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Imc 2 Presentation Transcript

  • 1. IMC 2Creating strategy
  • 2. The Message Problem Functions:  Encoding – putting thoughts into symbolic forms  Decoding –assign meaning to symbols encoded by the sender  Response – reactions of receiver  Feedback – part of receiver’s response communicated back to sender Noise – unplanned distortion during process, message received differs from message sent
  • 3. • Companies integrate their advertising efforts with a variety of other communication tools such as websites, direct marketing, sales promotion, publicity, and public relations, entertainment marketing, and sponsorship of events.
  • 4. What is Marketing• Marketing – an organizational function and a set of processes for creating, communicating and • Marketing Focuses on delivering value to customers and Relationships and Value for managing customer • IMC is about Promotion relationships in ways that benefit – which focuses on the organization and its relationship and stakeholders creation of value for the Consumer• Exchange – trade of something (money) of value between 2 parties
  • 5. The MarketAffects decisions related to what, how, when, and where message will be said.
  • 6. Market – target audienceTarget customer Non-customer targets: Primary  Potential investors Secondary  Channel members  Staff  Financial analysts
  • 7. ConsumerUnderstand what the consumer wants and needs.The product characteristics must now match what someone specifically wants to buy.Consumer is buying is the personal "buying experience."
  • 8. The Brand Contacts
  • 9. Unaware of1. Cognitive Stage Product ↓2. Awareness ↓3. Knowledge ↓4. Liking Affective Stage ↓5. Preference ↓ Conviction -6. Purchase Intent ↓ Behavioral7. Purchase Stage
  • 10. Four major contact points:1 PlannedDeliberate communication activities asadvertising, public relations, salespromotion, direct response, packaging,signage, stationery, etc.Most of an organizationscommunication programs are directedat this type of message.
  • 11. Four major contact points: 2 InferredInferred messages are the ones sent throughthe impressions the company or brand makeson people, e.g. the shareholders experiencewith management, the employees perceptionsof the benefit program, or the impact that theprice or place of distribution (type of store)has on the customers perception of the brandor company
  • 12. Four major contact points: 3 Maintenance These messages are communicated primarily through service--how acompany and its employees initiate and respond to customer contact--and that includes such things as the attitude of receptionists andsecretaries, as well as user reaction to a product instruction book, or theease of getting service.Customer service, as well as employee relations programs, deal withsome of these messages although seldom in a coherent or coordinatedway.
  • 13. Four major contact points: 4 Unplanned Factors like investigations by reporters,announcements by consumer advocate groups,product recalls, employee gossip, and disasters.Public relations has acknowledged theimportance of some aspects of this type ofmessage in its approach to issues management,crisis planning, and employee relations. Theseefforts are often ad hoc, however, and may ormay not be coordinated with any overridingcorporate communication plan.
  • 14. Communication Goals over the Product Life Cycle Focus on Brand Superiority and Consumer PreferencesFocus on Education aboutProduct ClassFeatures/Benefits andConsumer Awareness Focus on Brand Image and Consumer Loyalty Time
  • 15. Integrated Marketing Communications Definition• IMC – involves coordinating • American Association of the various promotional Advertising (the 4A’s) elements and other developed one of the first marketing activities that definitions of IMC: “concept communicate with a firms of marketing customers. communications planning that recognizes the added• IMC approach calls for a value of a comprehensive centralized messaging plan that evaluates the function so that everything strategic roles of a variety of a company says and does communication disciplines. communicates a common theme and positioning.
  • 16. A contemporary View• Don Schultz of Northwestern University developed a more appropriate definition of IMC: “IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, etc. The goal is to generate both short term financial returns and build long term brand and shareholder value.”
  • 17. Reasons for the Growing Importance of IMC • Strategically integrated communications functions better than individual focus. • The growth of buzz marketing whereby brand come-ons become part of popular culture, and consumers themselves are lured into spreading the message.
  • 18. Reasons for the Growing Importance of IMC A fundamental understanding that there is a need for greater contact pointsIt becomes important to There is already a marketing mix that ensuresincrease brand contacts more ready made opportunities for contact points Essentially there are four major contact points: Planned, inferred, maintenance and unplanned
  • 19. The IMC “Marketing Revolution”• Shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer- and trade oriented sales promotion.• Movement away from relying on advertising- focused approaches, which emphasize mass media such as network TV and national magazines, to solve communication problems.• A shift in marketplace power from manufacturers to retailers.• The rapid growth and development of database marketing.• Demands for greater accountability from advertising agencies and changes in the way agencies are compensated• The rapid growth of the internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.
  • 20. The Role of IMC in Branding• Brand identity is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of their product or service as well as image or type of associations that come to mind when consumers think about a brand.• Marketers realize that there are many ways to contact current and prospective customers; the key is to find a way that delivers the message effectively and efficiently.
