Can you give me an example of an integrated marketing communication campaign? What did the...

Can you give me an example of an integrated marketing communication campaign? What did the company do that attracted you to the promotion and product?
Integrated marketing refers to the combined total effort of a company to inform, persuade, or remind customers directly or indirectly about the products and brands of the company. Marketing communications are carried out by a company using the following six modes of communications which constitute its communication mix. 1. Advertising: This refers to any paid form of communication through a medium of mass communication. 2. Sales promotion: This refers to any short term incentive to encourage trial purchase or any other specific customer action. 3. Events and experiences:Company sponsored events or activities that create special experiences for the company. 4. Public Relations and publicity: Like advertising this form of communication also makes use of mass media to spread information designed to promote and protect image and reputation of company and its product. However these are more in form of news and other non-paid communications. 5. Direct marketing: Communicating with individual customers through means of one-toone distance communication such as mail, telephone, e-mail and Internet selling system. 6. Personal selling: Primarily face-to-face interaction with one or more prospective customer. This includes personal selling activities such as making presentations, handling objections, and closing sales. The marketing communication system of most big companies incorporate all these types of communication methods. Take for example an automobile companies. They release advertisement in newspapers, special auto journals, TV and hoardings. They also organize sales promotions campaigns in which customers are offered special deals such as reduced price or additional guarantee and free servicing for purchases made within a specified period. Auto companies also run program of demonstrating their products which

encourage prospective customers to test drive the vehicles creating physical experience of driving their vehicles. We also see so many articles and news items about auto companies and their products appearing in various mediums of mass communication. All efforts of a company to influence such communications constitutes their public relation and publicity program. Auto companies frequently also engage in direct marketing, especially to convince their existing customer to use car servicing and facilities authorized or operated by the company. The company also provides information about their products on company's Internet selling sites. These site enable the customer to choose and configure a product they want to buy, get information on the prices and available financing scheme, and contact information of nearest dealer able to supply the car. Finally the auto companies have a large network of dealership that performs the personal selling fun

oriented promotion can be done throug h trade a l l o w a n c e s , trade shows, cooperative advertising and so on. Cadbury hasl a u n c h e d m a n y s a l e s p r o m o t i o n a c t i v i t i e s e s p e c i a l l y t h e customer oriented promotion that customers can benefit from itsuch as the Cadbury dairy milk buttons had launched the kidsc a m p a i g n i n t h e city centre in April last year, the targetaudience of the campaign is parents with kids and t h e c a mp a i g n i n c l u d e t r e a s u r e h un t s , f a c e p a i n t i ng , s t o r y t e l l i n g and biscuit and button decorating. Furthermore, Cadbury has b e e n l a u n c h i n g t h e ye a r l y d i s c o u n t s e l l i n g o r p r i c e o f f s a l e s promotion activities during Christmas time in supermarket for along time and it does increase sales dramatically every year. Publicity/public relation : Business trend to use the news or business press to createand carry positive images or stories about their business andp r o d u c t s f o r t h e p u r p o s e o f s t i m u l a t e t h e i r s a l e s a n d operations. Therefore, building a good relationship with localpress representatives to support good reputation in the publici s s i g n i f i c a n t l y i m p o r t a n t for firms because people like tos u p p o r t f i r ms w i t h p o s i t i v e i m a g e a n d g o o d r e p u t a t i o n . However, public relation is a risky way of communication due tofirms cannot control the infection in negative aspects. Cadburyu t i l i z e s v a r i e t y o f t a c t i c s f o r t h e public relation such as thea c t i v i t i e s o f s p o n s o r s h i p

o f s c r e e n c l i c k . c o m , t h e r a d i o promotion, media gift, product placement and point of sales.C a d b u r y h a s p u t m u c h attention to the concern of publicitysuch as the company always inform to consumers about its c h a n g e s . F o r i n s t a n c e , c o n s u m e r s c a n s e e t h e b u s i n e s s evolution information on Cadbury website like the NZ Product C h a n g e s Q & A T h e mo s t d i s t i n c t i v e f o r m o f b u i l di n g p u b l i c r e l a t i o n f o r C a d b u r y i s i t s T r a d i n g T e r m s t h a t d e c l a r e t h e Cadbury conditions of purchase for detailers to offer the best 54

