Integrated Marketing CommunicationIntegrated Marketing Communication Name: Umesh Edussuriya Student # : EDUSD81 Lecturer: Ms. Tharanga Madhavi Unit code : Mkt 2602 Date: 15/08/2010 Table of Contents 1 Umesh Edussuriya EDUSD81 Integrated Marketing Communication 1. Introduction 2. IMC campaign- PEO TV 3. IMC campaign- Kotmale 4. IMC campaign- Airtel 5. Differences and similarities 6. Conclusion 7. References 3 4 10 16 21 22 23 2 Umesh Edussuriya EDUSD81 SLT Peo TV Peo Silver package is a special package they have introduced which has over 30 channels which includes around 12 local channels and 20 international channels as well. While Kotmale Dairy products has been a very popular household brand in Sri Lanka and just introduced a variety of new flavours . direct marketing. themes. personal selling. sales promotions. etc.Integrated Marketing Communication 1. In this report you will be able to see how IMC campaigns has been launched in three organizations which are namely SLT Peo TV (Peo Silver). How IMC campaigns have been launched for all three of these products will be further discussed in depth in this report and you will be able to see and conclude on which product has used the best IMC campaign after reading the similarities and differences of the three campaigns when it comes to their marketing strategy such as advertising. 3 Umesh Edussuriya EDUSD81 . Kotmale Dairy products and Airtel Mobile. Airtel Mobile is conquering the mobile telecommunication market with time with their new and attractive looks. Introduction Integrated marketing communications is a very important marketing strategy for organizations in the present society. packages and other value added services. Technologies and Customer Support.9%). IMC campaign.SLT Peo TV ( Peo Silver) Sri Lanka Telecom PLC is one of the leading telecommunication services providers in Sri Lanka. Government of Sri Lanka (49.Integrated Marketing Communication 2. in order to establish its operations in the rapidly growing Sri Lankan Pay Television Industry. we will be a customer driven.SLT VisionCom is the pioneer IPTV service provider in Sri Lanka. SLT provides various services and facilities which are unmatched in scope. Powered by excellent People and Solutions. A fully owned subsidiary of Sri Lanka Telecom. This blue chip company is owned by Global Telecommunication Holdings N. ‘SLT Vision Com (Pvt) Ltd’ launched PEOTV in 2008. high performance company that delivers superior. SLT VisionCom commenced commercial operations of Internet Protocol services in 2007 after obtaining the media broadcasting license by the Ministry Of Media. of Netherlands (44.55%) and the general public. large and small corporate. SLT group has a customer base of over four million including multinational corporations. sustained shareholder value” 4 Umesh Edussuriya EDUSD81 . Products. Sri Lanka Telecom is considered to be one of the most valuable blue chip companies of the country with an annual turnover of more than Rs 40 billion.V. retail and domestic customers. Vision and Mission of SLT VisionCom Vision “To be the leader in e-entertainment and e-Education Information Society in Sri Lanka” Mission “To provide our customers with the world’s best and most innovative Media Services. PEO Silver.000 to 60. Channel Memorizing. PEO Silver PEO Silver is a package which has 30+ channels(including 12 local channels and 20 international channels. IPTV service is integrated with multimedia communication technology in order to make the customer experience beyond the basic television experience. “Ranaviru pranama”. The connection charges is Rs.Integrated Marketing Communication Internet Protocol Television (IPTV) arrived as a result in the growth of satellite service and digital cable. To increase the number of household customers from 25. PEO TV has packages namely. PEO Gold and PEO Platinum. taxes. To give the PEO TV facilities to customers all around the island. It has special features such as Time-Shift TV.000. Live TV multi Audio. Marketing Objectives • • • To increase awareness of PEO Silver amongst both existing and potential customers. Video On demand and Digital quality pictures on MPEG4 format. 9550/= + Govt. Personalized Entertainment Option (PEO TV) is the latest revolutionized television entertainment in the country that provides internet protocol TV to the home television set. The customers will be able to enjoy television services through the telephone line connected to the customer premises within a period of six months. PEO Silver connections can be purchased from wide branch network and franchising units of Abans / Singer outlets and Country wide SLT Teleshops and SLT Regional Offices. 