INTEGRATED MARKETING COMMUNICATION

MILIND FADNAVIS

WHY IMC ?
EFFECTIVE MARKETING REQUIRES IMC DIFFERENT ROLES OF COMMUNICATION PROGRAM FOSTER CONSUMER AWARENESS ,KNOWLEDGE ABOUT ITS FEATURES , INTEREST IN PURCHASING , LIKELIHOOD OF TRYING PRODUCT AND/OR ACTUALLY PURCHASING IT

TITAN
TARGETING 7%-8% SHARE OF TOTAL GOLD JEWELLERY MARKET IN INDIA WHICH IS AROUND RS 1 LAKH CRORE DIFFERENT STRATEGIES FOR VARIOUS BRANDS 3 BRANDS TANISHQ ZOYA- TARGETTED TO H N I GOLD PLUS

AWARENESS OF PRODUCT

KNOWLEDGE ABOUT FEATURES

INTEREST IN PURCHASEEMOTIONAL APPEAL

LIKELIHOOD OF TRYING/ PURCHASE PRODUCT

INTRODUCTION OF SATURN BY GM
POSITIONED AS DIFFERENT CAR HIRED HAL RINEY TO CO-ORDINATE ALL COMMUNICATIONS POSITIONING THRU NATIONAL AD CAMPAIGN ,BROCHURES ,LOOK , SIGNAGE AT RETAIL OUTLETS OBJECTIVE- TO ENSURE PROGRAM ELEMENTS WORKED TOGETHER FOR SINGLE LOOK

HURDLE AND REMOVAL

LOCAL AUTOMOBILE DEALER WANTED TO GIVE AWAY A SATURN WOULD RUIN DIFFERENT KIND OF A CAR POSITIONING RINEYS INVOLVEMENT CONVERTED THE GIVE AWAY PROGRAM INTO A TRIP TO SATURNS MANUFACTURING FACILITY AND MEET EMPLOYEES AND VISIT PLACE WHERE CAR WAS BORN

LAUNCH OF UNINOR IN MAHARASHTRA

CONSISTENT PATTERN IN COMMUNICATION , UNIFORMITY IN COLOR , SIZE OF LOGO INCLUDES T-SHIRTS DURING LAUNCH , PRESS ADVERTISING

UNINOR

SOUTHWEST AIRLINES
VARIETY OF SERVICES WHILE LAUNCH OF SERVICE TO A NEW CITY OBJECTIVE- ESTABLISH POSITIONING IN CONSUMERS MIND HIT THE STREETS IN HIGH TRAFFIC AREAS DISTRIBUTING BAGS OF PEANUTS TO PASSERS BY TO EMPHASIZE SOUTHWESTS JUST PEANUTS FARES

IN PAST
MEDIA ADVERTISING WAS CORE TO COMMUNICATION STRATEGY FLANKED BY SUPPORTING ELEMENTS AS PROMOTIONS

NOW
VARIOUS REASONS TO USE OTHER FORMS OF COMMUNICATION PRESSURE FOR SHORT-TERM SALESSALES PROMOTION RISING POWER OF MIDDLE MEN SPENDING DIRECTED TO THEM THAN CUSTOMERS OPPORTUNITY AND CHALLENGE OF BRINGING TOGETHER WIDE VARIETY OF POSSIBLE COMMUNICATION OPTION

COMMUNICATION PROCESS

ONE- WAY COMMUNICATION

TWO-WAY COMMUNICATIONINSTANT

TWO- WAY COMMUNICATION TIME-LAG

AD FOR MILKMAID INFORMATION ON PRODUCT THRU NEWSPAPER COUPON TO BE SENT TO COMPANY FOR RECEPIE BOOK CLEARTRIP RESPONDING TO CUSTOMER COMPLAINT ON TWITTER

VERTICAL DIMENSION MASS ADDRESSABLE/CUSTOMIZED

THRU MASS MEDIUM

CUSTOMIZED TO NEEDS OF RECEPIENT

CUSTOMIZED-PERSONAL SELLING
SELLING POINTS OF A CAR FUEL EFFICIENCY TO PRICE CONSCIOUS BUYER CAPACITY TO A BIG FAMILY BUYER SAFETY BAGS TO YOUNG BUYER CRDI ENGINE AND TORQUE TO NERD

BEAT FROM GENERAL MOTORS INDIA

USE OF VARIOUS MEDIA CREATIVE- HEARTBEAT CAMPAIGN EXTENDED TO SPARK AND CHEVERLOT IN CASE OF LATER PROMISE OF 3 YEARS/45,000 KMS WARRANTY WITHIN 10 DAYS AFTER FILING BANKRUPTCY APPLICATION IN USA

POSITION OF MAJOR COMMUNICATION VEHICLES

INDIAN IN METRO
EXPOSED TO LARGE NUMBER OF ADS PER DAY CLOCK RADIO WAKES UP WITH INFORMATION AND AD DAY STARTS WITH NEWSPAPER/TV GOING TO WORK LARGE NUMBER OF BIL BOARDS INTERNET POP UPS AD SPENDING IN INDIA> RS 10 ,000 CRORES ONLY RS 500 CRORES SPENT ON RURAL MARKETS

