REVA BUSINESS SCHOOL

INTEGRATED MARKETING COMMUNICATION

IA-1 ASSIGNMENT

MBA-IV SEMESTER

Redwings (www.redwings.org.uk) is a UK-based charity that cares for horses, ponies, donkeys,
and mules, many of which have been neglected by their previous owners. The charity provides
them with a safe place to live; they give them necessary veterinary assistance and provide them
with rehabilitation and aftercare as needed. The charity relies on donations and sponsorship and is
always looking for new ways to raise funds to support their work. They have several sanctuaries
sites around the United Kingdom and cater for around 1,500 animals at any given time. They also
run a highly successful Redwings Rehoming Scheme. As with all charities, funds are limited, and
they would like to expand their operations.

QUESTION: Design a cause-related marketing program, a sponsorship program, and an event

marketing program for Redwings. After you have designed each of the programs, choose the one
you think would be best for the charity. Design a newspaper ad featuring the program. What other
methods would you use, both traditional and non-traditional, to publicize the program you chose?

OR
QUESTION 1 How should a business respond to persistent criticisms from consumers and others
on social media? Should they take this kind of criticism as seriously as they might take a piece in the
professional media, or should they ignore it?
QUESTION 2 The use of social media has grown during the last decade. Discuss your personal use
of social media. Which social media platforms do you use? Why did you select those particular
ones? How do you use social media?