integrated marketing communication strategy

Integrated Marketing Integrated Marketing Communication Communication

StrategyStrategy

LIVE SESSIOM LIVE SESSIOM AIMA-ePGDMAIMA-ePGDM

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Objectives

• Know the tools of the marketing Know the tools of the marketing communications mix.communications mix.

• Understand the process and advantages Understand the process and advantages of integrated marketing communications.of integrated marketing communications.

• Learn the steps in developing effective Learn the steps in developing effective marketing communications.marketing communications.

• Understand methods for setting Understand methods for setting promotional budgets and the factors that promotional budgets and the factors that affect the design of the promotion mix.affect the design of the promotion mix.

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Definition

• Marketing Communications MixMarketing Communications Mix The specific mix of advertising, The specific mix of advertising,

personal selling, sales promotion, personal selling, sales promotion, and public relations a company and public relations a company uses to pursue its advertising and uses to pursue its advertising and marketing objectives.marketing objectives.

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• The Marketing Communications The Marketing Communications Environment is Changing:Environment is Changing: Mass markets have fragmented, Mass markets have fragmented,

causing marketers to shift away from causing marketers to shift away from mass marketingmass marketing Media fragmentation is increasing as wellMedia fragmentation is increasing as well

Improvements in information Improvements in information technology are facilitating technology are facilitating segmentationsegmentation

Integrated Marketing Communications

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• The Need for Integrated Marketing The Need for Integrated Marketing CommunicationsCommunications Conflicting messages from different Conflicting messages from different

sources or promotional approaches can sources or promotional approaches can confuse company or brand imagesconfuse company or brand images The problem is particularly prevalent when The problem is particularly prevalent when

functional specialists handle individual forms functional specialists handle individual forms of marketing communications independently of marketing communications independently


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• The Need for Integrated Marketing The Need for Integrated Marketing CommunicationsCommunications Traditional media such as Traditional media such as

newspapers,TVand radio have lost its reach newspapers,TVand radio have lost its reach and frequency.and frequency.

The Web alone cannot be used to build The Web alone cannot be used to build brands; brand awareness potential is limitedbrands; brand awareness potential is limited

Best bet is to wed traditional branding Best bet is to wed traditional branding efforts with the interactivity and service efforts with the interactivity and service capabilities of online communicationscapabilities of online communications

Web efforts can enhance relationshipsWeb efforts can enhance relationships


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• Integrated Marketing Integrated Marketing CommunicationsCommunications The concept under which a company The concept under which a company

carefully integrates and coordinates carefully integrates and coordinates its many communications channels its many communications channels to deliver a clear, consistent, and to deliver a clear, consistent, and compelling message about the compelling message about the organization and its products.organization and its products.


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• Communications efforts should be Communications efforts should be viewed from the perspective of viewed from the perspective of managing customer relationships over managing customer relationships over time.time.

• The communication process begins The communication process begins with an audit of all potential contacts.with an audit of all potential contacts.

• Effective communication requires Effective communication requires knowledge of how communication knowledge of how communication works.works.

The Communication Process

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Elements in the Elements in the Communication ProcessCommunication Process

The Communication Process

• SenderSender

• MessageMessage

• MediaMedia

• ReceiverReceiver

• EncodingEncoding

• DecodingDecoding

• Response Response

• FeedbackFeedback• NoiseNoise

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• Step 1:Step 1: Identifying the Target Audience Identifying the Target Audience Affects decisions related to what, how, Affects decisions related to what, how,

when, and where message will be said, when, and where message will be said, as well as who will say itas well as who will say it

• Step 2:Step 2: Determining Communication Determining Communication ObjectivesObjectives Sense buyer readiness stagesSense buyer readiness stages

Developing Effective Communication

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Buyer-Readiness StagesBuyer-Readiness Stages


• AwarenesAwarenesss

• KnowledgKnowledgee

• LikingLiking

• PreferencePreference

• ConvictionConviction

• PurchasePurchase

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Developing Advertising Strategy

• Consists of two major elements:Consists of two major elements:

Creating advertising Creating advertising messagesmessages

Selecting advertising Selecting advertising mediamedia

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• Step 3:Step 3: Designing a Message Designing a Message AIDA framework guides message designAIDA framework guides message design Message content contains appeals or Message content contains appeals or

themes designed to produce desired themes designed to produce desired resultsresults Rational appealsRational appeals Emotional appealsEmotional appeals

