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Integrated Marketing Communication

Integrated Marketing

Communication

Name: Umesh Edussuriya

Student # : EDUSD81

Lecturer: Ms. Tharanga Madhavi

Unit code : Mkt 2602

Date: 15/08/2010

Table of Contents

1Umesh Edussuriya EDUSD81

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1. Introduction 3

2. IMC campaign- PEO TV 4

3. IMC campaign- Kotmale 10

4. IMC campaign- Airtel 16

5. Differences and similarities 21

6. Conclusion 22

7. References 23


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1. Introduction

Integrated marketing communications is a very important marketing strategy for organizations in

the present society. In this report you will be able to see how IMC campaigns has been launched

in three organizations which are namely SLT Peo TV (Peo Silver), Kotmale Dairy products and

Airtel Mobile. SLT Peo TV Peo Silver package is a special package they have introduced which

has over 30 channels which includes around 12 local channels and 20 international channels as

well. While Kotmale Dairy products has been a very popular household brand in Sri Lanka and

just introduced a variety of new flavours , Airtel Mobile is conquering the mobile

telecommunication market with time with their new and attractive looks, themes, packages and

other value added services.

How IMC campaigns have been launched for all three of these products will be further discussed

in depth in this report and you will be able to see and conclude on which product has used the

best IMC campaign after reading the similarities and differences of the three campaigns when it

comes to their marketing strategy such as advertising, sales promotions, direct marketing,

personal selling, etc.


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2. IMC campaign- SLT Peo TV ( Peo Silver)

Sri Lanka Telecom PLC is one of the leading telecommunication services providers in Sri Lanka.

Sri Lanka Telecom is considered to be one of the most valuable blue chip companies of the

country with an annual turnover of more than Rs 40 billion. This blue chip company is owned by

Global Telecommunication Holdings N.V. of Netherlands (44.9%), Government of Sri Lanka

(49.55%) and the general public. SLT group has a customer base of over four million including

multinational corporations, large and small corporate, retail and domestic customers. SLT

provides various services and facilities which are unmatched in scope. A fully owned subsidiary

of Sri Lanka Telecom, SLT Vision Com (Pvt) Ltd launched PEOTV in 2008, in order to

establish its operations in the rapidly growing Sri Lankan Pay Television Industry.SLT

VisionCom is the pioneer IPTV service provider in Sri Lanka. SLT VisionCom commenced

commercial operations of Internet Protocol services in 2007 after obtaining the media

broadcasting license by the Ministry Of Media.

Vision and Mission of SLT VisionCom

Vision

To be the leader in e-entertainment and e-Education Information Society in Sri Lanka

Mission

To provide our customers with the worlds best and most innovative Media Services, Products,

Technologies and Customer Support, Powered by excellent People and Solutions, we will be a

customer driven, high performance company that delivers superior, sustained shareholder value


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Internet Protocol Television (IPTV) arrived as a result in the growth of satellite service and

digital cable. Personalized Entertainment Option (PEO TV) is the latest revolutionized television

entertainment in the country that provides internet protocol TV to the home television set. IPTV

service is integrated with multimedia communication technology in order to make the customer

experience beyond the basic television experience. The customers will be able to enjoy television

services through the telephone line connected to the customer premises within a period of six

months. PEO TV has packages namely, Ranaviru pranama, PEO Silver, PEO Gold and PEO

Platinum.

PEO Silver

PEO Silver is a package which has 30+ channels(including 12 local channels and 20

international channels. It has special features such as Time-Shift TV, Channel Memorizing, Live

TV multi Audio, Video On demand and Digital quality pictures on MPEG4 format. The

connection charges is Rs. 9550/= + Govt. taxes. PEO Silver connections can be purchased from

wide branch network and franchising units of Abans / Singer outlets and Country wide SLT

Teleshops and SLT Regional Offices.

Marketing Objectives

To increase awareness of PEO Silver amongst both existing and potential customers.

To increase the number of household customers from 25,000 to 60,000.

To give the PEO TV facilities to customers all around the island.


