Advertising & Promotion (MKT621)

Assignment No.1 Spring,2024

Due Date: April 30, 2024
Total Marks: 10
Weightage: 03
Topic: “Positioning Strategy”
Learning Objective: The core objective of this assignment is to acquaint students with the
significance of Positioning strategies, and the role of advertising in implementation of such
strategies.

Learning Outcomes: This case study provides students with insights into the strategic process of
brand positioning in the context of advertising. It will enable students to understand how a company
can reinvent itself to stay relevant in a changing market and the pivotal role that advertising plays
in communicating a brand's new position to consumers.

The Case:
MunchMart, a regional grocery chain store, was established in the 1990s and had become a well-
known brand in the local residential societies. However, by the early 2020s, MunchMart's image had
become outdated, and sales were declining. The company decided to reposition its brand to appeal to
a younger, health-conscious demographic.
MunchMart's original positioning was as a discount grocery store, which attracted budget-conscious
consumers. However, this positioning was no longer effective as competitors had also adopted low-
price strategies, and consumer preferences had shifted towards quality and sustainability.
Now the challenges which MunchMart is facing right now are;
 Outdated brand perception.
 Increased competition from stores with similar pricing strategies.
 Changing consumer preferences towards high quality and branded products.
Requirement:
Being a student of Advertising, your task is to;
a. Design a new positioning strategy for MunchMart to address the challenges it faced. (5)
b. Explain what role will advertising play in MunchMart's rebranding efforts? (5)

*Note: Students are advised to read the case carefully, analyze the relevant handouts & course
material, and then answer the required questions.
Marking Scheme:

The total marks of this Assignment are 10. Avoid irrelevant text/material while answering the
question. Each part carries 05 marks.

Important:

24 hours extra / grace period after the due date is usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and above-mentioned
due dates should always be treated as final to avoid any inconvenience.

Important Instructions:

 Students are advised to study the whole text carefully.

 Try not to include any irrelevant material in the solution.
 Try to come up with precise and original answers.
 Assignments reaching after the due date would not be considered.

Other Important Instructions:

DEADLINE:

 Make sure to upload the solution file before the due date on VULMS.
 Any submission made via email after the due date will not be accepted.

FORMATTING GUIDELINES:

 Use the font style “Times New Roman” or “Arial” and font size “12”.
 It is advised to compose your document in MS-Word format.
 You may also compose your assignment in Open Office format.
 Use black and blue font colors only.

Note related to load shedding: Please be proactive

Dear students,

As you know that Pre-Midterm semester activities have started and the load shedding problem is
also prevailing in our country. Keeping in view the fact, you all are advised to post your activities
as early as possible without waiting for the due date. For your convenience; activity schedule has
already been uploaded on VULMS for the current semester, therefore no excuse will be
entertained after due date of assignments, quizzes or GDBs.

“GOOD LUCK”