Q.1 CASE STUDY

In the summer of 2014, people with connections to ALS (Lou Gehrig's disease) raised awareness of the condition by urging people to post videos of them dumping buckets of ice water over their heads and challenge others to do the same. The efforts raised millions of dollars in online donations to the ALS Association for enhanced research and patient services. This real time marketing campaign generated 17 million videos uploaded to social media platforms from 159 countries. Celebrities posting videos included Will Smith, Bill Gates, Oprah Winfrey, and Mark Zuckerberg. The Ice Bucket Challenge generated 70 billion video views while raising $220 million. The best part? Zero dollars were spent to promote the Ice Bucket Challenge, yet 440 million people saw it. The ALS Association has now turned the wildly successful challenge into an annual social media campaign, bringing back the original Ice Bucket Challenge .Every August until a Cure. For more information, visit www.alsa.org/fight-als/ice-bucketchallenge.

Q.a Marketing is a shift for traditional marketers who can now digitally link brands to important moments in customers' lives. Explain how marketing was used in the Ice Bucket Challenge. Why was this campaign successful?

Q.b Make a marketing campaign for a product or service of your choice to create customer engagement using online, mobile, and social media. How would you measure the success of your campaign?

Q.2 Find out the Product Mix Pricing Strategies and Price Adjustment Strategies use by different companies in Pakistan. Justify your answer by explaining the concepts using the promotional strategies. (Hint:Advertisement)

1.Product line pricing

2.Optional product Pricing

3.Captive Product Pricing

4.By-product pricing

5.Product bundle pricing

6.Discount and allowance pricing

7.Segmented pricing

8.Psychological Pricing

9.Promotional Pricing

10.Dynamic Pricing

Q.3 Your Company is planning to launch a new product in the FMCG category. What would be the product development processand how will you choose a Differentiation and Positioning Strategy

Q.4 What are the characteristics of Generational Marketing (Baby Boomers, Generation X and Y) and its role in marketing? How the marketers should target the people of different Generations. Give ideas and ways how the marketers can attract its customers keeping in mind the fundamental functions of marketing i.e Sociology, Psychology, Economy and Macro Trends. (Hint: With respect to Pakistan)