6/11/2012

IMC AND NOT 360 IS THE WAY FORWARD FOR MARKETING COMPANIES.

Submitted To: Sir Ejaz wasay Submitted By: Fareeha Saquib (7773) MBA (ACM)

IMC AND NOT 360 IS THE WAY FORWARD FOR MARKETING COMPANIES.

Table of Contents
INTRODUCTION .......................................................................................................................... 3 LITERATURE REVIEW ............................................................................................................... 5 INTEGRATED MARKETING COMMUNICATION .............................................................. 5 360 CAMPAIGN: ..................................................................................................................... 6 HYPOTHESIS ................................................................................................................................ 8 BRANDS USING IMC................................................................................................................... 8 JETBLUE .................................................................................................................................... 8 BMW......................................................................................................................................... 10 BRANDS USING 360 ................................................................................................................ 10 TIC TAC ................................................................................................................................... 10 AMARA RAJA BATTERIES .................................................................................................. 11 CONCLUSION ............................................................................................................................. 13 Conclusion: ....................................................................................Error! Bookmark not defined. BIBLIOGRAPHY ......................................................................................................................... 14

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IMC AND NOT 360 IS THE WAY FORWARD FOR MARKETING COMPANIES.
You can reach anybody today. The challenge is to be able to connect with the consumers.
Wenda Millar, former Chief Sales Officer of Yahoo! Inc.

Marketing is the human activity directed at satisfying needs and wants through an exchange process.
Philip KOTLER

INTRODUCTION
This paper shows the comparison between IMC and 360. Examples of successful implementation of both the concepts are used. The shift from mass marketing to segmented marketing has had a dramatic impact on marketing communications. Just as mass marketing gave rise to a new generation of mass-media communications, the shift toward one-on-one marketing is spawning a new generation of more specialized and highly targeted communications efforts. Integrated marketing communications (IMC): The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

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The 360 degree marketing: The concept looks holistically at all of the touch points surrounding the consumer, wherever they are. It is the next evolution of "cross-channel" marketing, as it is less about media integration and more about a consumer-centric media strategy. It not only includes a heavy online component, but also television, radio, print, events and other offline media.

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LITERATURE REVIEW
INTEGRATED MARKETING COMMUNICATION
IMC is a process through which companies accelerate returns by aligning communications objectives with corporate goals. also [IMC is] a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences. (Don E. Schultz and Heidi Schultz wrote in IMC, The Next Generation.) Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). Integrated Marketing Communications (IMC) is a customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firms business-tobusiness, marketing channel, customer-focused, and internally directed communications. -

(Clow, Kenneth E.; Baack, Donald -2007).

IMC is 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 general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact (Caywood, Schultz, and Wang, 1991b: 2-3). IMC is the concept and process of strategically managing audience-focused, channelcentered, and result-driven brand communication programs over time (Kliatchko, 2005: 21).

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A contemporary perspective of IMC is Owing to the rising demand in various product categories, the focus of marketers shifted to the product itself, making potential relationships with customers something of a side issue (Johnson and Schultz, 2004; Kitchen, 1999; Evans and Berman, 1987). During the 1950s, most organizations arranged their plans in line with their products and not according to customer wants and needs (Johnson and Schultz, 2004). Fuelled by dramatic changes in the marketplace and communications, retailers and other intermediaries have since gained in importance (Rosenbloom, 2004; Low and Mohr, 1999; Schultz, 1996b). To date, academic research on IMC has been limited. The majority of empirical research has been conducted with advertising and PR agencies or companies located in the United States with a clear tendency toward quantitative methodologies (Jin, 2003/2004; Peltier, Schibrowsky, and Schultz, 2003; Kitchen and Schultz, 1999; Beard, 1996; Miller and Rose, 1994).

360 CAMPAIGN:
"A 360-degree campaign nails the key brand message in the minds of the consumer in different ways The 360 degree feedback process is one of the most widely used employee assessments in organizations today. It involves gathering a full circle of ratings from various perspectives (self, manager, peers, subordinates and customers) in order to diagnose skills and provide feedback to participants. While 360 degree feedback has several advantages, they are often not fully realized due to flaws in the survey design and/or poor implementation of the 360 assessment process. This Insight white paper offers suggestions on how to develop a valid and effective 360 degree feedback survey, and how to conduct an effective process that can lead to valid assessments of capabilities and employee development. We see lots of companies striving for that full 360 customer view -- but its a ways away, said Gary Angel, president and CTO at Semphonic, a Web analytics and measurement firm, during a recent AllAnalytics.com instant e-chat. The thing I start with around social measurement understands what you are trying to measure... If you want to measure PR effectiveness, its different than measuring consumer sentiment or viral marketing. Each application has its own specific samples and metrics. The 360 degree marketing concept looks holistically at all of the touch points surrounding the consumer, wherever they are. You can think of it as the next evolution of

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"cross-channel" marketing, as it's less about media integration and more about a consumercentric media strategy. It not only includes a heavy online component, but also television, radio, print, events and other offline media.