CHARACTERISTICS OF MEDIA ADVERTISING

TV NEWSPAPERS RADIO MAGAZINES

TV
LARGELY NATIONAL MEDIUM MANY PRIVATE PLAYERS OPTION OF NATIONAL/REGIONAL COVERAGE ALSO LOCAL COVERAGE WITH CABLE OPERATOR BROAD SEGMENT REACH WITH SIGHT & SOUND MESSAGE HIGH COSTS MULTIPLE ADVERTISERS CLUTTER ZAPPING NO CONTROL ON SEQUENCING

NEWSPAPERS
NATIONAL / REGIONAL/LOCAL PLETHORA OF LOCAL NEWSPAPERS IN REGIONAL LANGUAGES SHORT LIFE NOW COLORED PRINTING FLEXIBILITY USED AS MEDIUM BY INSERTING LOOSE SHEET/LEAFLET- REGION IN TOWN/CITY COVERED

NEWSPAPERS
COMPARED TO TV NOT LOOKED AS INTRUSION CREDIBILITY GENERALLY INFORMATIONAL SIGHT ONLY MEDIUM RELATIVELY WEAK REPRODUCTION QUALITY COMPARED TO MAGAZINE

RADIO
REVOLUTION WITH FM WELL-SEGMENTED AUDIENCES RURAL MARKET VALUABLE LOCAL INFORMATION AS TRAFFIC JAM SOUND ONLY MEDIUM LIMITATIONS AS DESIGN OF SAREE CLUTTER ISSUE

MAGAZINES
CONTEXT /SOURCE MATCHING IMPORTANT MANOHAR KAHANIA , SACHCHI KAHANIA SHARP INCREASE IN NUMBER SPECIALIZED / GENERAL/SPECIAL ISSUES LONGER LIFE BETTER REPRODUCTION BENEFIT FROM PASS-ALONG READERSHIP

DIRECT MARKETING
INFOMERCIALS CATALOGS TELEMARKETING

INFOMERCIALS
LONG VIDEO PRESENTATION OF INFORMATION-HEAVY MESSAGE COMBINATION OF AD AND INFORMATION GOES WELL WITH RURAL INDIA IN GENERAL AND SONG AND DANCE SEQUENCE IN SOUTH IN PARTICULAR HIGH QUALITY , DETAILED MARKETING MESSAGE

CATALOGS
MULTI-PAGES PIECES SHOWING MERCHANDISE FOR SALE WOMEN APPAREL AND ACCESSORIES HOME PRODUCTS.GIFTS ,SPORTING GOODS COMPLEMENT TO RETAIL PRESENCE VARIETY OF CATALOGS USING CUSTOMER PURCHASE HISTORY AS GUIDE- WHICH CATALOG TO SEND TO WHOM AND WHAT FREQUENCY

DIRECT MAIL
GENERALLY INCLUDES A LETTER , SALES BROCHURE AND INSTRUCTIONS HOW TO REPLY OR REPLY FORM E-MAIL OFFERS OPPORTUNITY FOR CUSTOMIZATION AND QUICKER EXCHANGE OF INFORMATION

Direct Mailer Campaign 3 Travel Agents

Hurry!! No time to

COUNT the DISCOUNT

- Virgin offers a 15%
Discount on achievement of target

TELEMARKETING
SELLING BY PHONE RATHER THAN INPERSON IMMEDIATE TWO-WAY COMMUNICATION ADVANTAGE OVER DIRECT MAIL CALLER CAN CUSTOMIZE MESSAGE IN ACCORD WITH RECEIVERS INITIAL RESPONSE

TELEMARKETING
TECHNOLOGY- MAJOR FORCE FOSTERING GROWTH HELP OF STATISTICAL TECHNIQUES TO FIND SOLICITATION PATTERNS PRIMARY ISSUE WITH DIRECT MAILJUNK MAIL ATTITUDE

WEBMARKETING

MARKETING ON WEB

WEB
CUSTOMIZED MESSAGES INSTANT RESPONSE HYPER IMPULSIVITY DUE TO CLOSER CONJUCTION OF DESIRE ,TRANZACTION AND PAYMENT THAN ANY OTHER ENVIRONMENT LEAST DISRUPTION CAN SERVE IN LESS INTERACTIVE WAY BY POSTING OF BANNER ADS

ROUNDING OUT COMMUNICATION MIX

 EACH OF THESE UNDER DIRECT CONTROL OF COMPANY SOME FIRMS ROUND OUT THEIR MIX WITH PROGRAMS NOT DIRECTLY UNDER CONTROL EVENT MARKETING ,SPONSORSHIP AND PUBLICITY SOCIAL NETWORKING SITES TWITTERCUSTOMER IS THE MEDIA PUBLICITY GENERALLY INVOLVES THIRD PARTY WHO SENDS HIS OWN MESSAGE ABOUR COMPANY

