SVKM’S NMIMS School of Business Management, Hyderabad Program: Post Graduate Diploma in Management (Batch-01) Year II, ‘Trimestec VI Academic Year: 2012-2013 Subject: Digital Marketing Marks: |00 Date: 21 March 2013 ‘Time: 10:00 am to 1:00 pm (03Hrs) inal Examination ea Instructions : Please go through the case supplied Brand In Hand Mobile Marketing At Adidas and answer the following questions from 1 — 4. Question 2,3,4 has two parts in each question. Question § is Independent from the case and is based on class sessions. Ech Question has a woight of 10 Marks. Time 3 HOURS 1, Do 2 case analysis on Adidas’s attempt on new concept “Brand in Hand” advertising trying to break the marketing clutter. Youneed ta do a SWOT covering the following topics--- * Whatis Adidas’ position in athletic shoe market in Europe? US? * Who is the target audience of Adidas? What consumer behavior shifts is happening for its TG * How does it fare against its bigger rival Nike esp. in Europe & US © (Critique the Missy Elliott campaign on micro and macro dimensions, of integrated marketing communications. 2. Compare & Contrast the following mediums across two __ dimensions interactivity/Engagement (X axis) & Targeting (¥ axis) 1 wv Targeting * Broad 2. Newspaper 3. Billboard Interactivity 4 . Online Search aw 5. Mobile Advertising 6. Magazines Norrow 2.2 What do you think how did Adidas mobile campaigns fare across these two dimensions? What could have been done better? Yo3, Any advertising campaign generally spans across these four stages * Attention © Interest © Desire * Action 3.1 Analyze how did Adidas campaign Missy Elliott ME campaign fare against these four stages? 3.2 What could the marketing manager have done differently for the first three stages to create a bigger impact? 4. Missy Elliott Respect — ME Adidas campaign was NOT very successful. The number of mobile visitors to the Web site was significantly less than expected, and wallpaper downloads and viral activities were minimal. 4.1 What were the objectives of Missy Elliott campaign? Why do you think campaign not succeed? What all pieces do you think should have come together for any new radical marketing concept to succeed? 4.2 Instead of Adidas had the brand been a financial insurance product or a travel/hospitality brand; would the campaign have succeeded? Give your reasons 5. Compare & contrast Traditional marketing & Digital Marketing across the following marketing mix. Feel free to add a new head if you feel missing! Marketing Mix Traditional Marketing I Marketing Place/ Channel distribution Marketing Communication Mix Product Development Pricing <> i,Program: Post Graduate Diploma in Management (Batch-1) Year Il Ue SVKM’S NMIMS School of Business Management, Hyderabad ‘Trimester VI Academie Year: 2012-2013 Subject: Managing Economies of Community & Development Marks: 50 Date: 26" March 2013 ‘Time: 2:00 pm to 3.30 pm (1 % Hrs) al Examination 1. Read the following Factsheet ‘The Rs.4500 crore Utkal Alumina International Ltd(UAIL) is ajoint venture of Indian company HINDALCO (55% share) and Canadian company ALCAN (45%). TATA HYDRO (Norwegian) and ALCOA (America) who were earlier part of the venture were forced to withdraw from the project due to the mass struggle and opposition by the villagers. The project aims to source bauxite from a 195 million ton deposit in Baphii Mell, a sacred hill for the adivasis. The promoters also plan to set up an alumina refinery near Kucheipadar. ‘The local adivasis had gathered to protest against UAIL. The state police launched a brutal lathi charge on 400 adivasis, mostly women, who had gathered to protest the inauguration of a road toa proposed bauxite-mining site in Baphlimali owned by ALCAN. Asa result, 16 people were critically injured and three women were beaten unconscious. Since this incident, platoons of armed police with firing orders have occupied Kucheipeder village ~ the center of the adivasi struggle. The total West ment in the Orissa bauxite projects is to the tune of Rs.20, 000 crores. Protesting against the state-sponsored violence against indigenous people in Orissa to facilitate the entry of mining companies into bauxite rich forest lands, members of Orissa-based struggle group Prakrutik Sampada Surakshya Parishad (PSSP), along with New Delhi-based youth and human rights activists, writers and intellectuals submitted a memorandum to the Resident Commissioner of Orissa after a peaceful demonstration in front of the Orissa Bhavan: Speaking on behalf of the people of Orissa, Ranjana Padhi of Saheli Women’s Resource Centre, Delhi, a group supporting the peoples’ struggle mentioned that, “The joint venture will reep a profit of at least Rs.2,88,000 corre during the 22-23 years of the project life, whereas the government will get Rs.1300-1400 crores as royalty during that period. And the adivasis and dalits of these vilages will get state repression and a lifetime of misery and slum life”. Answer the following question based on the Factsheet (20 x 3=30marks) 1. What are the issues in the above fact sheet? 2. Discuss what has been the role of NGOs and government in the above case? Paget of 2