1. HDFC insurance advertisement is about a husband and family with their newborn baby.

For the above

advertisement identify the core value of Indian culture most relevant to their purchase and use. (10 marks)

2. Tanzy – a UK based bike manufacturer wants to launch its new product in India. Design a communication and
advertising strategy based on Hofstede’s dimensions of national culture. (10 marks)

3. How does Dove's “#StopTheBeautyTest" depict perceptual interpretation? What role does it play in increasing a
company’s market share?

4. Describe how ‘ZOOM’ use knowledge of a) Relative Advantage b) Compatibility c) Complexity d) Trialability
e) Observability to speed up the acceptance of video communication speci cally during COVID – 19.

5. Design and describe an ad campaign each for Visualizer and Verbalizers for your choice of product?

6. Identify and explain what type of innovation Goodnight tried through "Goodnight Patches" and describe its
diffusion process. What would be the characteristics of the people who adopter and non-adopters. (10 marks)

7. Two manufacturers of men's clothing launch a national advertising campaign. One directs the campaign to value-
expressive attitudes toward men's as clothing. The other directs advertising to ego-defensive attitudes.
(a) What differences may result from the two campaigns? (b) To what consumer types would each campaign appeal?

8. A company is introducing a new line of instant baking products designed to facilitate the preparation of more
complicated recipes for breads, cakes, and pies. (10 marks)
(a) Should the company segment its line so that one set of products is directed to higher social classes and another to
lower social classes? (b) How would the advertising campaigns to each group differ?

9. Socialization is the way in which a culture is passed on to new members. Compare how you, in one aspect of life,
have been socialized by the family in which you were raised and the education you have received. Consider value
patterns, beliefs, and behaviours. Has the mass media affected your socialization! (7 marks)

10. Think of your favorite restaurant. Analyze the ambience of the restaurant by focusing on its visual features (interior
decor, lighting, seat arrangement), auditory features (the type and loudness of music, customer noise), olfactory
features (food aromas), and tactile features (tablecloths, napkins, seat upholstery). How are customers' sensory
perceptions likely to affect their overall image of the restaurant? (8 marks)

11. Suraj is planning a business trip to America, and it is his rst time doing business in that country. Discuss some
value differences between Indian and American culture that are most relevant to him in a business meeting situation.

12. Does Culture in uence the purchase pattern of given target audience? (7 marks)

13. The advertisement is set in a classroom scenario, where the students give the professor a scrapbook and in it is a
titan watch. (20 marks)
(a) The changing lifestyles has made gifting a very important part of Consumer Behaviour, especially in urban markets.
Which pattern of gifting has been showcased in the given advertisement? Explain the dynamism of buying gifts.
(b) How does Titan Watch Theme Music affect Advertisement effectiveness?

14. You are a marketing manager of a National Airlines Brand that is losing its market share. (10 marks) Design a sales
promotion that has its core the concepts of: (a) Classical Conditioning (b) Instrumental Conditioning

15. On 3rd March 2022, while addressing a webinar on "Make in India for the World" by Department for Promotion of
Industry and Internal Trade (DPIIT) our Prime Minister Narendra Modi said that our industries should talk about 'vocal
for local' and 'Make in India' in their product advertisements. How do you think will this affect the Ethnocentrism in
today's youth? Explain in detail with respect to any sector of your choice. (10 marks)

16. Design a Marketing Mix for a multinational company who wish to establish itself in Asian Market. (10 marks)

17. Sunali bought an MBE 8 Series car to celebrate her promotion but later found it wasn't fuel-ef cient, con icting
with her values as a sustainability blogger. Do you think she would be dissatis ed with the model she purchased?
Why would she be dissatis ed? What would she do about it, and what would be the outcome? Before the purchase,
what, if anything, could the seller have done to help prevent her dissatisfaction? (10 marks)

