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SECTION- A1
A. What is branding?
A brand is the real trick or picture of a particular item or administration that customers
associate with, by distinguishing the name, logo, motto, or configuration of the
organization that possesses the thought or picture. Marking is the point at which that
thought or picture is showcased so it is visible by more individuals, and related to a specific
administration or item when there are numerous different organizations offering the same
administration or item. (Parcanschi, 2013)
Example: Samsung, Sony, Nike.
B. Explain the advantages of good branding?

Enhances Product Recognition - Brands give many concrete reminders to improve client
acknowledgment. For example, a brand can be outwardly visible from its bundling, logo,
shape, and so on. It can likewise be unmistakable by means of sound, for example, listening
to the name on a radio commercial or chatting with somebody who specifies the item.

Helps Build Brand Loyalty - Customers who are continuous and energetic buyers of a
specific brand are liable to end up Brand Loyal. Developing brand confidence among
clients is a definitive prize for effective advertisers since these clients are far less inclined
to be allured to change to different brands differentiated with non-faithful customers.

Builds Brand Equity - Hard brands can prompt money related favorable environments
through the idea of Brand Equity in which the brand itself gets to be profitable. Such picks
up can be acknowledged through the out-right offer of a brand or through authorizing game
plans.

Helps With Product Positioning - Very much created and advanced brands try item
situating activities more viable.

Image of quality - A hard brand extends a picture of value in your business; various
individuals see is the brand as a part of an item or administration that demonstrates its
quality and worth.

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Image of experience and reliability - A hard brand makes a picture of a set up business
that has been around for enough time to wind up understood. A marked business will probably
be seen as experienced in their items or benefits, and will by and large be seen as more solid
and dependable than an unbranded business.
(explain the advantages of good branding, 2015)

C. What were some reasons Isis Pharm re-branded and do you agree with the rebranding strategy?
Firstly it was because of after the terror attacks in Paris. For that reason it was seriously
considering ditching its name. Also the name was rebranded because of huge amount of
customers requests through mails and phone. Moreover the new name will represent its
innovative culture and heritage as a pioneer in this space. As same as changing name, the
company also dumps the symbol of ISIS in favor of IONS. Mostly now the company sells
to directly to consumers instead of the past way of selling. As have been noted above, the
most important reason for rebranding the name was after the terror attack to Paris. Even the
share of ISIS Pharma fell to 14% after the attack. In addition, sharing a brand name with
the most fearing terrorist group on planer is not good for business and people around the
world now link the Isis name with death and destruction, not health. 151 Also when you
say your company name, you don't want people to think about an unfortunate namesake,
but to think about your work.

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D. What is included in brand?

Name: the word or words used to identify a company, product, service, or concept.

Logo: the visual trademark that identifies a brand (Vertical, horizontal, square, text only,
icon only, light background dark background, 4 colors, 1 color)

Rules for using the logo (acceptable backgrounds, minimum margin around the logo, what
can and can't be modified about it)

The colors of the brandwhat is the palette of colors that represent the brand (good
example is red for Coke and turquoise for Tiffany)

The fonts of the brandwhat are the fonts used in all collateral for the brand.

The photo style for the brand and any rules on how they are treated, cropped or framed

Grid rules for the brand's collateralis there a set grid system.

Graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand.

Tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper
towels.

Shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are
Trademarked elements of those brands

Sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous
example.

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SECTION- A2
A. What is product concept?
Promoting any item advertisers expect the item idea to give the best item to the customer. It
says that purchasers will rise toward an item which is high on quality, execution and
components against a typical item.
A conviction that a generally decent item does not require a considerable measure of
showcasing spending as it can make its own particular business sector.
The item idea recommends that purchasers will rise toward items that have better quality,
execution and components instead of an ordinary item. The idea is really appropriate in a few
specialties, for example, gadgets and portable handsets. (Bhasin, 2012)

B. Explain the elements included in modern marketing?

Organizational marketing: All the individuals and companies who purchase goods and services
for some use other than personal consumption. Organizational markets usually have fewer buyers
but purchase in far greater amount than consumer markets.
Event marketing: designing and developing a promotion for a product, cause or organization.
Tying a sporting event, music festival, fair or concert with themed activity an occasion some
display or an exhibit known also as event creation.
Public relation: The activity or job of providing information about a particular person or
organization to the public so that people will regard that person or organization in a favorable way.
The relationship between an organization and the public.
The business of including the public to have understanding for and goodwill toward a person, firm,
or institution.

