MARKETING ASSIGNMENT

NAME. RAJA MUHAMMAD ZARRAR

SHAHID
ENROLLMENT NO. 02-112212-095
CLASS. 1A
VALUE PROPOSITION content copy pasted is
included.
A. MORE FOR MORE
[Link] INC
It is an international company that conducts payment transactions and bank transfers. The
company conducts payment transactions and bank transfers between financial institutions.
Visa INC is also the second largest payment system in the world based on issued cards
and transaction data, which is access able in more than 200 countries.

[Link]
Tencent is a venture company, a conglomerate, an investing holding and one of the
largest companies in the gaming industry. Its products include social networking, instant
messaging, mass media, web portals etc. which are among the largest and most successful
in the world in their respective categories.

3. BERKSHIRE HATHAWAY INC

The industry includes insurance, finances, railway transport, utilities, food, and non-food
products. The company is known for its permanent owner, an American investor and an
entrepreneur WARREN BUFFET. The companies share price of $344970 makes it the
world most expensive stock.

[Link] INC
Google, the internationally famous internet company, recently changed its official name
to ALPHABET because the company was out of the scope of the scope of Google search
engine long ago and now it owns plenty of other companies as well.

5. SAUDI ARAMCO
It is the industry of oil and gas production, refining. Products of this company includes
oil, natural gas and other petrochemical products. Saudi Aramco is considered as one of
 the worlds leaders in oil production and reserves. Saudi Aramco already has branches and
subsidiaries in china, japan, Russia, the UAE, USA and other countries.

B. MORE FOR SAME

1. BLOOM AND WILD
Bloom and wild is an online flower delivery company that simplifies the process of
ordering and receiving luxury flowers. Bloom and wild makes it possible for customers to
deliver flowers in under a minute using their smart phones or computer going from thought to
action instantly.

2. SLACK
Slack is a collaboration tool for teams with a simple, easy to use platform and instant
message capability. The platform is equally beloved by enterprise teams and scrappy startups
for its ability to keep work flowing, no matter the every day barriers or the complexity of a
project.

3. AIRBNB
When Airbnb began to disrupt the hospitality industry it needed to market to two
separate groups; guest who want a place to stay and hast who wanted to rent out their spaces.
Their two in one value proposition; travelers benefit from a truly local experience and hosts
benefit from extra income. Their rooms often have more character than hotels, and they are
usually located in neighborhoods people live in.

4. FJALLRAVEN
The classical Swedish outdoor clothing and equipment company. Their core
proposition is that they sell high quality, sustainable made products that balance form and
function. Their commitment to sustainable business practices appeals to the same conscience
consumers who value the outdoors, which fortifies their value proposition.

5. FOUND MY ANIMAL
Found My Animal is a company for rescue dogs and their owners. Found my animals
value proposition is simple; support a company that donates a portion of its profits to animal
rescue groups by outfitting your own rescue in quality products.

[Link] FOR LESS

1. PANASONIC
Panasonic RP-TCM125 headphones. These headphones can be found for $15 in
many places and consistently rank at or near the top in surveys of consumer-grade
headphones, often beating out headphones that cost hundreds of dollars (like in this consumer
report headphone roundup). These humble headphones offer incredible sound quality for the
dollar.
 2. KIRKLAND SIGNATURE PRODUCT
In area after area, from items as disparate as bacon and car batteries, the Costco store
brand Kirkland Signature comes out on top in quality comparisons with the name brand,
according to consumer report. As the store brand for Costco, Kirkland Signature is almost
always substantially cheaper than the equivalent brands.

3. ANKER POWER LINE

In a side-by-side comparison with Apple Lightning cables for charging iPhones and
iPads,  that Anker Powerline cables were sturdier and lasted longer under repeated usage.
They withstood cable bends and twists better than the more expensive cables sold by Apple.

4. MONOPRICE 6105
Monoprice 6105 6-foot HDMI cable. If you need a HDMI cable in order to get your
home entertainment system up and running, skip the overpriced name-brand Monster cables
and purchase the humble Monoprice 6-foot HDMI cable. It gets the top recommendation of
HDMI cables, which points out that for most home "plug it and leave it" uses, most HDMI
cables are functionally identical. But the Monoprice cable stands out because it "sells for way
less than $1 per foot, can handle resolutions up to Ultra HD 4K, including 1080p and 3D,
plus it has Ethernet and Audio Return Channel capabilities. It also has a lifetime warranty,"
says wire cutter.