– Love, pride, joy, humor, fear, guilt, shameLove, pride, joy, humor, fear, guilt, shame Moral appealsMoral appeals


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• Step 3:Step 3: Designing a Message Designing a Message Message Structure: Key decisions are Message Structure: Key decisions are

required with respect to three message required with respect to three message structure issues:structure issues:

Whether or not to draw a conclusionWhether or not to draw a conclusion One-sided vs. two-sided argumentOne-sided vs. two-sided argument Order of argument presentationOrder of argument presentation

Message Format: Design, layout, copy, color, Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, shape, movement, words, sounds, voice, body language, dress, etc.body language, dress, etc.


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The Message Strategy

• Identify Customer Benefits

• Develop Compelling Creative Concept—the “Big Idea”

• Advertising Appeals Should Be: Meaningful, Believable, & Distinctive

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Message Execution• Slice of LifeSlice of Life• LifestyleLifestyle• FantasyFantasy• Mood or Mood or

ImageImage• MusicalMusical

• Personality Personality SymbolSymbol

• Technical Technical ExpertiseExpertise

• Scientific Scientific EvidenceEvidence

• Testimonial or Testimonial or EndorsementEndorsement

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• Step 4: Step 4: Choosing MediaChoosing Media Personal communication channelsPersonal communication channels

Includes face-to-face, phone, mail, and Includes face-to-face, phone, mail, and Internet chat communicationsInternet chat communications

Word-of-mouth influence is often criticalWord-of-mouth influence is often critical Buzz marketing cultivates opinion leadersBuzz marketing cultivates opinion leaders

Nonpersonal communication channelsNonpersonal communication channels Includes media, atmosphere, and eventsIncludes media, atmosphere, and events


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Selecting Advertising Media

• ReachReach Percentage of people exposed to Percentage of people exposed to

adad• FrequencyFrequency

Number of times a person is Number of times a person is exposed to adexposed to ad

• Media ImpactMedia Impact The qualitative value of a message The qualitative value of a message

exposure through a given mediumexposure through a given medium

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• Step 5: Step 5: Selecting the Message SourceSelecting the Message Source Highly credible sources are more persuasiveHighly credible sources are more persuasive A poor spokesperson can tarnish a brandA poor spokesperson can tarnish a brand

• Step 6:Step 6: Collecting Feedback Collecting Feedback Recognition, recall, and behavioral measures Recognition, recall, and behavioral measures

are assessedare assessed May suggest changes in product/promotionMay suggest changes in product/promotion


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Deciding on Media Timing

• Must decide how to schedule the Must decide how to schedule the advertising over the course of a advertising over the course of a year.year.

Follow seasonal patternFollow seasonal pattern Oppose seasonal patternOppose seasonal pattern Same coverage all yearSame coverage all year

• Choose the pattern of the adsChoose the pattern of the ads ContinuityContinuity PulsingPulsing

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• Setting the Total Promotional BudgetSetting the Total Promotional Budget Affordability MethodAffordability Method

Budget is set at a level that a company can Budget is set at a level that a company can affordafford

Percentage-of-Sales MethodPercentage-of-Sales Method Past or forecasted sales may be usedPast or forecasted sales may be used

Competitive-Parity MethodCompetitive-Parity Method Budget matches competitors’ outlaysBudget matches competitors’ outlays

Setting the Promotional Budget

and Mix

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• Setting the Total Promotional BudgetSetting the Total Promotional Budget Objective-and-Task MethodObjective-and-Task Method

Specific objectives are definedSpecific objectives are defined Tasks required to achieve objectives are Tasks required to achieve objectives are

determined determined Costs of performing tasks are estimated, Costs of performing tasks are estimated,

then then summed to create the promotional budget summed to create the promotional budget


and Mix

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• Setting the Overall Promotion Setting the Overall Promotion MixMix Determined by the Determined by the nature of nature of

each promotion tooleach promotion tool and the and the selected selected promotion mix strategypromotion mix strategy


and Mix

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Evaluating Advertising

• Measure the communication effects of an ad—“Copy Testing”

• Measure the sales effects of an ad

Is the ad increasing sales?

