WHAT IS

INTEGRATED MARKETING COMMUNICATION (IMC) ?

WAY

THE BRAND

DECODE IT..

Market is now having a rural-urban mix shape

Occupational diversity (Agriculture to other skills)

Awareness is spreading fast..Online shopping, credit card usages are being accepted

Indian consumer is being more smart.Consumption and shopping patterns are changing

Heterogeneous Demographic Traits

Media advertising is shifting to multiple forms of communication focusing at target centered niche media.

Market is shaping from a manufacturer-dominated market to a retailer-dominated, consumer- controlled market.

Technology is getting updated rapidly.Internet marketing is picking up pace in India

Huge opportunities are available to develop with market

Manpower is getting performance-based compensation from traditional compensation, sales and profit margins are increasing.

CHANGING INDIAN MARKET SCENARIO (PREVIEW)

WELCOME TO THE SIMPSONS FAMILY (VERSION INDIA)

WHO are they ?

HOMER

MARGE

WHO ARE WE ?

HEY THERE, IM HOMER, AGE : 30 + YRS ,

I STAY IN THE METRO CITY.

MY LIFE IS AROUND MY WORK AND FAMILY

I EARN ENOUGH TO HAVE A DECENT LIFESTYLE.

I BELIEVE ON SAVING FOR FUTURE.

I HANG OUT WITH MY FRIENDS AND LIKE TO TRAVEL. I TAKE MY FAMILY OUT ON HOLIDAYS .

I PURSUE HOBBIES/SPORTS TO ENTERTAIN MYSELF

I SHOP FOR MY NEED THAN FOR LUXURY

I AM AN INDIAN.

HIEE, I AM MARGE ,A WORKING WOMEN , A WIFE.,A MOTHER . AGE .WELL DONT ASK ME ! !

I BALANCE MY WORK AND PERSONAL LIFE.

I AM A MULTITASKER .

I FOLLOW TRENDS AND BELIEVE ON LIFESTYLE.

I BELIEVE ON MANAGING MY FINANCES TO BALANCE NECESSITY AND LUXURY.

I LIKE TO UPGRADE TO BETTER LIFESTYLE . MY HOBBY IS WATCHING MOVIES,TRAVELLING, SURFING AND PLAYING CANDY CRUSH IN MY FREE TIME.

(WE ARE THE CHARACTERS FROM INDIAN SOCIETY WHO INTERACT WITH DIFFERENT BRANDS TO SATISFY our VARIED NEEDS)

BART

LISA

MAGGIE

SANTAS LITTLE HELPER

SNOWBALL

HELLO FRIENDS, I AM BART , I AM SINGLE AND I LIKE TO MINGLE. MY AGE, WELL, WELL JUST 24 .

I BELIEVE ON ALL WORK AND NO PLAY MAKES JACK A DULL BOY , SOPE I LOVE SPORTS .

I LOVE TO WATCH MOVIES SPECIALLY THE ACTION PACKED BUSTERS.NEEDLESS TO MENTION IM A GADGET FREEK AND LOVES TO UPGRADE.

I FOLLOW FASHION AND TRENDS AND LIKE TO LOOK KEWL..

FRIENDS ARE MY WORLD. I LOVE TO TRAVEL AND EXPLORE FOOD AND FUN.

ALL IN ALL IM THE STUD YOU WOULD LIKE TO HANG OUT WITH ..

OH YES,NOT TO MISS INTRODUCTING OUR PETS

SANTA AND SNOWBALL

AHAAN, HERE I M , LISA ..I AM THE APPLE OF MY FATHERS EYES AND MOST PAMPERED IN THE FAMILY.TOUCHING MY TEENS, IM JUST 17YRS..I LIKE TO FLAUNT MY BEAUTY AND LOOK THE BEST AMONG MY GROUP. I LOVE TO HANG OUT WITH MY FRIENDS AND DO ALL THE GIRLIES TEENAGE ADVENTURES. YAAA , I AM GOOD AT STUDIES. BUT I ENJOY MUSIC ,DANCE MOST. I AM LEARNING TO PLAY MUSIC INSTRUMENT , I LOVE TO DRESS UP AND KEEP BUYING ONLINE FROM MY LITTLE PPOCKET MONEY . LOVE TO FLAUNT MY NEW IPHONE,GIFTED BY PAPA.

I LOVE MOVIES AND WANA MEET MY HEARTTHROB SIDDHARTH MALHOTRA SOON.

I ENJOY CHIC FLICKS..

And thats my little sister maggie , a new born yet trendy as we like to make her

AND

AM BACK

to take you through

the imc journey with the simpsons

THE BRAND

H W ?

JUST TIGHTEN YOUR SEAT BELTS AND WE WILL FOLLOW THE FAMILY !!

spy

?

?

LISA READS MAGAZINES

HOMER READS NEWSPAPER

MARGE READS BOOKS

BRAT LOVES TO READ COMICS

their reads

HOMER IS A FOODIE

HOMER USES ANDROID MOBILE PHONE

HOMER DRIVES TO HIS OFFICE

their habits

SALE AT THE STORE ATTRACTS HOMER

SIMPSONS SHOP THEIR GROCERIES AT FOODMALL

LISA SHOPS FOR HER CLOTHES AT THE MALL FOR MORE CHOICE

their grocery /shopping destinations

THE FAMILY LOVES TO WATCH MOVIES IN THEATRES

SIMPSONS HANG OUT WITH THE FRIENDS AT THE PUBLIC PARKS

their entertainment destinations

THE FAMILY LOVES TO WATCH TV WITH FRIENDS

SIMPSONS ARE GADGETS GEEKS AND ARE TECHY !!

their hobbies and lifestyle

have to reach them

THE BRAND

all in all ; if

i need to speak to them

across all touchpoint

BCOZ

WHEN THEY SEE ME AT THE TOUCHPOINT

even WHEN THEY ARE NOT LOOKING FOR ME

HOW WILL THEY NOTICE ME ?

A UNIQUE common MESSAGE

PRESENTED IN

THE UNIQUE MANNER

across all touchpoint

.

THEY WILL REMEMBER & relate to ME MOST,

unique common message bombarded across different mediums will help me gain place in the mind of the family (i.e my prospective customers)

WE WANT WHICH WE SAW AT THE MALL ON SUNDAY , SRK USED IT IN THE MOVIE KKHH , THE NEWSPAPER COLUMNIST FF SAYS IT REALLY WORKS !!

HOW WILL HOMER REACT TO THE MESSAGES HE SAW AT VARIOUS TOUCHPOINT ?

HOW DO

outside-in thinking

data-driven approach that focuses on

identifying consumer insights

and developing a strategy

with the right (online and offline combination) channels

to forge a stronger brand-consumer relationship

Understand the customer and the brand to unearth a keyinsightfor

the communication /solution

integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind

MEASURE RESULTS V/S COST INCURRED ON THE IMC APPROACH

STRATEGY MAP

ACHIEVE THIS ?

integrated marketing communication solutions

through

AUTHOR : MS. SHEFALI SOMAN BAPAT

Incase of any query/suggestions please write on :

email : shefalisara@gmail.com

TO BE CONTINUED .