IMC for Brand Management

Today’s topics

• Integrated Marketing Communications for Brand Equity Building• Information Processing Model of Communications• Integrated Marketing Communication Programs

Role of Marketing Communications

• Inform, Persuade and Remind• Voice of the Brand• Biggest evidence of the brand after the product itself• Ability to elicit “differential response” for the brand

1. Current Brand

Knowledge

2. Desired Brand

Knowledge3. Communication

• What is your current Brand Knowledge?

• Have you created a detailed mental map?

• How does the comm. option help the brand get from current to desired knowledge with consumers?

• What is your desired brand knowledge?

• Have you defined optimum POD, POP and brand values?

Information Processing Model

Six Steps of William McGuire on desired effect of communication

• Exposure – seeing or hearing

• Attention – noticing

• Comprehension – understand the message

• Yielding – Favorable response

• Intentions – Desire to act

• Behavior – Actual action

Pitfalls

• Media plan failure to reach audience

• Boring creative

• Lack of category knowledge

• False claims

• Lack of immediate perceived need

• Failure to recall

Information Processing Model - Desirables

• Right consumer exposed to right message at right place and time

• Creative strategy causes the person to notice the ad without distracting him from the central message

• The ad addresses consumers understanding of brand and product

• Delivery towards POD and POP• The ad persuades the customer to purchase• The ad gives instant recall to customer at point of

purchase

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer promotions• Event sponsorships• Concept of Activations• Digital Media• Personal Selling

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media• Personal Selling

• Broadcast – TV, Radio, Cable• Print – Magazine, Newspaper, Journals• Cinema / Dramas• Out-of-home (calcium sandoz)• Events sponsorship• Digital – Internet and Mobile

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Credibility• Being “newsy”• Press releases• Thought leadership• Maverick companies and PR Case – Vanguard Funds

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Toll free numbers• Response coupon mailers• Tele-calls• Permission based marketing

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Shelf talkers• Aisle Markers• Shopping Card ads• In-store radio / tv (Jumbo king)

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Trade promos• Deals and buying allowances• PoP allowances• Incentives/ contests• Training• Trade Shows• Cooperative advertising

• Consumer promos• samples • Discounts• Bonus packs• Rebates…e.t.c.

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Sports• Arts• Entertainment• Fairs and Festivals• Cause Related

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Local Area Marketing• Engaging vs. Intruding• Intended to bring about change in behaviour• Uses local media to promote an activity related to the brand

Promotion mix

• Advertising • Public Relations• Direct Marketing• Point of purchase advertising• Trade and consumer

promotions• Event sponsorships• Concept of Activations• Digital Media

• Internet• Banners – CPC and CPM• Search – Sponsored and

organic• Custom Sites• Gaming (eg Second life)• Social Media and Blogs

• Mobile• Sms and value added serv.• Content• Blue-casting• Rich content

Characteristic of each medium

• Television?– Audio + video

– High reach and impact …. More

• Newspapers?• Magazines?• Direct Response?• Outdoors?

Can only one medium, say TV serve our purpose??

Flashback

Doordarshan, Humlog, Ramayan, Chitrahaar,

Sunday movies, He-man, Spiderman, Samachaar

AIR, Vividhbharati, Cibaca Geetmala,

Bournvita Quiz contest

Today…..

Need for integrated media

• Media usage is far more fragmented• Urban populace is spending more time out-of-home• Customers are well informed. Information travels fast• The retail marketplace is getting organized• Technology is becoming more and more user friendly• Internet and Mobile show promising prospects

Case Study – Women Horlicks

• Brand Challenge – The change needed• The new Target audience – Working Woman• TV commercial with Konkona Sen• Website – Indianwomenshealth.com• Events sponsorship – Woman’s day event – Yami• “Micronutrients recommended by WHO”• “no added sugar. Less fat”• Doctor’s contact programme

Integrated Media mix

Public Relations

Internet Presence

Television and Print

Audience

Matching communication options

• Coverage – proportion of Audience reached• Contribution – ability to create desired response• Commonality – consistency across media• Complementarity• Versatility• Cost

Guidelines for Integrated Communications

Be• Analytical – consumer behavior• Curious – understand whats of

value to customers• Single – minded• Integrative – consistency in

message• Creative• Observant – keep track• Patient – long- term• Realistic