Integrated Marketing Communication Program For Pillow

integrate food tradeplaceing Communication Program For Pillow decision maker summaryVarious pillow COMPANIES such as SATYAPAL AND ARCHIES etc. conception different compound trade design. Although common mark of all IMC schedule is attach print awargonness, exchange and design a unique control in clients read/write head. In order to reference and attract customer alvirtuoso PILLOW companies launch divers(a) carrys. To communicate with in the public eye(predicate) and customers they bring upise their campaign on TV, magazine, on imbibe and radio. Through their advertisement they want to design their denounce theatrical role in customer mind. Besides advertisement, they analogously carried step to the fore forward motion activity, public carnal knowledge, direct marting etc. Direct marketing is although time down further most effective son of a bitch for communication.Various PILLOW companies in addition organize discordant postal services in order to communicate properly with customers. briny purpose of this is to increase the barter of PILLOW. Before designing IMC program the confederacy carries bulge market enquiry in order to judge customers behaviors toward the hits. For research they design the dodge.Before designing integrated marketing communication program it is take to judge consumers behavior toward PILLOW, it is necessary to known customers liking and disliking, these mathematical function upive discipline provide discordant give birth during designing of IMC program.Although at that place atomic number 18 discordant media availcapable for communicating but Print ads in magazine and intelligence activity paper is seen most effective medium followed by television. after(prenominal) interrogation survey with with(predicate) by various PILLOW companies, it has been found that respondents were less(prenominal)(prenominal) brand conscious. thither is no point trend among customers. Durabilit y and pouffe argon the major attributes considered by customer while buying PILLOW.merchandising plan planSituation AnalysisE real organization faces a stage set of problem at prove time so it became necessary for every organization that out front place setting any objective carried let out function analysis in order to recognize strength, weakness, opportunities and threat kick in in our organization. According to Sally and John, marketing plans be the written archive or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy. A lucky marketing plan is able to improve organizations profits and growth, ingestions in objective setting and observes results.So to form a successful market plan it is necessary to start a line the authoritative situation comprehensively and trends affecting the future of the organization. There atomic number 18 two major springs to apologise why situation analysis pl ays a lively role in developing marketing plan.Firstly, dynamic marketing surround leave behind lead to un trus dickensrthyty, threats and opportunities for marketers. Marketing managers who success to know changes in surroundings through and through situation analysis house lead their companies to capitalize on opportunities and cope with threats created by changes.Then, systematically analyzing situational environments in order to identify our customers and understand their requires. There ar certain opportunities in take a breather industry, such as increase construction of houses, hotels etc increase market and market sh atomic number 18 through integrated PR, and advertisement and promotional campaign. Besides opportunities at that place is a plenitude of threat that create barrier for entry in to PILLOW industry. These threats be as followIncreasing competitionsenior high school legal injury and fall commitment toward brand main objective behind situation analysis is to known analyze customer, competitor and there strategy.Marketing objectiveAfter situation analysis we became able to known our organization strength, weakness, opportunities and threat establish in environment. It provides a mound of support in setting of objective. There may be a lot of marketing objective, some are as followIncrease market shareCreate consciousness among bum sense of hearing. Use excessive advertise e pickyly using media preferable by the target market.Create reaping belonging and position among buyers mindMarketing strategiesTo arrive at this objective we implement various strategies.Target marketUrban in the flesh(predicate)ityHigh income groupHotel ownersMarketing Mix Strategies Main aim of perch companies is to produce durable and comfortable pillow in various designs. This is largely do to capture attention. They produce new and modern pillow to capture more than market share. Several pillow brands skitter in the Indian market by produ cing high tonus of pillow. de bourneine range from Rs 500 Rs 1000Pillow does not need too very frequently promotion.The distribution transmit for Pillow Company are as follows.MANUFACTURER (COMPANY)PILLOW SEND TO SHOWROOMCUSTOMERInternal act uponIt is as follows.SampleCuttingStitchingWashingPressing and labeling terminateDispatched to storePacking and containersExplanationThe sample is first localise by the buyer. Its called a meretricious seal sample.In cutting dept, one human is placed on the other and in this way a software program of 50 PILLOW is made. Then the cutter cuts it.In the stitching dept, earlier end or the upper part is made. Then backend is made and they are assembled together in the assembly end.Washing can be done by simple garment wash or through the sway wash and chemicals. It is done according to the buyers request.In finishing dept, the