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1.
Write the major elements of Promotion Mix to promote a
newly launched ice-cream. Explain all the elements in detail
so that the awareness and sales increases for the Brand.

YUMMY
Low market share holdings.
Set up 1981 in Kot Lakhpal, Lahore as a family owned business.
Yummy Ice Cream prepared pure dairy ice cream from milk fat.
In 1997, Yummy filed a suit in high court against Walls. They won
the case.
They tried to launch the product in Karachi in 1999-2000 but
withdrew due to logistical issues.
They have a depot in Multan and in Islamabad where their own
40 ft.
The goods are then taken to the shops by YMPL owned, cold
chain vans and sales persons. Goods are stocked in YMPL owned
freezers at retail outlets.
The retailer sells at a 17% commission.
Its production capacity is 10 million litres per annum.
The marketing strategy of YMPL is to focus on those stores
where they give less discounts.
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ELEMENTS OF YUMMY PROMOTION MIX:ONLINE ADVERTISING

OUTDOOR ADVERTISING
SPONSORING DIFFERENT EVENTS
PROVIDING INCENTIVES TO RETAILERS
RUN TVC COMMERCIAL
TARDE FAIRS AND EXHIBITIONS
PARTICIPATING IN DIFFERENT CHILDRENS AND FAMILY
FESTIVALS

THE ELEMENTS WHICH INCREASES THE AWARENESS AND SALES FOR

BRAND:1) Product mix:
The Yummy is an ice cream manufacturer company and make ice
cream in around 36 flavors. Ice cream is known as frozen desert and it
required a specific environment to maintain its frozen condition. In
product Yummy ice cream uses natural ingredients rather artificial
ingredients. Famous products of Yummy are kulfa, Fista, Crown cup,
Kiddy cup, super corn and many more.
The main issues with the Yummy ice cream are lack of continuous
improvement and less use of technology. It is very necessary for the
Yummy to improve their products and they should introduce new in
flavors along with the variety of different sizes.
2) Price mix:
The price is one of the utmost essential p of marketing mix. Pricing is
significant because it is remuneration to the company and must be in
hand to complete the other ps of marketing mix. The prices which

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Yummy set for their products are relatively higher than Walls and
Omore because of its high cost of natural ingredients.
In this environment where Yummy ha sthe competitors like Walls and
Omore, so it must reduce its prices at the level of its competitors.

3) Placement mix:
Yummy ice cream was initiator of the door to door service of ice
cream through tricycles to ensure their product availability in different
corners of Punjab, KPK and Baluchistan. Apart from this yummy has
their own ice cream parlors in different main cities like Capital
Territory (Islamabad), Punjab (Multan, Faislabad and Lahore) NWFP
(Peshawar) Baluchistan (Quetta).

4) Promotion mix:
Yummy uses the different ways of promotion to capture the market
and to increase sales. It uses pamphlets, leaf lets, walls posting, bill
boards and Pena flex. The best promotional strategy which yummy is
currently using is sponsoring different events and participating in
different familys and childrens festival. These strategy increases the
brand image of the company. Unfortunately Yummy doesnt has any
distribution channel to promote its product via this channel has
discussed in placement. Competitors of yummy are promoting their
products very aggressively in order to catch the attention of the
customers. They are lot of incentives to their retailer, like they are
giving special scheme to their salespersons; they are furnishing their
retail shops and they are running special campaigns in different
events.
Yummy ice cream should run TVC commercial because TVC has wide
reach of viewers among all promotion tools.
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2.
Assume you are the Marketing Manager of a company Keep
Talking which manufactures the mobile in the Indian
Market. Currently the company holds a good market share in
smart phone category. You are of a belief that the company
should launch some new tablets. What steps you would
follow to launch that the new product (tablet) in the market?

New tactics are required to get the notice that deserve. So here are
some steps for a successful launch in these fickle times:
1) Start early. Dont expect reporters to write about us when we
want. Get a head start and begin preparing long before we plan
to launch. A rolling launch is a great way to keep the
conversation going. Start the outreach activities 6-8 weeks
before the official launch date and then keep the news going up
to and beyond the official launch date. The steps below describe
how to do this.
2) Make the product or service available to important influencers as
a first step. Influencers can be friendly customers, prospects or
even bloggers who have sizable online presence. Encourage
these people to use our product and then write review articles or
posts. These folks are also great resources to talk to analysts
about our offering pre-launch.

3) Brief industry analysts during this early phase as well.

Scheduling calls with these folks takes time so do this early.
Invest the time to write compelling briefing requests. These guys
are busy, so we need to make sure about the meeting request
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clearly states why it is worth their time to hear about the

offering.

4) Seed the social space with leaks. Target people who are
naturally eager to learn about the offerings. From example,
coming soon tweets and leaked photos of our product create an
aura of intrigue that builds interest.
Apple is a master of this technique.

5) Dont expect a big bang release unless the product is truly

revolutionary if it is Microsoft or Apple. Unless a massive launch
event planned, the official launch date should only signify the day
when the product is actually available.

