The document outlines an IMC plan for the toothpaste brand Close-Up. It notes that Close-Up's rank fell in brand surveys due to its messaging focusing only on fresh breath and not also communicating its ability to kill germs. The plan's objectives are to achieve all-India penetration and make Close-Up more desirable than other pastes. The plan selects television, radio, Facebook, newspapers, and hoardings as media vehicles to run ads showing Close-Up as the modern option and promoting its dual functionality. Promotional activities include chances to meet brand ambassador Deepika Padukone and her endorsement in movies and on product packs.

1. IMC plan for Lintas

2. What is IMC?
 Integrated Marketing Communication is the application of
consistent brand messaging across both traditional and non-
traditional marketing channels and using different promotional
methods to reinforce each other.

3. Overview of the case
 Rank of close-up fell from no.5 to no.15 in A&M’s top brand survey
within two years.
 Agency Lintas concentrated on the “fresh breath” attribute of
close-up.
 Close-up also kept away germs, but that message was not
prominent to the public.
PROBLEM: To develop an IMC plan for Lintas

4. The main problem
The main problem that has been identified in the case after analyzing it
is that:-
Close-up was popular among the college students because of its
“ fresh breath” attribute. Its germ killing ability was not communicated
to the mass. Which being a major reason for its failure to tap the rest of
the market.

5. Marketing objective &
Communication objective
MARKETING OBJECTIVES:-
 To achieve all India penetration.
 To make close-up more desirable than any other toothpaste.
COMMUNICATION OBJECTIVES:-
 Projecting an image i.e. projecting close up as a unique paste
which acts as a toothpaste as well as a mouth freshner.
 Stimulating a want or desire by creating a competitive advantage
for close-up.

6. Advertising objective
The advertising objective for close-up should be PERSUASION
because:-
 It is more important as competition has increased.
 To switch new customers from other brands and categories.
 To create demand for the product.
 To neutralize competitor’s advertising.

7. Targeted market description
 Previously targeted college goers.
 Expanding to others who typically use toothpaste for protection
against germ building.
 Snatching the potential customers of mouth wash users.

8. Budgeting method
 The most suitable budgeting method in this case should be
“objective and task” based budgeting.
 Since the complete IMC plan requires to change the image of
close-up as well as gain a competitive advantage.
 The objectives must be written down according to priority and
budgets should be allocated accordingly.

9. Selecting media vehicles
BROADCAST:
 Television
 Radio
INTERACTIVE:
 INTERNET: Facebook
PRINT:-
 Newspaper
OUTDOOR:-
 Hoarding

10. Television
 Mass coverage
 High reach
 Attention getting
 Favorable image
 Time slot between 8-11
 Channels like star plus, sony , channel v, colors, mtv, star jalsa.

11. Tv ads:-
 AD1
A list of items being shown one slide after the other. In each slide there are two options.
Option (a) and option (b). In each case option (b) resembles an outdated item and
option (a) resembles an item of the present generation. For example a landline or a
smart phone, typewriter or a computer, cassets and cds or a pendrive full of thousand
songs? And then comes the text as “ if all your choices have been option (a)”, then
picture of close-up as option (a) and picture of a toothpaste tube and mouthwash as
option (b), “don’t break your record.” It’s a silent ad which comes with subscripts.
 AD 2
In a super market a mother and daughter has come to shop for the household daily.
When the mother gets confused as to which toothpaste and mouthwash to choose, her
daughter picks up a tube of close-up, hands it over to her mother and says, “ mom
puarane zamane ki tarkibo ko choro aur apnao naye zamane ka naya close up.” mom
“matlab?”
Daughter “ areh mom, naya close up aab double Shakti k saath jo kare kaam
toothpaste aur mouthwash dono ka aksaath”

12. Radio
 Mobile medium
 Local + wide coverage
 Specially effective for office goers
 Time slot between 7-9

13. Internet: facebook
 High reach
 Effective specially in case of youngsters
 Easily noticeable
 On the login page of facebook so that the ad cannot be avoided.

14. Newspaper
 First page full page coverage
 Highly noticeable
 The ad goes like:-
A picture of the close-up toothpaste with the tagline:
“ naya close-up jo kitanuo ko duur bhagaye aur doston ko kareeb
laye. Two in one Shakti k saath jo kare kaam toothpaste aur mouth
wash dono ka aksaath.”

15. Hoarding
 Park circus crossing
 Exide crossing
 Central avenue
 V.I.P. road : keshtopur , tegharia, bangur
 Ultadanga crossing
 Near south city mall
 Rashbehari crossing
 The above cited places have high traffic

16. Promotional activities:-
 Buy close-up and get a chance to meet Deepika Padukone, the
close-up girl.
 Promoting close-up in the latest movie of Deepika.
 Signature of Deepika Padukone on the cover pack of close-up.
 Few college fests being co-sponsored by close-up.