FORMULATION OF IMC PROGRAM

FIRST 3 M AND THE HIERARCHY OF EFFECTS

MARKET, MISSION & MESSAGE PART IS BASICALLY FIGURING OUT STRATEGIC AND TACTICAL OBJECTIVES OF THE COMMUNICATION CAMPAIGN- WHO IS TARGET ? DESIRED IMPACT AND MESSAGE TO BE DELIVERED

USEFUL APPROACH-STAGES IN PURCHASE/CONSUMPTION

 COGNITIVE STAGE-COMMUNICATION TO PUT SOME FACTS IN MIND OF POTENTIAL CUSTOMER MAKE AWARE AND BUILD KNOWLEDGE BY CONVEYING SOME INFORMATION AFFECTIVE STAGE- PROSPECT DEVELOPS A FEELING TO THE NEW PRODUCT FINALLY PROCESS ENDS WITH AN ACTIONPURCHASE

ISSUE
NO ONE UNIVERSALLY APPLICABLE MODEL OF PURCHASE LEARN-FEEL-DO SEQUENCE- HIGH INVOLVEMENT FEEL-DO-LEARN SEQUENCE PURCHASE NO GREAT CONSEQUENCE , HENCE RELATIVELY UNINVOLVED IN PURCHASE PROCESS

FIRST STEP IN DEVELOPING IMC

ASSESS CONSUMER PURCHASE PROCESS RELEVANT TO GIVEN SITUATION DIFFERENT SEGMENTS FOLLOW DIFFERENT PROCESSES KISHORE BIYANIS OBSERVATION MUSLIM LADIES NORMALLY VISIT MALLS IN AFTERNOON ; INDIANS WANT A FEEL OF GRAIN AND HENCE FOODGRAINS ARE KEPT LOOSE IN BIG STAINLESS STEEL BINS NEXT STEP- OBTAIN GENERAL SENSE OF DISTRIBUTION OF POTENTIAL CUSTOMERS OVER STATES OF THE PROCESS AT THAT POINT OF TIME

DIFFERENT STAGES- DURABLE

IN BUYING CASE- BRAND CONSIDERED SIMILAR TO THOSE BEING ACTIVELY CONSIDERED BY THE PERSON IN CONSIDERATION CASE-BRAND CONSIDERED FAVORABLY BY THE PERSON FIRST CHOICE- PERSON WOULD SELECT BRAND IF DURABLE PURCHASE WERE TO BE MADE TODAY

MARKET

MISSION

MESSAGE

THE 4TH M- MEDIA

OPTIMAL MIX OF VEHICLES AFTER UNDERSTANDING MERIT/DEMERIT OF EACH AND COMMUNICATION PROGRAM OBJECTIVES MOVE PROSPECT THRU HIERARCHY QUICKLY ?

MEDIA

THE 5TH M- MONEY

SIZE OF COMMUNICATION BUDGET RULE OF THUMB BENCHMARKEING- STORY OF MILLWORKER AND WATCH SHOP COMPETITIVELY BASED BENCH-MARK SPEND TO HAVE SHARE OF VOICE( SOV : % OF PRODUCT CATEGORY SPENDING ATTRIBUTABLE TO THE FIRM ) EQUAL TO OUR SHARE OF MARKET

COMMUNICATION BUDGET IS FUNCTION OF SIZE AND HETROGENITY OF THE TARGET AUDIENCE NATURE OF MESSAGE RECEPTIVITY OF THE AUDIENCE AMOUNT OF CLUTTER

SIZE & HETROGENITY OF AUDIENCE

SIZE & HETROGENITY OF AUDIENCE

LARGER SIZE ; GREATER COST ALSO IMPORTANT- HETROGENITY & ACCESIBILITY VIA COMMUNICATION VEHICLES EASY TO REACH 300 STUDENTS OF IMTNAGPUR DIFFICULT TO REACH 70 STUDENTS WITH OPERATIONS SPECIALIZATION FROM 10 B GRADE BUSINESS SCHOOLS ALL OVER INDIA

NATURE OF MESSAGE

NATURE OF MESSAGECOMPLEX

RECEPTIVITY OF AUDIENCE
BUDGET LESS IF AUDIENCE SEEKING MESSAGE ; NO NEED TO BREAKTHROUGH CONSUMERS SCREENING MECHANISMUNWANTED MESSAGES HIGH INVOLVEMENT PURCHASES CONSUMERS PRO-ACTIVE ;REDUCES BURDEN OF COMMUNICATOR SATISFIED CUSTOMERS WITH LOW INTEREST PRODUCT BURDEN OF ATTRACTING CUSTOMERS

RECEPTIVITY OF AUDIENCE

CLUTTER
SPENDING LEVEL OF COMPETITORS CRUCIAL FACTOR IN INTENSITY OF EFFORT TO GET MESSAGE THROUGHMICROMAX IN IPL 20-20 IN CASES , SPENDING HAS TO REACH CERTAIN LEVEL BEFORE IT BREAKS THROUGH

CLUTTER

MEASUREMENT

MEASUREMENT
LEARNING ABOUT EFFECTS EFFORTS HAD CRUCIAL OUTPUT FOR FURTHER SPENDING LEVELS CLEAR STATEMENT OF OBJECTIVES CRUCCIAL QUANTITATIVE GOALS EASY TO MEASURE