The purpose of this paper is to discuss the planning process of integrated marketing communication. The integrated marketing communication has become more important for managing the marketing process.
Companies evaluate the impact the messages on customer attitudes and responses and adjust their marketing communication plans accordingly. Planning provides direction for creating and delivering brand messages.
About Water Purifier
Water Purifier does water purification and Water purification is the process of removing undesirable chemicals, materials, and biological contaminants from raw water. The goal is to produce water fit for a specific purpose. Most water is purified for human consumption (drinking water) but water purification may also be designed for a variety of other purposes, including meeting the requirements of medical, pharmacology, chemical and industrial applications. In general the methods used include physical process such as filtration and sedimentation, biological processes such as slow sand filters or activated sludge, chemical process such as flocculation and chlorination and the use of electromagnetic radiation such as ultraviolet light.
The purification process of water may reduce the concentration of particulate matter including suspended particles, parasites, bacteria, algae, viruses, fungi; and a range of dissolved and particulate material derived from the surfaces that water may have made contact with after falling as rain.
The standards for drinking water quality are typically set by governments or by international standards. These standards will typically set minimum and maximum concentrations of contaminants for the use that is to be made of the water.
It is not possible to tell whether water is of an appropriate quality by visual examination. Simple procedures such as boiling or the use of a household activated carbon filter are not sufficient for treating all the possible contaminants that may be present in water from an unknown source. Even natural spring water - considered safe for all practical purposes in the 1800s - must now be tested before determining what kind of treatment, if any, is needed. Chemical analysis, while expensive, is the only way to obtain the information necessary for deciding on the appropriate method of purification.
According to a 2007 World Health Organization report, 1.1 billion people lack access to an improved drinking water supply, 88% of the 4 billion annual cases of diarrheal disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8 million people die from diarrheal diseases each year. The WHO estimates that 94% of these diarrheal cases are preventable through modifications to the environment, including access to safe water. Simple techniques for treating water at home, such as chlorination, filters, and solar disinfection, and storing it in safe containers could save a huge number of lives each year
MAJOR PLAYER IN WATER PURIFIER INDUSTRY:
Eureka Forbes, part of the Shapoorji Pallonji Group's Forbes Gokak, operates in over 92 cities in India and employs over 6,000 individuals. Eureka Forbes were the first to introduce domestic water purifiers - the Aquaguard - model - as well as vacuum cleaners to India in the 1980s.
In order to introduce these previously unknown products to a society in which nationwide commercial campaigns were an impossibility, the company had to pioneer another innovation - direct selling. The corps of suit-clad Eureka Forbes salesmen were the first such in the country and were a tremendous success. They are now Asia's largest direct selling organization with a 5,000 strong direct sales force touching 1.25 million Indian homes and adding 1,500 customers daily.
Such was the success of Eureka Forbes that Aquaguard has now become a synonym for water purifier in India, like Xerox for photocopying.
ABOUT INTEGRATED MARKET COMMUNICATION:
Creating a message and sending it to it receiver is called the marketing communication process.
The message might become interrupted or disturbed by unplanned static or distortion, which result in the receiving getting a different message than the one the sender sent. This interruption called noise is disturbing both the message and the channel through which it is send. Advertising agency acts as an intermediary for the company in their integrated communication process.
Today marketer needs to focus their promotional effort in order to punch through the noise barrier and reach the target audience. IMC is a concept of marketing communication planning that recognize the added value of the comprehensive plan that evaluate the strategic roles of variety of communication disciplines(general advertising, direct response, sales promotion and public relations) and combine these disciplines to provide clarity, consistency and maximum communication impact. Even through marketers where slow to adapt this as a part in their planning process, IMC is today widely acknowledged as a key for superior communication. There are many of fundamental elements that need integrating in the IMC planning process. They include: employees, technology and agency, promotional tools, messages, structures, brands and relationships.