5. EQUATE ULTRA PROTECTION

 You can find this sunscreen at Wal-Mart in incredibly large containers for just a few
dollars, yet it protects against the sun better than all of the other sunscreens in this consumer
report survey. It does an incredible job at blocking the sun's rays, keeping you and your
family safe during a day at the beach or in the great outdoors without costing you an arm and
a leg.

D. LESS FOR LESS

1. UNIQLO
This is a Japanese brand that offers casual clothing. They operate in japan and other
international markets. This brand has hit a number of controversies in recent years. In 2016
Uniqlo still expected to staff to work excessive overtime for low rates of pay.

2. STRADIVARIUS
This is a Spanish brand that sells women’s clothing. It was developed back in 1994.
They have over 900 stores worldwide and have been described Zara’s trendy little sister.
They are a company that has ben plagued by accusations of poor working conditions and
unfair wages.

3. PRIMARK
 Known as Penney’s in the Republic of Ireland, Primark in an Irish fashion retailor with
Headquarters in Dublin. They sell clothes for all age groups, including baby and toddler
wear, they also sell homeware and confectionery. There are over 350 stress in 12 countries.

4. CRYSLER
Chrysler took a major tumble in the 2020 study with 214 PP100. It had been fifteen
steps higher in 2019, when it had just 146 PP100. Back in 2017, its portfolio also included the
Chrysler 200, which never really achieved stellar J.D. Power ratings. Chrysler ranked 19th
in CR’s 2019 list, which was up seven spots from 2018.

5. AMC Pacer
Intended to be a radical new concept, as well as being the first automobile to use cab
forward design, the AMC Pacers odd styling has also been criticized. A 2007 survey
conducted of its clients by the Hagerty insurance Agency named the Pacer the worst car
design of all time. including it in Time magazine's "50 Worst Cars of All Time",

E. LESS FOR SAME

1. AMOUR VERT
High-quality clothing does not need to come at the expense of everything else. Amour vert is
another brand that cares for the environment as they create exciting and thoughtful pieces.
Every time that you purchase an item of clothing from Amour Vert, they will plant a tree in
North America.
2. AMBLE
The brand has a focus on bringing economic opportunity to everyone, specifically women,
and wants a world where people are actually able to provide for themselves. Able create their
amazing range by paying a fair wage to women from all around the world. The ethical brand
employs and empowers women, as a solution for ending poverty, all while focusing on
quality and style.
3. TIMEX MENS
With such a wide variety of stylish cheap watches available at a fraction of their luxury
counterparts’ price, there has never been a better time to add to your collection.
The Timex Weekender collection was designed with one thing in mind: the freedom to
choose. The end result is a versatile and timeless piece that effortlessly takes you from your
9-5 to the weekend.
4. NIXON WATCHES
Go for classic and clean with the original Nixon Time Teller. This best-seller keeps things
minimal with clear cut lines. The simple high concept design features a 37mm mineral watch
face with applied indices and custom hands. 
5. CITIZEN ECO DRIVE WATCH
This is the military-inspired timepiece your collection has been waiting for. Featuring a
woven khaki canvas band with a buckle clasp for comfort and adjustability. The stainless
steel case houses a black dial with luminous hands protected by an anti-scratch crystal
surface. The watch is water-resistant up to 100 meters making it well-suited to an active
lifestyle. Citizen’s Eco-Drive technology powers the functional watch. With regular exposure
to natural or artificial light, you’ll never have to replace a battery again.

PART TWO
BCG MATRIX
The Boston Consulting Group (BCG) growth-share matrix is a planning tool that uses
graphical representations of a company’s products and services in an effort to help the
company decide what it should keep, sell, or invest more in.

Understanding a BCG Growth-Share Matrix

The BCG growth-share matrix breaks down products into four categories, known
heuristically as "dogs," "cash cows," "stars," and “question marks.” Each category quadrant
has its own set of unique characteristics.

Dogs (or Pets)

If a company’s product has a low market share and is at a low rate of growth, it is considered
a “dog” and should be sold, liquidated, or repositioned. Dogs, found in the lower right
quadrant of the grid, don't generate much cash for the company since they have low market
share and little to no growth. Because of this, dogs can turn out to be cash traps, tying up
company funds for long periods of time. For this reason, they are prime candidates
for divestiture.
Cash cow

Products that are in low-growth areas but for which the company has a relatively large market
share are considered “cash cows,” and the company should thus milk the cash cow for as long
as it can. Cash cows, seen in the lower left quadrant, are typically leading products in markets
that are mature. Generally, these products generate returns that are higher than the market's
growth rate and sustain itself from a cash flow perspective. These products should be taken
advantage of for as long as possible. The value of cash cows can be easily calculated since
their cash flow patterns are highly predictable. In effect, low-growth, high-share cash cows
should be milked for cash to reinvest in high-growth, high-share “stars” with high future
potential.

