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Integrated Marketing Communications-NMIMS Dec-16

Integrated Marketing Communications-NMIMS Dec-16

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Case Study for question 1 and 2:


Q1. Explain various elements of promotion mix that you will use for newly launched product “Lite Air Fryer”. The price of product is Rupees 8000/-. The USP of the product is that it consumes 80% less oil when compared with traditional method of frying. The company is offering 5 years warranty on the same. Some additional features are:

  • Timer with ready signal and auto shutoff
  • Cord storage keeps kitchen surface neat and tidy
  • Dishwasher-safe parts for easy cleaning
  • Adjustable temperature control for the perfect result
  • Rapid air technology fries the tastiest food without the oil
  • Recipe booklet full of inspiring recipes and tips and tricks (10 Marks)


Q2. Prepare Keller¡¦s CBBE pyramid for the above given brand “Lite Air Fryer¡”. Explain all the elements of CBBE model with reference to the product in consideration. (10 Marks)



Q3. Explain your view on the given below statements:

a. "There is no difference in Linear Communication and two way communication process"(5 Marks)

b. Radio advertising is not effective in today’s marketing environment” (5 Marks)


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