It is necessary to explain the difference between the terms integrated marketing communication (IMC)and integrated marketing. Integrated marketing is concern with strategic issues and the management of strategic assets-particularly concept 4C which include customer, cost, convenience and communication. Integrated marketing communication has its primary concern the communication or promotion function. Promotion is a subset of marketing mix (fourth P: product, price, place and promotion) and IMC is a subset of integrated marketing. Characteristics of IMC include: First, IMC is comprehensive, coordinate and institution wide - because it has its goal the communication of strategic messages. It must be able to draw on the full range of resources: people, budget and time.
Second, IMC focused on strategic communication, not merely promotion. Strategic communication involves careful listening. Third, IMC has as its goal the transmission of mission-critical values and messages not simple slogan and themes, but enduring messages that represent the core values that grow directly from the company's mission and vision. And finally, IMC seeks to communicate in ways that target audiences notice, understand respond to. IMC recognizes that some audiences are strategic importance and that company must develop segment-based, often highly customized, messages that meet the needs of strategic audiences.
THE PLANNING PROCESS OF IMC
The first step in the IMC planning process is to review the marketing plan and objectives. Before developing a promotional plan, markets must understand where the company (or the brand) has been-its current position in the market, where it intends to go, and how it plans to get there.
- Review of marketing plan (examine overall marketing plan and objectives, competitor analysis, role of advertising and promotion).
- Analysis of promotional program situation (External and Internal analysis).
- Analysis of communication process (Analysis receiver's response process, source, message, channel factors, establish communication goals and objectives.
- Budget determination (set tentative marketing communication budget, allocate budget).
- Develop Integrated Marketing Communication Process (Advertising, Direct marketing, Internet marketing, Sales promotion, Public Relations/Publicity, Personal selling)
- Integrate and implement marketing communication strategy (create and produce ads, purchase media time, space, design and implement promotional mix programs).
- Monitor, Evaluate and Control Integrated Marketing Communication Programs (take measures to control and adjust promotional strategies.
According to these six steps of IMC planning process are:
- Identification the target audience,
- analyzing SWOT,
- determining the MC objectives,
- developing strategies and tactics,
- setting the budget and
- Evaluating and evaluating the IMC program.
Each methodology of IMC planning process needs to answer on three questions;
- What are our communication objectives?
- What is the brand attitude strategy?
- What do we want people to do as a result of our communication?
RELATIONSHIP BETWEEN IMC AND BRAND BUILDING
This relationship is present on the Market orientation represents the culture of the organization through the adoption of the marketing concept and the systems and process that underlie being market oriented. Brand orientation represents the functional or business-unit focus on brands and brand strategies that support strong customer and stakeholder relationship.
IMC in this model represents the development of integrated marketing communication to achieve started brand and communication objectives and also provide the bridge between brand strategy and actions taken to build the necessary customer and stakeholder relationships.
Relationship between market, brand orientation and IMC
IMC draws on the cultural predisposition to work cooperatively, leveraging the market and customer-sensing mechanisms of the organization to devise message and media strategies. For the most part, the primary competitive advantage most marketing organization will employ in the twenty-first century will be perceptual brand value. By extension, marketer must compete at the customer level with brands, branding and brand communication.
The challenge for brand communication managers must be build brand value for the both the customer and the organization. Too often brand building communication considers only one or two of the customer groups that the brand must serve. The communication manager must consider, reach, and motivate all customers and prospects for the brand. The second important factor in developing effective brand communication program is that, given the changes that have occurred and those to come in the twenty-first century marketplace, communication must move from a supporting role in a marketing effort to a leadership role in the organization. The brand moves from being an identifier of a bundle of product features, pricing and distribution to being the trust, quality and relationship value that the customer is buying. Communication moves from being a supporting, tactical player to that of prime motivator in the purchase decision. The twenty-first century marketplace is a marketplace of relationships and the brand must provide relationship between the marketer and its customers.
FORMULATING THE IMC PROGRAM
The model of communication planning consists of 6M's model:
- Market - To whom is the communication to be addresses?
- Mission-What is the objective of the communication?
- Message-What are the specific points to be communicated?
