III SEMESTER MID-TERM EXAMINATION AUGUST 2016

PGDM – AICTE BATCH 2015–17

SUBJECT: INTEGRATED MARKETING COMMUNICATION
Time – 2 hours Max Marks – 50
Note : Part I and Part II should be answered in separate Answer Booklets.
PART 1 – Advertising Management
Section A: Answer all questions. Each question carries 1 mark (5*1 = 5 marks)
1. ----------------- is the act of designing the company’s offering and image to occupy a distinctive place in
the mind of the target consumer.
(a) Positioning
(b) Product conceptualization
(c) Preproduct launching
(d) Performance presentation
(e) none of the above
2. Which of the following is an example of Primary demand advertising?
(a) Tanishq advertising its jewellery
(b) The Coir Board’s promotion of coir products
(c) “ Kohinoor” advertising basmati rice
(d) Kissan advertising tomato sauce
(e) None of the above
3. A housewife requests a treadmill for her birthday. With respect to consumer decision roles, which
role is the housewife playing in this case?
(a) Influencer
(b) Initiator
(c) Decider
(d) Buyer
(e) Gatekeeper
4. Advertising of DETTOL liquid handwash shows how DETTOL is superior to other liquid handwash
brands such as LIFEBUOY. This is an example of ---------------------------- advertising.
(a) Persuasive
(b) Comparative
(c) Reinforcement
(d) Informative
5. Which of the following would not be a method of compensating an advertising agency?
(a) Flat Rate Structure
(b) Commission from Media
(c) Monthly Retainer
(d) Brokerage
(e) Incentive based payment
Section B: Answer any two questions. Each question carries 5 marks (2*5 = 10 marks)
1. Explain with diagram how the communication process works. What would happen if the message is
not properly encoded or decoded?
2. What is the “Percentage of Sales” approach to advertising budgeting ? What are its advantages ?
Mention TWO situations when it needs to be modified.
3. What are the various kinds of advertising agencies? Discuss three main departments in an
advertising agency and briefly describe their functions.
4. Explain the pros and cons of DAGMAR approach to setting objectives for advertising.
Section C: Case study (Compulsory) (10 marks)
Advertising at Various Stages of Rin’s Life Cycle
Launched in a bar form, Rin bar was the first-ever detergent bar launched in India in 1970 after test
marketing it in 1969. Although direct competition was absent at this stage, the challenge in those
introductory years was to distinguish Rin detergent bar from other regular washing soaps, by talking
about its superior benefits. The communication therefore focused on Rin's concentrated cleaning power
and established that Rin bar washed 50 per cent more clothes and washed them whiter than any other
soap. In order to make this benefit more visual, Rin commercials featured the lightning flash symbol
with the powerful baseline, 'Whiteness strikes with Rin'.
After the first 10 years post its launch, Rin shifted its focus from communicating mere functional
advantages to building an emotional bond with Indians. While the message proposition still remained
the same — `to communicate superior whiteness' — the advertising tone became more emotional.
Television commercials showed non-Rin users getting jealous by Rin whiteness and visuals of off-white
clothes being crossed over by Rin whiteness. The catchline, “Bhala uski kameez meri kameez se zyada
safed kaise?" became very successful and was used as the prime theme for different media executions
for almost 10 years.
Rin remained the market leader for nearly 20 years with practically no competition till about 1987,
Then, modeling on Rin's success, many low - priced detergent bars were launched, most prominent
among them being Nirma. To meet with this new challenge, Rin introduced Super Power Rin focusing not
only on whiteness but also on the power and economy of the detergent. To strengthen the value
proposition of Rin in the wake of competition, the brand emphasized 3-pronged superiority: greater
whiteness, lesser detergent quantity requirement ("Zara sa Rin”), and more number of clothes that could
be washed by the same amount of detergent (depicted by a stack of clean clothes washed by the Rin
housewife).
In the mid-1990s, with the market stagnating a bit, and with powder concentrate brands attacking the
detergent bars, Rin launched Rin Supreme bar and Rin Shakti powder. The former promised less
sogginess and more whiteness whereas the latter was positioned as an aspirational brand that plugged
the gap between premium and mass- market powders. Due to increasing competition, Rin resorted to
comparative advertising that established Rin's superiority by demonstrating onscreen that Rin Shakti
could wash out dirt even from clothes washed with ordinary bars. It launched a commercial featuring
‘Rin Whiteness Challenge' wherein housewives were shown testing the Rin whiteness and finding it
whiter than their detergents.