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 reliability and durability of Tanzy bikes can reassure consumers and mitigate perceived risks associated with
purchasing a new product.
5. Long-Term Orientation: Indian culture values tradition, long-term relationships, and perseverance. Tanzy can
emphasize the heritage and craftsmanship of its bikes to appeal to these values. Advertising campaigns can highlight
the brand's commitment to quality, innovation, and sustainability, positioning Tanzy as a trusted and reputable choice
for consumers looking for long-term investments. Incorporating elements of tradition while also showcasing
technological advancements can appeal to both traditional and forward-thinking consumers in India.
6. Indulgence vs. Restraint: India tends to lean towards restraint, emphasizing modesty, frugality, and self-discipline.
Tanzy should position biking as a ful lling and enjoyable activity that aligns with values of health, sustainability, and
personal growth. Advertising content can focus on the holistic bene ts of biking, including physical tness,
environmental consciousness, and mental well-being. Emphasizing the value proposition of Tanzy bikes in terms of
durability, ef ciency, and affordability can appeal to Indian consumers' desire for practical and responsible
consumption choices.

By integrating these cultural dimensions into its communication and advertising strategy, Tanzy can effectively
connect with the Indian market, resonate with consumers' values and preferences, and establish a strong brand
presence in India.

3. How does Dove's “#StopTheBeautyTest" depict perceptual interpretation? What role does it play in
increasing a company’s market share?

Dove's "#StopTheBeautyTest" campaign effectively depicts perceptual interpretation by challenging and reshaping
societal perceptions of beauty. The campaign addresses the widespread issue of beauty standards and the harmful
impact of beauty tests on individuals' self-esteem and con dence. By presenting real-life scenarios and testimonials,
Dove highlights the negative consequences of beauty tests and encourages viewers to question and reconsider their
perceptions of beauty.

Perceptual interpretation refers to the process by which individuals make sense of sensory information based on their
personal experiences, beliefs, and cultural background. In the case of the "#StopTheBeautyTest" campaign, Dove
aims to in uence how viewers perceive beauty by presenting alternative narratives and challenging conventional
norms.

The campaign features a diverse range of individuals sharing their experiences of being judged based on arbitrary
beauty standards. Through emotional storytelling and relatable anecdotes, Dove prompts viewers to empathize with
the impact of beauty tests on people's lives and encourages them to rethink their own perceptions of beauty. By
reframing beauty as a diverse and inclusive concept, Dove seeks to reshape societal attitudes and promote
acceptance and appreciation of all forms of beauty.

In terms of increasing market share, Dove's "#StopTheBeautyTest" campaign plays a signi cant role in strengthening
the brand's positioning and differentiation in the beauty industry. By aligning itself with a socially conscious message
that resonates with consumers' values and beliefs, Dove enhances its brand image as a champion of inclusivity and
empowerment. This, in turn, cultivates stronger emotional connections with consumers, fostering brand loyalty and
advocacy.

Furthermore, the campaign's emphasis on diversity and authenticity appeals to a broader audience, including
individuals who may feel marginalized or overlooked by traditional beauty standards. By celebrating diversity and
promoting self-acceptance, Dove creates a more inclusive brand identity that attracts a diverse range of consumers.

Additionally, the campaign's positive impact on societal attitudes towards beauty can lead to increased consumer
trust and loyalty. Consumers are more likely to support brands that demonstrate a genuine commitment to social
responsibility and contribute to positive social change. By taking a stand against beauty tests and promoting a more
inclusive de nition of beauty, Dove earns credibility and goodwill among consumers, ultimately driving sales and
market share growth.

In summary, Dove's "#StopTheBeautyTest" campaign effectively leverages perceptual interpretation to challenge and
reshape societal perceptions of beauty. By advocating for inclusivity and empowerment, Dove strengthens its brand
positioning and differentiation, leading to increased consumer trust, loyalty, and market share.

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 1. Visual Appeal: The visuals for this campaign will be vibrant and dynamic, showcasing colorful graphics, interactive
learning modules, and engaging animations. Scenes of virtual classrooms, language ashcards, and interactive
exercises will be highlighted to capture the attention of visual learners.
2. Immersive Learning Experience: The ad copy emphasizes the platform's immersive learning experience, where
users can explore virtual environments, interact with multimedia content, and engage with real-life scenarios to
enhance their language skills. Phrases like "Step into a world of language" and "Embark on a visual journey to
uency" evoke a sense of adventure and excitement.
3. Personalized Learning: The campaign highlights the platform's ability to personalize learning paths based on
individual preferences and progress. Messages such as "Tailored just for you" and "Unlock your language potential
with personalized lessons" convey the idea of customized learning experiences that cater to visual learners' needs
and preferences.
4. Social Proof: Testimonials and success stories from visual learners who have bene ted from the platform will be
prominently featured to provide social proof and build trust. Quotes like "I never knew learning could be this fun!"
and "Visualizing my progress motivated me to keep going" reinforce the effectiveness of the platform for visual
learners.
5. Call to Action: The campaign encourages visual learners to "See your language skills soar" by signing up for a free
trial or downloading the app to start their language learning journey today. A clear and compelling call to action
prompts viewers to take immediate action and experience the bene ts of the platform for themselves.

