IMC Report An Awareness Campaign on FOOD WASTAGE

Submitted by:
Group No. 8, Sec C
Jayanta Chakraborty 200 Tushar Kanti Nayak 201 Swarasij Guha Roy 202 Ritesh Shreemal 220 Shalini Sah 222 Manas Ranjan Mahapatra 227

Contents
Contents..................................................................................................................... 2 EXECUTIVE SUMMARY................................................................................................. 3 Around 40 percent of the food produced globally gets spoiled before it even reaches the table. Furthermore a large number of people being undernourished, we simply cannot afford to waste food. The main source of blame for food wastage is carelessness. Around 1.3 billion tons of food wasted globally every year. ...............3 This report deals with the burning issue of food wastage. The name of this awareness campaign is Food for Thought. This report mainly focuses on mainly food wastage in School of management, KiiT University. .........................................4 On basis of proper examination and enquiry it was found that students waste approx. 125kgs of food every day which can easily feed seventy odd people. ........4 INTRODUCTION........................................................................................................... 4 The scale of food waste worldwide is mind-boggling. According to a report for the UN by the Swedish Institute for Food and Biotechnology, around 1.3 billion tons of food is either lost, or wasted, globally each year. The figure is around a third of the worlds total food production; and the study says that reducing losses in developing countries could have an immediate and significant impact on livelihoods and food security.................................................................................................................... 4 In view of this aforesaid problem, integrated marketing communication (IMC) as an approach will be helpful. So first we should understand IMC, its process and its tools......................................................................................................................... 5 IMC.......................................................................................................................... 5 IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. ..................................................................................................5 The goal of IMC is to generate short-term financial returns and build long-term brand value.............................................................................................................. 5 IMC PLAN................................................................................................................. 5 The marketing communication plan is an integral part of a marketing plan. The promotional strategies for the campaign will be developed by utilizing the details from the marketing plan. The IMC plan selects the right communication tools,

integrates them, plans the media and messages, and also allocates the budget. Furthermore IMC is also responsible for managing the marketing mix......................5 STP ANALYSIS.............................................................................................................. 5 4Ps.............................................................................................................................. 6 AIDA model................................................................................................................. 7 Structure of the Ad Campaign.....................................................................................9 ADVERTISING STRATEGY...........................................................................................10 STRATEGIC APPROACH..............................................................................................11 BIG IDEA...................................................................................................................12 Getting Creative to the Big Idea................................................................................13 Collaborative Brainstorming for creative ideas..........................................................14 The Process of designing the AD commercial............................................................16 CONCLUSION............................................................................................................. 19

EXECUTIVE SUMMARY
Around 40 percent of the food produced globally gets spoiled before it even reaches the table. Furthermore a large number of people being undernourished, we simply cannot afford to
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waste food. The main source of blame for food wastage is carelessness. Around 1.3 billion tons of food wasted globally every year. This report deals with the burning issue of food wastage. The name of this awareness campaign is Food for Thought. This report mainly focuses on mainly food wastage in School of management, KiiT University. To create and spread awareness among the students of SoM a video was done showing various excuses students put forth for wasting their food. This video is a small contribution on our part to address this practical problem of food wastage. The name of our campaign is Food for thought. The script depicts students being asked to sight excuses for wasting their food. Later they are made aware of the fact that their extra wasted food can feed around 70 people daily. Further they are questioned whether the excuses given by the students are reasonable enough because everyday many people die of food deprivation. In the end the ad appeals to the target to start acting and inculcate a good habit of not wasting food. On basis of proper examination and enquiry it was found that students waste approx. 125kgs of food every day which can easily feed seventy odd people.

INTRODUCTION
The scale of food waste worldwide is mind-boggling. According to a report for the UN by the Swedish Institute for Food and Biotechnology, around 1.3 billion tons of food is either lost,
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or wasted, globally each year. The figure is around a third of the worlds total food production; and the study says that reducing losses in developing countries could have an immediate and significant impact on livelihoods and food security. In view of this aforesaid problem, integrated marketing communication (IMC) as an approach will be helpful. So first we should understand IMC, its process and its tools. IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate short-term financial returns and build long-term brand value. IMC PLAN The marketing communication plan is an integral part of a marketing plan. The promotional strategies for the campaign will be developed by utilizing the details from the marketing plan. The IMC plan selects the right communication tools, integrates them, plans the media and messages, and also allocates the budget. Furthermore IMC is also responsible for managing the marketing mix.

