IMC Comprehensive project-2

Submitted To: Submitted By:

Mr. Parveen Singh Kalsi VIKAS BANSAL

6020070063

Q-1701

IMC Comprehensive project

Entity 1:

Selected brand: COTTON COUNTY

Comparison with: DUKE, LEVIS

Role of TV & Radio in advertisement of Cotton County clothes:

Television advertising in no doubt play a most influencer and crucial role in advertisements of
any products, also in Cotton County clothes and regarded as the most powerful of all
conventional advertising media. Through using TV advertisements, it is easy for the company to
encourage & convince the customers to purchase branded clothes to make better personality. By
showing visual impact of wearing Cotton county clothes means using words along with the
video, message can be comprehended in better way. TV is the topmost source of product
information and has grown phenomenally.

How TV can reach to the target audience:

TV is the prime advertising media, which provide information to 42% Indians daily. As Duke
branded clothes are for the upper middle class and for the upper class and all these social classes
have TVs in their houses and by giving advertisements on TV, communication would be
conveyed to potential customers of the company to enhance the purchase of the Duke clothes by
convincing and encouraging them. Various channels can play pivotal role in TV advertising.
Radio as advertising media:

Radio would not be a appropriate advertising media for number of reasons for the advertisement
of Cotton County clothes such as

1) Not good penetration power.

2) Not effective media because product demonstration can not be given.
3) Not visual impact of wearing Cotton county clothes.

How Tv and radio achieve media objectives:

1) Stimulate the sale of cotton County clothes.

2) Enhance the awareness of clothes.
3) Long term brand building exercise.
4) Increase customer loyality.

Advantages of using TV:

More penetration power as compare to the other advertising Medias.

Audio as well as visual impact can be shown.

Easy to convince customers by Tv advertising.

Media Budget:

Total media expenditure on advertising would be of 15-18% of total sales generation as

compare to the approximate 12% budget spend by Levis and other competitors’. So
percentage of sale method would be adopted in order to build a brand in customers mind.

Network or cable programs as part of TV media schedule:

Yes, I will give advertisement both on network and on cable programs in order to make TV
ad more effective and to lure most customers to purchase Cotton county branded clothes. Eg.
Zee Television ltd. Or cable companies to target a specific group of customers in an area
through a network of optical fibres and broadband amplifiers. By using cable TV, the number
of local channels and program has increased substianily.
 Network and cable program as media schedule:

Star Plus and Zee Telefilms, both are popular Hindi and regional language network would be
used as network selection. Cable program like Siti channel for local audience to reach to
maximum audience, which other channels are not able to provide information.

Reasons for selecting this:

1) To target specific group of customers.

2) In deep information penetration.
3) Thorough communication distribution along with content of message.
4) Advertisements on all related channels through network.

Use of Radio as a media plan:

In cars, generally radio is used as communication media by giving advertisements during

any program. FM radio & Radio Mirchi are powerful source of information provider.
Some theme based advertisements can be given or communicated through Radio
advertisement.

Entity 2) :

Role of Magazine and newspaper in media plan:

As the target audience for the Cotton County is educated people and because of this
newspaper offer a good convenient localized medium to communicate with the masses.
Because newspaper is available in all languages across the country and is able to capture the
local flavor and local touch for advertisements of Cotton county branded clothes. It is a good
medium of advertisement. Written message or communication can be conveyed in different
states in respective languages irrespective of one language used on TV ad, which in turn is
not able to comprehend by each and every individual for the communication purpose.
Information thus conveyed can be read and consumed by the target audience at leisure for
maximum effect.

In Magazines like 4p’s, Business Economy and general print advertisement can be
given because now a days these are read by maximum people and magazines are getting a lot
of popularity. So, Cotton County can cash this opportunity by giving ads in these magazines.
They have a longer shelf life and the greater pass along audiences. Magazines today are very
 specialized and therefore it is possible to advertise specific product categories to specific
target segments.

Percentage of media Budget would spend on Magazine and newspaper:

Out of total 18%age of sale budget, around 10% would be spend on the Magazine and
newspaper advertisements. This is because for branded clothes print advertisement have
more longer and powerful impact by showing one man in fabulous personality by nwearing
the Cotton County clothes.

