imc asignment
TRANSCRIPT
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Can you give me an example of an integrated
marketing communication campaign? Whatdid the...
Can you give me an example of an integrated marketing
communication campaign? What did the company do that
attracted you to the promotion and product?
Integrated marketing refers to the combined total effort of a company to inform, persuade, orremind customers directly or indirectly about the products and brands of the company.
Marketing communications are carried out by a company using the following six modes ofcommunications which constitute its communication mix.
1. Advertising: This refers to any paid form of communication through a medium of masscommunication.
2. Sales promotion: This refers to any short term incentive to encourage trial purchase orany other specific customer action.
3. Events and experiences:Company sponsored events or activities that create specialexperiences for the company.
4. Public Relations and publicity: Like advertising this form of communication also makesuse of mass media to spread information designed to promote and protect image andreputation of company and its product. However these are more in form of news and
other non-paid communications.
5. Direct marketing: Communicating with individual customers through means of one-to-one distance communication such as mail, telephone, e-mail and Internet selling system.
6. Personal selling: Primarily face-to-face interaction with one or more prospectivecustomer. This includes personal selling activities such as making presentations, handling
objections, and closing sales.
The marketing communication system of most big companies incorporate all these types ofcommunication methods. Take for example an automobile companies. They releaseadvertisement in newspapers, special auto journals, TV and hoardings.
They also organize sales promotions campaigns in which customers are offered special dealssuch as reduced price or additional guarantee and free servicing for purchases made within a
specified period. Auto companies also run program of demonstrating their products which
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encourage prospective customers to test drive the vehicles creating physical experience of
driving their vehicles.
We also see so many articles and news items about auto companies and their products appearing
in various mediums of mass communication. All efforts of a company to influence such
communications constitutes their public relation and publicity program.
Auto companies frequently also engage in direct marketing, especially to convince their existing
customer to use car servicing and facilities authorized or operated by the company.
The company also provides information about their products on company's Internet selling sites.
These site enable the customer to choose and configure a product they want to buy, get
information on the prices and available financing scheme, and contact information of nearest
dealer able to supply the car.
Finally the auto companies have a large network of dealership that performs the personal selling
fun
o r i e n t e d p r o m o t i o n c a n b e d o n e t h r o u g h t r a d e
a l l o w a n c e s , trade shows, cooperative advertising and so on. Cadbury
hasl a u n c h e d m a n y s a l e s p r o m o t i o n a c t i v i t i e s e s p e c i a l l y
t h e customer oriented promotion that customers can benefit from itsuch as the
Cadbury dairy milk but tons had launched the kidsc a m p a i g n i n t h e
c i t y c e n t r e i n A p r i l l a s t y e a r , t h e t a r g e t a u d i e n c e
o f t h e c a m p a i g n i s p a r e n t s w i t h k i d s a n d
t h e campaign inc lude t r easu re hun t s , f ace pa in t ing , s to ry
te ll in gand biscuit and button decorating. Furthermore, Cadbury hasb ee nlaunching the yearly discount sell ing or price off salespromotion
activities during Christmas time in supermarket for along time and it does increase
sales dramatically every year.
Publicity/public relation :
Business trend to use the news or business press to createand carry posi tive
images or stories about their business and p r o d u c t s f o r t h e
p u r p o s e o f s t i m u l a t e t h e i r s a l e s a n d operations.
