In an era where sustaining in the market is getting difficult day by day because of the competition, Promotion which is know as marketing communication is one major attribute which helps the product or the service to attract customers and to have large market share. By employing techniques which enable them to generate high revenues, companies successfully stay afloat in the market today.
According to AMA, Integrated Marketing Communications is the planning process designed to assure that all brand contacts received by the customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
IMC includes the following points:
The effectiveness of IMC plan depends on the following criteria:
Coverage: number of audience reached.
Contribution: the contribution of the marketing communication to create the desired response and communication effects
Commonality: the extent to which common associations are reinforced across options
Versatility: The robustness of the marketing communication.
Cost: analysis of cost to chalk out the most cost effective and efficient program.
Let see now Integrated Marketing Communication of HUL for Vaseline petroleum jelly :
Advertising: Advertising has mass reach and the ability to reach geographically diverse audience. Vaseline petroleum jelly employs advertising across several media. Like this print ad where Vaseline is making a cheesy statement when Michael Vaughan used petroleum jelly on his bat.
Newspaper ad:
According to AMA, Integrated Marketing Communications is the planning process designed to assure that all brand contacts received by the customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
IMC includes the following points:
- Advertising
- Sales Promotion
- Events and Experiences
- Public Relations and Publicity
- Direct and Interactive Marketing
- Word-of-Marketing
- Personal Selling
Coverage: number of audience reached.
Contribution: the contribution of the marketing communication to create the desired response and communication effects
Commonality: the extent to which common associations are reinforced across options
Versatility: The robustness of the marketing communication.
Cost: analysis of cost to chalk out the most cost effective and efficient program.
Let see now Integrated Marketing Communication of HUL for Vaseline petroleum jelly :
Advertising: Advertising has mass reach and the ability to reach geographically diverse audience. Vaseline petroleum jelly employs advertising across several media. Like this print ad where Vaseline is making a cheesy statement when Michael Vaughan used petroleum jelly on his bat.
Newspaper ad:
Outdoor space:
Sales Promotion: Vaseline has come with new different variants of the original petroleum jelly and does sometimes comes up with exciting offers fro customers.
Events and Experiences: Vaseline associates and sponsors various beauty pageants and contest over the world. Vaseline ropes in the celebrities and socialites for the same. This Vaseline is sponsoring Kenya Fashion Week
Public Relations and Publicity: Vaseline has been doing a lot of CSR work and that way they ensure they are giving back to the society and the environment.
Direct and Indirect Marketing: HUL's website hul.co.in/Vaseline and Vaseline's own website vaseline.in talks about the brand and facts and trivia related to uses and benefits of petroleum jelly. It also talks about the latest offerings form the brands stable.
Word-of-Mouth: Word of mouth promotion is a very powerful tool in this regard. Word of mouth gives a certain credentials to the brand and the customer trust the word if its from a close friend or a family member. Also Vaseline has a Faebook page where they interact with the customers and maintain a close relationship with them.
Personal selling: In case of Vaseline its rarely seen that they do personal selling.
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