5 Umesh Edussuriya EDUSD81 . Such as.5 Km. SLT VisionCom will be targeting all middle income earning households as it is identified as meaningful as per the basic requirements of obtaining PEO Silver package and a majority of Sri Lankan households belong to the middle income earning category. metro Colombo. In terms of geographic segmentation areas such as Colombo. However as the marketing communication plan is for the year 2010.000 customers which includes both ADSL Users who are using other Pay TV connections. the total estimated target market for the year 2010 will be 80.5 million.000 new customers out of the 160. The total estimated market for year 2010 is 160. • • • • A SLT Fixed Line An ADSL Connection Being within the distance of 3. There are several basic requirements to be full filled in order to obtain a PEO Silver Pay TV connection. and outstation where there is coverage in Sri Lanka are targeted. However according to the marketing plan of PEO TV. during the first year (2010). PEO Silver is hoping to attract a total of 80. Therefore SLT Vision Com will be 6 Umesh Edussuriya EDUSD81 .950 plus Gov Taxes and monthly rentals of Rs 799.000. The ability to pay the connection charges of 9.000. who are known to be switchers and non users which can be targeted as new customers.Integrated Marketing Communication The Target Audience The potential target customers of PEO silver will be the SLT fixed line customers who consist of 1. How the IMC tools were used • Personal selling 7 Umesh Edussuriya EDUSD81 .000 PEO Silver customers within the year 2010. Interest and Acceptance for the brand PEO Silver from 25% to 55% amongst its target market within the year 2010. • Stimulate action To attract a total number of 20. Metro Colombo and Outstation areas in Sri Lanka) within the year 2010. actionable and profitable segment and to promote the product effectively amongst the target market. • Increase Brand Preference and acceptance To increase the level of Preference. Communication objectives • Brand Awareness To increase the level of awareness from 20% to 50% on PEO Silver amongst its target audience (middle income earning households living in Colombo. Campaign Idea As there are many competitors.Integrated Marketing Communication adopting a mass market strategy to create a meaningful. to be the top of the mind brand in satellite TV and promote the quality and the benefits of PEO Silver towards the consumers island wide advertising through all 3 languages. such as in news hours. News papers. • Word of Mouth Using satisfied customers and Opinion Leaders to spread the good news of PEO Silver package among the target audience. • Advertising Advertising in the prime times. popular tele dramas are important through TV and also Radio advertisements between musical programmes can be effective. 8 Umesh Edussuriya EDUSD81 . • Direct Marketing Through Emails sent out at large to those in the Target Audience and also use of internet blogs to communicate the benefit. service and the VAS of PEO Silver package. Also can make customers aware of PEO Silver and better interaction through the use of Interactive brochures. brochures are other ways of capturing customer attention. billboards.Integrated Marketing Communication Fairs and trade shows to present the PEO Silver package and show the benefits to the end users and attract new customers and also incentive programs to improve sales and retail performance. magazines. • Public relations Communication through Annual reports. Press conferences 9 Umesh Edussuriya EDUSD81 . Street Promotions.Integrated Marketing Communication • Sales Promotions Free packages. Name Boards. Sponsorships. Seasonal Rate Reductions are also ways of customer attraction. as it is the farmer families livelihood”.This would thus further strengthening their market share and their position as the company with the largest locally manufactured dairy product portfolio in the country. “The cattle in turn provide the villagers with milk.“KOTMALE PRODUCTS” Kotmale dairy products which have long been a household name in Sri Lanka is making available a new variety of exciting flavours and brand new packaging aimed at enticing the consumer. From the centre. IMC campaign. purpose built for holding milk before processing. 10 Umesh Edussuriya EDUSD81 .Integrated Marketing Communication 3. tend and care for their cattle. The statement said the Kotmale story began in basic cattle farms in the central highlands and northern dry zone where simple and poor farm folk. the milk makes its way to the factories at which they are processed to eliminate and destroy any possible harmful bacteria which may be present to ensure the safety of the final product. The collected milk is then transported to the nearest collection centre in hygienic sealed urns and transferred to specialised chilled storage tanks. which is then ready to become the principal ingredient in many of the most delightful and nutritious food items which have become a part of people’s daily diet. which the farmers extract taking great care to ensure that it is collected with minimum disturbance or discomfort to the animal. Mission:. The