Integrated Marketing Communication (IMC)
Davinder Singh
Prepared by Davinder Singh for classroom discussion
Faculty Introduction
Davinder Singh Consulting +25yrs industry exp., Coca-Cola Co., Fosters, Jagatjit Ind., NDDB, CavinKare Director, New Product Coml., Coca-Cola India CEO CavinKare Worked in India, Central Asia and Nigeria Pursuing PhD from MDI, Gurgaon Interested in Golf, Swimming, Sudoku, Jazz Dancing Contact @ 98999 89190 [Link]@[Link] @dsinghtaru
Prepared by Davinder Singh for classroom discussion
Sections Covered
1. 2 3. 4. 5. 6. 7. 8. Sales Promotions Online Alternative marketing Direct Marketing Event Marketing PR Ethics Evaluating
Prepared by Davinder Singh for classroom discussion
Assessment
Class Participation Assignment/Quiz End Term : 5%(attendance) + 5% (discussion) :10% (best 2 scores out of 3 or 4 ) : 20%
Group & Brand
Groups for Project and assignments Choose one brand for all assignments Inform about group and brand by 18/12
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Your Expectations
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Hole in the Wall
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My Expectations
Come prepared to participate, Not just to ans Qs but To ask Qs & discuss them
Ground Rules
Come prepared No Late entries , grace of 5 min. Listen to ALL Speak to ALL Mobiles on silent Sleeping ?
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IMC - What do you understand ?
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Sales Promotion
What is SALES PROMOTION? Activities which directly promote the sales How is it different from ADVERTISING? Proximity to sales or transaction Integrated to each other
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Promotion Types
Consumer : target consumer, interact with consumer, direct benefit to consumer Trade : target intermediary or trade, benefit to trade.
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Group Exercise
Review the newspaper for various sales promotions advertised Identify the various types of promotions Classify and name the various types Time : 10 mins.
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Types of Consumer Promotions
Price Off / Discount Premia Bonus Packs/ Quantity Contests / Sweepstakes Sampling Coupons Refunds / Rebates
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Consumer Promotion
Factors to be considered for Consumer Promotion Objective (Business) Target Consumer Segments existing behavior (purchase & consumption) Define the desired change in behavior. Mechanics of promotion Time required to prepare and execute Cost and Benefit analysis
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Pros & Cons Consumer Promo.
Pros Increased sales Greater accountability Supports & enhances advertising Cons Increased cost Can decrease brand equity
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Next Class Preparation
Topic : On Line Marketing Chapter 9 of Clow & Baack For the Groups chosen brand Study the online presence website/FB page/ other social media sites/ e-commerce presence Give egs of good & poor activities Make presentation in class on 19/12 all groups Presentation time 5 mins/group
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Assignment
For the brand chosen by the group, develop 1 trade promotion activities 1 consumer promotion activities
State Objective to be achieved Reasons for choosing the mechanism How would the results be measured?
Submission : 24/12/13 typed in class Page Limit : 3 pages (max.) typed. Not hand written, please
Prepared by Davinder Singh for classroom discussion