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The Target Audience

The potential target customers of PEO silver will be the SLT fixed line customers who consist of

1.5 million. There are several basic requirements to be full filled in order to obtain a PEO Silver

Pay TV connection. Such as;

A SLT Fixed Line

An ADSL Connection

Being within the distance of 3.5 Km.

The ability to pay the connection charges of 9,950 plus Gov Taxes and monthly rentals of

Rs 799.

However according to the marketing plan of PEO TV, during the first year (2010), PEO Silver is

hoping to attract a total of 80,000 customers which includes both ADSL Users who are using

other Pay TV connections, who are known to be switchers and non users which can be targeted

as new customers.

The total estimated market for year 2010 is 160,000. However as the marketing communication

plan is for the year 2010, the total estimated target market for the year 2010 will be 80,000 new

customers out of the 160,000. SLT VisionCom will be targeting all middle income earning

households as it is identified as meaningful as per the basic requirements of obtaining PEO

Silver package and a majority of Sri Lankan households belong to the middle income earning

category. In terms of geographic segmentation areas such as Colombo, metro Colombo, and

outstation where there is coverage in Sri Lanka are targeted. Therefore SLT Vision Com will be


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adopting a mass market strategy to create a meaningful, actionable and profitable segment and to

promote the product effectively amongst the target market.

Communication objectives

Brand Awareness

To increase the level of awareness from 20% to 50% on PEO Silver amongst its target

audience (middle income earning households living in Colombo, Metro Colombo and

Outstation areas in Sri Lanka) within the year 2010.

Increase Brand Preference and acceptance

To increase the level of Preference, Interest and Acceptance for the brand PEO Silver

from 25% to 55% amongst its target market within the year 2010.

Stimulate action

To attract a total number of 20,000 PEO Silver customers within the year 2010.

Campaign Idea

As there are many competitors, to be the top of the mind brand in satellite TV and promote the

quality and the benefits of PEO Silver towards the consumers island wide advertising through all

3 languages.

How the IMC tools were used

Personal selling


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Fairs and trade shows topresent the PEO Silver package and show the benefits to the

end users and attract new customers and also incentive programs to improve sales and

retail performance.

Direct Marketing

Through Emails sent out at large to those in the Target Audience and also use of internet

blogs to communicate the benefit, service and the VAS of PEO Silver package. Also can

make customers aware of PEO Silver and better interaction through the use of Interactive

brochures.

Word of Mouth

Using satisfied customers and Opinion Leaders to spread the good news of PEO Silver

package among the target audience.

Advertising

Advertising in the prime times, such as in news hours, popular tele dramas are important

through TV and also Radio advertisements between musical programmes can be effective.

News papers, magazines, billboards, brochures are other ways of capturing customer

attention.


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Sales Promotions

Free packages, Name Boards, Seasonal Rate Reductions are also ways of customer attraction.

Public relations

Communication through Annual reports, Street Promotions, Sponsorships, Press conferences


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3. IMC campaign- KOTMALE PRODUCTS

Kotmale dairy products which have long been a household name in Sri Lanka is making

available a new variety of exciting flavours and brand new packaging aimed at enticing the

consumer.This would thus further strengthening their market share and their position as the

company with the largest locally manufactured dairy product portfolio in the country.

The statement said the Kotmale story began in basic cattle farms in the central highlands and

northern dry zone where simple and poor farm folk, tend and care for their cattle. The cattle in

turn provide the villagers with milk, which the farmers extract taking great care to ensure that it

is collected with minimum disturbance or discomfort to the animal, as it is the farmer families

livelihood. The collected milk is then transported to the nearest collection centre in hygienic

sealed urns and transferred to specialised chilled storage tanks, purpose built for holding milk

before processing. From the centre, the milk makes its way to the factories at which they are

processed to eliminate and destroy any possible harmful bacteria which may be present to ensure

the safety of the final product, which is then ready to become the principal ingredient in many of

the most delightful and nutritious food items which have become a part of peoples daily diet.


