imc ponds age miracle
DESCRIPTION
Integrated Marketing Communication PPT on Ponds Age Miracle. Watch in SLIDESHOW.TRANSCRIPT
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Presented by : Anand Tuteja 40Nandita Katiyar 54
Symbiosis Institute Of Management Studies
Situation Analysis
Anti age products in India
2006-07 2007-08 2008-09
4290
300
No effect of recession – “lipstick effect” of great depressionHigh end products - growthAge group 25-30 – 500% growth
GLOBAL MARKET SIZE = $ 162 bn
US MARKET SIZE = $ 72 bn
GLOBAL GROWTH RATE = 11.1 %
US GROWTH RATE = 9.5 %
Global
Current Communications Campaign
In Just 7 Days Age Spots Disappeared In 7 Days
Wrinkles Reduced In 7 Days
Communications effect researchMeasurement Technique : Administering questionnaire- open ended questions Data Collection approach : Consumers: Online questionnaire to be answered after watching the Pond’s age miracle ad attached in the mail Sample Obtained : Consumer Sample = 50All women in the age group of 25-50 in the households with annual income of 6 lacs per annum
Communications Effect Research
30% women felt that the product’s packaging is attractive and was shown very well in the ad
Important Results
70% women said the main message is that if you use this product your husband will fall in love with you again
85% women say the ad wants people to believe that this product can bring back the lost romance in their lives
5% women said that they will buy the product after seeing the ad
50% women believed that the ad is too shallow in its approach
30 women felt home is the right place to reach them with this ad whereas 30% women felt the best place to reach them with this ad is when they are shopping for cosmetic or personal care products
Target Market Analysis
Women above 25
SEC A
Spend high on personal care
Conscious of looks
Target Market
Positioning Strategy
• Positioning by attribute, benefits and users • Laddering technique to arrive at strong, unique and favorable brand association
Laddering technique
Confidence
Message Strategy
Rewards
Rational Sensory Ego satisfaction Social
Experience
Incidental to use Product in use Results of use
Thus the message would be a rational and social reward promise connected with results of use experience
Creative Strategy
Transformational appealPositive emotional appeal – aspirational valueCharacter of women in the advertisements - intrinsic
confidence, self sufficiency, excellence in their field
Tagline - “THE MIRACLE IS YOU”
Message source
No celebritiesWomen with following qualities
SuccessfulIntelligentConfidentBalanced personality
Media Strategy
Stage 1
Stage 1•Teaser ads•PR- press kits•Direct marketing
Stage 2 •Television ads
Stage 3 •Enhance the website•Brand community
Stage 4 •Contests about personal lives•How did Pond’s age miracle help to boost your
Stage 5 •Sales promotion•Billboards and hoardings
Stage 6 •Sponsoring events like Mrs. India•Charity work like donations to old age homes
Building brand community
Activities
Pond’s age miracle theme partiesCommunity website
The Miracle
divas
Idea sharing
Online discussion forumsWriting product reviewsFeatures such as “ how Pond’s helped me work a miracle”?
Community benefits
Gift packs
Discount coupons
Opportunity to be featured in Pond’s ad
Product Information
DisseminationoPond’s beauty magazine
oNew products to be introduced in the marketoGrievance forum
Sales Promotion
Sampling
Demonstrations
(chromometer tests)
Premiums and gifts
Exhibits
Contests, games and sweepstake
s
Tie - ins
Direct Marketing
Catalogues
Mails
Electronic shopping
TV shoppingFax
mails
E mails
Voice mails
Blogs
Websites
Public Relations
Press kits
Speeches
Seminars
Annual ReportsCharity
Publications
Lobbying
Company magazine
Integrated Communications Campaign
Public Relations
Direct marketing
Sales Promotion
General advertisin
g
Message: You need more than nutrition, sleep and fitness to fight signs of ageing
Message: Pond’s age miracle helps boost
your confidence
Message: Your beauty enhances with your
confidence
Message: Pond’s age miracle has products
to address your specific needs
Multiple vehicle- multiple stage campaignNo information rivalry
Print ads
Public relation
sTV ads Website
Direct marketi
ng
Sales promoti
on
Thank You