Description

Integrated Marketing Communications
June 2024 Examination
1) Why did Nokia lose its market share? What were the reasons for the failure and what
were the consequences? (10 Marks)
Ans 1.
Introduction:
Nokia, once hailed as a titan in the mobile phone industry, experienced a dramatic decline in
market share that reverberated throughout the telecommunications landscape. From
commanding a dominant position with its iconic brick phones to struggling in the era of
smartphones, Nokia’s journey is a compelling narrative of rise and fall in the fast-paced world
of technology. This examination aims to delve into the core reasons behind Nokia’s loss of
market share, shedding light on the multifaceted factors that contributed to its downfall.
Understanding these factors not only offers valuable insights into Nokia’s strategic missteps
but also provides a broader understanding of the challenges faced by companies navigating
disruptive industry shifts. From failing to innovate and adapt to changing consumer
preferences to grappling with intense competition and strategic errors, Nokia’s story
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2) You are supposed create an ad for a jeweler brand Kalyan Jewelers using a powerful
punch line and creating an ad? What is that line that you are thinking of which they can
use in their TV and print/digital ads? (10 Marks)
Ans 2.
Introduction:
In the world of advertising, crafting a compelling punchline is akin to creating a
masterpiece—a few carefully chosen words that encapsulate the essence of a brand, leaving a
lasting impact on the audience. The task at hand is to create an advertisement for Kalyan
Jewelers, a renowned jeweler brand, that not only captivates attention but also resonates with
the brand’s values and ethos. The power of a punchline lies in its ability to evoke emotions,
spark curiosity, and forge a connection with the audience. As we delve into the intricacies of
this task, we’ll explore the essence of Kalyan Jewelers and unearth a punchline that has the
potential to elevate the brand’s presence in both TV and print/digital ads.
Concept and application
To create an effective advertisement for Kalyan Jewelers, it’s crucial to understand the brand’s
3) Case Study
Honda relaunches Amaze with a tuck and a tweak
Over the years, Honda has burnished a reputation for itself that sits on three core
pillars. Its cars are reliable, exciting to drive and will not burn a hole in the pocket when
it comes to repairs and maintenance.
In the subcontinent where Honda’s ride over the last two decades has been a mixed bag
of hits and misses, the Japanese company that’s famed for its prowess in engineering has
managed to get at least two things right every time. Its most recent launch, the Amaze –
a compact sedan that is priced competitively and is perfect for busy cities-looks like it
has been modified since its last launch in 2018.
With a few tweaks, the Amaze looks like a brand-new car, something Honda is adept at
achieving. The front is stronger, more square-jawed and bears a strong resemblance to
its elder sibling-the Honda City. This is a good thing given that it’s cost at the entry level
is almost half of the city. The rear, too, has been carved into a more sculpted and
definite shape, giving the Amaze a truly sedan-like identity of its own, a departure from
the old Amaze that looked too much of a cross between a hatchback and a sedan. Inside,
the Amaze feels larger than it is owing to its features and gadgetry. An infotainment
screen, steering-mounted controls, well-designed air vents, storage, and compartments
for cups and water bottles are all thoughtfully in place. The car’s dashboard is
reminiscent of the Old City or even the Civic.
However, Honda ought to be focusing on one area to improve-the gearshift. A manual
stick shift placed in a faux-leather-like bag is outdated and could do with a modern
replacement for at least two reasons; that it feels light and toy-like; and that it does not
age well and its numbers get scratched off easily with time. In addition, the feeling of
being locked into gear is not substantial.
The seating, both front and rear, is comfortable, thanks to ample legroom and highquality
materials. Honda could, however, throw in air-con vents at the back, too.
The car is powered by Honda’s 1.2L i-VTEC petrol engine and 1.5L i-DTEC diesel
engine, available in manual and CVT versions for both fuel options.
It is key to note that the Amaze is Honda’s strategic entry model, specially developed for
the Indian consumer. Honda claims to have achieved 95 per cent localization for the
Amaze in terms of local parts and components, which goes to say that the cost
of ownership is likely to be more affordable as compared to its foreign competitors.
That’s also a reason why close to half a million cars have sold since it was first
introduced in 2013.
Questions
a) How has Honda done the makeover of its car Amaze and what are the changes you
expect as a customer to be made in the car. How is it priced and what do you think of
the strategy? (5 Marks)
Ans 3a.
Introduction:
Honda’s relaunch of the Amaze has sparked intrigue and anticipation among automotive
enthusiasts, promising a refreshed take on the compact sedan. With a reputation built on
reliability, driving excitement, and affordability, Honda aims to redefine the Amaze with a
blend of style, functionality, and cost-effectiveness. Let’s delve into the makeover of the
Amaze, exploring the changes made and the expectations customers may have regarding
b) What are the features in the car and what do you think that Honda should add in
this car to make it more marketable and how should they make an advertisement for
the same to be put in the television and digital platform? (5 Marks)
Ans 3b.
Introduction:
The Honda Amaze boasts several features that cater to the needs and preferences of
consumers in the compact sedan segment. However, to further enhance its marketability,
Honda may consider incorporating additional features that align with evolving consumer
demands. Crafting an advertisement for the Amaze to be showcased on television and digital
platforms presents an opportunity to highlight these features and position the car as a