raj anand imc project 1

8/14/2019 Raj Anand IMC Project 1

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Integrated Marketing Communication

For

Kara Skin Care Wet WipesA Product by Aditya Birla Group

By Raj Anand

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Hiiii friends please see the presentation.

And insert your part accodingly. Make

sure your contribution should be enoughso that you can answer to the versha

madam.

If you are not interested to do your part

please let me know. So that presentation

should be complete.


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Role of each member

Shakula Public relation

Raj personal selling, Outdoor acivities

Sharma sales promotion

Talyani Advertising print media

Sunil radio Advertising, AndEditing part


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Advertising

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Advertising

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Advertising

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i

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Personal Selling, Outdoor

Campaign

Road Shows, Exhibition, DirectMail etc.

ByRaj Anand


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Extensive Retail Presence

High Reach Retail Presence- Education through promoters-Sampling at the Point of Sales-Clutter Breaking FSUs


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Outdoor Campaign

High Visibility Outdoor Campaign through a

mix of outdoor media-Hoardings-Bus Shelters-Utility


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Road Shows & Mall Activations

Kara Skin Zones at Malls /

Kara Road Shows at Key

MarketplacesComplete rejuvenation ritual with

Kara beauticiansFresh natural ingredients to draw in

crowds

Consumer engagement game to

match variants to usage triggers.

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Personal Selling

Sales representative go to the different

institute for the promotion of their Goods.

We talked to Mr. Inderpreet Sodi (area

sales manager) and and Mr. Ravi.

They Generally go to BPO, hospitals,

Aviation Industries (Kingfisher is present

customer), Beauty parlor, Pharmacy

Company, retailers etc.

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P S ..

The Process they Adopt is as follow..

At first they go to anycompany or institute and try to meet the

concern person and show their PPT.While presentation they try to convince theprospective customers

And after observing theinterest they decide the number ofsamples to be given.

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P S.

They do not do proper prospecting . Generallycold calls are made.

We tried to know the role of personal selling

from the company point of view.

Mr. Sodi told us The role os personal selling is very important in institutional

selling.

As the prospective order is in big quantity we need to domore personalize the deal

They also provide the facility ofcustomization on thedemand of more than one lack pcs.

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We asked them what problems they face in

personal selling

In the initial stage when the sales volume is low it isvery difficult to manage the sales representative in

terms of cost.

Giving training is also an area of concern .

What margin do you give to the institution anddifferent retailers.The Distributors Margin is About 9%

The retailers margin is about 16%

And the percentage off what we give on mrp

for the different institution varied from 20%

to 30% according to the quantity

demanded.

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Who you design these promotional Activities.Where the big amount is to be invested companys

specialised people come from the head office.

For example advertising in teevision.

But the road shows, Sampling at the Point of Sales

Clutter Breaking FSUs etc, are designed by The area sales

manager .

We have to make a PPT about the whole activities.

Objective, prospective result , cost involved etc. should

mention in PPT. And we get approval from the company.

Even the amount for display to be given to any retailer

need to examine in the different stages.

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Ps..

How the sales

persons are

recruited ?

After identifingthe need of Sales

person generally

internal

recruitment is

done in our

department.

What is the most

important thing you

considered while

selection ?Experience

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P S Suggestion and Recommendation

From my point of view They need to do nichemarketing and need to personalize the deal. For institutional marketing like pharmacy, IT,

BPO companies, They can afford to keep theprice low provided that it does not affect their

retail sales. Personal selling is needed for capturing the

untapped market. They need to act swiftly because competitors will

shortly divert their attention to untapped marketand competition will become stiff. (From oursources we came to know that Ginni, one of theircompetitors in Chandigarh are covering thepharmacy companies very fastly.

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Sales Promotion

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Public Relation


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Year Round Magazine Visibility

Opening DS, gatefolds across all top magazines ( Femina, Filmfare, Womens Era, Grazia,Elle, Cosmopoliton)

Sustained through the year

Places it at par with international skin care brands


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1 Month Newspaper

Campaign

Complete clutter breaking print

campaign in the Hindustan Times

main edition (No.1 newspaper in

delhi)

Frontpage flap on the 17th Sunday

(Election Result Day)

Followed by 3 consecutive front page

solus ads for next 3 weekends


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Outdoor Campaign

High Visibility Outdoor Campaign through a

mix of outdoor media-Hoardings-Bus Shelters-Utility


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Extensive Retail Presence

High Reach Retail Presence- Education through promoters-Sampling at the Point of Sales-Clutter Breaking FSUs


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Road Shows & Mall Activations

Kara Skin Zones at Malls /

Kara Road Shows at Key

MarketplacesComplete rejuvenation ritual with

Kara beauticiansFresh natural ingredients to draw in

crowds

Consumer engagement game to

match variants to usage triggers.


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Amity Business School

Thank You

For further queries, suggestions or

comments

[email protected][email protected]

Mob. No. 9899413801
mailto:[email protected]:[email protected]

raj anand imc project 1

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