NMIMS MBA Integrated Marketing Communication Solved Answer Assignment
16
Oct
2024
Integrated Marketing Communication
Question 1.
Introduction
Anthony T. Rossi landed in the United States with only $25 in his pocket. In 1947, he started Tropicana to make the best fruit available to everyone. In 1970, he invented flash pasteurization and was the first to carry orange juice from Florida to New York by rail. Anthony Rossi is responsible for Tropicana’s current atmosphere of innovation and innovative thinking. Tropicana Products, Inc., a PepsiCo, Inc. company, is the world’s largest manufacturer and marketer of branded fruit juices. In the United States,
Concept and Analysis
Durability, tangibility, and user type are the three basic properties that may be used to classify products. Durability describes the typical life of a product that is accessible for consumption, tangibility describes the physical characteristics of the product, and user type divides items into consumer and industrial items. A product may be defined as a collection of physical, psychological, service, and symbolic characteristics that together provide satisfaction or benefit to a customer or user. A product, according to marketing, is anything that is provided to a market to meet a demand or need. Like an onion, a product has multiple layers or levels, and each layer adds to the whole.
Conclusion
As Pepsi Tropicana is a perishable beverage, it is critical to have a robust contingency plan. PepsiCo Tropicana has one. Pepsi Co Tropicana requires that distributors purchase a minimum base quantity each time an order is submitted to avert overstocks. It also encourages distributors to save product stock 10-15 days before the date in case of an emergency.
Question 2.
Introduction
Tropicana has launched a new advertising campaign. It was a crowd-sourced advertising campaign made out of New Yorkers’ tweets. The crew analyzed the tweets with the hash tag “#WorstMorningEver,” and its the majority of attention-grabbing ones were used and exhibited in the metro, on buses, in stores, on billboards, and in taxis. Inhabitants would tweet all daylight hours about something amazing that happened to them in the break of day and how Tropicana Juice had changed their mood.
Concept and Analysis
Advertising copy is the text of a print, radio, or television ad (or any other media) that seeks to capture and keep the attention of a potential consumer, subsequently persuading him or her to make a purchase – all in a short period of time. The “headline” is the most crucial part of a print ad since it is designed to convey the ad’s primary message and, presumably, sell the product to the reader even if he or she doesn’t read the entire ad. Advertising experts would tell you that an advertisement is all about ONEIDEA. By the time they finish reading the headline, the reader should have a clear understanding of what that notion is. The most of ads aim to keep the ad language short and simple, emphasizing on the offer.
Conclusion
Juice consumption is rising every year, and it is expected to continue to rise as people’s lifestyles change and they become more health conscious. Juices are preferred above other soft drinks. Consumers prefer to consume fresh juice on a daily basis as they embrace more Western lifestyles, especially the younger generation, which is heavily impacted by Western media.
Question 3
a)
Introduction
Richard Vaughn developed the Foote, Cone, and Belding Model, often known as the FCB Grid, in 1980. It is represented on a matrix by four major factors: thinking, feeling, strong engagement, and low. participation. FCB, or Foote, Cone & Belding, is one of the most important and foremost advertising agency networks. It is owned by Interpublic Group, and in 2006, it combined with Draft Worldwide to become Draftfcb.
Concept and Analysis
It is represented on a matrix by four major factors: thinking, feeling, strong engagement, and near to the ground participation.
MBA degree should fall in the informative. FCB Grid hinder everyone comprehend wherever a item for consumption locate in the mind of a purchaser, by calculate approximately whether or not acquisition requires a exceedingly involved emotionaldecision or a exceedingly involved intellectual pronouncement. With that in sequence, we can devise four advertising concepts about a single manufactured goods that will influence poles apart bargain hunter. More than changing a person’s demeanor, it might assist you change their frame of mind. The ALS ice bucket challenge, on the other hand, is the consequence of irrational, lateral reasoning.
Conclusion
Interpublic Group, together with Public is, WPP, and Omnicom, is one of the big four agency holding conglomerates. The FCB Grid is based on the Split Brain Theory, which proves and emphasizes how the Left and Right Brains operate in humans. • The Horizontal Row of the Foote, Cone, and Belding Model demonstrates that over time, customers’ behavior tends to shift from rational to emotional reasoning.
b)
Introduction
Informative Quadrant 1: This category includes pricey items that have a high level of relevance to customers and need extensive thought for decision-making. The potential purchaser foremost gain knowledge of or acquires all available information on its own goods, then determines whether or not it is necessary to acquire it, in addition to then makes the final purchase.
Concept and Analysis
We observe things that are very important to the consumer in the first quadrant of the FCB grid, and they are usually more expensive. Before making a high-involvement purchase choice, consumers will gather a large amount of data. Major purchases, such as a vehicle, a home, or insurance, as well as practically any new pricey product, might all be affected.
Cars- Affective quadrant
Ice-creams- Satisfactory quadrant
Furniture Affective quadrant
Detergents- Habitual quadrant
Loans- Affective quadrant
Perfume- Satisfactory quadrant
Appliances- Habitual quadrant
Jewellery – Affective quadrant
Fashion- Affective quadrant
Sweets- Satisfactory quadrant
Conclusion
The FCB grid is very vital in defining which category a product belongs to. If the company shows how important a product is to the buyer, the marketing strategy for the items and services may be better determined. It’s particularly the case for the front end. And it’s a decent starting point. It’s not an okay measurement. This isn’t the type of thing where you use decimal points. ”It assists you in changing a person’s mindset rather than their actions. The ALS ice bucket challenge, on the other hand, is the product of foolish, analytical thought.
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