmann, S and et. al., 2016. Supplier relationship management capability: a qualification and
extension. Industrial Marketing Management. 57. pp.185-200.
Goryushkina, N.Y and et. al., 2016. Marketing management in the sphere of hotel and tourist
services. International Review of Management and Marketing. 6(6S).
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Kireev, V.S. and et. al. , 2016. Marketing management as the realization process of research,
production and sale activity of the enterprise. International Review of Management and
Marketing. 6(6S).
Krasyuk, I.A. and et. al., 2017. Marketing management in retail chains. International Journal of
Applied Business and Economic Research. 15(12). p.83.
Lomova, L.A. and et. al., 2016. Marketing techniques in management of enterprises engaged in
tourism. International Review of Management and Marketing. 6(6S).
Skorobogatykh, I and et. al., 2016. Marketing management of sustainable development of
territories in Russia. American Journal of Applied Sciences. 13(2). pp.152-162.
Ziemba, P., Jankowski, J. and Wątróbski, J., 2018. Dynamic decision support in the internet
marketing management. In Transactions on Computational Collective Intelligence
XXIX (pp. 39-68). Springer, Cham.