STP ANALYSIS

It is difficult to satisfy everyone in a market. Not everyone likes the same cereal, hotel room, restaurant, automobile, college, or movie. Therefore marketers start by dividing up the market into segments. They identify and profile distinct group of buyers who might prefer or require varying product and services mixes. SEGMENTATION A market segment consists of a group of customers who share a set of needs and wants. A market can be segmented on the basis of geography, demographics, psychographics and behavioral. For our campaign we have done the segmentation as below: a) Demographic - Under demographic we have tried to influence the students of SoM, KIIT University. The age is between 25-30 yrs. Most of the students fall under the category of non income group. b) Geographic - Initially the campaign will focus on tier-II cities like Bhubaneswar and later we will expand the same to metros. TARGETING After segmentation the marketer must select the appropriate target market. For targeting, the whole segments are divided into homogenous groups. In our campaign for food wastage we aim at targeting the students in the age group of 25 and above, teaching and non-teaching staff of SoM. POSITIONING It is the act of designing the companys offering and the companys image to occupy a distinctive place in the minds of the target market. The awareness campaign is positioned as A social message. We have named our campaign Food for thought.

4Ps

After STP analysis, marketing mix tool and integrated marketing program has to be correlated so that the needs of the target market can be fulfilled. PRODUCT Our product is an idea i.e. An awareness campaign against food wastage. The intangible aspect of our campaign deals with the psychological impact the campaign will have on our target. The feel good factor that a person derives from not wasting food. PLACE The place where our campaign will be showcased and promoted is SoM. PROMOTION We are promoting our campaign mainly through advertisement in conventional and unconventional media which includes print as well as electronic media. We are also making use through exclusive displays in college canteen and campus. The outdoor media campaign was supported with a print and broadcast program. The objective of the media campaign is to increase the visibility of our Food for thought campaign. The outreach program focused on encouraging face-to-face interaction so that the target audience could internalize our campaigns message.

AIDA model
This is a model of consumer response hierarchy. It states that a consumer passes through the following four stages of response:
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1. Awareness: Initially the target audience is unaware of the idea and thus the job is to educate

them and build awareness. This stage deals with the cognitive response of the target audience. In case of our awareness campaign the task was to make students aware of the consequences of food wastage and make an appeal to avoid such practice.

2. Interest: Here the consumer develops interest in the product. Interest is created by means of an

interesting feature or entertaining ads etc. In our ad the facts mentioned, the video of students giving excuses for food wastage and an appeal to avoid such practice will surely create interest in our target audience.

3. Desire: After making the target audience aware of the product the next thing is to make them

buy the idea or product. Desire can be built by addressing the consumers needs. In our campaign we want our target to buy our idea as it will psychological impact our target audience and will force change in their attitude and behavior.

4. Action: The next task is to make the target audience act i.e. purchase a product or buy an idea.

This is a long term strategy. In case of our campaign, we expect our target audience to act on an immediate basis and spread the message by word-of-mouth.

Structure of the Ad Campaign

The Media
Communicating the advertisement to the target segment is an important aspect. Advertising communication is a unique process with its distinct mechanism to reach the target market as well as its own set of tool to make the desired feat possible. The diverse set of tools through which advertising communication is carried in a smooth manner is termed as media mix. Of course there are many sorts of hindrances (inclusive of both internal and external factors) surrounding the ambience of the media mix, the smooth carriage of advertising communication requires the media mix to effectively quash all those constraints and perpetuate their task. The tools that constitute the media mix are the channels of communication through which the advertisement is delivered to the target market. For instance, the electronic, print and interactive media, which contain a variety of sub-categories, the entire amalgam of which establishes the media mix.

The Audience
The audience is the intended consumer of the advertising. It thus becomes very important to define the target as clearly as possible. In our case the target audience is students of SoM. Audiences are primarily of two types: Primary Audience: The actual customer paying for a product or to whom an idea is targeted. In our case it includes students, teaching and non-teaching staff of SoM. Secondary Audience: It is the group that gets influenced by the primary audience. In our case the secondary audience would be friends of the students, teachers and canteen staff who would influence the students to consume as per their appetite and thus reduce food wastage.

ADVERTISING STRATEGY

The Advertising Process

Tactics

Creative Execution

Big Idea

Advertising Strategy

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At the very base of the pyramid is the advertising strategy which includes the solution to any communications - related problem. It outlines what the advertiser proposes to say. In our case the message is very clear i.e. Stop wasting food.

The big idea deals with the how part i.e. communicating the message in a creative way. It thus acts as a link between strategy and creative execution. A big idea is specific to a campaign. In our case is the big idea is to show the quantum of food wastage as well as make the students aware of the daily food wastage quantity.

Creative execution deals with the physical form of an advertisement story, script, music, words etc. It is during this process where the ad is made based on the big idea, which is based on strategy. The name of our campaign is Food for thought. The script depicts students being asked to sight excuses for wasting their food. Later they are made aware of the fact that their extra wasted food can feed around 70 people daily. Further they are questioned whether the excuses given by the students are reasonable enough because everyday many people die of food deprivation. In the end the ad appeals to the target to start acting and inculcate a good habit of not wasting food.

