Case study 1

Edutech Ltd., was established in 2002 at Bangalore with an aim of producing and marketing educational
CD’s. The company targeted mainly high school and higher secondary school students. They focussed
Tamilnadu Market (both state and CBSE syllabus) and made moderate success. They offered CD’s
covering all subjects with lot of animations. Now to improve sales and expand the market it has entered
with technical collaboration with Globetech, UK to produce quality CD’s. The company has decided to
create more awareness about its product by advertising, as vice president of a reputed ad agency
suggests suitable answer for the following issues.

Questions:

1. Selection of media or media mix- I would chose the most typical way of advertising which is on
Facebook. A media mix is the combination of communication channels your business can use to meet its
marketing objectives. Typically, these include newspapers, radio, television, billboards, websites, email,
direct mail, the Internet and social media, such as Facebook or Twitter. Combining these channels in a
media mix enables you to communicate in the most effective way with different types of customers and
prospects at different stages of the purchase decision, according to Entrepreneur.

2. Provide criteria for choosing a particular media- There are quite few criteria for choosing a particular
media these includes knowing the objectives of the firm, Costs Media and Company’s Financial Position,
Reach or Number of People Exposed to the Message, Company’s Advertising Policy and Approach, Types
of Buyers, Condition under which Customers are Influenced, Circulation/Coverage and many more.

3. How to measure the effectiveness of the media? How do you know that you are marketing your
business right? What is the best way to measure social media success? Gauge your social media
performance depending on the metrics, which can vary from business to business. You can measure the
effectiveness of the media by knowing if the followers increase, post reactions, referral traffic, examine
click through rate and find out reach.

Case study 2

Assume you are brand manager of Mountain state bottled water. This new brand competes in a product
category with several well known brands. Your marketing communication objective is to generate trial
purchases among predominantly younger and better educated consumers. You have competitors from
well established brands like Bisleri , Acquafine, etc. Assume that your promotion is purely experimental
and that it will be undertaken in a small city of only 5,00,000 people. Also assume that:

1) You cannot afford product sampling

2) You will not advertise the promotion

3) Your budget for this experimental promotion is Rs.100,000

Questions:
1. What sales promotion strategy you recommend in these situations? Give reasons to support. I would
recommend branded gifts and bundles. Knowing that their product is mineral water I think it is best to
pair it with snacks. Because basically speaking, every snacks or food is best paired with some beverage.
So why not make it a bundle purchase?

2. Whether you will follow push or pull oriented promotional strategy?

Why? I would follow pull oriented promotional strategy it may take long time to be profitable with this
strategy but it is slowly but surely.

3. Do you think that promotion deals for such a brand would be unprofitable? If yes, or no, give reasons
in support. No, because I myself have been using promotion deals for my online business. And based on
my experience it increased my sales.

Case study 3

Sodhi & Co manufactures a new variety of cleaning solution. They will be competing with two other
companies which are presently running their promotional campaigns. One was offering a summer
holiday at Simla and the other had attached small sponge to each of the cans. Mr.sodhi, the Director of
this company called the marketing manager for a discussion to know whether these promotional
campaigns of others are effective. These days, a lot of products seem to be promoted in one way or the
other. In view of the fact that Sodhi & Co is also likely to launch its new product shortly. Mr.sodhi
wanted to know whether his marketing department have considered using a promotion to help get the
thing off the ground.

Questions:

1. Do you feel a promotional campaign is required? Yes it is most especially if you are a making a new
brand known. Promotional campaign is a must to make noise of your brand.

2. What type of promotional campaign you will recommend? I would recommend buy 1 get 1
promotional campaigns because for me who doesn’t want to get another free cleaning solution? It is a
basic need at home which will make more potential buyers who want to try it also because they can
save money because of the deal.

3. Analyse the merits and demerits of the available choices and recommend. Free samples Buy one, get
one free deals, Cashback promotions ,Flash sales and discounts Vouchers and coupons, Free shipping
and returns Loyalty program promotions Joint promotions Social media contests or giveaways Shopping
sprees Branded gifts or bundles Referral discounts. They are all promotional campaign and their merits
is they help your business grow but on the other side some of them are costly.