Case Study

Sana Khan and Ayesha Shah were very close friends since school days, accompanying each to her not only to library but also to health gym every evening.

Infact, there would always be a competitive spirit a month both of them while exercising in the gym and it was not coincidental that both matched each other's capability in every aspect. It was during one such chore that it emerged that both of them had a common pursuit of settling down with a venture associated with health fitness.

Simultaneously, it was the time when average individual was becoming health conscious and almost every third individual was either a member of a club or was involved in personal discipline of exercise. Even corporates were promoting health consciousness in their employees, offering gymnasium membership or housing a fitness center within the premises.

Sana and Ayesha have now starting puffing their heads together and are in the process of conceiving a business plan in context of a pursuit in the field of health fitness. When the idea was discussed by both with their parents, it was counseled that a fitness center with a beauty saloon along with facility for stress management could be the right combination.

However, it was apparent that the project would involve a capital outlay of nothing less then 15 to 20 million. Fortunately, Ayesha has almost been offered a place by her uncle in Gulshan-e-Iqbal in his new residential building, on lease, and family and relatives may garner a maximum of 7.5 million, but balance would have to be raised from other sources.

Discussion Questions(20)

1.Design a PR strategy for the venture and what could be the best sources of generating investment amount (justify with logic)? (10)

a.Marking rubic

i.Selecting right target audience for investment (3 marks)

ii.Resource Requirement (3 marks)

iii.Activities required for identifying the market and bringing in investment (4 marks)

2. Develop a grand open event plan by giving detail reasoning and justification of your strategy. (10)

a.Marking rubic

i.Grand Open Event

ii.Event calendar (2 marks)

iii.Event activities (2 marks)

iv.Resource requirements (2 marks)

v.Sequence of activities in event (2 marks)

vi.Quality of response (2 marks)

Question 1) What impact do social media have on public relations practices, particularly crisis communications and reputation management? How significant is it for organizations today to monitor content on social media sites, including hash tags and other signs of internal and external dialogue? (10)

a.Marking rubic

i.Initial response to crisis (3 marks)

ii.Social media policy (2 marks)

iii.Stake holder management (3 marks)

iv.Role played by senior management (2 marks)

Question 2) With reference to Domino's case, what other types of traditional media and social media could Domino's have used to reach its stakeholders? (5)

a.Marking rubic

i.Target audience reach and media preference (2 marks)

ii.Increase customer foot fall (3 marks)