GULSHAN CAMPUS, KARACHI

NAME OF STUDENT: Bisma Saleem Siddiqui ID No. 2218-2019

FINAL EXAMINATION
FALL 2021
Department / Date of Time Total
Program Semester Course Title Instructor
Faculty Exam Allowed Marks
Faculty of Art
Media Principles of Amna 13 FEB
and Design III 01 Hours 40
science Marketing Ishtiaque 2021
(FAD)

Instructions:
1. This paper contains ____ questions. Attempt all questions.
2. Marks of each question are mentioned at the end of each question.
3. Use of Calculator is ______________. (Allowed / Not Allowed).
4. Mobile Phones must be powered off and kept away during the exam.
5. Cheating of any type will disqualify the candidate.
6. Admit card is compulsory to appear in exam.
7. Student shall not be allowed to leave exam hall before one (1) hour from start time of exam.
8. Student shall not be allowed to enter in exam hall after one (1) hour of start time of exam.
9. Student must comply with given instructions by the invigilator or examiner.
10. Any arguments/misbehavior with invigilator shall be resulted to disciplinary action.
11. Do not detach the sheets. (Paper will be cancelled, if the sheets are detached).
12. Write your answers in ink. Pencil may be used for underlining of diagrams only.
13. The work must be neat & clean. Over-writing, cutting will be considered as mistake.
14. Student must bring his/her own stationary. Borrowing in exam hall is not allowed.
15. Answer Script & Question Paper must be returned back to invigilator before leaving exam hall.

This paper has a total of _____ pages including this title page
 GULSHAN CAMPUS, KARACHI

MIDTERM EXAMINATION
Fall 2021
Course Title: Principles of Marketing
Instructor's Name: AMNA ISHTIAQUE
_____________________________________________________________________________

Note: THEORY PAPER

Q-1: Create SWOT analysis of Samsung.

[__10_ Marks]

Q-2: Create Product Life Cycle of Capri Soap.

[__10_ Marks]

Q-3: Create 4P’s of Junaid Jamshed Clothing brand.

[__10_ Marks]

Q-4: Create Segmentation (Target Market) of Now Chocolate.

[__10_ Marks]

1
 GULSHAN CAMPUS, KARACHI

Question No : 1

SWOT ANALYSIS OF SAMSUNG

SWOT analysis of Samsung analysis the brand/company with its strengths, weaknesses,
opportunities & threats. In Samsung SWOT Analysis, the strengths and weaknesses are
the internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like
Samsung to benchmark its business & performance as compared to the competitors and
industry. Samsung is one of the leading brands in the IT & Technology sector.
The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top
Samsung competitors and includes Samsung target market, segmentation, positioning &
Unique Selling Proposition (USP).
STRENGTH
Below are the Strengths in the SWOT Analysis of Samsung:
1. Samsung is present in the market for a long time and has great brand recognition
2. Samsung offers lot of models and options for every price range hence increasing sales
e.g. Samsung Galaxy series has phone in almost all price ranges.
3. It is one of the largest manufacturer of TVs and mobile phones.
4. Samsung brand awareness is at par with world's greatest tech companies
5. The company is known to launch new innovative models every year and keep the
market moving
6. Samsung not only sells its own finished products but also provides a lot of parts like
LCD panels, memory etc to other manufacturers
7. Samsung Galaxy series is one of the most popular product line offered by the
company.
8. The company has almost 400000 employees globally
9. Samsung products are sold worldwide hence making it a global company.

WEAKNESS
Here are the weaknesses in the Samsung SWOT Analysis:

2
 GULSHAN CAMPUS, KARACHI

1. Because of intense competition and deadline, Samsung faced lot of issues with its
Samsung Note 7 phone.
2. Lot of issues with competitors like Apple regarding patents

OPPURTUNITIES

Following are the Opportunities in Samsung SWOT Analysis:

1. Samsung can innovate more and use the note 7 issue as an opportunity to bounce back.
2. Introducing geography specific phones and appliances can boost the brand
3. Adopting newer technologies to improve upon products.

