IMC
An Integrated Marketing Communications Presentation
Presented By:
BHARAT MAHESHWARI
NIRMAL GAJJAR
NIKITA SANGHVI
IMC
Situation Analysis
Batch 2009-2011 STEVENS BUSINESS SCHOOL
• With over 5 Million populations, Ahmedabad a Mega City
• ...
IMC
Competition Analysis
• Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by
Ahmedabad Mirror, CEPT Clean City, Paryava...
IMC
NEW MARKETING STRATEGY
• The new cleanliness program “SWACHCHHATA”
initiated by Ahmedabad Municipal Corporation will
h...
IMC
NEW MARKETING STRATEGY
Issues addressed:
• Solid waste management; recycling; public health; public awareness
and part...
IMC
INTEGRATED MARKETING
COMMUNICATIONS CAMPAIGN
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Target Market Profile
Geographic
• City: Ahmedabad
• Gender Ratio: 892 females:1000 males
• Zone:
– East
– West
– Nor...
IMC
Target Market Profile
Demographic
• Age: 14 - 45 years
• Gender Ratio (f:m): 892:1000
• Nationality: Indian
• Occupat...
IMC
Target Market Profile
Batch 2009-2011 STEVENS BUSINESS SCHOOL
Behavioral
• Readiness stage:
– Aware
• Attitude toward...
IMC
Positioning Statement
• “For sincere, responsible citizens of Ahmedabad
to create civic sense, to show consciousness a...
IMC
COMMUNICATIONS OBJECTIVE
BREAK THROUGH THE CLUTTER
• Emphasizing on the word ‘Swachchhata’ & Distinctive Logo
• Mass c...
IMC
COMMUNICATIONS OBJECTIVE
Batch 2009-2011 STEVENS BUSINESS SCHOOL
INFORMATIVE
• Telling the market about the new initia...
IMC
COMMUNICATIONS OBJECTIVE
MESSAGE STRATEGY
• Simple message: Do Clean, Get Green
• Affective Strategy – Affective..…Con...
IMC
COMMUNICATIONS OBJECTIVE
Batch 2009-2011 STEVENS BUSINESS SCHOOL
FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Ma...
IMC
ADVERTISING DESIGN
• The Creative Brief
– Objective: Building Brand Image
– Target Market: 14 - 45 yrs
– Message Theme...
IMC
ADVERTISING DESIGN
• Type Of Appeal
– Fear: Highlights negative consequences
– Rational: Knowledge stage will transmit...
IMC
ADVERTISING DESIGN
• Executional Framework
– Animation:
– Dramatisation:
• Encounter
• Problem
• Interaction
• Solutio...
IMC
Batch 2009-2011 STEVENS BUSINESS SCHOOL
Promotion Tools
Advertising
• Print Media
• Broadcasting media
• Display Media...
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
– Print media: Newspaper -
• Times of India, Eco...
IMC
Batch 2009-2011 STEVENS BUSINESS SCHOOL
Headline
Sub-headline
IMC
Promotion Tool: Advertisement
– Broadcast media:
1. Radio –
• 30 seconds Audio
• FM Channels: Radio Mirchi, Red FM, Ra...
IMC
Promotion Tool: Advertisement
Broadcast media:
2. Cinema Screens -
• 20 single screens theatres
• 4 multi-screen theat...
IMC
Promotion Tool: Advertisement
– Display media - Empirical sized Posters at :
• Railway Station,
• Bus -Stands,
• BRTS ...
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
AnInitiativebyAMC
IMC
Promotion Tool: Advertisement
– E-media
• Facebook – Community Page
• Website - www.docleangetgreen.com
Features:
– De...
IMC
Promotion Tool: Advertisement
Eg.:
• I use cloth bag when buying vegetable & fruits.
• I throw scrap or waste in dustb...
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
• Street meetings, street plays and door-to-door...
IMC
Promotion Tool: Advertisement
• Other Tools to Create High Visibility
– Put logo on dustbins which will be located at ...
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Promotion Tool: Advertisement
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Promotion Tool: PR
• The campaigns & initiatives taken by the volunteer
will itself give media coverage to the program...
IMC
Promotion Tool: PR
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Calling Corporate Sponsor
• Inviting corporate to be leading sponsor on
“Swachchhata”
• A unique Public-Private-Civil ...
