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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Integrated Marketing Communications

Internal Assignment Applicable for September 2019 Examination

1. You have just opened your own Restaurant. You have planned an inaugural rate for

customers to visit and taste the food. Describe the P’s of marketing mix. Describe the

Promotion plan on How would you market your brand to maximize your sale? (10 Marks)

2. You are the brand manager of a Toddler’s toys Brand. Your company has tied up with a

kid’s movie to attract the toddler’s. How will you leverage this association to build equity

for your brand? (10 Marks)

3. Case Study

Increase Market Share for Online Pharmacy

Source: PTI feed India Today

The overall Market size of online Pharmacies is at Rs. 800 Cr. It is estimated to grow at 20%

as more and more people move into buying online medicines. Metlife offers the medicines at

a 20% lower rate. While it has been growing, the overall share of all the top players put

together is only 2%. Metlife aims to increase its market share thereby increasing the volume

of medicines bought online.

a. In a growing market with other serious players, how would you approach IMC to

increase the market share? (5 Marks)

b. Metlife has created an audio visual ad for creating awareness about authentic medicines

delivered at the doorstep. Explain the 9 elements of communication for the ad.

(5 Marks)