Therefore, building a good relationship with localpress representatives to
support good reputation in the public i s s i g n i f i c a n t l y i m p o r t a n t
f o r f i r m s b e c a u s e p e o p l e l i k e t o s u p p o r t f i r m s w i t h
p o s i t i v e i m a g e a n d g o o d r e p u t a t i o n . However, public
relation is a risky way of communication due tofirms cannot control the infection
in negative aspects. Cadburyu t i l i z e s v a r i e t y o f t a c t i c s f o r t h e
p u b l i c r e l a t i o n s u c h a s t h e a c t i v i t i e s o f s p o n s o r s h i p
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o f s c r e e n c l i c k . c o m , t h e r a d i o promotion, media gift,
product placement and point of sales.Ca d b u r y h a s p u t mu c h
a t t e n t i o n t o t h e c o n c e r n o f p u b l i c i t y s u c h a s t h e c o m p a n y
a l wa y s i nf o rm to c o n s u me r s a b o u t i t s c h a n g e s . F o r
i n s t a n c e , c o n s u m e r s c a n s e e t h e b u s i n e s s evolution
information on Cadbury website like the NZ ProductCha ng es Q & A
Th e m os t d i st i nc t iv e f o rm of bu i ld in g p u bl i c r e l a t i o n f o r
C a d b u r y i s i t s T r a d i n g T e r m s t h a t d e c l a r e t h e Cadbury
conditions of purchase for detailers to offer the best
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qual i ty of chocola te and serv ice for consumers . The
Cad bu ry Nutritional labeling global standard to explain about
consumerh e a l t h a n d i n g r e d i e n t a r e a l s o i n d i c a t e d o n t h e
c o m p a n y webs it e which inc lude the de ta i led p roduct in fo rmat ion
andconsumer health issues.
Sponsorships:
Spon sors hip s is the bran ding marke tin g that b usin ess es invest to
support a particular event, program or project so as tog a i n t h e
c o m m e r c i a l a d v a n t a g e s a n d s h o w i n g
t h e i r advertisement. For example, firms involve coordinated beyondthe
banner placements in special event in order to broadeningits competitive
edge by improving the companys awareness, image, prestige and credibility.
Sport sponsorships is a populart r e n d t h a t m a n y f i r m s u s e d t of o s t e r t h e i r b r a n d l o y a l t y program in the modern t ime.
Cadbury has a long t rad i t ion of s p o r t s s p o n s o r s h i p ,
b o t h i n i t s o r i g i n a l c o u n t r y a n d o f supporting major
international events. Cadbury New Zealandh a d a n n o u n c e d t o b e t h e
o f f i c i a l t r e a t p r o v i d e r o f t h e N e w Zealand Olympic Teams for
Vancouver 2010 and London 2012.I n a d d i t i o n , i t s e a s y t of i n d o u t t h e i n f o r m a t i o n a b o u t Cadburys internationalsponsorships promotions such as theCoro nat io n Str eet and Cad bur y's
Cho col a te an d th e Cad bur y sweeten London 2012 sponsorship.
Personal selling :
Personal sel l ing is a t wo ways communicat ion betwe en sellers and
buyers and it can be done through face to face, viathe internet or telephone.
From personal selling, firms can gainthe feedback quickly from customers,
demonstrate the benefitsof particular products and adjust their message
immediately tocapture customers concern and desire needs. Personalsel linghad been used lo ng t ime ag o by Cadbu ry and i t is not b eing
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used anymore as brand awarenes s and brand ident i ty of t he Cadbury
was increased dramatically.
OTHER MARKETING MIX ELEMENTS OF CADBURY
Brand name and package
C a d b u r y i s t h e m o s t p o p u l a r c h o c o l a t e B r a n d i n
N e w Zealand. Cadbury dairy milk chocolate, Cadbury Jaffas, CadburyMoro and
Cadbury Pinky and s o on are al l famous symbols of Cadbury ser ies
that well-known in New Zealand market. Whenc u s t o m e r s s a y
s o me t hi ng ab ou t ch oc o la t e , C ad bu ry i s th e major brand that will
appear to customers mind. Therefore, thebrand name of Cadbury i s v i ta l
to al l i ts pro mo t ion act iv it ies and campaigns. In addition, the package of
Cadbury dairy milkch oc ol at e al so cr ea te s th e br an d im ag e to
c om mu ni ca te th eC a d b u r y b r a n d w i t h c o n s u m e r s . T h e p a c k a g eo f C a d b u r y s p r o d u c t s a l w a y s p a c k e d w i t h d i f f e r e n t c o l o r s
a n d p i c t u r e s according to different tastes. For instance, the strawberry tasteof
Cadbury dairy milk chocolate is packaged with red-pink colora n d
S t r a w b e r r y p i c t u r e s . M o r e i m p o r t a n t , t h e l a b e l i n g
o n C a d b u r y s p r o d u c t s a r e p r o v i d e d r e s p o n s i b l e
c o n s u m p t i o n messages and nutrition information to help educate
consumersabout the role of treats in the diet.
