S. S.

JAIN SUBODH MANAGEMENT INSTITUTE

Master of Business Administration

Semster-3rd

Major Functional Area Lab - II

Marketing Management

Assignment -1
Topic- Marketing communication materials of a brand

Student’s name- Heena Choudhary

Semester-IIIrd
 Assignment-1

1. Pick a brand and gather all its marketing communication materials. How effectively
has the brand mixed and matched marketing communications? Has it capitalized on
the strengths of different media and compensated for their weaknesses at the same
time? How explicitly has it integrated its communication program?

Marketing communication:-
Marketing communications (also known as marcom) is the messages and media that marketers use to
communicate with target markets. Examples of marketing communications include traditional advertising,

direct marketing, social marketing, presentations and sponsorships.

Marketing communication materials:-

 Blogs.
 Brochures & sell sheets.
 Sales presentations.
 Websites.
 Social Media Posts.
 Press releases & media kits.
 Advertisements.
 I pick a brand for it that is Cadbury which makes many products of
chocolates and other:-

Cadbury:-

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British

multinational confectionery company owned by Mondelez International since 2010. It is the second largest
confectionery brand in the world after Mars.
The Cadbury Company offers many type of chocolates and bars in many countries. Cadbury used different marketing
communication for their promotion, they used different marketing communication tools like print media and broadcast
media for that.

Cadbury marketing communication materials:-

Advertism Sales Public Personal Direct

ents promotion relations selling marketing

Advertisements of Cadbury:-
 In case of Cadbury, advertising is used to build long term image of the product.
 Cadbury must therefore through its media posture be the market champion and carry the brand
message.
 Television is advised primary medium of communication as it has mass reach, a favorable image,
high prestige value and is attention getting.
 Cadbury also advertise through, magazines, newspaper, radio, promotion and online.
 Consumer might believe that a heavily advertised brand must offer good value.
 The 'taste' of Cadbury's chocolate has long been the focus of Cadbury's advertising.

This has been supported by the slogan 'a glass and a half of full cream milk in every 200 grams',
accompanied by a picture of milk pouring into the Cadbury's Dairy Milk chocolate block. The image has
become an integral part of the packaging design and has been featured in magazines, and on buses and
trains, billboards, and of course television.

Media of advertisement of Cadbury:-

Print media • Newspaper, magzines,posters

Broadcast media • TV, Radio, cinema

Social media • Applications, blogs, Online, web pages

 Print media

Newspapers, magazines and posters are one of the most popular forms of
media advertising that is widely used by Cadbury. Cadbury Company is one of the
companies that has starred media advertisement in its earlier stages, and by now
the company has been engaged in media advertising from many years

Broadcast media

Cadbury has been advertised through television, radio and cinema in

many countries. Cadbury features different ads in different countries.
These ads are prepared considering the local culture to avoid any
misunderstandings due to the differences in the culture of different
countries.

Social media:-
Internet is another platform where the various forms of Cadbury advertisements are placed. Specifically, the
brand’s online advertisement is undertaken through the extensive use of banners, pop-up ads, onsite
sponsorships and various other forms of online advertisements in thousands of websites along the globe.
There are also various forums and websites dedicated to Cadbury fans, where users can share their stories
involving Cadbury.
Sales promotions of Cadbury:-
Cadbury use sales-promotion tolls to draw a stronger and quicker buyer response - It can be used for short-run effects to
dramatize product offers - The Go Another Cadbury promotion encourages customers to purchase promotionally marked
Cadbury products for a chance to win free chocolate bars. This is just one of the many Cadbury promtions.

