AEREN FOUNDATIONS

Maharashtra Govt. Reg. No.: F-11724

AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL

NAME
:
(NAME TO APPEAR ON THE CERTIFICATE)

REF NO :
COURSE :

BMS

SUBJECT: BUSINESS COMMUNICATION

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CASE-1

(20 Marks)

Nestle has launched quality street ,lion and after 8 choclates imported from Europe. Qualtty Street is
an assortment of chocolates priced at Rs. 7 5 for 218 gm. After Eight is a popular adult chocolate
priced at Rs.25 for 20 gm and Lion is a caramel wafer bar priced at Rs. 20 for a 45 gm bar. (Kit Kat )is
priced at Rs. 6 for a 17 gm bar and has a chocolaty taste while Lion has a crunchy taste). The brands
have different tastes and will appeal to different target segments (though the target segment is one
which may have already been exposed to these brands during visits abroad). These brands have
been introduced in metros in upmarket stores which sell brands bears the label "lmported by Nestle
India Ltd." indicating that they may be better than smuggled ones (which may be stale).

Question :
Suggest suitable media /media vehicles for promoting these brands. Give reasons in support of your answer
ANSWER
THESE ARE BEING INTRODUCED IN THE METRO UPMARKET STORES.
WHAT WE NEED IS AN INTEGRATED MARKETING COMMUNICATION FOR AN EFFECTIVE
MARKETING AND GOOD RESULTS.
The primary goal of marketing communications is to build awareness of a business, its products, and its position
through customer-facing materials such as brochures, press releases, Web sites, and trade OUTLET
presentations. Planning an integrated and consistent cross-team approach to these activities one that
reinforces a company's message with target audiences and motivates customers to buy .
A good marketing communications plan requires you to do substantial research. You need to have an in-depth
understanding of your target audiences and the processes involved in buying, selling, and communicating. After
you've armed yourself with the knowledge that you need, you can determine what you hope to gain from your
marketing activities, what you want your customers to know, and how best to communicate that information to
them. You'll also need to decide on a budget and schedule, and to evaluate any constraints that these might
place on the campaign. Ideally, your marketing plan should outline the communications process step by step.
The following links take you to the tools and information that you need to produce a first-rate marketing
communications plan.
The marketing communications strategy process usually begins with creating a "messaging strategy" -determining the consistent theme or fundamental selling message that will he used in all marketing materials.
Another key part of the messaging process is creating the positioning statement. This two sentence statement
tells what you sell, to whom, and why customers should buy it.
As you move through the process of creating a positioning statement, you'll want to capture your brainstorming
results, such as in your marketing strategy mind map. Then, refine and test those creative approaches until you
settle on your company's positioning statement.
Your positioning statement is critical to making all of the other parts of the marketing communications strategy
work well. This is because every awareness-building and product information program needs to paint a clear,
concise picture of what you sell and how customers will benefit from using your products.
Selecting effective marketing programs
Once you have settled on a strong positioning statement, you can develop sound strategies for your marcom
programs. For most companies this means considering programs such as:
Public relations
Advertising
Web site
Direct marketing (offline & online)
Packaging
Merchandising promotions
A mind map is a good way to capture ideas about which programs look like they will be most effective. Add
these programs to the Marketing Communications section of your strategic marketing mind map. Later, evaluate
each program to see if it should be in your final strategic marketing plan.
In large companies where each marketing program has its own manager, you can link your main strategic

marketing mind map to each program's own planning mind map.

In companies where the whole marcom strategy is implemented by one team, you can add details about
marcom programs in the team's main marketing mind map.
Benefits of a sound marcom strategy
The process of creating a marcom strategy has gotten more complex as more marketing activities move to the
Internet. This has made it even more important to understand customer segments and how to communicate with
those potential customers.
When you develop a marcom strategy based on a sound strategic marketing view of your market your marcom
program will be more effective -- and customers will have a better, more consistent brand experience.
======================
Integrated Marketing Communications Strategy
The Communications Mix
Advertising
any paid form of nonpersonal presentation by a sponsor
Personal Selling
personal presentations by a firms sales force
Sales Promotion
short term incentives to encourage sales
Public Relations
building good relations with various publics
Direct Marketing
short term incentives to encourage sales
Developing Effective Communication
Identifying Target Audience
Determining Communications Objectives
Buyer Readiness Stages
Designing Message
Message Content
Message Structure
Message Format
Media Selection
personal and nonpersonal communications channels
Message Source
Feedback Collection
Promotion Budget
Affordable
Percentage of Sales
Competitive Parity
Objective and Task
Promotion Mix
Advertising
reaches many buyers, expressive
impersonal
Personal Selling
personal interaction, relationship building
costly
Sales Promotion
generates immediate response
short-lived
Public Relations
more believable, economical, underused by firms
Direct Marketing
customized, interactive
Promotion Mix
Push Strategy
directing communications to channel members
Pull Strategy
directing communications to end users
Factors
type of product/market

