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BUSINESS COMMUNICATION

CASE-1

Nestle has launched quality street ,lion and after 8 choclates imported from Europe. QualIty Street is an assortment of chocolates priced at Rs. 7 5 for 218 gm. After Eight is a popular adult chocolate priced at Rs.25

for 20 gm and Lion is a caramel wafer bar priced at Rs. 20 for a 45 gm bar. (Kit Kat )is priced at Rs. 6 for a 17 gm bar and has a chocolaty taste while Lion has a crunchy taste). The brands have different tastes and will

appeal to different target segments (though the target segment is one which may have already been exposed to these brands during visits abroad). These brands have been introduced in metros in upmarket stores which sell brands bears the label "lmported by Nestle India Ltd." indicating that they may be better than smuggled ones(which may be stale).

Question :

1 Suggest suitable media /media vehicles for promoting these brands. Give reasons in support of your answer

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I suggest for following media vehicles:

BROADCAST MEDIA

Broadcast media are quite young in comparison to the printed word. Fundamentally there are two main forms of broadcast: television and radio. Advertisers use these classes of media in order to reach mass audiences with their messages at a relatively low cost per target reached.

2 What business communication media you will utilize if you have to launch a soap in rural India?

I will utilize written communication and visual communication media

Written communication is any type of communication that involves the written word. This can involve both formal and informal communications. A key distinction between written communication and face-to-face communication is that feedback from the receiver may not be immediate.

CASE -2

The herbal shampoo market is valued at around Rs. 100 crores. Ny/e, Ayur, Dqbur and Biotique are some of the established brands in the market. Helene Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikskai, henna and qmla and brqhmi and josur) priced between Rs. 80 and Rs. 90 (500 ml) for different types of hair. The proposition is the benefits offered by lhe variant based on the combination of herbs, benefits offered by the variants range from extra protection and nourishment to colour, body and bounce. The shampoos have been launched under the brand name Premium Herbsl Shsmpoos and they target urban housewives with a monthly household income of Rs.25,000. The brand is distributed through 7 0,000 retail outlets and 120 Raymond shops. The company has planned only point of purchase (POP) posters initially and may consider the electronic media later. The shampoo has an annual advertising expenditure of Rs. 10 crores.

Question :

1 Comment on the marketing mix of JK's Premium Herbal Shampoos ?

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The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing.

2 How can you make their communication more effective ?.

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Communication can make more effective by

Beware of interrupting

Titanic wireless operator Jack Phillips interrupted a wireless message from a nearby ship, telling them to shut up. In doing so, he prevented that ship from sending Titanic an iceberg warning.
Be careful about interrupting others, particularly your customers. They’ll be especially upset if, while they’re explaining a problem, you interrupt them and start offering a solution. If you feel you have to interrupt, at least cut to the chase and tell the other person what you think his or her main idea was. That way, the other person at least can confirm or correct you, and in either case save time.

CASE 3

Attempt all cases of the following:

(i) Iran Rafsanjan Co., Rafsanjan City, Iran has taken a marine insurance policy No. VB/84/3629/29 dated 20th December, 2005 from Albroz Insurance Co., Kerman City, Iran for the import of 500 tractor gears from Apex Products (India) Ltd., Delhi. The exporter shipped the cargo on board vessel — SEEMA on 26th December, 2005 for Bandar Abbas Port of Iran. As per the letter of credit condition, the exporter was required to fax the shipment details to Albroz Insurance Company within 24 hours of the shipment. However, the exporter could not fax such details due to change in telephone (fax) number of the insurance company. Draft an express telegram to intimate shipment details.

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EXPRESS TELEGRAM

Export Details

Customer Address : Iran Rafsanjan Co., Rafsanjan City

Item : Tractor Gear – 500 nos.

Insurance Details : Albroz Insurance Co., Kerman City, Iran. Policy No. VB/84/3629/29 dated 20th December, 2005

Q ii) Yours is a multinational company having joint venture with a Chinese company. Plant is to be located at Surat. The company immediately needs an Executive - Foreign Affairs (male/female) with ability of “writing and speaking Chinese language.

Draft a recruitment advertisement for publication under classified column of a national daily. Salary-is no bar for the right candidate. E-mail address -info@krishnafashions.com

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Q iii) The local head office of State Bank of India is located at 11, Parliament Street, New Delhi-110001. The bank wants to construct 76 flats at Noida for its employees and invite applications for pre-qualification of contractors. Full details are available on its website - www.sbi.co.in or www.statebankofindia.com/ procurement_news.

Draft a notice for pre-qualification of contractors.

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Q iv) The Joint Admission Board (JAB) of Indian Institutes of Technology in its meeting held on 17^th September, 2005 at Kolkata has taken some decisions with regard to Joint Entrance Examination (JEE) 2006, i.e., to appear in JEE, one must secure at least 60% marks (55% for SC/ST and PD) in 10+2 examination; a candidate can have only two attempts with effect from JEE-2006; and a candidate who joins any of the IITs through JEE-2006 will not be permitted to appear in JEE in future.* It was also decided that candidates, who have passed their qualifying examination in 2005 or earlier, will be allowed to appear in JEE-2006 as the last chance, with no consideration of marks or attempts at JEE subject to age requirements. On behalf of the JAB, draft a suitable press release to be issued by organising chairman

highlighting these decisions.

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Beware of interrupting