BMN 511 Marketing Management 2

Autumn Semester, Term 2 (2021)

Assignment 3
Student Name Aditya Gupta
Student Enrollment Number 21810005

Q. A leading European departmental store is all set to enter the Indian market. You have
been retained as an advertising consultant. Evolve an advertising strategy for this store. You
may spell out your assumptions and clearly mention objectives, copy platform, and media
choices.

Answer:
Advertising Objective: Stating the objective is really important as it pushes all our actions
towards a common goal. Objective should follow SMART criteria. As the store is set to enter
the Indian Market, initially the objective will be to raise brand awareness. The objective in
measureable terms could be the footfall target that the firm aims to achieve, and we could
set a time limit before which we plan to achieve it. It should be realistic in terms of the
advertising budget and other resources that the firm has. Also, the target should be with
respect to the competitive analysis. Example of an objective, ‘To achieve a footfall of XX on a
monthly basis by December 2022’.
Market Overview: In India, shoppers will generally visit departmental stores to buy different
items from one spot. Individuals have moved from nearby business sectors to departmental
stores for comfort and experience buying in a very much positioned store. Additionally,
purchasers will more often than not analyze costs and search for the best arrangements.
While entering the market, the firm should search for a bigger store and an advantageous
area for most buyers. Additionally, the store ought to have a stopping office for better
accommodation. Aside from this, Departmental stores are overwhelmed by homegrown
players. For example Dmart and Reliance Fresh. The firm should situate itself before these
organizations to remain cutthroat.
Marketing Mix: The store should have various categories of products with variety of brands
and at different size of packages. The inventory management should be apt, as in the case of
departmental store customers build negative perceptions if a particular product is not
available. The store should also focus on the placement of products, which makes it really
convenient for consumers to pick products. Penetration pricing and bundling price strategy
should be used as consumers are price sensitive. When talking about place, the store should
be at a junction that is convenient and through where transportation of products could be
easily taken place. Parking facility is important. Also, the firm could try to look for spacious
stores which could make the shopping experience even better. This would also help the firm
compete against D-mart whose stores are fully packed scoring less on experience.
Copy Platform: An important message that contains key information regarding the business
that could be of help to take important marketing decisions. The target customers of our
business would be anyone who is responsible for purchasing household items. We could
target towards women, family, working professionals as it would save their time from
purchasing through multiple stores, and age group could be 18-40 as this group often
purchases items for their family. Our store will have products across categories such as
grocery & staples, daily essentials, home appliances, home & personal care, etc. Our aim
would be to make various products available under one roof to our customers and provide
them store experience at lower prices. The tone of the message should be ‘joyful’ and
‘relaxing’. The people should perceive the store as ‘world-class experience by paying less and
getting more’.
Media Choice
Television: For wide coverage, we should be using this media class. The vehicle we choose
depends upon the wide coverage that we have in the market. Are we entering in a particular
state or entering in a pan India basis. If pan India, we can focus on channels that are most
watched. We could focus more on daily soaps and channels that show family programs. For
example, Star Plus, Sony SAB, Star Sports, etc. The timing of advertisement should be more
on evening for wider coverage though it could be expensive. Through television mode, we
can display the experience that we want to portray. This could have visual impact and we
could attract them to visit.
Newspaper: This media class could be used for awareness purposes. If the store is opened in
just few areas, we could take help of regional newspapers as well. The media vehicle we could
use for a store in Gujarat is Divya Bhaskar. A long page newspaper ad could be used for
showing the product categories that we offer. Also, we could provide information on price
discounts to persuade them to visit our store.
Social Media: There are various social media platforms but I believe Facebook could be most
beneficial as it focuses on family network. Social media usage have drastically increased and
most of the time is spent over these media. So, we could use this platform for brand recall as
an aim. Initially there will be TV ads through which people will get aware and later on through
repetitive ads over social media would make sure the brand is registered in the consumer
minds.
Billboards: We could have large posters placed in the vicinity of the store to drive consumers
toward the store who are at the proximity. Also, we could place posters at locations where
there is maximum traffic so people recall the store in their subconscious mind and the firm
could have wide coverage.
Online Advertising: We could display ads when customers in the vicinity of the store are
searching for products that we supply or for stores nearby. Also, website development is