Professional Documents
Culture Documents
IMC Brand Contact Point Excercise
IMC Brand Contact Point Excercise
Objective:
To integrate the class discussion with real life market conditions, Live Case
assignments have been designed. This assignment is about identifying the brand
contact points for a pre identified product or service class.
Background:
As discussed in class, brands and customers (or prospects) communicate with
each other (it’s a two-way process) in hundreds of ways (some are structured,
many not controlled and structured by marketer like Word-of-mouth, website-
auctions). As a marketer (or marcom professional) starting point of any
communication exercise must be mapping Customer-Brand Contact Points.
Once these channels/ points are identified, we can plan to tap these channels
of communication to meet marketing/IMC objectives.
Take pictures of Mall, sampling exercise, Flea market, Cinema Halls, local
Kiranawallah, Posters on wall, SMS/ Emails/ pop ups/ banners etc by
brands on Internet, Door to Door sales man, Delivery wan, Delivery Boy/
Girl, virtually anything where brand and customers are getting in touch.
Presentation Plan:
Submit detailed project report (with all charts, ref material) by the Deadline
discussed in class.
Groups will be chosen randomly for presentation. All members will be quizzed
separately.