Class of magazines and specific publications:

Consumer magazines like reader’s digest & Magazines related to business such as Business
Economy, Business Today, Retail Magazine, HR magazine and various localized magazines
for the purpose of communicating the message in print form, which has more impact in case
of branded clothes.

Reasons to use these magazines:

1) Because Cotton County is targeting educated and upper middle class, so theses
magazines are generally read by theses categories of people. So chances are more that
message will be communicated to the maximum target audience.
2) Related to specific field means read by different classes of customers or readers.
3) Maximum reach to all target customers or viewers.
4) Generally Economical and retail magazine is specially for apparels.

Factors considering while advertisements in newspaper:

➢ Print ads should be given in the form of display means contain more graphic information
and spread through out the newspaper.
➢ More & more Ads in the end of the month or beginning of the month, because maximum
purchase of clothes done at those times.
➢ Classified advertising form.
➢ Ad should be attractive to lure the customers.
➢ In case of sales promotion, discounts or other benefits must highlighted.
➢ Use respective language of newspaper in the context of communication.
➢ Creative advertisement.

Sources of information for newspaper & Magazines:

 Association of Indian magazines and standard rate & data services are source of
information for the magazines purpose, to whom company would consult to conveyed the
message to target audience. Technologies like 3-D image, color changing ads and pop-
ups would be used to avoid advertising clutter.

Entity 3)

Variety of support media:

Apart from the TV, newspaper and magazines other forms of media channels like (along with
reasons)

✔ Cinema advertising: The logic behind choosing this is because with the advent of
multiplexes and the rising multiplex culture, increases in footfalls due to a good
number of innovative mass this medium has become emerging channel for
advertisements.

✔ Product placements: by this move means any popular actor can be shown in movies
of wearing Cotton County clothes.

✔ Shop window displays: It will lead to impulsive buying by displaying the product in
front of the customers, in retail stores. It would enhance exposure for the
company’s product.

✔ Point of sale material: By putting display signs and streamers 0n various popular
places and at rush places would extensively promote the cotton County clothes. It
would give 24 hours media exposure to target customers.

✔ Gas balloons: As outdoor promotion tool which can be used as reminder’s for the
company’s brand. It helps because of lack of clutter, unlike the other medias.

✔ Building wraps: By covering all the building with outdoor signage, it would attract
the customers towards brand and get popular because of its uniqueness.
Absolute and relative costs of these media of advertising:

On an average 8% of total budget of advertisement would be spend to promote Cotton County

clothes through theses media channels as a part of media plan of the company. This is because of
the fact that by this move huge effectively promotion would take place for the company as partb
of its media strategy.

Rational for these types of advertisements:

Entity 4):

Direct response media for Cotton county clothes:

Yes, this medium might be used as to promote Cotton county or for marketing theses clothes. Eg.

• Direct mail that attempt to get the potential customer buy the cotton county clothes either
through a discount or some other attractive offers. It may be toll free number or coupon.
• Sales promotion: Sampling, gifts, price offs and contests etc to lure the customers to
purchase sales promoting product.
• Through public relation through getting good coverage for the company and its brand
across the media. This would ensure the good media coverage for the company and so
therefore must have good relationship with the media.
• Sports events and trade fairs tools are prominent approaches for promotion purposes to
increases brand awareness & to spur the sale of advertised products as effective medium
of advertisement as direct response media.
Cost and budget allocation for their inclusion:

In sales promotion part through price off 50 + 20% off would be given to enhance the sale for
short term objectives fulfillments. Budget allocation for these advertisements medias are around
3-5% of total sales.

Direct response would be beneficial for the customers who are secondary customers for the
company, not for first time customers (in maximum cases)

Entity 5):

Internet strategy for Cotton County clothes:

Internet is the fast growing advertising media. as online shopping becomes more prevalent, one
can expect online advertising to increase.

✔ Pop-ups is the most vibrant & can attract the attentions of people when they would use
the internet in their routine works. So chances are there that advertisements would get
noticed by the individuals and are cost effective means of advertisement.

✔ On various sites advertisements can be given as other players are doing such as Bharti
matrimonial.

Design of website:
 Find a Store
Franchise Enquiry
About Us
More results from cottoncounty.in »

Different types of cloth

es
Price range
Discounts and offers
Sales promotion forms:
Advertising
BANDED OFFER Display
advertising
COUPON
PRICE OFF
CONSUMER CONTESTS

Inclusion of e-commerce and public relation:

Yes, in the site these options would be included to promote the cotton county clothes and to
increase its awareness among the target audience.

e-commerce would increase the sale through on line purchase orders from the customers by
putting the options of on line purchase on the site.