reason being that ‘Kotmale’ has the largest dairy product portfolio. Products 11 Umesh Edussuriya EDUSD81 . ice cream. cheese. Within each of these product categories exists a vivid variety. which caters to the need of every consumer and is capable of capturing the imagination of even the most selective child who considers them selves to be a connoisseur of milk based treats. continuously seeking opportunities for growth and creating an environment that develops. motivates and rewards all employees whilst providing consistent returns to all stakeholders. Today. these products cross the paths of the Sri Lankan consumer many times a day without them even realizing this fact.To be the leading producer of food and beverage products for the local and international market. purchasing over 12 million litres of milk annually with the most of it sourced directly from more than 8000 farmers across the central region of the country.Providing the nation with quality and affordable food and beverage products using state of the art technology and local expertise. of any dairy product manufacturing company in Sri Lanka. full cream milk powder. yoghurt.Integrated Marketing Communication “Many Sri Lankans start their day with maybe one or more Kotmale products which constitute their breakfast and starting there. Their product portfolio currently boasts of fresh liquid milk (either pasteurized to eliminate harmful bacteria or Ultra Heat Treated for long life). fresh cream and even ghee. kotmale is the third largest fresh milk collector in the country. Vision and mission Vision: . Ice cream Multiple flavours collated in a diverse range of 100% dairy ice cream. plain and spiced processed and cheese spread. Manufactured to an international recipe. the staple flovours of vanilla. while the fresh fruit into the ice cream which is unique. Supplying to both the reatil and hospitality sectors.Integrated Marketing Communication UHT Milk & pasteurized Milk One of the largest producers of both pasteurized and UHT milk in the country. toppings and exotic recipes. kotmale now enjoys market leadership in the category. Available in plain and flavoured variants. remain incomparable to any other producer’s range available in the market today. Fresh cream The largest producer of fresh cream is the purest form of pure fresh milk and is sought after by housewives and the hospitality industry alike for use as whipped cream in desserts. plain and spiced balls. strawberry and mango present the rich and creamy flavour of farm fresh milk. Yoghurt 12 Umesh Edussuriya EDUSD81 . Cheese Producing some of the finest cheeses. chocolate. as well as an expansive range of spiced cheeses. Kotmale’s rich and creamy ice cream encompossess the natural goodness of pure fresh milk. the kotmale cheese board includes swiss. It is manufactured using home growing fresh milk.Integrated Marketing Communication Packaged distinctively in square cups and containers for customer attraction in a dual range of set yoghurt and non. Marketing objectives • • To be the leading producer of dairy products by the year 2011 in Sri Lanka. Produced with pure fresh milk into which special cultures are added to give it the uniqueness that makes it a kotmale product. • To further empower the company’s most valued business partners and the farmers. • To be the largest fresh milk collector in the country. The Target audience 13 Umesh Edussuriya EDUSD81 .fat yoghurt is expertly contained within the product. which has seen an unprecedented fillip since the end of the war in May 2009. amongst the reputed chefs in Sri lanka. Curd Kotmale is abundant with rich dairy goodness. network. • To distribute Kotmale Products Island wide so the consumers can buy Kotmale products when ever they need. To give further penetration into the tourism industry. The product has earned a name for its quality. To be the Top of the Mind brand in dairy products in 2011. Communication objectives • • Promote the quality. creaminess and value for the money towards consumers. also the elderly generation has the option experiencing the pasteurized milk which they normally prefer more due to health awareness. • • To establish Kotmale as a trusted and a high quality dairy product in the consumer mind. How the IMC tools were used • Personal selling 14 Umesh Edussuriya EDUSD81 . So basically it targets all most every kind of people. Same scenario is in the yoghurt product where the elderly people have the option of having the non. Campaign idea To be the top of the mind brand in dairy products and promote the quality and the standards of Kotmale towards the consumers island wide advertising through all 3 languages. freshness. Ice cream is mainly targeted for the children and the younger generation while the fresh cream product is mainly targeted to the house wives.fat yoghurt and the others the set yoghurt. Not only the children and the young generation can