To convince management on the marketing budget negotiation and build professional marketing communication approach.

3. HOW TO TURN A&P AS INVESTMENT?
1. Right approach of marketing
Effective IMC Management
Using SILO for build strong integration of all media
and below the line activities
Products is marketable and demand dynamic oriented
2. Sales support oriented
Good marketing is able to generate sales in both
short and long term
3. Sustainability contribution:
Bring the company closer to clients and can be counted the
one who nurture them…
Create more loyalty and clients retention

4. IMC? WHAT? WHY?
 Competition is so tough, only integrated and
synergetic ATL and BTL that help to 360º
communicating to the target clients and ensure top
of mind recall
 The competition is so tough and this is a turbulent
world of communication from competition edging,
million information processing even at
subliminal/subconscious level
 Increase Brand Recognition and Credibility
 Nurture Customer Relationship
 Making Competitors Irrelevant

5. WHAT IS SILO? WHY NEED IT?
SILO is as a metaphor for organizational
units/departments in a company
containing its own management team,
value and talent…and lack of
motivation and desire to work and
communicate with other units or
department. (David Aaker)
Why need SILO?
 Efficient and Effective Decision
Making
 Synergy Effects Against Competitive
Wind by bringing the expertise silo
together.
 Achieving Worthy and Specific
Objectives

6. CAN WE APPLY SILO RULES IN MARKETING PERSPECTIVE?
• Synergizing each
others
• Using the same
activation platform
• Ensure the flow as
below:
• Company Strategies
• Product and Communication
Strategies
• Sales Strategies

7. COMMUNICATION SILO FOR PRASAC
PC1
CC>>C
SR+ Synerg PC2
PR
y
PC3…
Communication
Platform>>Brand
Guideline>>Objective of Biz