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Advertising & Promotions
An IMC Perspective
An Introduction toIntegrated Marketing Communications
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Chapter takeaways
Learn about the various promotional tools Appreciate interrelation and integration of various
promotional tools
Comprehend the IMC model and programme
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Integrated communication forIncredibleIndia
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Result
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The IMC model
Integrated
Marketing
Product
Price
Place
Promotion
Marketing plan
(objectives &strategies)
Integrated
Marketing
Product
Price
Place
Promotion
IMC
Advertising
SalesPromotion
DirectMarketing
PublicRelations/Publicity
Unconventional tools
Interactivetools
Low controlmessages
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Marketing communication
Integrated MarketingCommunications is thecoordination and integrationof all marketingcommunication tools,avenues, and sources withina company into a seamlessprogram which maximizes theimpact on consumers and
other end-users at a minimalcost. The IMC includes allbusiness-to-business,channel, customer, externalcommunications, and internalcommunications.
IMC
Advertising
SalesPromotion
Direct
Marketing
PublicRelations/Publicity
Unconventional
tools
Interactive tools
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The growth of advertising & promotions(India)
Year Advertising expenditure(Rs. Crores)
2012 28,013 (annually growing at9% pa)source: http://www.exchange4media.com
2008 21,000
2007 17,690
2006 14,505
2005 11,915
2004 10,354
2003 9,329
http://www.exchange4media.com/http://www.exchange4media.com/7/30/2019 ch1 introtoimc
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Global Advertising Forecast
MAGNAGLOBAL, a division of IPG Mediabrands released an updatedglobal advertising forecast. The key findings from the report show:
2011 global growth is revised down to +4.7% (downgraded by -
0.5%), totaling $427 billion.2012 global growth is revised to +5.0% (downgraded by -1.5%),totaling $449 billion.Quadrennial events, combined with the scale and dynamism of theBRIC countries (Brazil, Russia, India, and China) will help sustain
global growth despite worsening economic outlook. They contribute to45% of the global growth in 2011.Internet will become the second biggest media category in 2011,reaching a 20% global market share in 2012.China will become the second largest advertising market in 2012,
outgrowing Japan.
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Beyond the BRICs: the next wave of emerging admarkets
Adspend growth (2014 v 2011)
US$ mi l l ion, current p r ices. Currency conversion at 2010 average rates.Source: ZenithOptimedia
Estimated Adspendgrowth US$ million
(2014)1 China 16,4392 Russia 4,4183 Indonesia 3,7684 Brazil 2,9725 South Africa 2,050
6 Argentina 1,8127 India 1,5718 Turkey 1,4359 Mexico 1,09210 South Korea 1,016
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IMCModel
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Develop an IMC MixPush and Pull Strategies
Producer
Retailers andWholesalers
Consumers
PUSH strategy
Retailers andWholesalers
Consumers
PULL strategy
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Advertising
Any paid form of non-personal presentationand promotion of ideas
or products by anidentified sponsor
Objectives
Inform Persuade Remind Reinforce
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What is Advertising?
Three criteria have to be metfor a communication to be
classified as advertising: The communication must be
paid for.
The communication must be
delivered through mass media. The communication must be
an attempt to persuade.
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Role of Advertising in the PromotionMix
1. Information and persuasion
2. Introduction of new brandsextensions3. Building brand loyalty/brand equity
4. Creating an image/meaning
5. Building brand loyalty in the tradechannel
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Mercedes SL What does it bring tomind?
http://www.youtube.com/watch?v=ZDNWFlhrWo4
http://www.youtube.com/watch?v=ZDNWFlhrWo4http://localhost/var/www/apps/conversion/tmp/scratch_5/Mercedes-Benz%20SL%20History%20television%20commercial.flvhttp://www.youtube.com/watch?v=ZDNWFlhrWo47/30/2019 ch1 introtoimc
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Advertising
Strengths
Informs,
persuades,reminds,
reinforces
Builds brand
equity
Can reachlarge
audiences
Weaknesses
Expensive
Cluttered
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Kinds of Advertising
Primary demand stimulation
Selective demand stimulation
Direct response advertising
Delayed response advertising
Corporate advertising
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Quick Q!
Ramroti Ltd. has come up with a first-of-its-kindportable device that can make up to 500 rotis at atime. Which of the following types of advertising is
most important to sell the product?a. Trade advertisingb. B2B advertising
c. Primary-demand advertising
d. Selective-demand advertisinge. Brand-building advertising
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Nimbooz 2009 From Pepsico
Brand HistoryNimbooz was launched in India on the 28th of February 2009.
