Course: MKT460

Section: 03
Ahmed Redwanul Islam
ID:1330420630
Serial no. 1
Mail: redwanul.islam@northsouth.edu
Submission date: 4th June, 2020
Case: Yellow
Words: 1294

Submitted To:
Mahtab Muntazeri
Lecturer
Department of Marketing and International Business
School of Business and Economics
North South University
Q1. In your opinion, what should be the approach of the company towards their offering
and brand image in the given scenario? Relate the brand wheel model in relation to brand
image adoption.

Ans:

As yellow is one of the leading apparel company and also a renowned one in allover Bangladesh
so they should have sort out every problem that comes in their way. However, where the whole
world is getting affected by coronavirus and as a result the economy is going down so in
Bangladesh it is also the same and as a result the whole country is feeling the effects of it. As
yellow is so renowned they could not just sit around and look what is going on around they need
come forward to take proper steps to solve their issues.

Already they had a huge loss in pahela baishakh so they don’t want to repeat that performance in
eid-ul-fitr, to cope up with other companies and to stay in the market they need to bring some
offers like discount offers or BOGO offers. Moreover their online shopping sites need to more
organize so that the customer can look through their Eid collections as most of the customers
prefer not to go outside. Besides they need to have a perfect delivery method and also their
delivery system needs to be sanitized properly so that the customers can trust them easily.

At this serious condition any company can lose their brand image to the customers so in this case
what yellow brand can do is adapt some measures to cope up with the situations. Yellow is
known in Bangladesh for a long time for their apparels so to keep up with it they need to
promote their apparels more through social medias as most of the people are using social medias
to pass this time, also they could bring some reasonable clothing’s for every generation of people
and for every sector of people so that everyone could buy their products. They also need to
follow safety measure and ensure the employees that they are safe working here because if you
don’t have employees you could not compete in the market. Moreover, their delivery person
needs to be taught how to behave with the customers when they are dealing or delivering
products to their customers, the employee’s needs to be taught every safety measures for the
safety of the customers. After doing all of this the brand yellow need to gain the trust of the
customers that they have adapt measures to sell their clothing.
Q2. What pricing and distribution strategies you believe that the brand/company should
adopt in order to sustain (revenue stream) during and after the pandemic situation.
Provide brief reasoning.

Ans:

This global pandemic is creating a lot of buzz around the world as it has spread all over the
world and killing a lot of lives so most of the people are not thinking about clothes as it is not a
daily necessary.

In this case what yellow brand can do is they could follow penetration pricing strategy where
they could minimize the pricing through this pandemic and when everything will be normal they
could go back to their normal pricing or increase price for better revenue. Yellow brand can
minimize their prices and as most of the people are buying online they could increase the
delivery charge, for example they could increase the delivery charge 100 tk from 60 tk, and also
to get attention of the customers they could reduce the prices by making sale on different items.
When everything will be normal many customers would want to go the market to buy clothes
then they could increase or go back to the original prices. Moreover they could sell their products
through direct channels like in permanent shops or through via email on door-to-door service or
through deliveries. I think yellow should follow this methods for pricing and distribution.

Q3. Design an integrated marketing campaign for brand/company co-related to the current
situation. Please use the unconventional methods and promotional mixes that are suitable
with the current scenario.

Ans:

The basic objectives of all marketing communication methods are (1) to communicate, (2) to
compete, and (3) to convince. In order to be effective, organizations should ensure that whatever
information they communicate is clear, accurate, truthful, and useful to the stakeholders
involved. In fact, being truthful and accurate in marketing communications is more than a matter
of integrity; it’s also a matter of legality, since fraudulent marketing communications can end in
lawsuits and even the criminal justice system. Marketing communication is key to competing
effectively, particularly in markets where competitors sell essentially the same product at the
same price in the same outlets. Only through marketing communications may an organization
find ways to appeal to certain segments, differentiate its product, and create enduring brand
loyalty. Remaining more appealing or convincing than competitors’ messages is an ongoing
challenge.

There are several promotions techniques used by Yellow in order to make the situation better.
The sales promotion efforts adopted by the company include several schemes launched by the
Yellow as well as the other sponsors of the company. Several discounts vouchers are being
distributed for free in order to attract the customers to avail the discounts by visiting the events.
Several prices off offers are also launched specifically for the event visitors for the coming 6
months. The distribution of the coupons was also distributed by the news paper which has
become the sponsor of the company by the registration or booking for the regular supply of news
paper. Several schemes related to discounts in the treatment of the breast cancer are offered by
the sponsor hospitals and also discounts on the monthly checkups. Several other schemes like
special prizes for selected visitors by the way of lucky draws were also launched in order to
promote the event. The use of the social media like the face book has also been extensively used
to attract large number of visitors and youth.

This media is done in order to cover a large social media by developing pages for the event and
inviting the people to show or mark whether they are visiting the event or not, so that the event
can be managed in an appropriate manner. The use of the support media and the sponsors like
Channel i, ATN Bangla were used to promote the events on the television network in order to
create the event a large mega event. The TV channels were used to provide advertisement related
to the event and were also promoted on some health shows as well as fashion events. The direct
marketing channels were also used in order to promote the event.  Direct marketing channels like
sending invitation mails, phone calls, presentation in corporate were also done in order to gather
visitors at the events.
Public relation efforts are also put in order to promote the promotional tools in an effective
manner. The proactive public relation strategy has been prepared under the marketing
communication plan in order to make this successful.

Proactive Strategy-  The proactive strategies available for maintaining the public relations are
with the use of the television channels and also the use of the print media. These efforts are done
in order to meet the marketing objectives. The event will be effectively communicated to the
general public using the digital media and also the print media. The company will also use the
internet technology and its website to promote the event. The company will also use the social
media to promote the event the use of the social networking sits will also be used like face book,
whatsapp to make people aware about the promotional activities and make this effort a large
success.