Digital Marketing NMIMS assignment June 2024

Description

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Digital Marketing
Internal Assignment Applicable for June 2024 Examination
Assignment Marks: 30
Instructions:
 All Questions carry equal marks.
 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
 Students should write the assignment in their own words. Copying of assignments from other students is not allowed.
 Students should follow the following parameter for answering the assignment questions.
“Flavor Fusion Ice Cream” is a chain of ice cream outlets renowned for its innovative and out-of-the-world flavors, catering to the youth. However, in today’s digital age, the company is facing stiff competition and declining sales due to its lack of a digital presence. Flavor Fusion Ice Cream has a long-standing tradition of crafting unique and delectable ice cream flavors that appeal to a youthful customer base. They even allow customers to create and customize their own ice cream flavors in the store. For years, the company has relied on traditional methods and in-store promotions, but its absence from the digital landscape is now posing a significant challenge.
1. Lack of Digital Presence: Flavor Fusion Ice Cream has no online presence, including a website, social media profiles, or integration with food delivery apps. This has led to a loss of visibility in a highly competitive market. 2. Decreased Foot Traffic: Due to the absence of a digital presence, Flavor Fusion Ice Cream is experiencing a decrease in foot traffic in its physical stores. Fewer customers are aware of its unique offerings and are opting for competitors that are readily accessible online. 3. Competition from Tech-Savvy Rivals: Competitors with a strong online presence are attracting the tech-savvy youth demographic, which Flavor Fusion has been unable to tap into effectively. 4. Limited Brand Awareness: The company’s brand awareness is confined to traditional marketing methods, limiting its reach to potential customers who rely on digital platforms for information and ordering.
Product Variety and Pricing: Flavor Fusion Ice Cream offers an extensive range of ice cream products, including: – Unique ice cream flavors, from traditional favorites to daring and exotic choices. – Various sizes of ice cream servings, catering to different appetites. – Dairy-free and low-fat options for health-conscious customers. – Novelty ice cream items such as ice cream cakes, sandwiches, and popsicles.
The pricing strategy includes a range of price points, from affordable single servings to premium selections, ensuring there is an option for customers with varying budgets.
Place (Distribution): Flavor Fusion Ice Cream operates in high-traffic areas, with outlets strategically located in shopping malls, popular neighborhoods, and entertainment districts. The distribution model focuses on ensuring easy access for consumers, especially in areas where the youth frequent.
Traditional Promotion: While Flavor Fusion Ice Cream has relied on traditional promotion methods such as in-store sampling, seasonal discounts, and special event tie-ins, these efforts have become less effective in reaching the tech-savvy youth demographic.
To address the challenges related to its digital absence, Flavor Fusion Ice Cream must embark on a digital transformation journey.
1) Explain various ways through which you will promote the Flavor Fusion Ice Cream on Digital Platforms. (10 Marks)
2) Explain various types of traditional and digital pricing and also state the pricing method that you will use for Flavor Fusion Ice Cream. (10 Marks)
3)
a) Explain various stages of Website Development that you will follow to create a website for Flavor Fusion Ice Cream. (5 Marks) b) Create an early site Diagram for the website of Flavor Fusion Ice Cream. Explain each element in the diagram. (5 Marks).
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