. American Express: Small Business Saturday Launched in 2010 via radio and TV ads, social media, and PR, American Expresss Small Business Saturday program encouraged people to shop at smaller, local retailers on the Saturday after Thanksgiving. Among businesses that participated, sales rose 28 percent. In 2012, American Express provided social media marketing kits, e-mail templates, and signage to help spread the word. More than 350 small business organizations supported the initiative, more than 3 million users liked the Small Business Saturday Facebook page, and 213,000 related tweets were posted on Twitter. President Obama tweeted, Today, support small businesses in your community by shopping at your favorite store and took his daughters to local bookstores. American Express cardholders got a $25 rebate for shopping at local, independent stores on Small Business Saturday. The company reported a roughly 21 percent increase in transactions for both 2011 and 2012 due to the program.

You can also refer to Not just a Cadbury Ad: Ogilvy. This new Cadbury campaign featuring Shah Rukh Khan referred to local businessmen. The ad crafted by Ogilvy went viral across social media platforms and received more than 1 million views on YouTube.

Looking at these two scenarios, what are the key takeaways for the marketers (5 Marks)? Pick any small business from your locality and prepare a marketing mix (10 Marks). Also, perform a competitive analysis for the same (10 Marks). (700-1000 words