Tactics are the short term decision about specific, tangible tasks related to the advertising method, media etc. and that go together to fulfill the strategies. In our case we have decided to circulate the video over the intranet in SoM. We also want to spread the message to other schools of KIIT University.

STRATEGIC APPROACH

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Strategic options can be broadly divided into product or prospect centered approaches. Product centered approach focuses on product features and product image whereas prospect centerd approach focuses on the needs and wants of consumers and are projected via emotional and rational appeals. The popular strategic options are mentioned below in the context of our campaign.

Generic approach: The campaign is an initiative and a first of its kind in SoM as a result the impact is bound to occur and the target will be influenced.

Positioning: Positioning approach is all about placing the idea in the mind of the target audience. The awareness campaign is to be positioned as A social message. We have named our campaign Food for thought.

Resonance: This strategy links the product with an experience or occasion, situation or lifestyle. The campaign would target the do not care attitude of students as well as their ignorance of this issue thus aiming at bringing about a change in their fooding habits.

BIG IDEA
The big idea is the idea that an advertiser selects for communicating the brands strategic message in a creative way; it is a link between strategy and creative execution. It is a creative concept to execute the advertising strategy and serves as an umbrella or central theme for a series of ads in a campaign. Once the strategic direction has been finalized, the hunt begins for the big idea a then follows its creative execution. A big idea involves all-the head, the heart and the gut feeling. In order to come up with a big idea, a creative leap needs to be taken. The advertiser needs to distance himself from the shelter of the strategy statement and plunge into the
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alien creative arena. Processes also can overlap and the big idea could be derived while arriving at the strategy or reformulated while planning on its creative execution. While there are no outlined steps for arriving at the big idea, the advertisers usually begin by reviewing the advertising strategy and the researched information to get into the heart of the problem they are trying to solve. Then begins the creative process of generating various alternative ideas for the problem. Next the ideas are evaluated for a reality check- whether they are really good, whether they would solve the problem, and whether they are in alignment with the strategy or not. If answer to any of these questions is in the negative, the idea is rejected. Finally, the one best idea is selected for execution while the other ideas are retained as backup or support ideas. In the ad commercial the big idea that we have taken into consideration is that of wastage of a very vital resource thats food. We have just taken an initiative to make our targeted audience i.e. the students, faculty and canteen staff of SoM aware of the fact that in the world where there is shortage of food in some parts leading to poverty and moreover deaths and other various tragic incidents, still food wastage is taking place which should be highly avoided.

Getting Creative to the Big Idea

Creativity is both an art and a science that can be acquired with practice. Creativity is about giving birth to something that did not exist before. It is the application of thepast experiences or ideas in a novel and unexpected way. It is being innovative, imaginative, original and different. It also requires flexibility, expressiveness and openness to change. These skills may be genetic, acquired or situational. The various traits that are required in order to be creative are:
1) A questioning attitude: What are your excuses for wasting food? 13

2) The courage to take risks: Creative people take risks in expressing their ideas and do not

care much about the consequences of the certain action or what others will think of them.
3) A sense of humor: Humor is an indicator that the creative system is at work. To be funny

requires thinking from a different perspective. An element of humor also seeks the attention of the audience to a great extent.
4) The habit of observation: Creativity requires a lot of keen observation. The creative

people need to be alert and watchful for certain situations basically related to the big idea and be able to reach conclusions through instinct than through reasoning.
5) The ability to visualize: Good visualizing abilities and describing abilities also adds to the

creative execution aspect.

6) Openness to new experiences: A new experience gives a creative team more angles from

which to tackle an advertising problem.

7) A positive mindset: Having an attitude of positive expectations can result in attracting

positive results.

Collaborative Brainstorming for creative ideas

It is basically a technique for generating alternative ideas. Collaborative means a group process. For the ad commercial, brainstorming was done taking into consideration all the thoughts and ideas of the various members of the group and then the unique ones were selected by the group as a

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whole. The ideas were very much related to the big idea. Eventually, the ideas were compiled and executed.

Creative Execution
Message tone: Message tones reflects the emotion behind an ad- happy, fearful, angry, excited, vulgar, funny, serious, advisory, silly, provocative etc. ads can adopt various tones of voices owing to their conversational nature. the choice of tone affects the way advertising copy or script is written, the way the people feel about the ad, and the impact or relationship that the ad creates with the consumers.

Message Structure: Message structure in the ad campaign comprises of both verbal and nonverbal methods of communication. The commercial contains a mix of both words and visuals.

Readability: It concerns the verbal elements of a message. It depends on factors like arrangement of words in a message, word frequency, sentence length, number of ideas in a single message, etc. it also specifies the clarity and visibility aspects of the words in the ad commercial.

Ordering effect: Ordering refers to the timing of presentation of key ideas in the messagebeginning, middle or end of the message. In the ad commercial both the primacy effect and recency effect have been taken into consideration. Thats why the messages are displayed at the beginning of the ad as well as at the end.

