imc asignment

8/2/2019 imc asignment

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Can you give me an example of an integrated

marketing communication campaign? Whatdid the...

Can you give me an example of an integrated marketing

communication campaign? What did the company do that

attracted you to the promotion and product?

Integrated marketing refers to the combined total effort of a company to inform, persuade, orremind customers directly or indirectly about the products and brands of the company.

Marketing communications are carried out by a company using the following six modes ofcommunications which constitute its communication mix.

1. Advertising: This refers to any paid form of communication through a medium of masscommunication.

2. Sales promotion: This refers to any short term incentive to encourage trial purchase orany other specific customer action.

3. Events and experiences:Company sponsored events or activities that create specialexperiences for the company.

4. Public Relations and publicity: Like advertising this form of communication also makesuse of mass media to spread information designed to promote and protect image andreputation of company and its product. However these are more in form of news and

other non-paid communications.

5. Direct marketing: Communicating with individual customers through means of one-to-one distance communication such as mail, telephone, e-mail and Internet selling system.

6. Personal selling: Primarily face-to-face interaction with one or more prospectivecustomer. This includes personal selling activities such as making presentations, handling

objections, and closing sales.

The marketing communication system of most big companies incorporate all these types ofcommunication methods. Take for example an automobile companies. They releaseadvertisement in newspapers, special auto journals, TV and hoardings.

They also organize sales promotions campaigns in which customers are offered special dealssuch as reduced price or additional guarantee and free servicing for purchases made within a

specified period. Auto companies also run program of demonstrating their products which


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encourage prospective customers to test drive the vehicles creating physical experience of

driving their vehicles.

We also see so many articles and news items about auto companies and their products appearing

in various mediums of mass communication. All efforts of a company to influence such

communications constitutes their public relation and publicity program.

Auto companies frequently also engage in direct marketing, especially to convince their existing

customer to use car servicing and facilities authorized or operated by the company.

The company also provides information about their products on company's Internet selling sites.

These site enable the customer to choose and configure a product they want to buy, get

information on the prices and available financing scheme, and contact information of nearest

dealer able to supply the car.

Finally the auto companies have a large network of dealership that performs the personal selling

fun

o r i e n t e d p r o m o t i o n c a n b e d o n e t h r o u g h t r a d e

a l l o w a n c e s , trade shows, cooperative advertising and so on. Cadbury

hasl a u n c h e d m a n y s a l e s p r o m o t i o n a c t i v i t i e s e s p e c i a l l y

t h e customer oriented promotion that customers can benefit from itsuch as the

Cadbury dairy milk but tons had launched the kidsc a m p a i g n i n t h e

c i t y c e n t r e i n A p r i l l a s t y e a r , t h e t a r g e t a u d i e n c e

o f t h e c a m p a i g n i s p a r e n t s w i t h k i d s a n d

t h e campaign inc lude t r easu re hun t s , f ace pa in t ing , s to ry

te ll in gand biscuit and button decorating. Furthermore, Cadbury hasb ee nlaunching the yearly discount sell ing or price off salespromotion

activities during Christmas time in supermarket for along time and it does increase

sales dramatically every year.

Publicity/public relation :

Business trend to use the news or business press to createand carry posi tive

images or stories about their business and p r o d u c t s f o r t h e

p u r p o s e o f s t i m u l a t e t h e i r s a l e s a n d operations.

Therefore, building a good relationship with localpress representatives to

support good reputation in the public i s s i g n i f i c a n t l y i m p o r t a n t

f o r f i r m s b e c a u s e p e o p l e l i k e t o s u p p o r t f i r m s w i t h

p o s i t i v e i m a g e a n d g o o d r e p u t a t i o n . However, public

relation is a risky way of communication due tofirms cannot control the infection

in negative aspects. Cadburyu t i l i z e s v a r i e t y o f t a c t i c s f o r t h e

p u b l i c r e l a t i o n s u c h a s t h e a c t i v i t i e s o f s p o n s o r s h i p


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o f s c r e e n c l i c k . c o m , t h e r a d i o promotion, media gift,

product placement and point of sales.Ca d b u r y h a s p u t mu c h

a t t e n t i o n t o t h e c o n c e r n o f p u b l i c i t y s u c h a s t h e c o m p a n y

a l wa y s i nf o rm to c o n s u me r s a b o u t i t s c h a n g e s . F o r

i n s t a n c e , c o n s u m e r s c a n s e e t h e b u s i n e s s evolution

information on Cadbury website like the NZ ProductCha ng es Q & A

Th e m os t d i st i nc t iv e f o rm of bu i ld in g p u bl i c r e l a t i o n f o r

C a d b u r y i s i t s T r a d i n g T e r m s t h a t d e c l a r e t h e Cadbury

conditions of purchase for detailers to offer the best

54


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qual i ty of chocola te and serv ice for consumers . The

Cad bu ry Nutritional labeling global standard to explain about

consumerh e a l t h a n d i n g r e d i e n t a r e a l s o i n d i c a t e d o n t h e

c o m p a n y webs it e which inc lude the de ta i led p roduct in fo rmat ion

andconsumer health issues.

Sponsorships:

Spon sors hip s is the bran ding marke tin g that b usin ess es invest to

support a particular event, program or project so as tog a i n t h e

c o m m e r c i a l a d v a n t a g e s a n d s h o w i n g

t h e i r advertisement. For example, firms involve coordinated beyondthe

banner placements in special event in order to broadeningits competitive

edge by improving the companys awareness, image, prestige and credibility.

