Description

Integrated Marketing Communications
December 2023 Examination

Q.1) A looks into ‘Barbie’s’ $150-million genius marketing campaign:
No one walking into the theater actually knew what the Barbie movie was going to be
about, but everyone went anyway—dressed in pink.
The phrase “Barbie is everything” is true. Barbie pink and the iconic logo have been
practically everywhere and on everything since Warner Bros. dropped a first look in
April 2022 of Margot Robbie as Barbie sitting in her pink convertible. It’s estimated
that over
$150 million was spent on the film’s marketing campaign, more than its production
budget of $145 million, Vanity Fair reported.
Barbie marketing included everything from an Airbnb Barbie DreamHouse rental and
a Barbie boat cruise on the Boston Harbor, to pink burgers at Burger Kings in Brazil
and Progressive insurance commercials.
More traditional marketing came in the forms of teaser trailers reminiscent of 2001: A
Space Odyssey, Times Square billboards, and an Instagram countdown to opening
night.
“I won’t comment on the budget,” Josh Goldstein, Warner Bros. president of global
marketing, told Vanity Fair. “The reason people think we spent so much is that it’s so
ubiquitous. That’s a combination of paid media and how many partners came to play
with us. Because it pierced the zeitgeist, it has the impression that we spend so much. In
fact, we spent responsibly for an event movie.”
Elaborate on how has Barbie Movie has successfully Incorporated the AIDA Model of
Advertising from the mentioned campaign (10 Marks)
Ans:
Introduction
In the dynamic world of marketing and marketing, wherein creativity and innovation are
paramount, the Barbie movie’s $150 million marketing campaign is a shining instance of
strategic brilliance. The artwork, interest, choice, and motion (AIDA) model is an essential
framework in advertising, outlining the stages a patron goes through before buying. This
essay explores how the Barbie film marketing campaign meticulously carried out the AIDA
version to generate curiosity, captivate interest, stimulate desire, and incite movement
amongst its target audience.
Concept & Application
1. Attention (Art)
The AIDA model initiates with grabbing attention, which the Barbie marketing campaign
excelled at. The revelation of Margot Robbie as Barbie, seated in her iconic pink convertible,
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Q.2) you are appointed as a Manager to overview the Marketing aspects of the new line
of IPhone 15 series. You are expected to design a unique Service marketing Mix for the
new lineup. (10 Marks)
Ans:
Introduction
The iPhone 15 series is poised to be a game-changer in the smartphone market. Because I am
the appointed manager overseeing the advertising components of this new lineup, I am
thrilled to provide a unique carrier advertising blend explicitly tailor-made for this
groundbreaking product range.
Concept & application
Apple Inc. has constantly been at the forefront of innovation, putting new layouts, eras, and
personal enjoyment standards. The iPhone 15 series keeps this subculture by pushing the
limits of what a smartphone can do. In this comprehensive marketing approach, we can

Q.3) Nuclear families, urban rush to boost retail sales
India is expected to be the world’s third-largest consumer market by 2030, trailing
behind China and the US, with 65% of the country’s population remaining the key
consuming cohort of 15-59 years.
CEOs from leading FMCG companies told TOI they expect the emergence of nuclear
families to boost demand for products premium detergents.
Several studies have shown how urbanisation is going to accelerate, thus bolstering
demand for consumer products. Now, a report by Deloitte shows how this trend will
also drive the retail sector. By 2030, India is set to add 110 million middle-income
households (currently at 190 million) and 14 million high-income households (at 15
million now). It defines middle-income households as those earning between Rs 3-30
lakh per annum,
while high-income category makes over Rs 30 lakh
In a recent interview with TOI, Nitin Paranipe, chairman, Hindustan Unilever (HUL),
said urbanisation (percentage of the population staying in urban areas) is a big trend
that can boost consumption. “When somebody moves from a joint family to a nuclear
family, the consumption of that household grows by 20%,” he said.

a. Taking the above case in hand, what can be barriers to an IMC campaign? (5 Marks)
Ans :
Introduction:
Creating an integrated marketing communication (IMC) campaign for consumer products
targeting the evolving consumer market in India, as mentioned in the provided scenario,
involves understanding the market dynamics, consumer behaviors, and potential obstacles
that would impact the campaign’s success. Beneath, I can outline the potential barriers to an

b. “Several studies have shown how urbanisation is going to accelerate, thus bolstering
demand for consumer products.” How can HUL accelerate its product growth using the
STP Analysis? (5 Marks)
Ans:
Unleashing Growth: HUL’s STP Strategy in India’s Evolving Consumer Landscape
Introduction:
In the fast-evolving customer market of India, Hindustan Unilever (HUL) stands at the
forefront, navigating through a dynamic landscape characterized by fast urbanization, the
emergence of nuclear families, and an expanding center and excessive-income population.
This necessitates a strategic approach that aligns with the shifting demographics and
consumer behaviors. One strategic framework that can resource HUL in capitalizing on those