Integrated Marketing Communications

Answer of Q.1

Nokia, once a titan in the mobile phone industry, dominated the global market throughout the
late 1990s and early 2000s. Known for its reliable, user-friendly, and robust mobile devices,
Nokia was synonymous with mobile communication, setting the benchmark for technological
innovation and market leadership. The Finnish multinational not only led the mobile phone
revolution but also played a crucial role in shaping the telecom industry. At its peak, Nokia's
market share was unmatched, and its brand was globally recognized and respected.

However, the rapid rise and equally swift decline of Nokia provide a compelling narrative about
the volatile nature of the tech industry. In less than a decade, Nokia's market share plummeted
from over 50% in 2007 to less than 5% by 2013. This dramatic fall from grace is a classic
example of how even the most dominant players can falter if they fail to adapt to shifting
technological landscapes and evolving consumer preferences. Nokia's story is not just about the
failure of a company but also about the broader implications for business strategy, innovation,
and market dynamics.

Understanding the reasons behind Nokia's decline involves dissecting a complex web of strategic
missteps, operational inefficiencies, and cultural issues. It also requires examining the
consequences of these failures, both for Nokia itself and for the wider industry. This essay delves
into these aspects, offering a comprehensive analysis of why Nokia lost its market share, the
factors contributing to its failure, and the far-reaching consequences of this decline. Through this
analysis, valuable lessons can be gleaned about the importance of agility, foresight, and
innovation in maintaining market leadership in a rapidly changing technological world.
Strategic Missteps

1. Technological Lag in Software:

Nokia's failure to anticipate the importance of software in the smartphone era was a critical
strategic blunder. When Apple launched the iPhone in 2007, it redefined consumer expectations
for mobile phones, emphasizing the importance of software and user experience. Nokia,
however, continued to focus heavily on hardware and overlooked the growing significance of
software ecosystems. Its Symbian operating system, once pioneering, became outdated and
cumbersome compared to iOS and later Android.

2. Delayed Transition to Smartphones:

Despite being aware of the shift towards smartphones, Nokia was slow to transition from feature
phones. The company underestimated the rapid adoption rate of smartphones, resulting in a
significant loss of market share to competitors like Apple and Samsung. By the time Nokia
released its first true smartphone, the Lumia, in partnership with Microsoft, the market had
already been captured by other players.

Operational Failures

3. Fragmented Organizational Structure:

Nokia's organizational structure was highly siloed, with different divisions operating almost
independently. This fragmentation led to poor internal communication and coordination, slowing
down innovation and response times to market changes. The lack of a unified strategy resulted in
inconsistent product offerings and missed opportunities.

4. Ineffective Leadership:
Leadership challenges further exacerbated Nokia's problems. The frequent changes in top
management created instability and inconsistent strategic direction. Executives often prioritized
short-term financial performance over long-term innovation, leading to a reactive rather than
proactive approach in the market.
Cultural Challenges

5. Complacency and Overconfidence:

Nokia's success in the early 2000s bred a sense of complacency and overconfidence within the
company. This cultural issue led to a resistance to change and an underestimation of competitors.
Employees were often reluctant to innovate or take risks, resulting in a stagnation of ideas and
technologies.

6. Failure to Foster Innovation:

The company's risk-averse culture stifled innovation. While Nokia had a strong R&D
department, many of its innovative ideas never reached the market due to internal bureaucracy
and a fear of cannibalizing existing products. This hindered Nokia's ability to keep pace with the
rapid advancements in mobile technology.

Consequences of Nokia’s Decline

7. Loss of Market Share:

The most immediate consequence of Nokia's strategic and operational failures was the dramatic
loss of market share. In 2007, Nokia controlled over 50% of the global mobile phone market. By
2013, its market share had plummeted to less than 5%. This decline was precipitated by the rise
of Apple and Samsung, which rapidly captured the high-end smartphone market.

8. Financial Decline:
Nokia's financial performance suffered significantly as a result of its declining market share. The
company's revenues and profits fell sharply, leading to a series of cost-cutting measures,
including massive layoffs. Nokia's stock price also dropped precipitously, eroding shareholder
value and confidence.

9. Acquisition by Microsoft:
In an attempt to revive its fortunes, Nokia entered into a partnership with Microsoft in 2011,
adopting the Windows Phone operating system for its Lumia smartphones. However, this
partnership failed to gain significant market traction. By 2013, Nokia's mobile phone division
was acquired by Microsoft for $7.2 billion, marking the end of Nokia as a leading mobile phone
manufacturer. The acquisition was intended to bolster Microsoft’s position in the mobile market,
but it ultimately failed, leading Microsoft to write down most of the acquisition’s value by 2015.

