Assignment Code: MJM-029 /ASSST/Jul-23

Course Code: MJM-029

Advertising and Public Relations

Year: 2023

Verification Status: Verified by Professor

Q1) While promoting a social cause, how would you apply the core concepts of marketing? Discuss using the example of ‘Immunization drops for infants.’ In this case, what is the product, who is the customer and what strategies would you use to market the idea?

Ans) Title: Marketing Immunization Drops for Infants: A Social Cause

Introduction: When promoting a social cause—like newborn vaccination drops—important it's to use fundamental marketing principles to raise awareness, spark interest, and motivate action. In this case, the community and parents are the customers, the product is the vaccination drops, and successful marketing techniques are essential to ensuring broad acceptance and involvement.

Product Definition: Immunization drops for infants are a vital healthcare measure meant to shield kids from diseases that could be avoided. It is important to emphasise its importance in providing a healthy start in life. The product is more than simply a tangible item; it stands for the child's future and well-being.

Identifying the Customer: Parents, caregivers, and the larger community are the main clients. Children's healthcare decisions are made by their parents, but the community also contributes to the development of a supportive atmosphere. Crafting effective marketing messaging requires an understanding of these stakeholders' requirements, concerns, and motivations.

Marketing Strategies:

a) Education and Awareness Campaigns: Create thorough education campaigns emphasising the value of vaccinations. Spread the word about the advantages of immunisation through a variety of platforms, such as social media, booklets, and community seminars. Stress how it boosts immunity within the population and shields newborns from infections that could be fatal.

b) Engaging Key Influencers: Find influencers among medical experts, paediatricians, and local authorities and work along with them. Their support has the potential to greatly affect how the public views and believes in the immunisation programme. Use their authority to emphasise the value of vaccinations.

c) Emotional Appeal: Make emotive messages that highlight children's emotional health and the joys of parenthood. Feature actual accounts of families that vaccinations have improved. Strong emotional bonds have the capacity to influence behaviour and motivate parents to put their child's health first.

d) Accessibility and Convenience: Make sure vaccination drops are easily accessible and available. Vaccination clinics should be set up in communities in handy locations with flexible hours to suit working parents. Remove obstacles to access so that parents may easily put their child's health first.

e) Incentives and Rewards: Put incentive schemes in place to promote involvement. Give parents who make sure their kids are inoculated certificates of appreciation, community recognition, or minor incentives as rewards. Parents can be inspired and instilled with a feeling of communal responsibility through positive reinforcement.

f) Interactive and Participatory Events: Plan neighbourhood activities that directly include parents and other caregivers. Organize informative seminars, Q&A sessions with medical experts, and practical exhibits. Promote involvement and a sense of collective accountability for the health and welfare of all kids.

g) Leveraging Technology: Use technology to alert parents about immunisation regimens, such as SMS reminders and smartphone apps. Establish a user-friendly platform with instructional materials, calendar reminders, and commonly asked issues addressed. Technology can improve communication and expedite procedures.

h) Monitoring and Feedback Mechanism: Provide a mechanism for tracking vaccination coverage and gathering parent input. Utilize this data to handle issues and continuously improve marketing tactics. Transparency in feedback loops promotes trust and shows a dedication to continuous improvement.

Conclusion: Promoting newborn vaccination drops as a social cause entails thoughtfully addressing the community's and parents' goals and concerns. The goal is to spark a movement that promotes immunisation as a shared obligation and emphasises the health of infants by fusing educational efforts, emotional appeals, and useful rewards. Utilizing community involvement, technology, and influencers guarantees a comprehensive strategy and cultivates a mindset where vaccination is not only a health intervention but also a shared commitment to the welfare of coming generations.

Q2) Has there been a recent Corporate Crisis that you feel you would/could have handled better in terms of Public Relations and Management? Discuss it in detail. – what was the crisis situation, what did the company do, what strategy you would have designed and how would it have been better?

Ans) The recent corporate crisis happened recently is – “The Adani Crisis: A Missed Opportunity for Better Public Relations and Crisis Management.”