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ctio
40 |
P a g e
http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==,http://ad.xtendmedia.com/clk?3,eAGdTkFugzAQfE1ugIyxEQj14JS4pcJEKVQtuRmbEKcBImLkPr9WQVXPXa1Gs6OZ3fWDBCMehiKAoEFRzGOZ-EEIwSmOeMMdkCQJxABhACMYOdllbx4.ytcXQu4T2pGf2nrHvFvogvU6WPFAnimdZXFYpFwC96.z.zy9FWe2xjNC1vtlNuEsrbe.e9MsYD3ti.ca5ZUwDO40q-iVlQDtqzeYV1QVT7XPIL0c0xqz9U-bf3Ccs9a3TUA2kNo2xnh3MalGemLsrSBHYdGPEcIIRJaqQbfdxHUr3Z5Pn61WQ-dabz8PSnCtxsEdT-51.voGwXdrMA==, -
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Public
Relations:
In order to build
healthy relations
with the
consumers, thecompany has
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established a
consumerdepart
ment to managethe complaints of
the end-users. Alegal department
is also dealing
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withthe legal
issues and media
war. If any newsis published in a
newspaper thatharms the
productimage, a
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persuasive
message is
published in thatnewspaper to
counter therumor.
Sponsoring Events:
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The company
goes for
sponsoring eventsin order to
heighten thecompany and
brand
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image.Mostly the
company goes for
financing suchkind of events in
which its producthas got
someroom to
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build likeness.
The company also
goes forsponsoring
fashion shows indifferent cities.
Distribution:
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LUX goes for
indirect channel
of distribution.The hierarchy of
the distributionchannel is
asfollows.Manufa
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cturerDistributor
RetailerConsumer
The distributionstrategy pursued
by the Unilever isintensive. It
means that the
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productdistributio
n is covering wide
market. There areregional
headquarters ofthe company in
all thebig cities of
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the country.
There is a
distributor ineach big city. In
order to reachremote areas,
adistributor
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engages a sub-
distributor for a
small area. Thecompany is
directly linkedwith themain
distributor and
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the sub-
distributor has no
such directcontact with the
company.Thecompany
provides the Life
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Buoy inventory to
the main
distributor that isfurther
dispatchedtoretailers and
sub-
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distributors.There
is a regional
manager ofUnilever that
employs AreaSales Manager for
a specific
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areathen comes
the Territory
Sales Officer(TSO). TSO is
directly linkedwith the
distributors to
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setand achieve
targets. The
targets vary fromarea to area and
are set on thebasis of history of
thearea sales. As
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the sales targets
depend upon the
area history ofsales; these are
usually
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41 |
P a g e
achievable. If
these targets arefacing some kind
of setback, the
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promotional
schemes based
onareas areannounced as
discussed earlier.
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P a g e
BIBLOGRAPHY:Advertising and
Promotion
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George E Belch &
Michael A
Belchwww.hul.co.in/brands/lux.asp
www.lux.comwww.wikipedia.org
"Integrated Marketing Communication" of
LUX
http://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/lux.asphttp://www.lux.com/http://www.lux.com/http://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/lux.asp -
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7 p.
6 p.
31 p.
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5 p.
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3 p.
5 p.
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42 p.
57 p.
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5 p.
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8 p.
5 p.
9 p.
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hi
04 / 07 / 2010
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