Advertisement management

Subject- Advertising Management , Topic- Integrated Marketing Communications
Student’s Name-Kanishk
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NAME- Kanishk
SUBJECT- Advertisement
SEMEMESTER- 6TH
PROJECT TITLE- - IntegratedMarketingCommunications inUrbanMarket in India

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ACKNOWLEDEMENT
I am using this opportunity to express my gratitude to everyone who supported me throughout
the course of this MBA project. I am thankful for their aspiring guidance and friendly advice
during the project work. I am sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.
I express my warm thanks to Mr. Aniruddha Banerjee(DEAN,IIPM,KOLKATA)for his support and
guidance
and all the people who provided me with the facilities being required and conductive
conditions for my MBA project.
Thank you,
kanishk

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CONTENT
No Particulars Page no
1 Introduction 4-8
2 Hypothesis/synopsis 9 -10
3 Research methodology 11
4 Main research work 12-27
5 Key findings 28
6 conclusions 29-30
7 limitations 31
8 Reference/bibliography 32

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Introduction
Integrated Marketing Communication (IMC) is the application of consistent brand messaging
across both traditional and non-traditional marketing channels and using different promotional
methods to reinforce each other.
Integrated Marketing Communication -
Integrated marketing communication refers to integrating all the methods of brand
promotion to promote a particularproduct or service among target customers. In integrated
marketing communication, all aspects of marketing communication work together for increased
sales and maximum cost effectiveness.
various components of Integrated Marketing Communication:
1. The Foundation - As the name suggests, foundation stage involves detailed analysis of
both the product as well as target market. It is essential for marketers to understand the
brand, its offerings and end-users. You need to know the needs, attitudes and
expectations of the target customers. Keep a close watch on competitor’s activities.
2. The Corporate Culture - The features of products and services ought to be in line with
the work culture of the organization. Every organization has a vision and it’s important
for the marketers to keep in mind the same before designing products and services. Let
us understand it with the help of an example.
Organization A‘s vision is to promote green and clean world. Naturally its products need
to be eco friendly and biodegradable, in lines with the vision of the organization.
3. Brand Focus - Brand Focus represents the corporate identity of the brand.
4. Consumer Experience - Marketers need to focus on consumer experience which refers
to what the customers feel about the product. A consumer is likely to pick up a product
which has good packaging and looks attractive. Products need to meet and exceed
customer expectations.
5. Communication Tools - Communication tools include various modes of promoting a
particular brand such as advertising, direct selling, promoting through social media such
as facebook, twitter, orkut and so on.
6. Promotional Tools - Brands are promoted through various promotional tools such as
trade promotions, personal selling and so on. Organizations need to strengthen their
relationship with customers and external clients.
7. Integration Tools - Organizations need to keep a regular track on customer feedbacks
and reviews. You need to have specific software like customer relationship management

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(CRM) which helps in measuring the effectiveness of various integrated marketing
communications tools.
Integrated marketing communication enables all aspects of marketing mix to work together in
harmony to promote a particular product or service effectively among end-users. ntegrated
marketing communication integrates all aspects of marketing mix to promote products and
services among the end-users at the right time and right place. You need to promote your
products well for maximum awareness among the end-users.According to integrated
marketing communication plan, various methods of promoting a brand are put togetherfor
maximum effectiveness and better results.
Let us understand the same with the help of an example:
Organization B deals in providing lucrative holiday packages to end-users. The first step would
be to identify the target customers. It is crucial for the organizations to understand who would
be the best buyers for their products and services (in this example). For honeymoon packages
they need to target the newlyweds, for pilgrimage packages, it would be the senior citizens and
so on. Organization B can promote its brand by simultaneously giving advertisement in the
news paper (print media), promoting through social networking sites (Facebook, Twitter,
Orkut), through company’s websites, banners, hoardings, press conferences and so on.
Integrated marketing communication increases the visibility of the brand and also enables
customers to remember the brand whenever they go out for shopping. The impact of
integrated marketing communication plan is obviously more as end-users see the brand
simultaneously at multiple places.
How to create an integrated Marketing Communication Plan
An integrated marketing communication plan needs to keep in mind the available resources
and time to promote a particular product or service. Budgeting and allocating right resources
for promoting products and services through integrated marketing communication plan are of
utmost importance. The objective of the marketing plan needs to be clear.
The second step is to gather as much information as you can about your company, brand,
features and most importantly target audience. Understand who all would be the best buyers
of your products and services and what they expect of you and your organization? A marketer
needs to very clear of the vision, goals and objectives of his/her organization. Know what your
product is offering and how would it benefit the customers?
Plan out how you would like to proceed with the integrated marketing communication plan.
Always adopt a step by step approach. Do not forget to do your homework carefully before
writing an integrated marketing communication plan. Thorough research is essential.
Integrated marketing communication plan needs to include:

