Brand and

Communication...
Integrated Marketing
Communication!
1
Basics
Marketing is the activity,
set of institutions, and
processes for creating,
communicating, delivering and
exchanging offerings that
have value for customers,
clients, partners, and
society at large
Integrated marketing communication is
a strategic business process used to
plan, develop, execute and evaluate
coordinated, measurable, persuasive
brand communications programs over
time with consumers, customers,
prospects, employees, associates and
other targeted relevant external and
internal audiences. The goal is to
generate both short- term financial
returns and build long-term brand and
shareholder value
2
Brands

Kolynos Chlorophyll Vicco Vajradanti

Reynolds 045 pen Rajdoot Motorcycle

Monkey brand tooth powder LML scooters

Brahmi Ramtirth Montana Car

Khaitan Fan Dolphin Automobile

Spice Mobile (service) JT Mobile

3
Brands

Kolynos Chlorophyll Vicco Vajradanti

?
Reynolds 045 pen Rajdoot Motorcycle

Monkey brand tooth powder LML scooters

Brahmi Ramtirth Montana Car

Khaitan Fan Dolphin Automobile

Spice Mobile (service) JT Mobile

4
(Global Finance)

5
6
Making it happen

Promotion
Advertising
Direct Marketing
Digital
Sales Promotion
Publicity and Public Relations
Personal Selling
7
 By 2019, Indian advertising
industry is estimated to be Rs
63,000 crore (US$ 10 billion) with
both print and TV having a share
of 38-40% each. Balance?
8
Different ways to Classify Advertising

A 2 B2C
Different ways of classifying advertising
National/Regional/Retail/Local
Demand Generation Vs Brand Building
Primary vs Selective Demand
A 2 B2B/Professional
B2B/ Professional/ Trade Advertising
9
 The changed paradigm!

Sell more >>

2 Build more sustainable relationships
Stop and persuade people >2 Engage people
What do I (brand) do >>2 What do I mean to people?
Influencing media >>2 Engaging Media
Positively present brand >>2 Authentically present brand
Impact on transactions >>
2 Impact on trust and transaction

10
 IMC = Integration?

All about

touch,engagement and
conversation
with your intended consumer
11
 The changed paradigm!

Objective Build sustainable relationships

Strategy Engage people
Process Starts With What do I mean to people?
Media Idea Engaging Media
Content Authentically present brand
Metrics of Success Impact on trust and transaction

Video | The Ritz-Carlton’s 2000 $ Rule?

12
 IMC = Integration?

● Most impactful vs. most controllable

Why Integration?
● Unifies strategy and message across channels
● Streamlines timing
● Connects with multiple audiences
● Creates meaningful insights
● Maximizes impact
13
 IMC = Integration?

Going grazing?
14
Steps in a Marketing Plan

Situational Analysis
SWOT understanding
Marketing Objectives
Target Market
Marketing Strategy
Implementation
Evaluation (Metrics) 15
IMC Tools for ‘Contact’ and ‘Engagement’
Digital
Broadcast Media Public Relations/
Print Media Internet, Social,
(TV/Radio) Publicity
Mobile

Out-of-Home Media Direct Marketing

Target Audience

Personal Selling Sales Promotion

Product Placements /
POP (Displays, Events and
Word of mouth Branded
Packaging) Sponsorships
Entertainment
16
Market Success

Product success rates? Do you see brands in this

room?
● Factors that contribute
to success ● What?
● Factors that contribute ● How many?
to failure

Vincent Van Gogh: Fame

beyond life
17
Market Success
Product success rates
● Factors that contribute
to success
● Factors that contribute
to failure
Vincent Van Gogh: Fame
beyond life
Ultimately: All things
being equal, it boils down
to communication
A great ad campaign will make a bad
product fail faster. It will get
more people to know it's bad!
Getting your product known isn’t
the answer. Getting it WANTED is
the answer
18
Some thought starters
A surprise on a quiet square
https://www.youtube.com/watch?v=316AzLYfAzw
The Hire: Star
https://youtu.be/KXx-cF_MUyA
Tanishq
https://youtu.be/lmI-jd0X04Y
Titan
https://youtu.be/99rfYDA0SVY
Genesis
https://youtu.be/wapLaF5jmrU?t=1s
Anti Boredom
https://youtu.be/X-Igd-85PDg
Roads that honk
https://youtu.be/h5DqvAYUdTA
RmKV Silks
https://www.youtube.com/watch?v=vTcNNk-AYIA
Some other powerful worldwide ideas
http://www.adweek.com/brand-marketing/here-are-years-most-inventive-marketing-
media-and-digital-campaigns-honored-project-isaac-1670/
Westjet
https://www.youtube.com/watch?v=zIEIvi2MuEk
19
Targeting - Segmenting
Customer Based
● Geographic: Region, City Size,
Metropolitan Area, Density
● Demographic: Gender, Age, Race,
Lifestage, Birth-era, Household
size, Residence tenure, Marital
status
● Socio-economic: Income,
Education, Occupation
● Psychographics: Personality,
Values, Lifestyles
Buyer/Buying Situation Based
● Outlet Type: Direct, In-Store
● Benefits Sought: Product
features, Needs
● Usage: Usage Rate, User status
● Awareness and Intention:
Product Knowledge
● Behaviour: Involvement
20