experience the taste of the milk products.Integrated Marketing Communication Kotmale produces different variety of products. Make awareness of all the brands Kotmale has since mostly people are aware about Kotmale UHT Milk. banners. etc to make awareness of all the brands Kotmale has since mostly people are aware about Kotmale UHT Milk and to establish Kotmale as a trusted and a high quality dairy product in the consumer mind. brochures. freshness. Billboards. • Sales promotions Give buy one get one free or special discount rate specially in season days to get the consumer attraction. Radio. • Advertising Advertising through TV. • Sponsorships Sponsoring school events and specially sports events as Kotmale is a dairy product to capture the younger generation’s alertness. creaminess and value for the money towards consumers.Integrated Marketing Communication Providing samples and also new products such as new flavours to customers by going to main cities/towns to promote the quality. 15 Umesh Edussuriya EDUSD81 . Bharti Tele-ventures was renamed as Bharti Airtel Limited in 2006 and currently stands as the leading mobile service provider in India. Installation of the next-generation-cable system in 01/02 connected India with South East-Aisa/Middle-East/Europe. Airtel has a holistic approach to link its Employees-base of approximately 30. Sustained as the 1 st private sector to launch national/international long-distance services they entitled them to US$ 1bn revenue club. Airtel currently has adopted the latest technologies/infrastructures to provide faster and quality service. CSR programme/ethics and corporate-governance has ensured highest standards. serving in all 23 licesend telecom-cicles covering 420. IMC Campaign.000.000 towns/villages with 15 subsidairy companies.Integrated Marketing Communication 4.They have several long-term HR strategies to attract/retain/get the best talent.Airtel Mobile “Airtel” the famous brand of Bharti Tele-Ventures was launched on 07/07/1995 as a Public limited mobile-service provider in Delhi and Himachal Pradesh. 16 Umesh Edussuriya EDUSD81 . with headquarters in New Delhi. Expectations of the market are high. Molding minds of this growing 17 Umesh Edussuriya EDUSD81 . Therefore Airtel target a mass market of both urban/rural population ages 15/above to create a meaningful and actionable segment.25 from urban areas is identified as a main target due to the high-usage trends and willingness to experience. Initially younger generation between the ages of 15. Company will adopt core-values of the mother company with a twist of SL taste. Since SL is a small country nich-marketing is non-profitability. Vision and mission of Airtel Mobile Vision To become the most globally admired telecom service.Integrated Marketing Communication Capabilities have lead Airtel to launch its operations in SL. Tough competition will appeal. Mission By end of 2010 Airtel to be the most admired brand. Targeted by top talent Benchmarked by more businesses Target Audience SL has a mature mobile-market with 4 competitors. They have invested $100M in SL and planning to invest $200M over the next 5 years. Marketing objectives • • • Loved by more customers. Integrated Marketing Communication segment to Accept Airtel will influence other customers to purchase. Brand Awareness is therefore a main communication objective to reach the ultimate objective of Airtel.542). p. Airtel hopes to promote this 18 Umesh Edussuriya EDUSD81 . Airtel won’t forget to serve the needs of the rest of the potential customers. Communication objectives “Ability to identify (recognize and recall) the brand within the category: with sufficient details to make a purchase” (Marketing management. Initially a Normal package will be offered under “Simple Plan” where the basic facilities will be provided with extremely impressive low rates. Although Couple-packages are been given. While recall identifies the Airtel brand outside. Airtel expects to attract this target by providing innovative Rollercoaster package (includes features for university/working crowed etc) will provide non-blocked/low-rates with special features. recognizing identifies the Airtel brand inside a shop among several brands. “Create 90% awareness level among the Age 15 and above urban and rural population of SL within the time frame of 01/11/08 to 01/03/09” • Brand Preference and Acceptance Brand preference is “The deliberate decision to choose one brand over another” Once a brand is being preferred it’s a matter of push towards accepting it. Therefore to reach this target through communication Airtel expects to Obtain 5% of the total expected switchers from other competitors within the year 2010. which will solve cost issues of young users and force targets to accept Airtel in a turbulent economy. “Create 65% Brand Preference and 40% Brand Acceptance among the Age 15 and above urban and rural population