8:45 LTE 80% Assignment-3-MM-08062021-090425am O . . . Assignment (CASE STUDY ) Refer to the case, answer the following questions: The end of Ramazan (2010) saw the launch of a new brand of ice-cream by Igloo. While Igloo regularly launches new brands, this particular one - called Moments - is different because Igloo has positioned it as a 'premium' brand. What exactly does Igloo mean by premium? "[Premium refers to] the composition of the product, the ingredients that we use - which are richer and more expensive. The launch of Moments comes at a time when the ice- cream category is seeing a great deal of activity. Keeping this in mind, Moments comes in two, 'exclusive' flavours: dark chocolate and badaam zaffran (almond-saffron). While most brands have a chocolate or chocolate-chip flavour, they don't usually do dark chocolate because "it is more expensive than regular chocolate and has a higher cocoa content." These flavours come packaged in a 750ml tub - an unusual type of packaging considering that most Pakistani ice-cream is packaged in plastic boxes or paper packaging. Thus, in terms of packaging, Moments certainly comes across as a premium brand. The price - 160 rupees for a 750ml tub - seems to be somewhat low given the flavours and packaging. This is just an introductory price so that "consumers can find their comfort level with the product." Presumably this means that Igloo plans to increase the price in the future. A price increase, were it to happen, would make sense. In spite of Moments* premium positioning, however, the advertising is anything but premium. The TVC - if it can be called that - is a collection of scrolls and logos broadcast on cable TV. In addition, there is a radio jingle, a few outdoor hoardings and POS material at the retail level. As Igloo has tried to "make the best use of the budgets we have available," Moments may be a good product but because of its small-scale promotional activities, it is not yet established in the consumer's mind as a premium brand. Moments may however have an advantage in terms of its flavors which are quite unique. In fact, the only other brands that offer dark chocolate are the international players such as Ben & Jerry's and Haagen Dazs, which are priced higher than Moments. Thus, if Moments really wants to make its mark - keeping in mind the fact that it has a limited marketing budget - it should perhaps focus on introducing new flavors that consumers are unlikely to get from the more popular, local ice- cream brands. Questions: a) How does a change in natural environment affect the purchase for the given brand? b) As per Maslow's Hierarchy of Needs; at which level does the given brand stand? c) Which type of perceived risk is most likely to exist in the case of the given brand? d) Which growth strategy is the brand adopting in order to have its growth objectives achieved? e) Asses what is being marketed by the given brand? is it an idea, an experience, a good or an organization? There can be more than two options in this case. O