GUIDELINES FOR INTERNAL ASSESSMENT PROJECT SCMHRD PGDSM Batch

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 15 Alternatives please do the following: Assuming the topic below, you will need to build a plan as follows: PROJECT CONTENT: Choose the specific topic Mention as many different types of Touch points of Communication for the brand of your choice (at least 40) and explain their synergy Using the Consumer driven Communications Model, tell us how you will drive success in this Venture and what all would you do to ensure success in Communication Define the Brand Identity that you like to create for this brand using the Brand Pyramid

The topics and situations are: Fast Food Brand Hospitality Brand Telecom Hardware Telecom Service Provider Petrochemical Industry Automotive Industry Education industry Sportswear Brand Financial Services Brand Power Sector Brand Pharmaceutical Industry FMCG Industry Music Industry

Entertainment Industry Event Management Brand

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 or Docx File) 3. Electronic and physical Submission to be done to the Examination Department and they will put all Files on a CD / DVD 4. Please restrict the presentation to no more than 8 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 2009DXX Nirav Hospitality.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: XXXXXXXXXX 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.

BEST OF LUCK TO YOU ALL

Rajeev Chawla rajeevchawlas@hotmail.com 93205-20203