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and Mix

• AdvertisingAdvertising

• Personal SellingPersonal Selling

• Sales PromotionSales Promotion

• Public RelationsPublic Relations

• Direct MarketingDirect Marketing

• Reaches large, Reaches large, geographically dispersed geographically dispersed audiences, often with high audiences, often with high frequencyfrequency

• Low cost per exposure, Low cost per exposure, though overall costs are highthough overall costs are high

• Consumers perceive Consumers perceive advertised goods as more advertised goods as more legitimatelegitimate

• Dramatizes company/brandDramatizes company/brand• Builds brand image; may Builds brand image; may

stimulate short-term salesstimulate short-term sales• Impersonal; one-way Impersonal; one-way

communicationcommunication

Promotion Promotion ToolsTools

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and Mix






• Most effective tool for Most effective tool for building buyers’ preferences, building buyers’ preferences, convictions, and actionsconvictions, and actions

• Personal interaction allows Personal interaction allows for feedback and for feedback and adjustmentsadjustments

• Relationship-orientedRelationship-oriented

• Buyers are more attentiveBuyers are more attentive

• Sales force represents a Sales force represents a long-term commitmentlong-term commitment

• Most expensive of the Most expensive of the promotional toolspromotional tools


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and Mix






• May be targeted at the trade May be targeted at the trade or ultimate consumeror ultimate consumer

• Makes use of a variety of Makes use of a variety of formats: premiums, formats: premiums, coupons, contests, etc.coupons, contests, etc.

• Attracts attention, offers Attracts attention, offers strong purchase incentives, strong purchase incentives, dramatizes offers, boosts dramatizes offers, boosts sagging salessagging sales

• Stimulates quick responseStimulates quick response• Short-livedShort-lived• Not effective at building Not effective at building

long-term brand preferenceslong-term brand preferences


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and Mix






• Highly credibleHighly credible

• Many forms: news stories, Many forms: news stories, news features, events and news features, events and sponsorships, etc.sponsorships, etc.

• Reaches many prospects Reaches many prospects missed via other forms of missed via other forms of promotionpromotion

• Dramatizes company or Dramatizes company or benefitsbenefits

• Often the most underused Often the most underused element in the element in the promotional mixpromotional mix


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and Mix






• Many forms: Telephone Many forms: Telephone marketing, direct mail, marketing, direct mail, online marketing, etc.online marketing, etc.

• Four distinctive Four distinctive characteristics:characteristics: NonpublicNonpublic ImmediateImmediate CustomizedCustomized InteractiveInteractive

• Well-suited to highly Well-suited to highly targeted marketing targeted marketing effortsefforts


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Other Advertising Considerations

• Small CompaniesSmall Companies

• Large CompaniesLarge Companies

• Advertising AgencyAdvertising Agency

• International IssuesInternational Issues

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• Promotion Mix StrategiesPromotion Mix Strategies Push strategy:Push strategy: trade promotions and trade promotions and

personal selling efforts push the personal selling efforts push the product through the distribution product through the distribution channels.channels.

Pull strategy:Pull strategy: producers use advertising producers use advertising and consumer sales promotions to and consumer sales promotions to generate strong consumer demand for generate strong consumer demand for products.products.


and Mix

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• Checklist:Checklist: Integrating the Promotion Mix Integrating the Promotion Mix Analyze trends (internal and external)Analyze trends (internal and external) Audit communications spendingAudit communications spending Identify all points of contactIdentify all points of contact Team up in communications planningTeam up in communications planning Make all communication elements Make all communication elements

compatiblecompatible Create performance measuresCreate performance measures Appoint an IMC managerAppoint an IMC manager


and Mix

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• Advertising and Sales PromotionAdvertising and Sales Promotion Avoid false and deceptive Avoid false and deceptive

advertisingadvertising Bait and switch advertisingBait and switch advertising

Trade promotions can not favor Trade promotions can not favor certain customers over otherscertain customers over others

Use advertising to promote socially Use advertising to promote socially responsible programs and actionsresponsible programs and actions

Socially Responsible Communications

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• Personal SellingPersonal Selling Salespeople must follow the rules of “fair Salespeople must follow the rules of “fair

competition”competition” Three day cooling-off rule protects Three day cooling-off rule protects

ultimate consumers from high pressure ultimate consumers from high pressure tacticstactics

Business-to-business sellingBusiness-to-business selling Bribery, industrial espionage, and making Bribery, industrial espionage, and making

false and disparaging statements about a false and disparaging statements about a competitor are forbiddencompetitor are forbidden

