Group Assignment A

Environment : Marketing CommunicationIndustry: Soft Drinks (Non Alcoholic Beverages)

Prakhar Singh

MARKETING COMMUNICATION Marketing communications are

messages and related media used to communicate with a market.

Those who practice advertising, direct marketing, marketing, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators.

Marketing Communication Mix

AdvertisingSales PromotionPublic RelationPersonal SellingDirect Marketing

Advertising:

Any paid form of on non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Direct marketing

Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and transaction at any location.

Direct Marketing

Catalogs

Mailings

Telemarketing

ElectronicShopping

TVShopping

Fax Mail

E-mail

Voice Mail

Sales PromotionSales promotion is any initiative undertaken

by an organization to promote an increase in sales, usage or trial of a product or service.

Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill.

Public Relations

•Press kits

•Speeches

•Seminars

•Annual Reports

•Donations

•Sponsorships

•Publications

•Community Relations

•Lobbying

•Identity Media

•Company Magazine

•Events

Personal sellingPersonal selling is the Face to face interaction with one or more prospective purchasers for the purpose of making sales.

Characteristics of Personal Selling:Personal InteractionCultivationResponse

Sender EncodingMedia Decoding Receiver

Noise

ResponseFeedback

MessageMessage

Rural UrbanNeeds to be educated and guided towards making a decision

More aware and educated, need less guidance, hence have more autonomy over choice of product

Once trust is formed, customer loyalty is hard to break

Customer loyalty is stronger only for a few brands, but usually they’ll go for the brand providing the best product

Need products with essential features, and not stripped down versions or urban products

Apart from essential features, they also want additional features of luxury and utility

Like to “touch” and “feel” a product before buying, therefore demonstrations are usually most effective

Usually they like to “touch” and “feel” only high value products.

Rural vs Urban

Trends in Marketing Communication

Traditional Advertising – Bigbut stagnant or decreasing

New Media – Much smallerbut growing

Digital Media – personal and addressablebut lack the infrastructure or scale

Future Marketing TrendsGoing “Green”

Outdoor Ads

Mobile Phones

Online Social Networks

Widgets

Online Streaming videos

Behavioral to contextual

Interactive Brand Experiences

One-to-One Customer Interaction

Video Gaming

Future Marketing Trends

Marketing communication as service

Growth spurt for interactive marketing

Engage the customer

Off line support for online campaigns

Future Marketing trends

Million bottles sold

Founded in 1886 by John Pemberton in Atlanta

Headquartered in Atlanta with operations in over 200 countries worldwide

More than 70% of its income outside US

Annual turnover of US$19.8 billion and US$ 1 billion in India alone

Product line includes: Coke Diet Coke Sprite Fanta Thums up Minute maid

Advertising:• Print & Broadcast Ads• Outer Packaging. E.g. bottles, cans• Motion Pictures. E.g. Taal• Gifts. E.g. Watches, bottle openers• Posters• Leaflets E.g. Dominos• Billboards & Display Signs

Sales Promotion:• Games. E.g. at fares• Complimentary Gifts• Sampling• Rebates to dealers• Entertainment• Fairs and Trade Shows

Public Relations:• Press Kits. E.g. Beijing Olympics Torch Relay• Sponsorships: Cricket, Football, Awards etc• Identity Media• Charitable Donations e.g. School for Tsunami Victims