The huge Indian company Adani Group was thrown into a serious crisis in January 2023 when short-seller Hindenburg Research released a study claiming accounting fraud, stock manipulation, and the usage of offshore shell companies. There were definitely instances where the corporation's public relations and management tactics could have been more successful, even though the company has refuted all of the accusations and the situation has developed over time.

The Crisis Situation:

A significant sell-off of Adani equities ensued as a result of Hindenburg's research, severely undermining the company's market value and casting doubt on its accounting and business operations. The company's reputation and brand image were negatively impacted by the issue, which also garnered a great deal of public and media attention.

Adani's Response:

The Adani Group reacted defensively to the crisis at first. They obtained legal counsel, publicly refuted Hindenburg, and published forceful denials against the accusations. But the absence of transparency and hard data in their communication increased public suspicion and undermined their authority.

A Missed Opportunity:

The Adani crisis presented a missed opportunity for the company to demonstrate proactive crisis management and effective public relations. Here's what could have been done differently:

1) Early Transparency and Proactive Communication:

i) Immediate Press Conference: A transparent and open press conference could have addressed the concerns immediately, offering factual information and exhibiting leadership, rather than issuing written statements.

ii) Independent Audit: Commissioning an independent audit by a reputable firm could have addressed concerns about financial irregularities and bolstered the company's claims of transparency.

iii) Engaging with Stakeholders: Holding open discussions with investors, analysts, and media could have fostered trust and understanding, mitigating the negative impact.

2) Leveraging Social Media and Digital Communication:

i) Direct Communication Channels: Establishing direct communication channels like dedicated websites or social media accounts could have facilitated information sharing and crisis updates.

ii) Fact-Checking and Rebuttal: Utilizing social media to debunk misinformation and address specific allegations in a timely manner could have countered negative narratives.

iii) Community Engagement: Engaging with the online community through Q&A sessions and open discussions could have fostered understanding and addressed public concerns directly.

3) Long-Term Reputation Building:

i) Investing in Corporate Governance: Implementing robust corporate governance practices and strengthening internal controls could have prevented the crisis in the first place.

ii) ESG Commitments: Enacting strong environmental, social, and governance (ESG) policies could have improved the company's image and mitigated the impact of negative publicity.

iii) Community Engagement and Social Responsibility: Actively engaging with communities and investing in social responsibility initiatives could have built trust and goodwill, providing a stronger foundation during crisis situations.

Conclusion: In today's hyperconnected society, the Adani crisis emphasises the value of crisis management and excellent public relations. Even if the business has overcome the initial setback, there are still important takeaways from the incident for other companies. Organizations can effectively navigate crises and emerge stronger than before by placing a high priority on transparency, proactive communication, and long-term reputation building.

It's crucial to remember that our research relies on data that is readily available to the public and cannot conclusively assess how well Adani's crisis management tactics are. Since the situation is still changing, it is critical to keep an eye on upcoming events and assess the crisis's long-term effects.

Q3) Here is a hypothetical situation: ‘Son of a famous film star is being launched in a new movie. A Press Conference has been called today on occasion of the Mahurat Shot.’ Write a Press Release for the journalists attending the conference. What would you include in their Press Kit?

Ans) [Embargoed until Mahurat Shot]

For Immediate Release

20-11-2004

Zen, Son of Renowned Film Star, Set to Debut in ‘Khwaish’ – Press Conference Announcement

Delhi, Noida - Nov. 20, 2004: With great pleasure, Khan Productions presents the Mahurat Shot of the eagerly awaited movie "Khwaish," which will include the screen debut of Zen, the gifted son of a well-known actor, whose rise to prominence has been long anticipated. To commemorate this historic occasion and offer details about this intriguing cinematic endeavour, a press conference is planned for today.

Event Details:

Date:

Time: [Time of the Press Conference]

Venue: [Venue Details]

About ‘Khwaish’:

"Khwaish" is an engrossing storey about love, dreams, and goals. It takes place in the midst of a busy city, where a fortuitous meeting between two strangers starts a series of events that reveal secrets and upend long-held notions. They set out on an unexpected journey as their lives merge, one that puts their fortitude, friendships, and very existence to the test. Audiences are gripped from the very last frame by a storey that skillfully navigates the complexities of human connections and features a collision of love, treachery, and redemption. Arun Kashyap is the director and Khan Production is the producer of the movie. Its gripping storey and outstanding performances are sure to enthral viewers.

