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Final MKT202
principle of marketing (North South University)
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North South University
Department of Marketing and International Business
Fall 2021
MKT 202: Introduction to Marketing
Name: Mushfiqur Rahman
ID:
2012627630
Sec: 3
Total marks possible: 20
Time: 1 hour 15 minutes
Q1. You are the brand manager of Bashundhara Group. You manufacture cement,
tissues, and face mask. Your owner asked you to develop the brand further. Using
four strategies develop the brand.
Relate examples with theory.
Ans: For developing the Bashundhara brand further I will be using the following four
strategies:
1. Line Extension
 Keeping the product category and brand name the same for Tissues I
will be introducing smaller and handy-sized tissues.
2. Brand Extension
 Keeping brand name the same I will be introducing Bashundhara hand
sanitizer.
3. Multi bands
 Keeping the product category same, which is a face mask I will
introduce a new brand under the Bashundhara group which will be the
Medelife Face mask.
4. New Brands
 Introducing a new brand and product under Bashundhara Group which
will be B-Fabrics.
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Q2. You want to develop a communication mix for your business. With the proper
use of theory mention and explain five different communication mix tools for your
upcoming product.
Ans: The five different communication mix for my upcoming product under B-Tech
Computers LTD are given below:
1. Advertising
 I will be promoting my newly introduced B-Tech computers as a new
and trustworthy brand for building new personal computers and laptops
for gamers and tech enthusiasts.
2. Personal Selling
 Personal selling deals with a salesperson going door to door for selling
your product. I consider this method to be rather less effective in my
company therefore personal selling with not be a part of my promotion
mix.
3. Sales Promotion
 Sales promotion is to give discounts and coupons for your product. This
sales promotion mostly works for mature or declining products. As my
product is newly introduced in the market I would avoid this tool as well.
4. Public Relations
 Public Relations deals with creating a favorable image of one company
through sponsorship programs. As my company is new and unknown to
the public this will be a great opportunity to build the trust of my
company by investing in popular sports and entertainments industries.
5. Direct Marketing
 Giving text, E-mail, phone calls to target customers is a part of direct
marketing. This is a good method for keeping in touch with your
customers and potential customers. I will surely use this tool but at a
limit so that my customers don’t get irritated by too many notifications.
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Q3. Explain advertising objectives. With proper example which objective you will use
for a mature product and why?
Ans: Advertising is the way of communicating with your customers. The advertising
objective for any product is to inform, convince and remind.
There are various types of Advertising methods, this method depends on your
product's PLC stage and condition. For example, new products require introductionbased advertising, and matured product requires advertising that shows trust and
belief. The reason for this type of advertising for the mature product is because your
product has been available in the market for quite a while that why it has reached
the mature stage in its PLC, and an old product requires no new introduction rather it
is wiser to notify your customers that you are providing quality and good product all
this time and that’s why your product is trustworthy. Therefore Remind is the
advertising objective for mature products.
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