Competition remained intense through those years and Rin launched more variants of its product. A
research conducted by HUL, the company behind the Rin brand, indicated that more than 25 per
cent consumers rated detergents based on their ability to deliver whiteness. Another survey on
habits and attitudes of consumers also revealed that maintaining whiteness of clothes was the
second most important consumer problem. Thus, realizing the importance of -whiteness to Indian
housewives, HUL launched an improved version of Rin powder that gave double the whiteness. The
path-breaking innovation did not contain any insoluble, mud-like ingredients, unlike other detergents.
Hence, it thoroughly dissolved in water and brought enhanced whiteness.
In early 2004, when P&G's prominent detergent Tide slashed its prices to half, Rin decided not to
compete on the price platform and stayed put with the whiteness proposition. However, Tide was also
positioned on the 'whiteness' advantage. To counter Tide's offensive, Rin decided to launch Rin
Advance and establish that only Rin whiteness was true whiteness. To score a notch above Tide, it
even brought in India's celebrity idol Amitabh Bachchan. A television commercial showed Amitabh as
a school principal, checking out a boy's shirt and asking, "Yeh naya rang kaunsa hai?." thus harping on
'Advanced White' being a new colour, whiter than regular white. Based on the same theme, a 'Safedi
ka Shahenshah' promotion was also launched in May 2005. Also, a re-launch of the Rin Shakti powder
revived and reinforced the brand symbol of the lightning. The communication strengthened the power
of the symbol by alluding to it even in the audio and the tagline 'Bijli giri !'
Recently, Rin has partnered with the television channel Star Plus and launched ‘Rin Mera Star Super
Star' — a nationwide talent hunt programme providing a platform to talented children to showcase
their potential. Over the years, Rin has also won a number of accolades, the most recent being getting
voted as the 'Most Preferred Detergent Brand in India' at the Awaaz Consumer Awards.
Questions (3+4+3 )Marks
1. In this case let, what different stages of Rin’s life cycle are depicted? In what stage of its PLC is Rin
currently placed?
2. What product and communication strategies has Rin used in various PLC stages to fight
competitive threats?
3. While advertisements of Rin detergent have changed in these 35 years, what central message or
benefit do you think has remained common throughout?
What other benefits has Rin promised over the years to its consumers?
PART – II - OTHER ELEMENTS OF COMMUNICATION MIX:
Section A: Answer all questions. Each question carries 1 mark (5*1 = 5 marks)
1. Define sales promotion?
2. Mention one important objective of sales promotion?
3. Mention two consumer oriented sales promotion tools.
4. Mention one important quality of a PR person.
5. What do you mean by publicity?
Section B: Answer any two questions. Each question carries 5 marks (2*5 = 10 marks)
1. Discuss different trade oriented promotional tools.
2. What are various objectives for consumer oriented sales promotion
3. Explain push and pull strategies of sales promotion with examples.
4. Maximizing awareness is the first goal of public relations – Explain.
5. Marketing communication is an important part of corporate communication –explain.
Section C: Case study (Compulsory) (1*10=10 marks)
Lipton Tea asks young consumers to Rethink the Drink.
Lipton came to Ogilvy PR with a very clear challenge—to make Lipton Tea hot with tea’s cool crowd of
younger consumers. They wanted PR to play a part in its overall brand transformation to make the
brand relevant - both in terms of the changing nutrition landscape, as well as ‘steeping’ the brand in pop
culture.
Today’s consumers think more about what they eat and less about what they drink. Research showed
that Americans consume an estimated 25 percent of their daily caloric intake through liquid calories,
while it should only be about 10 percent. The idea to Rethink the Drink worked functionally and
emotionally by linking the brand with the health benefits of tea and infusing it into pop culture with
young influencers.
To get media, influencers and consumers talking about Lipton, Rethink the Drink was developed as a
two-part campaign, Healthy Beverage Guidelines and the Lipton Pyramid Tea Party.
