Marketing Management, 12/e

A South Asian Perspective

17
Designing and Managing
Integrated Marketing
Communications

Kotler

Koshy

Keller

Jha

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The 'Oreo Togetherness Bus' is currently running

across the country, providing a platform for
parents and children to catch fun family
moments. Stationed at entertainment hubs of
the city, the bus is loaded with fun games, photo
opportunities, a cookie corner, and more.
Anyone can hop into the bus with their kids to
have fun, and try their hand at games. Radio,
digital media and outdoor also continue to create
awareness about the bus, giving to consumers
regular updates on togetherness activities.
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Chapter Questions
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?

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Marketing Communications

The means by which firms attempt to

inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.

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Table 17.1 Communication Platforms

Advertising
Sales Promotion
Print and broadcast ads Contests, games,
sweepstakes
Packaging inserts
Premiums
Motion pictures
Brochures and booklets Sampling
Trade shows, exhibits
Posters
Coupons
Billboards
Rebates
POP displays
Entertainment
Logos
Continuity programs
Videotapes
Tie-ins
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Table 17.1 Communication Platforms

Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities

Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
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Table 17.1 Communication Platforms

Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows

Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
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Figure17.2 Elements in the

Communications Process
Sender
Message
Receiver
Response
Feedback
Noise

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The Communications Process

Selective attention
Selective distortion
Selective retention

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Figure 17.4 Steps in Developing

Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
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Identify the target Audience

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The First Caf Coffee Day logo was a bright red cube
with a green stroke above e in Caf Coffee Day. The
word Caf was made to appear dominant to indicate
Caf Coffee Days introduction of Caf culture in India.
The font used for Caf is called SLURRY the font
looks as though the letters have coagulated out of liquid.
The current logo includes a dialogue box which highlights
the connection between 'coffee' and 'conversations.' This
logo also reflects their current tag line, "A lot can happen
over coffee.

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Caf Coffee Day is a division of India's largest coffee

conglomerate, Amalgamated Bean Coffee Trading
Company Ltd. (ABCTCL). ABCTCL grows coffee in its
own estates of 10,000 acres. The land value of the
plantations is US$250300 million. It is the largest
producer of Arabica beans in Asia. Apart from this, the
group also sources coffee from 11,000 small growers.
ABCTCL is one of Indias leading coffee exporters with
clients across USA, Europe and Japan. The first CCD
outlet was set up on July 11, 1996, at Brigade Road,
Bangalore, Karnataka.

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The company is known for being vertically

integrated to cut costs: from owning the
plantations, growing the coffee, making the
coffee machines to making the furniture for the
outlets.
The machines cost them 1.2 lakh each, which
they say is half the cost of an imported coffee
machine. The maintenance cost of CCD's
machines is also less than foreign machines.
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Cafe Coffee Day introduces 'Cafe Moments' pre paid cards

Convenient and cashless transactions over coffee and conversations

'Cafe Moments' are prepaid cards designed to enable

cashless transactions at all the CCD outlets. Customers
can top-up their cards with denominations ranging from
Rs. 100 to Rs. 5001 on an ongoing basis, enabling ease
of use on the purchase of food, beverages and
merchandise at their favourite CCD outlets. What's more,
the cards are designed to be a great gift item that can be
given out to friends and family members at any occasion.
Corporates can also use it as an ideal fun gift for their
employees.

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CCD introduced smart tables which

allows consumers to order with the touch
of a screen.
Merchandise it sells- Bags. Men T-shirts,
Coffee maker, Coffee Powder, Cards,
Women t-shirt, gifts, cookies, mugs, etc.

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CCD is letting the young, hyper-networked

caf goer decide where the brand goes
and what it does next. With some 2.7
million Facebook fans CCD has a ready
audience to act as food taster, dcor critic
and pastry chef.

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CCD has even signed up with Apollo and

Fortis hospitals to give caregivers a place
for quiet coffee.
CCD outlets will also open on Highways.

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Image

The set of beliefs, ideas, and impressions

a person holds regarding an object.

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Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention

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Designing the Communications

Message strategy
Creative strategy
Message source

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Creative Strategy-Way marketers translate their messages

into a specific communication

Informational and transformational appeals

Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy

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Informational Appeal

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Informational Appeal

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Transformational Appeal

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Message Source
Celebrity Characteristics
Expertise
Trustworthiness
Likeability

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Selecting the Communications Channels

Personal communication channelsAdvocate channels, Expert Channels,
Social channels.
Nonpersonal communication channels
Integration

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Creative Strategy
Informational and transformational appeals
Positive and negative appeals

Fear
Guilt
Shame
Humor
Love
Pride
Joy

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The Importance of Taglines

Brand Theme
Our car is more
spacious
It is prestigious to own
our brand of TV
Our butter is tasty and
fun to eat
Our motorbike is fuel
efficient

Ad Tagline
More Car per Car (Tata
Indica)
Neighbors Envy; Owners
Pride (Onida TV)
Utterly Butterly Delicious
(Amul Butter)
Fill it, shut it, Forget it
(Hero Honda motorcycle)

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Message Source
Celebrity Characteristics
Expertise
Trustworthiness
Likeability

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Personal Communications Channels

Advocate Channels
Expert Channels
Social Channels

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Stimulating Personal Influence Channels

Identify influential individuals and devote extra

attention to them
Create opinion leaders
Use community influentials in testimonial advertising
Develop advertising with high conversation value
Develop WOM referral channels
Establish an electronic forum
Use viral marketing

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Nonpersonal Communication Channels

Media
Sales Promotion
Events and Experiences
Public Relations

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Establish the Budget

Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task

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Objective-and-Task Method

Establish the market share goal.

Determine the percentage that should be reached.
Determine the percentage of aware prospects that
should be persuaded to try the brand.
Determine the number of advertising impressions per 1
percent trial rate.
Determine the number of gross rating points that would
have to be purchased.
Determine the necessary advertising budget on the basis
of the average cost of buying a GRP.

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Characteristics of Marketing
Communications Mix
Advertising
Pervasiveness
Amplified
expressiveness
Impersonality

Sales Promotion
Communication
Incentive
Invitation

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Characteristics of Marketing
Communications Mix
Public Relations and
Publicity
High credibility
Ability to catch buyers
off guard
Dramatization

Events and
Experiences
Relevant
Involving
Implicit

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Characteristics of Marketing
Communications Mix
Direct Marketing
Customized
Up-to-date
Interactive

Personal Selling
Personal interaction
Cultivation
Response

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Factors in Setting Marketing

Communications Mix
Type of Product Market
Buyer Readiness to Make a Purchase
Stage in the Product Life Cycle

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Coordinating Media to Build Brand

Equity
Brand Signatures
Ad Retrieval Cues
Media Interactions

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