INTEGRATED MARKETING COMMUNICATIONS

ASSIGNMENT

A NEW SHINE TO SHOE POLISH

Submitted to Dr. Mukesh Chaturvedi
By
Group 1 (M1)

AADARSH DEWAN 11DM001 AARTI GOPAL 11DM032 ABHINABA BHATTACHARYA 11DM004 ABHISHEK JAIN 11DM005 ADHITHYA HARIDAS 11DM007

Q1. What is the existing attitude in the case? A1. The existing attitude visible in the case is of negligence and laziness. Both can be clubbed into a single attribute of an uninterested consumer.

Q2. What are its reasons? A2. The numerous reasons for the general lack of interest in consumers towards shoe polishes were:
Many substitutes came out, reducing the usage of leather shoes for daily wear(different shoes for different occasion) Substituting polish with other cleaning items Laziness to polish Greater emphasis is given to clothing Mostly neglected when in a hurry The effectiveness of the polish is ultimately lost while commuting In addition, liquid polish and aerosol perceived as expensive and harmful to leather shoes.

Q3. Define your marketing objective. A3. The main objective to be achieved through the Marketing Activities is -:
Driving business and increasing sales. This is essentially bifurcated into two targets -: Increasing Usage Rate or Brand Usage assuming that the customer/Prospect is Brand Loyal. Increasing User base by inducing trial taking into consideration segments other than the metros that is the customer/Prospect classification to be category non-users. Hence Brand Growth

Q4. Define your marketing communications objectives.

A4. The marketing communication objectives are:

Retain existing customers and attract customers from other segments through effective advertising and sales promotion. Ego-centric advertisements can be used to form a positive attitude towards polishing shoes and make polishing the shoes a part of the daily routine. Eg. Displaying 4-5 situations where a customer can feel embarrassed by unpolished shoes, ending with a sarcastic dialogue/comment (Similar to the Himalaya neem face wash advertisement).