final marketing presentation on (imc)
TRANSCRIPT
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GROUP PRESENTATION
on
By
Waseem Riaz
M.Saad Shees
Karim Qasim
Raheem Ali
Tajdar Ali
Raja Asad
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INTEGRATED MARKETING COMMUNICATION
(IMC)
A management concept that is designed to make all aspectsof marketing communication such as advertising, sales
promotion, public relations, and direct marketing work
together as a unified force.
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IMC Diagram
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Advertising
Print Media Electronic Media
AIDA
•Attention
•Interest•Desire
•Action
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Consumer oriented Trade Oriented
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M.Saad Shees
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•
•
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Direct Marketing
Call
SMS Email
By post
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Personal Selling
Personal selling occurs where an individual
salesperson sells a product, service or solutionto a client. Salespeople match the benefits of
their offering to the specific needs of a client.
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Examples
Medical Rap Technician
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Karim Qasim
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ApplicationOf
(IMC)On
Pepsi
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Product Introduction
•The recipe for Pepsi, the soft drink, was first
developed in the 1890s by a New Bern, North
Carolina pharmacist and industrialist, CalebBradham, who named it "Pepsi-Cola" in 1898.
• As the cola developed in popularity, he created the
Pepsi-Cola Company in 1902 and registered a patent
for his recipe in 1903.
•The information given is provided by site:
www.Pepsi.com
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Brands of Pepsi
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Advertising through print media
• Print ads in organic/natural lifestyle publications
– Natural Health Magazine
–
Newspapers – Vegetarian Times
– Parenting Magazine
–
Family Circle
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Raheem Ali
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Advertising through electronic media
• Use of TV and Radio and Why?
– Using TV commercials because they reach a
broader audience which supports a national
product launch, cost effective, selectivity
• Specific Programs and Why?
– Stations that focus on health and parenting.
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Support Media
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Support Media
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Sales Promotions
• Sales Promotions
– Sales off e.g. 30% off
– Buy one get one free
– Tokens
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Raja Asad
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Public Relations
No need to manage brand image
Already extensive press coverage on new, high profile all natural
offering from a major soda manufacturer. (no need for buzz)
Talking down to consumer, already aware of benefits of organic
products, high product/purchase involvement.
PR has the potential of communication problems with the
misinterpretation of the source message.
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Direct Marketing
• Direct marketing not used because of issuesassociated with product/brand image.
• Pepsi is a well known and respected brand.
• Development of multifaceted website.
–
Higher education, higher income – Coupons
• Send sms to customers, email, etc….
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Personal Selling
• Reserved for high profile, high
involvement, more expensive productswith several alternatives
Business to Business:Consult with Malls, General Stores
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Thank you
ForYour time