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Mktg Strategy Assign-2

Marketing Management (Alliance University)

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Assignment -2
Question:
Choose a brand of your choice and discuss as to how this brand currently uses various elements of
the integrated marketing mix while delivering value to its target market. Study across all the
marketing mix elements and analyse the extent to which they are used in this brand’s integrated
marketing programs. You should consider how all the marketing mix elements such as the brand
name, price, retail channels and other marketing elements communicate with the company’s
target audience. Are all the marketing tools used by the brand integrated and sending a consistent
image and message for the brand? Provide your recommendations for betterment of the same.

Ans:

Integrated Marking Communications Mix entails co-ordinating the organisation’s

promotional mix (communication elements - advertising, sales promotions, personal selling,
public relations (PR) & direct/online marketing) to communicate a clear, consistent &
compelling company & brand message. The IMC program must blend these elements to
inform, persuade, remind & reinforce their attitudes/perceptions most effectively at each
brand contact.

IMC Mix Elements

1. Advertising – a paid non-personal presentation & promotion of ideas, goods or services by an
identified sponsor

 Advantages – repeatedly reach masses of geographically dispersed buyers at a low cost

per exposure, increases legitimacy, large scale advertising positively related to seller’s
size, popularity & success, dramatise sound/motion
 Disadvantages – costly, impersonal, 1 way communication, may not be as persuasive as
salespeople (no response)

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2. Sales Promotion – short term incentives to encourage the purchase of a goods or services

 Advantages – attract consumer attention, incentivises quick purchases, dramatise

product offers to boost sales
 Disadvantages – sales promotion effects are short lived, don’t effectively build long run
brand preference & customer r/ships like advertising & personal selling
3. Personal Selling – a personal presentation by the firm’s sales force to make a sale & build
customer relationships

 Advantages – used in B2B marketing, effective tool in certain stages of buying process,
can build buyer preferences, convictions & actions, personal interaction, flexible (can
adjust), buyer feels a greater need to listen/respond
 Disadvantages – sales force requires longer term commitment than advertising, most
expensive promotional tool
4. Public Relations – building relationships with company publics via favourable publicity,
corporate image & media handling

 Advantages - very believable (news stories, sponsorships & events), reach those who
avoid ads/salespeople, dramatise a company or product (gets to the buyer as ‘news’)
 Disadvantages – can backfire
5. Direct & Online Marketing – direct connection with carefully targeted consumers to gain
immediate response & long term relationships

 Characteristics – less public, immediate, customised, interactive e.g. direct mail,

catalogues, online, telemarketing
 Interaction with targeted consumers (individualised) - dialogue - adjust messages to be
highly targeted - build long term 1 to 1 relationships.

Example: NIKE (IMC)

What makes a good integrated marketing campaign? Analysts like Marissa Gluck of New York-based Jupiter
Communications say it's consistency: "The look and feel must be the same offline and online." Nike
"Whatever" campaign not only was consistent, it was ground breaking--so ground breaking that major
TV networks almost refused to run it.
`
The campaign was also effective in driving traffic both to Nike's original site and to
the whatever.nike.com site created specifically for the campaign. According to New York-based Media Metrix,
unique visitors to Nike.com went from 589,000 in January to852,000 in February, when
the campaign reached its height.Whatever.nike.com garnered 524,000 unique visitors
in February(Media Matrix’s figures for January and March were too small for an accurate sample).

Example: IBM ONLINE and OFFLINE Integrated Campaign

IBM introduced the now-ubiquitous red "e" logo that looks like an @sign, designed, says
Steve Hayden, president, worldwide brand services for IBM at Ogilvy, to capture the "Internet
symbology. “The e-business campaign launched Oct. 7, 1997, with an eight-page insert in The

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Wall Street Journal. It was followed by TV and print ads that talked about various Internet
issues.

By the end of 1997, knowledge of e-business was up 25 percent among its core target audience
of competitors, according to Ogilvy, as was the concept's association with IBM.

Patanjali Ayurveda Ltd a Band / Company IMC study:

A Personality- Led Brand
Patanjali is a personality-led brand with Baba Ramdev being its ambassador.
The connection is so strong that for majority of the consumers, Baba Ramdev is the brand.
Baba Ramdev embodies what Patanjali is all about. "The difference between him & regular
brand ambassadors is he lives the brand. There is no gap between what he espouses and
what Patanjali wishes to communicate.