Using renowned nutrition expert Dr. Barry Popkin and a panel of experts, The Healthy Beverage
Guidelines highlighted the health benefits of this ancient beverage, and positioned Lipton as a leader,
committed to revolutionizing the way Americans perceive beverages in their diet. The launch of the
Healthy Beverage Guidelines included media outreach, paid advertisement, the development of a micro
site, and direct mail aimed at registered dieticians. A parallel campaign targeted the Hispanic
community, with Spanish-language media.
Next, Ogilvy PR executed the Lipton Pyramid Tea Party, a chic, stylish, sensory-packed event that
brought the premium product positioning to life and contemporized the brand and the traditional tea
drinking experience. The New York City event was hosted by Golden Globe nominated actress and
singer, Emmy Rossum and invitations were extended to celebrities, fashion influencers, Gen Art
members and target media. Lipton partnered with the nonprofit organization, Youth Aids, in order to
secure media, celebrities and public interest. An exclusive story with The New York Times was secured
and then extended to additional media targets following the event through creative deliveries, premium
press kits and desk side visits.
The Healthy Beverage Guidelines was a groundbreaking initiative that generated 50 million+ media
impressions, including coverage in CBS Early Show, USA Today, U.S. News & World Report, Washington
Post, Allure, Health, The New York Times and Consumer Reports. The Healthy Beverage Guidelines was
the centerpiece of a retail promotion at Target that enabled the brand to have a much bigger presence
on the selling floor. In addition, the Healthy Beverage Guidelines are regularly quoted (both with and
without Lipton branding) in food and nutrition stories, further validating Lipton’s leadership. The
Lipton Pyramid Tea Party was attended by over 500 of the Big Apple’s glitterati including celebrities
such as Emmy Rossum, Tori Spelling, Miss Universe, Miss Teen USA and supermodel Karolina Kurkova.
Q. 1 It is possible to make a brand steeped in history hot to a new generation of tea drinkers – Do you
agree ? Give your opinion based on above case.
 III SEMESTER MIDTERM EXAMINATION, AUGUST 2017
PGDM-AICTE BATCH 2016-18
INTEGRATED MARKETING COMMUNICATION
Time: 2 Hours Max. Marks: 50
Section A: Answer all questions. Question 7 carries 3 marks. (6X2=12)
Note : Part I and Part II should be answered in separate Answer Booklets.
PART 1 - Advertising Management
Section A: Answer all questions. Each question carries 1 mark (5*1 = 5 marks)
1. A ----------------- strategy involves the manufacturer using advertising and promotions to persuade
consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.
(a) push
(b) pull
(c) promote
(d) provide
(e) none of the above
2. The marketing communications mix consists of six major modes of communications. Which of the
following is NOT one of these modes?
a. Personal selling
b. Direct marketing
c. Sales promotions
d. Packaging
e. Advertising
3. Advertising of DOVE Moisturising Soap shows how DOVE is superior to other moisturizing soap
brands such as VIVEL. This is an example of ---------------------------- advertising.
(a) Persuasive
(b) Comparative
(c) Reinforcement
(d) Informative
4. Which of the following would not be a department of a typical advertising agency :
(a) Creative
(b) Media
(c) Research
(d) Sales
(e) All of the above would be a department
5. What is a “Creative Brief “? Explain briefly its utility.
Section B: Answer any two questions. Each question carries 5 marks (2*5 = 10 marks)
6. Explain, with the help of a diagram, how the Communication Process works. What would happen if
the message is not properly encoded or decoded?
7. Discuss economic and social effects of Advertising, with specific reference to its influence on prices,
mass media and vulnerable sections of society such as children.
8. Discuss the role of an advertising agency. What are the services rendered by a full-service advertising
agency?
9. Explain the concept of “Integrated Marketing Communications” and its benefits. Also state reasons for
its growing importance.
Section C: Case study (Compulsory) (1*10 = 10 marks)
Case Study (I) – Cadbury Chocolates
10. Cadbury Manages a Crisis with Integrated Marketing Communications
Cadbury India Ltd, the market leader in Indian confectionary segment, encountered the worst-ever
crisis in its 56 years of operations in India in October 2003. In eight outlets across Maharashtra, worms
were found in some bars of Cadbury Dairy Milk, Cadbury's bread-and-butter brand selling 1 million
bars a day and an icon of 'chocolate' in India. Inquiry was instituted by the Food and Drug
Administration and negative media publicity spread like wildfire. The extensively graphic media
coverage led people to believe that every bar could be contaminated. Consequently, sales volume
plummeted, retailer. co-operation lessened and employee morale dwindled. All in all, the company's
credibility suffered extensive damage.