IMC
Calling Corporate Sponsor
• Branding opportunities through the various media.
• Logo of the corporate sponsor will be ...
IMC
Calling Corporate Sponsor
• Branding opportunities on website www.
docleangetgreen.org
• Acknowledgements in press rel...
IMC
Corporate Logo
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
MEDIA BUDGET
The Objective & Task Method
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
Newspaper Ad Time Line
5. TOI 12. TOI 19. TOI
6. 13. 20
7. ET 14. DB 21. BS
1. TOI 8. 15. 22.
2. 9. SD 16. ET 23. SD
3...
IMC
Newspaper Budget
News paper Base price in
rupees / Sq.
Centimeter
Max. Printing
area in cm
Area require for
advertisem...
IMC
Theatre Screen Advertisement Budget
Place Format Number of
screens
Price * Duration in
sec
Total ( In Rs.)
Multiplex D...
IMC
Radio Budget
Hours
Frequency
in min
Total duration / day Rate/ 10 sec
Total price/
day
Total price/
month*
(in Rs.)
6 ...
IMC
Posters
Rate per poster* Total number of
posters
Total (in Rs.)
50 5000 2,50,000
* Including sheet cost & printing cha...
IMC
Total Media Budget
Media Budget in rupees (in Rs.)
Newspaper 38,93,760
Theater 10,56,000
Radio 2,16,000
Poster 2,50,00...
IMC
Media Time Line
Batch 2009-2011 STEVENS BUSINESS SCHOOL
IMC
CONCLUSION
• The new campaign of AMC – Swachchhata is about a responsibility of every citizen
belonging to any class, ...
IMC
REFERENCE
• http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-
cleanliness-ratings-/article...
IMC
Batch 2009-2011 STEVENS BUSINESS SCHOOL
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Do Clean, Get Green Presentation

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The presentation describes a cleanliness campaign named "Swachchhata" for Ahmedabad city. It mainly focuses on creating Swachchhata as a brand.It also describes the IMC campaign for the whole project.

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  • Intro , imc strategy, no. of schools & clgs
  • Bharat will start from this slide
  • Nirmal will take over from this slide
  • Do Clean, Get Green Presentation

    1. 1. IMC An Integrated Marketing Communications Presentation Presented By: BHARAT MAHESHWARI NIRMAL GAJJAR NIKITA SANGHVI
    2. 2. IMC Situation Analysis Batch 2009-2011 STEVENS BUSINESS SCHOOL • With over 5 Million populations, Ahmedabad a Mega City • Still lacks many basic infrastructure • Ranked 19th among 25 major cities on cleanliness, in the country. • Also scored poorly in universal access to toilets for all and in proper wastewater treatment, recycles & reuse of municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city. Source: city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of urban development REPORT CARD RANK CITY MARKS SCORED 1 Chandigarh 73.48 2 Mysore 70.65 3 Surat 69.08 9 Rajkot 56.11 19 Ahmedabad 50.28
    3. 3. IMC Competition Analysis • Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City, Paryavaran Bachao & many more… • Common characteristics of all the cleanliness campaigns: – Focus on large area cleanliness but not on individual level. – Stress on conative behavior. – Short term planning i.e. till the life of the campaign; the impact of the campaign gradually loses its sheen. – Needs a strong brand identity for campaigns. – Lack of expertise in educating people about how to inculcate cleanliness as a daily life activity. – Absence of action plan for control & measure for a long term planning. Batch 2009-2011 STEVENS BUSINESS SCHOOL
    4. 4. IMC NEW MARKETING STRATEGY • The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will have a ward level sanitation action plan to improve the situation on ground and also regular monitoring of municipal waste disposal system. Batch 2009-2011 STEVENS BUSINESS SCHOOL
    5. 5. IMC NEW MARKETING STRATEGY Issues addressed: • Solid waste management; recycling; public health; public awareness and participation Main Objectives set up by AMC through SWACHCHHATA program: • "Zero Garbage on Road" • Minimum landfill - Maximum recycling by Segregation of waste on the basis of bio-degradable & non bio-degradable • Creation of economical benefits for poor through self-employment • Redesign of municipal waste collection system Batch 2009-2011 STEVENS BUSINESS SCHOOL