Most business owners select a wimpy arsenal of marketing weapons, figuring that if they spend enough, they're covering the bases. Today, there are more bases than ever and if you're not attending to most of them, opportunities are speeding past you at lightning speed. (Jay Conrad Levinson). 360 degree marketing communicates with prospects and customers from all directions and across long periods of time. This kind of marketing is never intrusive, such as telephone calls during dinner, and very inexpensive -- even when you employ the wide range of weapons available to you, more now than ever because of the staggering growth of the Internet. The reason to employ 360 degree marketing is because most prospects are in the market for what you sell only a small fraction of the time. If you're not talking to them at that time, they'll talk to somebody else. With less than 360 degree guerrilla marketing, your chances of connecting with them at that fleeting moment are cut down dramatically. The fragmenting of media is still another reason to go all-out with marketing and still another opportunity to go easy on your budget because fragments cost much less than whole parts -TV to selected neighborhoods runs a teeny fraction of the cost of TV to the nation. 360degree marketing is employed by blending low tech and high tech with high touch and high care (Jay Conrad Levinson). Recession might be the best opportunity for organizations to initiate that movement of dramatic transformation. It might force organizations to call their model into question, and hopefully they will find in Integrated Marketing Communications the answers they are searching for (Alexandra Mimoun).

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HYPOTHESIS
HO : IMC Campaign is efficient for companies than a 360ocampaign. H 1 : IMC Campaign is not efficient for companies than a 360ocampaign

BRANDS USING IMC

JETBLUE
At a time when most of the airlines of the world are struggling, one carrier is seeing nothing but blue skies. Despite the simultaneous problems of 9/11, a recession, and war, the airlineaptly named JetBlue continued to succeed where competitors have faltered. JetBlue has adopted a unique positioning in the industry, and takes every effort conceivable to maintain that image and attitude. Initially positioned as a low-fare, all-coach carrier, and fares generally lower than those of competitors flying the same routes but the product itself is more attractive. The planes are new and feature leather seats, each of which offers free satellite TV on a personal video screen. The pilots are efficient and honest about delays, and the flight attendants offer excellent service and go about with a fun attitude. JetBlue claims to bring pleasure and style back into flying and they usually do. JetBlue has also focused on branding. Its strategy has been to emphasize the things that distinguish the brand from other carriers but cost littlethings like courtesy, comfort, and punctualitywhile paying less attention to those items that do not, like food. Service is a top priority, including updates on flight status every 15 minutes. The communication mix for JetBlue supports the brand image and positioning. From the blue potato chips to the stylish blue uniforms, all communications attempt to appeal to its aspirational audiencefrugal, yet style-conscious consumers. User-friendliness of the website plays important role in jet blues success. The JetBlue website is simple, functional, and user-friendly. It doesnt look like other airlines sites, nor does it have the same impact. More than 60 percent of JetBlues customers book on the airlines website, while other airlines average about 10 percent. The original advertising message Somebody up there likes you attempted to be unairline, focusing on big-city swagger and wit rather than the typical small-world theme used by others. The post-September 11 campaign reasons to fly, which included both TV and radio spots, featured sentimental and non sentimental reasons for flying but did so in a humorous style to maintain JetBlues personality.

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BMW
In the spring of 2000, BMW reached their core market of overachieving, hard-working consumers via traditional methods such as network television. BMW had done three different campaigns emphasizing responsive performance with product-focused ads designed to show what its like behind the wheel of a BMW. However, from the perspective of both the client and the agency, the look and feel of the ads had begun to be copied by competitors and wannabes, making them less distinctive than before. Meanwhile, their research indicated that many Bimmer buyers were tech-savvy and had fast, reliable access to the Internet; most importantly, 85 percent of them had researched their car purchase on the Web before stepping into a dealer showroom. BMW Films has truly established a creative benchmark in integrated and interactive promotions, allowing consumers to interact with the BMW name on their own terms. The promotion helped drive increases in brand measures and dealership visits as well as vehicle sales numbers.