After a thorough investigation of the entire supply chain, it was found that the problem originated at
the distribution end. Apparently, at the retail outlets, the infested bars were placed next to open
unpacked items susceptible to worms. However, although the problem was not of its own making,
Cadbury did take responsibility for the slack in educating retailers on storage and hygiene.
The company then began its multi-pronged campaign on key print, broadcast and electronic media,
to regain its lost credibility and almost reestablish the category. It decided to convey that the root of the
problem was at the distribution end, that any food item could face similar infestation, and yet Cadbury
would take initiatives to check the problem. The company launched Project Vishvas, a three-pronged
programme that addressed the trade, consumers, media and employees. The project incorporated the
following measures:
 A retail monitoring and education programme was launched that performed quality checks at over
50,000 retail outlets and educated 190,000 wholesalers and retailers regarding storage requirements.
A press ad regarding ‘Facts about Cadbury' was also published nationally in 55 trade publications
informing channel members about remedial measures being taken by the company. Posters and
leaflets on the issue were also distributed to retailers, encouraging them to share them with
consumers. Cadbury also linked the trade with a response cell through a toll-free number and an
email id to let them contact the company directly.
 The media was also explained the company's point-of-view, given updates about actions-initiated by
the company, and encouraged to share them with consumers. The company instituted a media desk
and diligently answered every media query, friendly or not. The company's managing director urged
media to assure consumers that Cadbury was safe to eat, but that consumers must exercise the usual
care in purchasing a chocolate that they exercise in purchasing a food item. Furthermore, it also
promised to implement packaging changes within two months to ensure against poor storage.
Cadbury's MD and key spokespersons had one-on-one sessions with 3 media editors as part of an
'Outreach' program initiated in November 2003.
 Employees were also briefed about actions taken through meetings with senior managers and email
updates from the MD.
Then in January 2004, the company launched a new double packaging that wrapped even the
smallest 13 gm chocolate in an aluminium foil, heat-sealed for complete protection from all sides and
further encased in a polyflow pack. The over-engineered pack, the first of its kind in India, cost the
company a fortune, but fulfilled the company's promise to media and consumers. Cadbury also roped in
Amitabh Bachchan as its brand ambassador since the celebrity was hugely popular and reputed for his
integrity, qualities that Cadbury needed to re-associate with the brand.
The new packaging was launched amidst much fanfare in a media conference. Amongst the material
distributed in the conference were a comparison kit allowing evaluation of old and new packs and a
video news release with packaging and factory shots for television coverage. To reinstate confidence
among sales people and to motivate them, another audio-visual with a message from the ambassador
Bachchan was shown in a string of sales conferences.
A rationally and emotionally connecting. television commercial, again starring Bachchan, was also
aired nationally. The star gave a first-hand account of his visit to the Cadbury factory, assuring people
about the quality of the chocolate. In another version of the ad, he also emphasised the safety of the
product for children.
As a result of the integrated campaign, Cadbury won over the invincible media and got extensive
media coverage that highlighted the company's perspective instead of pointing a finger at it. Surveys
revealed a positive change in consumer perceptions, and an increase in their likelihood to buy. Further,
not only did Cadbury's sales recover from the crisis plunge, but also grew by 20% in 2005.
Through timely and consistent marketing communications Cadbury succeeded in solving a daunting
business crisis. With a 360-degree communications approach that targeted various audiences, Cadbury
could quickly control and offset the negative word-of-mouth it had received. By integrating a variety of
tools like press releases and conferences, consumer advertising, trade advertising, point-of-purchase
communications, packaging initiatives, email communications and the like, all focusing on the same
problem, Cadbury could communicate a unified message and get audiences to appreciate the efforts it
had taken to minimize instances of future occurrences.
