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I M C B R A N D I N D I A
Agency Management
AGENCY PROFILE
Name: JUGAAD – The Way Out
Type: Full Service
Client: Ministry of Tourism & Culture
Portfolio: Cadbury, Badshaah Masala, Indian Railways, VICCO, Bisleri
INTEGRATED MARKETING COMMUNICATIONS Coordination & integration of marketing communication tools.
Maximize the impact on consumers and other end users at a minimal cost.
Process for managing customer relationships, driving brand value primarily through communication efforts.
IMPORTANCE OF IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers
Media Advertising
Multiple Communication
Forms
Mass Media Target Centric Media
Manufacture Dominated
Market
Retailer dominated, consumer controlled
General Focus Advertising.
Data-based Marketing
Lower Agency Accountability
Greater Agency Accountability
WHAT IS BRAND INDIA?
The campaign used by India to attract businesses.
Aim - To project India as an emerging destination for business in the fields of service sector, manufacturing, information technology, infrastructure, etc.
It uses India both, as huge market for products and services as well as a lucrative destination for investment.
INDIA SHINING
Cross border acquisitions.
Leader in IT and knowledge-based industries.
Fastest growing population of workers and consumers.
Rapidly growing markets.
Globally recognized quality of goods
ADVANTAGES OF A COUNTRY AS A BRAND
Brands generate trust, confidence and continued association.
Emotive bond among people and nations.
Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country.
TOP 5 PARAMETERS
Business
Tourism
Entertainment
Sports
Art & Culture
WHY PROMOTE ART AND CULTURE?
Rich & diverse
Variety in different art forms
Few practitioners
Reviving the dying culture
VARIETY
OBJECTIVES
To create awareness about art and culture primarily amongst Indians followed by global audience.
Draw strategies and promote the campaign ‘Chalo Bharat’.
5 W’S 1 H Understanding the Objective
WHAT?
PROMOTION OF INDIAN ART AND CULTURE.
WHY?
Lack of awareness and appreciation of our own heritage, culture and art.
To portray this sector as lucrative and open it to investment and continuity.
Shift of focus towards western culture.
WHO?
Primary TG: Indians Secondary TG: Global
Demographics Age: All age groups
Sex: Male & Female
All SEC’s
Psychographics People having inclination towards exploring our rich Indian culture.
Art enthusiasts
The masses as a whole.
WHEN?
A tour diary from August-December
Chalo bharat campaign will be scheduled for 2 weeks per city. Event duration: 1 week/city
Preparation time: 1 week/city
WHERE?
The Tour Diary travels through 15 Places across India
HOW?
By drawing and execution of strategies Execution: through ATL and BTL activities
ATL
Advertising
Radio
Television
Internet
ATL
PR National press conference in Delhi 3 days before commencement of campaign
Invitees: Zakir Hussain and Lata Mangeshkar
Press conference in targeted cities 4 days before event begins
BTL
BTL
Catalogue
Long Distance
Transport
Ambient advertising
Airlines
Tour Diary
Promotional activities
BTL
STRATEGIES
Mumbai
Bangalore
Delhi
Kolkatta
Jaipur
Chandigarh
Amritsar
Shimla
Indore
Guwahati
Goa
Chennai
Kanyakumari
Shillong
Ahmedabad
The 15 places covered
STRATEGIES
Include in school Curriculum Generate employment
Workshops Inaugurated by celebrity
Merchandise by Tantra/Sheepstop
Sponsorships from Institutes
STRATEGIES
Patronizing art and culture shops
Workshops with NGOs: CSR
Sales of products from workshops
Volunteering
Internet promotion IBEF(Indian Brand Equity Foundation)
Social Media
Tourism Websites
REVENUE
Entry fees: Rs 10/day
Sales of products made in workshop
Auction of the artwork
SPONSORSHIP
Targeted sponsors • Amul • Tata • Bisleri • Times Foundation • Camlin • Idea • ICICI • Tantra • Fabindia
PRINT ADS
AUDIO-VISUALS
Radio Jingle
Hum sabki hai ek choti si ibadat,
Mann mein hai dher saara umaang;
Thodi masti aur thodi shaarat,
Phir samajh aaya ki hum sabki hai ek hi chaahat.
Dhikha sake aapko Hindustan ki barkat,
Yeh hai hamari ek choti si koshish.
CHALO BHARAT!
CONCLUSION
Thank You Project by Bhavya Agarwal, 4
Gautam Anand, 5
Karan Bhatia, 9
Kevin D’Mello, 12
Janani Balakrishnan, 17
Kritika Sirohi, 32
TYBMM (Advertising)
Vivekanand Education Society’s College of Arts, Science and Commerce