Socially Responsible Communications

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Consumer Sales Promotion Tools

• SamplesSamples

• CouponsCoupons

• RebatesRebates

• Cents-off DealsCents-off Deals

• PremiumsPremiums

• Advertising Advertising SpecialtiesSpecialties

• Patronage Patronage RewardsRewards

• Point-of-Purchase Point-of-Purchase PromotionsPromotions

• ContestsContests

• SweepstakesSweepstakes

• Games Games

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Rest Stop: Reviewing the Concepts

• Discuss the process and advantages Discuss the process and advantages of integrated marketing of integrated marketing communications.communications.

• Define the five promotion tools and Define the five promotion tools and discuss factors that must be discuss factors that must be considered in shaping the overall considered in shaping the overall promotion mix.promotion mix.

• Describe and discuss the major Describe and discuss the major decisions involved in developing an decisions involved in developing an advertising program.advertising program.

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Rest Stop: Reviewing the Concepts

• Explain how sales promotion Explain how sales promotion campaigns are developed campaigns are developed and implemented.and implemented.

• Explain how companies use Explain how companies use public relations to public relations to communicate with their communicate with their publics.publics.

Setting Prices

THE 3THE 3rdrd “P” IN MARKETING “P” IN MARKETINGPricing DecisionsPricing Decisions

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TOPIC OBJECTIVES

• Stages of establishing pricesStages of establishing prices

• Pricing objectivesPricing objectives

• Pricing basisPricing basis

• Pricing strategiesPricing strategies

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Stages for Establishing Prices

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Factors Influencing PricingFactors Influencing Pricing

Internal FactorsInternal Factors External Factors External Factors

•Corporate & marketing objectives of Corporate & marketing objectives of the firmthe firm

•Market characteristics (these relate Market characteristics (these relate to demand, customer and to demand, customer and competition)competition)

•The image sought by the firm The image sought by the firm through pricingthrough pricing

•Price elasticity of demand of the Price elasticity of demand of the product in particularproduct in particular

•The characteristics of the productThe characteristics of the product •Buying behaviour of the customers Buying behaviour of the customers of the productof the product

•The stage of the product in its life The stage of the product in its life cyclecycle

•Bargaining power of major Bargaining power of major customerscustomers

•Use pattern and turnaround rate of Use pattern and turnaround rate of the product the product

•Bargaining power of major suppliersBargaining power of major suppliers

•Costs of manufacturing and Costs of manufacturing and marketingmarketing

•Competitors’ pricing strategiesCompetitors’ pricing strategies

•Extent of distinctiveness of the Extent of distinctiveness of the product and extent of differentiation product and extent of differentiation practicedpracticed

•Government controls/regulation on Government controls/regulation on pricingpricing

•Other elements of the marketing Other elements of the marketing mix and their interaction with pricingmix and their interaction with pricing

•Other relevant legal aspects Other relevant legal aspects

•Composition of the product line of Composition of the product line of the firm and whether buyers buy the firm and whether buyers buy some of the products as a bundlesome of the products as a bundle

•Societal viewsSocietal views

•Understanding reached, if any, with Understanding reached, if any, with competitors/price cartelscompetitors/price cartels

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Objectives Firms Seek in PricingObjectives Firms Seek in Pricing

The following are among the objectives firms seek in pricing. It is The following are among the objectives firms seek in pricing. It is to be noted that a given firm adopts a few out of this list of to be noted that a given firm adopts a few out of this list of objective, not all of them.objective, not all of them.

•Profit maximization in the short Profit maximization in the short termterm

•Target profit on the entire product Target profit on the entire product line, irrespective of profit level in line, irrespective of profit level in individual products.individual products.

•Profit optimisation in the long termProfit optimisation in the long term •Keeping competition out, or Keeping competition out, or keeping it under checkkeeping it under check

•A minimum return on investmentA minimum return on investment •Keeping parity with competitionKeeping parity with competition

•A minimum return on sales A minimum return on sales turnoverturnover

•Fast turnaround and early cash Fast turnaround and early cash recoveryrecovery

•Achieving a particular sales Achieving a particular sales volumevolume

•Stabilising the prices and margins Stabilising the prices and margins in the marketin the market

•Achieving a particular market Achieving a particular market shareshare

•Providing the commodity/service Providing the commodity/service at prices affordable by the weaker at prices affordable by the weaker sectionssections

•Deeper penetration of the marketDeeper penetration of the market •Providing the Providing the commodities/services at prices that commodities/services at prices that will stimulate economic will stimulate economic development.development.