  • 21. Communication Plan – Six M’sMarket – target audienceMission - goalsMoney - budgetMessage strategyMedia planMeasurement
  • 22. CommunicationA unified message with a feedback mechanism to make the communication two-way.Using understanding of non-traditional mediums, such as word of mouth to influence your position in the consumers mind.Usage of the many ways that a potential user hears (or see) the same message through the course of the day, each message reinforcing the earlier images
  • 23. Marketing Communication only communication occurs when the messages that are not consumer accepts, recognizable, are not transforms, and related to each other, categorizes the conflict with what has message. The storage already been stored, and retrieval system or are simply works on the basis of unrelated or matching incoming unimportant to the information with what person will simply not has already been be processed, but stored in memory. ignored.
  • 24. Marketing Message and ProcessingConsist of sensory and life experiences that can easily be identified and transformed into a unified concept,Have mental relationships to other categorized ideasFit into the categories and mental linkages that people have already created for themselves.
  • 25. The Message Judgement SystemConsumers match or test new information against what they already have and then make a judgment to add to, adapt, or reject the new material. When consumers reject the information or do not add or attach it to what they already have, there is a failure to communicate.
  • 26. In many cases, the failure to communicate is the result of the marketer being unable to match his or her messages or fields of experience with those of the prospect or customer.
  • 27. • The Promotional Mix: The Tools for IMC The Brand Contacts  Advertising• Promotion – coordination of all seller initiated  Public Relations efforts to set up channels of information and  Personal Selling persuasions in order to sell goods and services  Direct Marketing or promote an idea. Sponsership  Digital Solutions/Interactive• Promotional Mix – tools used to accomplish solutions an organizations communication objective.  Sales Promotions Includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.
  • 28. Advertising Publicity/ Public Relations• Any paid form of nonpersonal communication about an • Publicity – nonpersonal communications organization, product, service, or idea regarding an organization, product, service, or by an identified sponsor. idea not directly paid for or run under indentified sponsorship.• The nonpersonal aspect means that advertising involves mass media (TV, • Usually comes in the form of a news Radio, etc.) and can transmit a story, editorial, or announcement about an message to a large group of people at organization and or its products/services. once. Also, means there is no immediate feedback by recipient. • Public relations – is defined as the management function which evaluates public• Still the most cost effective way to attitudes, identifies the policies and reach large audiences at once. Also, is procedures of an individual or organization valuable tool for building company or with the public interest, and executes a brand equity as it is a powerful way program of action to earn public to provide information as well as understanding and acceptance. influence their perceptions.
  • 29. Direct Marketing • Direct marketing – a system of marketing by which an organizationDigital Media communicates directly with customers to generate a response and or transaction.• Interactive media – allow for a back- and-forth flow of information whereby users can participate in and • Fastest growing sector of the US modify the form and content of the economy information they receive in real time. • Direct response advertising – major• - Internet is having the greatest tool of direct marketing whereby a impact on marketing product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. • Credit cards, toll free phone numbers, and the internet are fueling the growth of direct marketing.
  • 30. Sales Promotion Marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate sales.Usually broken into two categories:1) consumer-oriented sales promotion (targets the ultimate consumer of a product or service and includes couponing, sampling, premiums, rebates, c ontests, sweepstakes, and various point of purchase materials).2) Trade- oriented sales promotion (targets marketing intermediaries such as wholesalers, retailers, and distributors and entails price deals, sales contest, merchandise allowances to encourage and promote a company’s product.
  • 31. • The IMC Planning Process IMC Involves Audience•  Integrated marketing Contact communications management – process of planning, executing, Audience contact evaluating, and controlling the perspective whereby they use of the various promotional mix elements to effectively consider all of the communicate with their target potential way of reaching audience their target audience and presenting the company•  Integrated marketing or brand in a favorable communications plan – provides manner. the framework for developing, implementing, and controlling the organizations IMC program.