Public Relations of Cadbury –

The thought behind public relations, is that it provides advertising to a large audience as well as generates a welcoming
community likeness about the company - Well-thought-out programs coordinated with the other promotion-mix elements
can be extremely effective - Cadbury are committed to a strategy of "growing community value around the world" and
are focusing on investments in the principal areas of education and enterprise, health and welfare and the environment.
Cadbury recognize that prosperous, educated and socially inclusive communities are central to its success. Cadbury are
proud of their investment in the community and the contribution made by employees around the world. Creating value
in the community is part of their heritage and integral to achieving the core purpose of working together to create brands
people love. - Some of the major events and projects that Cadbury support are the Students In Free Enterprise, Foodbank,
Variety Club, Melbourne Cup Carnival, Royal Show, World's Largest Annual Easter Egg Hunt and the three time AFL
premiership champion Brisbane Lions

Personal Selling and direct marketing of cadbury:-

It is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction
and action. Direct Marketing - use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit
response or dialogue from customers - in the case of Cadbury this deals more with customers such as supermarkets to
help with the set up or organization of promotions, displays or location.
  very effectively brand mixed matched marketing communications:-

 Marketing communication helps move products, services, and ideas from manufacturers to end users
and builds and maintains relationships with customers, prospects, and other important stakeholders in
the company.

 Communication is vital to marketing because it brings everyone on the same page.

 If we analyze, both of these words are closely related to each other. Marketing is principally about
communication. Communication is the only key through which the marketers can spread the word
about their products to the customers.

 Strengths of different media and compensated for their weaknesses at the same time

Strengths in SWOT Analysis of different media of Cadbury

World leader: Cadbury is the leader in chocolates worldwide. Cadbury is considered to have the best
production and a large distribution platform, and has a presence in 160 or more countries. Due to
advertisement on every media it is also covering maximum customers

Strong Brands and products: Cadbury has several strong brands such as dairy milk, Bournvita, Oreo, Five Star
and others in its product range. The goods are high quality goods and some of them are Cadbury’s cash
cows.This is all because it not only sell product by the help of media but also touch emotions of people.

Cadbury goods are endowed with great brand loyalty, brand name, brand value and brand loyalty. Cadbury
has created its good brand image among the customers because of its marketing and good branding. Cadbury
products are high in price because of its quality. Cadbury has several brand names are known worldwide and
are demand of Cadbury Chocolates is very high.

Positioning as gift: Cadbury’s has a good range of chocolates boxes and packs for gifting. Some off the
chocolates for gifting purpose are Cadbury Dark Milk, Cadbury Celebrations, and Cadbury Rich Dry Fruits over
the years is that these chocolates are placed for gifting. The new bournville, in particular, focuses entirely on
the gifting role. Cadbury has safely isolated itself from the rest of its rivals because of this smart approach. On
every festival it advertise in a different way.

Promotions: Cadbury has one of the best promotions in the FMCG sector with an impressive tag line of “kuch
meetha ho jaye” along with fantastic events. This also gives Cadbury power because it offers excellent brand
recall.

Cadbury is one of the few brands that have such a strong link with the Indian customers. Home, friends and
love are all important aspects of life for Indians. And to communicate with the Indian audience, Cadbury has
always concentrated on emotional marketing.
Website: Cadbury has a well-functioning and engaging website that attracts a huge amount of traffic and sales
on the internet.

Social Media: Cadbury has a strong social media presence with over millions of followers on the three most
prominent social networking platforms: Facebook, Twitter and Instagram. It has a high degree of customer
engagement with low customer response time on those channels.

Product Portfolio: Cadbury has a broad selection of products where it sells products in a wide variety of
categories. It has a range of exclusive product deals which competitors don’t have.

Weaknesses in SWOT Analysis of different media of Cadbury –

A brand like Cadbury is supposed to have much strength and few weaknesses, as described previously, and the
same is the case. The limitation of Cadbury is its rural distribution, provided that India has more rural regions
that can be covered very widely.

Around the same time, a few incidents have occurred here and there depending on the nature of the
commodity in which cockroaches or other rodents were found in the chocolate. It is inexcusable for a brand
like Cadbury to display such arrogance because quality management should not be abandoned at all by such
tainted chocolates. Quality management must therefore be improved.

Opportunities in SWOT Analysis of different kind media of Cadbury –

Rural markets: Rural market penetration and distribution in rural markets can be a great opportunity for
Cadbury. It is present in foreign countries and Cadbury needs a rural presence that will increase the presence
and turnover of its brands. Due to ads on TV , radio, newspaper it covering rural area also.

