MKT621 Assignment no.2 Fall 2011

Due Date: January 05, 2012 Marks: 15

Learning Objective:
• With the help of this case based assignment, Students will be able to learn the significance of
major selling ideas in advertising campaign.
• How an advertisement can be made more attractive & interesting by creating the drama.
• Students will be able to know the Importance of positioning statement of a product.
• Students will also come to know the Hard and Soft selling advertising in order to boost the
sale of a product.

Topic covered:
• Finding the inherent drama
• Positioning statement of a product
• Hard sell advertising & Soft selling advertising

THE CASE:
Blossom shoes Inc. is a newly established manufacturing & marketing shoe company operating
throughout Pakistan. The company is offering wide range of school & college shoes which have been
specially designed for those students who are demanding more formal looking and comfortable
shoes. Blossom shoes Inc. offers black color shoes which are more ideal for the students who have to
adhere to a strict uniform policy when they are in the school & college. These shoes are also suitable
for all age groups as these are made with full grain leather and a thick durable sole that is capable of
enduring everyday wear.

Theme of Advertising campaign
Blossom shoes are so comfortable for young & teenage students with a guarantee that the students
will never feel pain in their feet and ankles after coming back from their school & college. The
company is delivering a strong message in their advertising campaign, “We care your feet”

Blossom shoes are one of the most popular shoe choices for school kids. These shoes have been
designed to adhere to the majority of Pakistani school & college uniform policies. These shoes are
very trendy & fashionable and student will definitely desire to wear them everyday. When it comes to
a formal, safe, stylish and comfortable shoe, no one can beat the Blossom shoes.


Description of Concepts:
An important part of creating advertising strategy is to determine the central theme which will
become a major selling idea of an advertising campaign. In order to be effective, an advertising
campaign must contain a “big idea” that attracts the consumer’s attention.. Some of the best known
approaches are; using unique selling proposition, creating a brand image, finding the inherent drama,
Positioning and style of selling.

Advertising campaign can be very effective if it includes the drama in video advertisements which
makes an advertisement very interesting and engrossing e.g. the advertisement of Mirinda drink
revolves around the drama that the mother is so fascinated by the taste of the drink and she does not
even recognized her lost son. Any product creates a position of itself in the market. The process
which determines what place will be occupied in the given market with the ongoing products is
called positioning. The markets can position a product, service and ideas in so many ways like by
price, by attributes, by product user and by product class etc. Style of selling can be decided
according to the nature of the product, the competition and the target audience. The style of each
agency and individual campaign differs, in this context there are two styles of selling in use and are
classified as Hard Sell Advertising and Soft Sell Advertising.

All above mentioned concepts are the major selling ideas. The objective is to make an efficient
advertising campaign in order to build good image of the product and to increase the sales of that
specific product/brand.

The Requirements:
Blossom shoes Inc is going to introduce the new winter collection shoes in all over the Pakistan and
expecting a good sale in this winter season. The company is going to launch an advertising campaign
to attract customers, build strong brand image and to boost the sale. You are required to strengthen
the advertising campaign of Blossom shoes Inc by developing the following;

1. How a drama can be created in an advertisement of Blossom shoes Inc. (finding the inherent
drama) (Marks 04)
2. Positioning statement of a product by Attributes, by Product users and by ability to surpass
competition. (Marks 6)
3. Develop the statement of Hard sell & Soft sell advertising for Blossom shoes. (Marks 2.5+2.5 = 5)

*Special Note for the Students:
Students are required to attempt this case based assignment after consulting the video lecture # 18,
recommended /reference book and internet etc. Students are advised to take idea from different
available sources but avoid from cheating, copy paste material from internet (VU students’
blog/websites).
“Original work will be appreciated & graded.”

Best of luck!