INTEGRATED MARKETING COMMUNICATION By Salman Mehmood

DISCLAIMER Any text, picture, logo, or name used in the presentation is only for educational purpose.

MARKETING MIX 4 P’s of Marketing Product Price Placement Promotion

Our focus is on Promotional Part.IMC Focus on strategic integration of promotion tools

INTEGRATED MARKETING COMMUNICATION IMC is integration 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.

IMC Planning Model Promotional ToolsPromotional Mix

Advertising

Direct Marketing

Internet Marketing

Sales Promotion

Public Relation

Personal Selling

CLASS DELIVERABLES Groups Company Selection See the existing Promotional Mix of the Company

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

ADVERTISEMENT Advertising is defined as 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)

ABOVE THE LINE ADVERTISEMENT 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.

BELOW THE LINE ADVERTISEMENT 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.

THROUGH THE LINE ADVERTISEMENT TTL Advertising strategy taking the advantages of best of ATL, BTL to ensure maximum growth.

Engaging customer at multiple points

ADDITIONAL READINGS http://www.revenuebuilderblog.com/2013/10/atl-btl-ttl-marketing.html

CLASS DELIVERABLES See the existing Promotional Mix of the Company Analyze your Target Audience

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.

INTERNET MARKETING An interactive media 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

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.

PUBLIC RELATION Public relations is 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.

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.

DIFFERENCE BETWEEN PERSONAL SELLING AND 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 often higher overall sales results.

CLASS DELIVERABLES See the existing 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.

GROUPS PRESENTATIONS

CLASS DELIVERABLES No Class deliverables were set on Saturday

PURCHASE DECISION MAKING

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

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,

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

CLASS DELIVERABLES Identify how your customer make decision to purchase Set objectives of your campaign

COKE CASE STUDY

COKE CASE STUDY History Began 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.

COKE CASE STUDY

1888 Distribution expended beyond

Atlanta

1899 exclusive right to bottle and sell

Coca‑Cola.1977 Distinctive bottle

became Trade Mark

COKE CASE STUDY Coke Promotion: 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,

COKE CASE STUDY Open Happiness 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.

COKE CASE STUDY

SHOW COKE ADS

COKE CASE STUDY 2014 Consumer Promotion: Pull strategy by introduction

Trade Promotion: Huge Incentives in Ramadan Retailer selling chilled regular coke for 25 PKR Huge Schemes offerings

COKE CASE STUDY

2014 14 FebruaryValentine

celebration BTL

2014 MayHeavy Consumer

PromotionATL

July 2014Eid Season

Trade PromotionAdvertisements

2014 07 September AdvertisementsBTL activitiesCoke studio

SMM

COKE CASE STUDY

COKE CASE STUDY 2014 Tools Used: 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

CLASS DELIVERABLES Identify how your customer make decision to purchase Set objectives of your campaign

PERSPECTIVE ON CONSUMER BEHAVIOR

ADVERTISING APPEALS Fear

ADVERTISING APPEALS Humor

ADVERTISING APPEALSHope

ADVERTISING APPEALS Rationality

ADVERTISING APPEALS Scarcity

CLASS DELIVERABLES Print Media Campaign: Design Print media campaign that correlated with the set objective of the campaign.

Indicate which print media to use (newspaper, brochures, POS material)

AFTER MID TERM

PEPSI & COKE

PEPSI & COKE Coke developed its iconic contour bottle, got big name endorsements and expanded to Europe. Meanwhile, Pepsi went bankrupt because of WWI

PEPSI & COKE Pepsi went bankrupt again eight years later, but this time it rebounded

PEPSI & COKE Here are 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

PEPSI & COKECoke Beverage Industry Pepsi Snack Food Industry

PEPSI CO BRANDS Pizza Hut KFC Tacco Bell Frito Lays

PEPSI CO STARS Michael Jackson Jenifer Lopez Enrique Beyonce

PEPSI IN PAKISTAN Beverage Industry Brands Pepsi 7up Mirinda Aquafina

Beverage Industry SKUs 2.25 L 1.5 L 1 L 500 ML 250 ML 330 ML

PEPSI AD CAMPAIGNS Slogan in 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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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

CLASS DELIVERABLES Print Media Campaign: Social Media Page for their Brand

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