- Media-Which vehicles will be used to convey the messages?
- Money-How much will be spent in the effort?
- Measurement- How will impact be assessed after the campaign?
The market, mission and message part is basically figuring out the strategic and tactical objectives of the communication campaign, who is being target for impact, the desire impact on the target and the specific message to be delivered. We can analyze the consumer situation in the terms of stages in the purchase and consumption process. In the cognitive stage (unaware of product, awareness, knowledge) the communication job is to put some facts into the mind of consumer. The cognitive stage sets the foundation for an affective stage (liking, preference, conviction) wherein the prospect develops a feeling toward the new products. The process ends with an action advancing to the behavioral stage with a purchase of a product.
Integrated market Communication of Shudh Jal
I designed promotional strategy for my water purifier. As we already know that we are going to launch the new water purifier for our company. So we uses different kind of promotional strategy to promote our product. Like:
We will choose the new brand ambassador for our water purifier. And we choose Katrina Kaif as a brand ambassador of my company. We will launch our product through an event which is organized in New Delhi. In this event she will tell the benefits of water purifier to the audience.
Sales promotion, a key ingredient in marketing campaigns, consists of a a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or service by consumers or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.
Prominent Sales Promotion Sachems used by Shudh Jal.
Shudh Jal presented 2 Shudh jal each to the first three winners of the Shudh jal Battle Offer form Delhi. According to the promotional offer that Shudh jal unveiled in June 2008, a sales person sale more than 500 Shudh Jal in one month.
Not only must the company relate constructively to consumers, suppliers and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objective. PR involves a variety of programs designed to promote or protect a company's image or its individual product.
Shudh Jal PR activities:
- Press relations:
- Sudh Jal has been maintaining constant communicating with its consumers and the potential customers, of the various developments taking place in the brand by using press relations.
- Sudh jal organize an event in New Delhi in 1st November in Dwarka sec-14 in a grand way by unveiling Katrina Kaif as their brand ambassador, Kareena Kapoor, Lara Dutta graced the event and made its special. All the stars endorsed Sudh Jal in the past.
Coming up with limited edition of the brand is also a way of attention towards the brand. It creates a buzz and a urgency to try out the product and helps in promotion of the brand. This strategy was also implemented by Sudh Jal by bringing out limited editions.
The Sudh Jal Trade Character or Logo is present prominently on the package.
POINT OF PURCHASE:
The Sudh Jal is not given a notable placement on the shelves of different shops & departmental stores for its sales promotion. Usually the company goes for wide display in the stores where it potential for its products. Different eye-catching decorations are made inside the store and in the showcase for outside display. These arrangements for outside display. These arrangements are made with the assistance of the sales people of the company.
The message that the product reflects in its advertisement is the one that is usually narrated by the corporate itself. Advertising is any paind form of non-personal presentation and promotion of ideas, goods and services by an identified sponser. Ads can be a a cost effective way to disseminate message, whether to build a brand preference or to educate people.
The integrated marketing communication Plan:
The marketing communication plan originates from the marketing plan and is an integral part of the latter. The IMC objectives are laid down so as to fulfill marketing goals. The IMC plan selects the right communication tools, integrates them, plans accompanying media and messages, and also allocates the communication budget to various tools. IMC is also responsible for managing how other tools of marketing viz. product, price and distribution, communicate to audience.
In keeping the view of these points we are also designed the IMC plan for my water Purifier that is "SHUDH JAL". To fulfilling these we made a IMC planning process in which certain steps are involved:
The Situational Analysis:
Like the marketing plan, the promotional plan also begins with an analysis of factors that are relevant to the promotions situations. So we have analyzed the Situations of the water purifier :
It includes product's benefit, quality, packaging, price, image, availability, features, unique selling point. So, Shudh Jal also follow these factors in the Product Situation:
- Provide 100% pure and safe water.
- Protect you and your families from various water diseases.
- It removes all the impurities from the water.
Shudh Jal has unique brand image in the Indian market due to these following factors:
- Direct marketing of consumer appliances.
