Integrated Marketing Communications

Sessions 1-2

Introduction to IMC

Dr. Bhimrao Ghodeswar

Visiting Professor of Marketing
 Learning objectives
1. To introduce the concept of integrated marketing
communications (IMC)
2. To introduce the various elements and their role in
the communications mix.
3. To recognize the role of IMC at different stages of
PLC.
4. To be familiar with the current trends in Indian
Advertising industry
 The Modern World of Marketing
• Rapidly changing media environment
• Mass media losing viewers, readers, listeners
• Emergence of new media/marketing channels
(Internet ads, Social media, Mobile marketing)
• Digital media targets narrow audience
• Consumers not content to be passive message
recipients
• Information now obtained from a myriad of sources
Advtg
 Mahindra & Mahindra's ‘Live Young Live Free’ ad campaign
• Features all Mahindra’s SUVs from KUV100 to TUV300, XUV500,
Bolero and Scorpio
• Aims to embody the emotions of freedom and adventure
• Tagline, 'Live Young Live Free'
Mahindra Live Young, Live Free
 Facebook Twitter

Mahindra’s Twitter page Google Plus

And, You Tube Videos

Mahindra Dealership : In-store display
 Mahindra Strategy

Traditional Social Media

Mass
Media

Integrated
Marketing
Strategy
Sports
Point-of-Sale Sponsorships
Kits
 Defining IMC
American Association of Advtg Agencies:
A concept of Marketing communications planning that recognizes the
added value of a comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines (e.g. General advtg, direct
response, sales promotion, and public relations – and combines
these disciplines to provide clarity, consistency, and maximum
communications impact.

Don Schultz of Northwestern University:

IMC is a strategic business process used to plan, develop, execute, and
evaluate coordinated, measurable, persuasive brand
communications programme over time with consumers, customers,
prospects, employees, associates, and other targeted relevant external
and internal audiences.
 The Promotional Mix

Interactive/
Interactive/
Direct
Direct
Advertising
Advertising Internet
Internet
Marketing
Marketing Marketing
Marketing

Publicity/
Publicity/
Sales
Sales Personal
Personal
Public
Public
Promotion
Promotion Selling
Selling
Relations
Relations
 Advertising

Paid, nonpersonal communication

• About an organization, product, service, or idea
• With an identified sponsor
• No immediate feedback from audience
Mass media
• TV
• Radio
• Magazines
• Newspapers
Benefits
• Cost effective
• Large audiences
 Forms of Direct Marketing

Direct
Direct
Direct Mail
Direct Mail Catalogs
Catalogs ResponseAds
Response Ads

Telemarketing
Telemarketing Direct Selling
Direct Selling

Database
Database Shopping
Shopping Internet
Internet
Management
Management Channels
Channels Sales
Sales
 Interactive Marketing
Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones,
• Other mobile devices

Internet activities
• Advertise products and services
• Link ads & websites to search engines
• Offer coupons, contests, sweepstakes
• Conduct direct marketing
• Conduct public relations activities
• Measure advertising and promotions
 Sales Promotion
Marketing activities that provide
extra value or incentives to the…

Sales Ultimate
Force Consumer
Retailers

Consumer-oriented Promotion:
Couponing, sampling, premiums, rebates, contests, sweepstakes,
POP materials

Trade-oriented Promotion (Wholesalers, distributors, retailers):

Promotional/merchandising allowances, price deals, sales contests,
trade shows
 Publicity
• Not directly paid for or run under identified sponsor
• A news story, editorial, or announcement to a mass
audience
• High credibility and low cost
• Not always under company control
 Public Relations
• Establish and maintain a positive image of the company
among various publics
• Evaluates public attitudes
• Identifies items of public interest
• Executes a program of action to earn public understanding
and acceptance
• Uses publicity and other tools
 Special publications
 Community activities
 Fund-raising events
 Sponsorships
 Public affairs activities
 Personal Selling

Person-to-person communication
• A seller attempts to assist and/or
persuade prospective buyers to
make a purchase or act on an
idea
 Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Mass
Point of media
purchase advertising
Public
relations
Publicity

Interactive
marketing Direct
Special
marketing
events
 Consideration factors for getting the right mix
Factors influencing the decision making process
Type of product market
• Mix allocations vary between consumer and business markets
• More emphasis on personal selling in business markets
Buyer readiness stage
• Communications tools vary in cost effectiveness at different
stages of buyer readiness
• 5 stages (awareness, comprehension, conviction, order and
reorder)
Product life cycle stage
• Relationship between product sales and the four life cycle stages
• 4 stages
Advertising at different stages of the PLC in the
context of branding
 Role of IMC in different stages of PLC
Stage of Introduction Growth Maturity Decline
PLC
Key feature Competitive Entry of Consumers Competitive
companies use competitors, tend to companies are
outdated emergence of purchase using new
technology new segments. routine basis technologies
Brand To inform its To differentiate To strengthen To hold loyal
strategy consumers about its brands, to & differentiate customers, find
the brand equity choose target the brand new applns of
mkt segment position its branded
pdt(s).
IMC To inform about To build brand To build brand To maintain
objectives the new brand preference loyalty brand trust
IMC Primarily PR/ Advertising/ SP, special Personal
element(s) combination of combination of events, advtg. selling, SP
PR & SP, advtg & SP.
publicity, advtg
 Indian Media and Entertainment Industry
(September, 2018)
• Indian media and entertainment (M&E) industry grew at a CAGR of
18.55 per cent from 2011-2017
• Expected to grow at a CAGR of 13.9 per cent to touch US$ 37.55
billion by 2021 from US$ 22.75 billion in 2017.
• The next 5 years will see digital technologies increase their
influence across the industry leading to a sea change in consumer
behaviour across all segments
• The entertainment industry is projected to be more than US$ 62.2
billion by FY25

Source: www.ibef.org
 Summary
• Evolution of marketing communications
• Emergence of New media
• Elements of IMC Mix
• Role of IMC in different stages of PLC
• Current media industry trends
Thank you
 ‘Share a Coke’ Campaign

Share a Coke campaign on bus Share a Coke Campaign - facebook

Share a Coke Campaign - facebook Share a coke with family campaign

 Results of Coca Cola ‘Share A Coke’ Campaign:

Enlisted below are the findings from Share a Coke campaign

analysis:
• The ratio to young to adult consumption of Coca-Cola was up by
7%.
• The campaign earned around 18.3 Lakhs media impressions
• The Facebook website saw a traffic increased by 870% while the
Facebook page, on the other hand, grew by 39% in terms of
fans.
• Around 76,000 virtual Coke cans were shared online
• A total of 378,000 custom Coke cans were printed across the
country.
• The campaign created a positive image of the Coca-Cola as a
brand
Thank you