•Entering new marketsEntering new markets

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1. Development of Pricing Objectives

• Pricing objectivesPricing objectives are are goals that describegoals that describe what a firm what a firm

wants wants to achieveto achieve through pricingthrough pricing.. form the form the basis for decisionsbasis for decisions about other about other

stagesstages of pricing. of pricing. must be must be consistentconsistent with the firm’s with the firm’s

overall marketing objectivesoverall marketing objectives.. can support the attainment of multiple can support the attainment of multiple

short-termshort-term and and long-term goalslong-term goals..

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Development of Pricing Objectives

Cash FlowCash FlowCash FlowCash Flow

SurvivalSurvivalSurvivalSurvival ProfitProfitProfitProfit

Return onReturn onInvestmentInvestment

Return onReturn onInvestmentInvestment

PricingPricingObjectiveObjective

ss

PricingPricingObjectiveObjective

ss

ProductProductQualityQuality

ProductProductQualityQuality

Status QuoStatus QuoStatus QuoStatus Quo Market ShareMarket ShareMarket ShareMarket Share

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2. Assessment of the Target Market’s Evaluation

of Price• The Importance of PriceThe Importance of Price Type of productType of product Type of target marketType of target market The purchase situationThe purchase situation

• Value FocusValue Focus A combination of product’s price and quality A combination of product’s price and quality

attributesattributes Helps customers differentiate a product from Helps customers differentiate a product from

competing brandscompeting brands Guides marketers in their evaluation of the Guides marketers in their evaluation of the

importance of price to the consumerimportance of price to the consumer

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3. Evaluation of Competitors’ Prices• Sources of Competitors’ Pricing InformationSources of Competitors’ Pricing Information

Comparative ShoppersComparative ShoppersPersons who systematically collect data Persons who systematically collect data

on competitors’ priceson competitors’ prices Purchased Price ListsPurchased Price Lists

Developed by syndicated marketing Developed by syndicated marketing research servicesresearch services

• Importance of Knowing Competitors’ PricesImportance of Knowing Competitors’ Prices Helps determine how important price will be Helps determine how important price will be

to customersto customers Helps marketers in setting competitive Helps marketers in setting competitive

prices for their productsprices for their products

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4. Selection of a Basis for Pricing

• Dimensions of PricingDimensions of Pricing CostCost, , demanddemand, and , and competitioncompetition

• Bases for PricingBases for Pricing TypeType of product of product Market Market structurestructure of the industry of the industry Brand’s market Brand’s market shareshare relative to relative to

competing brandscompeting brands CustomerCustomer characteristics characteristics

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Broad Categories of Pricing Broad Categories of Pricing MethodsMethods•Cost-based Cost-based pricingpricing

•Product line-Product line-oriented pricingoriented pricing

•Differentiated Differentiated pricingpricing

•Demand Demand based pricingbased pricing

•Tender pricingTender pricing

•Competition-Competition-oriented pricingoriented pricing

•Affordability-Affordability-based pricingbased pricing

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Selection of a Basis for Pricing (cont’d)

• Cost-Based PricingCost-Based Pricing Adding a Rupee amount or percentage to Adding a Rupee amount or percentage to

the cost of the productthe cost of the product Cost-Plus Pricing or Full cost PricingCost-Plus Pricing or Full cost Pricing

Adding a specified Rupee amount or Adding a specified Rupee amount or percentage to the seller’s costpercentage to the seller’s cost

Markup PricingMarkup PricingAdding to the cost of the product a Adding to the cost of the product a

predetermined percentage of that costpredetermined percentage of that cost

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Selection of a Basis for Pricing• Demand-Based PricingDemand-Based Pricing

Customers pay a Customers pay a higher pricehigher price when demand when demand for a product is for a product is strongstrong and and a and and a lower pricelower price when demand is when demand is weakweak..

Effectiveness depends on marketer’s ability to Effectiveness depends on marketer’s ability to estimate demand accurately.estimate demand accurately.

