Marketing Assignment

1. Short note on-

Digital marketing - Digital marketing, also known as online marketing, refers to

advertising delivered through digital channels to promote brands and connect potential
customers using the internet and other forms of digital communication such as Search
engines, Websites, Social-media, Email, Mobile apps, Text messaging, Web-based
advertising. The primary reason for businesses to use digital marketing techniques is their
ability to reach a wide range of audiences, which traditional marketing techniques often do
not offer.
Example- Burger King ad from 2019 called "Burn That Ad". It encouraged consumers to
"burn" the ads of its competitors using the augmented reality (AR) features of their phones.
Limitations-
1. High competition
2. Dependability on Technology
3. Time Consuming
4. Security and Privacy Issues

Ambush Marketing- Ambush marketing – also known as coat-tail marketing or predatory

ambushing – is the practice of hijacking or co-opting another advertiser’s campaign to raise
awareness of another company or brand, often in the context of event sponsorships. It is
beneficial for businesses owing to its cost-effective nature, freedom & flexibility, provides an
opportunity for startups to jump-start their business, stimulates a higher competition that
brings lower prices for consumers, offers a chance to stimulate creativity and comes in
various forms and sizes, starting from a mobile sidebar ad to huge billboards in a city centre.
Example- In 1996, ICC had given Coca-Cola the right for being the official sponsor of the
tournament in India. By smelling a lost opportunity, rival beverage giant- Pepsi, led a
creative marketing campaign using the phrase- ‘Nothing Official about It’ and smartly stole
the limelight from Coca-Cola.
Limitations-
1. Ambush Marketing Can Be Very Expensive
2. Calculating the ROI of Ambush Marketing Is Very Difficult
3. Time and Space Are Factors in Ambush Marketing

Content Marketing- Content marketing is a strategic marketing approach focused on

creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience and, ultimately, to drive profitable customer action. Commonly
observed benefits of content marketing include audience retention, lead generation, higher
search engine result page rankings, higher brand awareness, cost-effectiveness and creation
of brand loyalists.
Limitations-
1. The benefits aren't immediate - content marketing can be a long process.
 2. Finding content ideas - it can be tricky to come up with ideas for effective new topics
and formats.
3. Evaluation - It can be hard to determine the impact of your content on brand
reputation, awareness and loyalty.

Short notes with two examples-

1) Consumer Promotions: Consumer promotion is a marketing strategy designed to

entice customers to buy more. The purpose of consumer sales promotion is twofold -
to spread brand awareness in the market and build brand loyalty among current
consumers and, consequently, to drive sales and conversions. The main consumer
promotion tools include samples, coupons, demonstrations, contests, cash refund
offers, premiums, etc.
Samples - Samples are defined as offers to consumers of a small amount of a product
for trial. Free samples are given to consumers to generate their interest in the
product and helps them verify the quality of the product.
Coupons - A coupon is a certificate that fetches buyers a saving when Sales
promotions aimed at stimulating consumers to make a purchase action are called
consumer promotions. The main consumer promotion tools include samples,
coupons, demonstrations, contests, cash refund offers, premiums, etc. they
purchase a specified product. Coupons are generally issued along with the product.
They entitle the holder to either a specified saving on a product or a cash refund
2) Trade Promotions: Trade promotions are marketing activities and incentives
offered by brands and wholesalers to their business customers – mainly retailers and
convenience-stores (though those could also be other businesses such as hotels,
restaurants and cafes) - with the intention of increasing the sales of their products
within those channels, and on to consumers.
Discounts/Increased sales margin - Useful for small business owners who do not
have the time or the manpower to run company-operated trade promotions at the
dealer end. By this method, the dealer himself is motivated to run ideas so that he
can promote the product in his locality.
In-store displays- End caps are a great tool to use to make sure your product stands
out. They come at an additional cost as do point-of-purchase (POP) placements
which are designed to encourage shoppers to impulse buy while waiting to pay.

Identify any 5 brands along with their product category that can be found in the following
retail environments. Point out the reasons for the same (100 words each):

Brands Products found in Pharmacy, Kirana

Stores, Supermarkets and Pan shops
Dettol (Reckitt) Hand sanitizer, Bar soaps
 Mortein (Reckitt) Coils, refills
Sunfeast (ITC) Digestives, Marie Light
HomeLight(ITC) Matches
Honitus (Dabur) Lozenges

These products will be available in all the mentioned retail environments because they are
one of the frequently used products and since, they do not take up much space, keeping
them is easy and beneficial for the owners are well. Customers rely heavily on these
products and would prefer to get them at any point of time, specially in an emergency.