1. Explain the role of Integrated Marketing Communication in the worm crisis management by
Cadbury. What was the objective of the campaign? (4 marks)
2. What tools were used in the campaign and what were their objectives? Which tool you think played
the biggest part in mitigating (lowering the impact of) the crisis? (6 marks)
PART - II - OTHER ELEMENTS OF COMMUNICATION MIX:
Section A: Answer all questions. Each question carries 1 mark (5*1 = 5 marks)
1. Write one example of consumer oriented sales promotion?
2. What is Public Relation?
3. Mention one important objective of Sales Promotion?
4. Mention one important quality of a PR person.
5. Write down one advantage of in-house PR department
Section B: Answer any two questions. Each question carries 5 marks (2*5 = 10 marks)
6. Explain the various causes for the growing importance of sales promotion measures.
7. Explain five different types of Public Relation.
8. Mention the 4- step PR process.
9. Write down objectives of trade oriented sales promotion tools.
Section C: Case study (Compulsory) (1*10 = 10 marks)
10. When most of us think of McDonald’s, we think of cheap fast food and little children racing around the restaurant
with their happy meal toys. While this is much the same wherever you go in the world, upon closer inspection,
McDonald’s India retains some major differences. The most noticeable difference is the menu. McDonald’s is
known worldwide for its Big Mac. However more than 80% of India’s population of 1.17 billion does not eat beef
(CIA). So to have any chance of success in the country, McDonald’s recognized that the company would have to
spend a lot of time and effort developing a menu that catered to India’s enormous Hindu and Muslim
communities. Elsewhere in the world, McDonald’s maintains a strict 70% original 30% local menu. In India
however, McDonald’s inverted those numbers maintaining a 30% original 70% local menu. Stricken from the menu
were the Big Mac and Quarter Pounder, the hamburgers that made McDonald’s famous. Gone also was the
McRib. After all, Muslims do not eat pork. In their places, McDonald’s unveiled its potato, lamb, and chicken based
menu featuring such delectable treats as the Mc AlooTikki Burger and Maharaja Mac (see appendix 1). But not to
worry McDonald’s fans, you can still get your French fries and Chicken McNuggets.
McDonald’s also represents something different to the youth of India. The company has been accused of cultural
imperialism by numerous sources but this is not really true. McDonald’s has had to Indianize itself in order to be
accepted by the population (Singhal). Even so, McDonald’s has retained many of its key western elements and this
has made the restaurant that much more popular. Thinking of our own experiences at McDonald’s, few of us would
remember all the great times we had with our friends at that cool American style restaurant. Yet this is exactly the
memory that Indian youth associate with McDonald’s. They see the restaurant as something different, unique, and
fun. They see it as a great place where they can get out of the house and away from their parents. This is where
India’s youths go to hang out with their friends and treat themselves to some great tasting reasonably priced food.
McDonald’s has cultivated this image and built brand loyalty with young Indians through advertisements
specifically targeted towards young adults. The restaurant recognizes that this age bracket, more so than in the US,
influences the purchases of the entire family. And as such, by capturing the youth market, McDonald’s can capture
the rest of the family as well. Additionally, due to the recent increases in FDI and the abundance of call centers,
India’s youth have more money than previous generations did. And without the families and other obligations that
drain the wallets of their elders, these wealthy youth are free to exercise more discretionary spending than previous
generations.
Through the company’s operating model of targeting the teen and young adult populations of India, the company
has enjoyed great success, capturing 39% of fast food sales in the country (Fast Food – India), this despite the fact
that McDonald’s does not even have the most restaurants. That honor lies with Baskin-Robbins. Meanwhile the
market is expected to grow nearly 50% by the year 2014 (Fast Food in India). All of which makes McDonald’s and
its competitors salivate. In total, McDonald’s has more than 160 restaurants concentrated primarily in the northern
and western districts of the country (McDonald’s India website). In addition to their traditional restaurants, the
company also operates many ice cream kiosks. These are small stores located primarily in shopping districts where
customers can take a break from their day to sit and enjoy an ice cream cone (see appendix 3). The company has
also chosen to forgo its usual franchising model. Instead choosing to start two joint ventures and establish two
master franchisees that are responsible for managing every restaurant in the country. This joint venture model helps
the company exercise stronger control over the individual restaurants and ensures that each one meets the
company’s strict QSCV (Quality, Service, Cleanliness, and Value) motto. McDonald’s has so far been highly
successful in its expansion into India, but all is not rosy for the company. The same reasons that attracted
McDonald’s to the country have attracted many competitors as well. Yum! Brands, owners of KFC and Taco Bell, as
well as local competitor Nirulas have also grown in size and popularity in the market. These competitors have the
added benefit of seeing what strategies have worked well and what strategies have failed for McDonald’s and other
companies. Additionally, while McDonald’s stresses its QSCV motto, ensuring American standards of cleanliness
and hygiene in a country with much lower standards is a constant concern. Finally, poor infrastructure outside of
the major cities impedes McDonald’s growth into smaller cities as poor roads make many parts of the country nearly
inaccessible. It would also be very difficult for the company to establish a reliable distribution network to service
those areas. On the bright side, the Government of India has recently passed two bills calling for a massive increase
in infrastructure spending to the tune of nearly $1 trillion (ICICI Direct). These bills will enable to country to build
many new roads and upgrade the existing infrastructure. McDonald’s hopes that by the time the company is ready
to begin its expansion efforts beyond the major cities and into other regions of the country, the infrastructure will be
in place to allow the company to do so.