Fresh Tastes: Indian customers have a sweet tooth and like to eat small chocolates and chocolate bars
sometimes. On top of that, there are different flavours that customers prefer. Therefore, new tastes and new
flavours are an opportunity that Cadbury will deliver on a regular basis.

Threats in SWOT Analysis of Cadbury –

Cost and price rise: Distribution prices have risen with an increase in fuel prices as well as shipping costs. At
the same time, sourcing and production costs are also high. The persistent rise in costing and therefore pricing
of the product is also a challenge to Cadbury over the years, as it creates a vacuum for other businesses to
join.

Health awareness on the rise: Among the Indian population , health awareness is on the rise. Instead of
eating chocolates, many people enjoy consuming health juices as well as fruit. You will see articles every week
on news papers and blogs that warn against eating chocolate and spread the advantages of remaining healthy.
Around the same time, many parents avoided offering their children chocolates, looking at the adverse
effects.

 Very explicitly Cadbury integrated its communication program

The IMC involves integrating all promotional tools in order to achieve harmony. They all should speak together
with one voice.
The direct mail, sales and advertising departments within the company can help each other via data
integration.

Cadbury advertisement campaigns have been launched to achieve specific objectives. The main objective of
Cadbury Company as a business entity is profit maximization, and all the efforts of the company are directed
to the achievement of this primary objective.

However, Cadbury advertisement campaigns contribute to the achievement of the primary objective of profit
maximization in several ways. Creating awareness of the company and its products. This specific marketing
objective is pursued by Cadbury Company as a secondary objective. This is because the company already has a
high level of brand recognition and its limited range of products is widely well-known within the countries the
company is operating.
S. S. JAIN SUBODH MANAGEMENT INSTITUTE

Master of Business Administration

Semster-3rd

Major Functional Area Lab - II

Marketing Management

Assignment -2
Topic-brand element & brand equity

Student’s name- Heena Choudhary

Semester-IIIrd
 Assignment-2
2. Pick a brand. Identify all its brand elements and assess their ability to contribute to
Brand equity. Also mention, your favourite brand characters? Do you think they
contribute to brand equity in any way? Can you relate their effects to the customer
based brand equity model?

 I select a Clothing brand that Levis.

Levi Strauss & Co. is an American clothing company known worldwide for its Levi's brand of denim jeans. It
was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to
San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business.

Brand, in simplest terms, means any identification mark, word, name, logo, symbol, or anything that
differentiates a business from others. It can be a combination of more than one identification element which
makes a brand identity. Most importantly, a brand is a legally protected property, and no one else can use that
identity. That legal protection is generally described as “trademark.” It is safe to say that a brand is the most
valuable asset for any company So, brand elements mean those elements, features, or traits that differentiate
a brand from others. As mentioned earlier, the core purpose of these brand elements is to develop uniqueness
in a competitive market. These elements may include slogans, logo, taglines, brand name, packaging, etc.
Moreover, these brand elements must have specific characteristics which you must consider while developing
brandelements.
Brand elements of Levis:-
1. Brand name:

Levis means “united," "joined,” or, sometimes, “joined in harmony”. It is an emotional brand name that
supports people to gain a victory in their effort. It also aligns with confidence, nobleness, and endurance

2. Logo:

Learn More. 1886 - Introducing the Two Horse Trademark. The Two Horse Trademark depicts two horses
attempting to pull apart a pair of Levi's® waist overalls. The logo symbolized the strength of the clothing in the
face of competition. A horse symbolizes freedom, movement, and power. It also aligns with confidence,
nobleness, and endurance. Levi's used two horses that were pulling its pair of jeans in the opposite directions.
The message is simple—We make and sell quality, durable, and long-lasting jeans.

3. Slogan and Tagline:

Slogan is “Quality Never Goes out of Style” is more than a marketing slogan. It is a brand promise to consumers
that products will meet and exceed their expectations. To that end, Levis have created product standards and
process requirements designed to consistently deliver durable, quality products that will perform as expected,
comply with government regulations and keep people safe from harmful chemicals.

