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Integrated Marketing Communication
The document discusses Integrated Marketing Communication (IMC), emphasizing the strategic integration of promotional tools to optimize consumer impact and profitability. It covers various marketing channels, including traditional and digital media, and outlines the importance of advertising, direct marketing, sales promotion, public relations, and personal selling. Additionally, it provides case studies on Coca-Cola and Pepsi, highlighting their promotional strategies and consumer engagement approaches.
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Integrated Marketing Communication
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- 2. DISCLAIMER Any text, picture,logo, or name used in the presentation is only for educational purpose.
- 3. MARKETING MIX 4 P’sof Marketing Product Price Placement Promotion Our focus is on Promotional Part. IMC Focus on strategic integration of promotion tools
- 4. INTEGRATED MARKETING COMMUNICATION IMC isintegration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at optimum cost. IMC study ranges from latest marketing channels like Social Media Marketing, SMS Marketing to traditional mediums like print, electronic and public relations. Evolution of IMC begin in 1980, when companies focused on strategic integration of promotion tools.
- 5. IMC Planning ModelPromotional Tools Promotional Mix Advertising Direct Marketing Internet Marketing Sales Promotion Public Relation Personal Selling
- 6. CLASS DELIVERABLES Groups Company Selection Seethe existing Promotional Mix of the Company
- 7. MARKETING MEDIAS Television Radio Newspapers Internet (Email,Pop-up-ads, Banner ads, Social Medias) Billboards Point of sale Materials (Posters, Shelf talkers, Gondolas, Magazines Yellow pages SMS Educational DVDs / CDs
- 8. ADVERTISEMENT Advertising is definedas any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. Non-personal component means that advertising involves mass media Above the line advertisement ATL (TV, Radio, Newspapers, Banner ads) Below the line advertisement BTL (Sampling, POSM, Billboards, Brand Ambassadors, Pamphlets) Through the line advertisement TTL (Social Media)
- 9. ABOVE THE LINEADVERTISEMENT ATL Uses Mass Media Target audience is huge Effective when target audience are difficult to define In simple words if an ad is submitted for publication and commission is paid to an agency is ATL advertisement.
- 10. BELOW THE LINEADVERTISEMENT BTL BTL communication use media that are more niche focused. Effective when targeting specific groups of people. This kind of marketing is best for conversions and direct response. Tailoring message in a more personal manner to reach audience.
- 11. THROUGH THE LINE ADVERTISEMENTTTL Advertising strategy taking the advantages of best of ATL, BTL to ensure maximum growth. Engaging customer at multiple points
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- 13. CLASS DELIVERABLES See theexisting Promotional Mix of the Company Analyze your Target Audience
- 14. DIRECT MARKETING Direct marketing,in which organizations communicate directly with target customers to generate a response and/or a transaction. It includes: Database management, Direct selling, Telemarketing, SMS marketing, Direct response ads through direct mail / e-mail, Internet. Direct-marketing techniques are also used to distribute product samples or target users of a competing brand.
- 15. INTERNET MARKETING An interactivemedia allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. It’s a two way flow of information
- 16. SALES PROMOTION Sales promotion,is defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Consumer Oriented sales promotion: is targeted to the ultimate user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials. Trade-oriented sales promotion: is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers.
- 17. PUBLIC RELATION Public relationsis defined as, the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. Maintain a positive image of the company among its various publics.
- 18. PERSONAL SELLING Personal selling,a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea. Contact face-to-face or Telephonically allows the seller to tailor the message to the customer’s specific needs or situation.
- 19. DIFFERENCE BETWEEN PERSONAL SELLINGAND DIRECT MARKETING Direct marketing is more aggressive than personal selling that appears like an attempt to arm the client with important information at first. There is an emphasis on building up a relationship with the customer in personal selling whereas direct marketing seeks to impress upon the benefits of the offer. Personal selling is the oldest form of selling while direct marketing is being used increasingly by small and big companies to increase their sales. Personal selling is flexible, precise and interactive. Direct marketing is more rigid, imprecise and mostly one way. The main strength of personal selling is that it has a high success rate because it is persuasive. Direct marketing has a lower percent success rate, but its lower costs allow it to reach more people for
- 20. CLASS DELIVERABLES See theexisting Promotional Mix of the Company Ads of your company Analyze your Target Audience Analyze your Message for brand Identify how your customer make decision to purchase.
