Q1.

a) Digital marketing refers to advertsing through all the digital means like internet, social media,
emails, mobile apps, video adds etc. This method of marketing is extensively used nowadays as majority
of the customers are becoming tech savvy significantly relying on internet for their needs. The
methodology that digital marketing uses is the inbound marketing which focuses on attracting the
inbound traffic and gaining the trust of customers by creating quality content that directly caters to
their pain points.Examples of two digital marketing agencies are FruitBowl Digital and Brandstory. It is
largely opted due to the following reason:

It helps the company/seller to understand their customers well by measuring various digital marketing
metrics

It helps the company/seller to position their product well and target a particular segment of customers

It helps the company/seller to optimize their search engine operations well in order to increase their
sales.

Though digital marketing offers huge advantages, it also has some limitations:

Digital marketing nowadays is facing a high level of competition. Therefore it is important for companies
to come up with strategies that can leave high impact on the target audience otherwise the probability f
strategies getting failed is also high.

There is a high dependence on technology , so there may be instances when the website servers may go
down, or the page shows some errors, and thus the company might lose its customers to other brands

b). Ambush marketing is a marketing strategy where advertisers try to associate their brands products
with a major event by alluding to images and visual content to create brand awareness without being
the event’s sponsor. The events that are targeted significantly include sports events like cricket,
Olympics, FIFA, IPLs etc. There is high freedom associated with this type of marketing as advertisers are
not bound by any sponsorship rights. Examples: Mastercard v/s Visa in 1992 winter Olympics. Snapdeal
v/s flipkart during festive seasons.The major advantages of ambush marketing strategy are as follows:

1. It helps brands to add new value propositions with which customers can associate quite well in the
market.

2. It also offers flexibility and freedom to the advertisers as they can innovate creative techniqueswhich
is different from their traditional style to attract the target audience.

Limitations of ambush marketing are as follows:

1.This marketing strategy is used in wrong way like using trademarks of the events while advertising
which is the sole right of sponsors, companies can land into big trouble.

2. They can be expensive.

Why is it opted:

It focuses on two areas:

1. It creates awareness of the brands among the customers. They may have a need for particular
products but may not be knowing that solutions already exist.

2. Content marketing is very useful for customers to research about product categories and compare
and contrast products

Limitation:

1. Content marketing may take longer to cultivate results.

2. It may be easy to evaluate web traffic and conversions but not brand awareness and customer loyalty.

Q2. a)Consumer promotions refers to all the techniques and tactics used by the companies to attract
new customers to their business. This is done by adding additional value to their products. It also helps
companies to understand price sensitivity among customers.The various methods of consumer
promotions includes giving rebates, coupons, sales pricing,product demonstrations, providing samples,
point of purchase, sweepstakes, loyalty programs etc. Examples: Reliance trends offering vouchers to
increase its sale, dominos or pizza hut offering discount coupons etc.

b)Trade promotions include the bunch of techniques and tactics that are applied when the product is
being sold through channel of distributers and retailers. Trade promotions thus help to empower these
channels in order to push the distributers and retails to promote the company’s products. The various
methods opted under this strategy are gifting the sales staff, offering the channel distributors some
discounts or offering exhibitions or demonstrators.

Q3. Pharmacy:

Vicks: Vaporub : gives relief from cold, widely used for all age categories, therefore it is necessary to
stock them up and should be accessible to the consumers .

Dettol: Sanitizers: Used widely nowadays, after the outbreak of covid 19, har become the part of the
new normal and Dettol being the most trusted brand in ensuring protection against germs, sanitizers are
always available at a pharmacy
Torex: Cough Syrup : Used extensively for cough and also relieves allergic symptoms like runny nose,
watery eyes, sneezing, throat irritation. Needs to be available at all times at a pharmacy and therefore
keeping it in front makes sense.

Himani: Fast relief: ayurvedic ointment that gives instant and long lasting relief from the body
aches,muscle pulls and stimulate circulation, relax stiffness and re-oxygenate tense painful tissues.
Therefore, it is always available at a pharmacy asit can be needed anytime.

Saridon: instant relief from severe headaches, therefore it is always available at medical stores.

Supermarkets:

Kellogs: Muesli: breakfast cereal made with five nutritious grains (wheat, corn, barley, oats and rice)
along with dried fruit & nut, high in proteins, people extensively buy it as they consider it as apart of
healthy diet , and therefore it is kept in front.

Haldiram : Namkeens: Most popular brand among Indians for traditional snacks. Therefore it always
kept in front to grab customer’s attention.

Vim: Dishwash Bar: Popular among all the homemakers as they consider it to be the best brand with
power of 100 lemons that removes the toughest grease and gives a pleasant cleaning experience.
Therefore it is always kept in front.

Head & shoulders: Shampoo: Trusted and always seeked out by customers having dandruff issues.
Therefore, it is always kept in front to catch customer’s attention

Coca Cola: popular beverage looked out by customers. Therefore always kept in front so that customers
who are looking for it don’t have to go through the pain of searching it.

Paan Outlet:

Vimal: Pan Masala : looked out by customers in a paan shop as it is cheap and easily available in small
pouches. Therefore , always kept in front and is mostly kept as an hanging item

Gold flake cigarretes: As high population among the paan consumers are also smokers, therefore
cigarettes are readily available at paan shops for easy accessibility.

Britannia : Rusk: As most of the paan shops also offer tea, therefore rusks are also sold here as a teatime
toast.

Lays: Chips: Chips are also sold as a teatime snack, they are affordable , that is ehy kept in paan shops.

Parle G: Biscuits: They are affordable and that is why available at paan shops, can be used as tea time
snack for travellers and daily wage workers.