18-01-2019

Chapter 2
ROLE OF IMC IN MARKETING PROCESS

Myntra woos customers with hassle free

returns, instant refunds in its ad campaign
Myntra has kicked off a 360 degree marketing campaign to underscore
its service offerings, targeted at uninitiated shoppers across the country
with a special focus on non-metro cities and small towns.
our research shows that over 30 million sec a internet users in non-
metros do not shop online and as a market leader we have launched this
campaign to drive adoption among them. we see about 25% of our daily
acquisitions coming from this cohort and with this campaign we are
looking at acquiring half a million new customers from this target group
over the next three weeks.”
this campaign addresses these questions in a thoughtful, warm yet joyful
manner. which will hopefully get them to try myntra, because once
people try myntra, they really do love it.”
the 360 degree campaign leverages tv, digital, online and outdoor
effectively to maximise reach.

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Housing.com launches their new ad

campaign with Vicky Kaushal, Kiara
Advani

 This campaign is being launched to celebrate the

increasing participation of women in the home
buying journey and at the same time to showcase
Housing.com's Smart Search Technology that
enables users to find their dream home by
providing in-depth information in a structured
and effortless manner.

SPACES’ Rangana campaign brings alive

India’s traditional craft forms

 Home textile company Welspun India's domestic brand, SPACES recently

launched their campaign on ‘Thoughtful Living’ to complement the launch of its
new festive home linen range called Rangana. The collection is inspired by
traditional textile art forms celebrated in different states of India.
 The digital films beautifully conceptualised by Ogilvy portray the essence
of Rangana collection. From Patola to Meenakari, Phulkari to Paithani,
SPACES’ new collection celebrates India’s varied traditional artforms
 With Rangana, each weave binds authentic folk heritage and the inheritance of
the diverse art forms, bringing alive the culture, rituals, beliefs and the
essence of festivity. The traditional folk-art forms are a legacy of the craft
communities. These communities are facing challenges to survive due to
modernization and lack of awareness about traditional art forms.

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TROPICANA ESSENTIALS LAUNCHES A NEW

VARIANT TROPICANA ESSENTIALS MULTI VITAMINS

 Tropicana, the world’s number one packaged juice brand, known for its
delectable 100% juices and fruit beverages, today announced the launch of the
third variant in the portfolio, Tropicana Essentials ‘Multi Vitamins’.
 It is an expert blend of fruits – Apple, Orange and Amla juice; packed with 5
Immuno nutrients with 30% RDA of Vitamin C, B6, B12, Zinc and Selenium, that
are known to support your body’s immune function. It has no added sugar and no
preservatives too.
 #TropicanaEssentials My Iron My Way with Tropicana Essentials Iron
featuring Katrina Kaif

Pillsbury’s Diwali campaign promotes

#GiftKoPersonalBanao

 Pillsbury Diwali campaign’s objective is to bring about change in

this traditional gifting convention and showcase how
personalisation of gifts is the only way to gift this festive season.
 The film is based on the premise of rekindling relationships,
particularly those of cousins. Here, a group of cousins have lost touch
over the years and the personalised gift box acts as the enabler for
them to reconnect with each other upon reminiscing over old
memories.
 The campaign tries to establish a new age gifting alternative and
urging consumers to replace ordinary gifts with Pillsbury’s Cookie
Cake gift box to rekindle their relationships.

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Want To Focus On North India to Boost

Business: President, Forevermark

Forevermark, the diamond brand from De Beers Group, has

revived its strategy. To increase the user base, we want to focus on
the northern part of the country. South has always been our
strongest market, followed by eastern and western market

The company launched a new campaign targeting women who are

bold and confident. "The brand launched a ‘Half Carat’ campaign in
India. The two-month-long campaign will target women who are
bold, possess an attitude and are confident of the choices they make.

Marketing and Promotions

Process

 Marketing strategies influence promotion and promotion

needs to be coordinated with all areas of marketing mix.
 All Marketing mix elements need to be in sync with a
strategic program which results in an IMC program

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Marketing and
Target
Promotions Process Model
Marketin Marketing Planning Target
marketin program market
g strategy
g process development
& analysis
Opportunity Identifying Product Promotion
analysis markets decisions to final
Promotional buyer
decisions
Pricing • Advertising
decisions • Direct
Competitive Market marketing
analysis segmentation Ultimate
• Interactive consumer
marketing Internet/
Channel-of- Interactive • Consumers
• Sales
distribution promotion • Businesses
decisions
Target • Publicity
Selecting a and public
marketing Promotion
target market relations
• Personal to trade
selling

Positioning Resellers
through
marketing
strategies Purchase

MARKETING
STRATEGY
AND
ANALYSIS

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Includes

 Strategic Marketing plan: Evolves from organizations

overall corporate strategy and serves as a guide for specific
marketing programs and policies.
 Based upon situation analysis
 From the situation analysis- the firm gets an idea about
market,opportunities,competition,market segments

Opportunity Analysis

 Are areas where there are

favorable demand trends,
customer needs and demands are
unsatisfied.
 Results in current/new markets,
new products for current/new
markets
 Market-
homogenous/heterogenous. Eg
Dell ,hybrid cars

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Competitive analysis

 Done by analyzing the competition- direct/indirect

 Competitive advantage: which gives edge over the
competitiors.
 Quality ,superior customer service,lowest
prices,distribution ,product differentiation and brand
equity

Target market selection

 after opportunity analysis and competitive analysis – firm

selects one target market.
 Helps to focus marketing effort and helps in objective
setting

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Opportunity Analysis Vs
communication Task