BRANDS USING 360

TIC TAC
The Tic Tac brand was launched in the U.S. in 1969 by the Italian confection manufacturer Ferrero and has been a leading mint brand for 40 years. In recent years, with changing business needs, the brand has adopted the 360 degree marketing strategy. In line with its 360 degrees marketing technique, the company has launched the series of interactive advertising and mobile experiences for its first-ever 360-degree marketing campaign Shake It Up. The campaign, encourages Millennial to break from the mundane and explore new, unconventional ways of doing daily activities. The Shake It Up campaign comes to life through the brand's interactive TV, outdoor and print advertisements, highlighting quirky facts on routine daily activities. The 360-degree Shake It Up campaign goes beyond traditional advertising, especially through the mobile technology of the Tic Tac Viewr app, which allows consumers to engage with Tic Tac mints wherever they are through a medium that they never leave behind. The Tic Tac Viewr app provides up to 20 unexpected, fast moving Shake It Up micro games to give every day experiences or sayings a fresh perspective. The app was designed by Merkley + Partners and developed by Total Immersion with the goal of exciting the brand's millennial audience by opening an interesting and different perspective on the world. Launch of the Tic Tac interactive Times Square billboard is another step towards the successful implementation of the 360 degrees marketing campaign. Consumers interacting with the Tic Tac Times Square ad will be delighted to find that the application will create a personalized billboard with their image seen on their phones. Consumers will have the opportunity to share the image on their Facebook page. (Geffroy M, February 2012).

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AMARA RAJA BATTERIES

Branding strategies that go beyond the usual print or television campaigns seem to have caught the advertiser's fancy. Amara Raja Batteries India has been exceptional in thinking out of the box for its 360 marketing strategies and is actively seeking ideas to nail the key brand message in the minds of the consumer in different ways. S. Ramachandra, Executive Vice-President, Amara Raja Batteries, says that for a low-recall segment like batteries, a 360-degree branding exercise is essential for the consumers to remember the brand. The company did a number of exercises at various points of consumer contact. It started off by giving a distinct look to its exclusive retail outlets, it also created innovative battery cases and also labeled its products in black, in order to stand out. To increase the brand's recall it also distributed puzzles in Shatabdis, so that the passenger could spend time solving puzzles during their six-seven hour train journey. In addition to that it distributed chilled water bottles on various junctions in Chennai as marketing stunt. On the bottles there was a small note reading `At 40 degrees Celsius, if your car has an Amaron battery, it doesn't need water, but you do.' (Financial Daily, Sep 2003)

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COST COMPARISON

IMC aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from SEARCH ENGINE OPTIMIZATION, pay-per-click, affiliate, email, and banners to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication program using all the elements of the marketing mix (price, place, product, and promotion). IMC has been so effective because it talks about Consumer and not the product which was the conventional way of marketing. IMC saves cost as it eliminates duplication in areas. Agency fees are reduced by using a single agency for all communications and even if multiple agencies are used, time is saved because of integrated communication. IMC not only reduces cost but also workload and subsequent stress levels. This is a major benefit of IMC. IMC does not only reduce cost, but also increases profits through increased effectiveness. At its initial level, a unified, symmetric message has more impact than a disjointed bunch of messages. In a world we live in now only a well-communicated, united crystal clear and crisp message has a better chance of cutting through the noise of over thousands commercial messages which bombard the audience every single day.

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CONCLUSION
A lack of IMC, the lack of coordinated communications planning and the delivery of a consistent message, could lead to multiple portrayals of a brand in the market. Even if the brand positioning is the same there will be no synergy of lift from the overall program. This study indicates that there is much to be gained by expanding our understanding and analysis of IMC and 360 and its performing capacity beyond the limits of traditional positivist marketing theory. It is clearly seen that the aim of achieving a strong reputation can not only be achieved by creating clear, consistent and continuous messaging, but even more by focusing on discourse and practices revealing the performing capacity of communicating. IMC can confine creativity to some extent you cannot go for untamed sales promotions unless they fit into the overall marketing communications strategy. All the messages should follow the strategy so to some extent the creativity is restricted to make the message consistent. IMC is still an emerging concept and people are resistant to change. To make an IMC plan effective one needs effective coordination, understanding and integration at all levels. IMC is a concerned with the strategic coordination of all the messages and media used by an organization to influence the prospectus. In the IMC approach the different communication are in the form of arcs making up a 360- degree circle, at the center of which lies the customer.

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BIBLIOGRAPHY

Allexperts.com, Available at:

< http://en.allexperts.com/q/Marketing-1090/2009/3/PR-Marketing-IMC.htm > [Accessed on 10th June 2012] Clow, Kenneth E.; Baack, Donald (2007), Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Full 360-Degree Branding:

Lindstrom, M, July 2000, Full 360-degree Branding, online, available at: < http://www.clickz.com/clickz/column/1693335/full-360-degree-branding > [Accessed on 9th June 2012] Geffroy, M, February 2012, Tic Tac Mints Augmented Reality Campaign shakes things up!, online, Available at:

< http://www.t-immersion.com/blog/2012-02-07-tic-tac-augmented-reality-campaign-shakesthings-up > [Accessed on 8th June 2012] The Emergence of IMC: A Theoretical Perspective, Available online at:

< http://www.walsh.edu/uploads/BUS416Week3EmergenceofIMC-11463.pdf > [Accessed on 9th June 2012] Thesis Integrated Marketing Communications, Available at :

< http://alexandramimoun.wordpress.com/thesis-integrated-marketing-communications/ > [Accessed on: 10th June 2012]

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