Through public relation over all image of the company among suppliers and firm’s customers
would improve and lead to positive impression on customers.

Reasons for including these options site are:

Entity 6):

Sales promotion (Below the line) as a part of IMC plan:

As communication mix element sales promotion change the price value relationship of a product
by lowering the price, increasing the value or both. it is directed to both end customers and
retailers in various forms to promote the brand and enhance the sale in short term. When a
consumer is offered say up to 50% discount, it may not effect the general attitude towards the
product, but may induce him to purchase the product. It can be used as strategic tool for
introducing new line of products in the market.

Use of sales promotion for communication purpose:

Sales promotion to consumers:

Price off: 50 + 20% off on all Cotton County clothes.

Banded offers: two shirts at a discounted price.

Coupons: on next time purchase of clothes, this coupon would be redeemed.

Consumer contests: to create the excitement among the target segment, contests are used
normally. Like completion of a line such as I like to wear Cotton County clothes
because-------------------

Because this segment is price sensitive, and are looking for the discounts, sales promotion to
consumers would lead to immediate purchase action. This is known as pull promotion to get
attempt to the customers to the retail outlet to ask for & buy the advertised product.
Sales promotion to traders:

 Dealers gift: if the dealers would purchase more cotton county clothes then some sort of
gifts such as TV and refrigerators will be given as gifts.
 Point of sale material: display stands, racks and in store hoardings.
 Dealer discount: on bulk purchase of clothes.
 Cooperative advertising: sharing of cost of advertising.

Objectives of sales promotion for Cotton County:

1) To increase the market share of branded clothes.

2) To spell out the promotion strategy.
3) To accomplish the objectives of the company.
4) To increase the sales by 30-50% in short run.

Advantages of sales promotion for cotton county:

1) It produces immediate results.

2) Prevent competitor entry in the market.
3) Easy to design and implement.
4) Help to build a database.
5) Impulse buying.

Sales promotion budget:

Both Affordability and percentage of sales method would be used to allocating budget to theses
promotional activities by the company.

Alignment of advertising and sales promotion activities:

The strategy is to use simultaneously both tools for fulfillment of short and long term objectives.
This advertising support is sometimes given in addition to the normal advertising to enhance the
sale in particular period of time. Advertising is form of PULL promotion and where as sales
promotion is both PUSH & PULL activities.

Evaluating the sales promotion campaign:

On three different stages

 1) Before the commencement of the campaign.
2) During the campaign.
3) After the campaign.

To check the effectiveness of the running campaign

Entity 7):

Public relation plan:

The essential role of public relation is to correct a negative image and enhance the positive
image of the company or its brands in the minds of its target customers by using various tools. It
is a process of engaging the target segment in an interesting way so that it responds favorably to
the intended communication.

Internal publics: internal marketing by its employees and it need to be segment much on the lines
of market segmentations as in the case of marketing place.

External public: customers, suppliers, And trade unions spread good words about the company as
promotion of brands.

Type of public relations use by Cotton County:

1) Media relation: healthy relations with TV channels and press reporters for positive
publicity and for full fledged media coverage.
2) Through Corporate Social Responsibility: By evolving in CSR, any company can
enhance its image through health care programs and by providing free educations to the
needy students and it would lead to image of being a good citizen.
3) Employees relation: by satisfying the workers of the company by the HR department.
4) Marketing public relations by achieving its objectives.

Tools for public relation: Corporate Brochures

Posters

Special events
Implementation of Public Relation program:

• Location for carrying out the PR program to spread positive message and to interaction
with various stakeholders for this purpose.
• Invitations for the selected persons of media and other departments.
• Running an ad campaign.
• Posters, banners and other POP as promotional activities.
• Follow up services.

Evaluation of Program:

In order to get to know about the success of launched public relation program, evaluation is must
to achieve its objectives.

Entity 8):

Role of personal selling in The IMC of Cotton County:

This technique is one of the unconventional promotional media technique by selling the products
through a salesman. But his approach would not be effective in the case of cotton county clothes,
reason being not a high involvement product and a wide variety of clothes can not be displayed
by the sales person to target customers while interacting with them. because company is using
other forms of communications to educate the customers about its branded clothes, this method
would not find its place in IMC communication plan as a promotional strategy.