Introduction of Zen:

Zen, the son of a well-known actor, is making his feature film debut in "Khwaish." There is a lot of excitement surrounding his debut in the film industry because of his love for acting and commitment to the trade. It is expected that Zen's performance in "Khwaish" would make a significant contribution to the film industry.

Press Conference Agenda:

Key details about Zen's acting career, the film's plot, and the director and producers' vision will be revealed during the press conference. Participants will have the chance to speak with Zen, the director, and other well-known figures connected to the movie.

Press Kit Contents:

Film Synopsis: Detailed overview of ‘Khwaish’ without revealing spoilers.

Zen’s Biography: A profile highlighting Zen’s background, interests, and journey into the film industry.

Director’s Vision: Insights from the director about the film’s narrative and thematic elements.

Production Notes: Background information about the production, crew, and filming process.

High-resolution Images: Stills from the Mahurat Shot, behind-the-scenes glimpses, and promotional visuals.

Contact Information: Details for media inquiries, interviews, and further information.

Attendance Information: Journalists, photographers, and media representatives are cordially invited to attend this exclusive event. Please RSVP by 28/11/2004 to ensure your participation.

Arizona Productions looks forward to sharing this momentous occasion with esteemed members of the press and the industry, as Zen embarks on his cinematic journey in ‘Khwaish.’

For media inquiries or further details, please contact:

Rayn Lopez

+91-6512354898

www.khanfilmproductions.com

-ENDS-

Note to Editors:

This press release is provided under embargo until the Mahurat Shot of ‘Khwaish.’ Please refrain from publishing or distributing this information until the specified time. Thank you for your cooperation.

Q4) Social Media influencers have become an integral part of any marketing strategy. Explain in detail, the ‘Influencer Marketing and its relevance in the current times.

Ans) By utilising people's reach, authenticity, and influence on social media platforms, influencer marketing has become a potent and essential part of contemporary marketing methods. Due to the rise of social media, changing consumer behaviour, and the demand for more relatable and authentic brand connections, its relevance has greatly increased in the modern era.

a) Authenticity and Relatability: Nowadays, customers look for genuineness in their brand relationships. Influencers provide a genuine and accessible voice because they are frequently viewed as peers as opposed to typical celebrities. Influencer recommendations are more powerful than traditional ads because of their capacity to provide content that connects with their audience and builds trust.

b) Targeted Reach: Influencers can help marketers target particular interest groups or demographics because of their varied and niche followings. Influencers with a devoted following who have a shared interest in beauty, fitness, technology, travel, or other topics allow marketers to target specific audience segments with precision.

c) Social Proof and Credibility: Influencers have access to social proof, which is proof that other people think highly of a company or item. Their competence, familiarity, or experience in a certain field serves as the foundation for their credibility. An influencer's endorsement of a good or service gives the brand legitimacy and confirms to customers the usefulness or quality of the offering.

d) Engagement and Interaction: Promoting interaction is one of influencer marketing's main advantages. Influencers communicate with their audience on a regular basis by answering questions, holding live events, and producing interesting material. Establishing a sense of community around the company and providing direct feedback are two ways that this two-way communication improves ties between brands and consumers.

e) Adaptability and Creativity: The key to successful influencer marketing is being creative and flexible. Influencers are skilled at producing a variety of content types, such as blog articles, live streams, and videos, to fit the tastes of their audience and complement business messaging. Because of this adaptability, marketers may test out a variety of content initiatives.

f) Measurable Impact: Measuring the effectiveness of marketing initiatives is essential in the digital sphere. Measurable indicators are available for influencer marketing, including follower growth, engagement rates, click-through rates, and conversion rates. By using these indicators, brands can adjust their strategy based on insights gained about the efficacy of their campaigns.

g) Rise of Micro-Influencers: Micro-influencers, who have smaller but very engaged audiences, are becoming more popular, even while macro-influencers with millions of followers continue to have a lot of power. Micro-influencers are a desirable choice for marketers looking to run focused and economical campaigns because they frequently have greater essngagement rates and provide more affordable partnership opportunities.

h) Navigating Challenges: Marketing using influencers is not without its difficulties. Credibility can be impacted by problems like influencer fraud, phoney followers, and an excessive amount of sponsored content. In response to these obstacles, brands are putting more emphasis on authenticity, favouring long-term collaborations over one-time agreements, and giving priority to sincere relationships between influencers and their audience.