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Structural marketing: The interconnected characteristics of a market such as the number and
relative strength of buyers and sellers and degree of collusion among them level
And forms of competition,

extent

of product

differentiation,

and

ease

of entry into

and exit from the market

Four basic types of market structure are Perfect competition many buyers and sellers, none
being able to influence prices Oligopoly: several large sellers who have some control over the
prices. Monopoly: single seller with considerable control over supply and prices.

Cultural marketing: A specific type of marketing that is geared towards promoting a message
to a certain group of potential purchasers from a particular culture or demographic.

Marketing product: A product is the item offered for sale. A product can be service or an
item. It can be physical or in virtual or cyber form. Every product is a made at a cost and each
is sold at a price. The price that can be charged depends on the market, the quality, the market
and the segment that is targeted. Each product has a useful life after which it needs
replacements and a life cycle after which it has to be re-invented.

C. How has the marketing concepts evolved over time

Production Era (1850s-1920s)
Industrial revolution; mass production
Few products and little competition
One of the most established idea periods; it holds that purchasers will support those items
that are broadly accessible and low in expense. Chiefs of creation arranged associations focus
on accomplishing high generation proficiency and wide conveyance.
Product Era: This period realized showcasing convictions that buyers will support those items
that offer the most quality, execution or inventive components. Showcasing chiefs concentrate
on making better items and enhancing them after some time.

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Sales Era (1920s-1950s)

The focus was on personal selling and advertising
Sales seen as the major means for increasing profits
Amid this period, the essential advertising idea conviction held that purchasers if left alone
would not purchase enough of the association's items; hence, the association must attempt a
forceful offering and advancement exertion. The offering idea expects that the shopper must be
urged into purchasing. It likewise expects that the association has compelling offering and
special devices to fortify additionally purchasing. Today, this idea is still drilled most
forcefully with unsought products, for example, protection, memorial service plots and
notwithstanding gathering pledges action by non-benefit bunches. These commercial
enterprises have idealized different deals strategies to find prospects and hard offer them on
their item advantages. Most firms practice the offering idea when their point (intentionally or
accidentally) is to offer what they make as opposed to make what the business sector needs.
Marketing Era (1950s-present)
Customer orientation replaced the hard sell of the sales-led era
Determination of the needs and wants of customers before introducing products or
services.
The promoting idea is the establishment of sound advertising and lays on four columns: target
market, client needs, incorporated showcasing and productivity. The offering time idea takes a
back to front point of view. It begins with the processing plant, concentrates on the
organization's current items or administrations and calls for substantial hitting offering and
advancement to deliver productive deals. Not at all like the offering idea, has the more
beneficial advanced period showcasing idea taken an outside-in context. Beginning with a very
much characterized market, it concentrates on client needs, incorporates every one of the
exercises that will influence clients and produces benefits by fulfilling clients.

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Societal Marketing Era

The freshest to advance, it holds that the association's assignment is to decide the requirements,
needs and premiums of target markets and to convey the fancied fulfillment more successfully
and productively than rivals in a way that jam or upgrades the customers' and the general
public's prosperity.
Cause-related promoting is a variant of the societal showcasing idea. A developing number of
organizations are utilizing cause-related showcasing. Associations run cause-related promoting
effort for a few purposes: to upgrade their corporate picture, impede negative exposure, mollify
shopper bunches, dispatch another item or brand, widen their client base and/or create
incremental deals.

This idea calls for advertisers to truly adjust three contemplations:

organization benefits, buyer need and fulfillment, and open hobby. (Keelson, 2012)
D. Explain the elements of marketing mix with real-life examples:

Product The products or services offered to your customer: Their physical attributes what
they do, how they differ from your competitors and what benefits they provide.

Price How you price your product or service so that your price remains competitive but
allows you to make a good profit.

Place (Also referred to as Distribution) Where your business sells its products or services and
how it gets those products or services to your customers.

Promotion The methods used to communicate the features and benefits of your products or
services to your target customers.