buyer readiness stage

product life-cycle stage
Emerging Communications Environment
Shift from mass marketing to segmented marketing
Shift from mass media to focused media
Integrated Marketing Communications
Coordinate and integrate communications channels
advertising
personal selling
sales promotion
direct marketing
public relations
packaging

What business communication media you will utilize if you have to launch a soap in rural India?

ANSWER
Advertising goes hand in hand with economic growth. With economic liberalization and increasing
rural prosperity, marketers are keen to inform villagers about the benefits of buying and consuming
their products and services. Prior to the introduction of economic liberalization in 1990s, there was
little incentive for marketers to advertise their products and services, as rural markets were
predominantly a seller's market.
The influence of the electronic media, in particular television, video and the Hindi film industry, is
contributing to the growth of rural aspirations, which are being manifested in rural India in the form of
increasing consumerism.
The rural environment is different from the urban and therefore communication to potential customers
in a proper and effective manner is a major challenge for corporate marketers. The majority of
advertisements designed by corporate marketers, are largely urban oriented and extend themselves to
rural areas without any consideration to the values and sensitivities of the rural audience, which are
often in striking contrast to those of their urban counterparts. This has led to a negative perception in
the minds of villagers, about urban media planners and advertisers.
Rural communication is not a 'peripheral activity'. It does not, for instance, involve taking an audiovisual van to a village and assuming that this step is enough to reach out to customers. It requires an
entirely different mindset, which demands getting rid of many mental barriers. Companies have to
realize that rural is a long-haul market, as gains in the short term are neither immediate nor large.
CHALLENGES IN RURAL COMMUNICATION
There are many challenges to communication in rural. Low literacy level; poor media reach and
exposure and vast, heterogeneous and diversely spread rural audiences characterized by variations in
language, culture and lifestyle-all these factors pose multiple challenges to marketers looking to take
their messages to the largely media-dark or media-grey areas, of rural markets.
Heterogeneity and spread
The communication pattern in any society is a part of its culture. No communication medium can exist
in a cultural vacuum. Communicating the message to rural consumers ha posed enormous challenges to
the rural marketer, because of the large numbers of consumers scatters across the country. The problem
is further compounded by the heterogeneous nature of consumers there are 16 scheduled languages and
114 local vernaculars. For example, the dialect used in the Vidharbha region ,in konkan region, in
costal Maharastra.
Limited Media Reach
The limited reach of the mass media imposes limitations on universal communication to rural
consumers. These factors lead to poor message comprehension and negligible impact, which fail to
translate into consumer awareness and hence fail in generating consumer pull.
Understanding the Rural Audience
It is not sufficient to understand rural communication challenges as stated above: rather, what is

equally crucial is the need to understand the behavioral and psychographic characteristics of the rural
audience, in order to develop an effective rural communication strategy.
CREATING ADVERTISEMENTS FOR RURAL AUDIENCES
Communication experts need to keep the following factors in mind when creating advertisements for
rural audiences.
* Understanding the mindset of potential customers, including their hopes, fears, aspirations and
apprehension conducting a qualitative study among the target audience would help in better
understanding of the consumer mindset.
* Pick up 'gems' in the form of idioms, expressions, words, etc. in relation to the product category for
later use in the creative.
* Tricky, clever, gimmicky, or even suggestive advertising does not work with rural audiences. 'Flicks'
using very expensive computer graphics without any human presence go over the heads of rural
audiences.
* Combining education with 'entertainment is a good route to take when targeting rural audiences.
Using locally popular film stars or even featuring religious events (melas) popular in the region, helps
strike a chord with rural audiences. According to a study, it is Govinda and Sharukh Khan who is most
popular among rural folk in north India.
* 'Quickies' (short television commercials) do not register well with rural audiences. Advertising
agencies need to provide for ample time and space to communicate a message properly and effectively
to the intended audience. This is seen for instance, in the popularity of the two-minute theatre
commercials screened in rural cinemas.
* RURAL MEDIA
* Rural media can be classified broadly into conventional mass, non-conventional media and
personalized media. The various media vehicles are as follows:
CONVENTIONAL MASS MEDIA NON-CONVENTIONAL MEDIA PERSONALIZED MEDIA
Television Haat and mela Direct mailer
Radio Folk media (puppet show, magic show) Point of sale(demonstration, leaflet)
Press Video van Word of mouth
Cinema Mandi Interpersonal communication
Outdoor: wall painting, hoarding
Animator
INOVATIVE MEDIA
OUTDOOR MEDIA: WALL PAINTING
* This medium is the most widespread form of advertising and is the favorite of the Indian rural
masses, as they can view it at their leisure. Wall paintings are important because they constantly
remind rural people about name and logos in addition to highlighting the key brand promise. They also
reflect the vibrant economic and social life of the area.
Characteristics of wall paintings
* They are economical as compared to other traditional media forms, as the manpower and
infrastructure requirements are low.
* They can easily be customized in accordance with regional language variations without this

