Kathmandu University School Of Management (KU-SOM)

Bachelor of Business Administration (BBA) Hons/Emph

Spring Sem [March-July] Semester 2021

SUBJECT: MMKT 443 ADVERTISING & PROMOTION DESIGN

Assignment [Marks: 100]

Part I [2x25=50 Marks]
Individual (to be submitted in a separate file with college name, level, subject)

Name/ID:___________________________________________ Sec_______

i. Brand IMC Plan

Think of a brand, define the target market and position the brand as per your
marketing and advertising strategy. Discuss how will you translate its
marketing strategies into advertising strategies; advertising strategies into a
creative brief; and creative brief into message strategies.

Recommend this brand on “Integrated Marketing Communication” execution

including its advertising theme, sales promotion scheme, personal selling
approach, public relations and publicity activities including communication
media forms to be used, and how can the campaign be extended using online
digital, exhibitive, and alternative ambient media forms to communicate the
same theme? Suggest a media plan for it.

ii. Find and select an Ad campaign design, present it and discuss it with the
following points:
a. Ad Analysis (include the Ad campaign design in the report)
i. Why do you think this Ad is creative in-terms of divergence and
relevance dimensions
ii. Creative Strategy
 Copy theme and message design model
 Appeal type used
 Execution style

b. Explain its advertising message strategy in terms of any one of the

advertising model or theory.

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 Kathmandu University School Of Management (KU-SOM)
Bachelor of Business Administration (BBA) Hons/Emph
Spring Sem [March-July] Semester 2021

SUBJECT: MMKT 443 ADVERTISING & PROMOTION DESIGN

Part II [2x25=50 Marks]

Group (to be submitted in a separate file with college name, level, subject)

Section:_________ Group Name:______________

SN Name Roll Number/Symbol Number

i. Ad Compilation Profile and Ad Agency Report Presentation

b. Ad Compilation Profile
i. Find, present and describe the Advertisements from Internet in
each of the following categories (consumer, industrial, corporate,
social Ad, advocacy Ad of magazine, newspaper, boards, social
media)
ii. Present a TVC storyboard, a digital media or online Ad, an
ambient, media form)

c. Ad Agency Analysis Report

Find and select an Advertising Agency in Internet, visit its website and
describe it in terms of the following
 Agency introduction
 Mission and vision
 Departments, functions and services provided
 Working structure, positions, and responsibilities
 Current accounts
 Presentation and description of one of its any promotion
campaign design

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 Kathmandu University School Of Management (KU-SOM)
Bachelor of Business Administration (BBA) Hons/Emph
Spring Sem [March-July] Semester 2021

SUBJECT: MMKT 443 ADVERTISING & PROMOTION DESIGN

ii. Case Study Analysis

Case Study on Ad Campaign for AirTel (Bharti Airtel): “Express Yourself”

Bharti-Airtel Groups, with a customer base of more than 121million subscriber, form the
largest cellular service provider of India. The Bharti group is now the world‟s third-
largest, single-country mobile operator and sixth-largest integrated telecom operator. The
groups cater the mobile service in India under the brand name of Airtel and are headed by
Sunil Bharti Mittal, He is termed as the Indian Telecom Mogul because of his largest
telecom service provider in India. He is the chairman and the managing director of the
Bharti Groups. The company has a turnover of US$ 12 billion. The businesses at Bharti
Airtel have always been structured into three individual strategic business units (SBU‟s)
– Mobile Services, Airtel Telemedia Services & Enterprise Services. The Company has a
market share of around 24.6% of the whole chunk of the mobile subscriber in India
followed by Reliance Communication with 17.7% and Vodafone by 17.4%.

Airtel has always looked at the overseas market also. The Bharti Groups always tried to
take the brand of Airtel outside of India. To an extent it has been successful also in doing
this as it has nearly started its operation in Srilanka and Bangladesh also under the brand
name of Airtel. In December 2008, Bharti Airtel rolled out third generation services in Sri
Lanka in association with Singapore Telecommunications. SingTel is a major player in
the 3G space in Asia. It operates third generation networks in several markets across
Asia. The operation of Airtel in Srilanka is under the name of Airtel-Srilanka. Recently in
January, 2010 it announced of its operation in Bangladesh.

