M.B.A. II (Semester IV) (CBCS) Examination, 2018
INTEGRATED MARKETING COMMUNICATIONS AND
CONSUMER BEHAVIOUR
Group A Marketing Management (Paper III)
Day and Date Wednesday, 28-11-2018 Total Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions Question No. 1 is compulsory.
Attempt any two questions from Q. Q. 3 and Q. 4.
Attempt any two questions from Q. Q. 6 and Q. 7.
All questions carry equal marks.
1. Analyze the following case 14
There was a strong prejudice against Dalda-a hydrogenated vegetable oil.
Many voiced the apprehension that Dalda gave a tickle in the throat and led
to stomach upset. Dalda was considered to be a culprit for all types of known
and unknown physical disorders. In those days, Hindustan Lever's marketing
director was Morris Zinkin. He was of the opinion that toward off negative
associations of Dalda it was necessary to project it as a superior product of
international standards. It contained so many thousand units of Vitamin A which
was good for skin and so many thousand units of Vitamin D and so on. They
prepared a number of ads. One headline talked of Mqya and the question of
fats. It was about Dalda being rid of cooking fat. The ad explained how mqya
would be strong and healthy because her mother used Dalda. It was run for
about two to three years in a wide media mix. later, the research showed that the
prejudices against Dalda were as strong as they were before the campaign
began. The most important lesson, therefore, in communication and
advertising is that emotions play a great part in decision making. So far, the
Dalda ads were only rational. While the decision to use Dalda is taken on
P.T.O.
Set P
emotional plane. Further research showed that even those housewives who
were using Dalda tried to conceal the fact that they were doing so. They were
ashamed of it.
It was decided to do motivational research. Later, they formed a team.
Padamsee, Gerson da Cunha (Liontas), Morris Zinkin, Dr. Rajru Chhada-a
psychologist of Lever and Balwant Tandon a Hindi copywriter were the
members of this team. Rajni Chhada was able to cut the Gordian knot. She said
'The reason people are saying that Dalda gives them all these aches and pains
is that they have transferred aggression from being deprived of ghee because
of its price. It is falling into the substitute product. "It was like a stepmother
syndrome. The team decided to fight fire with fire. They moved the ground
from rational to emotional. Balwant Tandon came out with a brilliant line in
Hindi Mamta Ki Kasauti par Khara (tested on the touchstone of mother's love)
Dalda. They ignored 1000 units of this and that. The movement towards
Dalda then began. Dalda became an acceptable product. If Ma accepts it, then
who am I to reject it Padamsee says that the lesson has never been lost on
him. Even his public service campaigns are emotional.
Even as a theatre person, he never stages a play that is highly intellectual, but
lacks in emotional content.
Sep. 2003 Hindustan Lever sold its Dalda brand to US-based Bunge
Ltd., which specialises in agri-business. Bunge now wants to relaunch and
revitalise the brand,
Plans The product, packaging, distribution and promotion will be reworked.
HLL manufactured Dalda in a decentralised manner in 13 units spread
across the country to save on the state excise tax. Burne will restrict Dalda
manufacturing to just four units, out of which three are owned by it. This may
result in increased excise outflow but will give greater control to Burne,
Target audience Mothers in the Hindi-speaking belt of UP and MP where its
usage is more.
Health platform Some fat is necessary especially for growing children.
Competitors Sunflower Gagan, Rath and smaller regional players.
Questions
1. Discuss the role of rational appeals in advertising.
2. Discuss the role of emotional appeals in advertising.
SLR-CL 63 *SLRCL63*
Set P
2. Answer in short (any two) 14
Advertising campaigns.
Types of publicity
Direct marketing.
3. Answer in short (any two) 14
Event managements
Relationship between sales promotion and advertising.
E-commerce.
4. Answer in short (any two) 14
Changing pattern of consumer behavior.
Consumer delight.
Diffusion of innovations.
5. What is consumer behavior Explain in detail characteristics of Indian
Consumers. 14
6. What is integrated marketing communications Explain in detail integrated
marketing communications process. 14
7. What is advertising Explain detail different classification of advertising. 14