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- 22. CLASS DELIVERABLES No Classdeliverables were set on Saturday
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- 24. CHANNELS DESCRIPTION Key Accounts: Purchase in Bulk Quantity Provide them Shelf rent Dedicated infrastructure is required Huge potential for promotion Examples: Metro, Makro, Hyper star, Large Groceries: Purchase substantial Quantity Provide them Shelf rent Company assest (visi coolers, gondolas) are provided Examples: Jallal and Sons, Discount Store
- 25. CHANNELS DESCRIPTION General Store: 80 percent branded items Provisioning for promotion POS material Examples: Ajwa General Store, Qasarani General Store Kariyana Store: 80 percent loose items Limited space for branding Examples: Bilal Kiryana Stores,
- 26. CHANNELS DESCRIPTION Specialty Store: Bakers / Pharmacies / Tobacco Kiosk Examples: Kashif Bakers, Dil Lagi Pan shop, Azeem Medical Store Wholesalers: Purchase in Bulk Quantity. No provisioning of promotional activity. Buy and sell in cartoons / pets
- 27. CLASS DELIVERABLES Identify howyour customer make decision to purchase Set objectives of your campaign
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- 29. COKE CASE STUDY HistoryBegan in 1886, when Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. Created flavored syrup, mixed with carbonated water. Initially servings of Coca-Cola were sold for 5 cents per glass. Sales averaged a modest nine servings per day in Atlanta. Today, daily servings of Coca-Cola beverages are estimated at 1.9 billion globally.
- 30. COKE CASE STUDY 1888 Distribution expended beyondAtlanta 1894 Portable coke / Bottled coke 1899 exclusive right to bottle and sell Coca-Cola. 1916 Contour Bottle was formed to standardize bottling 1977 Distinctive bottle became Trade Mark
- 31. COKE CASE STUDY CokePromotion: Sampling Coupons Newspaper Advertisements Coca-Cola script to participating pharmacies. Coke Advertisements: 1970 reflected brand connected with fun, friends and good times. In 2009, the “Open Happiness” campaign was unveiled globally. “Open Happiness” message was seen in stores, on billboards, in TV spots and printed advertising along with digital and music components “Open the Games. Open Happiness” featured during the 2010 Winter Olympic Games in Vancouver,
- 32. COKE CASE STUDY OpenHappiness 2010 social media extension, “Expedition 206″ — an initiative whereby three happiness ambassadors travel to 206 countries in 365 days with one mission: determining what makes people happy. Journey was recorded and communicated via blog posts, tweets, videos and pictures.
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- 35. COKE CASE STUDY 2014 ConsumerPromotion: Pull strategy by introduction Trade Promotion: Huge Incentives in Ramadan Retailer selling chilled regular coke for 25 PKR Huge Schemes offerings
- 36. COKE CASE STUDY 201414 February Valentine celebration BTL 2014 March ATL BTL Trade Promotions 2014 May Heavy Consumer Promotion ATL 2014 30 June Ramadan started Advertisements Consumer Promotion July 2014 Eid Season Trade Promotion Advertisements 2014 14 August Pakistan Day Advertisements SMM 2014 07 September Advertisements BTL activities Coke studio SMM 2014 October Eid Season SMM
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- 38. COKE CASE STUDY 2014 ToolsUsed: Social Media Marketing TV Advertisements Print Media Advertisements Bill Boards BTL Activities Music Trade Promotion Consumer Promotion Introduced slim cans Objective: Increase Market Share of Coke Surge in Regular Bottle sale Family size 500 ml Tin Cans
- 39. CLASS DELIVERABLES Identify howyour customer make decision to purchase Set objectives of your campaign
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- 46. CLASS DELIVERABLES Print MediaCampaign: Design Print media campaign that correlated with the set objective of the campaign. Indicate which print media to use (newspaper, brochures, POS material)
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- 49. PEPSI & COKE Cokedeveloped its iconic contour bottle, got big name endorsements and expanded to Europe. Meanwhile, Pepsi went bankrupt because of WWI
- 50. PEPSI & COKE Pepsiwent bankrupt again eight years later, but this time it rebounded
- 51. PEPSI & COKE Hereare their stock values over the years. Pepsi's successful foray into the snack food biz with Frito Lay have helped it significantly, especially in the past decade. Meanwhile, Coke has stayed strictly in beverages
- 52. PEPSI & COKE CokeBeverage Industry Pepsi Snack Food Industry
- 53. PEPSI CO BRANDS PizzaHut KFC Tacco Bell Frito Lays
- 54. PEPSI CO STARS MichaelJackson Jenifer Lopez Enrique Beyonce
- 55. PEPSI IN PAKISTAN BeverageIndustry Brands Pepsi 7up Mirinda Aquafina Beverage Industry SKUs 2.25 L 1.5 L 1 L 500 ML 250 ML 330 ML
- 56. PEPSI AD CAMPAIGNS Sloganin Pakistan: 1990–1991: "Yehi hai right choice Baby, Aha“ 1991-1999: “Ao Badal do Zamana” 1999–2006: "Yeh Dil Maange More!" 2006-2011: “Made for Cricket” 2011–2013: "Dunya Hai Dil Walon Ki“ 2013–present: "Dil Maange Abhi"
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- 58. COMPARISON INDIA &PAKISTAN Shahid Afridi Waseem Akram Umer Gul Ali Zafer Ali Azmat Adnan Sami Shoaib Akhtar Ranbhir Kapoor Amitab Bachan Shahrukh Khan Sachin Tandulkar Prinka Chopra Virat Kohli Mahendra Singh Dhoni
- 59. CLASS DELIVERABLES Print MediaCampaign: Social Media Page for their Brand LinkedIn Twitter Facebook Google +