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Integrated Marketing Communication

For
Kara Skin Care Wet Wipes
“A 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 enough
so 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.
 Role of each member
• Shakula Public relation
• Raj personal selling, Out
door acivities
• Sharma sales promotion
• Talyani Advertising print media

• Sunil radio Advertising, And

Editing 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, Direct
Mail etc.
By
Raj Anand

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Extensive Retail Presence
High Reach Retail Presence
- Education through promoters
-Sampling at the Point of Sales
-Clutter Breaking FSU’s
 Outdoor Campaign
High Visibility Outdoor Campaign through a
mix of outdoor media
-Hoardings
-Bus Shelters
-Utility
 Road Shows & Mall Activations
Kara Skin Zones at Malls /
Kara Road Shows at Key
Marketplaces
•Complete rejuvenation ritual with
Kara beauticians
•Fresh 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 any
company or institute and try to meet the
concern person and show their PPT.
While presentation they try to convince the
prospective customers
And after observing the
interest they decide the number of
samples to be given.
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P S….
• They do not do proper prospecting . Generally
cold 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 do
more personalize the deal
» They also provide the facility of customization on the
demand 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 is
very 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 and

different retailers.
The Distributor’s Margin is About 9%

The retailer’s 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 company’s
specialised people come from the head office.
For example advertising in teevision.
But the road shows, Sampling at the Point of Sales
Clutter Breaking FSU’s 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 • What is the most
persons are important thing you
recruited ? considered while
 After identifing selection ?
the need of Sales
 Experience
person generally
internal
recruitment is
done in our
department.

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P S …Suggestion and Recommendation

• From my point of view They need to do niche

marketing and need to personalize the deal.
• For institutional marketing like pharmacy, IT,
BPO companies, They can afford to keep the
price 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 market
and competition will become stiff. (From our
sources we came to know that Ginni, one of their
competitors in Chandigarh are covering the
pharmacy 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, Women’s Era, Grazia,
Elle, Cosmopoliton…)
• Sustained through the year
• Places it at par with international skin care brands
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
Multiple Station Radio Campaign
High frequency (10 spots a day) plan in
all 3 top stations
Variant Wise Ads on all top Radio
Stations
 Outdoor Campaign
High Visibility Outdoor Campaign through a
mix of outdoor media
-Hoardings
-Bus Shelters
-Utility
Extensive Retail Presence
High Reach Retail Presence
- Education through promoters
-Sampling at the Point of Sales
-Clutter Breaking FSU’s
 Road Shows & Mall Activations
Kara Skin Zones at Malls /
Kara Road Shows at Key
Marketplaces
•Complete rejuvenation ritual with
Kara beauticians
•Fresh natural ingredients to draw in
crowds
•Consumer engagement game to
match variants to usage triggers.
 Amity Business School

Thank You
………………………
For further queries, suggestions or
comments
santurajanand@gmail.com
raj1_anand@yahoo.com
Mob. No. 9899413801