Q.no 1. What marketing channels were used by Papa John’s?

Papa John's introduced a new marketing and ordering channel designed to attract younger consumers,
rolling out a new service so customers could order pizza from a cell phone or PDA via text message. The
company also introduced web site ordering to great success, with 65 million unique visitors in the first
year of operations.

Q.no 2. What were the benefits of introducing new marketing channels to the company

The benefits of introducing new marketing channels to the company include capturing more market
share, making ordering and delivery easier and more appealing to the technologically savvy members of
the younger segment, and competing more effectively with larger national companies such as Pizza Hut
and Domino's. Additionally, the electronic channels enabled Papa John's to keep a database of customer
purchase behavior, which could be used to customize promotions and provide great deals on favorite
crusts, meats, and other toppings according to customer’s past preferences.

Q.no 3 What other marketing gains were achieved by these channels?

. Other marketing gains achieved by these channels include sending customers digital coupons,
providing updates on new menu items, and engaging customers with reminder advertising. These
channels also enable the company to increase customer awareness and loyalty.

Q.no 4 . Why digital marketing and digital ordering is significant for marketers in this age?

. Digital marketing and digital ordering are significant for marketers in this age because they enable
companies to reach customers through multiple channels, including mobile devices and the internet.
Digital channels also allow companies to gather customer data and use it to personalize marketing
messages and promotions, improving customer engagement and loyalty. Additionally, digital channels
can be used to increase brand awareness and reach a wider audience. With the increasing use of
technology in everyday life, digital marketing and ordering have become essential tools for businesses to
stay competitive and relevant.

Obama’s political campaign CASE STUDY

Q no 1. Identify the IMC tools used in Obama’s political campaign and list them down. Explain each one
of them.

The Obama political campaign used various integrated marketing communication (IMC) tools to reach
and engage voters. Some of these IMC tools include:

Behavioral targeting: The campaign segmented the voter audience and tailored specific messages to
each individual voter based on their behaviors and preferences.
Traditional media: The campaign used traditional media like television, radio, and print in untraditional
ways. For example, they purchased viewing time on big events like the Summer Olympics and aired a 30-
minute infomercial on seven networks just days before the election.

Digital media: The campaign leveraged digital media in various ways, such as creating content for online
distribution, using text messaging and e-mail to communicate with supporters, creating their own social
network of 2 million users, and leveraging other social networks like Facebook and MySpace.

Search engine optimization (SEO): The campaign used SEO to dispel negative information and Internet
rmors about Obama.

Q no 2. What was the core message of the campaign and what message strategy was opted for it?

The core message of Obama's campaign was "change." The campaign opted for a simple and consistent
message strategy, which focused on repeating the message of "change" endlessly. This strategy
effectively defined the message so that all other candidates were also forced to talk about change. This
followed classic marketing positioning principles.

Q no 3. What objectives were achieved out of this campaign? How do you see this campaign? Kindly
comment.

The objectives achieved out of this campaign were:

A landslide victory for Obama, even in states that Democrats have not captured in years.

Fundraising records of more than half a billion dollars, specifically from everyday voters who donated
less than an average of $100.

A database of more than 13 million engaged voters and 5 million supporters on social networks.

Overall, the Obama campaign was a masterclass in political marketing. It demonstrated not only
knowledge of basic marketing principles but also an understanding of ground-level tactics on everything
from segmentation and database management to analytics, social networking, and online communities.
The campaign's use of IMC tools was impressive, and their messaging strategy was simple and
consistent. Obama's campaign will be remembered as one of the most successful marketing campaigns
in history.

Q. no 4. What different marketing strategies and tactics were used in this case?

The Obama campaign used various marketing strategies and tactics, including:

Behavioral targeting: The campaign segmented the voter audience and tailored specific messages to
each individual voter based on their behaviors and preferences.

Traditional media: The campaign used traditional media like television, radio, and print in untraditional
ways.
Digital media: The campaign leveraged digital media in various ways, such as creating content for online
distribution, using text messaging and e-mail to communicate with supporters, creating their own social
network of 2 million users, and leveraging other social networks like Facebook and MySpace.

Search engine optimization (SEO): The campaign used SEO to dispel negative information and Internet
rumors about Obama.

Social media: The campaign leveraged social media platforms like Facebook and MySpace to engage
with voters.

Grassroots organizing: The campaign relied on a network of grassroots volunteers to help spread their
message and mobilize voters.

Fundraising: The campaign used innovative fundraising strategies, such as targeting small donors and
using online donation platforms