GUIDELINES FOR INTERNAL ASSESSMENT PROJECT - SCMHRD

Subject: Marks : Method: Date:

Integrated Marketing Communication 50 Individual Assignment

The purpose of the assignment is to ensure a complete understanding and coverage of the subject. In addition the assignment will ensure that the student studies a domain in detail and understand the issues of One Message One Voice for that particular product or service offering. The focus of the assignment is Brand building through an Integrated Marketing Communications program. Based on the choice of any one of the possibilities below from the 12 Alternatives please do the following: Assuming the topic below, you will need to build a plan as follows: PROJECT CONTENT: Choose the specific topic Define a long term Communications Objective for the offering Define the Brand Personality that you seek to create Now define a strategic plan overall for Communication whereby you explain the treatment for each element of your Marketing Communications Mix Draw out the implementation plan for the specific offering for each and hence the totality of the Marketing Communications Mix How will you ensure that the Consumer participates in the Communication Model and this works to your advantage? What specifically will you do for this? Define as many touch points of communication as part of your plan and explain their synergy Explain your Integration of Marketing Communication with reasons for your choice. Explain partners in this communication plan for your offering and explain how you are going to maintain the synergy of all actions in the IMC exercise with and through them How will you evaluate results that you are going to achieve from time to time w.r.t. the Marketing Communications Mix?

The topics and situations are: A Realtor A FMCG Brand A Retailer Brand

A Consumer Durables Brand A Premium Brand in any specific domain A Construction Company A Hospitality Brand A Telecom Services provider or Hardware manufacturer A Sports Brand A Leader Brand in any domain A Challenger Brand in any domain Any global brand newly entering India An Automotive Manufacturer A Commercial Airline

GUIDELINES & INSTRUCTIONS: 1. The focus should be on Content and understanding. Marks will in addition be given for the extent of coverage, for innovative ideas and an understanding of the subject. 2. Submission should be in Hard Copy as well as an electronic Word File (Doc File onlynot Docx please) 3. Submission to be done to the Examination Dept of the Document as well as the electronic file. 4. Please restrict the presentation to 15 text pages. This can be in addition to the Cover page, the table of contents and the Bibliography page. 5. For the Doc File for conformity use Arial Size 11 or 12 only 6. Please save your file as: Roll Number Name Project Head.doc ..for example 05 Rajeev WalMart.doc should be the file name for easy access and marking 7. You can assume an existing brand and propose changes/alternatives/your own strategy in each sub-point. Alternatively for a new brand this holds in any case. 8. The last date for submission will be: XXXXXXXX 9. In case of any query on the any of the above, please send a mail to rajeevchawlas@hotmail.com with your name and number and expect a reply within 24 hours. Queries on any additional topics will be accepted only till YYY and in case of additional topics, an addendum to this document shall be sent back to you

BEST OF LUCK TO YOU ALL Rajeev Chawla