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IMC Question Paper Aug 2021 EpI3binicy

1. The document discusses a case study about Big Boom Beverages, a startup company producing a high-energy alcoholic drink targeting young males that faces competition from established beer/malt liquor brands and energy drinks. 2. It describes the company's initial strategy of using social media marketing through customer-generated content on YouTube and Facebook to promote the product at low cost. 3. However, some of this user-generated content depicted irresponsible drinking behavior and faced criticism, so the company now wants to develop a more controlled integrated communication strategy with a focus on advertisements. 4. The exam questions ask students to design objectives, tools and a creative strategy for this new integrated marketing communication

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vedika jalan
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119 views2 pages

IMC Question Paper Aug 2021 EpI3binicy

1. The document discusses a case study about Big Boom Beverages, a startup company producing a high-energy alcoholic drink targeting young males that faces competition from established beer/malt liquor brands and energy drinks. 2. It describes the company's initial strategy of using social media marketing through customer-generated content on YouTube and Facebook to promote the product at low cost. 3. However, some of this user-generated content depicted irresponsible drinking behavior and faced criticism, so the company now wants to develop a more controlled integrated communication strategy with a focus on advertisements. 4. The exam questions ask students to design objectives, tools and a creative strategy for this new integrated marketing communication

Uploaded by

vedika jalan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SVKM’S NMIMS

School of Business Management


Program: Master of Business Administration
Yr. II Trim IV
Batch 2020-2022

Course: IMC
Marks: 40
Duration: 2.5 hours

Final Examination Academic Year: 2021-22

Instructions:

1. The questions are based on the case study Big Boom Beverages: Fight or Flight? already
shared with the students

INDUSTRY & COMPETITION: High-energy alcohol drink is a potentially profitable but


controversial new business. The competition from well-established firms seems
inhospitable to (disruptive) startups but may offer niche opportunities, as for craft beers.
Furthermore, there is an overlap between the energy drink and adult beverage industries,
leading to inter-category competition. Probably the biggest overlap between the two is a
critical market segment: young males. The segment is one of many for adult beverage
companies, especially their beer and malt liquor products, and it seems to be the key
segment for the energy drink industry. A combination of two products— beer or malt
liquor and energy drinks—should appeal to a large market segment, young males.
PROMOTION: The Company had adopted a low-cost strategy of online promotion that
aligned with their target market of young males. BBB’s breakthrough in social media
marketing had strengths and weaknesses. The strengths were obvious, but the weaknesses
were longer term and therefore harder to discern. BBB was the beneficiary of
crowdsourced social media marketing: Their customers created peer-to-peer content that
reinforced the loyalty of existing customers and attracted new customers. The videos
were appealing to the company’s target market, and the authenticity of the YouTube
videos was much more powerful than company-created marketing content. And
customer-created content could go well beyond the accepted ethical limits of company-
created content. The network effect of YouTube and Facebook allowed BBB to reach an
enormous audience far beyond the Midwest, their initial geographic target. There was no
cost to the company for Totaled videos and postings created by consumers, and no limit
to how many could be posted. BBB could deny any role in creating or disseminating the
video content.
Even so, BBB had no control over how its product was represented on social media, but
any negative representation of the product could be associated with the company.
YouTube videos attracted criticism for their glorification of inebriation and high-risk
behavior from influential stakeholders such as physicians, parents, and academic
researchers.
PUBLICS: The brand and its promotion will elicit response of medical authorities and
regulators, parents, target consumers, government, colleges, community activists and
general public among others. Totaled did not have a significant national profile, and the
content and impact of customer videos on YouTube was hard to predict. YouTube had
millions of video clips, including many that depicted silly, borderline, or outright
irresponsible behavior, and the platform exercised little regulation of posted content at
that time. The founders of BBB knew that their product would not harm customers if all
customers were careful about how much they consumed and under what circumstances.

In the light of all this and to have increased control over the brand image, the founders
have decided to come up with an integrated communication strategy. Due to limited
budgets, they are developing the strategy and formulating the plans in-house. It has been
decided that advertisements will be a major component of the communications, along
with the other communication tools.

(While answering the below questions, state assumptions and data pulled from databases,
if any)

Q.1. Design an integrated communication strategy for the product. What are the
communication objectives for your marcom strategy? Identify the communication tools
for your communication mix, keeping in mind their suitability as part of an integrated
approach. (10 marks)

Q.2. To achieve the above objectives, present the creative strategy for your
advertisement(s). (10 marks)

Q.3. Outline your media plan. You may use the format discussed in the class to present
your media plan. (20 marks)

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