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Principles of Marketing (MGT301)

Assignment No. 1
Due Date: November 19, 2014.
Total Marks: 10
Weightage: 02
Topic: Understanding Marketing Mix.

Fall, 2014

Learning Objective:
The core objective of this activity is to familiarize students with the concept of marketing mix
and marketing processes.
Learning Outcomes:
After attempting this assignment, following outcomes are expected:
1. Students will be able to comprehend the process of marketing mix; specifically for brand
extension in existing brand portfolio.
2. It will widen students vision to tackle and formulate appropriate strategies for an industry that
is eager to extend its brand portfolio.
Habib Oil Mills (PVT) Ltd was incorporated in 1954-55 and initially established as an oil
expelling unit. HOM has strong financial background and has substantial infrastructure managed
by professional staff. It has recognized track record in this business and also has numerous plans
for targeted prosperous growth in future. HOM is eminently known as the largest FMCG
Company of Pakistan, it is exclusively renowned for its Vegetable Oil, Banaspati Ghee, Canola
Oil and other similar ranged products. HOM produces premium brand cooking oils and
hydrogenated cooking mediums not only has this but it also markets the products through its own
distribution networks, which covers almost all commercially possible markets countrywide.
The Case:
The marketing policy of HOM foresees development of brand loyalties among the target market
through their sustained involvement and participation in a series of several promotional activities
run by committed and highly professional staff and consultants. Being a market giant in Oil
sector, HOM has added a few other products in its brand portfolio. The new product variants are;
Habib recipe mixes, Habib ready to cook, Habib plain spices, Habib Curry king, Habib Mayo
meal, Habib Tomato ketchup, and Abeer Super Basmati Rice. With these brand extensions,
HOM has entered in direct competition with Shan Foods and National Foods that are
predominantly known as the prominent figures of the domestic and international market in the
product category of recipe mix, spices and ready to cook food ranges.

Being a student of Principles of marketing, you are required to suggest a suitable marketing mix
for Habib Oil to compete magnificently with other market giants for this new brand extension.
Marking Scheme:
The total marks of this Assignment are 10; mention at least 5 points in detail to justify your
answer. Each point carries 02 marks; avoid irrelevant text/material while answering the question.
24 hours extra / grace period after the due date is usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and above mentioned
due dates should always be treated as final to avoid any inconvenience.
Important Instructions:

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.
Assignments reaching after the due date would not be considered.

Other Important Instructions:


Make sure to upload the solution file before the due date on VULMS.
Any submission made via email after the due date will not be accepted.


Use the font style Times New Roman or Arial and font size 12.
It is advised to compose your document in MS-Word format.
You may also compose your assignment in Open Office format.
Use black and blue font colors only.

Note related to load shedding: Please be proactive

Dear students!
As you know that Pre Midterm semester activities have started and the load shedding problem is
also prevailing in our country. Keeping in view the fact, you all are advised to post your
activities as early as possible without waiting for the due date. For your convenience; activity
schedule has already been uploaded on VULMS for the current semester, therefore no excuse
will be entertained after due date of assignments, quizzes or GDBs.


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