WnA1 I5 IMC?

Integrated Marketing Communication is
the practice of unifying all marketing
communication tools - from advertising to
packaging- to send target audience.
persuasive message that promotes company
goals.
The goal of IMC is to create and sustain a
single look or message in all elements of a
marketing campaign.
0VLkVILW CI AMUL ICLŴCkLAM
Amu| Ice Cream was |aunched on 10th Marchţ
1996 |n Gu[aratŦ
Amu| |ce cream was |aunched on the p|atform of
'kea| M||k rea| Ice Cream'
In 1997ţ Amu| |ce creams entered Mumba| fo||owed
by Chenna| |n 1998 and ko|kata and De|h| |n 2002Ŧ
Nat|ona||y |t was ro||ed out across the country |n
1999Ŧ
In Ianuary 2007ţ Amu| |ntroduced 5UGAk IkLL Ǝ
ÞroL|fe Þrob|ot|c We||ness Ice Creamţ wh|ch was a
f|rst |n Ind|aŦ
|ce Creom is mode |rom |resb miIk.
.
It cons|st of |mpu|se products ||ke
st|cksţ conesţ cups as we|| as take home
packs and |nst|tut|ona|/cater|ng packsŦ
1oday the market share of Amu| |ce
cream |s 38Ʒ share aga|nst the 9Ʒ
market share of nLLţ thus mak|ng |t 4
t|mes |arger than |ts c|osest compet|tor
fo||owed by a 7Ʒ market share of
mother da|ryŦ
MAkkL1 5nAkL IN INDIA
A¬cl
3ó%
kwollty (uLL)
8%
voullol
7%
uotsco ooro
=%
kol|oto ¬otro
uolry
3%
Otoors
=2%
A¬cl
kwollty (uLL)
voullol
uotsco ooro
kol|oto ¬otro uolry
Otoors
51LÞ5 ICk CAMÞAIGN
ÞLANNING
5|tuat|on Ana|ys|s
5trateg|c Dec|s|on
Market|ng M|x Dec|s|on
MC too| se|ect|on
8udget p|ann|ng
Message Dec|s|on
Message De||very 5ystem
Lva|uat|on
51LÞ 1ť 5I1UA1ICNAL ANAL¥5I5
Current Market scenar|oť
ŴCurrent sa|es |n Ad|pur and
Gandh|dham
ŴMarket 5hare
Consumer kesearch
1arget Market
1arget Aud|ence
5WC1 Ana|ys|s
CURRENT SALES IN ADIPUR AND
GANDHIDHAM:-
ICLŴCkLAM 5ALL5 ÞLk MCN1n
AMUL ksŦ4Ŧ5 |akhs
VADILAL ksŦ12 |akhs
kWALI1¥ WALL5 ksŦ2 |akhs
C1nLk5 ksŦ8 |akhs
MAkkL1 $HAkL OI AD|IUk AND
GANDH|DHAM
1õ.90¾
45.20¾
7.50¾
80.40¾
MAkkL1 $HAkL
AVuL
vADlLAL
kWALlJ¥
WALL8
OJu|k8
CCN5UMLk kL5LAkCn
Þr|mary datať Þr|mary datať
5amp|e s|zeť30
5amp||ng techn|que ť Conven|ence
Methodo|ogyť Cuest|onna|re and persona|
|nterv|ew of reta||ers
1arget Marketť
Geograph|cť
Customers of Ad|pur and Gandh|dham
Demograph|cť
Ageť A|| age
Genderť Ma|e and Iema|e
1AkGL1 $LGMLN1$
WnLN DC 1nL¥ LCVL LA1ING
ICLŴCkLAM?

