University of Management and

Technology

Submitted To:
Prof. Ali Raza

Submitted by:
Hamna Shoukat (001)
Saira Naseer (009)
Nagheen Arshad (011)
Amna Shahid (013)
Final Project
Based on the case provided, please answer the following questions.
1) Identify and explain the innovations that WoW, MOMO
applied to its product, pricing, communications, distribution
channels, and service?

2) Has WOW "MOMO" has expanded its product menu too

quickly in an effort to appeal to a wide audience? Should they
have built their own specialty? comment on the strengths and
weaknesses of WOW. Momo's menu, consider the consumer
appeal, brand focus, menu crowding, and confusion, and the
brand's core value proposition. Should WOW Momo create a
niche market or should it strive to make momos a mainstream
fast food?

3) Create a detailed marketing plan to introduce and develop

WOW momo's a national brand in Pakistan. The marketing
plan should be made according to the Pakistanis market?
Answer 1:
The company has ensured that they come up with innovative products every
year and they maintain less items in the menu so as to ensure that customers are not
confused, they have maintained a standard price which is relatively higher than that of
their competitors but which match the value of their products, they have invested
heavily in digital marketing mainly on social media and have ensured they have a
strong brand and good public relation, for easier distribution and to make their
products penetrate the market easily they have managed to come up with a number of
stores at different formats such as kiosk and food courts and they ensure that the
service delivery is excellent by ensuring they deliver quality products to the customers
which are well prepared and under required levels of hygiene.

Explanation:

On its Products, WoW, MOMO have developed a unique variety of Momo

with 12 different flavors with an aim of giving its customers options. They also tries
to balance the items in the menu by adding less and removing more items so as to
ensure customers get innovative new products each time they are buying. The
company has tried to maintain fewer items in the menu to ensure customers are not
confused and each year they add a new product in the menu. Also the business has
tried to balance between vegetarians and no vegetarians consumers offering each
market a variety of products, for example for vegetarian, the business offer corn
Momos, corn and cheese Momos and mushrooms Momos.

In regards to Communication, WoW, MOMO has invested in digital marketing with

a marketing budget of 4-5 % mainly for social media marketing that is Facebook,
twitter and Instagram. The business has also become innovative in branding and in
opening more and more branded outlets which act as bases of marketing. They have
ensured that the logo is conspicuous enough to catch someone's attention. The
business has also decided to influence the consumers on social media to become the
main brand ambassadors. The business has also invested heavily in public relation and
advertising in malls.

In regards to Distribution channels, the most innovative idea was to open more and
more store in malls and in the streets where so many people visit for movies and
shopping. Strategically opening stores in such areas was a game charger for the
company. Also the company has an innovative format of their businesses for easier
distribution of their services and products for example, they have kiosk format, food
courts, high streets restaurants and high street shops and this makes them flexible to
operate in any part of the town depending on how strategic the location is and the size
available. Also the company has become innovative to even operate in airport where
smoke emission is permitted, for example during the mango season the company
came up with mango Momo desert.

The company has done much to ensure they give best to their customers. The key
driver to their success is ensuring nice cooked hygienic, fresh and flavored Momo are
sold to the customers.

The company Pricing Strategy is based on the value of Momo they sell to their
customers. They compete at higher prices because their target market, Indian market,
just require high quality product regardless of the price. They believe with good
product, customers will always find value for their money.

Answer 2:
When a company is highly innovative, it allows us to navigate drawbacks with
better strategies. However, the business model is costly as it requires additional
infrastructure, employee training, and travel between widely separated areas. Momo
Inc. needs to analyze the numbers before launching new stations and make sure the
costs of starting can be paid back within one month. For instance, a daily target of Rs..
2200 to get back Rs. 53000 making it reach the breakeven point faster.

Explanation:

Has WOW "MOMO" has expanded its product menu too quickly to appeal to a
wide audience?