• Competition-Based PricingCompetition-Based Pricing Pricing influenced primarily by Pricing influenced primarily by competitorscompetitors’ ’

pricesprices Importance increases when competing Importance increases when competing

products are products are relatively homogeneousrelatively homogeneous May necessitate frequent price adjustmentsMay necessitate frequent price adjustments

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Selection of a Pricing Strategy

1.1. Differential PricingDifferential Pricing» Charging different prices to different buyersCharging different prices to different buyers for for

the same quality and quantity of productthe same quality and quantity of product

Strategy Action

Negotiated pricing Establishing a final price through bargaining

Secondary-market pricing

Setting one price for the primary market and a different price for another market

Periodic discounting Temporary reduction of prices on a patterned or systematic basis

Random discounting Temporary reduction of prices on an unsystem-atic basis

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Selection of a Pricing Strategy

2.2. New Product PricingNew Product Pricing

• Price SkimmingPrice Skimming Charging the highest possible price that Charging the highest possible price that

buyers who desire the product will paybuyers who desire the product will pay

• Penetration PricingPenetration Pricing Setting prices below those of competing Setting prices below those of competing

brands to penetrate a market and gain a brands to penetrate a market and gain a significant market share quicklysignificant market share quickly

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Selection of a Pricing Strategy3. Product Line Pricing 3. Product Line Pricing

Establishing and adjusting prices of multiple Establishing and adjusting prices of multiple products within a product lineproducts within a product line

Strategy Action

Captive pricing Pricing the basic product in a product line low while pricing related items at a higher level

Premium pricing Pricing the highest-quality or most versatile products higher than other models in the product line

Bait pricing Pricing an item in the product line low with the intention of selling a higher-priced item in the line

Price lining Setting a limited number of prices for selected groups or lines of merchandise

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Selection of a Pricing Strategy4. Psychological Pricing 4. Psychological Pricing

attempts to influence a customer’s perception of attempts to influence a customer’s perception of price to make a product’s price more attractiveprice to make a product’s price more attractive

Strategy Action

Reference pricing Pricing a product at a moderate level and positioning it next to a more expensive model or brand

Bundle pricing Packaging together two or more comple-mentary products and selling them for a single price

Multiple-unit pricing Packaging together two or more identical products and selling them for a single price

Everyday low prices (EDLP)

Setting a low price for products on a consis-tent basis

Strategy Action

Odd-even pricing Ending the price with certain numbers to influence buyers’ perceptions of the price or product

Customary pricing Pricing on the basis of tradition

Prestige pricing Setting prices at an artificially high level to convey prestige or a quality image

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Selection of a Pricing Strategy5.5. Professional PricingProfessional Pricing

Fees set by people with great skill or experience in Fees set by people with great skill or experience in a particular fielda particular field

6.6. Promotional PricingPromotional Pricing Price leadersPrice leaders

Products priced below the usual markup, near Products priced below the usual markup, near cost, or below costcost, or below cost

Special-event pricingSpecial-event pricingAdvertised sales or price cutting linked to a Advertised sales or price cutting linked to a

holiday, season, or eventholiday, season, or event Comparison discountingComparison discounting

Setting a price at a specific level and comparing Setting a price at a specific level and comparing it with a higher priceit with a higher price

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Group Question• Characterize the nature of Price in the market Characterize the nature of Price in the market

where you will sell your product (i.e., price where you will sell your product (i.e., price competitive, non price competitive, elasticity of competitive, non price competitive, elasticity of demand). Are there other factors that will affect demand). Are there other factors that will affect your pricing decisions, such as - perceived your pricing decisions, such as - perceived customer interpretation and response, legal and customer interpretation and response, legal and regulatory issues, competition, etc..regulatory issues, competition, etc..

• Using your product as the subject, answer the Using your product as the subject, answer the following questions:following questions: What is your Pricing Objective (one or more What is your Pricing Objective (one or more

of seven)?of seven)? What is your Basis for Pricing (one of three)?What is your Basis for Pricing (one of three)? What is your Pricing Strategy (one of six)?What is your Pricing Strategy (one of six)?

Contemporary Issues in

Marketing

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Political Marketing

• Political marketing is the recent Political marketing is the recent trend in Indian politics.trend in Indian politics.

• Political marketing is not limited to Political marketing is not limited to just political advertising.just political advertising.

• Political broadcast and electoral Political broadcast and electoral speeches are aimed for giving speeches are aimed for giving political parties a positioning in political parties a positioning in electoral market.electoral market.

