Beruflich Dokumente
Kultur Dokumente
MILIND FADNAVIS
WHY IMC ?
EFFECTIVE MARKETING REQUIRES IMC DIFFERENT ROLES OF COMMUNICATION PROGRAM FOSTER CONSUMER AWARENESS ,KNOWLEDGE ABOUT ITS FEATURES , INTEREST IN PURCHASING , LIKELIHOOD OF TRYING PRODUCT AND/OR ACTUALLY PURCHASING IT
TITAN
TARGETING 7%-8% SHARE OF TOTAL GOLD JEWELLERY MARKET IN INDIA WHICH IS AROUND RS 1 LAKH CRORE DIFFERENT STRATEGIES FOR VARIOUS BRANDS 3 BRANDS TANISHQ ZOYA- TARGETTED TO H N I GOLD PLUS
AWARENESS OF PRODUCT
INTRODUCTION OF SATURN BY GM
POSITIONED AS DIFFERENT CAR HIRED HAL RINEY TO CO-ORDINATE ALL COMMUNICATIONS POSITIONING THRU NATIONAL AD CAMPAIGN ,BROCHURES ,LOOK , SIGNAGE AT RETAIL OUTLETS OBJECTIVE- TO ENSURE PROGRAM ELEMENTS WORKED TOGETHER FOR SINGLE LOOK
UNINOR
SOUTHWEST AIRLINES
VARIETY OF SERVICES WHILE LAUNCH OF SERVICE TO A NEW CITY OBJECTIVE- ESTABLISH POSITIONING IN CONSUMERS MIND HIT THE STREETS IN HIGH TRAFFIC AREAS DISTRIBUTING BAGS OF PEANUTS TO PASSERS BY TO EMPHASIZE SOUTHWESTS JUST PEANUTS FARES
IN PAST
MEDIA ADVERTISING WAS CORE TO COMMUNICATION STRATEGY FLANKED BY SUPPORTING ELEMENTS AS PROMOTIONS
NOW
VARIOUS REASONS TO USE OTHER FORMS OF COMMUNICATION PRESSURE FOR SHORT-TERM SALESSALES PROMOTION RISING POWER OF MIDDLE MEN SPENDING DIRECTED TO THEM THAN CUSTOMERS OPPORTUNITY AND CHALLENGE OF BRINGING TOGETHER WIDE VARIETY OF POSSIBLE COMMUNICATION OPTION
COMMUNICATION PROCESS
TWO-WAY COMMUNICATIONINSTANT
CUSTOMIZED-PERSONAL SELLING
SELLING POINTS OF A CAR FUEL EFFICIENCY TO PRICE CONSCIOUS BUYER CAPACITY TO A BIG FAMILY BUYER SAFETY BAGS TO YOUNG BUYER CRDI ENGINE AND TORQUE TO NERD
INDIAN IN METRO
EXPOSED TO LARGE NUMBER OF ADS PER DAY CLOCK RADIO WAKES UP WITH INFORMATION AND AD DAY STARTS WITH NEWSPAPER/TV GOING TO WORK LARGE NUMBER OF BIL BOARDS INTERNET POP UPS AD SPENDING IN INDIA> RS 10 ,000 CRORES ONLY RS 500 CRORES SPENT ON RURAL MARKETS
TV
LARGELY NATIONAL MEDIUM MANY PRIVATE PLAYERS OPTION OF NATIONAL/REGIONAL COVERAGE ALSO LOCAL COVERAGE WITH CABLE OPERATOR BROAD SEGMENT REACH WITH SIGHT & SOUND MESSAGE HIGH COSTS MULTIPLE ADVERTISERS CLUTTER ZAPPING NO CONTROL ON SEQUENCING
NEWSPAPERS
NATIONAL / REGIONAL/LOCAL PLETHORA OF LOCAL NEWSPAPERS IN REGIONAL LANGUAGES SHORT LIFE NOW COLORED PRINTING FLEXIBILITY USED AS MEDIUM BY INSERTING LOOSE SHEET/LEAFLET- REGION IN TOWN/CITY COVERED
NEWSPAPERS
COMPARED TO TV NOT LOOKED AS INTRUSION CREDIBILITY GENERALLY INFORMATIONAL SIGHT ONLY MEDIUM RELATIVELY WEAK REPRODUCTION QUALITY COMPARED TO MAGAZINE
RADIO
REVOLUTION WITH FM WELL-SEGMENTED AUDIENCES RURAL MARKET VALUABLE LOCAL INFORMATION AS TRAFFIC JAM SOUND ONLY MEDIUM LIMITATIONS AS DESIGN OF SAREE CLUTTER ISSUE
MAGAZINES
CONTEXT /SOURCE MATCHING IMPORTANT MANOHAR KAHANIA , SACHCHI KAHANIA SHARP INCREASE IN NUMBER SPECIALIZED / GENERAL/SPECIAL ISSUES LONGER LIFE BETTER REPRODUCTION BENEFIT FROM PASS-ALONG READERSHIP
DIRECT MARKETING
INFOMERCIALS CATALOGS TELEMARKETING
