Integrated Marketing Communications
NMIMS IMC Assignment Sep 2022
1st Semester NMIMS 2022 – Rs. 3000/- Only
2nd Semester NMIMS 2022 – Rs. 3000/- Only
3rd Semester NMIMS 2022 – Rs. 3000/- Only
4th Semester NMIMS 2022 – Rs. 2500/- Only
Note: You have to edit 20% before submission for avoid copy case. Why need
1. For the upcoming new first-ever physical HEALTH LABORATORY outlet from the existing successful online e-health check-up service provider ‘HEALTHFINE’, develop their Integrated Marketing Communication Planning process plan. The answer should not only give a brief theoretical explanation of each step but also apply the theory concept for each step with the given pathology service outlet service getting introduced. (Expectation is that you will write all Integrated Marketing Communication planning process steps, each step will be first explained in theory in brief and then same step will be represented for handling new pathology laboratory outlet related Integrated Marketing Communication need. Answer within the structural learning imparted with appropriate application of the concept will be considered for evaluation. You can make assumption/s but state them clearly)
2. As an expert in Integrated Marketing Communication, you have been asked to develop the process of branding for a new coming up branded jewellery chain of exclusive outlets in your city. The answer should not only give a brief theoretical explanation of each step but also apply the theory concept for each step with the given retail service. (Expectation is that you will write all process of branding steps, each step will be first explained in theory in brief and then same step will be represented for handling new jewellery brand. Answer within the structural learning imparted with appropriate application of the concept will be considered for evaluation. You can make assumption/s but state them clearly).
3. A leading international gymnasium brand is setting up a gymnasium in your city. This brand usually sets up its gymnasium in an owned place, have a non-exclusive uni-sex set up for male and female. As they are new within your city, they are seeking your support as an expert on the following aspects;
a. Provide a DIRECT MARKETING plan, in brief, using characteristics of direct marketing. The answer can directly apply the learning for the given service. (Answer within the structural learning imparted with appropriate application of the concept will be considered for evaluation).
b. Provide solutions aligned with the three modes of marketing communication framework. The answer can directly apply the learning for the given service. (Answer within the structural learning imparted with appropriate application of the concept will be considered for evaluation)
Previous year assignment exam question
Q1. Cinthol, the legacy soap brand from Godrej Consumer products has unveiled a new TV campaign “Wake up Alive” aimed at uplifting consumers spirits through the campaign. The ad highlights how people can staff their mornings with a burst of freshness with control lime or Cinthol cool soap. Identify the mode of marketing communication used by the brand. Elaborate the significance of this mode of marketing communication.
Q2. IMC has become essential for organizations to manage the entire marketing process. You are hired as a marketing consultant for a high -end designer apparel store. Develop an IMC planning process for creating the brand awareness of this store located in a metro city.
Q3. Case Study
Misleading advertising: cautionary tales of ‘health’ positioning Procter & Gamble has been accused of presenting a product – in this case its Sunny Delight drink – in a far healthier light than its contents justify. In 2002, Tetley Tea was slammed by ASA for making exaggerated and misleading poster advertising claims that the anti-oxidants it contains can keep hearts healthy – one of the offending ads even carried a 10-foot high flashing plastic heart. Also in 2002, Australian wine brand BRL Hardy’s drew criticism for a cause-related marketing campaign in which it paid more than £50,000 in sponsorship fees to the Breast Cancer Campaign in return for using the charity’s logo on its bottles. Scientists attacked the partnership, complaining that studies have shown a link between alcohol consumption and breast cancer. Tom Sanders, professor of nutrition and dietetics at King’s College London and a government adviser on food and diet, compared the initiative to putting an ad for a lung disease charity on cigarette packets. ‘It is extremely ill-advised of the breast cancer charity to get involved with a wine company, which is, after all, trying to promote the consumption of alcohol. It sends out a confusing message to women about the risks they run,’
Professor Sanders said. Pamela Goldberg, chief executive of Breast Cancer
Campaign, replied: ‘The link between alcohol and breast cancer is not a causal link. It’s a slight increase in risk.’ Whether a link between breast cancer and alcohol is definitively established or not, the Breast Cancer Campaign’s reputation has been damaged because of this partnership.
The use of misleading, exaggerated, or confusing claims in advertising is a key issue in marketing communication ethics. Discuss the main ethical issues in integrated marketing communications?
What are the implications for business of not practicing ethical decision-making?
OLD Previous Question of Sep 21
Q1. Develop an Integrated Marketing Communication Plan for Patanjali’s Coronil Kit which claims to boost immunity and aids in COVID management. Clearly identify the target audience and the various mediums of communication. Briefly elucidate the rationale behind the suggested mediums of communication and the expected outcome in terms of reach and conversion for the same.
Q2. Review the recent communication campaigns of Netflix India. How similar or different is it from Amazon Prime India. As a marketing expert/opinion leader which of these campaigns you think would result in more viewership and why? (10 Marks)
Q3. Fortune Foods #AamchaGharChaRaja Campaign talks about celebrating festivals in the New Normal (Source: Retrieved from www.afaqs.com).
a. Identify the Advertising Objectives of the Campaign. (5 Marks)
b. What kind of Advertising research the company must have conducted to get this campaign live? How does the marketer evaluate such a campaign in the New Normal? (5 Marks)
June 17
Q1. You are a baker and have set up your own Bakery. You have the resources and enough space to fulfill orders in New Mumbai. Describe how would you promote your brand to maximize the no. of orders per day?
Q2. You are the brand manager of a hygiene soap which protects you from germs. You have launched a campaign to build awareness on the importance of washing hands. For this the brand has tied up with an NGO to create awareness across the country especially in smaller towns. How will you leverage this association to build positive equity for your brand?
Q3. Case Study
ICICI ropes in Shahrukh khan as their Global Brand Ambassador
You are Brand Manager at ICICI – Retail Banking and have tied up with Shahrukh Khan as the Brand ambassador.
a. Think of an interesting active integration of ICICI in the next Shahrukh film.
b. How would you leverage Shahrukh to promote your brand?
