Transcript BTL Activities

Integrated Mktg. Communication
4/12/2016
Dr.S.C.Makani-IMT
Major Modes of Communication
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Advertising
Personal selling
Sales Promotion
Direct Marketing
Public Relations and Publicity
Word-of-mouth
Events and Experiences
Misc. tools :
4/12/2016
Dr.S.C.Makani-IMT
Advertising
Meaning – ‘Ad’ and ‘Verto’
 Alaque Padamsee’s view
 Def. - “Advertising is any paid form of
non –personal presentation and promotion of ideas
goods and services by an identified sponsor ’’
- American Marketing Association
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4/12/2016
Dr.S.C.Makani-IMT
Strengths & Weaknesses of
Advtg.
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Strengths
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- Brand building
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- Public presentation
- Mass reach
- Scope to dramatize
Weaknesses
- Impersonality
- Monologue , not a dialogue
- Clutter
- Can’t clinch the sale
- Expensive tool . Is it ?
4/12/2016
Dr.S.C.Makani-IMT
Personal Selling
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Dr.S.C.Makani-IMT
Strengths
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Personal interaction
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Flexibility
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Lasting relationships
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Source of market information
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More likely to clinch a sale.
Weaknesses
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Limited reach
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Inconsistent presentation
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Expensive. Is it ?
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Dr.S.C.Makani-IMT
Public Relations
Introduction
4/12/2016
Dr.S.C.Makani-IMT
Marketing Public Relations (MPR)
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Assisting in the launch of new products.
 Brand building
 Positioning
 Building interest in a product category
 Influencing specific target groups
 Defending products during crisis.
4/12/2016
Dr.S.C.Makani-IMT
Public Relations
“ PR practice is a deliberate , planned,and sustained
effort to establish and maintain mutual
understanding between an organization and its
public”
- The British Institute of PR
“ PR involves a variety of programs designed to
promote or protect a co.’s image or its products.”
4/12/2016
Dr.S.C.Makani-IMT
Main PR Activities
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Press Relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling
4/12/2016
Dr.S.C.Makani-IMT
Marketing Public Relations (MPR)
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Assisting in the launch of new products.
 Brand building
 Positioning
 Building interest in a product category
 Influencing specific target groups
 Defending products during crisis.
4/12/2016
Dr.S.C.Makani-IMT
Publicity
“Publicity involves developing and releasing news
stories about an organization,its activities or
products to the media.”
 Publicity can be positive or negative
 Publicity can be planned or unplanned
Strengths
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It is free. Is it? It is cost effective.
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Credibility
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Can reach even those who shun ads.
Weaknesses
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Dr.S.C.Makani-IMT
- Uncontrollable
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Horlics
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Glaxo Smith Kline (GSK) India
 GSK Indian Pharma – Crocin , Eno , Iodex
 GSK Indian Consumer Health care-Horlics,Boost,Maltova
 BTL Activities (JWT)- Focus on Tamil Nadu and WB
# Horlics Activity 2003 – The Kool Skool Fest
# Horlics Wiz Kids 2005
# Horlics O Podu
# Puja Express
# Other Activities
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Dr.S.C.Makani-IMT
Launch of Reebok i Pump shoes
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Addidas took over Reebok globally
Reebok India (1995)- footwear, apparels , sports gear
Objective : To make a star of the product iPump
Product : The shoe automatically inflates
The TVC was done by McGarry Brown, USA
BTL Activities ( McCann Erickson)
- Consumer Loyalty Programs
- Consumer Schemes
- In-store Merchandising
- Internet Advertising and Contests
- Consumer contests on SMS
- Product Demonstrations
4/12/2016
Dr.S.C.Makani-IMT
The communication Mix
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The complexity of the problem
Experience , Experimentation , Guidelines
Factors influencing the communication-mix :
Nature of the product
Awareness
Buyer’s readiness stage
Push Vs. Pull strategy
Comprehension
Stage of the PLC
Market size and location
Conviction
Competitors’ choice of tools
B2B Mktg.
Ordering
Govt. restrictions on advtg. of certain products
Target Audience
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Dr.S.C.Makani-IMT
Integrated Mktg.Communication (IMC)
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IMC = ATL + BTL
The need for IMC
- Orchestration of Comm.tools
(i) Complementarily / leverage the strengths of each other
(ii) One – voice communication
- Different divisions in AAs * Mudra Communication
- Synergy e.g. Tata Indigo , Tylenol , ‘ milk moustache’, Toyota
Innova (Rediff PR )
 Advertising and Personal selling
 Advertising and Sales promotion
Dr.S.C.Makani-IMT
4/12/2016
Advertising and Publicity