10. Impact on Employees and Suppliers:

The decline of Nokia had profound implications for its employees and suppliers. Thousands of
employees lost their jobs as the company restructured and downsized. The impact was
particularly severe in Finland, where Nokia was one of the largest employers. Suppliers and
partners who were heavily dependent on Nokia also suffered, leading to a ripple effect
throughout the supply chain.

11. Shifts in the Mobile Phone Market:

Nokia’s decline also shifted the dynamics of the mobile phone market. It paved the way for new
entrants and established companies to capture market share. Apple and Samsung solidified their
positions as market leaders, while Chinese manufacturers like Huawei, Xiaomi, and Oppo
capitalized on the opportunity to expand globally. This increased competition led to rapid
advancements in mobile technology and more choices for consumers.

Lessons Learned

12. Importance of Adaptability:

Nokia’s story underscores the importance of adaptability in the technology sector. Companies
must continuously evolve and embrace change to stay relevant. The rapid pace of technological
advancement means that even market leaders cannot afford to rest on their laurels.

13. Balancing Short-term and Long-term Goals:

Effective leadership requires a balance between short-term financial performance and long-term
strategic vision. Nokia’s focus on immediate financial results at the expense of innovation and
strategic planning contributed to its downfall.
14. Fostering a Culture of Innovation:
A culture that encourages innovation and risk-taking is crucial for sustained success. Companies
must empower employees to experiment and develop new ideas without fear of failure. This
fosters an environment where groundbreaking technologies and products can emerge.

Nokia’s decline from a market leader to an acquisition target serves as a cautionary tale for
businesses across industries. Strategic missteps, operational failures, and cultural challenges all
played a role in its downfall. The consequences were far-reaching, impacting not only Nokia but
also its employees, suppliers, and the broader market. However, the lessons learned from Nokia’s
experience can guide other companies in navigating the complexities of technological evolution
and market competition. Adaptability, balanced leadership, and a culture of innovation are
essential for sustaining success in a rapidly changing world.

Answer of Q2

Kalyan Jewellers, a name synonymous with trust and craftsmanship, has been adorning
customers with exquisite jewelry for decades. As a leading player in the jewelry industry, Kalyan
Jewellers stands out for its commitment to quality, innovation, and customer satisfaction. The
brand has a rich legacy of creating timeless pieces that resonate with the diverse tastes of its
clientele. In an era where consumers are inundated with choices, Kalyan Jewellers has
consistently managed to retain its loyal customer base while attracting new ones through its
impeccable craftsmanship and unique designs. To further cement its position in the market and
resonate deeply with both existing and potential customers, a powerful and memorable
advertising campaign is essential.

The Punch Line

"Kalyan Jewellers: Embrace the Legacy, Shine Your Story."

Creating the Ad
TV Ad Concept:
The television ad opens with a montage of significant life moments: a traditional Indian
wedding, a woman receiving a promotion, a young girl celebrating her coming-of-age ceremony,
and an elderly couple marking their 50th anniversary. Each scene is beautifully captured with
intricate jewelry pieces from Kalyan Jewellers being the common thread, symbolizing the
importance of these moments.

The background score is a soulful melody that evokes emotions of joy, pride, and nostalgia. As
the scenes unfold, a soothing and authoritative voiceover narrates:

"Every piece of jewelry tells a story... a story of love, triumph, tradition, and celebration. At
Kalyan Jewellers, we don’t just craft jewelry; we craft memories. From the sparkle of a bride’s
necklace to the pride in a mother’s eyes, we are there, adding a touch of elegance to your life's
precious moments. Embrace the legacy of timeless craftsmanship and shine your story with
Kalyan Jewellers."

The ad closes with the brand logo and the punch line: "Kalyan Jewellers: Embrace the Legacy,
Shine Your Story," while the screen shows a close-up of a beautifully designed piece of jewelry
glinting in the light.

Print/Digital Ad Concept:

The print and digital ads would feature high-resolution images of stunning jewelry pieces set
against backgrounds that evoke various celebratory themes—weddings, festivals, personal
achievements, and family gatherings. Each image would be accompanied by a short, emotive
caption linking the jewelry piece to a memorable moment.

