MGT301 – Principles of Marketing Graded Discussion Board (GDB) No.1

Principle of Marketing (MGT301) Fall 2018

Graded Discussion Board No.1

Due Date: February 06, 2019.

Total Marks: 05 Marks

Weightage: 03

Topic: “Branding Strategy”

NOTE: There is no grace period in case of GDB

Learning objectives:

The main objective of this case base activity is to make students acquainted with the concept of “Branding Strategies” along with their practical implementation in the real life scenario.

Learning Outcomes:

After attempting this case; students will be able to comprehend that, for nurturing what fruitful benefits the highly renowned organizations opt for different branding strategies thus by expanding their brand portfolio.


The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country. Unilever Pakistan Foods Limited sells consumer and commercial food products in Pakistan. The company offers various products of different categories including Food and Drinks, Personal Care and Home Care.

Surf Excel, a very well renowned brand of Unilever is recognized for its famous tagline ‘Daagtouachayhotayhain/Dirt is good’. Over the years, this brand of Unilever had worked really hard to build awareness on the significance of child learning through experience. Surf Excel has an ability to remove a wide variety of stains effectively, and this is the reason what gives its customers an extreme level of satisfaction. Due to its strong washing abilities and price factor, the prime target market of Surf Excel is relatively the middle income & high income groups of the society. Lately, in order to cater the needs of unattended segments of the society Unilever introduced another variant of detergent namely “Rin”; it contains yellowness fighters which offer whiteness and bring back life in daily wear clothes. Both of these brands are equally famous among their respective target markets. Unilever equally advertises both of these brands on regular basis.

Point of discussion:

After reading above case; which branding strategy you think Unilever selected by introducing “Rin” after “Surf Excel” in their product ranges and what benefits Unilever would have achieved with this move? You are required to give at least 5 logical arguments to support your discussion.

Marking Scheme:

The total marks of this GDB are 05; avoid irrelevant text/material while answering the question.

Student’s Guide

  • Keep your discussion with the mentioned scenario and irrelevant answers and material will not be graded.
  • Do not copy/paste the text/paragraphs from the reference links.
  • Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.


For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

Important Instructions:

  • Your discussion must be based on logical facts.
  • The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
  • Use the font style “Times New Roman” and font size “12”.
  • Your answer should be relevant to the topic i.e. clear and concise.
  • Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
  • Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
  • You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
  • Obnoxious or ignoble answer should be strictly avoided.
  • You cannot participate in the discussion after the due date via email.
  • Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
  • For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

Note related to load shedding: Please be proactive

Dear students,

As you know that Post Mid-Term semester activities have started and 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”