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In the present scenario there will be just haven't heard of Apple IPhone. Apple is one of the
most famous companies which make iPhones, iPads, laptops, and I watches as well too. The
headquarter of the apple company is located in California. Most importantly founder of apple is
Steve Jobs. IPhone is a smart phone which is made and sold by the apple company. There are
sub names given to iPhone to separate the high features and low features. Also this smart
phone has caught many hearts. The normal rate for latest iPhone is 800 dollars in international
markets. The apple includes promotion activities that will help to sell their productions and
which will bring premium image to their products. Also they used advertising, personal selling,
sales promotion and also public relation. They advertise their products mostly through internet.
Moreover, they use personal selling in the form of apple store employees who provide
products-specific informations. In apple case, the premium pricing strategy involves relatively
high prices. This pricing will help to manage the salary and expenses of the company easily.
Furthermore, this pricing strategy is also to attract smaller market store composed of people
from the middle and even upper classic. The apple company uses a selective distribution; this
involves some degree of exclusivity that could limit market reach. The Apple stores, online
Apple store, authorized retailers, telecom companies and fulfillment services are the places
which is included in Apple's distribution strategy. Therefore there is a way to market a product
faster and easier. It's important to include promotion, price, place, and products details to
market a product.

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SECTION-A3
A. What is personal selling?
Individual offering is a limited time strategy in which one gathering utilizes abilities and
systems for building individual associations with another gathering those outcomes in both
sides getting respect. By and large the "quality" for the businessperson is acknowledged
through the budgetary prizes of the deal while the customer's "worth" is acknowledged
from the advantages got by devouring the item. Be that as it may, getting a customer to buy
an item is not generally the goal of individual offering.
Individual offering is the place organizations use individuals (the "business power") to
offer the item in the wake of meeting up close and personal with the customer. A decent
case of individual
The wholesalers advance the item through their state of mind, appearance and expert item
information. They expect to irradiate and urge the customer to purchase, or if nothing else
trial the item. (lakhotia, 2004)
B. Explain how IONS can build a stronger distribution channel?
There are many ways that IONS can build a stronger distribution channel. First of all they
should go away from the most feared terrorist group on this planet, to prove that they don't
have connection in between the terrorist group and their business. Moreover they need to
show their work in improving or distributing their business instead of unfortunate
namesake. Also by having a name as now, which represents its innovative culture and
heritage as a pioneer in this space will help to make a strong distribution channel. By
having agents throughout the world will increase the distribution channel of IONS
Company. In addition they can also make the distribution channel strong by promoting
their business with the help of internet or by advertising quality of their staffs. Sales agents,
consultant or internet have resources and relationships to quickly bring the product of
company to market. Therefore the IONS should understand their needs and deliver strong
marketing programmers. Also to make a strong distribution channel, they even can build
their own specialized sales team to prospect and close deals directly with customers.

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C .What is the stages in the consumer buying process?

Problem Recognition: A buy can ever occur, the customer must have motivation to trust that
what they need, where they need to be or how they see themselves or a condition is not quite
the same as where they really are. The passion is unique in relation to the truth this shows an
issue for the client.
Information Search: The customer seeks process starts. They know there is an issue and
they're searching for an answer. In the event that it's another cosmetics establishment, they
search for establishment; on the off chance that it's another fridge with all the most up to date
innovation mixed in, they begin taking a gander at coolers it's honestly straight forward.
Evaluation alternatives: Because you emerge among the opposition doesn't mean a customer
will totally buy your item or administration. Actually, now like never before, customers need to
make sure they've done intensive search past making a buy. In light of this, despite the fact that
they might make sure of what they need, regardless they'll need to contrast different choices
with guarantee their choice is the right one.
Purchase decision: He buy choice falls close to the center of the six phases of the shopper
purchasing process. As of right now, the customer has investigated many alternatives, they
comprehend evaluating and installment choices and they are choosing whether to advance
with the buy or not. Believe it or not; as of right now they could in any case choose to leave.
Purchase: A need has been made, research has been finished and the client has chosen to make
a buy. Every one of the stages that early a transformation has been done. Anyhow, this doesn't
mean it's a certain thing. A buyer could at present be lost. Promoting is generally as essential
among this stage as in the past.
Post- purchase evaluation: The procedure has not finished. Actually, incomes and customer
reliability can be effectively lost. After a buy is made, it's inescapable that the customer must
choose whether they are fulfilled by the choice that was made or not. They assess.
(Solomon, 2014)