    6. 6. IMC INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN Batch 2009-2011 STEVENS BUSINESS SCHOOL
    7. 7. IMC Target Market Profile Geographic • City: Ahmedabad • Gender Ratio: 892 females:1000 males • Zone: – East – West – North – South – Central – New-west • No. of Wards: 64 • Density: Urban • Total Population: 5,252,197 (2010 census) – Slum Population: 8% (Mostly migrants) * • Climate: Hot & Humid Batch 2009-2011 STEVENS BUSINESS SCHOOL Source:http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010 *http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
    8. 8. IMC Target Market Profile Demographic • Age: 14 - 45 years • Gender Ratio (f:m): 892:1000 • Nationality: Indian • Occupation: – Students – Corporates – Housewives – Professionals – Labours – Job – Service Batch 2009-2011 STEVENS BUSINESS SCHOOL
    9. 9. IMC Target Market Profile Batch 2009-2011 STEVENS BUSINESS SCHOOL Behavioral • Readiness stage: – Aware • Attitude towards Campaign – Enthusiastic – Positive
    10. 10. IMC Positioning Statement • “For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and care towards continuously degrading environment & making our city a better place to be in this world.” Tag Line: DO CLEAN, GET GREEN Batch 2009-2011 STEVENS BUSINESS SCHOOL
    11. 11. IMC COMMUNICATIONS OBJECTIVE BREAK THROUGH THE CLUTTER • Emphasizing on the word ‘Swachchhata’ & Distinctive Logo • Mass coverage : Urban as well as rural • Different approaches for the different market • High Visibility at public places • Focal point: Stimulate inner-self to take action i.e. “I care for my city & environment” Batch 2009-2011 STEVENS BUSINESS SCHOOL
    12. 12. IMC COMMUNICATIONS OBJECTIVE Batch 2009-2011 STEVENS BUSINESS SCHOOL INFORMATIVE • Telling the market about the new initiative taken by AMC • Building a distinctive identity of Swachchhata in the market • Building Swachchhata as a brand • Constructing AMC’s image • Encourage the action-oriented behaviour (self behaviour)
    13. 13. IMC COMMUNICATIONS OBJECTIVE MESSAGE STRATEGY • Simple message: Do Clean, Get Green • Affective Strategy – Affective..…Conative Behaviour……Cognitive… • Distinctive Logo with Quotations • Believable in the terms that the service will deliver the promised benefits Batch 2009-2011 STEVENS BUSINESS SCHOOL
    14. 14. IMC COMMUNICATIONS OBJECTIVE Batch 2009-2011 STEVENS BUSINESS SCHOOL FACTORS TO SELECT ADVERTISING MEDIA • Reach - Mass Market : Entire Ahmedabad • Frequency - high / intense • Continuity: Continuous Campaign BASIS FOR MEDIA SELECTION • Target-audience media habits • Service characteristics • Message characteristics • Cost
    15. 15. IMC ADVERTISING DESIGN • The Creative Brief – Objective: Building Brand Image – Target Market: 14 - 45 yrs – Message Theme: Self – help – Support: Government Authorized – Design: Visual Image Batch 2009-2011 STEVENS BUSINESS SCHOOL
    16. 16. IMC ADVERTISING DESIGN • Type Of Appeal – Fear: Highlights negative consequences – Rational: Knowledge stage will transmit basic service information – Emotions: Affection, Trust, Security – Music: Captures listener’s attention Batch 2009-2011 STEVENS BUSINESS SCHOOL
    17. 17. IMC ADVERTISING DESIGN • Executional Framework – Animation: – Dramatisation: • Encounter • Problem • Interaction • Solution – Authoritative: Survey Evidence Batch 2009-2011 STEVENS BUSINESS SCHOOL
    18. 18. IMC Batch 2009-2011 STEVENS BUSINESS SCHOOL Promotion Tools Advertising • Print Media • Broadcasting media • Display Media • E-media • Sponsorship • Street Play • Other High Visibility Tools Public Relations
    19. 19. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL – Print media: Newspaper - • Times of India, Economic Times, Business Standard • Gujarat Samachar, Divya Bhaskar, Sandesh
    20. 20. IMC Batch 2009-2011 STEVENS BUSINESS SCHOOL Headline Sub-headline