 Are areas where there are favorable demand trends, customer needs and
demands are unsatisfied.
 ANSOFF’s Product market expansion grid -Results in current/new
markets, new products for current/new markets
 Market- homogenous Vs heterogenous.
 Market can be expansible or nonexpansible

 Each of the above affects the communication task

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ANSOFF’s Product market expansion grid

Current product New product

3. Product-
1. Market- penetration
Current development
strategy
strategy
markets

2. Market-
(Diversification
New development
Strategy)
strategy
Markets

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ANSOFF’s Product mkt expansion

grid and communication task
Market penetration
1) convert non users to users in current market e.g. paytm
2) convert competitor users to your company brand e.g. patanjali
3) increase quantity per usage occasion e.g. shampoo
4) increase frequency of usage e.g. take hair bath daily
5) increase variety of uses e.g. nestle milkmaid

Market development
1) geographical markets e.g. coke in Rural India
2) New demographic segments e.g. Cadbury and adults
3)New needs segments e.g. Cadbury and gifting

Target marketing process

Does 4 basic steps:

 Identify markets with unfulfilled needs – this isolates
consumers with similar lifestyles, needs, and wants
 Determine market segmentation – dividing a market into
distinct groups that have common needs and will respond
similarly to a marketing action.
 Select a market to target – determining how many segments to
enter, and which segments offer the most potential.
 Position through marketing strategies – the art and science of
fitting the product or service to one or more segments of the
broad market in such a way as to set it meaningful apart from
competition.

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Identifying markets

 Identifies the specific needs of group of people, selects

one or more of the segments as a target, and develops
marketing programs for each

Market segmentation

 Divide the market into distinct groups that will have

common needs and respond similarly to marketing action

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Segmentation

 Geographic segmentation divides markets by geographic locations such as nations, states,

regions, or cities.
 Demographic segmentation divides markets based on demographic variables such as gender,
age, education, race, and life stage.
 Socioeconomic segmentation divides markets based on socioeconomic variables such as
income, education, and occupation.
 Psychographic segmentation divides markets based on personality values or lifestyle. VALS is a
popular approach to lifestyle segmentation
Segmentation based on the buying situation includes:
 Behavioral segmentation divides a market into groups according to their level of involvement
with and purchase behavior toward a product or service.
 Outlet types segments a market based on the type of store where a product is sold, such as
convenience, supermarket, mass merchandiser, specialty
 Benefit segmentation divides markets on the basis of the specific benefits or outcomes
consumers want from a product or service.
 Awareness segmentation is based on the product knowledge of the consumer.
 Usage segmentation classifies customers based on their level of use of a product or service.

3 strategies

 Undifferentiated marketing ignores

segment differences and offers just one
product or service to the entire market.
 Differentiated marketing involves
marketing in a number of segments, but
developing separate marketing strategies for
each.
 Concentrated marketing involves
selecting, and trying to capture a large share
of, a single segment.

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POSITIONING

 The act of designing and projecting

a distinctive image of the
company’s offering in the minds of
the target market

 Positioning map indicates the

relative placement of brands in
consumers’ minds based on 2-3
select product characteristics.

Positioning by
Attributes/Benefits

 Based upon product feature or

benefit
 E.g. Apple

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Positioning by Price/Quality

 Based upon product price/quality

 E.g. Big bazaar

Positioning by Use/Application

 Based upon specific

use/application
 E.g. Cadburys Kuch meetha ho
jaaye

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Positioning by Product Class

 Based upon positioning against

other product category
 E.g. airplanes vs trains
 E.g. toothpaste vs toothpowder

Positioning by Product user

 Based upon positioning for a

particular group of users
 E.g. airplanes vs trains

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Positioning by Competitor

 Based upon positioning against

competitors in the same product
class
 E.g. Avis vs Hertz

Positioning by Cultural symbol

 Based upon positioning by using

cultural symbols
 E.g. Ronald McDonald, Pillsbury
doughboy

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PRODUCT

 Anything that can be offered to the  Product life cycle

market to satisfy needs & wants  Introduction
 Services  Growth
 Intangible  Maturity
 Inseparable  Decline
 Variable  Product attributes: quality, features,
 Perishable design
 Product symbolism: Sum total of  Packaging: Conceptualize, design &
product/brand experience produce product container
 Branding: Investing a product with
desired brand attributes

Bisleri Invests Rs. 1 Crore To

Speak Regional Languages

Bisleri has rolled out Phase 2 of its dual-language label campaign. Bisleri has added
Gujarati, Punjabi, Tamil, Assamese, Malayalam, Kannada, Bengali and Oriya to its
existing line-up of Telugu, Marathi, and Hindi dual-language labels that were
introduced in August. The total investment for this endeavour was around Rs. 1
crore.
Come January 2018, every Bisleri product, be it a 20-litre bubble-top or the 250ml
bottle, has a dual-language label. Bisleri has 122 bottling plants across India and all
the labels across these plants are dual-language now.

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PUSH VS. PULL STRATEGY

PUSH STRATEGY

•Stocking product
Manufa Trade/Promotional
Reseller •Cooperative ads
Consumer Product use
cturer advertising •Reseller
promotion

PULL STRATEGY

Manufa Consumer Consumer

Asks for Reseller
Stocks &
cturer advertising product supplies

PUSH VS. PULL STRATEGY

PUSH PULL

 Appropriate when:  Appropriate when:

 Low brand loyalty in category
 Brand choice made in store
 Retailer recommendations are
valued
 Product is an impulse purchase
item
 Marketers have low budget
and/or good channel relations
 High brand loyalty
 High product involvement
 Product has unique benefits or
is superior to competition
 Purchase decision is made
before going to the store

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