BBA/B.Com Integrated marketing communications June 2024

Description

Integrated Marketing Communications

June 2024 Examination

 

 

1) Why did Nokia lose its market share? What were the reasons for the failure and what were the consequences?   (10 Marks)

Ans 1.

Introduction:

Nokia, once hailed as a titan in the mobile phone industry, experienced a dramatic decline in market share that reverberated throughout the telecommunications landscape. From commanding a dominant position with its iconic brick phones to struggling in the era of smartphones, Nokia’s journey is a compelling narrative of rise and fall in the fast-paced world of technology. This examination aims to delve into the core reasons behind Nokia’s loss of market share, shedding light on the multifaceted factors that contributed to its downfall. Understanding these factors not only offers valuable insights into Nokia’s strategic missteps but also provides a broader understanding of the challenges faced by companies navigating disruptive industry shifts. From failing to innovate and adapt to changing consumer preferences to grappling with intense competition and strategic errors, Nokia’s story underscores

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2) You are supposed create an ad for a jeweler brand Kalyan Jewelers using a powerful punch line and creating an ad? What is that line that you are thinking of which they can use in their TV and print/digital ads?      (10 Marks)

Ans 2.

Introduction:

In the world of advertising, crafting a compelling punchline is akin to creating a masterpiece—a few carefully chosen words that encapsulate the essence of a brand, leaving a lasting impact on the audience. The task at hand is to create an advertisement for Kalyan Jewelers, a renowned jeweler brand, that not only captivates attention but also resonates with the brand’s values and ethos. The power of a punchline lies in its ability to evoke emotions, spark curiosity, and forge a connection with the audience. As we delve into the intricacies of this task, we’ll explore the

 

3) Case Study

Honda relaunches Amaze with a tuck and a tweak

Over the years, Honda has burnished a reputation for itself that sits on three core pillars. Its cars are reliable, exciting to drive and will not burn a hole in the pocket when it comes to repairs and maintenance.

In the subcontinent where Honda’s ride over the last two decades has been a mixed bag of hits and misses, the Japanese company that’s famed for its prowess in engineering has managed to get at least two things right every time. Its most recent launch, the Amaze – a compact sedan that is priced competitively and is perfect for busy cities-looks like it has been modified since its last launch in 2018.

With a few tweaks, the Amaze looks like a brand-new car, something Honda is adept at achieving. The front is stronger, more square-jawed and bears a strong resemblance to its elder sibling-the Honda City. This is a good thing given that it’s cost at the entry level is almost half of the city. The rear, too, has been carved into a more sculpted and definite shape, giving the Amaze a truly sedan-like identity of its own, a departure from the old Amaze that looked too much of a cross between a hatchback and a sedan. Inside, the Amaze feels larger than it is owing to its features and gadgetry. An infotainment screen, steering-mounted controls, well-designed air vents, storage, and compartments for cups and water bottles are all thoughtfully in place. The car’s dashboard is reminiscent of the Old City or even the Civic.

However, Honda ought to be focusing on one area to improve-the gearshift. A manual stick shift placed in a faux-leather-like bag is  outdated and could do  with a modern replacement for at least two reasons; that it feels light and toy-like; and that it does not age well and its numbers get scratched off easily with time. In addition, the feeling of being locked into gear is not substantial.

The seating, both front and rear, is comfortable, thanks to ample legroom and high-quality materials. Honda could, however, throw in air-con vents at the back, too.

The car is powered by Honda’s 1.2L i-VTEC petrol engine and 1.5L i-DTEC diesel engine, available in manual and CVT versions for both fuel options.

It is key to note that the Amaze is Honda’s strategic entry model, specially developed for the Indian consumer. Honda claims to have achieved 95 per cent localization for the Amaze  in  terms  of  local  parts  and  components,  which  goes  to  say  that  the  cost  of ownership is likely to be more affordable as compared to its foreign competitors. That’s also a reason why close to half a million cars have sold since it was first introduced in 2013.

Questions

1. a) How has Honda done the makeover of its car Amaze and what are the changes you expect as a customer to be made in the car. How is it priced and what do you think of the strategy?             (5 Marks)

Ans 3a.

Introduction:

Honda’s relaunch of the Amaze has sparked intrigue and anticipation among automotive enthusiasts, promising a refreshed take on the compact sedan. With a reputation built on reliability, driving excitement, and affordability, Honda aims to redefine the Amaze with a blend of style, functionality, and cost-effectiveness. Let’s delve into the makeover of the Amaze, exploring the changes made and the expectations customers may have regarding further enhancements, pricing,

 

1. b) What are the features in the car and what do you think that Honda should add in this car to make it more marketable and how should they make an advertisement for the same to be put in the television and digital platform? (5 Marks)

Ans 3b.

Introduction:

The Honda Amaze boasts several features that cater to the needs and preferences of consumers in the compact sedan segment. However, to further enhance its marketability, Honda may consider incorporating additional features that align with evolving consumer demands. Crafting an advertisement for the Amaze to be showcased on television and digital platforms presents an