    21. 21. IMC Promotion Tool: Advertisement – Broadcast media: 1. Radio – • 30 seconds Audio • FM Channels: Radio Mirchi, Red FM, Radio One • Dialogue: Aap no saath, Amdavad ne swachchhta taraf vadharva ma madad roop thase….. nazeek ni dust bin ma kachro nakho, ane ahmdavad saaf banavo……. “Do clean and get green” Batch 2009-2011 STEVENS BUSINESS SCHOOL
    22. 22. IMC Promotion Tool: Advertisement Broadcast media: 2. Cinema Screens - • 20 single screens theatres • 4 multi-screen theatres Link of Video: Batch 2009-2011 STEVENS BUSINESS SCHOOL
    23. 23. IMC Promotion Tool: Advertisement – Display media - Empirical sized Posters at : • Railway Station, • Bus -Stands, • BRTS bus stands • Crowded places such as Vastrapur Lake, Kankaria Lake Batch 2009-2011 STEVENS BUSINESS SCHOOL
    24. 24. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL AnInitiativebyAMC
    25. 25. IMC Promotion Tool: Advertisement – E-media • Facebook – Community Page • Website - www.docleangetgreen.com Features: – Details about the program, Activities about to come or already happened – Name of the members/ volunteers, Corporate branding – Actions taken to take care of Environment, Competitive activities – Registration Form, Toll free no. : 1800 11 6666 – Invitation to Ideas/Suggestions – Library of Articles related to Cleanliness activities & campaign done at world level – E-mail ID: bharat.swachchhata@gmail.com Batch 2009-2011 STEVENS BUSINESS SCHOOL
    26. 26. IMC Promotion Tool: Advertisement Eg.: • I use cloth bag when buying vegetable & fruits. • I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room only. • I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use. This includes junk mail and food packaging materials, which those two make up the bulk of my recyclables. • I grow plants in and around my living space. Not only do these convert carbon dioxide into oxygen they have "grown on me " become part of my daily routine and bring a smile to my face. • I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does not always happen because I have a bit of the lead foot syndrome but I try. Batch 2009-2011 STEVENS BUSINESS SCHOOL
    27. 27. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL • Street meetings, street plays and door-to-door visits – Chalo Aaj Ek Bhalai Ka Kaam Karein! – Competition for ‘Most Swachchh Society’, exclusively for Old Ahmedabad areas. • Sponsorship of: – World Environment Day Celebration – 5th June – Inter-school events – Road Show – Kite Festival
    28. 28. IMC Promotion Tool: Advertisement • Other Tools to Create High Visibility – Put logo on dustbins which will be located at a distance of every 2 km on the sides of roads & at highly crowded places – Rag Pickers & Volunteers would be given T-shirts that will consist of logo & campaign name – Appreciation Award to Volunteers/Participants Batch 2009-2011 STEVENS BUSINESS SCHOOL
    29. 29. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL
    30. 30. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL
    31. 31. IMC Promotion Tool: Advertisement Batch 2009-2011 STEVENS BUSINESS SCHOOL
    32. 32. IMC Promotion Tool: PR • The campaigns & initiatives taken by the volunteer will itself give media coverage to the program. • The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on the basis of the steps taken to take care of cleanliness & participation in the program. This will also create a basis for PR. Batch 2009-2011 STEVENS BUSINESS SCHOOL
    33. 33. IMC Promotion Tool: PR Batch 2009-2011 STEVENS BUSINESS SCHOOL
    34. 34. IMC Calling Corporate Sponsor • Inviting corporate to be leading sponsor on “Swachchhata” • A unique Public-Private-Civil Society Partnership under Swachchhata Progam. • Helping build & cement the same with over 1000 volunteers from colleges, schools & concerned citizens. Batch 2009-2011 STEVENS BUSINESS SCHOOL
    35. 35. IMC Calling Corporate Sponsor • Branding opportunities through the various media. • Logo of the corporate sponsor will be carried out in all collaterals created by Swachchhata under the program as part of Third Party Audit. Such as around all posters & dustbins to be put up at strategic & high visibility places, Batch 2009-2011 STEVENS BUSINESS SCHOOL