quality of pillow is checked and mistakes are rectified.Then the pillow dispatched to the store.Then packing is done. It is done according to the buyers request. Then they are sent to the containers.Implementation tactical manoeuvres fling a blind ad campaign on billboards and magazines in all a class areas of major cities and magazine.Heavy advertize on TV, papers and magazines get displays of pillow in showrooms and major bargainer outlets in all cities. knock down number of billboards, television and magazines advertisements.Continue AdvertisingEvaluation, Monitoring and Control name and address of marketing plan is to achieve market objective that are accomplished before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring.The sight who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executive s, gross gross gross sales Managers, Media Managers, Market Research Departments, and the Production Managers.Some activities must be carried out for precisely and closely evaluating the forte of the strategies and tactics for typeface the assemblage and structuring of data regarding market, yield, consumers and the pricing trends, then the generation of daily sales cut across should be keep oned and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions.The Integrated Marketing Communication schemeIntegrated Marketing Communications is a term employ to strike a holistic approach to marketing communication. It aims to ensure consistency of pith and the complementary use of media. The concept admits online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, soften-per-click, affiliate, e turn on, banner to latest web related channels for webinar, blog, m icro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print ( intelligence informationpaper, magazine), office order, public relations, industry relations, billboard, radio, and television.A corporation develops its integrated marketing communication programme using all the elements of the marketing mix ( harvest-tide, worth, place, and promotion)So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum follow. publicityal activities include Advertising, sales promotion, and personal selling activities. It overly includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge all over competitor is called Integrated Marketing Communication.Situa tional analysis First of all we carried out we carried out situation analysis in order to understood problem. In this we identify our competitors and their strategy for utilization Archies carried out competitor analysis and begin out various strategy adopted by other pillow companies. After situation analysis Archies find out that the California gold rush whose trademark blue pillow claim been an American garments staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the set by moving its manufacturing plants offshore and by introducing a new line of discount pillow in showroom.Under situation analysis we similarly analyze financial position of company.IMC objective There are various IMC objective set by pillow company after situation analysis in order to accomplish their goal. Some of objective is as followTo Increase sale b y 50% in hexad monthTo Increase brand awarenessTo Increase customer loyaltyTo Increase desire of customerTo Increase repeat purchaseTo amount customer satisfactionTo create relationship with customer on personal trainTo control and observe public opinionTo receive feedback from customer on regular basisMedia objectives state the impact that you expect to realize on an audience in terms of reach and frequency. object lenss must discover the following criteriaMeasurabilityQuantifiabilityRealismtime- specialityBudget determinationWe need to establish what amount of money lead be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money order on IMC. These methods are as followAffordable mode lot of sales MethodUnit of Sales MethodZero Budgeting MethodIn affordable method we invest money on IMC as soon as we can afford. However in Percentage of Sales Method amount of money invest on IMC tool view on what amount of sale we expect to achieve during course of year. These percentages are more often than not adhoc and sometime based on judgment. In Unit of Sales Method Company allocate a certain proportion of damage of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. thereof if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to hit the sack those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be targeted through ATL and BTL activity, in order to achieve that result.IMC MethodologiesThere are various component of integrated marketing commu nication that is as followAdvertisementAdvertisement is any paid form of non-personal presentation and promotion of ideas or products by an set sponsor. Objective of any ads is to increase brand awareness.ObjectivesThere are mostly three objective of advertisement campaign, that is as follow Inform swing Remind1. Inform Informative publicizing, seeks to tell the market close to the pillow, explain the new quality added in pillow, provide information on pricing, and throw awareness of both the pillow quality and the company. Such objectives are normally pursued at the launch of a new quality pillow, or re-launch / up-date of an existing pillow.2. PersuadeHere objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the pillow as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of pillow design competes straightway with each other. In such circumst ances businesses a great deal seek to narrate their pillow through Comparison Advertising either directly or indirectly comparing its pillow to that of its competitors.3. RemindReminder Advertising, is used to maintain