The document discusses integrated marketing communications (IMC) and the marketing strategy used for the movie 3 Idiots. Some key aspects covered include:
1) The marketing strategy for 3 Idiots included a "discover India" tour by Aamir Khan, creating a Twitter account to generate buzz, and associations with corporate partners.
2) IMC aims to integrate all promotional tools (e.g. advertising, PR, sales promotion) so they work cohesively to communicate brand messages across channels.
3) Developing effective marketing communications involves identifying the target market, determining communication objectives, designing coherent and consistent messages, and setting an appropriate promotion budget.
The document discusses integrated marketing communications (IMC) and the marketing strategy used for the movie 3 Idiots. Some key aspects covered include:
1) The marketing strategy for 3 Idiots included a "discover India" tour by Aamir Khan, creating a Twitter account to generate buzz, and associations with corporate partners.
2) IMC aims to integrate all promotional tools (e.g. advertising, PR, sales promotion) so they work cohesively to communicate brand messages across channels.
3) Developing effective marketing communications involves identifying the target market, determining communication objectives, designing coherent and consistent messages, and setting an appropriate promotion budget.
The document discusses integrated marketing communications (IMC) and the marketing strategy used for the movie 3 Idiots. Some key aspects covered include:
1) The marketing strategy for 3 Idiots included a "discover India" tour by Aamir Khan, creating a Twitter account to generate buzz, and associations with corporate partners.
2) IMC aims to integrate all promotional tools (e.g. advertising, PR, sales promotion) so they work cohesively to communicate brand messages across channels.
3) Developing effective marketing communications involves identifying the target market, determining communication objectives, designing coherent and consistent messages, and setting an appropriate promotion budget.
The document discusses integrated marketing communications (IMC) and the marketing strategy used for the movie 3 Idiots. Some key aspects covered include:
1) The marketing strategy for 3 Idiots included a "discover India" tour by Aamir Khan, creating a Twitter account to generate buzz, and associations with corporate partners.
2) IMC aims to integrate all promotional tools (e.g. advertising, PR, sales promotion) so they work cohesively to communicate brand messages across channels.
3) Developing effective marketing communications involves identifying the target market, determining communication objectives, designing coherent and consistent messages, and setting an appropriate promotion budget.
(IMC) MARKETING STRATEGY OF 3 IDIOTS • A discover India tour in which Aamir Khan travelled to different parts of the country in a disguised manner and gave away prizes to anyone who recognize him. All these actions were recorded and telecasted with utmost importance which helped in creating an initial buzz. • Creating a twitter account by the name ‘Pucca Idiot’ contributed to a large extent in creating a buzz for the movie. • Association with corporate giants like Reliance ADAG and gaming portal Zapak.com. Reliance Capital even launched ‘All Is Well Life Insurance Plans’, which was the movie punch line. Zapak started a gaming website idiotsacademy.zapak.com prior to the release of the movie. • Sale of Merchandise: Aamir Khan has even designed a range of 3 Idiots T-shirts which was marketed by Pantaloons. MARKETING STRATEGY OF 3 IDIOTS • Then the movie production houses and stars incorporated Internet marketing by using video clippings, video distribution for multiple site sharing and video streaming. • This comprised of music, news, comedy, movie ads, promos or trailers, television programs like reality show, sports trailers etc. This provided e-marketers potential for online branding, improving interaction and public relations, branding of products etc. • Promo’s, Trailers, Songs, interviews, Games, “making of the movie”, reviews, previews and news, all formed a prominent part of the promotion and marketing strategies adopted by film makers. • Movie trailers had made their way to movie teasers that gave little info about the movie and created a huge amount of buzz amongst the audience about the movie. Integrated Marketing Communications
Discussion Topics • The Promotion Mix • Integrated Marketing Communications (IMC) • A View of the Communications Process • Steps in Developing Effective Marketing Communication • Setting the Total Promotion Budget and Mix • Socially Responsible Marketing Communication The Promotion Mix
• The promotion mix is the specific blend of
advertising, public relations, sales promotion, personal selling, and direct- marketing tools that the company uses to persuasively communicate customer value and build customer relationships The Promotion Mix Major Promotion Tools The Promotion Mix Major Promotion Tools
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by an identified sponsor • Broadcast (audio/video) • Print (newspapers/magazines) • Network media (telephone, cable, wireless) • Electronic media (CD,DVD, Blu-Ray, Web page • Outdoor (billboards, signs, posters) The Promotion Mix Major Promotion Tools
Sales Promotion is the short-term incentives to
encourage the purchase or sale of a product or service • Consumer promotions (Discounts, Coupons) • Trade promotions (display allowance) • Business and sales force promotions (contest for sales executives) The Promotion Mix Major Promotion Tools
Public Relations involves building good relations