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SECTION-A4
The corium cure body lotion is brand new lotion which manufactures in Singapore. Its also
examined in many ways before selling. The corium cure body lotion is made by after doing
hundreds of researches by professional scientists with using latest technologies. Also this
lotion has made as a cure for skin problems and even it helps skin to protect the body from
attacks of germs. Comparing to other brands, the corium cure is the cheapest and it suits to all
ages. Moreover this lotion has the greatest smell and it has different sizes in bottle. Corium
cure body lotion is free to apply for whole body. It can be use in anytime and in any condition.
Also this will help to remove pains in muscles, which will make person lighter. The new
corium cure lotion is also a cure or treatment for skin problems. This lotion contains a specific
subject for skin ills. It also prevents users from the attacks of germs, which means this lotion
will keep person healthy and active. The corium cure lotion also contains smell of fruits and
flowers which will make person fresh all over the day.
As common as other brands, corium cure also has different sizes in bottles. The bottles contain
100ml, 220ml, 350ml and 500ml. The reason for making bottles in different sizes is because,
everyone will not like big bottles and everyone will not like small bottles. Moreover, the
bottle of corium cure lotion has made by a smooth glass which can be recycled for any
purpose. Also the bottle of it made in an environmental friendly way.
Nowadays the price of daily needs is getting more expensive. Therefore it has been difficult to
buy those things for average living person. For these reasons our company has decide to make
our brands as world cheapest brands. We sell the products very cheaply so each and every one
from all the society will be able to buy it and save the money. Also we give higher values of
discounts to wholesale buyers and even for retail buyers. There are specific offers for the
regular customers of our brand buyers.

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We promote our products through bill boards all over the world and also by conducting some
programs to give information about the product, Corium cure lotion. In addition we use the
Internet to share information of our product. Also we advertise even through the TV as well as
radio for listeners. Mostly we advertise it in newspapers and in our website. Also we offer
different prizes for the buyers. There are expensive prizes we simply give to our customers.
The corium cure lotion will be available in all continents. We even sell throughout the inert by
free delivering, but this is only for retail buyers. This item can be also available in
international supermarket in a very cheap price. Also it will be easily available in pharmacies
and in cosmetics shops. For distributing our product, we use direct distribution method.
Throughout this method, we sell and deliver our products by ourselves.
We use marketing segmentation and targeting for both consumer and business customers. Also
we perform marketing segmentation and targeting after conducting some researches about
marketing. We target to sell our products to most famous supermarkets throughout the world.
Mostly our target is to provide our products to the very average living families. To increase
our targeting position for product, we have so many branches of our company in all the living
continents. Also we have thousands of employees in our company for manufacturing product
faster. Moreover our company branches mostly will be located at the most popular areas.
As has been noted in above paragraphs, our newly branded product will be available in many
countries and also in a cheap price. Moreover our product 'Corium Cure lotion' will even be a
useful for our skin and will make skin smoother. It even has great smell with lots of flavors.
Most importantly we deliver our products to the customers without charging. Also there are
special offers or discounts to the wholesale customers and even for retail buyers as well .The
information about our product will be available through international news channels and in
our company website.

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REFERENCE
Section-A1.A Branding
(Parcanschi, 2013)
http://whatis.techtarget.com/definition/brand
Section-A1.B Advantages of good branding (explain the advantages of good branding, 2015)
https://www.boundless.com/business/textbooks/boundless-business-textbook/product-andpricing-strategies-15/product-packaging-and-branding-99/the-benefits-of-a-good-brand-465-7936/
Section-A2.A Product concept
(Bhasin, 2012)
http://www.businessdictionary.com/definition/product-concept.html
Section-A2.C Marketing concepts evolved over time
(Keelson, 2012)
http://onlineresearchjournals.org/JSS/pdf/2012/apr/Keelson.pdf
Section-A3.A Personal selling
(lakhotia, 2004)
https://marketing-and-branding.knoji.com/meaning-of-personal-selling-or-salesmanship/
Section-A3.C

(Solomon, 2014)
http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/

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REFERENCE
Bhasin, H. (2012). what is product concept. Retrieved february 27, 2016, from businessdictionary.com:
http://www.businessdictionary.com/definition/product-concept.html
explain the advantages of good branding. (2015). Retrieved february 26, 2016, from
www.boundless.com: https://www.boundless.com/business/textbooks/boundless-businesstextbook/product-and-pricing-strategies-15/product-packaging-and-branding-99/the-benefitsof-a-good-brand-465-7936/
Keelson, S. A. (2012). marketing concepts evolved over time. Retrieved february 27, 2016, from
http://onlineresearchjournals.org/:
http://onlineresearchjournals.org/JSS/pdf/2012/apr/Keelson.pdf
lakhotia, g. (2004). goods personal selling. Retrieved february 27, 2016, from marketing-andbranding.knoji.com: https://marketing-and-branding.knoji.com/meaning-of-personal-sellingor-salesmanship/
Parcanschi, B. (2013). what is branding. Retrieved february 26, 2016, from techtarget.com:
http://whatis.techtarget.com/definition/brand
Solomon, M. R. (2014). consumer buying process. In The consumer factors (p. 2).

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