University of Management and

Technology
Course Title: Introduction to Marketing

Assignment No.04
Course Instructor: Hasnain Abbas Naqvi-

Section: QCA Program: B. Com (Hons) Date: 06-02-23

Student ID & Name: Aayan Ahmed F2020285008 Maximum Marks: 10

Instructions: Give your own answers do not copy or paste from other members it will be
marked straight zero.

Market Targeting
- Concentrated Marketing -

International Companies:
1. Louis Vuitton: Louis Vuitton is the world's most valuable luxury brand and is a division
of LVMH. Its products include leather goods, handbags, trunks, shoes, watches, jewelry
and accessories. They use concentrated marketing strategy and target a specific market
to earn good profits.

2. Porsche: Porsche is a German automobile manufacturer specializing in high-

performance sports cars, SUVs and sedans, headquartered in Stuttgart, Baden-
Württemberg, Germany. It has hefty car prices which target mostly high-class
individuals, one cannot help but wonder how Porsche is still preferred and dreamed of
by many.

Local Companies:

1. ÉLAN: ÉLAN is synonymous with elegance, opulence and luxury. Established in 2006,
the fashion powerhouse earned early success because of its intricately detailed and
luxurious evening and bridal wear and tastefully body-conscious silhouettes. In addition to

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 its couture, ÉLAN also produces a coveted luxury prêt-a-porter line which is highly
anticipated every month for its exquisite aesthetics and design details.

2. ASIM JOFA: Carrying on the legacy of his forefathers he started with a jewelry line 12
years ago, establishing the highly exclusive, one-of-a-kind diamond boutique ‘The
Diamond Gallery’. Having been certified in Design from the prestigious Central Saint
Martins, Asim went on to create ripples in the fashion industry. He has achieved great
acclaim for his various collections displayed on the runways in the fashion capitals of the
world. He has been honored with IAFA International Asian Fashion Awards as the Best
Designer Brand in 2012.

- Micro Marketing –

International Companies:

1. NIKE: Nike, Inc. is an American multinational corporation that is engaged in the design,
development, manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. Not every micromarketing technique has to be an
expensive one-off ad campaign. When Nike started using plus-size mannequins in its
stores, it did so to target customers that fit into this demographic, something competitors
were not doing.

2. REDBULL: Red Bull is a brand of energy drinks created and owned by the Austrian
company Red Bull GmbH. The popular energy drink may have started life as a beverage,
but after targeting the young, extreme sports crowd who are always in need of extra
energy, it’s now become a huge name in sports, too. After selecting young, extreme sport
enthusiasts, Red Bull marketed to them directly by sponsoring the events they were most
likely to attend, affiliating itself with everything from skateboarding to rock climbing.

Local Companies:

1. BYKEA: Bykea, stylized as BYKEA, is a Pakistani ride hailing service and parcel
delivery company based in Karachi, Pakistan. It was founded by Muneeb Maayr in 2016.
It competes with Careem Bike and Uber Moto in the region. Through obtaining data from
social platforms, Bykea managed to understand the specific issues of transportation in the
cities it planned to expand. The result of this was an increase in the client’s base of the
company through referral benefits and promotions.

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 2. ZAMEEN.COM: Zameen.com is one of Pakistan’s most popular property platforms and
the nation’s premier real estate company. Zameen.com develops its reputation in dealing
with properties in a specific price range also understands the requirements and demands of
those who can afford to buy property within that price range.

THANK YOU

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