BBA/B.Com Integrated marketing communications SEP 2025

Description

Integrated Marketing Communications

Sep 2025 Examination

 

 

Q1) Your start up is in the process of launching a new    range of apparels    with different kinds of fabrics? What is the strategy for the launch and how are planning to make it a success? (10 Marks)

Ans 1.

Introduction

Launching a new range of apparels in today’s highly competitive market requires a well-structured strategy that integrates creativity, market understanding, and customer engagement. With consumers becoming more conscious of fabric quality, style, comfort, and sustainability, apparel startups need to differentiate themselves through branding, storytelling, and effective communication. A launch strategy should not only highlight the uniqueness of fabrics but also build emotional connections with the target audience, positioning the startup as a trusted and innovative brand. Success depends on a blend of integrated marketing communications, digital engagement, retail

 

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Q2) How is Flipkart setting to roll out its  dark stores dash for quick commerce? (10 Marks)

Ans 2.

Introduction

The evolution of e-commerce in India has entered a new phase with the arrival of quick commerce, a model built around the promise of ultra-fast delivery of groceries and essentials within 10 to 20 minutes. Flipkart, a homegrown giant with years of experience in large-scale e-commerce, has set its sights firmly on this fast-growing segment through the launch of Flipkart Minutes (earlier Dash). Unlike traditional retail, quick commerce demands an ecosystem of micro-fulfilment centres known as dark stores, a responsive logistics network, and data-driven demand forecasting. Flipkart’s rollout is a carefully planned strategy that combines its existing supply-chai

 

Q3 (A) Amazon extends grocery biz to 130+ cities

E-commerce giant Amazon India announced on Tuesday that it is expanding its grocery business, Amazon Fresh, to over 130 cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad, Una, Suri,

and others. Prior to this expansion, Amazon Fresh was available in over 60 cities across the country. The service offers delivery of wet and dry groceries, including fruit and vegetables sourced from 11,000 farmers, as well as chilled products, beauty, baby, personal care, and pet products. The rapid expansion comes amid increasing competition in the sector, with Amazon competing against players like Flipkart, Reliance’s JioMart, Tata Digital-owned BigBasket, and quick-commerce platforms such as Swiggy Instamart, Zepto, and Zomato-owned Blinkit. Flipkart’s grocery business, which currently operates in over 200 cities, recently reported a 1.6 times year-on-year growth in its grocery    segment during 2023-24 (FY24) compared to the previous year. It offers delivery slots from 7-10 am to 7-10 pm in major cities and has already introduced same-day deliveries in 20 cities for mobile phones, essential items, electronics, home appliances, fashion, books, and lifestyle products.

Amazon Fresh, on the other hand, offers slotted same-day deliveries within four hours and, in select regions, provides deliveries within two hours. In response to quick- commerce competitors, BigBasket has also started offering sub-two-hour deliveries in

45 cities and plans to extend this service to all 70 cities it currently operates in. “Our expansion and focus on quality products demonstrate our commitment to serving customers and offering them the best online shopping experience for fresh produce and daily essentials. Additionally, customers can benefit from cashback, offers, and bank discounts, adding value to every purchase,” said Srikant Sree Ram, director of Amazon Fresh. Amazon Fresh recently launched multiple thematic stores and events, such as a mango store, summer store, and Indian Premier League store, on the platform. Customers can also take advantage of features like personalised widgets, the ‘buy again’ option, and saved preferences.

1. Q) How is Amazon planning to expand its e-commerce cocept in 130 cities and what is its strategy? (5 Marks)

Ans 3a.

Introduction

Amazon India’s expansion of its grocery arm, Amazon Fresh, to over 130 cities marks a significant scaling-up of its e-commerce presence. By moving beyond the earlier 60-city network, Amazon is positioning itself as a nationwide grocery and essentials provider. The expansion strategy focuses on building stronger last-mile connectivity, leveraging partnerships with thousands of farmers, and enhancing customer convenience. With growing competition from Flipkart, JioMart,

 

 

 

Q3 (B) Amazon extends grocery biz to 130+ cities

E-commerce giant Amazon India announced on Tuesday that it is expanding its grocery business, Amazon Fresh, to over 130 cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad, Una, Suri,

and others. Prior to this expansion, Amazon Fresh was available in over 60 cities across the country. The service offers delivery of wet and dry groceries, including fruit and vegetables sourced from 11,000 farmers, as well as chilled products, beauty, baby, personal care, and pet products. The rapid expansion comes amid increasing competition in the sector, with Amazon competing against players like Flipkart, Reliance’s JioMart, Tata Digital-owned BigBasket, and quick-commerce platforms such as Swiggy Instamart, Zepto, and Zomato-owned Blinkit. Flipkart’s grocery business, which currently operates in over 200 cities, recently reported a 1.6 times year-on-year growth in its grocery    segment during 2023-24 (FY24) compared to the previous year. It offers delivery slots from 7-10 am to 7-10 pm in major cities and has already introduced same-day deliveries in 20 cities for mobile phones, essential items, electronics, home appliances, fashion, books, and lifestyle products.

Amazon Fresh, on the other hand, offers slotted same-day deliveries within four hours and, in select regions, provides deliveries within two hours. In response to quick- commerce competitors, BigBasket has also started offering sub-two-hour deliveries in

45 cities and plans to extend this service to all 70 cities it currently operates in. “Our expansion and focus on quality products demonstrate our commitment to serving customers and offering them the best online shopping experience for fresh produce and daily essentials. Additionally, customers can benefit from cashback, offers, and bank discounts, adding value to every purchase,” said Srikant Sree Ram, director of Amazon Fresh. Amazon Fresh recently launched multiple thematic stores and events, such as a mango store, summer store, and Indian Premier League store, on the platform. Customers can also take advantage of features like personalised widgets, the ‘buy again’ option, and saved preferences.

1. Q) What is the strategy of Amazon fresh and how are they going to counter the competitors? (5 Marks)

Ans 3b.

Introduction

Amazon Fresh’s rapid expansion highlights its ambition to strengthen grocery e-commerce while simultaneously addressing the growing challenge from rivals like Flipkart, JioMart, BigBasket, Blinkit,