4. Character:

The “Batwing” logo was designed by Walter Landor in 1967 to represent the signature stitching on the back
pocket of a pair of jeans, which in addition to the red tab and heavy metal rivets was one of the signature
touches that distinguished a pair of Levi's® from any other brand of jeans.

5. Brand Colours:

Levis primarily used the red and white colour palette on its logo for much of its history. The logo symbolized
the strength of the clothing in the face of competing.

6. Brand personality :

Levi's is usually identified as a young, rebellious and free person.

 My favourite brand character is Deepika by her advertisement Strong, Hard,

Determined, Authentic, Wise lady shows

 Brand equity is a multidimensional concept that allows consumers’ to evaluate a brand

and determine its perceived benefits. Levis has successfully created a strong brand by
fulfilling the pillars of brand equity, which include: brand loyalty, brand awareness,
brand associations and perceived quality. Strategic marketing messages, combined with
quality products have allowed for Levis to excel in each dimension of brand equity.
Brand Loyalty-

Not to mention, the brand stands by its quality standards like no other. According to a new report from
RepTrak, a solution that ranks global companies' reputations among consumers, denim stalwart Levi Strauss &
Co. came out on top. The 2021 Global RepTrak 100 ranked the company No. 14 out of 100, with a score of
76.6.

Brand Awareness –

Levi's brand equity is at an all-time high – #1 Global Jeans Brand, #1 Unaided Brand Awareness and #1 across
core measures such as denim authority and quality. Additionally, our marketing ROI is at record highs across our
measured markets, and we grew new categories, including tops & athleisure.

Brand Associations –

It is another dimension of brand equity that can help different and create positive attitudes for the brand. Levis
created successful brand associations through the use of celebrity endorsements. Celebrity endorsements are
affective because of Balance Theory, which states that people dislike unbalanced attitudes and will change to
resolve the balance. Levis has used this method by partnering with some of the greatest actors of all time so
consumers will associate ideas of success, talent, quality and winning with Levis products. Celebrities that the
brand has used include, Deepika padukone , Jaden smith.

Perceived quality –

High perceived quality drives a consumer to choose a brand over competing brands” (Alex, 2012). Levis has
championed themselves as and an industry leader in technology development, creating new and better
products year after year. The consistency of quality has led for the brand to maintain their position of the
greatest clothing company in the world. Without high perceived quality a brand will lose market share and
customer loyalty. In the fast paced world of fashion with ever increasing completion Levis has managed to
continue to stand tall above the rest. This is largely due to their perceived brand equity in the minds of their
consumers.

 Yes. I can relate their effects to the customer based brand equity model

The 4 Stages or Levels in the Customer-Based Brand Equity (CBBE) Model. There are 4 levels in the Customer
based Equity Model - Identity, Meaning, Response and Relationships. The stages are made up of 6 components
which are discussed after the stages.
 Relationship

Performance

Meaning

Identity

Stage 1 - Identity Brand:- identity is where the brand salience is established so that the customer is aware
about the brand and makes it part of the consideration set. Brand identity is the first step where a company
puts together different brand elements in order to create a positive brand image. The expected output is
enhances image, awareness and recall.

Stage 2 – Meaning:- This stage in the model talks about the Performance and Imagery of the brand. This is still
controlled by the brand managers in order to create a positive brand experience and makes sure that the brand
meets the customer requirements as expected with a positive brand experience. This stage leads to the third
stage called response.

Stage 3 – Response:- A response stage is where the customers now respond to brand's existence along with its
performance and image. The response is in terms of first the judgements and then the feelings. Positive Feelings
about a brand is big win for a brand and as per this model leads to loyalty and eventually improvements in sales
and repeat customers

Stage 4 – Relationships:- This is the final stage in the CBBE model where the customer forms a relationship with
the brand. The customer is loyal and shows positivity towards the brand. Few brands manage to reach this stage
in the market. More than customer loyalty, brand advocacy is a true measure of a strong brand relationship.
S. S. JAIN SUBODH MANAGEMENT INSTITUTE

Master of Business Administration

Semster-3rd

Major Functional Area Lab - II

Marketing Management

Assignment -3
Topic- Hands on practice software

Student’s name- Heena Choudhary

Semester-IIIrd
 Assignment – 3
(Hands on Practice Software)
Hootsuite
Hootsuite is a social media management platform, created by Ryan Holmes in 2008. The system's user
interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook,
Instagram, LinkedIn, Pinterest, YouTube and TikTok.