impacting their artistic content.

* Audience recall rates are high.
Limitations
* The lack of availability of wall space at prominent locations is an issue.
* The quality of the wall space available is not always satisfactory. The base of rural wall structures is
generally not smooth and this impacts the final output.
* No exclusive wall rights are given to the company. It may happen that a company gets a wall painted
and after sometimes when the company executive passes through, he finds that the painting has been
replaced by the advertisement of some other company.
* The quality of the painters available is also low. Companies prefer hiring painters locally as they are
familiar with the area and the cost of hiring them is lower when compared to the cost of hiring painters
from outside.
FOLK MEDIA
* Folk media consist of folk songs, folk dances and other theatrical forms, including puppetry, street
theatre and magic shows, which are an intrinsic part of the culture and heritage of the land.
* They are capable of communicating message about contemporary issues, topics and concerns as per
the needs and demands of a changing society.
* They are a face-to-face and personal form of communication.
* The essential characteristics of folk media are that are interactive, repetitive and narrative
Kinds of Folk Media
* Folk theatre
* Magic show
* Puppet shows
* Interactive games
* Folk Theatre
Folk theatre, interspersed with folk song and dance, is a simple and entertaining form of
communication. It can also be informative and educational. In the past, folk theatre has been used to
arose public opinion against the British Raj, to draw attention to atrocities against the girl child and
raise public consciousness about other socially relevant issues.
* Folk songs
Folk songs are basically simple and direct compositions that are usually transmitted orally from one
generation to the next and not through the written word. The structure of the folk song is characterized
by simplicity and uniformity in rhythm. The songs consist of many stanzas sung in more or less the
same tune. Each region and state has its own particular traditions of folk songs and ballads.

* Folk Dances
Folk dances are basically simple and rhythmic and mostly religious in nature. Communication takes
place through dramatic gestures and the accompanying music. Folk dances are visually very arresting,
attracting audiences with their elaborate costumes and stage settings.
* Magic shows
Magic shows are another very entertaining form of folk entertainment and draw large crowds,
particularly because of the curiosity factor and the use of hypnotic effects.
* Puppet Shows
The kathputli puppet performance is the most common form of this folk tradition.The origin of puppet
theatre is closely linked to the performance of religious ceremonies. The connection between rituals
and the use of puppets is found in almost all the states in India.
Traditional puppeteers were mostly itinerant performers who depended on royal patronage for their
survival. Even today tales of chivalrous kings like Prithiviraj C hauhan and Amar Singh Rathor are
narrated through puppet performances in the villages and towns of Rajasthan.
The different forms of traditional puppetry are glove, rod, string-rod and shadow puppets. The
differences exist not only in name but also in form, structure, manipulation techniques and
geographical origin spread.
CONCLUSION
To sum up, it is clear that in any form of rural communication, while we may have a national strategy,
we have to think and act locally. The need for focused communication aimed at the rural market,
should not be underestimated. This calls for innovation and substantive changes in marketing strategies
and approaches. The innovation should be carried out within the framework of what can best be
characterized as the 4-R principle:
Reincarnate innovation
If the Indian advertising industry is to reach out to rural India in an effective and efficient manner, it
has to be grounded firmly in rural perceptions, value and traditions. It has to immerse itself in local
colours, customs and modes of communication in order to make itself relevant to the needs and desires
of rural society. It has to gain the trust of the masses by undercutting its own excessive dependency on
western styles of advertising, on the one hand and on its use of
CASE -2

(20 Marks)

