DACIA

DUSTER SUV
Presented To: Prof. Aanchal Sharma

Presented By: Group 7

Kirti Mittal (291087)

Mudit Bansal (291088)
Naman Jhanjhari (291091)
Gunjash Sampat (291092)
Pranjali Khanna (291098)
 How to expand customer
reach

PROBLEM
Convince them to shift to a cost
effective and cheaper SUV

Making effective
communication strategies to
capture different markets
 ALTERNATIVES
Consulting a Public
Relations firm and asking
Using the already for a personalised and
established effective Developing an Integrated
customised promotion plan
communication channels Marketing Communication
of the leading car for various markets
plan for having a better
manufacturers and strong impact on the
target markets

l
 Minimum cost of CRITERI
implementation of
each alternative to A Minimum time
required to take the
ensure efficient necessary action for
utilisation of the each alternative (15%
budget (15% weightage has been
weightage has been assigned)
assigned)

Selected alternative
Maximising the
should be the most
customer reach of the
persuasive in nature
selected alternative
(40% weightage has
(30% weightage has
been assigned)
been assigned)
 ANALYSIS
Evaluating each alternative with respect to the above mentioned criteria and
scaling from 1-3, 1 being the worst and 3 being the best.

C1 (Cost) C2 (Time) C3 (Reach) C4 (Impact) Cumulative Rank

A1
(IMC)
3 2 2 3 10 1

A2
(Tie Up)
2 2 1 1 6 3

A3
(PR 1 2 2 3 8 2
Firm)
 DECISION
OBJECTIVE
STRATEGIE
S S
The best alternative as per
Advertising the analysis comes out to be Personal Selling

Alternative 1

PR/ Publicity Developing an Integrated Direct Marketing

Marketing Communication
plan for strong impact on the
Sales Promotion target markets Internet/
Interactive
 IMPLEMENTATION
Dedicate a special
team for Decide what company wishes
developing an IMC to accomplish with the
model. IMC plan

Conducting a survey
for opinions, needs What company wishes to
and desires of the accomplish with the
customers. IMC plan.

Develop strategies for

Segmenting the prospective marketing program
markets into groups based development to achieve
on similar characteristics the identified objectives.

Develop a situation analysis Continuous evaluation and

based on the responses reviewing and verify the
received from the effectiveness of the IMC
respondents plan implemented.
THANK YOU