Professional Documents
Culture Documents
Integrated Marketing
Communication
Objectives
To introduce new products
To attract new customers and retain the existing ones
To maintain sales of seasonal products
To meet the challenge of competition
Tools
Exchange schemes
Price-off offer
Coupons
Scratch and win offer
Money Back offer
Maggi Noodles or Retailers sales promotion initiatives
Working Women
Health conscious
people
STPD Analysis
Segmentation to
Differentiation:
■ Classic Noodles –
5 – 10 yrs.
■ Veg. Atta Noodles –
Health Conscious.
■ Rice Mania –
Teenage
■ Cuppa Mania – Office
goers, Working
women.
Cont….
Mass marketing has become segmented marketing
Media fragmentation