Q.1 Why McDonald has succeeded in India? (4)
Q, 2 What type of sales promotional efforts by McDonald will attract more customers in India? (6)
 VENUE : CR: 311 REG.NO : 161142 SEAT NO : 101
III SEMESTER MIDTERM EXAMINATION, AUGUST 2018
PGDM-AICTE BATCH 2017-19
INTEGRATED MARKETING COMMUNICATION
Time: 2 Hours Max. Marks: 50
PART – I - ADVERTISING:
Section A: Answer all questions. Each question carries 1 mark (5x1 = 5)
1. Which of the following would not be a method of compensating an advertising agency?
(a) Flat Rate Structure (d) Incentive based Compensation
(b) Commission from Media (e) Monthly Retainer
(c) Brokerage
2. Advertising of AASHIRVAD whole wheat atta shows how it is superior to other brands of wheat atta such as
ANNAPURNA of HUL. This is an example of ---------------------------- advertising.
(a) Persuasive (c) Reinforcement
(b) Comparative (d) Informative
3. The major decisions involved in Advertising Management are all of the following except ………..
(a) Message (b) Media (c) Mission (d) Market (e) Money
4. What are Testimonials?
5. What are the functions of Account Management Department in an advertising agency? (Mention any TWO)
Section B: Answer any two questions. Each question carries 5 marks (2x5=10)
6. Explain the concept of Integrated Marketing Communications and its benefits. Also state reasons for its growing
importance.
7. Explain in brief the social effects of Advertising, giving both positive and negative sides of the picture.
8. Discuss the role of an Advertising Agency. What are the services rendered by a Full service advertising agency?
9. What is the “Percentage of Sales” approach to advertising budgeting? What are its advantages? In what situations it
needs to be used with modifications and why?
Section C: Case study (Compulsory) (1x10 = 10)
10. Cadbury’s Chocolates
Cadbury is the market leader in chocolates in India and is also a very popular brand which enjoys the trust of its consumers. It
already has a market share of around 70% in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30%
of the share of the Indian chocolate market.
The company has come a long way since the 1990s when Indian consumers associated Dairy Milk as a product meant for
children. To change this, Cadbury came up with a series of campaigns to target the adult group, starting with the ‘Real Taste
of Life’ campaign, to encourage people to bring out the child in them. Then Cadbury came up with "Khane walo ko khane ka
bahana chahiye"(‘Those who want to eat, will find a reason for it’) . This campaign built social acceptance for chocolate
consumption amongst adults, by showcasing collective and shared moments. Through this, Dairy Milk was able to gain an
acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which
went on to become a huge success; like the ‘Real Taste of Life’ campaign.
After this, Dairy Milk sought to achieve the difficult objective of replacing the traditional Indian sweets and desserts with
their chocolates. For this, Cadbury ran various campaigns under ‘Kuch meetha ho jaye’ (Lets have something sweet),
including two parallel campaigns – ‘Shubh Aarambh’ (Auspicious beginning) and ‘Meethe mein kuch meetha ho jaye’ (Let’s
have something sweet for dessert) .
Later Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a tantalizing mix of chocolates in all
shapes, sizes, flavors and packages at the many traditional festivals of India such as Diwali and Rakhi, positioning chocolate
as a fitting replacement for the traditional mithai.
The common thing for all the advertising campaigns was that they focused on the Indian customs and traditions and yet they
gave it a modern and contemporary look to connect with all the people. Besides this, they also used a 360 degree campaign to
support the television advertising campaigns, even as their rivals Nestle gave them tough competition with aggressive
marketing and even directly taking on Cadbury’s advertising campaign message. But many industry observers doubted the
effectiveness of Cadbury’s efforts and their ability to replace the traditional sweets and the traditional dessert items which had
been a long part of the Indian traditions.
