Answer 1: Hashtags

 #TrumpOffTheGreatWall
 #377NotThatFar
 #ALSchallengEND

Answer 2:

Today, they have come here looking for a fight and we are happy to oblige. In this moment, on
this day, become the warriors you were born to be. Grease your rifles, sharpen your swords
and unleash yourselves upon them.

I share your blood and I share your fear. Is life so dear or so sweet, as to be purchased at the
price of shackles and slavery? I don’t know what others may hold, but as for me, give me liberty
or give me death. A day might arrive, when the spirit of our battalion fails, when we abandon
our friends and break all bonds of camaraderie, but it is not this day. This day we fight. Let the
slaves, now become the knights. By all that you hold dear on this good earth, the souls of your
dead children, the misery of your fellow brothers and sisters, stand by me and fight this terrible
darkness with stoic endurance. Dedicate yourselves in service of this nation and you’ll attain
moksha. May the lightening of your glory be seen and the thunders of your onset be heard
from Multan to Burma.

They may take our lives, but they’ll never take our freedom. We shall fight on the seas and
oceans, we shall fight with the growing strength in the air, at whatever cost; we shall never
surrender. Let’s end with victory this war which should have been begun long ago. Like the
Napoleon, who renounced his throne and went into exile, let’s annihilate their existence.

Let us, therefore, brace ourselves to our duties and so bear ourselves, that if the Indian Empire
last for a million more years, men will still say, ‘this was their finest hour’. Dead or alive we will
all come home together, so help us god.
Answer 3: (A)Campaign –

Show your swag contest

Using the company’s name to leverage the promotional strategy of the brand. This
campaign aims at engaging more and more people with the brand. The brand,
positioned as a brand that respects talent and urges people to never leave doing what
they love to do (maybe singing, dance, etc.) and invites entries of them showcasing any
of their talents with a few hashtags like #SwagInc #MySwag . Weekly/Monthly
winners(best entries) to be rewarded.

(B)Advertisement –
It aims at motivating people to do something different, promote out of the box thinking
and not follow the crowd blindly. Named “Create your Swag”, this ad features Bhuvan
Bam(famous youtuber with the channel – BB ki Vines). It starts by Bhuwan thinking of
options he could do to get attention on youtube and become famous. He considers all
the general options like music, dance, stand up comedy etc. but then decides to do
something unique and comes up with BBki Vines which turns out to be a great hit. At
the end it urges people to create their own Swag.
This is made with the aim of creating the right brand recall for the Swag Inc as a brand.

(C) Real Men Ad-

With the aim of positioning the brand as “classy and premier” the ad shows the
characteristics of the “Real Men”. It starts with a public bus late night in Delhi region
with only a man and a girl aboard. The girl feels a bit unsafe and suddenly the man starts
walking from his seat towards her. He reaches near her and the girl feels threatened.
But then he suddenly points out towards the money that was falling from her purse and
helps her collect the money. He then moves back to his seat. The message which gets
displayed is of “Being the Real Man”. This real man is linked with the uniqueness that
the Real Men carry. This helps in building the brand persona as classy and decent. –
“Carry the Swag”
Answer 4:
 Predicted growth of child care market in India is at a CAGR of 21.84% during the
period 2017-20 .
 The absence of regulations for setting up schools, low investments, low interest
rates from banks, and the ability to expand geographically using the franchise
structures are the major factors that may help boost this sector’s growth.

 Major existing players :

1. EuroKids
2. Kidzee
3. Modern Montessori International
4. Tree House

(source: https://www.businesswire.com)
 Delhi population (age group <14 i.e. the target market)
2016 : 4848000 (approx)
2021 : 5548000 (estd.)
(source : http://ccs.in)

 Economic Status
53% Middle Class (6-8 lacs pa income group)
20% upper middle class/rich (8+ lacs pa income group)
(Source: IL&FS Ecosmart Limited)
 Total workers in Delhi
4346710
(source: http://ncrpb.nic.in)
 Both Parents working
12% (assumption)
 (it was approx. 7% in 2010 , source - http://delhigovt.nic.in )

 (15-59yrs) 66.6%T 67.0%M 66.2%F

(source : http://www.censusindia.gov.in )

Married population 47.0 45.8 48.3

Estimate

 Taking current population of Delhi/NCR region as 19 million

People above 6 lac pa pay package i.e. middle/upper middle/rich -> 0.73*19m
=13870000
People in 17-50 age group => 0.667 * 13870000 = 9251290
Married Population amongst it => 0.47*9251290 = 4348106
Percentage of Nuclear families(who would mostly require such services) = 70%
 0.70*4348106= 3043674

Assuming 90% of such families have children => 3043674*0.9 = 2739306

Percentage of these children below 13 years of age= (4848000/18600000)

= 26%

(ie no. of children below 13 yrs in 2016/total population in 2016)

Therefore target families =0.26*2739306 = 712219

Percentage of families with 2 or less children = 54% (source : TOI research)

Assuming rest 46% as having 3 children

 Target size estimate = 2*0.54*712219 + 0.46*3*712219

= 1752058 children (Target)

Note : The child care market is unorganized : (Source : Ken Research)

Answer 5:

The PR manager must resonate with the sentiments of the majority i.e. he must portray that
the Church strictly condemns any kind of abuse sexual violence and firmly believes in protection
and empowerment of women and child. In order to resolve this issue the manager must do the
following steps:

Step 1:
Since the public is outraged and the accusers have lodged a complaint in the international court
the accused Pope must be given leave of absence. It must also be made sure that he would not
participate in any public liturgical events during his leave. At the same time the manager must
make sure that other staffs (including priests) does not talk to the press without permission and
direct enquiries from journalists to the right person. Communication is the key to manage crisis.
The PR manager must call for a meeting or press conference to make sure that the committee
of the Church is available to talk to the press and media about what went wrong and what is
being done about it.

Step 2:
The PR Manager must handle to anger of the public by bringing them into confidence that the
Church strictly condemns any kind of abuse or sexual violence and firmly believes in protection
and empowerment of women and child. He must also assure the victims that justice will prevail
and an unbiased enquiry will be done. They must send individual letters to the trustees and
explain the situation. They must also call for an immediate meeting with them and explain their
stance and assure them of total cooperation.
The website of the church should display their women empowerment initiatives aggressively to
support the cause of afflicted women. They must also upload videos of the women who have
been saved by the church from social harassment or have benefitted by the past initiatives of
the Church to have an appealing impact in the society.
They must launch a campaign with #westandtogether wherein they take all the people into
confidence that the justice will be served to the accused.

Step 3:
The PR manager must setup an independent inquiring committee of outside experts. The PR
must promise a ‘zero tolerance’ for sexual abuses and assure strict action if proven guilty. The
PR manager must also cooperate with the UN committees for sexual abuses and work in
cohesion with them. They must accept their provisions about the best practices to fight abuse
and protect women and children.