Name:Noman Ali

Student ID:mc190402040

[Solved] MGT301 Assignment 1 Solution Fall 2019

MGT301 Principles of Marketing Assignment 1 Solution Fall 2019

Principles of Marketing (MGT301)

Due Date: November 15, 2019.
Total Marks: 10
Weightage: 04
Topic:Marketing Orientations.

Learning Objective:
The core objective of this activity is to familiarize students with the concept of marketing orientation
philosophies.
Learning Outcomes:

This activity will widen student’s vision, and make them capable enough to understand how renowned brands
formulate appropriate strategies as per current market trend thus by gaining customer attention and maximizing
clientele.
The Case:
Sapphire is a Lahore based fashionable clothing brand in Pakistan that offers readymade, unstitched and haute
couture clothing which is considered as highly sought after within the country with millions of loyal customers
across Pakistan and abroad. This brand has achieved height of success because of its exclusivity, trendiness,
uniqueness and superior quality fabric. Other than just focusing on revenue generation this brand has an aim of
improving the environment by making it free from plastic pollution. As, after oil and gas sectors, fashion and
retail industries are the second largest plastic polluter across the globe.
Having said this, Sapphire has introduced biodegradable bags that are infused with plant seeds in them. After
using, the customers can tear the bag into small pieces and plant those pieces in soil for the seeds to germinate
and contribute to making the environment greener and pollution free. This incredible idea significantly
amplified the fame of Sapphire among its target customers. Moreover, this initiative earned the brand huge
word-of-mouth publicity and resulted in appreciation from people belonging from all walks of life. The
exposure of this remarkable initiative over Instagram, Facebook, via bloggers and in-store
 advertising tremendously increased the brand equity of Sapphire. Indeed, the initiative is considered as one of
the best marketing campaigns ever run by any company in the history of Pakistan.

Requirement:
After reading above case, you are required to answer below questions:
 Which one of the following “Marketing Orientation Philosophies” you think Sapphire has adopted
as per the given scenario? (4 Marks)
1. Production concept.
2. Product concept.
3. Selling concept.
4. Societal marketing concept.

 What kind of other benefits you think Sapphire could achieve by adopting this marketing
orientation philosophy? (6 Marks)
Marking Scheme:
The total marks of this assignment are 10; question no.1 carries 4 marks, question no.2 carries 6 marks.Avoid
irrelevant text/material while answering the question.
Important:
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.

November 12, 2019 10:21 pm

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