Entity 9):

Measures of effectiveness:

1) Achieving the sales target: the first and foremost objective is to achieve the sales target
set up by the company for which a numbers of sales promotional tools and advertisings
have been launched. Because sales is life blood for any company to survive and without
sale it is impossible. So sale is must for cotton county clothes which is the sole purpose
of any organization.
2) Brand recall exercise in future to purchase the advertised product
3) Increase the brand awareness by building the long term relationship with the customers
and positive image of the company.
4) Healthy image of the company in front of the customers.
5) Cost benefits analysis.
6) Return on investments made on campaigns.

When should measure effectiveness:

At pretest or posttest phase:

Cotton County would use both pretest and post testing to check the position of the company
before and after launching the campaigns.

Pretest would be done to point out any bad thing in campaign which could hamper the image
and sale of the company by putting adversely impact on company. Apart from this company can
test other promotional tools.

Posttest is to check the effectiveness of the campaign means to know about whether the
company was able to achieve its objectives smoothly or not. It is designed to determine how for
marketing communication objectives have been attained and how this information should guide
future planning. Generally post testing reveals the clear picture of launched campaign and its
effectiveness in terms of quantities and qualitative results. By taking theses points in to
considerations company can spell out its future communication plan with more synergistic
approach.

So both pretest and post testing are necessary to evaluate the performance of the running
promotional campaign.

Laboratory or Field tests: (Place for testing the campaign)

Field test methodology is impactful to check the efficacy of campaign. Because theses tests are
done in natural consumption environment such as offices, homes and in shopping malls. Fields
test overcome the “lack of realism” limitations of lab tests. Cotton County clothes promotional
tests would give more accurate pictures by using field tests without any biasness and in actual
conditions by which customers can be influenced under natural conditions. Apart from this these
tests take long period of time, so give useful and completely candid picture to the company,
which in further can be used effectively for promotions purposes.

Entity 10):

Potential of Cotton County clothes in international market:

IN this globalized era, all products can easily cross the national boundaries (if marketing barriers
are not imposed) to make its presence all around the world. After the MFT (Multi fibre act) there
is immense opportunities for clothes to find its place in globalised market. So lot of potential lies
in international market to be successful and to generate the sale of branded clothes. A lot of
branded clothes export takes place from India in foreign countries.

International forces (Diamond porter’s Model):

✔ Demand conditions: to manufacture the clothes near to the country of export for the
reason being of low cost of transportation and should export to the countries, where
demand of those clothes exist for longer period of time.
 ✔ Factor conditions: Skilled labours, capital and technology should be appropriate to give
challenge to the foreign garment industry.
✔ Related and supported industries: Piggy back approach means availability of all related
things/products for manufacturing in host countries.
✔ Firm strategy and Rivals: low marketing barriers and home company strategy to play
imperative role in host countries.

Plan for international marketing of Cotton County clothes:

Distribution strategy: because company has not any prior knowledge of doing business in
international market, so through export and by involving middleman, clothes would be send to
foreign countries. (Including cost and freight)

✔ Promotion strategy: Personal selling by appointing company’s salesperson in host

countries by conversation with one or more prospective purchasers.
✔ Telemarketing: by using telephones as direct marketing field.
✔ Expatriate personnel: by sending company’s sales person to exporting country because he
is familiar with company’s product and technology.
✔ International advertising in their respective countries for the purpose of enhancing brand
awareness of branded clothes in international market.
✔ Publicity and sales promotion material for generating sales in price sensitive countries.

Pricing strategies: as we know price play pivotal role in success of any product. So price should
be in accordance with the conditions of the respective country. price must be based on the
demand conditions in foreign market as explained in Porter’s model and it must include:

Manufacturing cost

Freight and insurance

Carrying cost

Product strategies: all branded clothes of Cotton County and in fine packaging to lure the
customers by putting all relevant information on the pack.

Globalised or localized campaign

as slogan goes THINK GLOBASLY AND ACT LOCALY, company would put emphasis on
local advertising to convince the customers to purchase the advertised products. As it is more
powerful approach of advertising.