q u a l i t y o f c h o c o l a t e a n d s e r v i c e f o r c o n s u me r s . Th e C a d b u r y Nutritional labeling global standard to explain about consumerh e a l t h a n d i n g r e d i e n t a r e a l s o i n d i c a t e d o n t h e c o m p a n y w e b s i te wh i c h i n c l u d e t h e d e t a i l e d p r o d uc t i n f o r ma t i o n a n d consumer health issues. Sponsorships: S p o n s o r s h i p s i s th e b r a n d i n g ma r k e t i n g t h a t b u s i n e s s e s invest to support a particular event, program or project so as tog a i n t h e c o m m e r c i a l a d v a n t a g e s a n d s h o w i n g t h e i r advertisement. For example, firms involve coordinated beyondthe banner placements in special event in order to broadeningits competitive edge by improving the companys awareness,image, prestige and credibility. Sport sponsorships is a populart r e n d t h a t m a n y f i r m s u s e d t o f o s t e r t h e i r b r a n d l o y a l t y p r o g r a m i n t h e mo d e r n t i me . C a d b u r y h a s a l on g t r a d i t i o n o f s p o r t s s p o n s o r s h i p , b o t h i n i t s o r i g i n a l c o u n t r y a n d o f supporting major international events. Cadbury New Zealandh a d a n n o u n c e d t o b e t h e o f f i c i a l t r e a t p r o v i d e r o f t h e N e w Zealand Olympic Teams for Vancouver 2010 and London 2012.I n a d d i t i o n , i t s e a s y t o f i n d o u t t h e i n f o r m a t i o n a b o u t Cadburys international sponsorships promotions such as theC o r o n a t i o n S t r e e t a n d C a d b u r y' s C h o c o l a t e a n d t h e C a d b u r y sweeten London 2012 sponsorship. Personal selling : P e r s o n a l s e l l i n g i s a t wo w a ys c o m mu n i c a t i o n b e t w e e n sellers and buyers and it can be done through face to face, viathe internet or telephone. From personal selling, firms can gainthe feedback quickly from customers, demonstrate the benefitsof particular products and adjust their message immediately tocapture customers concern and desire needs. Personal sellingh a d b e e n u s e d l o n g t i me a g o b y C a d b u r y a n d i t i s n o t b e i n g 55

u s e d a n y mo r e a s b r a n d a wa r e n e s s a n d b r a n d i d e n t i ty o f t h e Cadbury was increased dramatically. OTHER MARKETING MIX ELEMENTS OF CADBURY Brand name and package Cadbury is the most popular chocolate Brand in N e w Zealand. Cadbury dairy milk chocolate, Cadbury Jaffas, CadburyM o r o a n d C a d b u r y P i n k y a n d s o o n a r e a l l f a mo u s s ymb o l s o f Cadbury series that well-known in New Zealand market. Whenc u s t o m e r s s a y s o m e t h i n g a b o u t c h o c o l a t e , C a d b u r y i s t h e major brand that will appear to customers mind. Therefore, theb r a n d n a me o f C a d b u r y i s v i t a l t o a l l i t s p r o mo t i o n a c t i v i t i e s and campaigns. In addition, the package of Cadbury dairy milkc h o c o l a t e a l s o c r e a t e s t h e b r a n d i ma g e t o c o m mu n i c a t e t h e C a d b u r y b r a n d w i t h c o n s u m e r s . T h e p a c k a g e of Cadburysproducts always packed with different colors a n d p i c t u r e s according to different tastes. For instance, the strawberry tasteof Cadbury dairy milk chocolate is packaged with red-pink colora n d Strawberry pictures. More important, the labeling o n Cadburys products are provided responsible c o n s u m p t i o n messages and nutrition information to help educate consumersabout the role of treats in the diet. 56

ctio

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Public Relations:
In order to build healthy relations with the consumers, the company has

established a consumerdepart ment to manage the complaints of the end-users. A legal department is also dealing

withthe legal issues and media war. If any news is published in a newspaper that harms the productimage, a

persuasive message is published in that newspaper to counter the rumor.

Sponsoring Events:

The company goes for sponsoring events in order to heighten the company and brand

image.Mostly the company goes for financing such kind of events in which its product has got someroom to

build likeness. The company also goes for sponsoring fashion shows in different cities.
Distribution:

LUX goes for indirect channel of distribution. The hierarchy of the distribution channel is asfollows.Manufa

cturerDistributor RetailerConsumer The distribution strategy pursued by the Unilever is intensive. It means that the

productdistributio n is covering wide market. There are regional headquarters of the company in all thebig cities of

the country. There is a distributor in each big city. In order to reach remote areas, adistributor

engages a subdistributor for a small area. The company is directly linked with themain distributor and

the subdistributor has no such direct contact with the company. Thecompany provides the Life

Buoy inventory to the main distributor that is further dispatched toretailers and sub-

distributors.There is a regional manager of Unilever that employs Area Sales Manager for a specific

areathen comes the Territory Sales Officer (TSO). TSO is directly linked with the distributors to

setand achieve targets. The targets vary from area to area and are set on the basis of history of thearea sales. As

the sales targets depend upon the area history of sales; these are usually

41 |
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achievable. If these targets are facing some kind of setback, the

promotional schemes based onareas are announced as discussed earlier.

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BIBLOGRAPHY:Ad vertising and Promotion

George E Belch & Michael A Belchwww.hul.co. in/brands/lux.asp www.lux.comww w.wikipedia.org

"Integrated Marketing Communication" of LUX

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