28¾
78¾
Wlotor
sc¬¬or
ooy soosoo
WnICn 8kAND DC 1nL¥
ÞkLILk?
52¾
81¾



A¬cl
voullol
kwollty Wolls
Croo¬ boll
Otoors
51kLNG1n5 CI AMUL
ICLŴCkLAM
8õ¾


29¾

15¾
roou No¬o
|osy ovolllbllty
lrlcloo
Josto
Vor|otloo
Goou Auvortlso¬oot
WLAkNL55 CI AMUL
ICLŴCkLAM
48¾
15¾
12¾
14¾
1õ¾
loor ovolloblllty
Josto
lrlco
Auvortlso¬oot
lroucct roooo
ILAVCk 1nL¥ LIkL MC51?
ó%
53%
l7%
l7%
7%
voolllo
Coocoloto
8trowborry
cttorscotco
Otoors
IAC1Ck5 INLULNCING 1nLM
1C ÞUkCnA5L
80¾

82¾


20¾
Jv ou
Nowspopor Au
|rloous
uooruloos
loroots
voouors 8 rostocroots
51kLNG1n5
Cne of Lhe Lop 3 brands ln lce cream lndusLrv ln lndla
lor all aae peopleŦ
Avallable ln manv dlfferenL slzes
Avallable aL reasonable prlces
Pave brands such as suaar free probloLlc prollfe lce
cream whlch ls aood for dlabeLlc people
WLAkNL55
1he durab|||ty of amu| |ceŴcreams |s not rea||y goodţ |t
me|ts very soon
It does not have many out|et centers
Not much preferab|e by young consumers of Ad|pur
and Gandh|dham who are the ma|n customers of |ceŴ
cream
OIIOk1UN|1|L$
Come up w|th new f|avors wh|ch wou|d be
ab|e to attract the youth
1hey shou|d not restr|ct themse|ves to
departmenta| stores |n fact come w|th new
|uxury brands wh|ch can be ava||ab|e |n
hote|sŦ
1hey shou|d focus more on the|r advert|s|ng
and market|ng strateg|es
Cffers shou|d run a|| throughout the yearŤ
not on|y |n summers and shou|d emphas|ze
for spec|a| occas|onsŦ
1HkLA1$
1be biqqes| |breo| |or omuI, ice-creom indus|ry
wouId be i|s compe|i|ors. ||s ronked 8rd in |be
|ndion morke| .
1be commission qiven by compe|i|ors |o re|oiIer
is biqber |bon |bo| o| AmuI.
|| |oces |ouqb compe|i|ion |rom |be unorqonized
sec|or os weII.
,A8kL1lnC C8!LC1lvL
locrooso lo solos by 20% Iro¬ ks. 5=
lo|os to ó5 lo|os wltolo o yoor.
(locrooso ll lo|os ks. o yoor)
MAkkL1 CCMMUNICA1ICN
C8ILC1IVL
VTo create awareness oI availability oI Amul
Ice cream in market
VMotivate present Customers to buy more
oIten
VTo expand the market oI Gandhidham &
Adipur.
MAkkL1ING CCMMUNICA1ICN
IUNC1ICNAL AkLA C8ILC1IVL
Advert|sements Ŵ Lo creaLe awareness of
avallablllLv
Ŵ 5a|es promot|on Ŵ Lo aLLracL new cusLomers
Ŵ 1rade promot|on Ŵ Lo moLlvaLe dealers and
reLallers Lo sell Amul lce
cream
Ŵ Þersona| 5e|||ng Ŵ Lo lncrease sales
- DeveIop posi|ioninq s|ro|eqy:
As o proucct oI A¬cl co¬pooy
Iroduc| Cboroc|eris|ics:
Jooolblo.
- vorlotlos oI Ilovor
- DlIIoroot slzo
- Goou loc|ooloo
lotooolblo.
- lroucct oI A¬cl
- Ocollty
- Josto
- kool Vll| (oo Irozoo uosorts)
lklC| Vlx
Type of Ice cream