of SL within the year 2010”. availability and simple plan. Campaign Idea 19 Umesh Edussuriya EDUSD81 . By achieving this they’ll reduce marketing-costs.25% from the total Airtel market size during the year 2010”. • This Brand Loyalty is yet an important area towards building strong brand equity. By addressing these factors Airtel expects to have a reduced leaving customer rate.Integrated Marketing Communication communication objective by affordability. consumer satisfaction and level of commitment. • Brand Switchers from competitors Airtel plans to obtain market switchers of 3.500. “Maintain customer leaving rate maximum at 0.000 within 5 years from its competitors. It’s “the extent to which consumers buy or use a brand in preference to other brands.” It’s not the same as brand loyalty. Have time to respond to competitive threats and attract new customers. Airtel expects to address this matter by enforcing brand trust. to be the top of the mind brand in mobile telecommunication sector and promote the quality and the benefits of Airtel towards the consumers island wide advertising through all 3 languages. • Publicity and public relations 20 Umesh Edussuriya EDUSD81 . News papers.Integrated Marketing Communication As there are many competitors. How the IMC tools were used • Advertising Advertising in the prime times. popular tele dramas are important through TV and also Radio advertisements between musical programmes can be effective. such as in news hours. brochures are other ways of capturing customer attention. magazines. Billboards and posters will be put up with regarding to the amount of population in each province. billboards. Options selection between monetary incentives/product promotion packages will be given. • Personal selling This perfect solution will reach retailers/create an Impact that Airtel gives preferences to select best shops for their network/targeted message can be conveyed more structurally/Interactivity between Airtel will be increase and therefore relationship (cultivate) will be built with these retailers. Full page/half page advertisements will be published in right-hand side in pg 5/9 to grab attention in following news papers which will cover 90% of the total population. This will help obtain an additional market by trail buying customers. • Word of Mouth Airtel’s going to offer lowest-value packages for a limited amount. Similarities and differences between these IMC campaigns Similarities • • All these IMC campaigns aim is to spread island wide. All these IMC campaigns aim is to advertise in basic ways such as TV. All 3 products have a similar number of competitors. This will cover gaps between the company’s point-of-view and media-coverage. This can create/maintain corporate-identity/Improve Company’s-reputation/build relationships with media etc. It’s a cost-effective tool which has message flexibility and useful for crisis management. Differences • Even though PEO Silver and Airtel seek for word of mouth promotions Kotmale is not interested. • • All these 3 products vision is to be the top of the mind brand within the coming years.Integrated Marketing Communication “A variety of programmes designed to promote and protect a company’s image and its products”. by high-credibility/ability to catch buyer’s off-guard. 5. 21 Umesh Edussuriya EDUSD81 . Radio and other simple methods where the customers can get the information easily. And their target audience is specified because they can give PEO Silver connections only to the customers who have SLT connections and ADSL connections which is much approachable and also they have a specific target of increasing 25000.60000 house holds in 1 year. 22 Umesh Edussuriya EDUSD81 . 6. Also as it’s main IMC tool is personal selling.Integrated Marketing Communication • Eventhough Kotmale and Airtel is interested in the international market. Conclusion According to my opinion the best promotion campaign is PEO TV (PEO Silver) Product because their Vision and Mission is simple which is more achievable than the other 2 products which are Kotmale and Airtel. its simple and customers can understand easily what the product benefits are. PEO Tv is only concerned about the Sri Lankan market. airtel. 2010] • PEO TV. [Online] Available from: http://www. [Accessed: 15th January.lk 23 Umesh Edussuriya EDUSD81 . [Online] Available from: http://peotvnews. References • Sri Lanka Telecom.peotv. Personalized Entertainment Option. (2008).blogspot.com/index. (2009). About SLT. The Best Way to Watch TV. 2010] • PEO TV News Blog.slt.htm. [Accessed: 15th January. [Online] Available from: http://www.php.lk/data/aboutslt/aboutslt. 2010] • • • Kotmale annual report 2009/10 Airtel annual report 2009/10 www. (2009). [Accessed: 12th February.Integrated Marketing Communication 7.com/. Integrated Marketing Communication • http://sundaytimes.lk/070513/FinancialTimes/ft309.html 24 Umesh Edussuriya EDUSD81 .