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Internal
Assignment Applicable for April 2018 Examination
Integrated Marketing Communications
1)
You are about to launch a product (you can select a product of your choice) in
India. Using the customer-controlled market concept how will you ensure the
success of that product? (10 Marks)
2)
You have been assigned a role to market a deodorant by a well known company.
How will you use and improve your personal selling skills to increase the
market share of this brand? (10 Marks)
3)
Case Study
Its
not Tesla that scares Europe in electric-car race.
Electric
car production in the European Union got a spur on Wednesday as EU regulators
acted to close a technological gap with China by seeking stricter emission
curbs on manufacturers such as Volkswagen and Fiat Chrysler Automobiles.
The
European commission, the EU’s regulatory arm, proposed a 30 percent reduction
in car discharges of carbon dioxide by 2030 compared with 2021 levels, as part
of a steeped-up ight against global warming. The plan which will progressive
tighten existing CO2 limits, features incentives or automakers to shift to
electric vehicles.
There’s
a component of trying to facilitate the development of a powerful
car-manufacturing industry of electric vehicles. Miguel Arias Canete, EU
climate and energy commissioner, said in an interview in his Brussels office.
There
will be a race for developing lean-energy vehicles. We are seeing that the
others are taking a global lead. Europe is gearing up for a technological
revolution in road transport that would push the traditional internal
combustion engine from showrooms into museums in a bid to retain leadership in
the worldwide market of passenger cars.
The
combustion is taking advantage of the landmark climate-protection agreement
reached by almost 200 countries in Paris in late 2015 to get a grip on the
European road-transportation pollution, which has bucked a general trend of
falling EU discharges of greenhouse gases including CO2 that are blamed for
climate change. Under the Paris accord, the EU aims to slash such pollution at
least 40 percent by 2030.
As
China expands its electric-vehicle prowess with the blunt policy of quotas,
Europe is counting on a more nuanced approach that would force carmakers to
choose between making the combustion engine cleaner or abandoning it in favour
of electric vehicles.
The
production of Tesla cars in 2016 was around 80,000 cars, Canate said. The big
problem is China which has mandatory target of 10 percent in 2019, 12 percent
in 2020 and 7.5 million vehicles per year in the future. The Chinese market
already boasts 400 types of electric vehicles, whereas Europe has six,
according to Canate. India meanwhile aims for all new passenger cars sold by
2030 to be electric. There is a huge gap between European Union, which invented
the car, and developing countries, Canete said.
a.
If India develops the Electric car and by 2030 all cars sold will be electric
which media do you think is suitable to advertise from the Integrated marketing
communication perspective? How would you plan to launch the car? (5 Marks)
b.
What do you think the future of this industry will be? How can one leverage and
grow the market share of electric vehicles? (5 Marks)
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