“Express Yourself”

Over the last couple of years, the market has grown considerably, with deeper penetration
and wider usage of voice and data services, accompanied by much higher competitive
intensity,” Atul Bindal, chief marketing officer, Bharti TeleVentures, expands on this. “In
this context, differentiating merely on network, coverage and SMS is just not enough.
You need to go beyond all the rational identifiers – which are prerequisites in any case –
and connect at a deeper level. We needed a strong differentiator in an increasingly
commoditized and crowded market. We found this differentiator in a core human truth
that defines our category – which is that there are moments when you need to make your
point, when you need to be heard. Expressing and communicating are perhaps two of the
most basic emotions. AirTel enables you to make your point in the most expressive way,
anytime, anywhere. The campaign is towards owning this through „Express yourself.‟ We
believe „Express yourself‟ allows us to connect at a deeper level and create a long-term
platform for the brand.”

For AirTel, the challenge also lay in presenting a unified „face‟ to the consumer. This
assumes significance when viewed in the light of the company‟s pre- and post-paid
communication, which, in the past, had been treated very differently. Brand image, as a

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 Kathmandu University School Of Management (KU-SOM)
Bachelor of Business Administration (BBA) Hons/Emph
Spring Sem [March-July] Semester 2021

SUBJECT: MMKT 443 ADVERTISING & PROMOTION DESIGN

result, was being driven in two different dimensions. “Brand AirTel is a category leader
straddling completely different market segments such as consumer, business and
corporate, as well as different voice, data and payment platforms,” says Bindal. “„Express
yourself‟ enables the brand to unify and connect across the entire base of our existing and
prospective customers.”

One of the most obvious benefits of owning a property such as „candid expression‟ (and
„Express yourself‟) is the expansive nature of the thought. “The moment you have as
broad a canvas as „Express yourself‟, it becomes easy for anyone working on the brand to
come up with new ideas and executions. That‟s what makes a good campaign idea,”
observes Rediff‟s Prashant Godbole, who, along with creative partner Zarvan Patel,
conceived the campaign. This is just the proverbial tip of the iceberg, Patel adds. “We
will be taking the idea forward in many different ways in the forthcoming work,” he
informs. Patel also credits his creative team for “fleshing out the idea”.

In October 2002, Magic led the market, with 30% of the market share. Bharti claimed
that its strategies were one of the most ambitious experiments ever in the Indian pre-paid
cellular telephony market. However, given the increasing competitive pressure, doubts
were being expressed regarding the ability of Bharti‟s marketing initiatives to help Magic
retain its „Magic‟ in the future.

Question

Analyze and discuss the marketing communication campaign of Airtel in terms of the
following:

 Contribution of campaign theme of “Express Yourself” in brand

positioning of Airtel. Why this campaign theme has a strong idea to
connect with its target audience? Discuss
 Evaluation of its creative strategy including its creative execution
approach. How can this campaign theme or idea be incorporated in further
IMC program?

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 Kathmandu University School Of Management (KU-SOM)
Bachelor of Business Administration (BBA) Hons/Emph
Spring Sem [March-July] Semester 2021

SUBJECT: MMKT 443 ADVERTISING & PROMOTION DESIGN

Case Study Guidelines

• Situation of the case

– Describes the rationale for the case study
– Explains the client's/company‟s/product‟s/brand‟s background
– Explains its current market position, and the areas of expertise

• Problem statement
– It states the main problem which needs to be resolved
– Examples - system performance, brand repositioning, market
expansion requirements, or new government legislation

• Solution and strategic options

– It describes how the solution is planned to be or was
implemented
– It shows the methodologies used & impact on users
– It could include sidebars, charts and graphs to highlight key
points

• Evaluation of the strategy

– It concludes the document by evaluating the solution's impact
– It discusses lessons learned, and the next steps to be taken

Best Wishes

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