Hi there, I am YOUNG

I am AMBITIOUS

I like to BE THE FRIEND

I like to be LOOKED UPON

I like to have FUN

I like to be LOVED

I like to be REMEMBERED

I LIKE TO BE FAMOUS

I like to be FOLLOWED

MY TRAITSMAKE ME

DIFFERENT

LIFESTYLE

TREND

HOBBIES

HABITS

FRIENDS

ROAD TO FAMEDIFFERENTIATION

FROM

NORMAL CROWDWILL GIVE

ME FAME

HOW ?

PEOPLE TALK OF ME WHEN

AM LIKEDAM NOT LIKED

AM USEFULAM NOT USEFUL

AM IN TREND

AM NOT IN TREND

AM DIFFERENT

KEEP INNOVATING ‘SELF’ TO BE DIFFERENT

THE INNOVATIVE BRAND

AM THE BRAND

WHO AM ?

IN THE ERA OF HIGHLY COMPETITIVE AND EVOLVING MARKET

THEREFORE , TODAY’S

CLAIM TO FAME IS

INNOVATIVE MARKETING COMMUNICATION

ENDORSE

INNOVATIVEMARKETING COMMUNICATION

& INTEGRATED SOLUTIONS

LEVERAGE INNOVATION TO BUILD

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MY DIFFERENTIATIONHOW DO

8

?

9

INNOVATIVE MARKETING COMMUNICATION ( IMC )

IT HIGHLIGHTS BRAND TRAITS IN THE FORM OF THE MESSAGE IN UNIQUE AND INTERESTING MANNER ACROSS COMMUNICATION MEDIUMS TO INFLUENCE THE CUSTOMER

via

PREFER ME

TO

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AM KISSAN KETCHUP

PRODUCT : KETCHUP

CHALLENGE : KETCHUP = RED SAUCELACK OF DIFFERENTIATION IN THE MIND OF CONSUMER TO PREFER KSSAN AGAINST ANY OTHER BRANDSMARKETING CHALLENGE : TO CREATE DIFFERENTIATION AND INSPIRE CONSUMER PREFERENCE FOR THE BRAND

STRATEGY : (INTEGRATED MARKETING SOLUTION - IMC STRATEGY)ADOPTED REPOSITIONING VIA CLAIM “100% REAL”TARGETED KIDS (CONSUMERS) AND &MOTHERS (BUYERS)TO PENETRATE DEEPER VIA “REAL “ POSITIONING , PUSHED A MESSAGE TO THE CONSUMERS : “WHAT YOU GROW IS WHAT YOU EAT”ADOPTED MOMS AS THE HABIT BUILDERS WHO ROPED THE KIDS INTO NATURE FARMING AND KIDS EXPERIENCED NATURE & PURITYCREATIVE HOARDING, SEED PACKS & WEBSITE ENGAGED THE PARTICIPANTS ACROSS THE JOURNEY OF 3 MONTHS OF TOMATO FARMING LEADING TO DEEPLY PENETRATION OF THOUGHT OF “REAL TOMATOES GOES IN KISSAN TOMATO KETCHUP” WAS PUSHED SUCCESSFULLY

RESULT : 1. KISSAN GREW BOTH VALUE AND VOLUME SHARE ON ACCOUNT OF KISSANPUR - 230 BPS IN VALUE & 290 BPS IN VOLUME (MARKETS WHERE KISSANPUR WAS IMPLEMENTED) 2. KETCHUP MARKET GREW AT 4.4% VALUE & 0.5% VOLUME, KISSANPUR AIDED KISSAN TO GREW AHEAD OF MARKET IN 14.6% BY VALUE & 13.5% BY VOLUME 3. HIGHER ENGAGEMENT PLATFORM CREATED WITH 1.56 LAKHS REGISTRATIONS (COMPARED TO 59000 FROM 2012). 4. AVERAGE TIME SPENT OF 1 MIN 56 SEC (COMPARED TO 1 MIN 39 SEC FROM 2012) 5. 1.4 MILLION PAGE VIEWS, WITH HALF A MILLION UNIQUE VISITORS. 6. AVERAGE BOUNCE RATE WAS 5.6%, INDUSTRY STANDARD IS AT 30-40% 7. MEDIA UPLIFT ON CONSIDERATION WENT UP BY 2% 8. HELPED BUILD DIFFERENTIATION AND TRUST, DELIVERED KEY CAMPAIGN KPI “ARE NATURAL”9. KISSANPUR CAMPAIGN HAD A MEDIA UPLIFT ON BELOW ATTRIBUTES: A. MAKE YOUR FOOD TASTE BETTER B. FIT WITH A HEALTHY AND BALANCED DIET C. ENHANCE THE PLEASURE YOU GET FROM YOUR FOOD D. ARE BRANDS YOU CAN TRUST

MARKETING TASK : TO INCREASE THE MARKET SHARE OF KISS AN KETCHUP AND ESTABLISH THE BRAND IMAGE TO “100% REAL”

