Holmes Institute HI5004 Marketing Management Tutorial Questions

This assignment provides detailed answers to tutorial questions related to marketing management, covering topics such as advertising analysis, target customer identification, competitive pricing strategies, marketing channels, and shopper marketing. The solutions discuss P&G's 'Thank You Mom' campaign, the Gululu bottle's target market and potential success, the application of competitive pricing for Agatha Inc., the different types of marketing channels, and the use of Wi-Fi and customer data in shopper marketing. It critically examines the ethical considerations of data usage and provides insights into creating effective marketing strategies.

Tutorial questions

Table of Contents
QUESTION 1...................................................................................................................................3
QUESTION 2...................................................................................................................................3
QUESTION 3...................................................................................................................................3
QUESTION 4...................................................................................................................................3
QUESTION 5...................................................................................................................................3

QUESTION 1
1. Through the help of this advertisement P&G is sending a message saying the importance of
another in a children’s life. The advertisement clearly defines how does your mother works hard
for all children from their childhood on words. In the advertisements that the great successes
achieved by the children shown and the role of their mother in their success and her support
depicted. Along with this various product of P&G are also shown in the advertisement which are
also promotes the brand and sends a message that how mothers take help from products of P&G
in their daily life.
2. There are a number of benefits to P&G from thank you Mom campaign. This is an emotional
campaign which will bring a number of customers towards P&G. This campaign will help the
company to gain the attention of customers throughout the world. In the following campaign
P&G have shown a number of mothers from China, Brazil, Russia and so on who are helping
their child to grow and achieve success in their lives. This is a motivating campaign which will
help P&G to a establish their name and brand image in the market. This campaign will also help
company to bringing a recall value of the advertisement in the mind of customers.
3. This was a very emotional video. It evoked a sense of sympathy in me towards my mother.
There are of a number of instances when I overlook the sacrifices and efforts of my parents
specially my mother have made till today in order to make me successful. I also realize that there
are a number of work my mother does for me which I never recognized for appreciate. There are
a number of instances when I needed to thank my mom and even ask sorry to her but I never did
so. This advertisement reminded me of all those instances.
QUESTION 2
1. Target customers are the customers who are present in the target market within which the
business provides its products and services. Before starting the marketing of products in the
market every business looks for the target towards which all its aim of marketing, resources and
efforts will be put towards. The target customers are the subset of the total market. They are
specific group who are thought to be tempted to what is the product of the company and the
company hopes that they cannot resist the product and will definitely buy their product. Every
business always focuses on communicating their product to the target customers so that they can
attain maximum revenues and profits from the product. For the following product children are

the target customers. The bottles shown in the advertisement clearly shows that they are for
enhancing a child’s micro health. This portal helps a child in developing good habits and also,
they provide unique characters as well as stories in the bottle. They are a kind of smart water
bottle which also have an inbuilt health tracker. They are specifically developed for children to
keep them hydrated throughout the day. The target market for them are children aged from seven
years of age to 12 years.
2. Yes, this product will definitely be a success because this is a new and innovative product
which have brought a number of different features in it. They are taking care of a child health by
tracking their hydration and daily activity. They are trying to bring in games in the water bottle
which will attract children towards them and also keep the child hydrated throughout the day.
They also have a number of range of characters and stories inbuilt in their bottles. There are a
number of factors which lead to success of Gululu bottles. They make drinking water for our
children fun. They also provide child to choose from a number of pet. They have charger cable
which is magnetic and attracts children. It excites children and they are drawn towards drinking
water and being hydrated all day. The world is moving towards healthier and disease-free
environment. Every parent will want to their child to remain active and healthy. This photo of the
features which can take care of the health of a child. Therefore, this is preferred by every parent
who comes to know about it. The prices of the bottle are also affordable. Due to all these reasons
it will definitely be a success.
QUESTION 3
Agatha Inc. must use competitive pricing strategy in this situation. Competitive pricing strategy
is a strategy where before deciding on prices of the product the competitors price taken into
consideration for the similar products. The prices are driven through competition rather than the
cost of its production and overheads. There are a number of companies who use as competitive
fighting strategy in order to enter into a new market. Since this company has five big competitors
is already present in the market competitive pricing strategy is the best strategy they must
consider.
There price below the competition, competition, price matching the competition. All these three
strategies have their own benefits I have different advantages related to them. If the company is
providing differentiated products premium pricing which means price about the competition this
will give customers a thought that the product provided by company is better than that of others

due to which they are charging more. When there are a number of substitutes available for
product then low pricing for below pricing should be used by company. Due to the available
substitute the consumer will surely go for the product which have the minimum cost.
QUESTION 4
There are basically four types of marketing channels which are mentioned below:
Direct Selling: It refers to marketing as well as selling of products and services directly to the
consumers. It is set up away from a fixed retail location. There can be a number of examples for
direct selling such as Avon, Mary Kay and The Pampered Chef.
Selling through intermediaries: This is a marketing channel which involves intermediaries such
as retailers, wholesalers’ distributers and so on. They are utilised in order to make customers
available with product and services at every place possible. This is usually used when there are a
number of small retailers and there exists an agent who coordinates with all of them in order to
arrange large supply of product. Various examples of selling through intermediaries are P&G,
Kellogg’s and so on.
Dual distribution: This is a distribution channel which uses a number of marketing arrangements
through which the producers sell products through more than one channel, they use
intermediaries as well as they sell directly to their customers as well. However, it seen that using
two different channels of distribution in the similar target market leads to conflict during the
supply process. The example for this marketing channels can be businesses who have franchising
format. Apple, Rebecca Minkoff, Burberry etc.
Reverse Channels: The flow of this channel is opposite. Technology have made this another
flow possible from consumers to producers. This means flow from consumer to intermediary to
beneficiary. This refers to making money from resale of product or recycling of the product.
They do not include producer but have a beneficiary. Coca cola and Pepsi use this channel to
recycle the bottles produced by them.
QUESTION 5
1. Shopper marketing is a type of marketing in which major focus of marketer is on the
customers in and at the time of purchase. This can be said to be an integrated as well as strategic
approach which helps a business to enhance a customer’s in store experience. This can be said to

be a driver for both brand equity as well as sales. This can also be said as brand marketing in a
retail environment. Wi-fi is very useful tool for shopper marketing. While a guest in store uses
wi-fi of a store the marketer can easily gather contact information as well as build a profile of the
client which helps them in understanding various things such as frequency of clients visit in store
and their buying interests. This helps marketers in sending a well organised and more targeted as
well as personalised communications for customers.
2. It is often seen that customers retaliate business using their data while they shop. But the
reasons behind businesses using this data is not wrong. Many customers think differently after
knowing the actual use of this data by marketers. They usually do it to get a better understanding
of consumer behaviour. These devices are used to count the foot falls in stores in specific areas.
They also often use it to track movement of shoppers. This is scary for some customers as
companies do not have their consent for doing so. There was nothing wrong on the part of
marketers to do so but they lost faith of customers. They did not informed customers about this
technology earlier, customers had no idea on how will this technology be beneficial for them,
customers were given to opt out which made them frustrated and lastly the campaign missed the
trick as customers had no idea how their data was used and they had concerns expressed
publicly.