Jahangirnagar University

Department/Institute: Institute of Business Administration (IBA-JU)

BBA 2nd Year 2nd Semester Final Examination-2020

Assignment for Final Examination

Course No.# MKT 202

Course Title# Marketing Management

Name of the Student: Yasir Arafat

Class Roll No. # 1959

Examination Roll No. # 192490

Registration No. # 20193550219

Academic Session # 2018 - 2019

Total number of written pages in the assignment #7

Date of Submission: 6th October, 2021

Instructions:
1. Don’t copy from other’s assignment. Copying from others will be punished
severely.

2. The student must submit the assignment online (Google

classroom/email/google form etc.) as the course-teacher prescribes.

3. You must use your name# your EXAM ID only for naming your submitted
file.
Contents
Integrated Marketing Communication: How I See it...................................................................................3
Use of IMC: Case Study- Kintu Jodi Emon Hoto, an Interactive Short film by TECNO..................................3
Campaign Theme:....................................................................................................................................4
Campaign Execution:...............................................................................................................................5
How was the message catered................................................................................................................6
Importance of Integrated Marketing in overall Business Strategy..............................................................6
References...................................................................................................................................................7
Integrated Marketing: A Summary Overview
Integrated Marketing Communication: How I See it
Integrated Marketing. In my opinion, it is the epitome of optimal use of marketing
communication to have a personalized interaction with the audience. Now, when I
say optimal use of marketing communication, I do not mean cluttered content or
advertisement push in every channel available. Rather, it is a beautiful way to
deliver a consistent and personified brand message all through and through. The
communications are designed in such a way that at the heart of it is a unified
approach, making sure that the communication is delivered from the preferred
channels at the same time. However, there has been several other modern
approaches in designing Integrated Marketing Design communication. Some
companies do not follow through the same period schtick! Some companies have
innovated the process to present a direct sequel to the previous campaign. Take
TECNO Sparks Air 6 campaign with Pritom Hasan for example. In October of 2020,
TECNO in collaboration with Pritom Hasan created an integrated marketing
campaign, featuring the versatile Sparks Air 6 in an array of digital
communications. Pritom Hasan is making a reappearance in 2021, engaging with
the brand once more to reinforce the prior message in newer ways. Now, that I
have given my take on the topic, let’s see how academics define it.

I came across a beautiful definition of IMC from Shakeel-Ul-Rehman, Ph.D.,

Research Scholar, Anna University of Technology, Coimbatore, and Dr. M.Syed
Ibrahim, Assistant Professor of Commerce, Government Arts College, Tamil Nadu,
India, in the journals of Researchers World, Paper: Integrated Marketing
Communication and Promotion. According to them, integrated marketing is an
integrated approach to achieving synergy and efficiency in communication. That is,
the message and attitude that a brand conveys must have a consistent look, feel,
and voice. Don E Schultz, the pioneer of Integrated Marketing Communications,
characterizes the process in his book Integrated Marketing Communications:
Putting It Together & Making It Work as a confluence of many marketing initiatives
to give coherence, uniformity, and maximum communication effect! Overall, I
believe it is apparent that IMC is all about remaining on track! To conclude this
part, a quick note: Integrated marketing is a subset of the Holistic marketing
approach. They are not the same!

Use of IMC: Case Study- Kintu Jodi Emon Hoto, an Interactive

Short film by TECNO
The New CAMON i4 by TECNO, is the premium flagship of the brand. TECNO, as a
brand, strives to deliver the unexpected. To engage the high-end users of
smartphones, Tecno in collaboration with WebAble digital launched the country’s
first ever Interactive short film on Valentine’s Day, 2019. The campaign was a
means to feature the new CAMON i4 to the audience in the midst of a Love story.
But how was the campaign any other different brands launching romantic dramas in
valentine’s day? How was the campaign executed through an integrated approach?
Let’s find out.

