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Course: Integrated Marketing Communications
Internal Assignment Applicable for April 2020 Examination
Ques1. You are a young entrepreneur and
have developed an app for Health Management.
Explain how would you apply the 4 P’s of Marketing Mix to launch your
product. (10 Marks)
Answer: In today’s era healthcare
market has been increased significantly. There have been a lot of innovations
in healthcare segment ranging from MRI to genetic testing. People these days
have more options than ever to select a variety of brands and products. This
change has created a big challenge for marketers how to stand their brand or
product as unique and provide best utility to customers.
You need to describe the people who will buy your
product. For this below Information that you should consider:
- Age of the customer
- Socioeconomic status
- Location
- Gender
Ques. 2. You have joined as the brand
manager for a Potato Chips brand ‘FUNZ’. Explain how the process for getting an
Integrated Marketing plan from your agencies to launch the product? Also think
of an interesting way of positioning the brand. (10 Marks)
Answer: Integrated Marketing strategy means to deliver
the right message to the right shopper at the right time by the right
interaction method in order to to make people make decision regarding a brand.
Integrated Marketing is an amalglation of methods of advertisement including
traditional ,social, mobile, web/ E-Commerce and offline stores.
It focuses on multiple sources of
advertisement rather than on one channel of advertisement.
To build an integrated marketing
plan to launch
Ques. 3. Case Study
Bringing “Joy in Fitness” to life for a Smartwatch
Brand
You are Brand Manager for a Smartwatch
Brand HighLife. Your core Campaign idea runs around Joy in Fitness. You have
organised an online Step count Marathon to get people moving. The marathon will
be active for 2 days where people with the Smartwatch can participate and their
steps will get logged in. As the objective is to get maximum participation,
people who do not have the smart watch can be encouraged to buy one through an
offer or they can directly participate through the highlife app.
There is a nominal cost for
participation and the proceeds from that would go to Diabetes Association. You
want to invite people to participate.
The objective is to associate Joy in Fitness with Highlife Smart watch.
a.
What would be your Target group and how will you reach
out to them?
(5 Marks)
Answer: Smart watch enables people to
track various activities such as calories burnt, heart rate, steps covered in a
day and many others. Smart watch is more similar to a cell phone. Tt has a
touch screen display and have many apps like a mobile phone. It can be
connected via bluetooth to your mobile phone and can access each application
installed on your mobile phone. There
are many smart watch
b. What would
be your PR approach?
(5 Marks)
Answer: Since to participate in this Marathon people
have to pay a nominal fee, you need to make people aware about Diabetes and
it’s early symptoms and also early
stages cures. You need to figure out that old age people who live an inactive
life have more chances of Diabetes than the younger generation. You need to set
type of message which will relate to this age group. Hence, accordingly you
need to select the medium of communication which this age group is more
acquainted with.
A solid PR approach for smart
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