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Many Sri Lankans start their day with maybe one or more Kotmale products which constitute

their breakfast and starting there, these products cross the paths of the Sri Lankan consumer

many times a day without them even realizing this fact. The reason being that Kotmale has the

largest dairy product portfolio, of any dairy product manufacturing company in Sri Lanka. Their

product portfolio currently boasts of fresh liquid milk (either pasteurized to eliminate harmful

bacteria or Ultra Heat Treated for long life), cheese, yoghurt, ice cream, full cream milk powder,

fresh cream and even ghee. Within each of these product categories exists a vivid variety, which

caters to the need of every consumer and is capable of capturing the imagination of even the

most selective child who considers them selves to be a connoisseur of milk based treats.

Today, kotmale is the third largest fresh milk collector in the country, purchasing over 12 million

litres of milk annually with the most of it sourced directly from more than 8000 farmers across

the central region of the country.

Vision and mission

Vision: - To be the leading producer of food and beverage products for the local and

international market.

Mission:- Providing the nation with quality and affordable food and beverage products using

state of the art technology and local expertise, continuously seeking opportunities for growth and

creating an environment that develops, motivates and rewards all employees whilst providing

consistent returns to all stakeholders.

Products


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UHT Milk & pasteurized Milk

One of the largest producers of both pasteurized and UHT milk in the country, kotmale now

enjoys market leadership in the category. Available in plain and flavoured variants.

Cheese

Producing some of the finest cheeses, remain incomparable to any other producers range

available in the market today. Supplying to both the reatil and hospitality sectors, the kotmale

cheese board includes swiss, plain and spiced balls, plain and spiced processed and cheese

spread, as well as an expansive range of spiced cheeses.

Fresh cream

The largest producer of fresh cream is the purest form of pure fresh milk and is sought after by

housewives and the hospitality industry alike for use as whipped cream in desserts, toppings and

exotic recipes.

Ice cream

Multiple flavours collated in a diverse range of 100% dairy ice cream, Kotmales rich and

creamy ice cream encompossess the natural goodness of pure fresh milk. Manufactured to an

international recipe, the staple flovours of vanilla, chocolate, strawberry and mango present the

rich and creamy flavour of farm fresh milk, while the fresh fruit into the ice cream which is

unique.

Yoghurt


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Packaged distinctively in square cups and containers for customer attraction in a dual range of

set yoghurt and non- fat yoghurt is expertly contained within the product. Produced with pure

fresh milk into which special cultures are added to give it the uniqueness that makes it a kotmale

product.

Curd

Kotmale is abundant with rich dairy goodness. It is manufactured using home growing fresh

milk. The product has earned a name for its quality, amongst the reputed chefs in Sri lanka.

Marketing objectives

To be the leading producer of dairy products by the year 2011 in Sri Lanka.

To give further penetration into the tourism industry, which has seen an unprecedented

fillip since the end of the war in May 2009.

To further empower the companys most valued business partners and the farmers.

network.

To distribute Kotmale Products Island wide so the consumers can buy Kotmale products

when ever they need.

To be the largest fresh milk collector in the country.

The Target audience


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Kotmale produces different variety of products. So basically it targets all most every kind of

people. Not only the children and the young generation can experience the taste of the milk

products, also the elderly generation has the option experiencing the pasteurized milk which they

normally prefer more due to health awareness. Same scenario is in the yoghurt product where the

elderly people have the option of having the non- fat yoghurt and the others the set yoghurt. Ice

cream is mainly targeted for the children and the younger generation while the fresh cream

product is mainly targeted to the house wives.


Promote the quality, freshness, creaminess and value for the money towards consumers.

Make awareness of all the brands Kotmale has since mostly people are aware about

Kotmale UHT Milk.

To establish Kotmale as a trusted and a high quality dairy product in the consumer mind.

To be the Top of the Mind brand in dairy products in 2011.

Campaign idea

To be the top of the mind brand in dairy products and promote the quality and the standards of

Kotmale towards the consumers island wide advertising through all 3 languages.