Various issues in International advertising:

 ➢ Agency selection: in different countries, advertising agency would be different because
this local agencies can better execute the communicating message.
➢ Creative strategy: advertising is all about creativity. If ads will be more creative, than it
would put more impact on customers mind and prevent cluttering.
➢ Media selection: TV for building longer term relationship with the customers and for
brand recall exercise, Print form and other unconventional media forms like Balloons,
and out door like Neon signs and hoardings.

Sales promotion for clothes would be used in the countries where customers are more price
sensitive and want clothes on discounted prices and at economical prices, because of less
disposable income. As describer earlier, public relation and personal selling would also included
in marketing of Cotton County apparels in abroad.

Entity 11) :

Evaluation of IMC plan of Cotton county apparels:

IMC plan developed for the Cotton county apparels are confined with the all rules and
regulations of Indian legislation like The Indian Penal Code (IPC),1860, Trade mark Act and
other all acts which are applicable to advertisings. No body can challenge this IMC plan because
there is not any breach of the act and use of illegal or objectionable materials included in
developing IMC plan.

MEMO for addressing any legal action on advertising if might happen:

Self regulatory code of conducts in advertising, manage by itself advertising industry without
intervention of the law to solve any dispute if happen because of illegal promotion. Bodies like
ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI) is for this purpose. All relevant
points would be taken in to considerations like:

• Truthful and honest ads for the interest of customers.

• Don’t mislead customers.
• Ads without any issue regarding use of race, caste & nationality.

Alignment of the IMC plan with industry self regulatory guidelines:

Yes, definitely, our IMC plan with the in tune of industry guidelines without breaching any act
or issues regarding guidelines fixed by the advertising industry. All parameters or requirements
like:

• Information and claims would be truthful and honest.

• Enrollment of any person or firm or institution with their approvals and all relevant
knowledge.
• Avoiding misleading customers on every aspects.
• Not abusing trust of the customers.

Not any challenge company would face from competitors or from Govt:

Because all legislations and rules of advertisings would be taken in to considerations, so there
are not chances of any regularity action from any authorized person and to put the company’s
advertising in dark or dented the image of the company.

Potential problems and how to solve them (Remedy):

➢ Case of comparative advertising: by showing that our company is offering this much of
discount as comparing with other competitors and in terms of quality and performance
parameters in making rational purchase decisions.

Remedy: comparison would be based on same parameters may be on price or quality with the
competitors brand.
 ➢ Stereotyping: Suppose any person did not get selected because he was not wearing
formal dress may be of Cotton County and after wearing those clothes get selected.

Remedy: by showing that if you would wear Cotton County clothes during your interview,
chances of your selections are more as compare to the selection of other persons because that
very person is not in branded company (might be in cotton county) clothes.

Entity 12):

IMC plan from Social and Ethical perspective:

From social point of view, communication plan of this product has not any negative impact n the
society as for as promotion is concerned. All the promotional tools adopted by the company is
acceptable and any harm to the society would in occur due to this promotion. All the ads are
taking in to the considerations the interest of every individual means earning respect from
people, it is because it is the society who puts a lot of contribution in the success of the product
by convincing with the ads.

As for as ethical view is concerned promotional strategy of Cotton County in confined to all the
rules and regulations made out by the govt. and not involvement of any unethical issue. Ads are
not breaching any code of conduct and not violation of any law means not going against the
legislation.

All the information provided in the advertisements are:

➢ Not misleading.
➢ Comparative ads on same parameters.
➢ Not engaged in “unfair trade practice”
➢ Not playing with the religious sentiments of the public.
➢ Avoiding the practices of Subliminal advertising.

Yes, company can defend advertising & promotional plan of Cotton County from social and
ethical perspective by not enrolling itself in the practices of unethical and which hampers the
interest of the public and insist them to criticize the promotional strategies, resulting in to lose-
lose situation.

Social consequences of advertising and promotional plan:

No, there are not any negative or adversely out comes of promotional plan adopted by the
company. Reason being the ads are socially acceptable. All the techniques or characters used in
the ads are ethical and respected to the general public.

Analysis from various group of society:

All the groups of the society are cheerful and are showing favorable response towards the cotton
county products and the promotional strategy. By not engaged itself in to illegal and unethical
practices, promotional tools are able to find its respectful place in the society by strengthen its
position in the market. So all the groups in the society have positive impactful response towards
the advertisements.