View attached explanation and answer. Let me know if you have any questions.1المملكة العربية السعوديةوزارة التعليمالجامعة السعودية اإللكترونيةKingdom of Saudi ArabiaMinistry of EducationSaudi Electronic UniversityDepartment of Business AdministrationCollege of Administrative and Financial SciencesAssignment- 2Marketing Management (MGT 201)Due Date: 12th November’ 2022 @ 23:59Course Name: Marketing ManagementStudent’s Name:Course Code: MGT201Student’s ID Number:Semester: 1stCRN:Academic Year:2022-23For Instructor’s Use onlyInstructor’s Name: XXXXXStudents’ Grade: Marks Obtained/Out of 15Level of Marks: High/Middle/LowGeneral Instructions – PLEASE READ THEM CAREFULLY••••••••The Assignment must be submitted on Blackboard (WORD format only) via the allocatedfolder.Assignments submitted through email will not be accepted.Students are advised to make their work clear and well-presented; marks may be reduced forpoor presentation. This includes filling in your information on the cover page.Students must mention the question number clearly in their answers.Late submissions will NOT be accepted.Avoid plagiarism; the work should be in your own words; copying from students or otherresources without proper referencing will result in ZERO marks. No exceptions.All answers must be typed using Times New Roman (size 12, double-spaced) font. Nopictures containing text will be accepted and will be considered plagiarism).Submissions without this cover page will NOT be accepted.2Assignment-2Learning Outcomes:1.2.Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in thechanging global environment. (LO-4)Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs andwants to formulate a marketing Plan. (LO-5)Part-ACase StudyRead the Chapter Case Study entitled Yogurt Lovers to say, “It’s All Greek to Me” fromChapter- 11, “Product, Branding and Packaging decisions” Page: – 381 given in your textbook– “Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy (2022) and answer thefollowing Questions:Assignment Question(s):1. Generally speaking, what type of product is yogurt? Does your answer change for thedifferent product categories that ‘Chobani’ has defined for its offerings? (2 Marks)2. Is ‘Chobani’s’ introduction of yogurt for children a brand or line extension? Explain. (2Marks)3. How is ‘Chobani’ positioning its various product categories currently? How is itcommunicating its current positioning strategy? (2 Marks)Part-BCritical ThinkingAnswer the following questions based on the concepts discussed in Chapters- 13, 15 and 181. Assume the local grocery store hired you to help assess its service quality based on the fiveservice dimensions to determine the overall service quality: reliability, responsiveness,assurance, empathy, and tangibles. How would you go about undertaking this project? (Ch-13)(3 Marks)2. Price skimming and market penetration pricing are the two important pricing strategies marketersuse. Ahmad wants to launch his new backpack in the local market. Being a marketer, whichpricing strategy will you suggest he use and why? (Ch-15) (3 Marks)33. Do you find any difference between advertising and public relations? How can public relationscontribute to a firm’s IMC? Explain with the help of a suitable example. (CH-18) (3 Marks)Note:1. Answer all the questions based on your understanding of the concepts discussed in theclass, PPTs and Textbook.2. Justify your answers with at least two references for each question.3. If plagiarism is more than 25%, you will get 0 marks for the questions concerned.4AnswersPart-A1.Yogurt may be defined as a dairy product obtained after the fermentation of milkspecific microorganisms. The basic ingredients of manufacturing yogurt include raw milk,standardized to its dry matter, homogenized and pasteurized, fermentation culture added, andsugar, fruits, and other ingredients added after cooling. Finally, the result is cooled and storedin a refrigerator to slow down microbiological, physical, and chemical degradation.The answer changes. Due to the popularity of non-diary yogurts, whose sales haverecently increased by over 47.9 percent, Chobani introduced yogurt based on coconut toconfront the threat. The new product does not contain genetically modified organisms, isnatural, contains less sugar than other options by 25 percent, and dairy free. Therefore,the definition on top of dairy products will add non-dairy products.2.The introduction of yogurt to children by Chobani is a brand extension, not a lineextension. Chobani became serious with the segment of children’s yogurt when it introducedthe Gimmies platform, a brand extension with at least 13 products. The productranges from yogurt tubes, milkshakes, 4-oz crunch, and to 3.5-oz.pouches. Tubes are in the form of a super berry rocket, cherry set go,and creamy orange dreamy. Milkshakes are in various varieties, such as5Chillin’ mint chocolate and Bizzy buzzy strawberry. Varieties of 3.5-ozinclude See Ya Latter Strawberry and Bunch of Bouncy Grape, while 4oz crunch has five varieties like Best Birthday Ever, among others. Intotal, the brand extension has 13 items.3.Chobani positions its yogurt …
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