Ad Campaign for Verbalizers: "Speak Your Way to Fluency"

Introduction: The ad campaign for verbalizers focuses on the verbal and auditory aspects of language learning,
highlighting the platform's emphasis on speaking and communication skills.

1. Engaging Narration: The campaign video opens with a captivating voiceover that sets the tone for the ad. The
narrator speaks in a clear and expressive tone, captivating verbalizers' attention and drawing them into the message.
2. Interactive Conversations: The visuals for this campaign showcase scenes of virtual language exchanges, live
conversations with native speakers, and interactive speaking exercises. Verbalizers are encouraged to "Immerse
yourself in conversation" and "Practice speaking in real-time" to develop their language skills effectively.
3. Voice Recognition Technology: The ad copy emphasizes the platform's advanced voice recognition technology,
which provides instant feedback on pronunciation and uency. Messages like "Perfect your accent with precision" and
"Speak con dently with real-time feedback" appeal to verbal learners' desire for accurate pronunciation and effective
communication.
4. Community Engagement: The campaign highlights the platform's vibrant community of language learners and
enthusiasts who come together to practice, share resources, and support each other's language learning journey.
Quotes from community members such as "Join a community that speaks your language" and "Learning together is
better" emphasize the sense of camaraderie and collaboration fostered by the platform.
5. Call to Action: Verbalizers are encouraged to "Speak your way to uency" by signing up for a free trial or joining
the platform's community of learners. A clear and compelling call to action prompts viewers to take action and
experience the bene ts of the platform's speaking-focused approach to language learning.

In summary, these ad campaigns tailor their messaging and visuals to appeal to the distinct learning preferences of
visualizers and verbalizers. By highlighting different aspects of the language learning platform, each campaign
effectively engages its target audience and encourages them to take action towards achieving their language
learning goals.

6. Identify and explain what type of innovation Goodnight tried through "Goodnight Patches" and describe its
diffusion process. What would be the characteristics of the people who adopted it rst and what type of
people did not adopt it. (10 marks)

"Goodnight Patches" represents an innovation in the form of a sleep aid product that deviates from traditional
methods such as pills or sprays. These patches are designed to be applied to the skin before bedtime, releasing
soothing scents that promote relaxation and better sleep quality. This innovation can be categorized as a product
innovation within the context of the sleep aid market.

Diffusion Process:
1. Awareness: The diffusion process begins with the introduction of Goodnight Patches to the market through
various channels such as advertising, social media, and word-of-mouth. Potential consumers become aware of the
product and its bene ts in promoting better sleep.

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• The campaign may also resonate with consumers who seek clothing that re ects their values, beliefs, or
aspirations, such as sustainability, social responsibility, or cultural heritage.
• Psychographic segmentation may be used to target consumers based on their lifestyle, interests, attitudes, and
values, rather than solely on demographic characteristics.

• Ego-Defensive Attitudes Campaign:

• This campaign would appeal to consumers who are motivated by the desire to protect their self-esteem, social
status, or sense of belonging through their clothing choices.
• Target consumers may include individuals who are sensitive to social judgments, peer pressure, or perceived
threats to their self-image and seek clothing that helps them t in, gain acceptance, or avoid negative evaluations.
• The campaign may resonate with consumers who value clothing as a form of social armor or protection against
criticism, rejection, or ridicule.
• Demographic segmentation may be more prevalent in this campaign, targeting consumers based on factors such
as age, gender, income, and occupation, as these characteristics may in uence individuals' susceptibility to ego-
related insecurities and motivations.

