Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
30Activity
0 of .
Results for:
No results containing your search query
P. 1
IMC Case Analysis Boston Fights Drugs (a)

IMC Case Analysis Boston Fights Drugs (a)

Ratings: (0)|Views: 2,942|Likes:
Published by mahtaabk

More info:

Published by: mahtaabk on Feb 23, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

07/01/2013

pdf

text

original

 
Integrated Marketing Communication
Integrated Marketing Communication
Case Analysis: Boston Fights Drugs(A)
 
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHAMAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH
Group II (IMC-A)Submitted by:
 
Integrated Marketing Communication
Situation Analysis
Around 1000 drug trafficking arrests in Boston
Drugs worth $250,000,000 seized
Drugs seized only constituted 5-10% of total drugvolume
Crack epidemic expected to spread in Boston
Hence Mayor Flynn asked Harvard Business School students
to create a plan for “de market” of the DRUGS
 
Integrated Marketing Communication
Drug Programmes
Enforcement
Strict laws implemented
Number of arrests were doubled
But its not very effective inconvincing the people and theirdemand still keeps increasing
Education
Drug education part of schoolcurriculum
Promotional efforts by SPECDA andBAD
Citizens encourage to turn-up drugusers
Communications Program
Channel used is Mass Media
Commercials featuring celebritiesand local instances
But commercials were not effectivelyappealing the mass

Activity (30)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Rex Lin liked this
Swaitlana Saha liked this
Ashish Ranjan liked this
Arushi Joshi liked this
Nikhil Motiwala liked this
Bhawesh Kumar liked this
Raunika Lamge liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->