Pre-Launch Latent Preparation

A close look at the journey of both Patanjali and Baba Ramdev and we get to know that
there has been a rigorous yet latent preparation in setting up a target market and
propagating to them the values that Patanjali would eventually embody.
Success root of Patanjali Ayurveda goes back decades when Baba Ramdev started his
campaign of Yoga / Bharat Swabhiman / Swadeshi Abhiyan. During his campaign, a
latent message was seeded deeply in the subconscious mind of the consumers
over the years by making aware people for healthy life with swadeshi products.
Hence a Psychological latent need was created well years before in consumers mind for
such products which can provide him and later on conversion of this latent cues into active
triggers to accept Patanjali hence movement of consumers to purchase the same.

Patanjali Logo
Patanjali’s logo clearly communicates all the values that Baba Ramdev and the
company stands for. The simple design and white background speak for the simplicity
and purity of the brand’s products. The logo has the following main components, each
signifying a different value.

The symbol of ‘Om’- the core of the Hindu religion and Indian traditions forms the core of
Patanjali’s logo- representative of a key value propagated by Ramdev- Go back to Ayurveda.

Content Marketing: The Core of Patanjali’s rather Baba Ramdev’s IMC Strategy
Let’s begin with understanding what content marketing is. It is creating and distributing
relevant and valuable Content to attract, acquire, and engage a clearly defined and
understood target audience. In simpler terms, attracting consumers to our product, not by
bombarding them with incessant ads but by educating them on the general sphere where
we operate.
Patanjali following a Non-Pushy communication strategy. When someone forces us to try
out a product we might have a bias to reject it as overselling.
Patanjali overdid even its own stupendous record in the distribution department. There is
hardly any village, any city in India where one cannot find these products.

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Advertising and at the same time, not advertising

Ramdev promotes Patanjali products during his yoga sessions and discourses (which are
aired on Aastha channel a spiritual channel in India and this is how Baba Ramdev
developed a massive fan following), weaving it cleverly into his narrative and ensuring his
followers also become users of his products. Direct communication is far more effective to
put it convincing impressions in consumers mind because an emotional feeling can be
transferred and felt by communicator and consumer both resulting higher degree /
chances of consumer tending to act for communicated message

Going Traditional Finally

Though Patanjali had always focussed more on word of mouth and promotion of products
by Baba Ramdev’s followers, but lately they did start to move to traditional medium of
communication, though in a restricted, unconventional manner. The firm believes in the
policy of informative campaigns, not commercial campaigns. Also it wants to restrict ad
spend to a maximum of 2 % of its turnover. Other companies spend heavily to persuade
people to buy their products. We simply want to inform them about our products

Modernising Strategies with Time

The company has its own online portal to order products in India and abroad. Its also in talks
with Amazon. From franchise based model, the company has entered the traditional retail
model (recent tie-up with Big Bazaar making way for entry of Patanjali into modern retail)

The fundamental philosophy of Patanjali has always been to target families and the older
generation but they have started changing their strategy to attract the youth too.

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How successful has the strategy been so far:

The popularity of the company’s products in households (I saw the example at my home. My
family which was never a brand loyalist, is now an ardent follower of the brand), tie-ups
with retail giants like Big Bazaar, partnerships with DRDO and Khadi Bhandar and Amazon,
presence in international markets with almost negligible expenditure on advertising
and promotion- all this shows how successful the company has been. The best part about
the company’s strategy has been that it has gained customers by affecting their core beliefs-
and this is the ideal way of gaining long-term customers.

Recommendations
The company has been doing well till now because it has been into a franchise model
and the fan following of Baba Ramdev has helped reach the company such heights.
But this model and the current target market (the fan base) is on the point of reaching
Saturation. This is why the company has decided to enter the traditional retail model.
To succeed in this sphere, the company will have to change its policy. With such stiff
competition, the company will have to move towards traditional mediums of
communication, with more focus on TV advertisements.
The company also needs to pay more attention towards its social media assets-
generate more user activity. These assets can be of great value especially to connect
to the youth, something that Patanjali has not been able to do so well till now.

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