In summary, the differences between campaigns directed at value-expressive attitudes and ego-defensive attitudes
toward men's clothing are evident in their messaging, imagery, and target audience appeal. While the value-
expressive campaign emphasizes self-expression, individuality, and lifestyle aspirations, the ego-defensive campaign
focuses on addressing consumers' insecurities, social fears, and the desire for validation or protection of the ego.
Each campaign appeals to distinct types of consumers based on their motivations, values, and psychological needs
related to clothing and self-image.

8. A company is introducing a new line of instant baking products designed to facilitate the preparation of
more complicated recipes for breads, cakes, and pies.
• Should the company segment its line so that one set of products is directed to higher social classes and
another to lower social classes?
• How would the advertising campaigns to each group differ? (10 marks)

Segmenting the new line of instant baking products based on social class may not be the most effective strategy, as it
could lead to exclusion and alienation of potential consumers. Instead, the company should consider segmenting its
line based on different consumer needs, preferences, and usage occasions, regardless of social class.

Reasons Against Segmenting by Social Class:

1. Exclusionary Approach: Segmenting based on social class can be perceived as elitist or discriminatory, potentially
alienating consumers from lower social classes and limiting the reach of the product line.
2. Diverse Consumer Preferences: Social class alone does not determine consumer preferences or baking habits.
People from various social classes may have similar needs for convenience, time-saving solutions, or quality baking
ingredients.
3. Overlooking Market Opportunities: Restricting the product line to speci c social classes may overlook potential
market opportunities and limit the company's growth potential. Many consumers from different social classes may be
interested in convenient baking solutions.
4. Stigmatization: Segmentation based on social class may perpetuate stereotypes and stigmatization associated
with certain income levels, which could have negative implications for the brand's image and reputation.

Advertising Campaigns for Different Consumer Segments:

Instead of segmenting by social class, the company should consider segmenting its line based on consumer needs,
preferences, and usage occasions. Here's how the advertising campaigns could differ for each consumer segment:

1. Busy Professionals/Urban Millennials:

• Campaign Theme: "Bake Anytime, Anywhere”
• Messaging: Emphasize convenience, time-saving, and versatility of the instant baking products for busy lifestyles.
• Imagery: Show urban professionals or millennials baking in modern kitchens, showcasing the ease and simplicity
of using the products in urban settings.
• Channels: Utilize digital platforms, social media, and in uencer marketing to reach tech-savvy consumers who
value convenience and quality.

2. Family/Home Bakers:
• Campaign Theme: "Family Time, Baking Made Easy”

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10. Think of your favorite restaurant. Analyze the ambience of the restaurant by focusing on its visual features
(interior decor, lighting, seat arrangement), auditory features (the type and loudness of music, customer
noise), olfactory features (food aromas), and tactile features (tablecloths, napkins, seat upholstery). How are
customers' sensory perceptions likely to affect their overall image of the restaurant? (8 marks)

"Sale and Pepe" is an Italian restaurant known for its cozy and inviting ambiance, which appeals to customers' sensory
perceptions in various ways:

Visual Features:
• Interior Decor: The restaurant features warm, earthy tones, wooden furniture, and rustic accents that evoke a
sense of Italian charm and authenticity. Italian-themed artwork and décor adorn the walls, creating a welcoming
and intimate atmosphere.
• Lighting: Soft, ambient lighting enhances the restaurant's cozy ambiance, creating a relaxed and comfortable
dining environment. Candlelit tables add to the romantic atmosphere, perfect for couples or special occasions.
• Seat Arrangement: Tables are spaced out adequately to allow for privacy while still maintaining a sense of
intimacy. Booth seating and comfortable chairs contribute to the overall comfort of the dining experience.

Auditory Features:
• Music: Soft, Italian instrumental music plays in the background, setting the mood and enhancing the dining
experience without overpowering conversation. The music adds to the ambiance, transporting diners to the
streets of Italy.
• Customer Noise: The restaurant is bustling with lively chatter and laughter, creating a vibrant and convivial
atmosphere. The sounds of clinking glasses and plates add to the sense of camaraderie and enjoyment among
diners.

Olfactory Features:
• Food Aromas: The restaurant is lled with the irresistible aroma of freshly baked bread, simmering sauces, and
sizzling garlic-infused dishes. The fragrant smells evoke feelings of comfort and anticipation, whetting the
appetite and enhancing the overall dining experience.

