Professional Documents
Culture Documents
Answer
Question:
CASE 1:
Nestle has launched quality street ,lion and after 8 choclates
imported from Europe. Qualtty Street is an
assortment of chocolates priced at Rs. 7 5 for 218 gm. After Eight is
a popular adult chocolate priced at Rs.25
for 20 gm and Lion is a caramel wafer bar priced at Rs. 20 for a 45
gm bar. (Kit Kat )is priced at Rs. 6 for a 17
gm bar and has a chocolaty taste while Lion has a crunchy taste).
The brands have different tastes and will
appeal to different target segments (though the target segment is
one which may have already been exposed to
these brands during visits abroad). These brands have been
introduced in metros in upmarket stores which sell
brands bears the label "lmported by Nestle India Ltd." indicating
that they may be better than smuggled ones
(which may be stale).
Question :
1 Suggest suitable media /media vehicles for promoting these brands. Give
reasons in support of your answer
THESE ARE BEING INTRODUCED IN THE METRO UPMARKET
STORES.
WHAT WE NEED IS AN INTEGRATED MARKETING
COMMUNICATION FOR AN EFFECTIVE MARKETING AND GOOD
RESULTS.
The primary goal of marketing communications is to build awareness
of a business, its products, and its position through customer-facing
materials such as brochures, press releases, Web sites, and trade
OUTLET presentations. Planning an integrated and consistent crossteam approach to these activities one that reinforces a company's
message with target audiences and motivates customers to buy .
A good marketing communications plan requires you to do
substantial research. You need to have an in-depth understanding of
your target audiences and the processes involved in buying, selling,
and communicating. After you've armed yourself with the knowledge
that you need, you can determine what you hope to gain from your
marketing activities, what you want your customers to know, and
how best to communicate that information to them. You'll also need
to decide on a budget and schedule, and to evaluate any constraints
that these might place on the campaign. Ideally, your marketing
plan should outline the communications process step by step.
The following links take you to the tools and information that you
need to produce a first-rate marketing communications plan.
The marketing communications strategy process usually begins with
creating a "messaging strategy" -- determining the consistent theme
or fundamental selling message that will he used in all marketing
materials.
Another key part of the messaging process is creating the
positioning statement. This two sentence statement tells what you
sell, to whom, and why customers should buy it.
As you move through the process of creating a positioning
statement, you'll want to capture your brainstorming results, such
as in your marketing strategy mind map. Then, refine and test those
creative approaches until you settle on your company's positioning
statement.
Your positioning statement is critical to making all of the other parts
of the marketing communications strategy work well. This is
because every awareness-building and product information program
needs to paint a clear, concise picture of what you sell and how
customers will benefit from using your products.
Selecting effective marketing programs
Once you have settled on a strong positioning statement, you can
develop sound strategies for your marcom programs. For most
companies this means considering programs such as:
Public relations
Advertising
Web site
Direct marketing (offline & online)
Packaging
Merchandising promotions
A mind map is a good way to capture ideas about which programs
look like they will be most effective. Add these programs to the
packaging
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* Interactive games
* Folk Theatre
Folk theatre, interspersed with folk song and dance, is a simple and
entertaining form of communication. It can also be informative and
educational. In the past, folk theatre has been used to arose public
opinion against the British Raj, to draw attention to atrocities
against the girl child and raise public consciousness about other
socially relevant issues.
* Folk songs
Folk songs are basically simple and direct compositions that are
usually transmitted orally from one generation to the next and not
through the written word. The structure of the folk song is
characterized by simplicity and uniformity in rhythm. The songs
consist of many stanzas sung in more or less the same tune. Each
region and state has its own particular traditions of folk songs and
ballads.
* Folk Dances
Folk dances are basically simple and rhythmic and mostly religious
in nature. Communication takes place through dramatic gestures
and the accompanying music. Folk dances are visually very
arresting, attracting audiences with their elaborate costumes and
stage settings.
