Integrated Marketing Communications/Promotions

Integrated Marketing Communications

Marketing Communications Mix

While developing communications mix, it is very important to ensure that the process starts with a clear target audience in mind, potential buyers, current users, deciders, influencer etc. The target audience is a critical influence on the kind of communication campaign we choose.
It consists of Eight major models of Communication - 

1. Advertising

Any paid form of non personal presentation and promotion of ideas,goods or services via any from of media. All Out, over the years, has done a number of television advertisements and print advertisements to keep the audiences' engaged. Their longest running advertisement was with the Frog, and the tagline "Maccharron ka Yamraj".

Below is the link to their advertisement - 

Macchraon ka Yamraj

They even used cricket matches and aired their advertisements between the breaks to catch the eye of the match viewers.

As the positioning of the brand changed, the frog was replaced after 15 years of the ads running. It was now being changed to a more family oriented brand.

2. Sales Promotion

A variety of incentives to initiate trial or purchase of the product. It includes trade promotions, sales rep promotions and consumer promotions.  All Out's advertising campaigns which promised to protect the family from Malaria and Dengue were in a way sales promotion techniques. There was no direct selling in the channel as All Out was not a direct selling product but more of a general store purchase product. A lot of other incentive schemes were used such as super savers, One plus One, Deadly Exchange Scheme etc. These schemes impelled the customer to try the product at least once.

 

3. Public Relations & Publicity

A variety of programs directed internally or externally to promote the company's image or product. All Out did happen to use quite a lot of PR when it got caught in a controversy involving the use a chemical called Allethrine, which was supposedly poisonous. The PR of the of firm came into picture and managed the situation while the company shuffled their ingredients to make them more society-eco-friendly.

4. Word-of-Mouth

People to people, oral communication or written or electronic communication that relate to the experience of using the product.

5. Events 

All Out has also been a part sponsors of cricket tournaments at the lower tiers of the game to increase visibility.

There are other modes of the communication mix but aren't that dominant in case of All Out. They are - 

Direct Selling

Personal Selling

Interactive Selling