with the company’s various publics (internally to employees, externally to customers, other firms, the government, and media) by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events • Press releases • Sponsorships • Special events • Web pages The Promotion Mix Major Promotion Tools
Personal Selling is the personal presentation
by the firm’s sales force for the purpose of making sales and building customer relationships • Sales presentations • Trade shows • Incentive programs The Promotion Mix Major Promotion Tools Direct Marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone/mobile phone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers • Catalog • Telemarketing • Internet • Kiosks Integrated Marketing Communications The New Marketing Communications Landscape
• Consumers are better
informed • More communication • Less mass marketing (shift from broadcasting to narrowcasting) • Changing communications technology Integrated Marketing Communications The concept of IMC
• At its most basic level, Integrated Marketing
Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony • It ensures that all forms of communications and messages are carefully linked together • IMC is an approach to creating a unified and seamless brand experience for consumers across channels Integrated Marketing Communications The IMC Synergy
• IMC is the coordination of the promotional mix
elements (Advertising, PR, Sales Promotion, Personal Selling, Direct Marketing and Online marketing/Social media) with each other and with the other elements of the brands’ marketing mix (product, place, price) such that all elements speak with one voice. • There is a synergistic effect of using multiple well coordinated marcom tools Integrated Marketing Communications The IMC Synergy Integrated Marketing Communications
The Need for IMC
Integrated marketing communications is the
integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
IMC calls for recognizing all contact points where
the customer may encounter the company and its brands. These contact points are called brand contact. Integrated Marketing Communications
The Characteristics of IMC
• The characteristics of integrated marketing communications have been summarised by Pickton and Broderick as the 4 Cs of: – Coherence – different communications are logically connected. – Consistency – multiple messages support and reinforce, and are not contradictory. – Continuity – communications are connected and consistent through time. – Complementary – synergistic, or the sum of the parts is greater than the whole! Integrated Marketing Communications
The Characteristics of IMC
A View of the Communication Process The Communication Process Marketing Communication (Marcom) Process
Identify the target audience
Determine the communication
objectives
Design the message
Setting the Promotion Budget
Choose the media & Select the
message source Steps in Developing Effective Marketing Communication (Marcom) Identifying the Target market
What will How it will
be said be said
When it Where it will be said will be said
Who will say it Steps in Developing Effective Marketing Communication (Marcom) Determining the Communication Objectives
• Marketers seek a purchase response that results
from a consumer decision-making process that includes the stages of buyer readiness Hierarchy-of-effects Model Steps in Developing Effective Marketing Communication (Marcom) Designing a Message
AIDA Model
• Get Attention • Hold Interest • Arouse Desire • Obtain Action 4 Classic Response Hierarchy Models Steps in Developing Effective Marketing Communication (Marcom) Designing a Message Message content is an appeal or theme that will produce the desired response • Rational appeal • Emotional appeal • Moral appeal Message structure • Does the advertiser draw a conclusion or leave it to the audience. Do they present the strongest arguments first or last? Is the message one sided (strengths only) or two-sided? Message Format • What will be the color, the text, the copy, the images? Steps in Developing Effective Marketing Communication (Marcom) Designing a Message
Rational appeal relates to the audience’s self-
interest Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase Moral appeal is directed at the audience’s sense of right and proper Positive and negative appeals – Fear / Guilt / Shame / Humor / Love / Pride / Joy Steps in Developing Effective Marketing Communication (Marcom) Setting the Total Promotion Budget
Affordable budget method sets the budget at an affordable level • Ignores the effects of promotion on sales Steps in Developing Effective Marketing Communication (Marcom) Setting the Total Promotion Budget
Percentage of sales method sets the budget at a
certain percentage of current or forecasted sales or unit sales price • Easy to use and helps management think about the relationship between promotion, selling price, and profit per unit • Wrongly views sales as the cause rather than the result of promotion Steps in Developing Effective Marketing Communication (Marcom) Setting the Total Promotion Budget
Competitive-parity method sets the budget to
match competitor outlays • Represents industry standards • Avoids promotion wars Steps in Developing Effective Marketing Communication (Marcom) Setting the Total Promotion Budget
Objective-and-task method sets the budget based
on what the firm wants to accomplish with promotion and includes: • Defining promotion objectives • Determining tasks to achieve the objectives • Estimating costs Steps in Developing Effective Marketing Communication (Marcom) Choosing Media Personal communication involves two or more people communicating directly with each other • Face to face • Phone • Mail • E-mail • Internet chat Steps in Developing Effective Marketing Communication (Marcom) Choosing Media