Type of business Private

Type of site Social media management, social networking service

Available in Multilingual

Founded Vancouver, BC, Canada (2008)

Headquarters 5 East 8th AvenueVancouver, V5T 1R6Canada

Area served Worldwide

Founder(s) Ryan Holmes, Dario Meli, David Tedman

Key people Tom Keiser (CEO)[3]

Industry Internet

Employees 1,504 (Jan 2019)[4]

URL hootsuite.com

Registration Free, Pro, Team, Business, Enterprise

Users Over 16 million (March 2018)[5]

Launched December 2008; 14 years ago

Current status Active

Features of hootsuite
 Social media scheduler,
 Owly Writer AI (caption generator, content ideas, and more)
 best times to post
 hashtag generator
 content inspiration
 Grammar spellcheck
 Canva templates
 Bulk post scheduling, and more.

 Key benefits of using Hootsuite

 Save time by crafting and scheduling posts for Instagram, TikTok, Twitter, Facebook, LinkedIn, Pinterest
and Youtube from one dashboard.

 Fine-tune how your teams collaborate by assigning tasks, managing approvals, and monitoring team
performance.

 Reach more customers, grow your engagement, and drive conversions by automating your posts to
reach your audience at the best times.

 Turn real-time data into strategic insights by monitoring mentions of your brand, key industry topics,
and your competitors.

 Streamline how you deliver customer care and support by sending incoming messages across your
social profiles to the right people in your organization.

 Get a better understanding of what your customers want with analytics and easily gather those insights
into customizable reports.
  Reach beyond your dedicated followers and drive new customers to your brand by managing and
reviewing your social advertising performance.

 Level up your skills with industry leading certifications, training, and strategic coaching with our
experts.

 Seamlessly manage and maintain your social presence from anywhere, at any time, with the Hootsuite
mobile app.

 Discover new tools—or connect your existing technology—with 200+ best-of-breed technology
partners and applications in our ecosystem.

Typical customers
 Freelancers
 Small businesses
 Mid size businesses
 Large enterprises

Platforms supported
 Web
 Android
 iPhone/iPad

Support options
 Knowledge Base
 Email/Help Desk
 Chat
 Phone Support

Training options
 Live Online
 Videos
 In Person
 Documentation
 Webinars
 Awards & recognitions

Rating criteria

 Value for money

 Ease of use
 Features
 Customer support
 Likelihood to recommend 8.09/10
S. S. JAIN SUBODH MANAGEMENT INSTITUTE

Master of Business Administration

Semster-3rd

Major Functional Area Lab - II

Marketing Management

Assignment -4
Topic- Book review

Student’s name- Heena Choudhary

Semester-IIIrd
 Assignment-4
Book review
Paul Darley(2021), The Art of Relationship Sales, Smart Business Network

About the title:-

The book is related to sales in which mentioned, we are all salesmen. Whether we sell goods and services for a
living or sell ourselves to future employers or spouses, the skills we use to build relationships, close deals and
get ahead are the same.

That's the premise behind Paul Darley's Sold! The Art of Relationship Sales. Darley lays out a theory that
companies run by CEOs with a sales background outperform peer companies with CEOs who come up through
other disciplines. To reach this conclusion, he interviewed top sales producers from numerous companies,
analyzed his own person experiences growing a 100-plus-year-old family business, and documented processes
and concepts that were successful.

