Raj Anand Imc Project 1

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Integrated Marketing Communication For Kara Skin Care Wet Wipes “A Product by Aditya Birla Group” By Raj Anand

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• Hiiii friends please see the presentation. • And insert your part accodingly. Make sure your contribution should be enough so that you can answer to the versha madam. • If you are not interested to do your part please let me know. So that presentation should be complete.

Role of each member • Shakula • Raj • Sharma • Talyani • Sunil

Public relation personal selling, Out door acivities sales promotion Advertising print media radio Advertising, And Editing part

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Advertising

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Advertising

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Advertising

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Personal Selling, Outdoor Campaign Road Shows, Exhibition, Direct Mail etc. By Raj Anand Picture 18

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Extensive Retail Presence High Reach Retail Presence - Education through promoters -Sampling at the Point of Sales -Clutter Breaking FSU’s

Outdoor Campaign High Visibility Outdoor Campaign through a mix of outdoor media -Hoardings -Bus Shelters -Utility

Road Shows & Mall Activations Kara Skin Zones at Malls / Kara Road Shows at Key Marketplaces •Complete rejuvenation ritual with Kara beauticians •Fresh natural ingredients to draw in crowds •Consumer engagement game to match variants to usage triggers.

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Personal Selling • Sales representative go to the different institute for the promotion of their Goods. • We talked to Mr. Inderpreet Sodi (area sales manager) and and Mr. Ravi. • They Generally go to BPO, hospitals, Aviation Industries (Kingfisher is present customer), Beauty parlor, Pharmacy Company, retailers etc. Picture 18

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P S ….. • The Process they Adopt is as follow.. At first they go to any company or institute and try to meet the concern person and show their PPT. While presentation they try to convince the prospective customers And after observing the interest they decide the number of samples to be given. Picture 18

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P S…. • They do not do proper prospecting . Generally cold calls are made. • We tried to know the role of personal selling from the company point of view. • Mr. Sodi told us » The role os personal selling is very important in institutional selling. » As the prospective order is in big quantity we need to do more personalize the deal » They also provide the facility of customization on the demand of more than one lack pcs.

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• We asked them what problems they face in personal selling » In the initial stage when the sales volume is low it is very difficult to manage the sales representative in terms of cost. » Giving training is also an area of concern .

• What margin do you give to the institution and different retailers. The Distributor’s Margin is About 9% The retailer’s margin is about 16% And the percentage off what we give on mrp for the different institution varied from 20% to 30% according to the quantity demanded.

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• Who you design these promotional Activities.  Where the big amount is to be invested company’s specialised people come from the head office. For example advertising in teevision. But the road shows, Sampling at the Point of Sales Clutter Breaking FSU’s etc, are designed by The area sales manager .  We have to make a PPT about the whole activities. Objective, prospective result , cost involved etc. should mention in PPT. And we get approval from the company.  Even the amount for display to be given to any retailer need to examine in the different stages.

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Ps….. • How the sales persons are recruited ?  After identifing the need of Sales person generally internal recruitment is done in our department.

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• What is the most important thing you considered while selection ?  Experience

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P S …Suggestion and Recommendation

• From my point of view They need to do niche marketing and need to personalize the deal. • For institutional marketing like pharmacy, IT, BPO companies, They can afford to keep the price low provided that it does not affect their retail sales. • Personal selling is needed for capturing the untapped market. • They need to act swiftly because competitors will shortly divert their attention to untapped market and competition will become stiff. (From our sources we came to know that Ginni, one of their competitors in Chandigarh are covering the pharmacy companies very fastly. Picture 18

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Sales Promotion

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Public Relation

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Year Round Magazine Visibility

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Opening DS, gatefolds across all top magazines ( Femina, Filmfare, Women’s Era, Grazia, Elle, Cosmopoliton…) Sustained through the year Places it at par with international skin care brands

1 Month Newspaper Campaign •

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Complete clutter breaking print campaign in the Hindustan Times main edition (No.1 newspaper in delhi) Frontpage flap on the 17th Sunday (Election Result Day) Followed by 3 consecutive front page solus ads for next 3 weekends

Multiple Station Radio Campaign High frequency (10 spots a day) plan in all 3 top stations Variant Wise Ads on all top Radio Stations

Outdoor Campaign High Visibility Outdoor Campaign through a mix of outdoor media -Hoardings -Bus Shelters -Utility

Extensive Retail Presence High Reach Retail Presence - Education through promoters -Sampling at the Point of Sales -Clutter Breaking FSU’s

Road Shows & Mall Activations Kara Skin Zones at Malls / Kara Road Shows at Key Marketplaces •Complete rejuvenation ritual with Kara beauticians •Fresh natural ingredients to draw in crowds •Consumer engagement game to match variants to usage triggers.

Amity Business School

Thank You ………………………

For further queries, suggestions or comments [email protected] [email protected] Mob. No. 9899413801