Tactile Features:
• Tablecloths/Napkins: Tables are adorned with crisp, white tablecloths and cloth napkins, adding an element of
elegance and re nement to the dining experience. The soft, quality fabric provides a tactile sensation of luxury
and comfort.
• Seat Upholstery: Chairs are cushioned and upholstered with plush fabric, ensuring diners' comfort throughout
their meal. The tactile experience of sitting in a cozy chair adds to the overall sense of relaxation and enjoyment.

Impact on Customers' Overall Image of the Restaurant:

• The sensory perceptions experienced at "Sale and Pepe" contribute signi cantly to customers' overall image of
the restaurant.
• The inviting visual features, soothing auditory ambiance, tantalizing food aromas, and comfortable tactile
sensations create a multi-dimensional dining experience that leaves a lasting impression on diners.
• Positive sensory experiences enhance customers' perceptions of the restaurant, making them more likely to
return and recommend it to others. Conversely, negative sensory experiences, such as harsh lighting or
unpleasant odors, can detract from the overall image of the restaurant and impact customer satisfaction.

In summary, "Sale and Pepe" effectively utilizes sensory elements to create a memorable dining experience that
resonates with customers and contributes to their overall image of the restaurant as a cozy, authentic Italian dining
destination.

11. Suraj is planning a business trip to America, and it is his rst time doing business in that country. Discuss
some value differences between Indian culture and American culture that are most relevant to him in a
business meeting situation.

As Suraj plans his business trip to America, it's essential for him to understand some key value differences between
Indian culture and American culture that could impact his interactions and conduct in a business meeting setting:

1. Hierarchy and Authority:

• In Indian culture, there is a strong emphasis on hierarchy and respect for authority gures. Seniority and age often
command deference and in uence decision-making.

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 4. Cultural In uencers and Trends: Cultural in uencers, celebrities, and trends play a signi cant role in shaping
consumer preferences and purchase decisions. Endorsements from in uential gures or alignment with popular
cultural trends can drive demand for certain products or brands within a target audience. For example, endorsements
by Bollywood stars can signi cantly impact consumer choices in India, while in uencer marketing on social media
platforms like Instagram can sway consumer behavior globally.

5. Cultural Context and Meaning: Products and brands carry cultural meanings and symbolism that resonate with
consumers on a deeper level. Understanding the cultural context and signi cance attached to certain products or
symbols is crucial for effectively positioning and marketing them to speci c target audiences. For example, certain
colors, symbols, or motifs may hold different cultural meanings and associations in various regions or communities,
in uencing consumer perceptions and preferences.

6. Cultural Subgroups and Diversity: Within a given target audience, there may be cultural subgroups or segments
with distinct preferences, traditions, and consumption patterns. Marketers need to recognize and cater to the diversity
within their target audience by understanding the unique cultural in uences and behaviors of different subgroups.
Cultural sensitivity and inclusivity in marketing strategies are essential for effectively engaging diverse consumer
segments.

7. Globalization and Cultural Adaptation: In today's globalized marketplace, cultural in uences transcend
geographical boundaries, leading to the diffusion of cultural practices, preferences, and products across cultures.
Brands often adapt their marketing strategies and product offerings to suit the cultural preferences and sensibilities of
different target markets, leading to hybridized or localized approaches to consumer engagement.

In conclusion, culture profoundly shapes the purchase patterns of a given target audience by in uencing values,
norms, communication styles, in uencers, meanings, and diversity within the consumer base. Understanding and
leveraging cultural in uences are essential for marketers to effectively engage and resonate with their target audience
and drive consumer behavior.

13. The advertisement is set in a classroom scenario, where the students give the professor a scrapbook and in
it is a titan watch. (20 marks)
(a) The changing lifestyles has made gifting a very important part of Consumer Behaviour, especially in urban
markets. Which pattern of gifting has been showcased in the given advertisement? Explain the dynamism of
buying gifts.
(b) How does Titan Watch Theme Music affect Advertisement effectiveness?

a) Pattern of Gifting Showcased in the Advertisement:

The pattern of gifting showcased in the advertisement is one of appreciation and gratitude. The students in the
classroom present their professor with a scrapbook, symbolizing memories and heartfelt sentiments, along with a
Titan watch as a token of appreciation for his dedication and guidance. This pattern of gifting re ects the growing
trend of personalized and meaningful gifts, driven by changing lifestyles and values in urban markets.

