Integrated Marketing Communication (IMC) is one of the most important communications trends adopted by companies in the last decade.

With an increase in global competition, technological advances, and more informed customers, it is important for businesses to make a powerful impact on target audiences and markets. IMC is one such step toward an integrated approach to achieving

IMC is a major strategic concept that is as evolutionary and discursive in its concept as other marketing and management tools. There is a strong need to explore the concept and phenomena of IMC directly in the real world of communication. The purpose of integrated marketing communications strategy is to work toward the common goal of customer focused marketing.

American Association of Advertising Agencies defines IMC as a concept that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, and combines these disciplines to provide clarity, consistency and maximum communication impact. It is the coordination and integration of all marketing communication tools, avenues, sources within a company into

It is a well-known fact that the rapidly growing businesses and population are putting a lot of pressure on Indias power resources. Unfortunately, India is woefully lacking in all types of power resources, except one solar power. Solar power can be an important source of power for India. These are the reasons why India should focus more on solar

. The suns energy is available abundantly and freely and can be used in two ways: Solar thermal energy: Here the solar energy is converted into solar power through equipment. Example, solar hot water heating system, solar drying system, solar cooking system, etc. Solar photovoltaic energy: In this method, the solar energy is converted into electrical energy through equipment using solar photovoltaic technology.It can be used to power anything from a single bulb to all the

Solar Energy Can Be Used for Heat and Electricity Solar Energy Is Everywhere the Sun Shines California Has the Worlds Biggest Solar Power Plant Europe Has Some Large Photovoltaic Power Plants

Solar Power Can Be Used Anywhere at a Variety of Scales

Almost

Photovoltaic Cells Convert Sunlight into Electricity Solar Thermal Power Uses Solar Energy Instead of Combustion

The solar industry has grown quite fast in the past few years, and it looks like this will continue in 2011, at least according to a market research by iSuppli. "iSuppli forecasts that worldwide solar installations will reach 20.2 Gig watts (GW) next year, up from 14.2GW at the end of 2010." This would be a growth of 42.3%. At that rate, the industry would double every two years.

Sunson Enterprise is a renowned name for solar product in Ranchi. It has been in Ranchi since last ten years. The major product in which Sunson enterprise specialises are: Solar Solar Solar Solar Cooker Panel Water Heater Lantern

Major focus of Sunson Enterprise is B2B business but now they are shifting their focus towards B2C business because of the reduced profit margin in the former case. The product that they offer to consumer is from the best company like Rashmi, Moser Baer, Racold. Sunson enterprise because of its goodwill in the market has got customers from outside Ranchi and have also installed solar water heater in BIT, Mesra.

Market

leader in Ranchi

10

years of presence products are durable cost is less

Solar

Maintenance

Hygienic

food which preserves

nutrients

Food

taste may not be as good as that of L.P.G.

Time

consuming initial cost

High

Green

technology support

Government

Presence

of 300 plus sunny days(Ranchi)

Scope

in industrial sector(B2B)

Ranchi

group

being region of low income

Lack

of awareness

To

advertise the new product annual maintenance contract(AMC) for existing customers.
To

increase focus on B2C because of higher profit margin.

To

increase the sales by 20%-25%

RECENT SALES VOLUME

Y-axis sales in crore X-axis -year

To

increase awareness about the product

To

increase knowledge about product.

To

built brand preference.

Method usedPercentage based on of sales methodIt is

1. Sales from the previous year and 2. Anticipated sales for the next year.

1.

The communication budget is directly proportional to sales. JustificationSince product is in growth stage of product life cycle, hence the need of higher budget proportional to sale.

2. It does not allocate money for special need or to combat competitive pressure. JustificationThere is no significant competition so the special need and competitive pressure could be ignored.

Previous year sales - Rs 1.5 crore Expense on advertisement- Rs 50000 (0.33% of sales)

Anticipated sales- Rs 1.83 crore ( 22% increase in sale) Budget for communication ( 2% of 1.83 crore) TOTAL AMOUNT = 366000(66000 IS COMMISSION)

1. PRINT MEDIA (RS105600) NEWSPAPERa) TIMES OF INDIA

1 sqcm=Rs 400 so, 6*400= Rs 2400 (1 day in week) 2 days=Rs 4800 1month=8 times so, 4months =32times TOTAL COST=Rs 76800

b) DAINIK JAGRAN 1 sqcm=Rs 150 so, 6*150= Rs 900 (1 day in week) 2 days=Rs 1800 1month=8 times so, 4months =32times TOTAL COST=Rs 28800 2) DISPLAY MEDIA(Rs 35000)
Poster

=Rs 30000 Pamphlets =Rs 5000

 NETWORK

MEDIA (Rs 16000)

Telephone

calls for AMC=Rs5000(8min per customer) calls and follow up

Personalized

Rs5000
4 lakh SMS for (Rs6000)

 BROAD

CAST MEDIA Radio = Radio Mantra (Rs 70 for 10 sec) 10 times of 20 sec=Rs 1400 3 days in a week (Fri, Sat, Sun) for 4 months=60 days=Rs 84,000
Television (cable)

Operator charges (Rs 50000) NOTE: Discount was given by all is Rs 9000

For B2B: Personal communication channel -Telephone -Email

For B2C: Non personal communication channel - Media 1. Print media a) Times of India b) Dainik Jag ran 2. Display Media

a) Poster

3. Network Media a) Telephone calls b) Personalized calls c) SMS 4. Broadcast Media a) Radio (Radio Mantra) b) TV (Cable)

Objectives: a) Increasing Brand Awareness b) Building Brand Image Target Group: a) Educated customers and Businessmen in Ranchi b) 30-55 years old customers primarily male with monthly income of Rs. 35,000-70,000

Empowering Green Technology

Support:It is based on Renewable, Pollution free source of energy

Rational Appeal Support:Sunson Enterprises -> is trusted and leading name for the purchase of solar product. -> carries solar products from the renowned brands like Rashmi, Moser Baer, Photon etc. -> is the only shop in Ranchi which

Cognitive followed by Generic message strategy

Cognitive message strategy: > Presentation of rational arguments. > Goal is to design an ad that will have impact on persons believes and knowledge structure.

Generic message strategy:

> Direct promotions of product attributes or benefits without any claim of superiority. > Works best for a firm that is clearly a brand leader (Sunson Enterprises- the trusted name for solar product in Ranchi and the market leader in this segment for 10 years)

For all solar products:Eco friendly environment Smart growth for today and tomorrow Join the fight against environmental destruction with Solar in home

For solar cooker:Healthy and Hygienic food Cooking with only the sun. No fuel, no Smoke, no Emission Cost effective natural cooking

For solar water heater: No fear of power cut Saving on your Utility Bill Adding value to your home