Campaign Theme: What made the drama “Kintu Jodi Emon Hoto” different was
the presentation of the content. Interactive film, the concept of it was first
innovated by Netflix, with Black Mirror: Bandersnatch. We as viewers are never
always satisfied with how a plot changes, or how the story ends. We always have
an input of our own? What if we could control the story? What if the story had
multiple endings, plot courses, and we could choose as we are viewing it? Enter
Interactive film, which let’s us do exactly that. Realizing the disappointment with
the story telling and story endings of rom-dramas in most Bangalis, WebAble digital
set to launch the first even interactive short-film in Bangladesh, sponsored by
TECNO. The story featured the struggling love life of two doctors who are in a long-
distance relationship, and like the content format suggests, viewers could decide
how the story ends based on the many decisions they could make for the
characters in the short film. The story in total had 4 endings to it, however, the
viewers could experience 29 different paths to each conclusion.
Campaign Execution: The Integrated approach. The campaign was promoted
throughout a series of social media outlets, primarily focusing on digital and social
media. The primary channels used for the campaign promotion were Facebook,
YouTube, Instagram, and Google Display Network. To watch the short film, the
viewer would be redirected to a microsite, where they could navigate the content to
their desire. The promotional mix consisted of a 24 hour live countdown, trailers, 3
original music tracks, statics, and cinematographs.

The actors themselves created Facebook and Instagram shorts to educate the
viewers of how to navigate the short film. After the short film went live, it was
picked up National Dailies, Online portals, and Radio stations. The cast and the
singers even went on Live shows to directly engage with the audience.
How was the message catered: CAMON i4 was at the center stage of interaction
of the campaign. Throughout the drama, the lead cast was interacting with each
other through phone calls and video chats, which highlighted the phone’s feature
strength camera and powerful battery. The priority was kept consistent throughout
all other communication mix. The result was astounding. An average user saw the
film 3 times, with a total of 8 million reach on social media, and the top music video
got 1 million views and 400 thousand engagements. The campaign even won 3
Digital Marketing Awards for the brand in 2019. Customers even went into shops
and asked for the phone the lead actress was using! Now, that’s how you expect
more. A beautiful product of Integrated Marketing came out the collaboration of
WebAble Digital and TECNO.

Importance of Integrated Marketing in overall Business Strategy

The core purpose of Business Strategy is to standout from the competitors, creating
possible brand contact points through which customers can differentiate and prefer
the brand over its competitors. In this modern day, Integrated Marketing
Communication translates that business strategy into reality. Previously, brands
preferred to do promotion only when sales were stagnant, and believed marketing
to be a formality. Brands like Coca-Cola, IBM, Apple, Nike have changed that
perception. Now, the priority is to be on top of customers’ minds, to deliver a value
through media and marketing effort that influences their own beliefs, and keep
them in the loop. How does integrated marketing factor into that? As we establish
the need to be on top of consumer’s mind, we’ll understand the present competitive
sphere is fierce, and customers are exposed to a million brand messages every day.
To break through this clutter of content and brand messages, the best marketers
advise the brand to deliver a consistent message while being creative with the
media, presentation, and association. For example: Nike’s Just Do It. The iconic
slogan is the center of all communication it puts out there. Again, Redbull gives you
Wings is another consumer favorite that doesn’t require the audience to be baffled
by the message. Why? Because Redbull throughout his brand history has supported
adventure, sports, and taking challenges. The brand has established its own
inhouse content company that sponsors, televises, and hosts original extreme
sports. Through all these communication mediums available, these brands are
consistently putting out the core belief, the single consistent message of the brand.
This in turn leads to higher brand recall, higher customer loyalty, and increases
brand likeability overall. This is the power of Integrated Marketing, this is the power
of being Consistent!

References
Digital, W. (2019, Nov 4). Kintu Jodi Emon Hoto Interactive Short-film Campaign for TECNO | Pick-a-Path
Video Case. Retrieved from YouTube: https://www.youtube.com/watch?
v=ENDhBA6Hevw&t=20s

Don E. Schultz, Stanley I. Tannenbaum. (1993). Integrated Marketing Communications: Putting It

Together & Making It Work. McGraw-Hill.

Shakeel-Ul-Rehman, D. M. (2011). INTEGRATED MARKETING COMMUNICATION AND PROMOTION.

ResearchersWorld, 187-191.