- Importance of sales force.
- Customer Relationship Management.
- Advertising strategies in consumer appliances industry.
As we have Direct Marketing strategy so it is available in all the places of India. The main branch of Shudh Jal is in Dwarka, New Delhi the other branches is in:
- Patna etc.
Unique Selling Point:
Shudh Jal followed the globally 'tried and tested' direct selling route for marketing its products in India, thus become one of the first direct selling companies in India. The company believed that its core strength is its people. The caselet provides details about the company's advertising strategy that projected a friendly and trustworthy image of its salespersons. It discusses the Customer Relationship Management (CRM) initiatives of Shudh Jal. Finally, it analyzes the change in advertising strategy and positioning by Shudh Jal.
Promotional strategies adopted by direct and indirect competitors, their positioning, strengths and weaknesses, budget spend. Shudh Jal has also a direct competitor Eureka Forbes. Eureka Forbes has an unique Brand image in the Indian Market. Mostly Indian buy's their famous product Aqua Guard, so it has a great strength in the Indian Market.
SWOT analysis of the Shudh Jal.
- Direct marketing of consumer appliances.
- Importance of sales force.
- Customer Relationship Management.
- Advertising strategies in consumer appliances industry.
- Less selling service.
- Less no of employees for delivery.
- Less water purifier companies in India, so it has an great opportunity to expand its business.
- As Shudh Jal is an Indian Brand so it is familiar with the Indian People and it can deliver their product in all the places of India.
- Eureka Forbes is a great threat for the Shudh jal. Because it has good image in the Indian Market.
DETERMINE A PROBLEM OR OPPORTUNITY:
The situational analysis done in step-1 helps a company identifies problems and opportunity concerning communication. IMC plan can solves problems like lack of awareness or knowledge, negative attitudes, misconception about the product, poor image, lack of motivation to act, inadequate coverage of audience through communication etc. It can also aid other tools of marketing, viz. product, price and distribution by focusing attention on or away from them, or by justifying them.
Shudh jal identifies the problem and opportunity concerning communication. For this we have using advertisements as well as online contest. And giving prize also to aware people about our brand.
DETERMINE THE COMMUNICATION OBJECTIVE:
Communication objectives flow from the marketing objectives.
Shudh Jal made advertisement for their promotion and the main objective of Shudh Jal is to provide 100% pure and safe water to their customers. By using these kind of strategies it also gain sizeable market share in the stagnant water purifier segment by courting the value-conscious consumer. However the challenge was to do this without getting low price and cheap quality.
Hence, the marketing communication strategy emphasized establishing Shudh Jal is 100% pure and safe.
DETERMINE THE BUDGET:
After setting the communication objectives, Shudh Jal has to estimate how much money will going to spend on the promotional programme. Shudh jal has to consider on the various issues before spending the money on the promotional programme. The issues like, how much programme will cost, how much it can afford, how much Eureka Forbes is spending? These are the several methods for estimating the budget of the promotional programme of the Shudh jal:
DEVLOP IMC STRATEGIES:
This the most thorough and demanding step of the entire planning process that requires a number of key decisions to be taken. For developing the IMC strategies of the Shudh Jal we had focus on these few parameters:
- The Target Audience:
- Arrive at the communication mix:
The target audience are identified based on the target market for the specific communication efforts. So, shudh Jal has also identifies their target audience. We have target the house wife's because they manage their families. And they want to give best food for eat and best water for drink. So we have targeted the house wife. We will convince the house wife for using the Shudh Jal.
