ASSIGNMENT NO.

NAME: MAHNOOR BAQAI

STD ID: 20221-32063

SUBJECT: MARKETING MANAGEMENT

SLOT: SAT (2:00-5:00PM)

FACILITAOR: MS. NIDA SHAUKAT

1. Primary TA (age & social class)

Primary Audience: Age: Teens, young adults and adults. Social Class: Upper class and middle class,

2. Current Situation:

In the ad, marketer shows a messy Kiara advani who manages to look beautiful and flawless because of
her brighter smile no matter how her makeup and hairs looks, she always looks fabulous because of her
whiter teeth.

3. Positioning:

Flawless & brighter smile

4. Brand personality:

Excited, Confident, brand of Youths, Competent, Red.

5. Product Levels:

Core benefit: oral hygiene

Generic Product: Toothpaste- germs-free mouth

Expected Product: Fluoride, salt for healthy gums and sparkling teeth.

Augmented Product. Fresh breath, white teeth

Potential Products: cooling crystals, whitening strips, tooth paste, dental floss and brush in a single
product (3in1) (for travellers).

6. Ideal self-image and idea social image?

Ideal Self Image: Perfect Smile with Fresh Breath.

Ideal social image: confident, attractive, flawless, charismatic, friendly, lively.

7. Do you think there can be any high level dogmatism in consumers after receiving this message?

In my opinion, there can’t be any high level of dogmatism in consumers, as the product category and
brand itself is familiar to their target audience and consumers.
 8. Explain any one way in which consumers can reduce their perceived risk?

Consumers can reduce their perceived risk through seeking more information through word of mouth
from the people who already used and tested the product in order to avoid future consequences.

9. Sensory appeals: Red Colour of brand ambassador’s dress & Colgate itself, sight (white teeth,
text, bar code)

10. Positive or negative reinforcement and how did they show it?

Positive reinforcement: whiter teeth makes you look good & brighter smile always wins. They express it
through their young and beautiful brand ambassador Kiara advani showing her brighter smile in the ad.