Personal selling


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Providing samples and also new products such as new flavours to customers by going to main

cities/towns to promote the quality, freshness, creaminess and value for the money towards

consumers.

Advertising

Advertising through TV, Radio, Billboards, banners, brochures, etc to make awareness of all the

brands Kotmale has since mostly people are aware about Kotmale UHT Milk and to establish

Kotmale as a trusted and a high quality dairy product in the consumer mind.

Sponsorships

Sponsoring school events and specially sports events as Kotmale is a dairy product to capture the

younger generations alertness.

Sales promotions

Give buy one get one free or special discount rate specially in season days to get the consumer

attraction.


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4. IMC Campaign- Airtel Mobile

Airtel the famous brand of Bharti Tele-Ventures was launched on 07/07/1995 as a Public

limited mobile-service provider in Delhi and Himachal Pradesh. Sustained as the 1 st private

sector to launch national/international long-distance services they entitled them to US$ 1bn

revenue club. Installation of the next-generation-cable system in 01/02 connected India with

South East-Aisa/Middle-East/Europe.

Bharti Tele-ventures was renamed as Bharti Airtel Limited in 2006 and currently stands as the

leading mobile service provider in India, with headquarters in New Delhi, serving in all 23

licesend telecom-cicles covering 420,000 towns/villages with 15 subsidairy companies.

Airtel has a holistic approach to link its Employees-base of approximately 30,000.They have

several long-term HR strategies to attract/retain/get the best talent. Airtel currently has adopted

the latest technologies/infrastructures to provide faster and quality service. CSR

programme/ethics and corporate-governance has ensured highest standards.


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Capabilities have lead Airtel to launch its operations in SL. Company will adopt core-values of

the mother company with a twist of SL taste. They have invested $100M in SL and planning to

invest $200M over the next 5 years.

Vision and mission of Airtel Mobile

Vision

To become the most globally admired telecom service.

Mission

By end of 2010 Airtel to be the most admired brand.

Marketing objectives

Loved by more customers.

Targeted by top talent

Benchmarked by more businesses

Target Audience

SL has a mature mobile-market with 4 competitors. Expectations of the market are high. Tough

competition will appeal. Since SL is a small country nich-marketing is non-profitability.

Therefore Airtel target a mass market of both urban/rural population ages 15/above to create a

meaningful and actionable segment.

Initially younger generation between the ages of 15- 25 from urban areas is identified as a main

target due to the high-usage trends and willingness to experience. Molding minds of this growing


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segment to Accept Airtel will influence other customers to purchase. Although Couple-packages

are been given, Airtel expects to attract this target by providing innovative Rollercoaster package

(includes features for university/working crowed etc) will provide non-blocked/low-rates with

special features. Airtel wont forget to serve the needs of the rest of the potential customers.

Initially a Normal package will be offered under Simple Plan where the basic facilities will be

provided with extremely impressive low rates.


Ability to identify (recognize and recall) the brand within the category: with sufficient details to

make a purchase (Marketing management, p.542). While recall identifies the Airtel brand

outside; recognizing identifies the Airtel brand inside a shop among several brands. Brand

Awareness is therefore a main communication objective to reach the ultimate objective of Airtel.

Create 90% awareness level among the Age 15 and above urban and rural population of SL

within the time frame of 01/11/08 to 01/03/09

Brand Preference and Acceptance

Brand preference is The deliberate decision to choose one brand over another Once a brand is

being preferred its a matter of push towards accepting it. Airtel hopes to promote this


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communication objective by affordability, availability and simple plan, which will solve cost

issues of young users and force targets to accept Airtel in a turbulent economy.

Create 65% Brand Preference and 40% Brand Acceptance among the Age 15 and above urban

and rural population of SL within the year 2010.

Brand Loyalty

This is yet an important area towards building strong brand equity.

Its the extent to which consumers buy or use a brand in preference to other brands. Its not

the same as brand loyalty. Airtel expects to address this matter by enforcing brand trust,

consumer satisfaction and level of commitment. By addressing these factors Airtel expects to

have a reduced leaving customer rate.