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 Detailed summary of your marketing plan as to how it intends to promote products and
services among target customers.
 Background, history and vision of your organization.
 Know your products well. Include features and essential components of your brand.
 Target market needs to be described well. Plan out how your brand can meet and
exceed customer expectations. Have clarity as to how your brand is better than your
competitors and why should consumers only buy your product and not go anywhere
else. It is essential to read customer’s mind and know their perceptions.
 Compare your brand with the competitors. Write down how your brand is better than
competitors? You need to keep a close watch on competitor’s activities.
 Do a SWOT analysis which highlights the strengths, weaknesses, threats and
opportunities of the marketing plan.
 Specify the tools and methods which would help you create awareness of your brand.
Integrated marketing plan needs to be reviewed periodically. Measure the results of the plan
and find out how is it helping your organization promote products successfully and earn higher
profits and revenues?
Integrated marketing communication plan blends essential components of marketing mix to
promote brands effectively among end-users. Integrated marketing communication plan
integrates various methods of marketing such as advertising, public relation, promotion
through social networking sites and so on to create awareness of products and services among
target audience. Brand communication methods instead of being used in isolation are all put
together under one umbrella to increase the visibility of a particular brand and eventually yield
higher profits for the organization.
Successful implementation of integrated marketing communication plan relies on clear
understanding of target customers - specifically their needs and expectations. Remember,
your product must exceed customer expectations for customers to stay loyal towards your
brand. Know how your brand would benefit end-users. It is essential to integrate the various
components of marketing mix effectively and sensibly for effective results. The blending needs
to be done with utmost care. Example - If you are giving an advertisement in the newspaper,
make sure the product details are also available on your company’s website, banners and
hoardings are displayed at proper places and so on.
Make sure products are promoted simultaneously at multiple places. Marketing tactics, instead
of being used in isolation, need to work in unison communicating the same message to the end-
users. Integrated marketing communication plan needs to reflect similar strategies employed
by organizations to promote their brands.
Make sure you assign fixed time and resources to implement integrated marketing
communication plan. Marketers need to strive hard to implement integrated communication
plans within the stipulated time frame with the budget allocated for the same. It is always

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advisable to focus on the best customers. Best customers are those who generate maximum
revenues for the organization. Understand who all are the highest users of your brand
(products and services)?
Let us understand this with the help of an example.
Nike shoes are a hit among college going students who prefer wearing them with jeans for a
casual look. Professionals or office goers would prefer spending on formal shoes which they can
wear daily to work. Nike instead of concentrating on mature professionals need to devise ways
to promote the brand among individuals within age bracket of 16-23 years through integrated
marketing communication plans. Brand can be promoted through print media, social
networking sites, campaigns in schools and colleges, website and so on simultaneously.
Promotional activities should not be undertaken just for the sake of it and as a mere formality.
What is the purpose of brand communication activities if the message does not reach
customers at the right time and the right place? Planning is important but what is more crucial
is executing the plan effectively for maximum results. Find out how much business would the
end-users bring to your organization, before allocating budgets for the implementation of the
plan. Careful analysis is essentialbefore you finally implement the plan. Integrated marketing
communication plans need to be implemented in the most cost effective way.
It is crucial to keep a close watch on the competitor’s activities as well. Once the integrated
marketing communication plan is well implemented, it is essential to measure its effectiveness
as well.
several components of a successful integrated marketing Strategy
Customer Focus - No strategy would yield results unless and until you value your customers.
Successful marketing strategies ought to start and end with customers. Customers are indeed
“Gods” who play a crucial role in the success or failure of an organization. Do not ignore your
customers while formulating essential marketing strategies for brand promotion. The needs
and requirements of the end-users need to be kept in mind. Make sure your products or
services meet and exceed customer expectations. Understand, why would an individual invest
in your brand if you do not have anything new and unique to offer? Integrated marketing
strategy is successful only when the features and benefits of the brands reach the target
customers in the desired manner and prompt them to buy the products or services
immediately. Customer feedbacks are essential and need to be monitored regularly. Every
business has some set of customers who are loyal and would never think of going to
competitors. Design your initial marketing strategies around such customers as you do not have
to try too hard to convince them.
Co-operation - Remember, only marketing professionals are not responsible for promoting
brands and making them popular in the market. Infact, the responsibility lies on the shoulders
of each and every individual who is directly associated with the organization. Interdepartmental