The herbal shampoo market is valued at around Rs. 100 crores. Ny/e, Ayur, Dqbur and Biotique are
some of the established brands in the market.
Helene Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikskai, henna and
qmla and brqhmi and josur) priced between Rs. 80 and Rs. 90 (500 ml) for different types of hair. The
proposition is the benefits offered by lhe variant based on the combination of herbs, benefits offered by the
variants range from extra protection and nourishment to colour, body and bounce. The shampoos have
been launched under the brand name Premium Herbsl Shsmpoos and they target urban housewives with a
monthly household income of Rs.25,000. The brand is distributed through 7 0,000 retail outlets and 120
Raymond shops. The company has planned only point of purchase (POP) posters initially and may
consider the electronic media later. The shampoo has an annual advertising expenditure of Rs. 10 crores.

Question :
1 Comment on the marketing mix of JK's Premium Herbsl Shampoos ?

ANSWER
THE POP ALONE IS A VERY WEAK APPROACH TO THE PROMOTION .
THE INITIAL PROMOTION MIX MUST
-create awareness
-create interest
-influence the unawareness
-create interest
-influence the buying decision
-sell the benefits
-complete the sales transaction.
How can you make their communication more effective?.

ANSWER
TO MAKE THE COMMUNICATION MORE EFFECTIVE , WE SHOULD SELECT
THE PROMOTIONAL MIX ARE:
Personal Selling ,
-here the marketing communication is used
*to inform the customers/ prospects
*to create awareness
*to present the product
*to influence the customer
*to sell benefits
*to help the customer to make the buying decision
*to seek commitment
*to help to close the sale.
-------------------------------------Sales Promotion
-here the marketing communication is used
*to inform the customers
*to physically present
*to influence the customers
*to help the customers to feel the product
*to help the customer to make the buying decision
*to offer consumer incentives
*to help the final transactions
-------------------------------------------Public Relations (and publicity)
-here the marketing communication is used
*to publicise the company
*to publicise the product
*to publicise the company's research/ development
*to publicise the company image
*to create the company brand
*to inform public
*to communicate with the community.
*to establish relations with government
*to establish community relations
--------------------------------------------------

Direct Mail
-here the marketing communication is used
*to inform
*to talk to individuals
*to focus on niche market
*to inform the decision makers directly
*to advertise cost efficiently
*to promote selected market segments
*to contact individuals for one-to-one marketing
---------------------------------------------------------------------Trade Fairs and Exhibitions
-here the marketing communication is used
*to inform individuals
*to provide visibility
*to talk to individuals
*to inform the decision makers directly
*to advertise cost efficiently
*to promote person to person
*to contact individuals for one-to-one marketing
-------------------------------------------------------------------Advertising (above and below the line)
-here the marketing communication is used
ABOVE THE LINE
*to MASS inform the customers/ prospects
*to create MASS awareness
*to present the product
*to influence the customer
*to sell benefits
*to help the customer to make the buying decision
BELOW THE LINE
*to physically present
*to make it visible at the point of sale.
*to influence the customers
*to help the customers to feel the product
*to help the customer to make the buying decision
*to offer consumer incentives
*to help the final transactions
*to display and promote
*to merchandise the product
-----------------------------------------------------------------------------Sponsorship
-here the marketing communication is used
*to MASS inform the customers/ prospects
*to create MASS awareness
*to present the product
*to influence the customer
*to sell benefits
--------------------------------------------------------Packaging -here the marketing communication is used
-here the marketing communication is used

*to MASS inform the customers/ prospects

*to create MASS awareness
*to present the product
*to influence the customer
*to make it visible at the point of sale
-------------------------------------------------------------Merchandising (and point-of-sale)
-here the marketing communication is used
*to create visiblity at the point of sale.
*to influence the customers
*to help the customers to feel the product
*to help the customer to make the buying decision
*to offer consumer incentives
*to help the final transactions
*to display and promote
*to merchandise the product
-------------------------------------------------------------------EMarketing (and Internet promotions)
-here the marketing communication is used
*to inform
*to talk to individuals
*to focus on niche market
*to inform the decision makers directly
*to advertise cost efficiently
---------------------------------------------------------------Branding (and corporate identity)
-here the marketing communication is used
*to create an unique position for the company
*to create an unique position for the product
*to create unique visibility
*to make it easy to identify
*to make it easy to buy
*to make it easy to sell
----------------------------------------------------------ALL THE MARKETING COMMUNICATION EFFORTS ARE DIRECTED
-TO MAKE IT EASY FOR THE CUSTOMERS TO MAKE THE BUYING DECISION.
-HENCE MORE SALES.