INFOMERCIALS
LONG VIDEO PRESENTATION OF INFORMATION-HEAVY MESSAGE COMBINATION OF AD AND INFORMATION GOES WELL WITH RURAL INDIA IN GENERAL AND SONG AND DANCE SEQUENCE IN SOUTH IN PARTICULAR HIGH QUALITY , DETAILED MARKETING MESSAGE
CATALOGS
MULTI-PAGES PIECES SHOWING MERCHANDISE FOR SALE WOMEN APPAREL AND ACCESSORIES HOME PRODUCTS.GIFTS ,SPORTING GOODS COMPLEMENT TO RETAIL PRESENCE VARIETY OF CATALOGS USING CUSTOMER PURCHASE HISTORY AS GUIDE- WHICH CATALOG TO SEND TO WHOM AND WHAT FREQUENCY
DIRECT MAIL
GENERALLY INCLUDES A LETTER , SALES BROCHURE AND INSTRUCTIONS HOW TO REPLY OR REPLY FORM E-MAIL OFFERS OPPORTUNITY FOR CUSTOMIZATION AND QUICKER EXCHANGE OF INFORMATION
TELEMARKETING
SELLING BY PHONE RATHER THAN INPERSON IMMEDIATE TWO-WAY COMMUNICATION ADVANTAGE OVER DIRECT MAIL CALLER CAN CUSTOMIZE MESSAGE IN ACCORD WITH RECEIVERS INITIAL RESPONSE
TELEMARKETING
TECHNOLOGY- MAJOR FORCE FOSTERING GROWTH HELP OF STATISTICAL TECHNIQUES TO FIND SOLICITATION PATTERNS PRIMARY ISSUE WITH DIRECT MAILJUNK MAIL ATTITUDE
WEBMARKETING
MARKETING ON WEB
WEB
CUSTOMIZED MESSAGES INSTANT RESPONSE HYPER IMPULSIVITY DUE TO CLOSER CONJUCTION OF DESIRE ,TRANZACTION AND PAYMENT THAN ANY OTHER ENVIRONMENT LEAST DISRUPTION CAN SERVE IN LESS INTERACTIVE WAY BY POSTING OF BANNER ADS
EACH OF THESE UNDER DIRECT CONTROL OF COMPANY SOME FIRMS ROUND OUT THEIR MIX WITH PROGRAMS NOT DIRECTLY UNDER CONTROL EVENT MARKETING ,SPONSORSHIP AND PUBLICITY SOCIAL NETWORKING SITES TWITTERCUSTOMER IS THE MEDIA PUBLICITY GENERALLY INVOLVES THIRD PARTY WHO SENDS HIS OWN MESSAGE ABOUR COMPANY
COGNITIVE STAGE-COMMUNICATION TO PUT SOME FACTS IN MIND OF POTENTIAL CUSTOMER MAKE AWARE AND BUILD KNOWLEDGE BY CONVEYING SOME INFORMATION AFFECTIVE STAGE- PROSPECT DEVELOPS A FEELING TO THE NEW PRODUCT FINALLY PROCESS ENDS WITH AN ACTIONPURCHASE
ISSUE
NO ONE UNIVERSALLY APPLICABLE MODEL OF PURCHASE LEARN-FEEL-DO SEQUENCE- HIGH INVOLVEMENT FEEL-DO-LEARN SEQUENCE PURCHASE NO GREAT CONSEQUENCE , HENCE RELATIVELY UNINVOLVED IN PURCHASE PROCESS
MARKET
MISSION
MESSAGE
MEDIA
COMMUNICATION BUDGET IS FUNCTION OF SIZE AND HETROGENITY OF THE TARGET AUDIENCE NATURE OF MESSAGE RECEPTIVITY OF THE AUDIENCE AMOUNT OF CLUTTER
NATURE OF MESSAGE
NATURE OF MESSAGECOMPLEX
RECEPTIVITY OF AUDIENCE
BUDGET LESS IF AUDIENCE SEEKING MESSAGE ; NO NEED TO BREAKTHROUGH CONSUMERS SCREENING MECHANISMUNWANTED MESSAGES HIGH INVOLVEMENT PURCHASES CONSUMERS PRO-ACTIVE ;REDUCES BURDEN OF COMMUNICATOR SATISFIED CUSTOMERS WITH LOW INTEREST PRODUCT BURDEN OF ATTRACTING CUSTOMERS
RECEPTIVITY OF AUDIENCE
CLUTTER
SPENDING LEVEL OF COMPETITORS CRUCIAL FACTOR IN INTENSITY OF EFFORT TO GET MESSAGE THROUGHMICROMAX IN IPL 20-20 IN CASES , SPENDING HAS TO REACH CERTAIN LEVEL BEFORE IT BREAKS THROUGH
CLUTTER
MEASUREMENT
MEASUREMENT
LEARNING ABOUT EFFECTS EFFORTS HAD CRUCIAL OUTPUT FOR FURTHER SPENDING LEVELS CLEAR STATEMENT OF OBJECTIVES CRUCCIAL QUANTITATIVE GOALS EASY TO MEASURE