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cooperation is essential. Individuals need to work in unison, brainstorm ideas and come to
innovative ideas and unique solutions. All departments, example - marketing, sales, customer
care, service delivery need to work in close coordination for better results and maximum
customer satisfaction.
Database Communication - Employees need to communicate with each other effectively.
Information needs to reach all in its desired form. Employees associated with a particular
project need to have access to all relevant information, data, figures and so on required for its
successful implementation. Managers need to share correct information with all related
employees.
Leverage - Understand how each marketing channel promotes your brand among target
customers and also find out the costs associated with the same. Analyze which all channels are
the most cost effective for you to effectively integrate for promoting various products and
services to yield maximum profitability.
Profitability - Remember any strategy or idea is successful only when it generates additional
revenues for the organization. Every function and process needs to contribute to the earnings
of the organization. Make sure, marketing strategies influence customer decisions who in turn
remain loyal towards the organization concerned, eventually yielding higher profits.

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SYNOPSIS
Introduction- Integrated Marketing Communication (IMC) is the application of consistent brand
messaging across both traditional and non-traditional marketing channels and using different
promotional methods to reinforce each other. Integrated marketing communication refers to
integrating all the methods of brand promotion to promote a particular product or service
among target customers. In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum cost effectiveness.
Integrated Marketing Communications is a simple concept. It ensures that all forms of
communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means
integrating all the promotional tools, so that they work together in harmony.
Scope of Study – This project focuses on the
Data Collection –It iscombinationof primaryandsecondarydata fromdifferentwebsitesand
managementbooks.
ResearchMethodology- The projectcontainsacombinationof primaryandsecondarydata
Limitationof Study – The limitationorthe hurdle facedislackof properdata or accurate data. · Lack of
secondarydata
Some secondarydatais limitandinsufficient.Sometimes, external parties(suchassuppliers&workers)
don't like togive theirreal ideaaboutregardingthismatter.
· Draw backs inprimarydata collection
It isverydifficult.Because,all datanotalreadyavailable.Some datarelatedpeople feels,attitudes or
opinion.Andnextimportantfactisbothof primarydata have qualitative andquantitativebehavior.
Both of data is dependentsonpeople'sopinion.
· Time constraints
Thisshouldconductsimultaneouslywithotherlearningactivities.Therefore,Imust handle all learning
and researchactivitiesundergoodtime management.
Projectreporttimeline-

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PROJECT SUBMISSION –
ReferencesandBibliography–
https://brandalyzer.wordpress.com/2010/10/03/urban-consumer-markets-in-india/
http://thebestiims.blogspot.in/p/assignment-2-imc-plan-of-cadbury-dairy.html
http://www.managementstudyguide.com/importance-of-integrated-marketing-
communication.htm
http://www.ukessays.com/essays/marketing/integrated-marketing-communications-in-rural-
markets-in-india-marketing-essay.php
http://www.managementstudyguide.com/integrated-marketing-communications.htm

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REASERCH METHODOLOGY
Sources of data
Secondary data
I got all the secondary information from different websites, magazines, , etc.
Nature of outcome
Analyzing and interpreting the data
Checking the relevance of it

