Digital Marketing
April 2022 Examination
Q1. Ramnarayan Blue
Art Potteries, run by Ramnarayan Prajapat, is a second-generation handicrafts
business that has spread its wings in India. Blue pottery is the traditional
Jaipur craftwork, and Kot Jewar is its production hub. Tourists worldwide visit
this village to behold themselves with the beautiful artisan work India has for
them. Ramnarayan Prajapat wants to expand revenue and sales of Ramnarayan Blue
Art Potteries through online platforms. Explain how Ramnarayan Prajapat can
apply digital marketing for revenue growth using the ASCOR framework. (10
Marks)
Q2. Snapdeal is
India’s largest online shopping marketplace, with the widest assortment of 35
million products across 800 plus diverse categories from over 125,000 regional,
national, and international brands and retailers. With millions of users and
more than 300,000 sellers, Snapdeal is the online shopping site for Internet
users across the country, delivering to 6000+ cities and towns in India.
Explain how Snapdeal uses the four extended Ps in executing its marketing plan
and strategies. (10 Marks)
Q3.a. Though print
advertising revenues are declining worldwide, it grows at a strong pace in
India. It is important to note that India, with 439.42 million smartphone
users, is the second-largest smartphone market in the World. Is the rate of
digital adoption slow in India, or are there behavioral differences in media
consumption? Explain the reasons behind the difference in print advertising
revenues in India and the World. (5 Marks)
Q3.b. Byju’s is an
Indian multinational educational technology company headquartered in Bangalore.
To convert leads, the company needs to plan activities to engage prospects.
What type of promotional activities should the company conduct to engage with
prospects? (5 Marks)
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