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The Product in Political Marketing

• Product is a promise of good governmentProduct is a promise of good government

• It might be the image of candidate, or an It might be the image of candidate, or an ideology or style of good governance ideology or style of good governance which is differentiated, positioned and the which is differentiated, positioned and the packaged as marketing offer.packaged as marketing offer.

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Price in Political Marketing

• Price is the fund raised by the Price is the fund raised by the political party.political party.

• Fund raising is mainly through Fund raising is mainly through membership fee, donations etc.membership fee, donations etc.

• Fund raising strongly depend Fund raising strongly depend on product concept.on product concept.

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Political Advertising

• It is the positioning stand It is the positioning stand

- eg. India Shining Campaign – 2004 - eg. India Shining Campaign – 2004 by BJP or Jai Ho campaign by UPA.by BJP or Jai Ho campaign by UPA.

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Social MarketingSocial Marketing

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Social awareness marketing Social awareness marketing involves the analysis, planning, involves the analysis, planning, execution and evaluation of execution and evaluation of programmes designed to programmes designed to influence the voluntary behaviour influence the voluntary behaviour of target audience eg. health of target audience eg. health promotion, road safety, dowry, promotion, road safety, dowry, drugs, aids, senior citizendrugs, aids, senior citizen

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• Social marketing do not necessarily Social marketing do not necessarily promote an organization but promote promote an organization but promote a cause. So that human behaviour a cause. So that human behaviour can be directed, molded and can be directed, molded and changed. Thereby associating a changed. Thereby associating a organisation with a cause. organisation with a cause.

• If the cause is recalled, automatically If the cause is recalled, automatically organization/brand is recalled.organization/brand is recalled.

• Jago India Campaign – by Tata TeaJago India Campaign – by Tata Tea

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• Social marketing gets higher Social marketing gets higher consumer connect and brand consumer connect and brand recall as consumer do not view recall as consumer do not view this campaign as ad.this campaign as ad.

• The image of organization is The image of organization is enhanced due association with enhanced due association with social cause.social cause.

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Rural Marketing• Rural marketing are tomorrows market Rural marketing are tomorrows market

and marketers should know how to and marketers should know how to penetrate, and harness their market.penetrate, and harness their market.

• Rural market in India is undergoing a Rural market in India is undergoing a socio-economic change.socio-economic change.

• Information technology has helped the Information technology has helped the penetration of market more.penetration of market more.

• The self help group and access to easy The self help group and access to easy funds have made this market more funds have made this market more lucrativelucrative

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• Rural market is growing at a rate Rural market is growing at a rate of 25% per annum.of 25% per annum.

• In general the literacy rate of rural In general the literacy rate of rural population has increased.population has increased.

• Rural population is strongly guided Rural population is strongly guided by reference group – primary by reference group – primary health workers, doctors, teachers, health workers, doctors, teachers, panchayat members.panchayat members.

• Brand conscious has increased for Brand conscious has increased for FMCG and durable products.FMCG and durable products.

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Campaign by Companies in Rural

India• ITC e-chaupal – Internet Kiosk set up at ITC e-chaupal – Internet Kiosk set up at

chaupal for giving information on crop price, chaupal for giving information on crop price, weather forecast, fertilizer, loans etcweather forecast, fertilizer, loans etc

• Project Shakti from HLL – a self help group Project Shakti from HLL – a self help group (SHG) for promoting and selling products.(SHG) for promoting and selling products.

• Mahindra and Mahindra’s Shubh labh stores.Mahindra and Mahindra’s Shubh labh stores.

• Kisan credit card issued by various banks Kisan credit card issued by various banks for easy excess to money – Already 41 for easy excess to money – Already 41 million Kisan Card issued.million Kisan Card issued.

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Green Marketing Green Marketing oror

Ecological Ecological MarketingMarketing

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• Green marketing refers to the process Green marketing refers to the process of selling products or services based of selling products or services based on their environmental benefits.on their environmental benefits.

• Organization are using it as new Organization are using it as new marketing tool or competitive marketing tool or competitive advantage.advantage.

• ISO 14020 is a guide to eco labels.ISO 14020 is a guide to eco labels.

integrated marketing communication strategy

Documents

marketing objectives

communications channels

advertising strategyconsists

compelling message

message structure issues

traditional branding

promotional approaches

sales promotion