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MAIN REASERCH WORK
India'syoungurbandemographicisan attractive propositionforforeigninvestors.The Governmentof
Indiahas been INVESTINGinurbandevelopmentinthe country,whichmakesthe segment'sfuture
promising.A large andgrowingmiddle classinIndiaisnotonlybuyingluxurygoodsandservicesbut,in
an emergingmarketthe size of India,isalsoredefiningthe luxurymarket.
Significantly,Indialedthe global ConsumerConfidence Index inthe quarterendedDecember31, 2014,
followedbyIndonesiaandthe Philippines,accordingtomarketresearcherNielsen.Consumer
confidence inurbanIndiarose to129 inthe Decemberquarter,a three-pointrise overthe preceding
three months,anda 14-pointincrease fromthe year-earlierperiod.Thiswasthe thirdquarterina row
that Indialedthe index.The increasedconsumersentimentisalsoaidedbylowerinflationratesandthe
positive economicenvironmentanddevelopmentinitiativesledbythe new governmentthathave been
instrumental indrivingthe Indiagrowthstory.The increase inconfidence isseenacrosssectors,withthe
packagedconsumergoodssectorpoisedtogrow in double digitsin2015.
As pera McKinseyGlobal Institute (MGI) report,India'surbanpopulationisexpectedtotouch590
millionin2030, from340 millionin2008. Thisincrease ingrowthis expectedtoleadtoseveral positive
consequences.One,itwill bringaboutemploymentopportunities.Two,Indiacanexploitthispotential
to generate newMARKETS,manyof whichare not typicallyassociatedwiththe country,suchas
infrastructure,education,transportation,andhealthcare,amongothers.
Urban expansionisalsoanticipatedtotake place at a rapidrate. For instance,inthe period1971-2008,
the country's urbanpopulationincreasedby230 million;the additionof the next250 millionwilllikely
take place in half thattime.
India'surbanpopulationis projectedtoincrease atanannual rate of 2.3 per centin the period2006-
2016 and growat 1.4 percent.Today,urbanMARKETS account forabout 65 percent of total revenuesin
the country's consumerdurablessector.
Online retailing,bothdirectandthroughchannelssuchas eBay,will grow threefoldandbecome aRs
50,000 crore (US$ 8.09 billion) industryby2016, increasingat50-55 per centannuallyoverthe next
three years,as perCrisil.By2030, citieswill generate70 percent of netnew jobs,over 70 per centof
the country's grossdomesticproduct(GDP),anddrive a fourfoldincrease of percapitaincome across
India,as perresearchby McKinsey&Company.

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Also,salesof passenger,two-wheelers,three- wheelersandcommercial vehicleshave alsoregistereda
12.39 percent growthinNovember2014 overthe year-agocorrespondingperiod,accordingtothe
Societyof IndianAutomobile Manufacturers(SIAM).
The importance of rapidly-growingmetroareasisbroughtoutby the fact that urbanareas drive national
growthto a significantextent.Asof 2013, six Indiancitiescontributedapproximately9.5percentof the
country’sgrossdomesticproduct(GDP).Inaddition,all six citieshave growntheirGDPsfasterthanIndia
inthe period2000-14.
The heterogeneitythatcharacterizesthe modernIndianconsumerhascreatedamaze that
MARKETEERS wouldlike tounravel inordertotargettheirproductsandservicesprecisely.Inthisblog,
we see the analyticspresentedbyIndicusAnalyticsonthe variousfacets of urbanconsumers,across
geographiesandsocio-economicgroups.
Despite visiblegrowthinrural MARKETS,it isin the teemingurbancentresthatmostof the actiontakes
place.Indiancitiesvarynotonlyinsize butalsoin termsof its economicactivity.There are the bustling
metropolises,townsdominatedbymanufacturing(Coimbatore –Tiruppur),townsthatare basically
transporthubs(Itarsi) andminingtowns(Dhanbad).Andthenthereare numeroussmall towns,mostof
whichhave no special characteristicsandare overgrownvillageswhose marketsattractpeoplefromthe
countryside now.
Urban centrescan be classifiedintosevendistinctsets:
– Metroswithlarge populations –Mumbai,Delhi,Bangalore,Chennai andKolkata –are,of course,a
marketeer’sdelight.Theyall have agoodmix of people,the affluent,the middle classandthe poor.
Moreover,itisnot that Mumbai and Bangalore have that cosmopolitanmix of people;evenChennai is
shakingoff itsstaidconservative image.
– Mini-metrosare againfive innumber.Thesecitiesare growingsofastthattheyare strainingattheir
edgestomake it to the bigleague soon – Hyderabad,Ahmedabad,Pune,Coimbatore,andChandigarh.
On an average,mini-metroshave ahighershare of richhouseholdsthanmetros,areflectionof the
smallersize andthe higherdensityof professionalsandskilledmigrants.
– Tier1 towns,withpopulationsof more than1 million,33innumber,include moststate capitalsand
citiessuchas Allahabad,Jodhpur,Visakhapatnam,etc.
– Tier2 townshave populationsbetween6lakhsand1million.There are 28 inall,includingupcoming
citiessuchas Raipur,Ranchi,Bhubaneswar,Thiruvanthapuram, etc.
– Tier3 towns,withpopulationsbetween2lakhsand6 lakhsare 152 in numberandinclude Vellore,
Sonepat,Siliguri,Shimoga,Agartala,Aizawal,etc.
– Tier4 townsare the smallestwithpopulationsbetween1lakhand 2 lakhs.Thiscategoryhas 201,
including Shimla,Ambala,Dibrugarh,Wardha,etc.