Dynamism of Buying Gifts:

The act of buying gifts is dynamic and in uenced by various factors, including cultural norms, social relationships,
occasion, and personal preferences. Here's how the dynamism of buying gifts unfolds:
1. Personalization: In today's consumer behavior landscape, there is a shift towards personalized gifts that re ect the
recipient's interests, preferences, and personality. Consumers seek unique and thoughtful gifts that demonstrate their
understanding and appreciation of the recipient.
2. Emotional Connection: Gifts are not merely material objects but convey emotional messages and strengthen
social bonds. Consumers often choose gifts that evoke positive emotions and memories, fostering deeper
connections with the recipient.
3. Occasion-Driven: Gift-giving is often tied to speci c occasions such as birthdays, anniversaries, holidays, or
milestones. The choice of gift may vary depending on the occasion, with some occasions warranting more elaborate
or symbolic gifts than others.
4. Symbolism and Meaning: Gifts carry symbolic meaning and cultural signi cance, re ecting social norms and
values. Consumers may choose gifts that align with cultural traditions or convey speci c messages, such as love,
gratitude, or congratulations.
5. Social In uence: Social relationships and norms play a signi cant role in gift selection. Consumers may be
in uenced by social expectations, peer pressure, or reciprocity when choosing gifts for family, friends, colleagues, or
acquaintances.

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 (a) Classical Conditioning:

The promotion will leverage Classical Conditioning by associating positive emotions and experiences with the
National Airlines Brand. Here's how it works:

• Offer: The promotion offers customers the opportunity to earn loyalty points every time they book a ight with
the National Airlines Brand.
• Reward: Accumulated loyalty points can be redeemed for various rewards such as free ights, upgrades, lounge
access, or exclusive experiences.
• Advertising Campaign: The advertising campaign will focus on creating positive associations with the National
Airlines Brand by showcasing memorable travel experiences, breathtaking destinations, and happy customers
enjoying the perks of the loyalty program.
• Visual Stimuli: The promotion will utilize visually appealing images and videos of scenic destinations,
comfortable ight experiences, and smiling passengers to evoke positive emotions and excitement.
• Audio Stimuli: Catchy jingles or soothing music in advertisements and promotional materials will further
enhance positive associations with the brand.
• Repeated Exposure: Through consistent advertising and promotional efforts, customers will be repeatedly
exposed to the National Airlines Brand and its rewards program, reinforcing the positive connection between the
brand and desirable outcomes.

(b) Instrumental Conditioning:

The promotion will also incorporate Instrumental Conditioning by rewarding desired behaviors (booking ights with
the National Airlines Brand) to encourage repeat business and customer loyalty. Here's how it works:

• Behavior Reward: Every time customers book a ight with the National Airlines Brand, they earn loyalty points,
reinforcing the behavior of choosing the brand for their travel needs.
• Variable Reinforcement Schedule: The promotion will employ a variable reinforcement schedule, offering
varying amounts of loyalty points based on factors such as ticket price, ight distance, or membership tier. This
unpredictability keeps customers engaged and motivated to continue booking ights with the National Airlines
Brand.
• Instant Grati cation: Customers receive immediate grati cation by earning loyalty points with each ight
booking, providing a tangible reward for their loyalty and encouraging repeat purchases.
• Feedback and Recognition: Customers receive regular feedback and recognition for their loyalty through
personalized communications, status updates, and exclusive offers tailored to their preferences and travel habits.
• Positive Outcome: By consistently rewarding customers for choosing the National Airlines Brand, the promotion
reinforces the behavior of booking ights with the brand and strengthens customer loyalty over time.

In conclusion, the Earn and Redeem Loyalty Points Program effectively incorporates the concepts of Classical
Conditioning and Instrumental Conditioning to enhance customer satisfaction, loyalty, and retention for the National
Airlines Brand. By associating positive emotions with the brand and rewarding desired behaviors, the promotion aims
to regain market share and position the brand as a preferred choice for travelers.

