‘TRIBHTUVAN UNIVERSITY CENTRAL DEPARTMENT OF MANAGEMENT ‘Mid-Term Exam 2022 Full Marks: 109 Pass Marks: 59 Credit Hour: 2 ‘Time: 3 Hours MBA-M/Third Semester’ SOCIAL MEDIA AND DIGITAL MARKETING Mice eicceceertaceeeee reece Eee Candidates are required to answer all the questions in their own words as far as practicable. Figures in the brackets indicat full marks. Group- A : Case/ Situation Analysis Attempt all questions: (3110-30) 1. Read the following situation carefull and answer the questions that follows: Parx is the brand owned by raymond. In two years, the brand’s sales plunged fiom 18148 crore ( 2012) to Rs. 117 erore ( 2014) . Though Raymond's other brands registered growth, Parx posted a massive de-growth of 18%. By 2017, Parx became the fastest growing brand under the branded apparel division of Raymond, It clocked a growth of 35%, Millenials( Gen Y) were responsible for this turnaround in Pary's fortunes, arx had embarked on the transformation journey in 2015. Now the focus was on attracting those under 25. The brand had earlier loosely focused on all categories of products but then it decided to focus on a specific target segment of the population. Once Par got its pricing and product right, suecess was a foregone conclusion. ‘The apparel industry is highly competitive. Creating a compelling product propositions is, essential, The right pricing can make the difference between success and failure of brand's positioning. Parx faced the challenge of pursuing a generation in constant flux. ‘The product mix shifted from regular fit trousers and denim to slimmer and tapered fis. Regular styles of shirts were replaced with contemporary and casual styles. Raymond also introduced pop up stores at high traffic destinations like mails. This led to ‘a reduction in costs and effectively dealing withthe shortage of space. Bleeding exclusive cutlets were shut down. Parx shifted, the focus to occupy space at retail formats and rmuli-branded stores. Raymod decided to shift from traditional marketing to digital market launched ‘ Parx Hunt’ in colleges across the country that acted as a platform to talk to iillenials. Seasonal brand eampaigns further added value tothe digital marketing efforts. Parx learnt the biggest lesson ~ you can't be something to everybody. When brands are ‘greedy 10 target everyone, they lose mindshare and end up diluting their brand equity. Focusing on Gen_¥ ( millenials ) led to optimizing of Parx’s portfolio and a digital marketing plan that specifically catered tothe target audience, The companyipside of such a strategy is that Gen Y can be fickle and may seek greater varity nented by ‘what Pars. The leading to switching brands. An enduring relationship with the brand eomph Sustained innovation and reduced new product development eyele time thinks it needs to manage for now. Questions: 8, How can Raymond use digital marketing to sustain the growth of Parx brand? b. Inthe context of above case, highlight the benefits of targeting in digital marketing. Which media would you recommend to engage consumers belonging to Gen Y ? Justify Group -B. Critical and Comprehensive Questions Attempt any THREE questions:( 3x10=30) 2. How can digital marketing be used to develop new markets and penetrate existing markets? What types of new products can be delivered by the Internet? 3. What are the key components of social media marketing campaign? Describe the process of ereating a social media marketing campaign 4. Social media can be a powerful communication channel. Diseuss the opportunities and pitfalls ofthese platforms. ‘5. Explain how customer lifetime value analysis can be applied to improve all aspects of the customer lifecycle. Group- Conceptual and Short answer questions: Attempt any EIGHT questions: (8x5=40) Why are digital platforms so suitable for relationship marketing? Assess why integration between online and traditional media might make a campaign more effective overall. 8. Describe the difference between organic and paid social media marketing. ‘Analyze the impact of social media tools on the efficiency and effectiveness of social ‘media marketing. 10, Diseuss the importance of digital marketing success and failure. 11, What are some best practices for on-page SEO optimization? 12. Outline different types of measures for reviewing the effectiveness of social media marketing. 13, Explore the options, success factors and barriers to delivering Artificial Intelligence and Big Data applications for marketing. 14, Explain the difference between a user interface and a user experience, and how they work together to ereate a suecessfl product. THE END.