IIM CALCUTTA Summer placement report_2014
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Summer placement report of IIM Calcutta 2014
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Strengthening the emotional impact of product experiences through visceral, behavioral, and reflective design.Reviving Kerala Toddy | IIMC | MTCI
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This document provides an overview of the tyre industry in India and Apollo Tyres' position within it. It summarizes insights from primary research interviews with Apollo sales managers, tyre dealers, and truck fleet owners. Key findings include: Apollo follows a fixed discount structure, while competitors offer increasing discounts based on volume; dealers prefer Apollo's structure as it benefits small and large dealers equally. Fleet owners prioritize durability, credit terms, and timely delivery when choosing tyres. The document also outlines motivators and barriers for dealers and fleet owners in selling or purchasing Apollo Tyres. It proposes strategies like expanding the dealer network and conceptualizing a fleet management system to increase Apollo's market share.
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Lakme Fashion Week aims to take fashion and beauty trends to India in a cost-effective way. The document proposes conducting secondary Lakme Fashion Week events in cities across India to increase awareness and engagement. These events would include competitions like ramp walks and designing contests. Winners would receive passes to the primary Lakme Fashion Week in Mumbai. Digital strategies are also suggested, like a mobile app for live streaming, contests and discounts. TV ads are proposed to showcase models' journeys and bust myths about modeling. The goal is to leverage Lakme Fashion Week to promote Lakme's brand and products nationwide.Shopping Groups | IIMC | Consumer Behaviour
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This document discusses reference groups and their influence on consumer product choice decisions. It defines reference groups as groups that people refer to when evaluating themselves, and notes that reference groups can influence behavior through informational, normative, and identification influences. The document then examines different types of reference groups (membership vs non-membership, positive vs negative influence) and how marketers can approach reference groups through advertising, product trials, and point-of-sale strategies to influence consumer shopping groups.Vivel: Integrated Marketing Communication Report | IIMC | IMC
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Vivel is ITC's personal care brand that targets the popular middle segment of the Indian soap and shampoo market. It offers multiple variants of soap and shampoo. Vivel Di Wills targets the upper middle class with slightly premium soaps, while regular Vivel offers affordable products to the middle class. ITC leverages its strong distribution network to ensure wide availability of Vivel. Bollywood actress Kareena Kapoor promotes the brand. The brand focuses on nourishment, protection and hydration to position itself against market leaders HUL and P&G.
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The document discusses several advertisements and their portrayal of gender and sexuality. It analyzes ads from Coca-Cola, Google, Starbucks, Motorola, Pantene, and Barbie. The Coca-Cola and Google ads received positive ratings for depicting LGBT characters in realistic ways without stereotypes. However, the Google ad was also criticized for reinforcing the stereotype that masculinity is defined by physical strength. The Starbucks ad used drag queens but was criticized for portraying them as clowns. The Motorola Super Bowl ad received negative attention for using sex and gay stereotypes to sell its product. The Pantene and Barbie ads tackled gender stereotypes and encouraged women's empowerment.Storytelling in Marketing | IIM Calcutta | MTCI
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Coca-Cola aims to shift from creative excellence to content excellence by 2020. They will develop content that improves the world and people's lives while also achieving business goals. Coca-Cola wants to use stories and content from consumers to increase engagement and brand reach through videos that spark conversations and earn a place in popular culture.Disruptive Content Business Models | IIM Calcutta | SEMM
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