Indias first nationally available packaged Nimbu Pani.
Brand AdvantageThe brand delivers very strongly on certain expectations. These are:Locally Relevant TasteNimbooz has capitalized on the existing familiarity with and high consumption of
home-made nimbu pani. It has remained true to its authentic Indian Identity byusing the traditional Matka (Earthen Pot) and Squeezer in the manufacturingprocess.Convenience and Great ValueThe product is available in three convenient formats, 350ml PET, 200ml RGB and200ml Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.
AccessibilityNimbooz is Indias first nationally available packaged Nimbu Pani.HygienicIt is just like home-made nimbu pani. You can enjoy its natural and deliciouslemony refreshment anywhere you go.QUICK BRAND FACTS
It was launched in India in 2009.
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Nimbooz by 7UP is an authentic drink thats made with real lemon
juice squeezed from the best of lemons.
It has No Fizz & no added Artificial Flavours.
It is tasty and 100% hygienic and is available in trendy and
convenient packs, so that you can enjoy natural delicious, lemony
refreshment anytime, anywhere
Nimbooz by 7UP.
Refreshing Nimbu pani with Real lemon Juice.
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Insight
Our culture is rich and deep rooted.No matter how much we migrate to a modern lifestyle, its
only when we enjoy truly familiar & authentic experiences(albeit in a contemporary way) that we can relish being our
true selves.
Brand Idea
Enjoy Being MyAsli Self
Brand Role
The ASLI Indian Refresher
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Nimbooz creative brief
Get busy Indian men and women
Who have adopted a modern lifestyle but still love their(Indian) tradition
To try Nimbooz, the real nimbu paani with real lemon juice
By telling them Nimbooz is the cool way to enjoy atraditional favourite
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Nimbooz Launch Objective
The objective of the promotion was to communicatethe launch of the brand Nimbooz with the proposition
Ekdum Asli Indian (Absolutely Real Indian).
which is a refreshing Nimbu Paani (Lemonade) with
Asli (Real) Lemon Juice
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Launch Package
Launched in Delhi, U.P., Haryana, Punjab, Maharashtra and Gujrat on18th March 08.
Launched in the above cities with TV, Radio, OOH, Press and BTL.
Association with Kings XI Punjab cricket team.
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Total Work
Nimbooz
Radio
OOH
Press ads
T.V
Billboards
BusShelters
MobileVan
Innovations
Hindustan Times
Hindi HindustanAmar Ujala Punjab Kesari Dainik Bhaskar
Big FM
Radio MirchiRed FM
MyFM
15 different channelIncluding IPL (setmax)
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Press Ads
Teaser Launch
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Invite and give away sent to the Opinion
leader/Bottlers/Media on the occasion of the launch
Invite and Give away
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INVITE/ GIVE AWAY
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Retail Package
POS was done to create impact across all themediums and drive consumption
Poster
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Poster Range look To highlight all three packs
Banner Gate Flange
Streamer
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The brands proposition ofEkdum Asli Indian (Absolutely Real Indian)was brought alive on outdoors in some very interesting ways.
Here are some examples.
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Jute Bag InstallationLocation: Mumbai
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Day 3
3 days to go for the real thing
Day 2
2 days to go for the real thing
Day 1
1 day to go for the real thing
Launch Day
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Giant Squeezer BottleInstallation and
Outdoor Mechanized Moving Squeezer
Location: Delhi, UP, Punjab, Haryana, Jaipur
Outdoor Mechanized Moving
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Teaser
Reveal
Outdoor Mechanized Moving
Squeezer
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IPL Indian Premier League
Our association with Kings XI Punjab cricket team
For 2009, Nimbooz was a part sponsor for Kings XI Punjab as Punjab isone of the key markets of Nimbooz .Therefore, the objective was toencourage general public into sampling the product and make thissponsorship regionally pertinent. This offered people from all over
Punjab an opportunity to dance with the Kings XI Punjab in South Africa.
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Outdoor Communication
Translation Drink Nimbooz and dance with Kings XI Punjab in South Africa
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Kings XI Tableau
Mechanics of the Promo:The Tableau was made to go around all the major
cities in Punjab in the span of 7 days. The participants wereexpected to come and give dance auditions at the tableau,
where winners were selected on the basis of theirperformance and were given an opportunity to dance with
Kings XI Punjab team in South Africa.