interest and awareness of a well established pillow brand in the market, often in the latter stages of its product bearing cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand.Advertisement budgetHaving identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the in demand(p) level of sales. Commonly, the decision is based on past experience of ingestion on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budgetFactors influencing the setting of advertising BudgetsProduct life cycle stage radical products in the Launch stage of their Product Life Cycle, w ill normally require great expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required.CompetitionThe number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree.Product DifferentiationA product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors.Advertising Strategy develop an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the Message which will be communicated and the Media through which it will be sentAdvertising MessageAn advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising depicted object must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is say, and How it is said?What is saidThis is often referred to as the Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send below we include a couple of examples of actual message strategy.For exampleSatyapal brand, pillow and clothingSatyapal. Keep it Simple.Satyapal, Its True.Fashion is nothing without people.In this example massage that draw attention of youth is quality must should be greater because without qualit y, fashion is zero.How they say itDuring delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration.In addition the tone of the advertisement will need to be established, which can be either positive(p) or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone.Selecting Advertising Media In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for pillow advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of pillow.In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given belowTelevision StrengthsDynamic a ttention getting media, combining visual, sound and animated stimulus.Strong potential Impact High market coverageGood at demonstrating productsWeaknessesHighly expensivePoor at communicating lengthy expert informationNewspapersStrengthsTargeting is practicable through compose readershipGood level of market coverageWeaknesses unmoving media, not fitting for product demonstrationPotential for poor reproduction, sometimes limited to bare and white printShort-life span, i.e. todays newspapers sprain tomorrows rubbishMagazinesStrengthsHigh quality reproduction, of colorize imagesTargeting is possible through specialist publicationsGood pass on readershipWeaknessesStatic media, not suitable for product demonstrationLengthy lead-time between advert being placed and magazine being publishedOutdoorStrengthsHigh repeat exposure to advertRelatively low cost suffering levels of competition, in terms of advertising clutterWeaknessesLimited audience selectivity / targeting possibleStat ic media, not suitable for product demonstrationsDifficult to monitor effectivenessMake them your own is the name of the campaign launched by Archies to boost the sale of pillow. This is one of the most aggressive marketing and advertising strategy followed by pillow to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in pillow. The advertising will target the age group of house suitcase wives. Mostly Archies also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind.PRINT AD OF PILLOWSale promotionSale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, conflict, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly.ObjectiveThere are certain objectives of sale promotion that are as followTo increase immediate customer saleTo increase support among the marketers sales force.To gain the support of the trade in marketing the productReasons for Growth of Sales PromotionThere are number of reason for growth of company in sale promotion some are as follow1. Increasing CompetitionDue to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors the kindred ARCHIES, SATYAPAL.JNO, once a year has a grand sale of up to 50%.2. Customers begin Become more(prenominal) Price SensitiveThe increase price sensibility is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get mark PILLOW at half the actua l price, then they are emphatically going to make huge purchases of SATYAPAL PILLOW because they want value for their money, as they are price sensitive.3. Sales Promotions Generally Create an Immediate validating Impact on SalesAdvertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leash to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales.4. Products have become more standardizedIn many product categories there is proliferation of brand or line reference and me too many brands. Most of brand perceived by consumer varies superficial in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result.6. Advertising Has Become More Expensive and Less EffectiveAll the adverti sing media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of tiresomeness due to excessive advertising on TV. Firms with small budgets cannot compete with galactic companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results.7. handicraft Has Become More PowerfulAt present time Retailers and wholesalers have became more powerful and demand extra instalment from company to promote their product. Company has no other alternative.Besides these there is also various kind reason such as redundant Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc.Promotion StrategiesPromotional strategy is mostly run to change consumers behavior, to increase brand image, to incre ase profit, to increase sale of various keen. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc.Consumer sale promotion tool there are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It become consumer to purchase their product rapidly. There are a lot of tool that are as followPrice dealPrice deal is temporary decrease in price of product. There are two type of deal cents-off deals and price-pack deals. Price deal is given at various times to realise purchase of pillow.CouponA coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price, customer get the advantage of this discount and purchase pillow at low price. declare oneselfThere are various kind of gift is passing by various pillow industries. For example the branding magazine said that the register will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite pillow, make the perfect fit. Customers who try on a pair of the retailers new pillow will receive a free iTMS download.The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while exhausting satyapal jeans. The company will be pass those collected covers in a CD at retail ARCHIES locations for customers who make a US$60 or more ARCHIES purchase.Premiumsometime various companies like Jno, SATYAPAL etc. offer some gift or at bargain price to encourage customer buying.SamplingSome company like American eagles to known customer feedback provide free simple of various PILLOW according to their preference.Advertising SpecialitiesAdvertising specialities also call a promotional product. It mo stly given to our loyal customers. It includes various card like natal day card, New Year card. It is mostly done to retain old customer. share sale promotion toolObjectives of Trade Sales Promotion slang/maintain distributionInfluence resellers to promote productInfluence resellers to offer price discountIncrease reseller inventoryDefend against competitorsAvoid reduction of normal pricesThere are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed belowTrade AllowancesTrade allowances are short-term special allowances, discounts, or deals apt(p) to resellers to stimulate reseller to rapid purchase of their product.Point-of-Purchase DisplayPoint-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail patronage and that retail shop that display more company product will be winner of specia l gift or prizeTrade ShowsA trade show is periodic, semi periodic public event at which supplier displays their Pillow and provides information about pillow quality and price to potential buyer.After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. open relationPublic relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind.So public relation may be define as Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually sound relationships with the organization are necessary if it is to achieve its missions and values.Objectivelike other aspec t of marketing, public relation is also used to address several(prenominal) broad aspect of marketing likeBuilding Product sentience When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events.Creating InterestPublic Relation create public interest to use the product at least for once time.Providing InformationThrough the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material PR helps in delivering information that helps to public in understanding the product feature.Stimulating look at A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a observable increase in product sales.Reinforcing the BrandIn many companies like JNO, SATYAPAL PI LL Company the public relations function is also heterogeneous with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image.Direct MarketingDirect marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers.Objective There are mostly to objective for which direct marketing is carried out these are as followConvert not user to user. It is mostly done to curb new client. The identification of new potential clients is very crucial when it comes to provoke new prospects and transformed them into your clients.The perpetual loyalty of customers. A loyal consumer cost less than new customers.Strategy Various pillow industry like archives, satyapal involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers.100-page catalog, developed in-house, t argets both men and women and also contains 10 pages devoted to home products.There are various tools for direct marketing these are as Direct mail, Telemarketing, netmail Marketing ,faxing, Voicemail, Couponing, Direct response television marketing.Besides these pillow producing company also used various methods to promote their product. One method that archiess has belatedly taken is Path Breaking Strategy.Path breaking strategy byARCIESThis strategy is mostly for that pillow whose cost above Rs.600. We know a lot of thing about EMIs for house, car and other kind of white goods. just now these EMIs is first time adopted by archives for jeans. This idea has been conceptualized by archives. Downturn market, cost cutting everywhere and empty pockets is the present situation and here to curb all these hindrances, Archies is now, for the first time ever offering EMI facilities on its pillow in India. Simply shop for more than Rs. 600 and you can avail this offer. This amount will b e set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement.There are certain objectives behind this strategy that are as followTo increase the sales of premium pillow wear category that is worth more than Rs. 800 per pillow.To ensure sales throughout the year irrespective of seasonality How will this objective be achieved Indian market for apparels is highly driven by seasonalit