Integrated Marketing Communication on Promotions

1. - Presented By
- Prashant Chalke
- Preshit Kharde
- Hitesh Karkera
- Suhas Suryawanshi
- Satish Shinde

2. PROMOTIONS
 Promotions refer to the entire set of activities, which
communicate the product, brand or service to the user.
 The idea is to make people aware, attract and induce to
buy the product, in preference over others.
 Promotion can be categorized as consumer-oriented
and trade-oriented promotions.

3. Reasons for Increase in Promotion
 The Growing Power of Retailers
 Declining Brand Loyalty
 Increased Promotional Sensitivity
 Brand Proliferation
 Fragmentation of the Consumer Market
 Competition

4. TRADE AND CONSUMER ORIENTED
PROMOTIONS
 TRADE PROMOTIONS are marketing activities
executed between manufacturers and retailers. Trade
promotions help companies differentiate a product,
increase product visibility, and increase the product
purchase rate.
 CONSUMER PROMOTIONS are marketing activities
targeted at the consumer to encourage them to buy the
product. These are often used at the product launch to
increase brand awareness, market acceptance, and
sales.

5. PROMOTION TECHNIQUES

6. Personal Selling
 What is personal selling?
 Types of personal selling
 Retail selling
 Trade selling
 Missionary selling
 Advantages and Disadvantages of personal selling

7. Advantages and Disadvantages
Advantages Disadvantages
High customer attention High cost
Message is customized Labor intensive
Interactivity Expensive
Persuasive Impact Can only reach limited number of
customers
Potential for development of
relationship
Adaptable
Opportunity to close the sale

8. Direct Marketing
 It's a method of contacting customers and
potential customers personally, rather than
having an indirect medium.
 This includes
 direct mail ,
 telephone catalogues
 data sheets
 Ex- Xerox has tripled its sales fort low-end
products through the use of direct mail.
 Direct marketing is not the best option for
companies who have niche products to sell.

9. Direct mail
A marketing effort that uses a mail service to deliver a promotional printed
piece to your target audience .

10. Telemarketing Use of the telephone to market goods or services
directly to prospective customers
 Telemarketing is a marketing communication tool
that employs trained specialists who utilize
telecommunication and information technologies to
conduct marketing & sales activities either through
incoming calls or outgoing calls.
 It is cheaper than face to face sales.
 Usage Rate of telemarketing increasing by 25% a
year
 Now a days people say telemarketing as cold
calling.
 Carried out by
 Telemarketers
 automated telephone calls or "robocalls"

11. Public Relations
 “Public relations is a planned process to influence
public opinion, through sound character and
proper performance, based on mutually
satisfactory two-way communication.”
 The aim of public relations by a company often is
to persuade the public, investors, partners,
employees, and other
 stakeholders to maintain a certain point of view
about it, its leadership, products, or of political
decisions.

12. Functions of PR
 Marston’s four-step “RACE” model describes the PR
process:
 R = Research
 A = Action
 C = Communication
 E = Evaluation
 Promoting goodwill
 Promoting product, service, corporate image
 Corporate communications
 Lobbying
 Counteracting negative publicity

13. Media management
 Media management is a term used for several related
tasks throughout post-production. In general, any task
that relates to processing your media is considered to
be media management, such as capturing,
compressing, copying, moving, or deleting media files.

15. MESSAGE EVALUATIONS - Approaches
 RECALL tests:
 What do you recall over a span of time as well as information about
the ad(s) that they remember
 Day-after recall (DAR)
 Unaided recall
 Aided recall
 RECOGNITION tests:
 Give copy of ad and ask if they recognize or have seen it before
 Attitude and Opinion
 Emotional Reaction
 Physiological Arousal
 Persuasion

16. EVALUATION CRITERIA
Establish Quality Evaluation Criteria
 Should be relevant to objectives being measured
 Agreement on how the results will be used
 Use multiple measures to evoke more precise evaluations
 Test should be based on some theory or model of human
behavior
 Consider multiple exposures
 Validity necessitates that comparative tested ads are in the
same stage of their development process
 Adequate Controls to prevent biases and external factors
 Samples must be “representative”
 Tests should be Reliable and Valid (generalizable)

17. EVALUATING THE OVERALL IMC PROGRAM
 Peter Drucker identified goals that define overall well-
being of a company:
 Market Share
 Level of Innovation
 Productivity
 Physical and Financial Resources
 Profitability
 Manager performance and development
 Employee performance and attitudes
 Social Responsibility
 If these goals are being reached, the IMC plan is likely in
good order.

18. Case Study –Re-positioning of Frooti

19. Case Study – Re-launch of Frooti
 Started in 1984 as first tetra pack fruit juice in India
 First decade, scored 100 product likability and product
quality and 95 on product recall.
 By 2000, it was loosing a market-shares to competitors
MNCs
 Research
 Segmentation
 Targeting
 Positioning / Re-positioning

20. Campaigns
 Mango Fruity – Fresh n Juicy
 Teaser Campaign – “Digen Verma”
 Everest Integrated Media Pvt. Ltd.
 Frooti – “Just Like That”
 Frooti Pranks – Juicy Mango Suprise
 Frooti Competition – Mango Slam Bam Bam – Crazy
Mango Fun
 The Frooti Life - Rebranding with SRK
 Choos the Mango, Choose the Mango
 Frooti – BCL ( Box Cricket League)