STARS

Products that are in high growth markets and that make up a sizable portion of that market are
considered “stars” and should be invested in more. In the upper left quadrant are stars, which
generate high income but also consume large amounts of company cash. If a star can remain
a market leader, it eventually becomes a cash cow when the market's overall growth rate
declines.

QUESTION MARK

Questionable opportunities are those in high growth rate markets but in which the company
does not maintain a large market share. Question marks are in the upper right portion of the
grid. They typically grow fast but consume large amounts of company resources. Products in
this quadrant should be analysed frequently and closely to see if they are worth maintaining.

EXAMPLE COCA COLA

QUESTION MARK

Fanta, a Coca-Cola product, is one such example where the business units can be seen as a
question mark. As the brand has not been able to gain widespread popularity similar to Coke.
Therefore, the brand is losing its popularity. However, in some areas, it has been able to
obtain a generous sales volume.

CASH COW

Coca-Cola is one such example of Cash Cows. This product is sold across 200 countries in a
mature beverage industry. The bottling partners in different regions help in making the
finished beverages available to the market. This is how the organization is earning a
significant amount of revenues from its finished products. In a mature industry, it is advisable
for a company to keep the sales volume high as the business unit is comparatively a good
source to generate revenue.

STARS

The bottled water Kinley, a Coca-Cola product, is one such example of Stars. This example
is suitable here because the mineral water industry is still viewed as a gradually growing
segment on an international scale. The rising population would require more bottled water to
fulfill the needs of the people. Due to the rising need for bottled water, the growth
opportunities for this business product in the industry has increased. Even though Kinley
faces competition from other competitors. Nevertheless, it is essential for the management to
understand that the bottled water brands will remain a source of significant sales in future.

DOGS

Diet coke, a Coca-Cola product, is on such example of Dogs. It was launched with the
motive to offer consumers relatively healthier beverage option in terms of calories consumed.
However, the brand has not been able to fetch consumers’ interest, which led to declined
sales of this business unit.

EXAMPLE 2 PHILIPS
CASH COW
The cash cows in the BCG Matrix are the products that have been on the market for some
time. They have ended up in the so-called maturity stage of the product lifecycle. A product
that can be classified as a cash cow in the BCG Matrix generally has a high market share, a
reasonable margin, and limited growth or a slight decrease. The costs are low. The production
line is largely recouped, and there is a limited investment in marketing. With cash cows it is
important that you as a company optimize the profit. So go see how you can, for example,
optimize processes and thus reduce costs. An example of a product that can be classified as a
‘Cash Cow’ is the Philips energy-saving lamp.

STAR

The stars in the BCG Matrix are products at the start of the product lifecycle. The growth
and market share are high. Because the product is at the start of the product lifecycle, the
margins are usually also high. A lot is being invested in marketing. It is important for a
company to have stars. Here you can earn big money. To get stars, for example, a company
must invest in product development. If you have a star as a company, the strategy for this
product must be aimed at gaining as much market share as possible. An example of a product
that can be classified as 'Star' in the BCG Matrix is the LED lamp from Philips.

DOGS

The dogs in the BCG Matrix are products at the end of the product lifecycle, or products that
have had to compete against the competition. The margins are low, the market share is low
and the market barely grows or even shrinks. The company will no longer invest in
marketing. Many companies will choose not to produce the product at all. An example that
can be considered as a ‘Dog’ in the BCG Matrix is the plasma TV from Philips.

QUESTION MARK

The question marks in the BCG Matrix are the products of which the future is not entirely
certain. The market growth is high, but the market share low. The company must make the
choice: invest in marketing, and try to make the product a 'Star', or let the product flow down
to become a ‘Dog’, or in other words stop investing and even stop the product in the future.
The strategy for products that have been designated as a question mark must either be
focused on growth (to turn the product into a star) or on cost savings (to turn the product into
a cash cow). An example that can be considered as a ‘Question mark’ in the BCG Matrix is
the tablet from Philips. The market is growing very fast, but it takes a fortune in marketing to
gain a large market share in this. The question mark is sometimes referred to as 'problem
child' in other explanations about the BCG matrix.
THE END JAZAKALLAH KHAIR