Name: Tasmeem Rahman
ID:19164036
Instructions:
• You have to answer ALL the questions.
• Understanding of the question is a part of your exam.
• You have to submit your script before 8.50 through google classroom.
• Those who will face any problem to submit the script, are highly recommended to communicate
immediately with me (My Cell No. 01819092799).
Question 1: (Marks:5, Word Limit: 750)
PRAN, a local company, has to compete with not only with local brands but also with international brands.
Frozen food market is not an exception. Jhotpot, frozen food brand of PRAN, has to compete mainly with
Golden Harvest in our Bangladeshi Market. Currently, PRAN is planning to recruit a fresh graduate to do
its SWOT analysis properly and also to find out further expansion strategy. Conduct a SWOT analysis for
Jhotpot brand of PRAN from your perspective. Discuss how your SWOT analysis would provide strategic
insight for future decisions at PRAN-RFL group. Construct a hypothetical (according to you) product-
market expansion grid for Jhotpot. Justify your answer. Please consider the existing product line picture
of Jhotpot (https://www.pranfoods.net/brands/frozen-foods) and Golden Harvest
(http://www.goldenharvestbd.com/agro/) approaching this question. Please consider the link for details
of Jhotpot Brand.
Answer
Swot analysis for the brand Jhotpot
Strength
• Product pricing
• Highly effecting supply Chain
• Wide product range
Weakness
• Quality
• Brand image
Opportunity
• Huge market
• Increase of disposable income of the customer
Threat
• High competition
• Customer preference
In terms of taking any kind of startegic decisions SWOT anaysis will help to know where to imporve and
where to search for opportunities. By using the strenth and diminishing the weakness it can utilize more
opportunities which will ultimately help to avoid the potential threats in future and take decisions
accordingly.
Product Market Expansion Grid
The Product Market Expansion Grid of PRAN Jhotpot Brand has been prepared below.
Market
Existing New
Market Penetration Market Development
Paratha, Ruty Jhotpot Lal Ata ruty, Alo paratha
Product
Related Unrelated
Product Development
Diversification Diversification
Jhotpot chicken momo, onion
Burgur patty Jhotpot filo sheet
paratha
New
Paratha, Roll, Nuggets this are some common products that are available in the market. PRAN has
developed the existing product and offering alu paratha, lal ata ruty, rice flour ruty to target a new market
segment. At the same time in the existing market they are offering new products like momo, onion
paratha to expand its product range.
Question 2: (Marks:5, Word Limit: 750)
What brands and products do you feel successfully “speak to you” and effectively target your age group?
Why? Which ones do not? What could they do better? Mention one brand and justify how effectively it
targets you from mobile handset industry. Mention another brand and justify why you are thinking that
this brand failed to target you from mobile handset industry.
Certain brands has the ability to use the STP tool very effectively which ultimately help them to speak to
their customers and create a specific brand image.
In mobile market industry, I feel the brand Oppo has effectively targeted my age group. Whereas the
brand Asus failed to do so.
Oppo is offering features in a budget friendly mobile. They created a Brand image in such a way that
young, energetic and exited customers will easily willing to buy it. Here the major factors are features
such as camera and video quality, price, battery, internal storage and so on. They try to promote the
product in each and every media where people like us frequently visits. They generated an idea among its
target customers that if you need to take a professional photo, realistic video quality and high storage
facility I will get all those within a budget mobile of oppo.
On the other hand Asus have the more or less similar features but they failed to reach its customers as
massively as oppo did.
Question 3: (Marks:5, Word Limit: 750)
Consider yourself as a Head of marketing of Nestle Bangladesh. You have recently found that some of
your brands are facing following demand states. What will you do under these demand states as a
marketing manager?
a. Negative demand
b. Overfull demand
c. Irregular demand
d. Latent demand
Answere
I will take the following steps to counter the mentioned demand stage for my brand.
a. Negative demand
Negative demand is such a demand were people are reluctant to purchase or take certain products and
service. The product and service demand is there but people don’t want to take them till they face a severe
urge for the product.
To counter such demand, It is required to know why the demand for the product is negative.is it for the
features of the product or for the brand image. Sometimes it needs to create awareness about the
necessity of the product/service among the people as much as possible if the customers are unwilling to
buy the product for its brand image. However if it is for the brand image then it needs to made an in depth
analysis of the brand, measure customers preference and create a brand image that wiil be easily
acceptable by the customer.
b. Overfull demand
Overfull demand is such demand when the urge of product among customers exceeds its manufacturing
or production capacity.
When the demand is overfull marketers need to hold back the rope of promotion for while so that it can
get time to increase the production capacity and cope up with the demand.
c. Irregular demand
Irregular demand is such demand were the products and services faces and demand cycle. Seasonal
products are one of the best examples of irregular demand. People feel the need of such products in
certain situation or for certain period of time.
In terms of irregular demand its needed to create a need of the product in times when people don’t
project the demand for it. It is a very tough task. For example the need for iced products decreases during
the time of winter. However, the products needs to projects a different value that customers will get if
they buy it.
d. Latent demand
laten demand is such demand where people have an urge for particular products that does not exist in
the market. This demand facilitates the generation innovative products and services.
To make the latent demand as an opportunity to grab a new market, marketers need to justify the need
of the products, customers preference, profitability, target market growth and thus prepare a product or
service that will best serve the demand of the customers.
Question 4: (Marks:5, Word Limit: 750)
In the Frozen Food market of Bangladesh, Golden Harvest and Jhotpot of PRAN are facing intense
competition with each other. The Head of Marketing of Golden Harvest is planning to strengthen its
marketing intelligence system to win against its competitor. What are the steps Golden Harvest can use
to set up a quality marketing intelligence system? Justify your answer. Please consider the type of industry
while approaching to this question and the following Links: Jhotpot
(https://www.pranfoods.net/brands/frozen-foods) and Golden Harvest
(http://www.goldenharvestbd.com/agro/)
Answer
Marketing Intelligence is a new idea where it allows marketer to collect data about market and
competitors from the external sources. It is a set of procedure Now a days marketing intelligence helps
people to create a strong competition to the rivals which ultimately helps to develop high quality products,
there are certain steps that golden harvest can take to create a quality marketing intelligence system.
Step 1
Analyze the competitors’ products, what they are selling and how they are selling. Try to find out the loops
that your competitors have and grab it an opportunity.
Step 2
Motivate channel members to share intelligence
Step 3
Assign peoples who will analyze the market and provide necessary information’s.
Step 4
Create a strong sales network
Step 5
Get feedback from the customers, and allow the customers to taste it before,