    36. 36. IMC Calling Corporate Sponsor • Branding opportunities on website www. docleangetgreen.org • Acknowledgements in press releases & reports • Branding on Swachchhata Membership ID cards for volunteers Batch 2009-2011 STEVENS BUSINESS SCHOOL
    37. 37. IMC Corporate Logo Batch 2009-2011 STEVENS BUSINESS SCHOOL
    38. 38. IMC MEDIA BUDGET The Objective & Task Method Batch 2009-2011 STEVENS BUSINESS SCHOOL
    39. 39. IMC Newspaper Ad Time Line 5. TOI 12. TOI 19. TOI 6. 13. 20 7. ET 14. DB 21. BS 1. TOI 8. 15. 22. 2. 9. SD 16. ET 23. SD 3. GS 10. 17. 24. 4. 11. BS 18. GS 25. GS/TOI Batch 2009-2011 STEVENS BUSINESS SCHOOL
    40. 40. IMC Newspaper Budget News paper Base price in rupees / Sq. Centimeter Max. Printing area in cm Area require for advertisement Price in rupees English 280 52 x 36 26 x 36 2,62,080 Gujarati 240 52 x 36 26 x 36 2,24,640 Total 4,86,720* •Price per day, if advertisement is given 8 times a month. •Thus advt. would be printed in newspapers 16 times a month (in total) Source: Mr. Ketan, Advertisement agent, Times of India Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760
    41. 41. IMC Theatre Screen Advertisement Budget Place Format Number of screens Price * Duration in sec Total ( In Rs.) Multiplex Digital 4 11,000 60 44,000 Single screen Digital 1 5,200 60 5,200 Total 49,200 * Price in Rs./week, 60 sec duration before the movie starts Place Format Number of theater Price * Total ( in Rs.) On screen ad Digital 4 44,000 1,60,000 Single screen Digital 20 5,200 1,04,000 Total 2,64,000 1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000 Source: Cinemax official website
    42. 42. IMC Radio Budget Hours Frequency in min Total duration / day Rate/ 10 sec Total price/ day Total price/ month* (in Rs.) 6 30 mins 30sec*4times=120 sec 200 2400 72,000 * Per radio station 3 radio stations x Rs. 72,000 = Rs. 2,16,000 Source: RedFM, Ahmedabad Official Website
    43. 43. IMC Posters Rate per poster* Total number of posters Total (in Rs.) 50 5000 2,50,000 * Including sheet cost & printing charges
    44. 44. IMC Total Media Budget Media Budget in rupees (in Rs.) Newspaper 38,93,760 Theater 10,56,000 Radio 2,16,000 Poster 2,50,000 Other Expense 90,000 Total 54,99,760 •Hence, the first month media expense would be approx. Rs. 55 lac. •This would remain almost same for the second month also. •As the Program would gain some recognition the media budget would start decreasing.
    45. 45. IMC Media Time Line Batch 2009-2011 STEVENS BUSINESS SCHOOL
    46. 46. IMC CONCLUSION • The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging to any class, to keep his/her environment clean & green, to lead a healthy & friendly life and make the world to place to exist. • The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save the environment • The steps taken for evaluation and control are to ensure the success of not only the campaign but the spirit of Amdavadis. Certainly this is a duty, not a sin. "Cleanliness is indeed next to godliness." By: John Wesley Batch 2009-2011 STEVENS BUSINESS SCHOOL
    47. 47. IMC REFERENCE • http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in- cleanliness-ratings-/articleshow/5914236.cms • http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From =Archive&Source=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13& ViewMode=HTML&GZ=T&PageLabel=5&EntityId=Ar00501&AppName=1 • http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html • http://www.newworldencyclopedia.org/entry/Ahmedabad • http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010 • http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html • http://www.karmayog.org/library/html/libraryofarticles_348.htm • http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af • Integrated Advertising Promotion & Marketing Communications (3rd Edition) by Kenneth E. Clow and Donald E. Baach, Dorling Kindersley (India) Pvt. Ltd.(2007) Batch 2009-2011 STEVENS BUSINESS SCHOOL
    48. 48. IMC Batch 2009-2011 STEVENS BUSINESS SCHOOL
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