* Magic shows
Magic shows are another very entertaining form of folk
entertainment and draw large crowds, particularly because of the
curiosity factor and the use of hypnotic effects.
* Puppet Shows
The kathputli puppet performance is the most common form of this
folk tradition.The origin of puppet theatre is closely linked to the
performance of religious ceremonies. The connection between
rituals and the use of puppets is found in almost all the states in
India.
Traditional puppeteers were mostly itinerant performers who
depended on royal patronage for their survival. Even today tales of
chivalrous kings like Prithiviraj C hauhan and Amar Singh Rathor are
narrated through puppet performances in the villages and towns of
Rajasthan.
The different forms of traditional puppetry are glove, rod, string-rod
and shadow puppets. The differences exist not only in name but also
in form, structure, manipulation techniques and geographical origin
spread.
CONCLUSION
To sum up, it is clear that in any form of rural communication, while
we may have a national strategy, we have to think and act locally.
The need for focused communication aimed at the rural market,
should not be underestimated. This calls for innovation and
substantive changes in marketing strategies and approaches. The
innovation should be carried out within the framework of what can
best be characterized as the 4-R principle:
Reincarnate innovation
If the Indian advertising industry is to reach out to rural India in an
effective and efficient manner, it has to be grounded firmly in rural
perceptions, value and traditions. It has to immerse itself in local
colours, customs and modes of communication in order to make
itself relevant to the needs and desires of rural society. It has to
gain the trust of the masses by undercutting its own excessive
dependency on western styles of advertising, on the one hand and
on its use of
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CASE 2:
The herbal shampoo market is valued at around Rs. 100 crores.
Ny/e, Ayur, Dqbur and Biotique are some of the
established brands in the market.
Helene Curtis (JK Group) has introduced a premium herbal shampoo
(with variants Shikskai, henna and qmla
and brqhmi and josur) priced between Rs. 80 and Rs. 90 (500 ml) for
different types of hair. The proposition is
the benefits offered by lhe variant based on the combination of
herbs, benefits offered by the variants range
from extra protection and nourishment to colour, body and bounce.
The shampoos have been launched under
the brand name Premium Herbsl Shsmpoos and they target urban
housewives with a monthly household
income of Rs.25,000. The brand is distributed through 7 0,000 retail
outlets and 120 Raymond shops. The
company has planned only point of purchase (POP) posters initially
and may consider the electronic media
later. The shampoo has an annual advertising expenditure of Rs. 10
crores.
Question :
CASE 3:
(i) Iran Rafsanjan Co., Rafsanjan City, Iran has taken a marine
insurance policy No. VB/84/3629/29 dated
20th December, 2005 from Albroz Insurance Co., Kerman City, Iran
for the import of 500 tractor gears
from Apex Products (India) Ltd., Delhi. The exporter shipped the
cargo on board vessel SEEMA on
26th December, 2005 for Bandar Abbas Port of Iran.
As per the letter of credit condition, the exporter was required to fax
the shipment details to Albroz
Insurance Company within 24 hours of the shipment. However, the
exporter could not fax such details due
to change in telephone (fax) number of the insurance company.
Draft an express telegram to intimate shipment details.
Draft an express telegram to intimate shipment details.
subject
Iran Rafsanjan Co., Rafsanjan City, Iran
Sub marine insurance policy No. VB/84/3629/29 dated
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iii) The local head office of State Bank of India is located at 11,
Parliament Street, New Delhi-110001. The
bank wants to construct 76 flats at Noida for its employees and
invite applications for pre-qualification of
contractors. Full details are available on its website - www.sbi.co.in
or www.statebankofindia.com/
procurement_news.
Draft a notice for pre-qualification of contractors.
Prequalification for CONTRACTORS
The local head office of State Bank of India is located at 11,
Parliament Street, New Delhi-110001. invites application from
reputed CONTRACTORS for
prequalification to render professional services for construction of
Bank's 76 flats at Noida for its employees . For further information
and downloading of
requirements.
Thank you ladies/ gentlemen.
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