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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: International Marketing Communications
Assignment Marks: 30
Instructions:
- All Questions carry equal marks.
- All Questions are compulsory
- All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far aspossible.
- All answers to be written individually. Discussion and group work is not advisable.
- Students are free to refer to any books/reference material/website/internet for attempting theirassignments, but are not allowed to copy the matter as it is from the source of reference.
- Students should write the assignment in their own words. Copying of assignments from otherstudents is not allowed.
- Students should follow the following parameter for answering the assignment questions.
| For Theoretical Answer | For Numerical Answer | |||
| Assessment Parameter | Weightage | Assessment Parameter | Weightage | |
| Introduction | 20% | Understanding and usage of the formula | 20% | |
| Concepts and Application related to the question | 60% | Procedure / Steps | 50% | |
| Conclusion | 20% | Correct Answer & Interpretation | 30% |
1. Design the product Level of Tropicana juice by PepsiCo. Discuss how they can improve the potential layer of its brand.
Answer: Products can be classified on the basis of three essential characteristics namely, durability, tangibility, and user type. While durability explains the average life of the product available for consumption, tangibility explains the physical attributes of the product, and user type classifies products into consumer products and industrial products.
You may define product as a collection of physical, psychological, service, and symbolic attributes that collectively yield satisfaction, or benefit, to a buyer or user. The marketing identified a product as anything presented to a market to satisfy a want or need. A product has different layers or levels like an onion and each layer contributes to the making of the product. As a marketer, you are required to analyse the product at different levels. The identified layers are:
- Core layer
- Basic product layer
2. Discuss the importance and components of an Advertising copy with a relevant example
Answer: Advertising copy
Advertising copy is the text of a print, radio, television ad (or ad in any other medium) that aims at catching and holding the interest of the prospective buyer, and eventually persuading him/her to make a purchase – all within a short time. The “headline” is considered to be the most important part of a print copy that is supposed to convey the main message in an ad and hopefully, sell the product to the reader even if he/
3.a. Discuss the FCB model. Explain if an MBA degree should fall in the informative, the affective grid or both.
3.b. Identity the following products vis-à-vis the FCB grid they will fall into.
- Cars
- Ice-creams
- Furniture
- Detergents
- Loans
- Perfume
- Appliances
- Jewellery
- Fashion
- Sweets
Answer: a) The FCB grid or Foote, Cone and Belding model is an integrative approach to interpret the consumer’s buying behaviour and its implication for adopting suitable advertising strategy. It is depicted on a matrix with the help of four significant factors, i.e., thinking, feeling, high involvement and low involvement.
FCB matrix
Quadrant 1: There are four quadrants of FCB matrix and first quadrant is about informative thinking so here, we will find those decisions which are based on highly involved thinking. There are various types of decisions for which you need time, detailed research and efforts, all those decisions will come under this
Dear students, get latest Solved NMIMS assignments and case study help by professionals.
Mail us at : help.mbaassignments@gmail.com
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