STRATEGIC MARKETING MANAGEMENT

ASSIGNMENT # 02

Ghulam ali moroojo

MBA-90(6) 1266132

Submitted to:

SIR AKRAM SHAHNI

Question#01

Analyze product offerings of Procter and gamble in terms of width, depth and consistency.

P and G offers products in different categories or lines.

Line 1: Beauty and Grooming Brands:

Olay, pentene, head n shoulder, safeguard, dolce and gabbana

Line 2: health and well being brands:

Oral-b, always, vicks, Pringles, whisper, Nuturella.

Line 2: house hold care brands:

Tide, Dawn, Pamper, Duracell, mr: clean, Ariel, Febreze

“The width or breadth of the product mix consists of all the product lines that the company has to offer to its customers”

P and G width of products (breadth)

Product lines

Beauty and Grooming Brands:

health and well being brands:

house hold care brands:

1 Olay Oral-b Tide2 pentene always Dawn3 safeguard vicks Pamper4 dolce and gabbana Pringles Duracell5 Head and shoulder whisper mr: clean6 venus Nuturella Ariel7 Febreze

P and G product depth

Product (Ariel) Head n shoulder: Pentene Oral-BAriel hand wash Smooth n silky Pro-v expression Electric toothbrushAriel stain pen Refreshing menthol n

silkyColor revival Replacement

toothbrush headsAriel biological with febreze

Classic clean shampoo n conditioner

Daily moisture renewl

Manual tooth brushes dental floss

Restoring shine Sheer volume Kids toothbrushes and toot

Intensive treatment shampoo

Hydrating curls

Question#2

ATTRIBUTES AND MARKETING SEGMENT POSITIONING for the fast food industry

ATTRIBUTES AND MARKETING SEGMENT POSITIONING

Market segmentation (Hyderabad-Pakistan)

Fast food industry attribute

Upper-clas Upper-middle class

Middle class

food taste wait time Friendliness of staff

Order accuracy Nutrition food Ease of parking Ambience/decor Principal Brandsfor Each Segment

KFC, PIZZA HUTT

SUBWAY, MCDONALDS

LFC, PIZZA TRACK

Question no 3

Brand growth strategy for Starbucks Café

New product class Existing product class

exsnew brand

Existing brand

this is how starbucks make its brand growth strategies.

NEW BRANDStarbuck has recently introduced “tea cup” in china to serve new customers in new geographic area.

FIGHTING/FLANKERFizzio “handcrafted soda”(Fizzio beverages are customized drink for each customer)

LINE EXTENSIONIced coffees Brewed to personalize at home. Just introduce to entertain and facilitate existing product class with existing brand.

BRAND EXTENSION“Starbucks mobile truck” here starbuck has just introduced service with existing brand name.to grab attention of new potential customers.