Answer the following questions :
1. List the advertising goals of Cadbury India at different points of time as per the above case. (3 Marks)
2. Discuss the positioning of Cadbury’s Dairy Milk (CDM) based on the taglines used in advertisements as given in the
case. (3 Marks)
3. Do you think that advertising of Cadbury has brought a change in consumer behavior? (4Marks)

PART – II - OTHER ELEMENTS OF COMMUNICATION MIX:

Section A: Answer all questions. Each question carries 1 mark (5x1=5)
1. What do you mean Sales Promotion?
2. Write down one advantage of Public Relation.

Note: Writing anything on the question paper will be considered as malpractice

 VENUE : CR: 311 REG.NO : 161142 SEAT NO : 101
3. Mention one important objective of Trade Oriented Sales Promotion?
4. What do you mean by Coupons?
5. Mention one limitation of Sales Promotion.
Section B: Answer any two questions. Each question carries 5 marks (2x5=10)
6. Explain reasons for growing importance of Corporate Communication.
7. Explain two main objectives of sales promotion with examples.
8. Explain the role of Corporate and Media Relation in Public Relation.
9. Explain sales promotion as a support to Marketing function.
Section C: Case study(Compulsory) (1x10=10)
10. Dabur India Ltd. is the 4th largest fast-moving consumer goods (FMCG) company in India which makes a revenue of
over INR 8,454 crores (2015-16) along with Market Capitalisation of over INR 50,120 crore. The Dabur legacy is of 130
plus years. Being the most trusted name in India and the world’s largest Ayurvedic medicine manufacturer, Dabur today
has over 381 trusted products across 21 categories.
It was founded by Dr S. K. Burman, a physician in West Bengal. He designed Ayurvedic medication for diseases like malaria
and cholera. The medicines soon travelled and he came to be known as the trusted doctor or ‘Daktar’ who came up with
effective cures. The name Dabur is derived from the Devanagri rendition of ‘Daktur Burman’. Dabur has successfully
transformed itself from being a family-led business to a professionally managed enterprise.
Dabur India’s FMCG portfolio includes five flagship brands having distinct brand identities:
 Dabur: master brand for natural healthcare products.
 Vatika: Premium personal care.
 Hajmola: Digestives.
 Real: Fruit-based beverages.
 Fem: Facial bleachers and skin care.
The objective of Dabur is to fully leverage the potential of the online world and incorporate digital strategy for brand
visibility and rebuilding. Growing customer base and making wider marketing strategies. The aim is to become a “young,
modern, and socially conscious organisation”.
Strategies Adopted
1. Presence On Online Grocery Stores
Amidst of Amazon, Flipkart, and Snapdeal, FMCG titan, Dabur recognised a new platform for reaching out a wider customer
base. They marked their presence on online grocery storeslike Grofers and Big Basket.
2. Focus On Their Own Websites
They also started focusing more on their own websites. This is evident from the fact that a year ago, Dabur launched three
websites to serve the mother brand. Also, after six months of efforts, the website was re-launched a month ago which proved
to be a single window to the world of Dabur. This means that the customers can reach the content
3. Featured in Google Case Study And Customer Engagement
Dabur had featured in a Google case study for their ‘brave and beautiful’ campaign by Vatika Shampoo which made Dabur to
being the only FMCG company to have done so.
One of the portals by Dabur is ‘mybeautynaturally.com’ which is a part of their customer engagement programme.
4. Exploring the Marketplace
On the basis of the products available at the time, the new website directs the customer to the marketplace(s).
By adding Chyavanapravash on Amazon, Dabur has given its products a modern and contemporary look which the youth will
connect better.
Dabur is planning to launch more products across all categories. However, none will be launched exclusively on digital
mediums. The main medium for marketing will be TV which will be leveraged upon in order to reach out to customers in
Tier 2 cities and above.Talking about social media, Dabur has been very agnostic. The organic reach of the brand via Twitter
or Facebook is null. The FMCG giant has been building communities since 2012, by engaging with the consumers on a
regular basis. Dabur has stayed away from the most famous trick to win customers i.e giving discounts. The only options of
‘buy now’ or ‘try now’ are available on their website.