15. On 3rd March 2022, while addressing a webinar on "Make in India for the World" by Department for
Promotion of Industry and Internal Trade (DPIIT) our Prime Minister Narendra Modi said that our industries
should talk about 'vocal for local' and 'Make in India' in their product advertisements.
How do you think will this affect the Ethnocentrism in today's youth? Explain in detail with respect to any
sector of your choice. (10 marks)

The call for "vocal for local" and "Make in India" in product advertisements by Prime Minister Narendra Modi is likely
to have a signi cant impact on ethnocentrism among today's youth, particularly in sectors such as fashion and
apparel. Ethnocentrism refers to the tendency to view one's own culture or country as superior to others, often
leading to biases or preferences for domestically produced goods over foreign alternatives.

Impact on Ethnocentrism in Youth:

1. Cultural Pride and National Identity: The promotion of "vocal for local" and "Make in India" fosters a sense of
cultural pride and national identity among youth. By showcasing locally produced goods in advertisements, it
reinforces the idea that supporting domestic industries contributes to the growth and prosperity of the nation.

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 3. Place:
• Distribution Channels: Establish an ef cient distribution network that reaches urban and rural areas across the
Asian market. Partner with local distributors, retailers, and e-commerce platforms to ensure widespread
availability and accessibility of products.
• Physical Presence: Invest in strategically located retail outlets, agship stores, or pop-up shops to enhance
brand visibility and provide immersive shopping experiences for consumers.

4. Promotion:
• Integrated Marketing Communications (IMC): Develop a cohesive marketing communications strategy that
leverages a mix of traditional and digital channels to reach Asian consumers effectively. This may include
advertising, public relations, social media, in uencer marketing, and experiential events.
• Localized Content: Create culturally relevant and language-speci c marketing materials, advertisements, and
campaigns that resonate with the target audience. Tailor messaging, visuals, and storytelling to re ect local
customs, traditions, and values.

5. People:
• Customer Service: Invest in training and developing a customer-centric workforce capable of understanding
and addressing the diverse needs and preferences of Asian consumers. Provide language support and cultural
sensitivity training to frontline staff.
• Local Talent: Hire and empower local talent to lead marketing efforts and establish strong connections with Asian
consumers. Local employees can provide valuable insights into market trends, consumer behavior, and cultural
nuances.

6. Process:
• Supply Chain Ef ciency: Streamline supply chain processes to ensure timely delivery, minimize logistics costs,
and optimize inventory management. Implement technology-driven solutions to enhance transparency and
traceability throughout the supply chain.
• Customer Journey: Map out the customer journey and identify touchpoints where Asian consumers interact with
the brand. Continuously optimize processes to deliver seamless and personalized experiences across all
touchpoints.

7. Physical Evidence:
• Brand Presence: Create a strong and consistent brand identity through visually appealing packaging, signage,
and store layouts. Ensure that physical environments re ect the brand's values and resonate with the aesthetic
preferences of Asian consumers.
• Product Quality: Emphasize product quality and reliability as tangible evidence of the brand's commitment to
excellence. Leverage certi cations, awards, and endorsements to build trust and credibility among Asian
consumers.

By implementing a well-rounded marketing mix that considers product adaptation, localized pricing, ef cient
distribution, targeted promotion, customer-centricity, streamlined processes, and compelling physical evidence, the
multinational company can effectively establish itself and thrive in the dynamic and diverse Asian market.

17. Sunali surprised her parents with MBE 8 Series model of car to celebrate her promotion and the increment
she won today at her workplace. For few months she enjoyed the car as well as her progress. But, soon she
realized the model that she opted for is not very fuel ef cient and she is herself a sustainability blogger.
Do you think she would be dissatis ed with the model she purchased? Why would she be dissatis ed? What
would she do about it, and what would be the outcome? Before the purchase, what, if anything, could the
seller have done to help prevent her dissatisfaction? (10 marks)

Sunali's initial excitement and satisfaction with her MBE 8 Series model car would likely be overshadowed by her
realization that the car is not very fuel-ef cient, especially considering her role as a sustainability blogger. Here's why
she would be dissatis ed and what she might do about it:

Reasons for Dissatisfaction:

1. Fuel Ef ciency Concerns: Sunali's realization that the MBE 8 Series model is not very fuel-ef cient con icts with
her values as a sustainability blogger. This discrepancy between her environmental beliefs and the car's performance
may lead to dissatisfaction.

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