Sold! not only offers the results of Darley's findings but explains how to build effective sales relationships
through a combination of emotional intelligence and authenticity. He shares the 50 Ps of relationship sales;
shows how to establish a solid sales foundation (build relationships, solve a pain, follow a process); and reveals
time-tested methods for overcoming objections and getting to "yes."
Darley also dispels the long-held myth that salesmen are not to be trusted, providing strong evidence that when
you hone your relationship skills by employing emotional intelligence and authentic leadership, you will not just
become a better salesman but you'll also be better prepared to rise through the corporate ranks.

About author

Dustin Scott Klein is an award-winning business journalist, bestselling author, and the publisher and COO of
Smart Business, a regional media company that publishes management journals, produces live events,
manages digital properties, and operates a book development and publishing house--all designed to deliver
insight, advice and strategy for senior executives.

A 1991 graduate of Kent State University's School of Journalism and Mass Communication, Dustin is a former
investigative news reporter who cut his teeth as a politics reporter, business section editor, and digital media
entrepreneur during the 1990s. Over the past 25 years, he has interviewed thousands of business and civic
leaders, and helped nearly 50 CEOs and entrepreneurs transform their ideas into books. Dustin has edited or
co-written more than two dozen books, including six Amazon bestsellers: The Unexpected, Manufacturing
with Heart, 5 Fundamentals to Unleash Millennial Talent, Limping on Water, and the two Amazon #1
bestsellers Undaunted and The Benevolent Dictator.

Mark Baker is the general manager of the Pump Division of W.S. Darley & Co.

Paul C. Darley is Chairman, CEO & President of W.S. Darley & Co., a fourth-generation family business and
world leader in the firefighting and defense industries. Under Paul's leadership, the company's sales have
increased more than 1,000 percent.

During his tenure as CEO, Paul has traveled to 80 countries and delivered more than 500 industry speaking
engagements. He is a past president of the Fire Apparatus Manufacturers Association (FAMA), former
chairman of the Chicago Windy City Chapter of Young Presidents' Organization (YPO), and currently serves on
the boards of the National Defense Industry Association (NDIA) for the Great Lakes Chapter and Dominican
University.
A graduate of St. Ignatius College Prep in Chicago, Paul earned his bachelor's degree in marketing and finance
from Marquette University and an MBA from Northwestern University's Kellogg School of Management. He
also earned a two-year post graduate degree in Emotional Intelligence from the University of Illinois.

Paul lives in Elmhurst, Illinois, with his wife of more than 30 years and their three daughters.

Book review

As a leader and person, Paul exemplifies YPO's spirit of continuing learning, sharing and impact very well.
There are great insights here, for anyone still seeking to learn.--Scott Mordell, CEO, Young Presidents'
Organization (YPO)

If you want to grow your firm exponentially as he has done as the president of Darley, please read this book!--
Steven Rogers, Harvard Business School Professor

Paul Darley is a tremendous leader and salesperson. Sold! Allows us to understand the values and principles
that he has lived and followed throughout his life. We all can learn a great deal from his book--Samuel K
Skinner, Chief of Staff to the President of The United States (RET)

Paul Darley is the ultimate relationship builder. He connect with so many people and companies over the last
20 years. He sets a high bar of customer experience--Wilson Jones, President and CEO, Oshkosh Corporation

Main understanding of book

Written by the CEO of WS Darley Pump about sales, emotional intelligence and social awareness and
relationships. Very interesting book. My grandson works as a design engineer for Drley and was given the book
by Paul Darley. Useful for all types of businesses whether in sales or not. He is definitely a people person and
enjoys what he does.
The business was started by his grandfather and is still family owned with fourth generation working in the
company.

If you're hooked on social media, this book will help you kick the habit. Mr. Darley gives a personal account of
how his approach to developing relationships has helped him be a very successful businessman. And he just
doesn't say "do it." He follows a step-by-step logic that tells the reader how to do it. I especially liked his
attention to small details such as paying attention to an interlocutor's business card when first receiving it. It
was a very helpful book.

Paul Darley pulls together his vast educational and life experiences and refines them into easy to understand,
key take-away. I loved how he uses his life stories to reinforce important concepts. I found many practical tips
that have helped me with the important relationships in my company and my life. Thanks for writing this
book!.