Indian Marketing System And Environment Group Assignment A Environment : Marketing Communication Industry: Soft Drinks (Non Alcoholic Beverages)
Marketing communications are messages and related media used to communicate with a market.
Those who practice advertising, direct marketing, marketing, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators .
Marketing Communication Mix
Any paid form of on non personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Direct marketing Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and transaction at any location.
Direct Marketing Catalogs Mailings Telemarketing Electronic Shopping TV Shopping Fax Mail E-mail Voice Mail
Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service.
Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill. Public Relations
Personal selling is the Face to face interaction with one or more prospective purchasers for the purpose of making sales.
Characteristics of Personal Selling:
Sender Encoding Media Decoding Receiver Noise Response Feedback Message
Rural vs Urban Rural Urban Needs to be educated and guided towards making a decision More aware and educated, need less guidance, hence have more autonomy over choice of product Once trust is formed, customer loyalty is hard to break Customer loyalty is stronger only for a few brands, but usually they’ll go for the brand providing the best product Need products with essential features, and not stripped down versions or urban products Apart from essential features, they also want additional features of luxury and utility Like to “touch” and “feel” a product before buying, therefore demonstrations are usually most effective Usually they like to “touch” and “feel” only high value products.
Trends in Marketing Communication
Traditional Advertising –
but stagnant or decreasing
New Media –
Digital Media –
personal and addressable
but lack the infrastructure or scale
Future Marketing Trends
Online Social Networks
Online Streaming videos
Behavioral to contextual
Interactive Brand Experiences
One-to-One Customer Interaction
Future Marketing Trends
Marketing communication as service
Growth spurt for interactive marketing
Engage the customer
Off line support for online campaigns
Future Marketing trends
Million bottles sold
Founded in 1886 by John Pemberton in Atlanta
Headquartered in Atlanta with operations in over 200 countries worldwide
More than 70% of its income outside US
Annual turnover of US$19.8 billion and US$ 1 billion in India alone
Product line includes:
Print & Broadcast Ads
Outer Packaging. E.g. bottles, cans
Motion Pictures. E.g. Taal
Gifts. E.g. Watches, bottle openers
Leaflets E.g. Dominos
Billboards & Display Signs
Games. E.g. at fares
Rebates to dealers
Fairs and Trade Shows
Press Kits. E.g. Beijing Olympics Torch Relay
Sponsorships: Cricket, Football, Awards etc
Charitable Donations e.g. School for Tsunami Victims
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