Raj Anand IMC Project 1
Transcript of Raj Anand IMC Project 1
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Integrated Marketing Communication
For
Kara Skin Care Wet WipesA Product by Aditya Birla Group
By Raj Anand
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Hiiii friends please see the presentation.
And insert your part accodingly. Make
sure your contribution should be enoughso that you can answer to the versha
madam.
If you are not interested to do your part
please let me know. So that presentation
should be complete.
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Role of each member
Shakula Public relation
Raj personal selling, Outdoor acivities
Sharma sales promotion
Talyani Advertising print media
Sunil radio Advertising, AndEditing part
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Advertising
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Advertising
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Advertising
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Personal Selling, Outdoor
Campaign
Road Shows, Exhibition, DirectMail etc.
ByRaj Anand
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Extensive Retail Presence
High Reach Retail Presence- Education through promoters-Sampling at the Point of Sales-Clutter Breaking FSUs
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Outdoor Campaign
High Visibility Outdoor Campaign through a
mix of outdoor media-Hoardings-Bus Shelters-Utility
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Road Shows & Mall Activations
Kara Skin Zones at Malls /
Kara Road Shows at Key
MarketplacesComplete rejuvenation ritual with
Kara beauticiansFresh natural ingredients to draw in
crowds
Consumer engagement game to
match variants to usage triggers.
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Personal Selling
Sales representative go to the different
institute for the promotion of their Goods.
We talked to Mr. Inderpreet Sodi (area
sales manager) and and Mr. Ravi.
They Generally go to BPO, hospitals,
Aviation Industries (Kingfisher is present
customer), Beauty parlor, Pharmacy
Company, retailers etc.
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P S ..
The Process they Adopt is as follow..
At first they go to anycompany or institute and try to meet the
concern person and show their PPT.While presentation they try to convince theprospective customers
And after observing theinterest they decide the number ofsamples to be given.
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P S.
They do not do proper prospecting . Generallycold calls are made.
We tried to know the role of personal selling
from the company point of view.
Mr. Sodi told us The role os personal selling is very important in institutional
selling.
As the prospective order is in big quantity we need to domore personalize the deal
They also provide the facility ofcustomization on thedemand of more than one lack pcs.
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We asked them what problems they face in
personal selling
In the initial stage when the sales volume is low it isvery difficult to manage the sales representative in
terms of cost.
Giving training is also an area of concern .
What margin do you give to the institution anddifferent retailers.The Distributors Margin is About 9%
The retailers margin is about 16%
And the percentage off what we give on mrp
for the different institution varied from 20%
to 30% according to the quantity
demanded.
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Who you design these promotional Activities.Where the big amount is to be invested companys
specialised people come from the head office.
For example advertising in teevision.
But the road shows, Sampling at the Point of Sales
Clutter Breaking FSUs etc, are designed by The area sales
manager .
We have to make a PPT about the whole activities.
Objective, prospective result , cost involved etc. should
mention in PPT. And we get approval from the company.
Even the amount for display to be given to any retailer
need to examine in the different stages.
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Ps..
How the sales
persons are
recruited ?
After identifingthe need of Sales
person generally
internal
recruitment is
done in our
department.
What is the most
important thing you
considered while
selection ?Experience
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P S Suggestion and Recommendation
From my point of view They need to do nichemarketing and need to personalize the deal. For institutional marketing like pharmacy, IT,
BPO companies, They can afford to keep theprice low provided that it does not affect their
retail sales. Personal selling is needed for capturing the
untapped market. They need to act swiftly because competitors will
shortly divert their attention to untapped marketand competition will become stiff. (From oursources we came to know that Ginni, one of theircompetitors in Chandigarh are covering thepharmacy companies very fastly.
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Sales Promotion
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Public Relation
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Year Round Magazine Visibility
Opening DS, gatefolds across all top magazines ( Femina, Filmfare, Womens Era, Grazia,Elle, Cosmopoliton)
Sustained through the year
Places it at par with international skin care brands
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1 Month Newspaper
Campaign
Complete clutter breaking print
campaign in the Hindustan Times
main edition (No.1 newspaper in
delhi)
Frontpage flap on the 17th Sunday
(Election Result Day)
Followed by 3 consecutive front page
solus ads for next 3 weekends
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Outdoor Campaign
High Visibility Outdoor Campaign through a
mix of outdoor media-Hoardings-Bus Shelters-Utility
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Extensive Retail Presence
High Reach Retail Presence- Education through promoters-Sampling at the Point of Sales-Clutter Breaking FSUs
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Road Shows & Mall Activations
Kara Skin Zones at Malls /
Kara Road Shows at Key
MarketplacesComplete rejuvenation ritual with
Kara beauticiansFresh natural ingredients to draw in
crowds
Consumer engagement game to
match variants to usage triggers.
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Amity Business School
Thank You
For further queries, suggestions or
comments
[email protected][email protected]
Mob. No. 9899413801
mailto:[email protected]:[email protected]