Personal communication is effective because it
allows personal addressing and feedback
Control of personal communication
• Company • Independent experts • Word of mouth Steps in Developing Effective Marketing Communication (Marcom)
Choosing Media: Personal Communication
Opinion leaders are people within a reference
group who, because of their special skills, knowledge, personality, or other characteristics; exerts social influence on others Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities Steps in Developing Effective Marketing Communication (Marcom) Choosing Media: Non-Personal Communication Channels
Non-personal communication is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly Steps in Developing Effective Marketing Communication (Marcom) Choosing Media: Non-Personal Communication Channels
Major media include print, broadcast,
display, and online media Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product Steps in Developing Effective Marketing Communication (Marcom) Choosing Media: Non-Personal Communication Channels Events are staged occurrences that communicate messages to target audiences • Press conferences • Grand openings/inaugurations/launchs • Sports • Entertainment • Festivals • Exhibitions • Public tours Steps in Developing Effective Marketing Communication (Marcom) Selecting the Message Source
The message’s impact on the target audience
is affected by how the audience views the communicator • Celebrities – Athletes – Entertainers • Professionals – Health care providers Steps in Developing Effective Marketing Communication (Marcom) Collecting Feedback
Involves the communicator understanding
the effect on the target audience by measuring behavior resulting from the behavior Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
• Advertising reaches Advertising channels
masses of • Print and broadcast ads geographically • Packaging inserts dispersed buyers at • Motion pictures a low cost per • Brochures and booklets exposure, and it • Posters • Billboards enables the seller to • POP displays repeat a message • Logos many times • CDs Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
Personal selling is the most Personal Selling
effective method at • Sales presentations certain stages of the • Sales meetings buying process, particularly in building • Incentive programs buyers’ preferences, • Samples convictions, actions, and • Fairs and trade shows developing customer relationships Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
Sales promotion includes
coupons, contests, Sales Promotion • Contests, games, sweepstakes Rupees-off deals, and • Premiums premiums that attract • Sampling consumer attention and • Trade shows, exhibits offer strong incentives • Coupons to purchase, and can be • Rebates used to dramatize • Entertainment product offers and to • Continuity programs boost sagging sales Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
Public Relations Public relations is a very • Press kits believable form of • Speeches promotion that • Seminars • Annual reports includes news stories, • CSR activities features, • Publications sponsorships, and • Community relations events • Lobbying • Identity media • Company magazine Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
Direct marketing is a non- Direct Marketing
public, immediate, • Catalogs customized, and • Mailings interactive • Telemarketing • Electronic shopping promotional tool that • TV shopping includes direct mail, • E-mail catalogs, • Voice mail telemarketing, and • Blogs online marketing • Websites Setting the Total Promotion Budget and Mix
Promotion Mix Strategies
The Integrated Marketing Communication Mix
Organisational Approach • Organisational Profile strategy of IMC – Targets all relevant stakeholders – Focuses on the organisation – Is all about building reputation • The most important consideration in the implementation of IMC is that of customer focus – This needs to be recognised organisation-wide and may require training, support and planning – Systems, processes, procedures and structures may need to be adapted or changed The Integrated Marketing Communication Mix
Barriers in Integration • Power, Co-ordination and Control • Organisation and cultural issues, client skills • Agency skills/talent and overall time/resource issues • Flexibility/modification issues • Financial structures and frameworks & time to deliver RoI • Opposition and reluctance to change • Technological barriers • Perceived complexity of planning, coordination and control The Integrated Marketing Communication Mix
Value Addition through IMC
• Integrating the various tools can lead to value addition and synergies in a number of ways : – The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising – In-store or point-of-sale communications that are consistent with advertising are more effective – A promotional campaign that is supported by advertising is generally more successful – Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign – Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building – Websites will be more frequently visited when announced in mass media advertising – Advertising for a trade show will be more effective if an incentive is to visit the stand is offered Ethics and Marketing Communication (Marcom) • Communicate openly and honestly with consumers and resellers • Avoid deceptive or false advertising • Avoid bait-and-switch advertising • Conform to all country, state, and local regulations • Follow rules of “fair competition” • Do not offer bribes • Do not attempt to obtain competitors’ trade secrets • Do not disparage competitors or their products