Another key strategic decision is regarding the marketing communication mix. The mix has to be decided keeping in view various factors like objectives of the programme, target audience to be reached, type of the product. Shudh Jal provides the various types of the product in the water purifier to their customers. The products are:
- Shudh Jal Classic
- Shudh Jal Compact
- Shudh Jal Booster
- Shudh Jal Hi-Flo
- Shudh Jal Total NF
- Shudh Jal Total RO
- Shudh Jal Total RO PROTEC+
- Shudh Jal Total RO SMART TURBO
- Shudh Jal Total Gold Nova
- Shudh Jal Total INFINITI
- Shudh Jal Total iNOVA
- Shudh Jal Total Reviva
- Shudh Jal Total SENSA
Shudh Jal Powerboil
- Shudh Jal AQUAFLO
- Shudh Jal Aquaflow Dx
- Shudh Jal CRYSTAL
- Shudh Jal DESIGNA
- Shudh Jal Elegant RO
- Shudh Jal Ivory
- Shudh Jal Platinum
- Shudh Jal RO+UV
- Shudh Jal SpringFresh RO
- Shudh Jal Star LX
- Shudh Jal Storage UV
- Shudh Jal Mobile Water Purifier
- Shudh Jal Royale 1800
- Shudh Jal Steel
- Shudh Jal Storage 4 in 1 (18 Litre)
- Shudh Jal Storage 4 in 1 (25 Litre)
- Shudh Jal Supreme 3000
- Shudh Jal Integra Hi-Life
These are the product types of the Shudh Jal. This will communicate to our customers and give information regarding these various products and befits.
In addition to this, several competitive water purifiers' brands had begun advertising using similar methods of communication. In this context, the global brand team for Shudh Jal developed a new communication strategy. This strategy bring out the star in you. The film star still features in the new communication but not as her gorgeous self but rather as an alter ego/projection of the protagonist (a regular girl), for a few seconds of the entire ad.
Thus, the film star is used as a communication device and not as the main feature of the ad. The move away from the film star and her fantasy world to a regular Sudh Jal user, with the focus on the protagonist's star quality, is a change from the norms set by Shudh Jal advertising in the past. With the new communication strategy, the film star is used purely as a communication device to portray star quality in every Shudh Jal user. This can be significantly seen in the latest TV commercial of Shudh Jal where Katrina Kaif is portrayed as a normal woman.
Selection of Media:
There are number of Sources available for passing the product message. These are as follows;
- Outdoor (Billboards)
Design Message strategies:
We will use different messages in different advertisement to give the particular information about our product. The messages are:
- Shudh jal Integra High Life "Multi Stage Water Purifier and Enhancer".
- Shudh Jal Total Sensa "World First Purifier with SMP+".
- Shudh Jal Total "Total Health Total Water Purification".
- Sudh Jal Sure "Pure Water every Mother's Responsibility".
- Sudh Jal "100% safe water for you and your family".
These are the messages which we will convey to the consumers through our advertisement. Because it affects our customers as well as in the selling point of view.
IMPLEMENT THE STRATEGIES AND MONITOR ACTIVITIES:
Successful implementations calls for breaking up the plan into micro-level activities, timing and scheduling them, assigning them to people-in-charge, coordinating their efforts and monitoring the execution process.
Shudh Jal implement the strategies and monitor activities to execute a bonus-pack sales promotion programme, communication department will have to get the offer announcing sales materials printed, sales representative will have to convince the house wife for purchasing our product and also promote our product into the society. Logistic department will have to oversee the bonus pack reach and there is enough stock to last the offer period and so on. Shudh jal will give the authority and responsibilities to their managers for the promoting and selling of the product.
Finally, the manager must monitor the execution to ensure that all activities are implemented appropriately.
EVALUATE THE PLANNING PROCESS:
Evaluation of an IMC plan is not easy because often communication effects are difficult to measure. At times they may not even have a direct impact on sales or profitability, effects may be delayed, etc. therefore, it is important to set the objective or standards for measuring the performance.
So, Shudh Jal set these standards in terms of:
- Image creation among percentage of people.
- Attitude formation.
- Information dissipation.
- Consumer behaviors.
- Sales figures.
Finally the marketing manager of Shudh Jal will have to compare actual performance with set standards and evaluate if they met, failed or exceeded the standard. It also includes finding out the reason for a particular level of performance.
So this is my Integrated Marketing Communication Mix of Shudh jal. Which we will follow for the promotion of the Shudh Jal.