Conclusion: There is no denying the importance of influencer marketing in the modern era. A brand's marketing arsenal can't be complete without it because of its powerful capacity to harness authenticity, target specific groups, develop credibility, and drive interaction. Influencer marketing is expected to keep changing as social media does, providing brands with fresh approaches to meaningfully and significantly engage with their consumers.

Q5) A new shampoo is to be launched. Decide a Brand name for the shampoo. Prepare a strategic marketing plan for its launch, specifying the use of Advertising, Direct Marketing, Personal Selling and Public Relations.

Ans) Brand Name: Loreal

Strategic Marketing Plan for Loreal Shampoo Launch

a) Advertising:

1) Targeted Campaigns: Reach a large audience by making use of digital advertising and social media channels. Create aesthetically pleasing and educational advertisements that highlight the distinctive qualities of Loreal, such as its use of natural components or customised formulae for a range of hair types.

2) Traditional Media: Incorporate TV commercials and print ads in beauty and lifestyle magazines to increase brand visibility among a broader demographic.

3) Influencer Collaborations: Partner with beauty influencers and haircare experts to create sponsored content, reviews, and tutorials featuring Loreal. Leverage their credibility to endorse the product authentically to their followers.

b) Direct Marketing:

1) Email Campaigns: You should create a targeted email campaign if you want to interact with potential clients. You can offer customers exclusive discounts, early access, or product samples to entice them to subscribe and make purchases.

2) Samples and Trials: Distribute free samples or trial-sized bottles through beauty subscription boxes, salons, or online purchases. Encourage users to share their experiences on social media platforms using a dedicated hashtag to create buzz.

c) Personal Selling:

1) In-Store Demonstrations: Work together with retail partners to organise pop-up events or in-store demos. Teach salespeople to highlight Loreal's advantages and provide tailored advice based on each customer's unique hair demands.

2) Online Chat Support: It would be beneficial to incorporate a live chat tool onto the website in order to assist clients with product inquiries, offer advise on haircare, and direct them through the process of making a purchase.

d) Public Relations:

1) Press Releases: Send out press releases showcasing Loreal's novel formula, eco-friendly packaging, or any other unique selling points to beauty and lifestyle magazines (USPs). Highlight the advantages of the product and the brand's dedication to excellence.

2) Launch Event: Organize a private launch party and invite influential people, media figures, and industry insiders. Construct an immersive environment that highlights the benefits of Loreal, complete with expert panels, interactive exhibits, and live demos.

3) Brand Ambassadors: Choose brand ambassadors who share Loreal's philosophy and brand image. Through interviews, social media posts, and public appearances, these brand ambassadors can promote the product and increase its visibility and credibility.

e) Overall Strategy:

1) Differentiation: To set Loreal apart from its rivals, it's critical to emphasise its distinctive qualities, which include its use of natural ingredients, its dedication to sustainability, and its focus on hair health and shine.

2) Omni-channel Approach: It is crucial to seamlessly integrate marketing initiatives across a range of platforms to ensure that the brand's message is constant and to maximise the audience that is reached.

3) Customer Engagement: Promote the production of user-generated content by holding online competitions or challenges. In order to provide them with the chance to be included on the brand's numerous channels, customers should be encouraged to share their experiences with Loreal.

4) Data Analytics: Data analytics can be used to assess the efficacy of marketing strategies as well as to optimise campaigns and improve targeting based on consumer behaviour and input.

During the Loreal launch, the company will give top priority to building a connection with the target audience, establishing credibility, and raising brand recognition. Loreal aims to become a highly sought-after brand in the fiercely competitive haircare industry by employing a wide range of marketing platforms and prioritising consumer engagement.