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AM HP & INTEL

PRODUCT : IT SOLUTIONS

CHALLENGE : IT MANAGERS DO NOT ACTIVELY SEEK TO ADOPT NEW IT SOLUTIONS PROVIDERS ON A REGULAR BASISIT INDIVIDUALS DO NOT HAVE THE BANDWIDTH TO COMPARE OR EVALUATE DIFFERING TECHNICAL SPECIFICATIONS BETWEEN SUPPLIERS.THEIR BRAND IMAGE FROM BEING COLD AND CORPORATE SO NO MOTIVATION FOR CUSTOMER TO CHOOSE THEM

MARKETING CHALLENGE : TO BECOME MORE APPROACHABLE AND RELATIVE TO THE CONSUMER, TO B THEIR FRIENDS

STRATEGY : (INTEGRATED MARKETING SOLUTION - IMC STRATEGY)DESIGNED A CAMPAIGN AROUND : EMPOWER IT MANAGERS, THE NINE MONTH CAMPAIGN ROLLED OUT EIGHT EPISODES OF ENTERTAINING COMEDY AND 16 EDITIONS OF COMICS TITLED, "THE ADVENTURES OF HARPER : MAKE IT HAPPEN!”.EACH EPISODE FEATURED A NEW PRODUCT BENEFIT THAT TURNED HARPER, AN EVERYDAY REGULAR IT PROFESSIONAL, INTO A SUPERHERO AT WORK.VIRAL VIDEOS AND COMICS WERE LOCALISED TO ENCAPSULATE THE UNIQUE CULTURAL NUANCES OF EACH OF THE SIX MARKETS IN THE ASIA PACIFIC REGION: CHINA, INDIA, KOREA, SOUTH-EAST ASIA, TAIWAN AND AUSTRALIA.THE ENTERTAINING CONTENT WAS SEEDED IN CHANNELS THAT WERE RELEVANT TO IT MANAGERS. THESE INCLUDED TECHNOLOGY-FOCUSED DIGITAL AD NETWORKS SUCH AS CNET AND ZDNET, AND SPECIFIC BLOGGER SITES FREQUENTED BY IT PROFESSIONALS WHO COULD ALSO SHARE THE CONTENT BY 'LIKING' AND COMMENTING ON SOCIAL MEDIA NETWORKS SUCH AS FACEBOOK, TWITTER AND YOUTUBE.IT MANAGERS LEARNT MORE ABOUT HP AND INTEL VIA THE CAMPAIGN WEBSITE, WHERE THEY COULD PARTICIPATE IN ONLINE GAMES, READ IT COMICS AND DOWNLOAD RELEVANT INFORMATION. TO GAIN ACCESS TO ALL THE FEATURES, VISITORS HAD TO SUBMIT THEIR CONTACT DETAILS AND THEIR HP AND INTEL-RELATED ENQUIRES. A CALL-TO-ACTION ALSO HELPED TO GENERATE NEW BUSINESS LEADS VIA A CALL-CENTRE NUMBER.

RESULT :1. THE CAMPAIGN SITE TRAFFIC RECEIVED AN AVERAGE OF 221,535 NEW VISITORS PER MONTH. MORE THAN 1.3 MILLION UNIQUE VISITORS TO SITE IN 9 MONTHS (VERSUS 30,000 OF

PREVIOUS B2B CAMPAIGNS)

2. CLICK-THROUGH RATES (CTR) WERE ABOVE INDUSTRY AVERAGE, WITH THE CAMPAIGN ACHIEVING A CTR FOR EACH COUNTRY OF 0.37%. THIS IS 200% HIGHER THAN THE INDUSTRY BENCHMARK OF 0.16%

3. AVERAGE DOWNLOAD RATE PER COUNTRY WAS MAINTAINED AT A HIGH AVERAGE OF 5.93%. THIS IS 4.43% HIGHER THAN THE INDUSTRY BENCHMARK OF 1.5%4. THE INITIAL ROI TARGET WAS 1:3, (EVERY $1 SPENT ON MARKETING TO GENERATE $3 IN NEW BUSINESS LEADS). THIS TARGET WAS SURPASSED, AS THE CAMPAIGN ACHIEVED A 1:6

RETURN-ON-INVESTMENT.

THE MARKETING TASK WAS TO GENERATE NEW BUSINESS LEADS BY AN INCREMENTAL +30% IN 2010, RELATIVE TO 2009.

CONSUMER CHARACTERISTICS : 70% OF THE IT MANAGERS ENTERTAINED THEMSELVES VIA VIDEOS,GAMES AND ONLINE CONTENT TO KILL BOREDOM OF THEIR JOB

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THUS, REACH CUSTOMERS THROUGH INNOVATIVE MARKETING COMMUNICATION

(INNOVATIVE MARKETING COMMUNICATION)

COMMUNICATION

COBWEB

INTEGRATED MARKETING MIX

IMCUSES

TO OPTIMIZE THE RESULTS OF THE INNOVATIVE MARKETING COMMUNICATION

INTERNET

INSERTS

ACTIVATIONSPROMOTIONS

SPONSORSHIPSMERCHANDISING

TELEVISION

RADIO

MOBILE

BELOW THE LINE

HOARDINGS & OOH CINEMA

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AUTHOR : MS. SHEFALI SOMAN BAPAT

Incase of any query/please write on :email : shefalisara@gmail.com

TO BE CONTINUED ….