6) Keep the releases rolling? When reporters will have time to write,
so give them some opportunity to write about the offering offer
the official launch date. Continue to produce fresh news like
announcements concerning novel uses of the product, customer
stories, details about how the offering provides return on
investment (ROI) to customers, etc.
7) Do something unusual during the release cycle. Some examples
include creating a funny video, doing a stunt centered around an
industry event, publishing a survey that supports the value of
product or creating an interesting info graphic that describes the
need of the products.
For a product launch of the tablet, I created mock public service
announcements (PSA) website that warned of the dangers of
using our new tablet product while walking.
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KEEP TALKING WHILE WALKING.

The irony created an enormous buzz around the launch and even
led to a huge spike in free product downloads. You can check it
here.
8) Get partners involved. Channel and marketing partners who have
financial stake in the success of the Launch are natural allies.
The more people that are talking about the release, the better
chances it will get pickup.

9) Make it easy for people to learn more about our product with the
free trials downloads product videos and demos.
10) Ignore the elements of the launch that do not drive business.
Unless, our offering appeals to a mass consumer audience, dont
focus on the number of Facebook likes and Twitter followers
collect. Rather, use these social channels for more meaningful
engagement. See who is talking about our offering online and
then make contact with them. See how these folks can help
further promote our offering within our social circles.

Example:
One company that has been doing a great job of creating a rolling
launch is RIM with its new Blackberry 10 announcement. A video with
their CMO describing the strategy can be viewed can be viewed here.
I would love to hear other innovative ideas for creating attention
around product launches. Comment below or tweet me at @dlavenda
--Author David Lavenda is a product strategy and marketing executive
at a high-tech company. He also does academic research an
information overload in organizations and he is an international
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scholar for the Society for the History of Technology. He tweets from
@dlavenda.

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3.
Segmentation, Targeting, Positioning and Differentiation
plays a very important role in the success of any product.
(a) Critically evaluate the market segments for Apple,
Micromax and Samsung in India.

New data has shown that Micromax is the market leader of Indias
tablet market which has witnessed a surge in sales mainly due to
the entry of new tablet vendors as well as the introduction of
offerings from existing vendors at low to medium price points.
Micromax has followed by Samsung and Apple

Indias overall tablet market recorded sales of 0.55 million units in

2QC2012. Micromax leads with an 18.4 percent share, followed be
Samsung at second position with 13.3 percent and Apple at third
position with 12.3 percent, in terms of sales during the second
quarter of 2012.
As android devices become increasingly popular with users across
the world, competition is increasing in the India Tablets market
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with more and more vendors launching devices based on the

Android OS. The share od devices based on other operating system
like Windows, ios ans QNX are expected to rise in future in view of
the recent announcement of the Microsoft Windows Surface Tablet,
the global launch of the Apple, ipad 3.
Going forward we see vendors launching segments specific
segments such as Healthcare, Retail and e-Governance. In terms of
tablets uses cases, the popular categories are internet browsing,
Email, Entertainment, Gaming, Social Networking, Information
(cricket, flights, etc). Clearly the Indian user is also taking to the
tablet as content consumption device, added Tarun Pathak,
analyst, CMR Telecoms Practice.

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(b) Critically evaluate the positioning and differentiation

strategy for Micromax, Samsung, Lenovo and Apple in
India.

According to the market research agency Canalyst, Micromax is the

number one smart phone company in India right now. It has a market
share of 22 percent compared to 20 percent of Samsung. This is an
important moment for Micromax. It is also significant moment in the
Indian phone industry considering the actual difference between
Micromax and Samsung.

Marketing with a difference:

While Micromax may not have as much marketing budget as
multinational have, it does a really good job of marketing itself. It
spends ample money traditional marketing and advertisement
channels like television and newspapers. At the same time, it also
aggressively uses to court consumers. But more important than the
money it is spending on marketing is the way the company spends it.
It targets young consumers, who are more passionate about their
phones and often change their phones. The tagline-- Nothing like
anythingdoes work. In comparison, Samsung, Apple, Lenovo come
off as a more mature but also brings, brand.
Samsung got lazy (or may be it was clueless)
Samsung had the whole smartphone market in India grasp. And then it
got lazy. There is an impression that the company is spending too
much time and energy trying to compete with Apple instead of
capitalizing on the opportunities that market like India provide.
Meanwhile, for Micramax the lower and middle segment of the market
was the main market. It wooed budget shoppers and they rewarded it
by buying its phones.
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Apple is still leading player at AT&T-In the previous of the part of series, Samsung strengthened its
leadership position in the U.S. smartphone market in 2014. But Apple
lost the top position to Samsung at Verizon (VZ) and Sprint (S) during
the second quarter of 2014. To analyze this anomaly.
Apple and Samsung rake in 106% of the smartphone industrys
operating profits
According to a report from Canaccord Genuity published earlier this
month. Apple (AAPL) and Samsung (SSNLF) were responsible for 106%
of the smartphone Industrys operating profits in 1Q14. The report also
mentioned that Lenovo, Nokia (NOK), Blackberry (BBRY), Sony (SNE),
LG and HTC all lost money in their smartphone businesses.
Lenovo has emerged as a stronger player in china
Lenovo (LNVGY) is already a big smartphone player in its own home
country China.
According to Canalys, Lenovo has 13% of these Chinese smart phone
markets and is behind Xiaomi and Samsung (SSNLF) in this market.

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