Repetition: Repeating a point increases its memorability and persuasiveness.

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The Process of designing the AD commercial

1. Review the creative brief: In order to understand the communication background, and the

objective of the ad campaign it is imperative to review the creative brief. so the big idea was reviewed for further execution.
2. Think Pictures: in order to go for the execution of the big idea many thoughts and

processes needs to be visualized and proper sequencing needs to be done.

3. Use Narrative: now taking the visuals forward, a scenario is written that completes the

story or the idea in order to take it to its logical conclusion.

4. Write a script: a script is a blue print comprising of dialogues, sounds, acting instructions

and visual shots for a film or commercial. Ensure that the opening shot is highly commanding and that it captivates the attention of the audience. The closing should reinforce the main idea. Words should be added only to support the visuals.
5. Prepare a storyboard: while a script tells the story using words, a storyboard does it

through selected illustrations or images. It is a graphic organizer of a series of actions, depicted sequentially frame by frame, and combined with audio-video elements. After the script is ready, the storyboard is prepared to pre-visualise the motion commercial. Written directions describe the accompanying image and indicate the action, since images are static and cannot show motion. Camera moves and the movement of things can be indicated using arrows or such other symbols. In the ad commercial the story board gives an idea of whats happening and not leave out important actions, changeovers or essential moments. The commercial creating awareness contains pictures clubbed along with quotations in order to depict the idea.
6. Get the commercial produced: production involves the actual filming or shooting of a

commercial. Commercials can be shot on film or videotape in a dvd which are very fast closing the gap with quality improvements and with the possibility of digital editing. In the production
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phase it is important to ensure that the product is afforded enough visibility in terms of time and proximity to the camera.

Following are some of the key production issues to be considered:

Number of scenes and shots: scenes are pieces of action that occur at a single place or location. They comprise of several shots that are taken from varied angles. The number of scenes in a commercial determines its speed.

Setting: it is the place where the scene is shot. The right sets and locations used enhance the mood and character of the commercial.

Length: Most networks give time for 10, 15, 30 and 60 second slots. Infomercials may be even longer stretching up to 1 to 2 minutes.

Casting: Casting decisions involve designating the right actor for each role in the commercial. Casting needs to consider both on-camera and off-camera talents.

Costumes and make-up: Trivial as they may seem, they are also an important execution decision. Costumes could depict the personality of characters, their culture, the weather or time of the year, etc.

Props: Props that are the things that are used in a commercial. Choosing the key props is not a random decision. There are certain objects that are mandatory in a commercial.

Art decisions: Art decisions fall within the purview of art directors who are responsible for determining the look of a commercial.

Lighting: This decision usually falls in the directors domain, but certain special instructions might be specified in the script itself if they are critical in a story.
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Pacing: The pace of an action describes how slow or fast it happens on screen. Camera shots, moves and transitions: There are a various types of camera shots such as longshot, medium shot, close-up, extreme close-up. Camera movements include zoom in or out, dolly in or out, pan right or left, truck right or left, tilt up or down, and boom or crane shot. Shot transitions include cut, dissolve, wipe. Camera point of view includes both objective and subjective. Freeze frame, stop motion, slow motion, fast motion and reverse motion are some of the action maneuvering. Eye-level, high-angle shot and low-angle shot are the various camera angles that can be used.

Editing: Editing is not a mechanical cutting and joining of film, but a creative art through which an editor can rewrite and redirect an entire story, as well as hide imperfections in shooting, photography or acting. In the hands of an editor, a commercial takes a different form. Some common forms of cutting or type of editing are: compilation editing, continuity editing and crosscutting.

In the ad commercial depicting the ad campaign uses certain exquisite language with a balanced video, audio and words. The strategy to attract the attention of the target audience and making them think for the cause are the main or the basic idea behind the whole advertising process.

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CONCLUSION
As we know in India millions of people do not get enough food to eat. Hence, we should never waste food. This awareness campaign will address this issue as it is only a small contribution on our part. Food wastage occurs at various places like canteen, cafeteria, restaurants, hotels, marriage functions and other social events. This can be curtailed by spreading awareness among the people like in our case we are making the students of SoM aware. So to prevent wastage of food, we should take the following steps: 1. We should keep the nutritive value and the comparative cost of food articles in mind while buying them. 2. We should buy only that much quantity of food which can either be consumed or kept safely at home. 3. We should not waste food at social and religious functions. 4. We should avoid excessive refining and processing of food.

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We intend to create sufficient awareness among students and garner positive reviews from both teaching and non-teaching staffs of SoM. In the later stage we plan to spread this message across the university. On a larger scale, we have also planned to take the help of our fellow students of Kalinga Institute of Social Sciences (KISS) to join hands with us to make this campaign a success.

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