Q.1 Do you feel that if company gives discounts or other incentives on their FMCG products, it will improve their sale? If yes
– give reasons. (5)
Q.2 Do you agree that for Dabur with its iconic goodwill and reputation, it is crucial to adopt online modes for marketing
their products? (5)

Note: Writing anything on the question paper will be considered as malpractice

 PART – II - OTHER ELEMENTS OF COMMUNICATION MIX:
Section A: Answer all questions. Each question carries 1 mark (5*1 = 5 marks)
1. Mention one important quality of a PR person.
2. What is Direct Marketing?
3. Mention one important objective of Sales Promotion?
4. What do you mean by Telemarketing ?
5. Mention two popular sales promotion tools.
Section B: Answer any two questions. Each question carries 5 marks (2*5 = 10 marks)
6. Explain the relationship between Marketing and Public Relations.
7. Explain five objectives of trade oriented sales promotion methods.
8. Write down different forms of Direct marketing.
9. Explain five consumer oriented sales promotion tools with examples.
Section C: Case study (Compulsory) (1*10 = 10 marks)
10. Kentucky Fried Chicken or KFC has been a late entrant in the Indian market. Even though it has an unique
offering with “Crispy Chicken”, it faces stiff competition in the fast food segment from organised players
like McDonalds which competes with its range of value meals and Dominos which is symbolised by its 30-
minutes delivery of Pizza. In fact, in all major markets across the globe, KFC competes with these two
companies. Both the brands have looked at catering their product offerings suited to Indian tastes. KFC
has also included items such as Rizo (Rice) which is served only in South-east Asian countries. The
company is owned by Yum Brands! and has several licensees in India including KFC Malaysia with
Kolkata forming a major sourcing destination.
More than 50% of KFC’s sales and profits are generated from the Chinese market. However, the recent food
scandal in China has affected KFC adversely, thereby the emphasising the need to grow in other markets.
India forms the perfect answer to this requirement with a young population and growing spending power.
KFC has a tie-up with FreeCharge.in through which it offers food coupons currently. The various offers that it
has are:
1. Get three piece hot wings free with any meal
2. Get a Choco cake on purchase of Rs 300
3. Value Snacker meal at INR 70 (veg) and INR 80 (non-veg)
In terms of in-store sales promotion, KFC offers a special offer to promote breakfast sales. If a meal is ordered
in the breakfast slot, the customer can avail another piece of crispy chicken for an additional INR 20 instead
of INR 75 in normal case. This can be seen in direct response to McDonald which is promoting its breakfast
menu quite heavily with its loyalty cards that offer free McMuffin during breakfast. Both the FreeCharge
campaign and the in-store campaign are not valid for home delivery order. However, there is a slight fallacy
in this assumption on KFC’s part as Indians are not likely to consume chicken in breakfast.
If we closely analyse the three offers above, the third coupon is redundant as the snacker meals are available
at these prices even without the coupons. The second coupon ensures a minimum ticket size of INR 300 in
order to avail the offer, which is possible only in groups of 2 or more generally. The only value coupon
appears to be three piece hot wings free (INR 59) which can be availed with meals starting from INR 70
(Taxes extra in both cases).
KFC recently started its home delivery service in India, for which it has similar offers. However the minimum
order size for home delivery has to be INR 150. In addition to it, KFC was also offering 2 Litre Pepsi free with
Chicken buckets for home delivery. The FreeCharge offers were introduced after the home delivery offers got
discontinued in January, this year. As a consumer, there is enormous value in the deals as KFC is often
perceived as a premium product due to its unique offering.
In fact, the value deals can also be looked at as targeting the college student and the family market to change
its perception from a fast food to family food. If we analyse the monetary value of the deals, KFC has a
significant cushion as margins are quite high due to the price difference between the final product and the
raw materials. The only problem for KFC though will be who redeems it and how it is being redeemed. For
instance, the coupon for three piece hot wings free might pose serious challenge towards the profitability in
case it is redeemed with the low priced meals. However, there is little doubt that the strategy is bound to
increase market share for KFC in the fast food segment in short run.
Q1. Do you agree that the Indian market is critical for KFC in long run. (5Marks)
Q.2 Can KFC actually emerge as the breakfast destination in India and successfully compete with McDonalds?
(5 Marks)