NMIMS UNIQUE ASSIGNMENTS What tactics would you use for the Media mix towards doubling market share What areas would you leverage in the promotional activity
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Integrated
Marketing Communications
1. You
are the owner of a fashion store. You have planned an end of season sale. How
would you use sales promotion tool to make the sale a success? (10 Marks)
2. You
are the brand manager of a teen brand. Your company has tied up with an NGO to
teach life skills to college students from lower strata to help them succeed in
their future careers. How will you leverage this association to build positive
equity for your brand?
3. Case
Study Himalaya aims to double Market share in Men’s Face Wash Source : PTI feed
India Today
The
overall facewash category is Rs. 1800 Cr. Of which Men’s face wash accounts for
15-20%. Himalaya is the market leader of the overall facewash category with 24%
market share. In Men’s category they have a 10% Market share. They are looking
at expanding their portfolio by evaluating Hair Gels and Creams for men. The
Men’s grooming segment is estimated to be around 5800 Cr. And they are looking
at sports as a platform to drive it’s mens segment. The Personal care industry
is 69856 Cr. With herbal and ayurvedic being 31% of it. The company has 250
stock keeping units and 200 standalone retail stores and plans to expand it to
300-400 outlets in the next 3 years. The next growth will come from Tier II
cities where they are looking at expanding their stores. 50% of current stores
are also in tier II cities. Himalaya is looking at doubling their share in 3
years. Men’s grooming segment is growing at 10% due to higher exposure to
brands on account of more men travelling abroad and exposure through online
presence of leading brands like Gillette, Axe, Nivea, Emami Fair &
Handsome.
a. In a
competitive market with many serious players, how would you approach IMC to
double the market share? (5 Marks)
b. What tactics would you use for the Media
mix towards doubling market share? What areas would you leverage in the
promotional activity?
Need Answer Sheet of this Question
paper
Contact us at
M: 7019944355
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