Integrated Marketing Communications - NMIMS SOLVED ASSIGNMENTS June 2026

 

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Integrated Marketing Communications

Jun 2026 Examination

 

 

Q1. A national supermarket chain is facing declining customer visits due to intense competition from new online retailers. To counter this trend, its marketing director wants to use a combination of traditional paper coupons in weekly flyers and digital coupon codes via loyalty apps. The director is aware that while coupons can attract both new and repeat customers, poorly targeted offers might erode profits or fail to drive enough store traffic. The director asks the team to design a coupon strategy that increases footfall, leverages past purchasing data, and maintains profitability during the next quarter. How should the marketing team apply coupon-based promotion models to optimize both customer acquisition and retention for the supermarket chain, ensuring increased store visits without sacrificing long-term profitability? Support your answer with relevant frameworks and practical steps. (10 Marks)

Ans 1.

Introduction

Coupon-based promotions are among the most measurable and flexible tools in retail marketing because they can be designed to attract specific customer segments, drive basket size, and increase visit frequency simultaneously. For a supermarket chain losing footfall to online retailers, coupons serve a strategic purpose beyond price reduction. They create a reason for physical store visits that online platforms cannot replicate in the same way. The challenge is targeting. Poorly targeted coupons either attract customers who would have visited anyway, simply reducing revenue, or attract price-sensitive shoppers who do not return once the discount ends. A data-driven coupon strategy resolves this by matching offer type, depth, and format to actual customer behavior rather than distributing discounts

 

 

Q2 (A). A global beverage brand, operating in multiple culturally diverse regions, is reviewing its IMC planning process. Recently, local marketing teams have argued for more tailored communication budgets reflecting unique audience preferences and competitive pressures. However, headquarters insists on uniform budget allocations for simplicity and global brand consistency. This has resulted in underperforming campaigns in some markets and complaints from local managers about missed opportunities. Critically evaluate the brand's centralized versus localized approach to communication budget allocation. How should the company balance global efficiency with local effectiveness, and what strategies would you propose to reconcile conflicting stakeholder perspectives while safeguarding brand equity? (5 Marks)

Ans 2(A).

Introduction

The tension between centralized global consistency and localized market effectiveness is one of the most persistent challenges in IMC planning for multinational brands. Evidence that campaigns are underperforming in specific markets while local managers report missed opportunities signals real commercial losses that the efficiency of centralization does not justify.

Concept and Application

IMC budget allocation decisions sit at the intersection of brand governance and market effectiveness. Centralization provides control and scale efficiency. Localization provides market relevance and competitive

 

 

Q2 (B). A fintech startup is launching a new financial planning app and must choose a spokesperson for its advertising campaign. Their options include a Bollywood celebrity with mass appeal, a respected industry analyst, and relatable social media influencers who mirror the target audience's demographics. Senior leadership is debating which spokesperson will best establish trust, credibility, and relatability, with concerns about misuse of popularity over substance or vice versa. The startup aims to optimize both short-term downloads and long-term brand trust. Evaluate the appropriateness of each spokesperson option, celebrity, industry expert, and social influencer, for the fintech startup's campaign. Critique the potential impact on credibility, relatability, and consumer trust, and justify your recommendation with reference to source characteristics and alignment with target audience needs. (5 Marks)

Ans 2(B).

Introduction

Spokesperson selection for a financial planning app is a high-stakes communication decision because the product's core value proposition is trust. Unlike a lifestyle product where aspiration drives purchase, a financial app must overcome skepticism about data security and advice quality before users will share their financial information. The Ohanian source credibility model identifies three determinants of spokesperson effectiveness: attractiveness, trustworthiness, and

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