Indian Education Society’s

Management College and Research Centre, Mumbai

(FINAL EXAMINATION)

Date : 24/09/2019 Day: Tuesday Time: 10:30 am to 01:30 pm Duration: 03 Hrs.

Course : PGDM-2nd Year Term.: IV Sub: Integrated Marketing Max. Marks: 60

Communication
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Instructions:-
1) Attempt all Questions.
2) There is option in Q.No.5.Attempt ONLY ONE question out of A & B
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Q.1.Read the following case & answer the questions given below:-

OLX’s offline pre-owned car selling business Cash My Car (CMC) has launched its new national ad campaign
that went live on TV. OLXCMC leverages the market leadership that OLX commands in the pre-owned cars
vertical and delivers on the promise of convenient and instant car selling. The campaign has been
conceptualised after a comprehensive research that the brand conducted which showed that modern
women in India are more confident and outgoing, which also reflects in the ad.

“OLX is the market leader in the pre-owned cars segment and with the launch of OLX Cash My Car (CMC), we
are determined to strengthen our position in the cars vertical. The proposition is meant for convenience
seeking consumers who are ready to sell their car instantly,” said Sapna Arora, CMO, OLX India. “The
campaign is extremely contextual to today’s users, who are young, independent and tech-savvy. The couple
in the film is shown to be jointly in charge of selling their car, and the woman is as much a decision maker, in
fact a decision taker, as much as her spouse. The ad mirrors the evolving urban philosophy of partnership
between couples in today’s society,” she added.

The campaign features a young couple who are bantering on the best way to sell their car. While the
husband brings out the effectiveness of the OLX platform by showing his wife the offers he is receiving for
their car, the wife confirms the instant convenience of cash that OLX Cash My Car outlets offer.

Mukund Raina, Branch Head – Delhi, Enormous Brands, said, “With this communication campaign, the
endeavour was to drive attention to the ease with which a consumer can sell or buy his car through OLX and
establish that OLX Cash My Car is the go-to-place for instant transaction. The fact that OLX enjoys the
authority as an undisputed leader in the category and the insight into the growing attention of women
sellers at the CMC stores has inspired us for this campaign.”

OLX Cash My Car is an end-to-end free service for users and is defined by speed, convenience and trust. OLX
CMC assists the seller with the process of vehicle inspection, documentation and addressing any queries the
seller may have. Based on the inspection, the car is auctioned online to OLX Cash My Car empanelled
channel partners across cities and the best price offered to the car owner which is immediately paid to the
seller once the seller accepts the offer.

OLX is the C2C market leader in buying and selling of pre-owned cars with an 80% market share. It has a
reach across 4000 + cities in India, gets 10 million monthly users and over 20,000 cars listings on the
platform daily. This large inventory of pre-owned cars and the user demand on the platform, allows sellers
to sell their cars from the comfort of their homes. Leveraging this market leadership of OLX in the pre-
owned auto segment, the marketing campaign positions OLX Cash My Car as an alternate offline solution for
users to sell their car for an immediate payment.

A) Assume you are working on the next TVC. Prepare a ‘Creative Brief’ for the same. (8) CO3

B) Based on the above ‘Creative Brief’ write a story-board for the TVC. (4) CO3

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Q.2. A) Although ‘percentage-of-sales’ method of setting advertising budget is simple, it has some limitations.
Do you agree? Justify. (6) CO2

B) Assume you are working on a new advertising campaign for a product launch. How would you go
about setting advertising objectives using DAGMAR approach? (6) CO2

Q.3. Rine Bar is a Brand of Healthy Snack Bar of Nature essential Foods Pvt.Ltd. launched in April 2018. It is
available as granula bar & protein bar. The brand turnover has reached about ~INR 2.5crore in a year
and the company is targeting to reach INR 25 crore in next one year. Suggest the IMC Campaign to
achieve this growth. (12) CO3

Q.4. Suggest innovative sales promotion for the following:

a) Breakfast cereal
b) Preventive health check-up
c) Fitness club membership
d) A seminar on stress management (12) CO3

Q.5. A) Explain with examples the pros and cons of Celebrity Endorsement. Explain the TEARS model of
choosing a celebrity for endorsement. (12) CO1
OR
B) Explain the following terms used in media planning and give their application (12) CO1
a) SOV
b) CPM
c) CPRP
d) Reach
e) Frequency
f) BDI/CDI

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