PR AND ADVERTISING

NAME- Dhruvil Shah /ROLL NO. - B009 /CLASS- MBA E & FB

Q1) Develop creative and communication strategy for an FMCG brand that is trying to
reach out to the youth by promoting their apparel collection that is themed around movie
content. The brand caters to men and women’s apparel both and is trying to activate an
ecommerce model to sell apparel online. (5 Marks)
The situation here is of a FMCG brand that is trying to reach out to youth by promoting their
apparel collection that is themed around movie content. The brand caters to men and women
both and is trying to sell clothes online as an ecommerce model.
I could relate this to “THE SOULED STORE” which operates in India and sells apparels based
on themes, movies, superstars, cartoon characters, content based apparels and animations and
many more targeting the youth mainly and also focusing on quality and offering comparably low
price. They are introducing new apparels on a regular basis based on the content in fashion and
trends and also providing certain additional benefits on becoming members.
Creative Strategy
One would be two friends met after a long time and they wore the t-shirts what they gifted each
other on the movie they liked the most coincidentally which had half content on one and the
other content was worn by other friend and when they stood together the message could be seen!
Customers buying any apparel from the brand will be given free mask with movie content on it
which will be similar to the t-shirt they buy!
Another could be one friend wearing a content based on a funny movie dialogue and other friend
wears another apparel with a different funny dialogue from the same movie and they laugh on
reading it and the third friend also plans to buy it soon, creating a fan club sort of a thing
Another could be a young couple having the same movie based content on each apparel they
wear with everything similar but just color’s going for a movie based on the same content
apparel they are wearing
Communication strategy
 Instagram and Facebook- these two social media platforms mainly as we are targeting
youth and these platforms are great tools to target them. Posts will be on regular basis
like one/ two daily as there is a lot of content available regarding movie content and buzz
can be created for upcoming movies and also old movies which have been famous or
liked by youth.
Example- Money heist t-shirt- Lacas da papel and even Oh stree kal Aana dialogue
thsirts became so famous!
 An Application- An easy to use application will be used for mobile phones which will
keep on providing updates / notifications and also customize the apparels choices based
on previous selections. The app will be user friendly and completely trendy full of youth
models wearing different apparels of our movie based content.

 Magazines- we will give ads of our apparels in magazines which are regularly read by
youth and even poster advertisements.

 TV ads and targeting theatres- As our content is movie based, so we will give TV ads on
selected youth based channels like Sports, Movie channels etc. where the youth
engagement Is the highest and theatre ads for selected youth liked movies like marvel
movies etc.

 Ecommerce website- as mentioned that we are shifting to an ecommerce model we will

provide a lot of offers and regular updates on the movie based content and also encourage
to join for exclusive membership which will provide various benefits