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CASE 3

(40 Marks)

Attempt all cases of the following: (10 marks each)

Iran Rafsanjan Co., Rafsanjan City, Iran has taken a marine insurance policy No. VB/84/3629/29
dated 20th December, 2005 from Albroz Insurance Co., Kerman City, Iran for the import of 500 tractor
gears from Apex Products (India) Ltd., Delhi. The exporter shipped the cargo on board vessel
SEEMA on 26th December, 2005 for Bandar Abbas Port of Iran.
As per the letter of credit condition, the exporter was required to fax the shipment details to Albroz
Insurance Company within 24 hours of the shipment. However, the exporter could not fax such details
due to change in telephone (fax) number of the insurance company.
Draft an express telegram to intimate shipment details.

ANSWER
Albroz Insurance Co., Kerman Cityv

subject
Iran Rafsanjan Co., Rafsanjan City, Iran
Sub marine insurance policy No. VB/84/3629/29 dated

Apex Products (India) Ltd., Delhi.

The exporter shipped the cargo-500 tractors-- on board vessel SEEMA on
26th December, 2005 for Bandar Abbas Port of Iran

Yours is a multinational company having joint venture with a Chinese company. Plant is to be located
at Surat. The company immediately needs an Executive - Foreign Affairs (male/female) with ability of
writing and speaking Chinese language.
Draft a recruitment advertisement for publication under classified column of a national daily. Salary-is
no bar for the right candidate. E-mail address -info@krishnafashions.com
ANSWER
AN INDIAN MULTINATIONAL CO. HAVING JOINT VENTURE WITH A CHINESE CO.
LOCATED IN SURAT SEEKS AN EXECUTIVEFOREIGN AFFAIRS --EXPERT INTERPRETOR
WITH THE ABILITY TO WRITE/SPEAK CHINESE MANDARIN LANGUAGE. RIGHT SALARY
PACKAGE FOR THE RIGHT TALENT.
POTENTIAL CANDIDATES MAY APPLY TO
EMAIL: -info@krishnafashions.com

The local head office of State Bank of India is located at 11, Parliament Street, New Delhi-110001.
The bank wants to construct 76 flats at Noida for its employees and invite applications for prequalification of contractors. Full details are available on its website - www.sbi.co.in or
www.statebankofindia.com/ procurement_news.

Draft a notice for pre-qualification of contractors.

ANSWER
Prequalification for CONTRACTORS
The local head office of State Bank of India is located at 11, Parliament Street, New Delhi-110001.
invites application from reputed CONTRACTORS for
prequalification to render professional services for construction of Bank's 76 flats at Noida for its
employees . For further information and downloading of
application form, log on to Banks website
www.sbi.co.in or www.statebankofindia.com/procurement_news.
Last date of submission is XXXXXXXXXX

The Joint Admission Board (JAB) of Indian Institutes of Technology in its meeting held on 17th
September, 2005 at Kolkata has taken some decisions with regard to Joint Entrance Examination
(JEE) 2006, i.e., to appear in JEE, one must secure at least 60% marks (55% for SC/ST and PD) in
10+2 examination; a candidate can have only two attempts with effect from JEE-2006; and a
candidate who joins any of the IITs through JEE-2006 will not be permitted to appear in JEE in future.*
It was also decided that candidates, who have passed their qualifying examination in 2005 or earlier,
will be allowed to appear in JEE-2006 as the last chance, witji no consideration of marks or attempts
at JEE subject to age requirements. On behalf of the JAB, draft a suitable press release to be issued
by organising chairman highlighting these decisions.

ANSWER
Based on the resolution passed unanimously by the members of The Joint Admission Board
(JAB) of Indian Institutes of Technology in its meeting held on 17th September, 2005 at Kolkata
I wish to inform the press and the people in general , about the decisions taken with regard to
Joint Entrance Examination (JEE) 2006,
No. 1
to appear in JEE, one must secure at least 60% marks (55% for SC/ST and PD) in 10+2 examination;
No. 2
a candidate can have only two attempts with effect from JEE-2006;
No .3
a candidate who joins any of the IITs through JEE-2006 will not be permitted to appear in JEE in
future.
No. 4
candidates, who have passed their qualifying examination in 2005 or earlier, will be allowed to appear

in JEE-2006 as the last chance, with no consideration of marks or attempts at JEE subject to age
requirements.
Thank you ladies/ gentlemen.

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