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Independence day CampaignMedia: Radio and Outdoor
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Nimbooz celebrated Independence Day in
Asli Indian style using Kite as a device.On that day, 200,000 kites weredistributed in Delhi and NCR
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Nimbooz TV Ad
http://localhost/var/www/apps/conversion/tmp/scratch_5/Glamour%20Calling%20Work%20Profile%20-%20Nimbooz%20Wedding.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/Glamour%20Calling%20Work%20Profile%20-%20Nimbooz%20Wedding.flv7/30/2019 ch1 introtoimc
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High and Low Control Messages
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Quick Q!
Which of the following tools ofcommunication is likely to create thehighest credibility among consumers?
a. Advertisingb. WOM Publicity
c. Sales promotion
d. Packaginge. Personal selling
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Cadburys Dairy Milk Shubh
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Cadbury s Dairy Milk ShubhAarambh (Consume Instead of
Traditional Sweets)
Cadburyscommercials
FM Radio talkshows where
peopleinteracted
Hoardings atCST
FacebookMid Days
New Years
Ad with aChocolateattachedEncourage people
to consume CadburyMilk Chocolate
Increase Perceived Value
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Shubh Aarambh
http://localhost/var/www/apps/conversion/tmp/scratch_5/Cadbury%20Dairy%20Milk%20-%20Shubh%20Aarambh%20-%20Hostel.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/Cadbury%20Dairy%20Milk%20-%20Shubh%20Aarambh%20-%20Hostel.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/Cadbury%20Dairy%20Milk%20-%20Shubh%20Aarambh%20-%20Hostel.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_5/Cadbury%20Dairy%20Milk%20-%20Shubh%20Aarambh%20-%20Hostel.flv7/30/2019 ch1 introtoimc
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Why IMC?
Decreasing impactof advtg
New ways toreach consumers
Demand for
greateraccountability
Growth ofdatabase mktg
Growth ofinternational mktg
Emphasis on
relationship mktg
Tighter controlover
communication
Changingcompensation
structure ofagencies
Need for a singlebrand custodian
Need for brandidentity
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Cadbury Worm Crisis in Oct 2003
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Crisis
Managementand
Communicationthrough an IMC
Plan
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Sales promotion
Increasesvalue
Decreasesprice
Increasesvalue
Decreasesprice
OR OR AND
Changes the price-value relationship of a product
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Tradesales
promotionAllowances
Salescontests
Price dealsTradeshows
Trainingprogrammes
Cooperativeadvertising
Sales promotion tools
Consumersales
promotion
Pricediscounts
Coupons
Sampling
Rebates Contests
Sweepstakes
Loyalty points
Point-of-purchase
B l i l ti
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Balancing sales promotion:How much is too much?
Strengths
Immediate results
Direct impact on sales
Measurable
Clears extra inventory
Fights competitive promotions
Gets trade support
Less expensive than advertising
Weaknesses
Short-term results
Makes consumers deal prone
May erode brand equity & loyalty
Cluttered
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Direct marketing
One-to-one approach thatuses advertising media toproduce an inquiry, atransaction and some
other immediateresponse
No intermediary between
manufacturer & customer
Requires a database
Direct mail
Direct response TV/radio
Mail-order catalogues
Internet
Telemarketing
Tools
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Direct marketing
Strengths
Highly targeted
Measurable
Personalization & customizationpossible
Two-way communication
Relationship building
Weaknesses
Expensive
Not suitable for large audiences
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Publicity
Non-personalcommunication bythird-party sources
regarding anorganizations products
Tools
Press releases
Press conferences
Special events
Opinion polls
Interviews
Contests
Weblog writeups
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Public relations
Positively influencingpublic opinion to buildgoodwill, and earn
appreciation andacceptance
May result in publicity
Tools
Publicity tools
Community affairs
Events andconventions
Corporate advertising
Lobbying
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The publics of PR
PR
Media
Community
Government
Shareholders
Customers
Employees
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Internet as a
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Internet as acommunication tool
Strengths
Direct, interactive
Low in cost
Personalized
Targeted
Up-to-date
Less intrusive
Weaknesses
Smaller audiences
Difficult for non-savvy audiences
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Axe creates a sensation!
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Personal selling
Personal presentation by arepresentative of anorganization with thepurpose of influencing
consumer buying decision,making a sale, or buildinglong-term relationships
Strengths Targeted, flexible,
interactive, measurable,offers immediatefeedback, ideal for high-value & high-deliberationproducts & nicheaudiences
Weaknesses Expensive, not suitable
for large audiences
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Unconventional media
NovelMedia
Customerservice
Packaging
Events,Trade shows Sponsorships
POP