Maintain customer leaving rate maximum at 0.25% from the total Airtel market size during the

year 2010.

By achieving this theyll reduce marketing-costs, Have time to respond to competitive threats

and attract new customers.

Brand Switchers from competitors

Airtel plans to obtain market switchers of 3,500,000 within 5 years from its competitors.

Therefore to reach this target through communication Airtel expects to Obtain 5% of the total

expected switchers from other competitors within the year 2010.

Campaign Idea


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As there are many competitors, to be the top of the mind brand in mobile telecommunication

sector and promote the quality and the benefits of Airtel towards the consumers island wide

advertising through all 3 languages.


Advertising

Advertising in the prime times, such as in news hours, popular tele dramas are important through

TV and also Radio advertisements between musical programmes can be effective. News papers,

magazines, billboards, brochures are other ways of capturing customer attention. Billboards and

posters will be put up with regarding to the amount of population in each province. Full

page/half page advertisements will be published in right-hand side in pg 5/9 to grab attention in

following news papers which will cover 90% of the total population.

Word of Mouth

Airtels going to offer lowest-value packages for a limited amount. Options selection

between monetary incentives/product promotion packages will be given. This will help

obtain an additional market by trail buying customers.

Personal selling

This perfect solution will reach retailers/create an Impact that Airtel gives preferences to select

best shops for their network/targeted message can be conveyed more structurally/Interactivity

between Airtel will be increase and therefore relationship (cultivate) will be built with these

retailers.

Publicity and public relations


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A variety of programmes designed to promote and protect a companys image and its

products, by high-credibility/ability to catch buyers off-guard. This will cover gaps

between the companys point-of-view and media-coverage. This can create/maintain

corporate-identity/Improve Companys-reputation/build relationships with media etc. Its a

cost-effective tool which has message flexibility and useful for crisis management.

5. Similarities and differences between these IMC campaigns

Similarities

All these IMC campaigns aim is to spread island wide.

All these IMC campaigns aim is to advertise in basic ways such as TV, Radio and other

simple methods where the customers can get the information easily.

All these 3 products vision is to be the top of the mind brand within the coming years.

All 3 products have a similar number of competitors.

Differences

Even though PEO Silver and Airtel seek for word of mouth promotions Kotmale is not

interested.


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Eventhough Kotmale and Airtel is interested in the international market, PEO Tv is only

concerned about the Sri Lankan market.

6. Conclusion

According to my opinion the best promotion campaign is PEO TV (PEO Silver) Product

because their Vision and Mission is simple which is more achievable than the other 2

products which are Kotmale and Airtel. And their target audience is specified because theycan give PEO Silver connections only to the customers who have SLT connections and

ADSL connections which is much approachable and also they have a specific target of

increasing 25000- 60000 house holds in 1 year. Also as its main IMC tool is personal

selling, its simple and customers can understand easily what the product benefits are.


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7. References

Sri Lanka Telecom, (2009), About SLT. [Online] Available from:

http://www.slt.lk/data/aboutslt/aboutslt.htm. [Accessed: 15th January, 2010]

PEO TV, (2008). The Best Way to Watch TV. [Online] Available from:

http://www.peotv.com/index.php. [Accessed: 15th January, 2010]

PEO TV News Blog, (2009). Personalized Entertainment Option. [Online] Available from:

http://peotvnews.blogspot.com/. [Accessed: 12th February, 2010]

Kotmale annual report 2009/10

Airtel annual report 2009/10

www.airtel.lk

http://www.slt.lk/data/aboutslt/aboutslt.htmhttp://www.peotv.com/index.phphttp://peotvnews.blogspot.com/http://peotvnews.blogspot.com/http://www.airtel.lk/http://www.slt.lk/data/aboutslt/aboutslt.htmhttp://www.peotv.com/index.phphttp://peotvnews.blogspot.com/http://www.airtel.lk/

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http://sundaytimes.lk/070513/FinancialTimes/ft309.html

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