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Question: Case Study Clique: Assignment Rajeev Is The Brand Manager Of Clique Shampoos At A Leading FMCG Firm. He Recently Launched A Promotional Campaign Using Bundling Of Goods In Tandem With Ravi, The Brand Manager Of A Newly Launched Soap Brand, Marigold, In The Same Company. The Campaign Will Run For Two Months And Involve Giving A 100 Gm Bar Of Marigold

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Question: Case Study Clique: Assignment Rajeev Is The Brand Manager Of Clique Shampoos At A Leading FMCG Firm. He Recently Launched A Promotional Campaign Using Bundling Of Goods In Tandem With Ravi, The Brand Manager Of A Newly Launched Soap Brand, Marigold, In The Same Company. The Campaign Will Run For Two Months And Involve Giving A 100 Gm Bar Of Marigold

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Case Study Clique: Assignment

 

Rajeev is the brand manager of Clique Shampoos at a leading FMCG firm. He recently launched a promotional campaign using bundling of goods in tandem with Ravi, the brand manager of a newly launched soap brand, Marigold, in the same company. The campaign will run for two months and involve giving a 100 gm bar of Marigold free with every 500 ml bottle of Clique Shampoo that customers purchase. The campaign’s objective is to increase sales volume for Clique while inducing consumer trials for Marigold.

 

The sales reports from the first two weeks of the campaign show a definite increase in Clique and Marigold’s sales.

 

To observe customer reactions and get more feedback about the campaign, Rajeev visits a couple of retail stores in the area. He realises that the shopkeepers are offering the customers a choice between taking the free soap or paying a slightly lower price, and are then selling the soaps at the Maximum Retail Price (MRP). As a result, the actual number of new trials for Marigold has not been significant.

 

For your reference, the organisational structure is shown below.

 

Consumer goods

CEO

Head of personal

care products

Sales head

Brand Manager

1

Brand Manager

2

Branch manager

Sales force

 

Question 1

Now that he has information about this, Rajeev needs to flag it before it is too late. He needs to take actions to ensure that this practice does not continue. So far, Rajeev is the only one who knows of this ongoing practice. What should his first course of action in terms of communication be and why?

 

Question 2

Now, Rajeev needs to communicate the details of the campaign to Ravi. Step into Rajeev’s shoes and draft the message to Ravi. Ensure that your message encompasses all the seven components of effective communication, highlighting the message’s specific elements. Also, state what your preferred channel of communication, in this case, would be.

 

Question 3

After Rajeev communicates the issue to Ravi, the latter takes a stand against flagging the issue. This is because it would reflect poorly on him, as he was responsible for visiting these markets. He also points out that regardless of what the retailers are doing with the soaps, the sales numbers have increased for both the brands, which is an excellent place to be in. The effective communication from Rajeev, here, is facing specific barriers. What are these barriers and their impact on effective communication?

 

Question 4

Step into Rajeev’s shoes. What would you do to overcome the barriers to communication that you are facing with Ravi? List at least two.

 

Question 5

After Rajeev calmly tries to get his point of view across to Ravi, they both decide that the next course of action would involve the branch manager, address the issue to the sales team, and inform the group head about the problem and the mitigation strategies created.

Select the appropriate channels for each of the stakeholders.

 

 

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