  • 32. The IMC ProcessReview of Promotional Analysis of Developing the the Budget Integrated Monitoring, Program the determinatio Marketing Evaluation, aMarketing Situation Communicati Communications n nd Control Plan Analysis on Process Program
  • 33. Message StrategiesAffective Strategies Brand Strategies Resonance (Builds in  Brand User Strategies user experience &  Brand Image Strategy Consumer)  Brand Usage message Emotional  Corporate ads
  • 34. Brand StrategiesBrand User Strategies Brand Image Strategy The focus is on the  The development of a user personality such as celebrity use – Nike, watches, brand ambasadors Educational users - Apple
  • 35. Brand StrategiesBrand User Strategies Brand Image Strategy The focus is on the  The development of a user personality such as celebrity use – Nike, watches, brand ambasadors Educational users - Apple
  • 36. Brand StrategiesBrand Usage Message Corporate Image Stresses on the Strategy different uses for the  Building the corporate brand as a brand.  Trust becomes a key issue
  • 37. Hierachy of Effects ModelHierachy of Message effects Strategies Model Awareness and Cognative Message KnowledgeStrategies Liking Brand Affective Strategies Preferance Conative Conviction Actual Purchase
  • 38. Mini Case study 1:Jassi Jaissa koi nahi
  • 39.  Adopted from Ugly Betty In 2003, to a middle class audience hooked on toSaas bhi khabhi.... Pegged as intelligent viewing by its producers –Sony Entertainment – this was based on theoutcome of research Already tried out by a serial called Khwaish whichhad failed
  • 40. Marketing ChallengePromoting a less than good looking person- especially in the era of glamour
  • 41. The target – the new women Educated, modern – with a global outlook because of telivision Traditional yet glamourous Most Indian women understand the transformation to glamour Increasing tribe of multitasking women – who also empathise with working women Can understand women who can be brides without fulfilling conventions
  • 42. Sunil Lulla, Executive VP, Sony Entertainment Television, is the channels "pincer attack into the hearts of middle class India". "While challenging the established definition of beauty being purely external, it reflects the hopes, aspirations and values ofthe average Indian girl who like Jassi set out to make a mark for themselves in contemporary, emerging India."
  • 43. Marketing Objectives To drive sampling for the time slot and build reach at the shortest possible time To increase channel share with TVRs as well as audience preference index To make Jassi – the top rated show To create a hype about the serial To break the cieling of positioning in terms of the serial and the channel
  • 44. Some of the IMC media usedRadio, outdoor, print, flash mobs, and PR for promoting the show.
  • 45. 1st phase Euro RSG was hired The initial campaign was of blurbs – basically like a chat in teaser TV ads and hoardings The message was who is Jassi Mix included trains, airports, malls, Sms, WOM
  • 46. 2nd and 3 rd Phase The look and feel of the charecter was introduced The message of realistic simplicity was across all platforms – especially visually Events like flash mobs, named Apna Bazaar made raised the strength of the message Launched the shaher shaher mein charcha Vox populi Came up with Jassi pal club The internet clubs and chats on orkut were created
  • 47. http://www.bhatter.com/jassi/
  • 48. Results The first phase resulted in a net hit of 2 lahks TRP 5.2 within 4 episodes – a decent figure Greater opportunity as a platform as a IMC tool SET share in the prime time rose from 8.2% to 32% Conversion of clubs was about 8.5%
  • 49. Message Success & Failure Continious message girl next door was a success When the branded makeover started the TRP fell The most enduring image is of the girl with braces and glasses
  • 50. Viagra Mini Case Study
  • 51. es Message Strategy Our job is to communicate to men so they dont feel so embarrassed," says Janice Lipsky, U.S. team leader, Viagra. "Viagra advertising is very targeted to mens habits."
  • 52. Some IMC strategies Bob Dole – US Senator and President Nominee makes a PSA about erectile dysfunctio On line purchase Print, On line and TV ads Strong age friendly website Tagline: Love Life Again
  • 53. THE SITEThe site targeted the general public and (2) VIAGRA patients. Erectile dysfunction is still a taboo subject for many people. To put the visitor at ease, the VIAGRA.ca experience occurs in a relaxed club house and golf course setting -- an environment both comfortable and familiar to our target segment of men between the ages of 40 and 70.
  • 54. THE SITE Throughout the site, visitors are accompanied by an every day guy. He speaks to visitors and guides them through the site, answering their questions surrounding erectile dysfunction, the available treatment options, and VIAGRA itself.
  • 55. The SiteThe site was developed in Flash, and structured so that the video characters and content can function together or separately. Users can go through the whole site and just listen to the characters briefly sum up the content, or they can read the full site content without the characters. Even though VIAGRA.ca is created in Flash, the entire site is printable -- an essential feature for older users who often rely on printed text to retain information.
  • 56. The SiteFor the general public:Visitors who do not enter a DIN get access to the club house, a comfy space where they can browse nostalgic magazines, watch the latest VIAGRA TV commercials or print the "Talk to your Doctor Icebreaker".
  • 57. The SiteFor patients (protected by a DIN): Visitors who log in to the private site are greeted by two characters -- the every day guy and the Some creatives: The doctor -- who invite visitors to join them on a round of golf. While out on the course, the doctor casually answers common questions about VIAGRA.
  • 58. The site engages users and promotes interaction betweenphysicians and patients through innovative features such as an interactive self-screening questionnaire that delivers onlineresults, which the consumer can print out and share with their physician. The site also offers an independent content area designed for healthcare professionals.
  • 59. Co Branding With Playboy Alcohol advertisingand a range of products Today Viagra is a generic term