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Internal
Assignment Applicable for September 2017 Examination
INTEGRATED
MARKETING COMMUNICATION
1. Mr. Karan plans to start a new chain
of coffee shops named after popular TV show “Kofee with Karan” across India.
All the stores will have Bollywood theme in it. Every store will be dedicated
to one actor so that the customers should try to get in all the stores. There
will be selfie booth in all stores. The company plans to give competition to
Café Coffee Day, Barista, Starbucks, etc. The company hires you as a Marketing
Communication head and ask you prepare a 7P’s of Marketing Mix for the store.
2. The “Koffee with Karan” is the new
Bollywood concept store and wants to aggressively get the market share. The
company plans to use sales promotion techniques to get the customer to the
store. You have been asked to decide at least five sales promotion technique
for the “Koffee with Karan” Outlets.
3. Answer the following:
a) The store “Koffee with Karan” wants to
make its presence felt in Online Marketing. You have been asked to suggest five
online activities that you will do for the outlet.
b) The store “Koffee with Karan” plans to
open five stores in the International Market. You have been asked to prepare
the list of challenges that the company will face in the International Market.
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