INDIVIDUAL ASSIGNMENT: 10 MARKS

What are the 5 best campaigns/ads and 5 worst campaigns/ads of any brand in India that you have come across in the recent past? The basis for these campaigns/ads being best and worst should be on the following parameters:

What

according

to

you

is

the

strategy

for

the

campaigns/ads? Why and how do you think this ad was effective in meeting the strategy? Please define and describe who according to you the target audiences for these campaigns/ads are? In terms of creative execution, why and how do you think these campaigns/ads are effective? Your views in detail.

PS: You need to make the above submission in a powerpoint format with print ads place in the powerpoint as a JPEG and in case of TVC it should be hyper linked and the mpeg has to be in the folder.

GROUP PRESENTATION 30 MARKS

FINAL PROJECT
Make a complete Integrated Marketing Communication plan for a product of your choice. This product can be a new product in a totally new category or it could be a new product in an existing category.

The group should come up with a name for the product and the rationalefor name.A brief background about the category (if it is an existing category) should be given in terms of the numbers of players in the category, category growth rate and the category potential. The target audience for your brand should be very clearly defined as well as described. The positioning chosen for the brand needs to be explained

The group should come up with a promotional program to promote the brand. The promotional program should explore all possiblecontact points to reach out to their target consumers.Apart from conventional media like print, TV and radio, some unconventional mediaalso should be chosen to reach out to the target audience. The group should develop the advertising in terms of scripts for television commercial and radio spot,print ad layout etc basis the medium chosen. Also indicate the broad spends in terms media i.e. percentage of your spends in each medium that you are going to use for promotion.

To give you an idea of the products and the categories that can be chosen, few examples are given below: A new gel toothpaste from ITC A new cola drink from Kingfisher Gaming console from Wipro/HCL/MahindraSatayam Smudge free Kohl Sugar free chocolate Diet chocolates Underground loungebar Khadi T-shirts Hand sanitizer for metros Personalized shopping service for weddings

Please note that the above list is just an indicative list. You are free to come up with any product or category that you feel has a potential.