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Analysing the IMC campaigns of kutchina, glen and faber

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For the subject Integrated Marketing Communication, we analysed the scope of Kutchina's, Glen's and Faber's marketing campaigns.

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Analysing the IMC campaigns of kutchina, glen and faber

  1. 1. IMC Comparative IMC analysis
  2. 2. Analyse the IMC campaigns of Kutchina, Glen and Faber Compare the three different brand campaigns  Measure their effectiveness in promoting the brand. Executive Summary
  3. 3. Executive Summary 01. 02. 03. Examined secondary data for examining the IMC campaigns Did a survey aimed at testing the consumer’s existing brand perception and knowledge Performed several analyses in order to determine whether the used were appropriate and effective
  4. 4. Summary of the IMC campaigns Paid Earned www Owned Not the main focus Difficult to convince No product awareness Not keen on getting customers through websites Web sites with bare minimum information More for Brand awareness and presence Review and third party sites Social Media
  5. 5. Paid Audience Preferences Message Goals Printed media TV Ads People watching soap channels, people reading interior magazines Cutting edge technology and style Personal hygiene Great Value for money Product awareness Product & brand awareness Brand awareness 2 press releases Reviewed in magazines Kitchen Desire & Society Interior Not applicable 1 10
  6. 6. Owned GLEN AD wwwwww wwwwww www www www wwwwww www ww wwwwww Targeted at young Indian couples who live alone and want a good life. It is elitist with the focus on eliminating mild irritants like lingering food smell.  The household and couple have a distinct modern outlook clearly defining their target group. 
  7. 7. Owned GLEN WEBSITE wwwwww wwwwww www www www wwwwww www ww wwwwww The site is easily navigable with features like Dealer, Service and Warranty information being highlighted. Glen’s website also doubles up as an e-commerce website as the customer can order products online.
  8. 8. Owned FABER AD wwwwww wwwwww www www www wwwwww www ww wwwwww The ad Faber India Kitchen Essentials, describes a typical metropolitan family in India. Advertisements by dealers DIY videos 
  9. 9. Owned FABER WEBSITE wwwwww wwwwww www www www wwwwww www ww wwwwww Faber’s website is the best among the three brands in terms of design and aesthetics. It is very easy to navigate even for beginners.
  10. 10. Owned KUTCHINA AD wwwwww wwwwww www www www wwwwww www ww wwwwww Their ad is primarily trying to be informative about technology. Focus is on the auto-clean aspect of the chimney
  11. 11. Owned KUTCHINA WEBSITE wwwwww wwwwww www www www wwwwww www ww wwwwww Kutchina has a very dull looking website, which is not very interactive. The price of the products is not given on the website, which is not a very good sign.
  12. 12. Earned Presence Experience Content of posts Strategy Inquiry response rate Motive promoted Weak presence Powerful presencePowerful presence New to Facebook (2015) Using Facebook from 2011 Using Facebook from 2013 Creation of brand image and awareness Consumer education Follower retention Contests; Brand advertisement; Holiday congratulations Product advertisement and usage suggestions; Holiday congratulations Contests; Helpful kitchen tips; Holiday congratulations Very efficient Not practiced Not practiced “kitchen appliances for everyone” “healthy and tasty food” ”family cooking” No. of likes 399 12351786456 FacebookSummary
  13. 13. Earned Followers Likes Presence Content of posts Strategy Motive promoted 938 67216 7 62 137 Product advertisement; Brand related news Product advertisement and usage suggestions; Holiday congratulations Contests; Helpful kitchen tips; Holiday congratulations Modest presence; Low Like/Follower ratio Week presence; high Like/Follower ratio Modest presence; high Like/Follower ration Not clear; Not consistent with Facebook activities Consumer education Follower retention Not clear “Healthy and tasty food” ”Family cooking” Tweets 145 134596 TwitterSummary
  14. 14. Analysis of the Survey Mode Where How many Hardcopies Online version Total 27 responses...people were very reluctant to fill the survey Vishal Mega Mart South city Mall Floated the survey online to our personal contacts
  15. 15. Brand recognition 4. Do you recognize the following brands? 6. Please list the names of the first three kitchen chimney brands, which come to your mind. Glen enjoys the best recognition 65% 15%20%GLEN FABER KUTCHINA
  16. 16. Brand knowledge 7. For each brand, please tick on the product categories, which you think are offered by the respective brand. Multiple choices possible.  Glen and Faber take the lead
  17. 17. Brand positioning 8. Select the options you associate with each brand listed. One dimension, each brand. Kutchina – Reliability and Value for money Faber – Style Glen – Value for money and Quality
  18. 18. Brand positioning 12. Select the options you associate with each brand listed. One dimension, each brand. Kutchina – Reliability and Value for money Faber – Style Glen – Value for money and Quality
  19. 19. Brand relevance 16. Please select the statement that indicates how you would feel about buying or using each brand in the future. Glen most often considered. 17. How likely would you recommend this brand to a friend or colleague?
  20. 20. Media Channel Efficiency 18. Where have you seen the advertisement before? Online, newspaper and magazines have the best reach Faber's advertisement campaign most efficient 19. Please rate for each brand the willingness to buy because of the advertisement itself.
  21. 21. Product Life Cycle 20. Why would you consider buying a kitchen chimney? Maturity stage
  22. 22. Brand Analysis Highly Indian Aims to be convenient and easy to use Targeted at families and large households Very masculine and appealing to both sexes for utility and convenience Very fun loving and active For the people who are high achievers Targeting singles and couples who like to experiment and not averse to risks Well rounded and thoughtful European appeal and promise of expertise Innovative solutions to everyday problems The homemaker is centre of attention
  23. 23. Recommendations Higher marketing budgets (online, newspapers and magazines) More emphasis on quality and style Consistency on Facebook and Twitter Niche market strategy “Wait and see” strategy Reminder advertisement Reinforcement advertisement (online, newspapers and magazines) Stress the value for money
  24. 24. IMC Comparative IMC analysis GROUP 3: Veerraju Chitturi (0105/51) | Yogeshwaran Waran (0216/51) | Praveen Kumar (0275/51) | Sorin Sudacevschi (0052/15) | Prabal Tirkey (0328/51) | Gauthier Georgis (1250/15) | Ananya Jain (1220/15)

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