Qty Price
FamiIy pack 1.25Itr Rs.130,150
Tri cone
50,120,150mI
Rs.10,15,20
Frostik 60,70mI Rs.12,18
Candies
Stamina candy
60mI Rs.5
Rs.8
Cups 50,100mI Rs.10,15
Cassatta 150mI Rs.25
Ice cream cake Rs.225
ProIife Probiotic 125mI to 1.25Itrs Rs.15 to 130
ProIife sugar free 125mI to 1.25Itrs Rs.20 to 150
ÞkCMC1ICN MIk
5a|es Þromot|on 5chemes for customers
Cb[ect|veť attract new customers
1rade Þromot|on for dea|ers and reta||ers
Cb[ect|veť to mot|vate reta||ers to recommend the
product
Advert|sement by hoard|ngsţ Ads |n newspaper
Cb[ect|veť to create awareness of ava||ab|||ty |n the
market
Þersona| 5e|||ng by sa|espersons
Cb[ect|veť to |ncrease sa|es
DI51kI8U1ICN MIk
AMUl
D|$1k|8U1Ok
kL1A|lLk
CU$1OMLk
Adver|isinq
Auvortlso¬oot lo oows popors
uooruloos
$oIes Iromo|ion
8oosoool oIIor
(o× cootoloor Iroo)
|voot ÷ Oclz oou rooooll co¬potltloo
8toros lo coosc¬or Iolrs
Dlscocots
1rode Iromo|ion:
- Jo olvo ooy trlp or oIIor sllvor colo lo Iostlvo soosoo
or o×tro co¬¬lssloo.
- olvo lro llIo oou scoor Iroo lco croo¬ Iroo Ior 2
¬ootos to rotollors lI tooy ocolovo toroot solos.
IersonoI $eIIinq:
- Jo oppolot solosporsoo woo cooc|s too ovolloblllty
oI A¬cl lco croo¬ rooclrou by ovory rotollor.
1osk Ls|imo|ed cos| (in ks.)
Adver|isemen|:
Ads in newspoper
[12m|bs(Lvery $undoy)¹ks.4500]
54,000
Hoordinqs
(2¹8m|bs¹ks.5000)
80,000
Menu bor
(õ0re|oiIers.¹85ks.)
IompIe|s (15000 in no. ks.4[pompIe|)
2,100
õ0,000
$oIes Iromo|ion
Ies|ivoI o||er (8o× con|oiner) Ics.1500¹ks.12)
18,000
Lven| -konqoIi compe|i|ion
Ouiz compe|i|ion
25,000
15,000
1rode Iromo|ion
Dis|ribu|or O||er
50,000
ke|oiIers O||er
80,000
ILk$ONAl $Lll|NG
$oIesperson(1¹ks.5000¹12)
õ0,000
1O1Al
8,44,100
MY ML$$AGL DL$|GN
8top 7. Voulo ¬ossooo uollvory
8ysto¬
Auvortlso¬oot
- Auvortlso¬oot wlll bo olvoo lo kctco¬ltro ovory
¬ooto oo 8couoy
- |ostlvol oIIor l.o., olvloo o× cootoloor wlto Io¬lly
poc| oo Dlwoll oou Corlst¬os
- |voot ÷ kooooll oou Oclz co¬potltloo lo scoools
oou collooos
uooruloos. Noor Collooo coroor lo Aulpcr
- Noor kou Cross lo Goouoluoo¬
8top 8. |volcotloo
Cooc| wootoor ouoocoto scpply oI A¬cl lco croo¬
oro roocoou Iro¬ ulstrlbctors to rotollors
Cooc| solos lovol oo ¬ootoly bosls
Cooc| wootoor stops to|oo oro l¬plo¬ootou
proporly oo tl¬o
As too ouvortlso¬oots oI A¬cl bcttor oro olvoo lo
Ill¬y woy, too so¬o sooclu bo uooo lo coso oI A¬cl
lco croo¬.
|voots sooclu bo spoosorou ¬oro.
lo¬plots sooclu bo ulstrlbctou ooor scoools oou
collooos.

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