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‘Floral Art and Craft’ opened its first store in Mumbai in the year 2010 with the objective of providing its customers with fresh flowers creatively packed and value for money. It procures fresh flower directly from the farmers. The organization makes sure that the farmers adopt organic means to nourish the soil and do not use chemical fertilizers as it degrades the soil fertility. Packaging material is procured from specially abled crafts man of I CAN. Floral Art and Craft’s face book and twitter page encourages two way communication with its customers. These social media channels provide a platform through which it can interact with customers and access their opinion about the brand. The store also uses direct e-mails to their frequent customers to inform them about different schemes and other promotional messages. Its website promotes the store by organizing different flower decorating classes and competitions using the products of I CAN. 

A. Identify the promotion strategy adopted by I CAN. Also state the lines from the text that helped to identify the form. 

B. State any two features of this type promotion strategy.

C. State two values communicated to the society.

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A. Below-the-line Promotion Strategy. 

‘Floral Art and Craft’s face book and twitter page encourages two way communication with its customers.’ ‘These social media channels provide a platform through which it can interact with customers and access their opinion about the brand.’ ‘The store also uses direct e-mails to their frequent customers to inform them about different schemes and other promotional messages.’ ‘Its website promotes the store by organizing different flower decorating classes and competitions using the products of ‘I CAN’. 

B. i. Below-the-line methods are very specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation. 

ii. This strategy develops the brand by creating awareness and building a brand profile. 

C. i. Environmental concerns. 

ii. Concern for the society

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