11/23/2015Dr.S.C.Makani-IMT Integrated Mktg. Communication

11/23/2015Dr.S.C.Makani-IMT Major Modes of Communication Advertising Personal selling Sales Promotion Direct Marketing Public Relations and Publicity Word-of-mouth Events and Experiences Misc. tools :

11/23/2015Dr.S.C.Makani-IMT Advertising Meaning – ‘Ad’ and ‘Verto’ Alaque Padamsee’s view Def. - “Advertising is any paid form of non –personal presentation and promotion of ideas goods and services by an identified sponsor ’’ - American Marketing Association

11/23/2015Dr.S.C.Makani-IMT Strengths & Weaknesses of Advtg. Strengths - Brand building - Public presentation - Mass reach - Scope to dramatize Weaknesses - Impersonality - Monologue, not a dialogue - Clutter - Can’t clinch the sale - Expensive tool. Is it ?

11/23/2015Dr.S.C.Makani-IMT Personal Selling

11/23/2015Dr.S.C.Makani-IMT Strengths Personal interaction Flexibility Lasting relationships Source of market information More likely to clinch a sale. Weaknesses Limited reach Inconsistent presentation Expensive. Is it ?

11/23/2015Dr.S.C.Makani-IMT Public Relations Introduction

11/23/2015Dr.S.C.Makani-IMT Marketing Public Relations (MPR) Assisting in the launch of new products. Brand building Positioning Building interest in a product category Influencing specific target groups Defending products during crisis.

11/23/2015Dr.S.C.Makani-IMT Public Relations “ PR practice is a deliberate, planned,and sustained effort to establish and maintain mutual understanding between an organization and its public” - The British Institute of PR “ PR involves a variety of programs designed to promote or protect a co.’s image or its products.”

11/23/2015Dr.S.C.Makani-IMT Main PR Activities Press Relations Product publicity Corporate communications Lobbying Counseling

11/23/2015Dr.S.C.Makani-IMT Marketing Public Relations (MPR) Assisting in the launch of new products. Brand building Positioning Building interest in a product category Influencing specific target groups Defending products during crisis.

11/23/2015Dr.S.C.Makani-IMT Publicity “Publicity involves developing and releasing news stories about an organization,its activities or products to the media.”  Publicity can be positive or negative  Publicity can be planned or unplanned Strengths It is free. Is it? It is cost effective. Credibility Can reach even those who shun ads. Weaknesses - Uncontrollable

11/23/2015Dr.S.C.Makani-IMT Horlics Glaxo Smith Kline (GSK) India GSK Indian Pharma – Crocin, Eno, Iodex GSK Indian Consumer Health care-Horlics,Boost,Maltova BTL Activities (JWT)- Focus on Tamil Nadu and WB # Horlics Activity 2003 – The Kool Skool Fest # Horlics Wiz Kids 2005 # Horlics O Podu # Puja Express # Other Activities

11/23/2015Dr.S.C.Makani-IMT Launch of Reebok i Pump shoes Addidas took over Reebok globally Reebok India (1995)- footwear, apparels, sports gear Objective : To make a star of the product iPump Product : The shoe automatically inflates The TVC was done by McGarry Brown, USA BTL Activities ( McCann Erickson) - Consumer Loyalty Programs - Consumer Schemes - In-store Merchandising - Internet Advertising and Contests - Consumer contests on SMS - Product Demonstrations

11/23/2015Dr.S.C.Makani-IMT The communication Mix The complexity of the problem Experience, Experimentation, Guidelines Factors influencing the communication-mix : Nature of the product Awareness Buyer’s readiness stage Push Vs. Pull strategy Comprehension Stage of the PLC Market size and location Conviction Competitors’ choice of tools B2B Mktg. Ordering Govt. restrictions on advtg. of certain products Target Audience

11/23/2015Dr.S.C.Makani-IMT Integrated Mktg.Communication (IMC)  IMC = ATL + BTL  The need for IMC - Orchestration of Comm.tools (i) Complementarily / leverage the strengths of each other (ii) One – voice communication - Different divisions in AAs * Mudra Communication - Synergy e.g. Tata Indigo, Tylenol, ‘ milk moustache’, Toyota Innova (Rediff PR )  Advertising and Personal selling  Advertising and Sales promotion  Advertising and Publicity