Communication IMC Final

8/4/2019 Communication IMC Final

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Compiled and Presented by:Yuvaraj Pawar 41

Santosh Ashtekar 03Ritesh Verma 44

Karan Tiwari 55SIMSR

MMM 2009-2012 4 th SemIMC


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Most CRITICAL part of Marketing is Communications ------

Most Effective and Productive way of Managing thisefforts is Integrated Marketing Communications (IMC)

IMC is a way of looking at whole marketing process from theviewpoint of customers .

4 Ps of Marketing relation with 4 Cs of Customers perspective.


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A Identify the target audiences

B Determine the communications objectives

C Design the messaging content

D Select the means for communications.

E Define the mix of media, budget and priorities.

F Measure the effectiveness of the efforts.


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This logo doesn't seem to hide much at first sight, butit gives you a little insight in the philosophy behindthe brand. First of all, the yellow swoosh looks like asmile: Amazon wants to have the best customersatisfaction. The swoosh also connects the letters a andz, meaning that this store has everything from a to z.


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Unilever is one of the biggest producers of food,beverages, cleaning agents and personal care

products. They produce a huge amount of different

products and they wanted to reflect this in theirlogo. Each part of the logo has a meaning. Forexample: the heart represents love, care and health -

feeling good, a bird is a symbol of freedom. Relieffrom daily chores getting more out of life.


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Situation:

CSE found that Coke contained toxins including DDT, Malathion and

chlorpyrifos pesticides.

Coca-Cola had registered a 11 percent drop in sales after the pesticideallegations.

In few states, these brands were completed banned in the governmentmeetings and parties.

Coca-Cola claimed that the soft drinks it manufactures in India conform tothe same high standards of quality as in the U.S. and Europe and thatthere is no duality of standards.


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The IMC Applications, Coke used to regain confidence:Tell the truth & Prove it with action-Celebrity

AD

Listen to the customer- Public Relations A company's true character is expressed by its people-Publicity


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ResultsThe usage of Sales promotion gained backthe momentum of Coca Cola Market.The Business Partners, government &

consumers regained trust in the company.Coke registered a growth of 14% Volume salesin 2007,after almost three years fromPesticide controversy.

December 2008,Coke witnessed 18% growth,as it rose its advertising expenses by 30%.


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one of the pioneers in 3D-televisions,

is the first manufacturer to make sets available to market.

Situations

TV screens continue to become flatter and wider.

The next big innovation in home viewing is 3D.

Fierce Competition

Competing technologies developing @ breakneck speed

Important for brands to grab the consumer's attention with

increasingly eye-catching launches.


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IMC ApplicationsTo launch new 3D sets in the Netherlands,

large-scale 3D OOH projection famous Beurs von Berlage building in Amsterdam .Public viewed a spectacular 3D dimension visuals on the buildingBlended seamlessly with the existing architecture.

Conducted exhibitions where visitors viewed 3D televisions inaction, and had the chance to win one of the sets.

The 3D executions continued in other media

A. 3D commercials premiered in Europe's largest drive in cinema.B. Conventional cinemas Samsung 3D advertising in their trailerC. Samsung team up with Playboy magazine to create a limitededition with a 3D cover.


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RESULT of this Excellent Marketing Communications

The 3D outdoor activity attracted significant attention across anumber of social media platforms from 120 countries.>2,000 additional Sites/Blogs (e.g. Cream, MSN, Adage,Independent, Not Cot), reaching an estimated 50 million peopleworldwide.

Research by MeMo2 18% of the Dutch -- 2 Million people has seenor read something about the 3D projection.

In terms of sales , Samsung increased its LCD and LED TV marketshare in the Netherlands by 25% and 30%, respectively.


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Situation:On October 2003,FDA Commissioner received complaints

Infestation in Bars of Cadbury Dairy Milk.

FDA ordered enquiry and went to the MEDIA.

Huge MEDIA attention and coverage for the issue.IMPACT In Festive Season Sales volumes

Marketing Objective:

Key Messages Infestation cant occur at

Manufacturing stage Problem at Retail storage

Dairy Milk Safe for Consumption

PUBLICACROSS

Strategy:


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Strategy:Phase 1: Presenting Cadburys view (October -December 2003)

- The agency set up a media deskAt the first media briefing, the Cadburys M D addressed the following key

messages:1. Infestation is a storage linked problem.2. It is safe to eat Cadbury chocolates.3. Consumers must exercise the same care in purchasing a chocolate

At a second media briefing after two weeks of incidentCadbury announced Project Vishwas (Trust), this entailed:

1.A retail monitoring and education program to address storageproblems.

2.Significant packaging changes to be launched within two months.

- An Editorial Outreach program across 5 most affected cities

-The trade and consumers were reached nationally through a press adFacts about Cadbury,

-Direct contact with a company through electronic medium.-A series of town hall meetings- to updated employees proactive actions by

Cadbury


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Phase 2: Packaging change (January- March 2004)

-The new packing has a double wrapping - launched in January 2004

-A big step involving investment of millions of dollars

- A production process in 8 weeks that would normally take about six months.

-To communicate these significant changes - Amitabh Bacchhan,

was chosen as a brand ambassador

-A media conference was organized in Mumbai to launch the new packaging.-In these conferences- demonstrated comparison between old and new packs

-The announcement of the new pack - through a testimonial TV ad calledSincerity.


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CAMPAIGN RESULTS AND MEASUREMENTMedia Coverage

- The media accept that the infestation was genuinely causedby storage-linked problems.

-The agency helped -Cadbury get a total of 378 clips in over11 languages covering the new packaging, and its benefits,in January 2004 Sales

- Declined drastically between week 1 and week 10 of crisis

- climbed back -within 8 weeks of introduction of new packaging and communication.

Image

-There was significant upward movement in ratings

company image, responsiveness of company .

-Cadbury regain its reputation in the market.


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Non-celebrity advertising of Dove

Harpics Toilet cleaner Brand campaign coming to ordinary homes

anytime anywhere

LICs Jindagi ke saath bhi, Jindagi ke baad Bhi

TATA Teas Jaago Re campaign

Bajajs Hamara Bajaj Campaign campaign


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Maggie tomato Sauces Its different campaigninvolving Javed Jaffery

Dudh Dudh Dudh, Piyo Glass Bhar DudhCampaign from Indian Dairy Board

What an Idea Sir Ji? Campaign involvingAbhishek Bachhan


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Smart HomesElectronic Paper / Micro Media PaperHome News PaperWrist Phones

Pocket Sized TelevisionsWall sized TV screensVoWiFi and VoWiBroFinger Whisper Technology

IRIS ( Internet in Space )UbikHologram movies

Documents

Communication IMC Final