Integrated Marketing Communications — Summer 2024

Explain IMC and how integrated marketing communication differs from traditional advertising and promotion.

Elaborate on consumer oriented sales promotion tools with examples

Elaborate on the role of personal selling in promotion mix and IMC with example

Evaluate any two Response Hierarchy models

Illustrate the effectiveness of usage of any three types of advertising appeals with examples

Explain Marcom budgeting and evaluate the methods of budgeting

Illustrate the usage of Celebrities in advertisements with examples

Explain in detail the concept of pre-testing, concurrent testing and post-testing

Elaborate on Social Media advertising with examples

Explain Direct Marketing and it advantages and Disadvantages

Elaborate on Online Advertising with examples Page 1 of

CASE STUDY: Alarge FMCG giant ABC ltd who is already in the tetra pack juices wants to launch tetra packed sugarcane juice. The FMCG company has presence at a national level for its other products and juices. It already has its distribution chain in place for that. Logistics is not a issues for launch of tetra pack sugarcane juice Name of the Sugarcane juice: “ABC’s Sugarcane juice” Product Features: It would be natural, made from organic sugarcane, No added colours, No added concentrates, organic certified, no artificial sweeteners. Benefits of drinking sugar cane: Gives you an instant shot of energy, Maintains kidney health, Enhances liver function, Helpful in Diabetics among other benefits. These benefits had been endorsed by various health experts Consumption months: Highest during summer Direct Competition: Few branded tetra pack companies ( nothing on a national level), small sugarcane shops Indirect Competition: Other fruit juices, Other Summer drinks – Buttermilk

Identify the segment which can be targeted for their Sugarcane Juice and elaborate on the reasons for the same

Create a print advertisement for the segment which you have identified.

If the company wants to launch the product only in Gujarat, then which communication tools should be used and why? Justify your answer

Frame sales promotion strategies for consumers as well as trade for the launch of Sugarcane juice in all of Gujarat. Page 2 of