The brand has two main Momo types. WoW! Momo and Wow! China. The
first one targets the Indian market which it operates in many cities and sells in four
different formats i.e. kiosk, food courts, high-street restaurants, and high-street shops
while the latter sends Chinese food. The menu target different segments which make
the company be ahead of the competition. Its idea of marketing is based on opening
new stores, outlets, and kiosks. This implies that the brand has to come up with new
menus to fit the demands of new locations. In my opinion, Wow! Momo has not
expanded its menu too quickly as it's determined to stay ahead of the competition and
meet customer demands.
Should they have built their specialty?

No. By narrowing on its products, it puts the company brand at high risk.
For instance, if they focus on selling foods in-park kiosk, there is the danger that a
significant market shift will jeopardize the company's single profit system. Failure to
diversity a product line means that a single event will undermine the entire business
model.

Comment on the strengths and weaknesses of WOW.

The company has a reliable distribution network which allows it to reach the
majority of its potential market. Secondly, it has a high level of customer satisfaction
which is achieved by training of staff along with high quality and hygiene gives it to
advantage. It is a very innovative brand given by experimentation of new ideas such
as introducing stores in metro stations, corporate tech parks, and Amusement parks.
This strength has not only to help Momo Inc. to retain the share of the existing
customer base but also help in penetrating new markets.

When a company is highly innovative, it allows us to navigate drawbacks

with better strategies. However, the business model is costly as it requires additional
infrastructure, employee training, and travel between widely separated areas. Momo
Inc. needs to analyze the numbers before launching new stations and make sure the
costs of starting can be paid back within one month. For instance, a daily target of Rs.
2200 to get back Rs. 53000 making it reach the breakeven point faster. Momo's menu,
consider the consumer appeal, brand focus, menu crowding, and confusion, and the
brand's core value proposition

. Should WOW Momo make a niche market or should it strive to make Momo's a
mainstream fast food?

The company should seek to stand out in the food and restaurant industry. Niche
marketing has the possibility of being effective based on strategies rather than the
product. Also, niche marketing is used by large firms, meaning that large corporations
monopolize their market for long-term profits. Momo needs to be authentic which
makes it hard for rivals to replicate their success. Their growth lies in continuous
product innovation and will be successful.
Answer 3:
Strategic Marketing Plan Details Help For Practise Your
Strategic Marketing Plan for The Exam

Use these details to help you practise your strategic

marketing plan for the exam.
Section 1: ANALYSIS
1.1 Context
Refer to Module 1
In this section students should set the scene. You should
introduce your organisation and good answers will discuss the
value of marketing and nature of marketing as a concept within
your organisation. New marketing realities in the context of your
organisation should be mentioned. Key stakeholders and
networks should be established. It is likely you will explain here
how the given scenario could impact your organisation.

1.2 Marketing fit with the corporate and business strategy

Refer to Module 2
This section provides you with the opportunity to create
strategic synergy. Here, you should discuss concepts of the
value chain and core competencies in relation to your
organisation. You should then use the following strategic
planning tools to analyse your organisation’s current corporate
and business level strategies. These should include, where
relevant, the corporate mission, strategic business units and
allocating resources (e.g. BCG Matrix), SWOT analysis,
Porter’s Generic strategies and Ansoff’s Growth strategies.
Good answers will conclude by summarising implications for
the development of your strategic marketing plan.
Answers should explain how the given scenario could impact
levels of strategy and analysis.

1.3 Capturing environmental insights

Refer to Module 3
In this section you are continuing the analysis part of the plan.
Specifically, you are concerned with analysing the micro and
macro environment. Several tools and techniques should be used
to perform this environmental analysis, including where
relevant:
• PESTLE analysis
• Product Life Cycle (PLC)
• Porter’s Five Forces
• Cluster Development
 • Blue Ocean Shift
Good answers will include a brief discussion of critical success
factors (CSF) in relation to your organisational context.
Answers should take into account the given scenario.

1.4 Customer insights and connections

Refer to Module 4
This section invites students to introduce their customers. You
should:
– Provide a snapshot of the customer
– Provide a more detailed picture of the customer referring to
relevant cultural, social and personal influences and
psychological processes related to consumer behaviour
– Discuss the consumer buying decision process in relation to
your organisation and customer context.