 Google and Facebook ads based on previous metrics and engagements

 YouTube- creating content which are attractive like videos showing scenes of the movie
with people wearing our brands and even influencer marketing.
Q2) develop the success and failure parameters along with the lead and lag indicators for
an ad campaign that targets 25-35 year olds for a young automobile brand that has an
average ticket price of INR 2.5 Lac. (5 marks)
Firstly we would build an ad campaign for 25 to 35 year old in tier 1 cities and mainly in tier 2
cities.
The best way to reach them is through social media since our target group is young and today
every youth has a smart phone with it and they use social media like YouTube, Facebook and
Instagram.
Audience – 25 to 35 year all across India
TG behavior – young people who are buying their first car so they will want to buy for their
sense of belonging and satisfaction
Target group – Tier 1 cities – Mumbai, Delhi etc.
Tier 2 cities- Bhopal, Agra etc. mainly
Business objective – sell a minimum of 8k to 10 k cars a year and reach maximum of
Campaign objective – 1 in every 5 customers books a test drive
Reach out to 10 lakh customers
So 2 lakh customers book a test drive and 5 percent conversion rate
Parameters (Yearly)
Success – Reach more than 10 lakh customers
Failure – Reaching less than 6 lakh customers
Lead – more than 5% conversion yearly
Lag – less than 5 % conversion yearly
Q3) what would be a media plan for an electronics brand that is trying to get into the tier 2
cities with a new cost effective LED TV? Give the TG /TG behavior along with the media
plan for the same. (5 marks)
Tier 2 cities include – Bhopal, Agra, Ajmer, Dehradun, Jaipur, Surat etc.
In our case the plan is to make people aware about the Led TVs and also tell them that they are
cost effective! Tier 2 cities have comparatively low income and they have huge savings and
plans to disposable income is a bit less and when we market out brand aggressively we can gain
a huge market from these cities.
I would personally feel marketing into these cities aggressively is the key as it will divert a TV
buyer from buying a low quality model to a LED model by just paying a little extra
comparatively.
We will use ATL (TV, magazines, radio, billboards etc.) as well BTL (social media, Email,
YouTube, PR etc.) marketing to gain maximum customers. We will advertise on several
channels like TV advertisements, magazines, newspapers, and the internet. Promotional strategy
helps you create huge brand awareness about the company by promoting through various
channels of communication. We can even use influential marketing campaigns to gain a lot of
customers in these cities.
Plans can even highlight financial solutions like EMIS’s and credit facilities to encourage them
to buy premium products and also our brand being cost effective already can attract more!
Media planners are required to have a firm understanding of the organization’s brand and target
audience, various media platforms and developing media trends.
Our message should reach the users within 5 to 7 days after we launch our product as we are
using aggressive marketing and it should reach minimum of 10 to 15 lakhs consumers to make
our brand profitable.
Success can be defined if we are able to sell atleast 1 lakh LEDs per month per outlet.
Q4) What would be an appropriate PR crisis management plan in case an Ad campaign
released by a food brand, hurts sentiments of the pure vegetarian/Jain community? Give a
step by step action plan in such a scenario based on cases/situations discussed in class. (5
Marks)]
In case of a PR crisis it’s very important to communicate honestly to the customers or else the
brand would be affected badly and could even from top to rock bottom in just a short time. So
communication is very important. We had discussed in class regarding Maggi and how they
came back with a tagline that hamari Maggi safe hai!
A PR crisis management plan is required! The steps would be-

Detailed plan- Firstly I would like to know the reasons how the food brand ad campaign hurt the
sentiments of the vegetarians/Jains and then outline a plan to handle the crisis. Plan would
consist of how can we change the perceptions about the ad campaign by running another ad
campaign related to this or just a small apology message or something and what communication
strategies to be chosen to gain the maximum. A plan is needed to change the perceptions of not
only the groups affected but also everyone associated with the brand.
Crisis management team – a team would be required which will communicate everything on
behalf of the brand to the groups affected and who is responsible for what tools like emails,
social media etc. and how will the message be put up! They will handle all the details and
communicate it! They will check that all messages and communications include guidelines,
checklists and forms that support and facilitate crisis communication like social media policy,
media policy etc.
To recover from such a situation the food brand should remove the advertisement and should not
be continued as it has affected the religious sentiments and could lead to further problems for the
brand. They should apologize to the customers and try to create and show that they are
concerned about everyone and especially that they respect all religions. They should use tv ads,
newspaper ads and adds on social media etc. they should keep a track of the timings and their
communications as its very important as people are concerned about what the brand is doing and
competitors are ready to attack the brand. These ads that include the apology also must specify
what the brand wants to change and create perception about it.
The brand should focus on making the apology and not on telling the audience how this error
occurred. Religious sentiments are of a prime importance for a country like India so the brand
should calmly and apologetically answer to the hurt group and the emotions of the audience
affected. They should also focus on developing a new ad campaign for religious purposes by
introducing vegetarian products or even wish their customers through various channels on
important occasions concerning festivals and religions. The ad campaign should portray that the
food brand is for everyone whether it be vegetarians, non-vegetarians or Jains. They can even
campaigns highlighting people of different religions coming together and eating or joining hands
that we are Indians and brothers and sisters!