THREATS

The threats in the SWOT Analysis of Samsung are as mentioned:

1. Intense price competition in the mobile market

2. Samsung has major competition with local brands which are going global like Oppo,
Vivo, Oneplus etc
3. The market is very dynamic and failed product can prove to be a big issue

------------------------------------------------x--------------------------------------------

Question No : 2
PRODUCT LIFE CYCLE OF CAPRI SOAP

INTRODUCTION:

Capri was introduced for all those customers who wish to have a radiant and glowing skin. Ever since its
introduction, Capri has been winning customers and helping them beautify themselves. Capri’s variants

3
 GULSHAN CAMPUS, KARACHI

allow customers to enhance their beauty by nourishing their skin naturally.

GROWTH:
very successful business starts with a great idea. The idea behind ZIL was to offer reliable and high
quality beauty solutions to customers through a skin cleansing range. With this idea in mind, we started
our journey in 1954 and set up operations in Karachi, with a factory located at Hyderabad. Our range of
soaps were a success with Pakistani consumers and the Company has not looked back. Our product
portfolio grew steadily. We bought Zulfeqar Industries Ltd. (a defunct factory incorporated in 1960 as a
private limited company for producing and marketing laundry and toilet soaps) to expand our capacity
and adopted the name (Zulfeqar Industries Ltd.) in November 1980.

MATURITY
  
 The brand is now in the maturity stage and has been here for a very long time now. It is also considered
among the top personal care brands. The continuing innovations, the campaigns and the large number of
satisfied and loyal customers have helped the brand remain at this stage for so long and if Capri
continues to maintain its relationships with existing customers and carry out events so as to gain new
customers, it would not be wrong to say that the brand will continue to be safe in terms of its market
share.

------------------------------------------------x---------------------------------------------

Question No : 3

4P’s of Junaid Jamshed Clothing Brand

Company history marketing BCG innovation storyline Marketing mix Product, price,
place and promotion 4ps Internal and external Strength, weakness, opportunities and

4
 GULSHAN CAMPUS, KARACHI

threats SWOT Bargaining power Customers, industry, supplier, substitute and new
entrants PFFM

Product: Dresses for all ages for men and women including wedding dresses
• Fragrances, foot wares, bags
• Newly launched food products

Price: Customers for all income ranges i.e. high income range to low income range
• Dresses starts from 3000
• Bridle dresses starts from 20,000
• Other accessories starts from 2500

Place: Beautifully designed interior

• Main source of attraction of customers
• First outlet in Karachi, kurta Gali
• Now 50 outlets all over in Pakistan

Promotion: Main attraction of J. are active social media users • Through online system
(Facebook, Instagram)

------------------------------------------------x---------------------------------------------------------

Question No : 4

Segmentation (Target Market) of Now Chocolate

Market segmentation is a marketing strategy which involves dividing a broad target

market into subsets of consumers, businesses, or countries who have, or are perceived to

5
 GULSHAN CAMPUS, KARACHI

have, common needs, interests, and priorities, and then designing and implementing
strategies to target them.

Behavioural Segmentation:
1) Long bar demand
2) affordable and easily available
3) Children love to eat it
4) Because it’s an old product so people trust it
5) Now Chocolate is low price and favorite chocolate of children, so they buy again and again
Psychographic:
1) fun loving kids
2) Children likes to eat snacks and chocolate mostly, so Now Chocolate is easily available at local
shops and in schools also
4) The packaging and size attract the consumer
5) Consumer like Now Chocolate because at low price they get big size chocolate which is good in taste
also.
Demographic:
1) 4 to 12 years old kids
2) Because it’s a candy which consumers enjoy so there is no gender restriction
3) Family income below 30,000 average
4) Students
5) lower middle class or middle class
Geographic:
1) All over Pakistan
2) Local journal stores and pan shops
3) Bakeries
4) Schools
-----------------------------------------------------X---------------------------------------------------