In a business-to-business context, you should consider the

following: how does this buying context differ from a business-
to-consumer context? What are the buying situations and how
do they relate to your organisation? Who are the participants and
what does the buying process entail?
Good answers will include information on the importance of
customer loyalty, relationships and refer back to stakeholders.
Answers should take into account the given scenario.

1.5 Capturing marketing insights

Refer to Module 5
In this section you should briefly discuss the different forms of
data, how to collect it and manage it. Good answers will provide
relevant discussion on using big data for capturing insights. You
should consider current data protection legislation and explain
the impact of this on your MIS.

Additionally you should use relevant approaches to provide a

forecast of current and future demand for your organisation.
This may include a discussion around traditional or newer
approaches that may be relevant.
You should consider the role of marketing research and good
student answers will mention the use of appropriate data
visualisation and technology for market research.

Answers should explain how the organisation will capture the

implications of the given scenario and plan for it.

Section 2: PLANNING

2.1 Market segmentation

Refer to Module 6

Explain your plan for segmenting the market, referring to

relevant variables for segmentation.
Answers should explain the impact of the given scenario.
2.2 Targeting

Refer to Module 6
Outline your intended targeting strategy and provide
justification for its selection; that is, you should be able to justify
the usefulness of your segmentation scheme and be able to
evaluate and select market segments.

If your organisation is operating in a business-to-business

context, appropriate discussion relating to how business markets
should be segmented is expected, referring to the major
segmentation variables.
If relevant, good answers will draw on your knowledge and
understanding of segmenting markets in a global context.

Answers should explain the impact of the given scenario.

2.3 Branding and positioning

Refer to Module 7
Discuss your plans for branding and positioning, bearing in
mind whether or not this is a business-to-consumer context.
First, explain what your brand is and how you intend to manage
it effectively to support business growth. Next, create a relevant
position for your organisation using a perceptual map and the
following steps: 1. Define the target market. 2. Identify the
competition. 3. Determine the points of parity and points of
difference. 4. Create a perceptual map. 5. Draft a brand mantra.
Answers should explain the impact of the given scenario.

2.4 Selection of marketing strategy

Refer to Module 8
Now you need to complete the planning section by selecting an
appropriate marketing strategy. Your choice should be informed
by your organisation’s competitive position, stage in the Product
Life-Cycle or whether or not you think it is operating in a slow-
growth economy. You should include justification for your
choice and good answers will provide details, if relevant, of the
importance of partnerships.
Answers should explain how the given scenario could impact
the strategy development.

Section 3: IMPLEMENTATION

3.1 Integrated marketing mix

Refer to Module 9
Here you need to show how you intend to implement your
strategic marketing plan using an integrated marketing mix.
First, briefly explain what an integrated marketing mix is, taking
into account what sort of business your organisation is.

3.2 Product
Refer to Module 9
Describe the product, in terms of the levels and elements it
comprises. Are there particularly important product
considerations, such as decisions relating to product lines or a
requirement for new-product development? Is the product a
service and if so, what are the implications?

3.3 Price
Refer to Module 9
Briefly describe the steps for setting a price. What are
particularly relevant considerations for your strategy?

3.4 Place
Refer to Module 9
Should you employ a push or pull strategy channel strategy?
What are relevant strategic considerations in terms of channel
design and management?
3.5 Promotion
Refer to Module 9
Can communications models inform your strategy? How
involved are target customers in this purchase decision and how
will this influence your approach to communications? Briefly
describe the communications process and particularly relevant
points for your strategy. Good answers will provide appropriate
discussion on the use of non-traditional media and digital
marketing communications.

3.6 Extended 4 Ps
Refer to Module 9
Good answers will mention the extended marketing mix (7Ps or
Modern 4Ps).
Answers should explain how the given scenario could impact
the development of the marketing mix.

SECTION 4: FEEDBACK AND CONTROL

4.1 Monitoring and control of strategic marketing activities

Refer for Module 10
Here you need to complete your strategic marketing plan. First,
what process and options should your organisation consider
using for control of your strategic marketing activities? What
relevant metrics should be used? Explain how you would design
a marketing dashboard to showcase the selected metrics.
Explain, with examples, how a risk grid should be used to
identify and classify risk.
Answers should take into account the given scenario.