For example, a print ad might show a bride adorned with a Kalyan Jewellers necklace, with the
caption: "On her special day, she wore more than just jewelry; she wore a legacy." The punch
line, "Kalyan Jewellers: Embrace the Legacy, Shine Your Story," would be prominently
displayed at the bottom of the ad, along with the brand logo and contact information.
The proposed advertising campaign for Kalyan Jewellers, anchored by the punch line "Kalyan
Jewellers: Embrace the Legacy, Shine Your Story," aims to highlight the brand’s core values of
tradition, quality, and emotional connection. By focusing on the significant moments in their
customers' lives and showcasing how Kalyan Jewellers' pieces enhance these moments, the
campaign effectively communicates the brand’s promise of timeless craftsmanship and personal
storytelling through jewelry.

This approach not only reinforces Kalyan Jewellers' reputation as a purveyor of high-quality,
elegant jewelry but also resonates with customers on a deeply personal level, encouraging them
to see each piece as more than just an ornament—rather, a part of their own life stories and
heritage. Through compelling visuals and emotive narratives, the campaign can create a lasting
impression, driving both brand loyalty and new customer acquisition.

By positioning itself as a brand that helps people celebrate and preserve their most cherished
memories, Kalyan Jewellers can continue to grow and thrive in an increasingly competitive
market, ensuring that it remains a beloved and trusted name in the world of fine jewelry.

Answer of Q.3.a

Honda's Amaze, a compact sedan, has been a cornerstone of the company's strategy in the Indian
market since its introduction in 2013. Known for its blend of affordability, reliability, and
performance, the Amaze has been a popular choice among urban consumers. In its latest
iteration, Honda has refreshed the Amaze with a series of aesthetic and functional tweaks aimed
at enhancing its appeal and competitiveness. This case study examines the makeover of the
Amaze, the expected customer-driven changes, and the strategic pricing approach adopted by
Honda.

Makeover of the Honda Amaze

Honda's revamp of the Amaze focuses on both exterior and interior enhancements. Externally,
the new Amaze features a more robust and stylish design, drawing inspiration from its more
premium sibling, the Honda City. The front fascia has been strengthened, giving it a stronger,
more defined look, while the rear end has been sculpted to achieve a more refined sedan identity,
shedding the hatchback-like appearance of the previous model.

Internally, the cabin of the Amaze has been upgraded to offer a more spacious and premium feel.
Key features include a modern infotainment system, steering-mounted controls, thoughtfully
designed air vents, and ample storage options for convenience. The dashboard design is
reminiscent of Honda's higher-end models, further enhancing the perception of quality and
sophistication.

Under the hood, the Amaze continues to be powered by Honda's reliable 1.2L i-VTEC petrol and
1.5L i-DTEC diesel engines, with both manual and CVT transmission options. This ensures a
blend of performance and fuel efficiency, catering to diverse customer preferences.

Customer-Expected Changes

As a customer, several enhancements could further improve the Amaze:

1. Modern Gearshift Mechanism: The current manual stick shift feels light and toy-like. A
more substantial and modern gearshift mechanism would improve the driving experience and
durability.

2. Rear Air Conditioning Vents: Adding air-con vents in the rear would enhance passenger
comfort, especially in hot climates.

3. Enhanced Material Quality: While the materials used are of high quality, continuous
improvement in upholstery and finishes can further elevate the luxury feel of the cabin.

4. Advanced Safety Features: Incorporating advanced safety features like additional airbags,
lane departure warnings, and automated emergency braking would align the Amaze with modern
safety standards and customer expectations.
Pricing Strategy and Market Positioning

The Amaze is strategically priced to offer significant value in the competitive compact sedan
segment. Positioned below the premium Honda City, the Amaze provides many features at
nearly half the price, making it an attractive option for budget-conscious consumers. This
competitive pricing is further bolstered by Honda's achievement of 95% localization in parts and
components, which reduces manufacturing costs and makes the car more affordable in terms of
both purchase price and maintenance.

Honda's strategy with the Amaze revolves around offering a high-quality, feature-rich vehicle
that meets the specific needs of Indian consumers. The focus on localization not only helps in
keeping costs down but also ensures that the Amaze is well-suited to local conditions and
preferences. This approach has paid off, as evidenced by the impressive sales figures since its
launch.

Honda's makeover of the Amaze reflects a thoughtful blend of aesthetic enhancements and
functional improvements, aiming to strengthen its position in the competitive compact sedan
market. By focusing on both visual appeal and practical features, Honda has managed to create a
product that resonates well with urban consumers. However, further refinements such as a
modern gearshift, rear air-con vents, and advanced safety features could elevate the Amaze even
more. The strategic pricing and high localization reinforce its value proposition, making it a
strong contender in its segment. Honda's ability to adapt and innovate while maintaining
affordability ensures that the Amaze remains a popular choice among Indian consumers.

