NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BENGALURU

MASTER OF FASHION MANAGEMENT

BATCH 2023-2025

FASHION MARKETING

Assignment 4

SUBMITTED BY:

SNIGDHA RANJAN

MFM/23/187
ASSIGNMENT 4

Q.1.Which marketing orientation/philosophy is each person essentially referring to? (Choose from
the list).

• Production Concept
• Product Concept
• Sales/Promotion Concept
• Marketing Concept
• Societal Marketing Concept

Ans. James: Product Concept

Julie: Production Concept

John: Promotion Concept

Jane: Marketing Concept

Jenny: Societal Marketing Concept

Q.2. Based on the information you have, which particular orientation do you think the firm should
follow? Why?

Ans. According to me, the firm should go with the product concept which is James’s idea because
according to him he has been a keen cyclist for many years and from this information we can say that
he knows well about them so he also should know what new thing he can introduce in the bike
market. He is talking about the innovative start of the art bikes. Customers are always intrigued by a
product which is totally new and different to the market. There are already many bike brands which
are working upon production concept or promotion one too. Promotion from a celebrity can grab
the attention of new customers but if the product is not innovative then the customers will not stick
with your brand long enough. For example, taking the brand Apple which works upon the product
concept. Their brand products are more in demand not because of any big celebrity promotion or
marketing but because of their product. In my opinion if the product is innovative and new to the
market and is strong then that product will work.