Integrated Marketing Communications

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Integrated Marketing Communications

Internal Assignment Applicable for December 2015 Examination

Case Study for question 1 and 2: Talkathon Mobile Phone Company is the new entrant in Indian Mobile Phone Market. The company has a mega plan for its mobile phones whose price ranges from 2,999 to 15,999 rupees depending upon the handset a customer plans to purchase. The company initially plans to target only rural consumers of India, which is roughly 70% of India’s population. The company has decided that their target will only be females from Rural Market. They want to enter with the theme of Women Empowerment and want to give its product a good social image. The company has done the survey about the viability of the mobile phones in the rural market and the results are positive. You are appointed as a Marketing Head in the company and you have been told to launch the product in the Indian Rural Market.

Q1. What would be your 4P’s strategy to target the rural market of India? Prepare a distinct strategy for North Indian and South Indian rural market. (10 Marks)

Answer: Marketing is simplistically defined as ‘putting the right product in the right place, at the right price, at the right time.’ Though this sounds like an easy enough proposition, a lot of hard work and research needs to go into setting this simple definition up. And if even one element is off the mark, a promising product or service can fail completely and end up costing the company substantially.

The use of a marketing mix is an excellent way to help ensure that ‘putting the right product in the right place,…’ will happen. The marketing mix is a

Q2. What are the various Integrated communication you will use to target the market? Prepare the communication plan on the basis of four divisions i.e. North, East, West and South Region. (10 Marks)

Answer:Marketing touches every part of our lives. From the free toy you find in your box of Cheerios in the morning to the sponsored articles you read on your favorite news app to billboards outside your office window to pile of junk direct mail you pick up from your letterbox on the way back home -- everything is driven and determined by marketing.

Anyone who has studied the fundamentals of marketing, is aware that marketing is made up of four basic elements and the various interactions they have with each other. These four elements are:

    Product

    Price

    Place

    Promotion

Q3. Explain the CBBE model with reference to one consumer durable brand and one FMCG Brand.

Answer:Customer-based brand equity (CBBE) is a way of assessing the value of a brand in customers' minds. Branding can increase profitability in large and small-scale businesses by filling in gaps in customers' knowledge and by offering assurances. The CBBE model centers that value in the minds of customers. It compels businesses to define their brands according to a defined hierarchy of qualitative, or common-sense, customer impressions. These impressions are often laid out in pyramid-shaped levels; they consist of salience, performance, imagery, meaning, judgments, feelings, and resonance.

Equity can be considered the sum total of values

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