Sport sponsorships is a populart r e n d t h a t m a n y f i r m s u s e d t of o s t e r t h e i r b r a n d l o y a l t y program in the modern t ime.

Cadbury has a long t rad i t ion of s p o r t s s p o n s o r s h i p ,

b o t h i n i t s o r i g i n a l c o u n t r y a n d o f supporting major

international events. Cadbury New Zealandh a d a n n o u n c e d t o b e t h e

o f f i c i a l t r e a t p r o v i d e r o f t h e N e w Zealand Olympic Teams for

Vancouver 2010 and London 2012.I n a d d i t i o n , i t s e a s y t of i n d o u t t h e i n f o r m a t i o n a b o u t Cadburys internationalsponsorships promotions such as theCoro nat io n Str eet and Cad bur y's

Cho col a te an d th e Cad bur y sweeten London 2012 sponsorship.

Personal selling :

Personal sel l ing is a t wo ways communicat ion betwe en sellers and

buyers and it can be done through face to face, viathe internet or telephone.

From personal selling, firms can gainthe feedback quickly from customers,

demonstrate the benefitsof particular products and adjust their message

immediately tocapture customers concern and desire needs. Personalsel linghad been used lo ng t ime ag o by Cadbu ry and i t is not b eing

55


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used anymore as brand awarenes s and brand ident i ty of t he Cadbury

was increased dramatically.

OTHER MARKETING MIX ELEMENTS OF CADBURY

Brand name and package

C a d b u r y i s t h e m o s t p o p u l a r c h o c o l a t e B r a n d i n

N e w Zealand. Cadbury dairy milk chocolate, Cadbury Jaffas, CadburyMoro and

Cadbury Pinky and s o on are al l famous symbols of Cadbury ser ies

that well-known in New Zealand market. Whenc u s t o m e r s s a y

s o me t hi ng ab ou t ch oc o la t e , C ad bu ry i s th e major brand that will

appear to customers mind. Therefore, thebrand name of Cadbury i s v i ta l

to al l i ts pro mo t ion act iv it ies and campaigns. In addition, the package of

Cadbury dairy milkch oc ol at e al so cr ea te s th e br an d im ag e to

c om mu ni ca te th eC a d b u r y b r a n d w i t h c o n s u m e r s . T h e p a c k a g eo f C a d b u r y s p r o d u c t s a l w a y s p a c k e d w i t h d i f f e r e n t c o l o r s

a n d p i c t u r e s according to different tastes. For instance, the strawberry tasteof

Cadbury dairy milk chocolate is packaged with red-pink colora n d

S t r a w b e r r y p i c t u r e s . M o r e i m p o r t a n t , t h e l a b e l i n g

o n C a d b u r y s p r o d u c t s a r e p r o v i d e d r e s p o n s i b l e

c o n s u m p t i o n messages and nutrition information to help educate

consumersabout the role of treats in the diet.

56


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ctio

40 |

P a g e
http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,


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Public

Relations:

In order to build

healthy relations

with the

consumers, thecompany has


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established a

consumerdepart

ment to managethe complaints of

the end-users. Alegal department

is also dealing


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withthe legal

issues and media

war. If any newsis published in a

newspaper thatharms the

productimage, a


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persuasive

message is

published in thatnewspaper to

counter therumor.

Sponsoring Events:


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The company

goes for

sponsoring eventsin order to

heighten thecompany and

brand


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image.Mostly the

company goes for

financing suchkind of events in

which its producthas got

someroom to


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build likeness.

The company also

goes forsponsoring

fashion shows indifferent cities.

Distribution:


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LUX goes for

indirect channel

of distribution.The hierarchy of

the distributionchannel is

asfollows.Manufa


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cturerDistributor

RetailerConsumer

The distributionstrategy pursued

by the Unilever isintensive. It

means that the


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productdistributio

n is covering wide

market. There areregional

headquarters ofthe company in

all thebig cities of


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the country.

There is a

distributor ineach big city. In

order to reachremote areas,

adistributor


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engages a sub-

distributor for a

small area. Thecompany is

directly linkedwith themain

distributor and


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the sub-

distributor has no

such directcontact with the

company.Thecompany

provides the Life


23/48

Buoy inventory to

the main

distributor that isfurther

dispatchedtoretailers and

sub-


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distributors.There

is a regional

manager ofUnilever that

employs AreaSales Manager for

a specific


25/48

areathen comes

the Territory

Sales Officer(TSO). TSO is

directly linkedwith the

distributors to


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setand achieve

targets. The

targets vary fromarea to area and

are set on thebasis of history of

thearea sales. As


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the sales targets

depend upon the

area history ofsales; these are

usually


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41 |

P a g e

achievable. If

these targets arefacing some kind

of setback, the


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promotional

schemes based

onareas areannounced as

discussed earlier.

42 |


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P a g e

BIBLOGRAPHY:Advertising and

Promotion


31/48

George E Belch &

Michael A

Belchwww.hul.co.in/brands/lux.asp

www.lux.comwww.wikipedia.org

"Integrated Marketing Communication" of

LUX
http://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/lux.asphttp://www.lux.com/http://www.lux.com/http://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/lux.asp


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37/48

27 p.

7 p.

15 p.

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1 p.
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38/48

1 p.

1 p.

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39/48

7 p.

10.

1 p.

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40/48

11.

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41/48

8 p.

2 p.

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24 p.

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42/48

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28 p.

1 p.

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43/48

2 p.

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45/48

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5 p.
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3 p.

5 p.

5.

42 p.

57 p.
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5 p.

6.

8 p.

5 p.

9 p.

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