Answer of Q.3.b

The Honda Amaze, a compact sedan designed specifically for the Indian market, boasts a range
of features aimed at delivering comfort, performance, and reliability. As Honda continues to
refine this model, there is always room for enhancements to keep pace with evolving consumer
expectations and market dynamics. This analysis explores the current features of the Amaze,
suggests improvements to enhance its marketability, and proposes an advertising strategy for
television and digital platforms to effectively communicate these enhancements.

Current Features of the Honda Amaze

The Honda Amaze is equipped with several key features that cater to the needs of urban drivers:

1. Design and Aesthetics:

- Strong, square-jawed front design resembling the Honda City.
- Sculpted rear end giving it a distinct sedan-like appearance.

2. Interior Comfort:
- Spacious cabin with high-quality materials.
- Infotainment system with touchscreen interface.
- Steering-mounted controls for convenience.
- Well-designed air vents and ample storage spaces.

3. Performance:
- 1.2L i-VTEC petrol engine and 1.5L i-DTEC diesel engine.
- Available in both manual and CVT versions.

4. Safety:
- Standard safety features include dual airbags, ABS with EBD, and rear parking sensors.

5. Convenience:
- Comfortable seating with ample legroom.
- Thoughtfully placed compartments for cups and water bottles.

Suggested Enhancements

To make the Amaze more marketable, Honda could consider the following additions:
1. Modern Gearshift Mechanism:
- Replace the current manual stick shift with a more robust and modern gearshift mechanism to
improve durability and tactile feedback.

2. Rear Air Conditioning Vents:

- Adding air conditioning vents in the rear seats would enhance passenger comfort, especially
in the hot and humid Indian climate.

3. Advanced Safety Features:

- Incorporate advanced safety technologies such as side and curtain airbags, lane departure
warning, and automated emergency braking to align with global safety standards.

4. Enhanced Infotainment System:

- Upgrade the infotainment system to include features like wireless smartphone connectivity
(Apple CarPlay and Android Auto), navigation, and voice control.

5. Interior Ambient Lighting:

- Introduce ambient lighting to enhance the premium feel of the cabin during night drives.

6. Sunroof:
- Adding a sunroof would appeal to younger buyers looking for a more luxurious driving
experience.

Advertising Strategy

TV Advertisement Concept:

The TV ad would open with a young family preparing for a road trip. The camera focuses on the
sleek design of the new Amaze, highlighting the robust front and sculpted rear. As the family
enters the car, the father adjusts the modern gearshift, while the mother connects her smartphone
to the advanced infotainment system. The children comfortably settle in the back, enjoying the
cool breeze from the newly added rear air conditioning vents.

The narration would be a blend of excitement and assurance: "Introducing the new Honda
Amaze, designed for your comfort and safety. With advanced features like a modern gearshift,
rear air conditioning vents, and cutting-edge safety technologies, the Amaze is perfect for every
journey. Experience luxury and innovation without compromise."

The ad would close with a dynamic shot of the Amaze driving along a scenic route, with the
punch line: "Honda Amaze: Drive Your Dreams."

Digital Advertisement Concept:

For digital platforms, a series of short, engaging videos could be created, each focusing on a
specific feature enhancement:

1. Gearshift Mechanism: A 30-second clip showing the smooth and substantial feel of the new
gearshift.
2. Rear Air Conditioning Vents: A video highlighting the comfort provided by the rear air
vents during a summer drive.
3. Advanced Safety Features: An animation demonstrating the added safety technologies
protecting the family.

These videos would be promoted on social media platforms like Facebook, Instagram, and
YouTube, targeting potential customers through demographic and interest-based ads.
Additionally, interactive posts and stories could engage users, inviting them to explore the new
features of the Amaze.
The Honda Amaze, with its blend of reliability, comfort, and performance, is a strong contender
in the compact sedan segment. By adding modern gearshift mechanisms, rear air conditioning
vents, advanced safety features, and enhancing the infotainment system, Honda can further
elevate the appeal of the Amaze. A well-crafted advertising campaign that highlights these new
features can effectively capture the interest of potential buyers. Through strategic television and
digital ads, Honda can communicate the enhanced value proposition of the Amaze, ensuring it
remains a top choice for urban consumers.