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– Addto these the peri-urbancentres,4600 in number,withpopulationslessthan1 lakh,thatsurround
bigcitiesor lie onhighwaysacrossthe country,and we geta fairlygoodpicture of the diversityinIndia’s
urban MARKETS.
For those lookingtotapthe mostaffluent,metrosare of course the richestandare the largest
consumerMARKETS – these five citieshave apercapitaincome of 92000 rupeesperyear,compared
withthe lowestrungof peri-urbancentres,whosepercapitaincome is52000 rupeesperyear.
Interestingly,whileMumbai hasthe largestshare of richesthouseholdsEARNINGMOREthan 10 lakhs
peryear, itis Delhi withismiddleclass,publicsectorimage thathasthe highestnumberof such
households.Amongthe mini-metros,Pune,Ahmedabad,Hyderabad,Chandigarh,andCoimbatorerank
inthat order forthe highestnumberof affluenthouseholds.
What ismost notable aboutIndia’surbancentresisthattheyare spreadoutall over the countryand not
justclusteredinsome zones.Gujaratisthe leadingstate whenitcomestorich householdsintier-1cities
withSurat andVadodarathe hotspotshere,whileKeralahasthe highestconcentrationof rich
householdsamongtier-2cities.ThiruvanathapuramandKochi rankamongthe top five here.
If we lookat smallercities,Noida,Gurgaon,Mangalore,Kolhapurhave the highestnumberof affluent
households amongtier-3cities,while inthe smallesttowns,itisWestBengal andHaryana that stand
out forrich householdsamongtier-4towns – BidhanNagar,Panchkula,Haldia,andThanesar.
IMC Planof CadburyDairyMilk
MARKETING PLAN
Marketing Objectives:-
Over the years kitkat Choclate has positioneditself as an all-time favorite chocolate that is meant for all irrespective of the
age, class andgender. It has been always marketedas a chocolate havingthe contemporarytaste but which is affordable, with
several variants to select fromandover the time it has beentryingto positionitself as analternative to the traditional Indian
sweet. Whereasthe corporate strategies are centered towards ensuringprofitable growth in the MARKET andgrow
shareholder value over the long term the marketing strategiesare more particular whichcanbe stated a follows:-
Increase salesprofit of Cadburydiarymilk
Positioning Kitkat Choclateas a successful alternative to the traditionalIndian sweets inorder to cashinthe richtraditionof
Indianpeople associatedwithdesserts
SustainMARKET share over the year throughproduct innovationinproduct development andpackaging

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STP for kitkat Choclate
DairyMilk chocolate bars have beeninexistence since 1905. Their packaging has changed, althoughtheir promotions remain
somewhat constant but the positioning hasevolvedover the years. Their actual Kitkat Choclatechocolate has not been altered
over time except for whenbeing sold to different regions –Indians like creamier chocolate thandothose from EnglandsoDairy
Milk inIndia contains more ofa milkcontent.
Segmentation:- The segmentationof theMARKET fordairymilkisbasedonthree things.The first
one beingbasedgeography. Geographically,Dairy Milkbarsare segmentedbyconsumerpreferencesin
the area and are soldmore predominantlyinregionswhichconsume more snack/junkfood.The other
type of segmentationiscateringtothe impulse purchasers.These type of consumersformamajor
chunkof the consumerbase that the productcaters to. DairyMilksare oftenSTOCKED inconvenience
storesand the check-outaislesof supermarketsdue toimpulsepurchaserswhoare buyingthe
chocolate forpurchase and consumptionnow.The othersegmentisthe giftsegment.Givingaway
chocolatesasgiftsisa trendthat isfast catchingup inIndiaCadburydairymilkwantsto cash inon that.
The latestsegmentthat kitkatiscateringto isthe dessertsegment.The traditionof havingadessert
aftermeal ispresentineverycivilizationandthisisa huge segment.The latestdrive of dairymilkisto
become the national dessertof the country.Asfaras segmentingtheMARKET onincome there are
differentvariantsof dairymilk(bournvilleandsilk) targetedtowardsthe higherclasswhoare readyto
pay the premiumforextradarkchocolate.
Targeting:- Startingfrom 1905 the purchasersof dairymilkhave changedfromchildrentoall age
groups.WhenCadburystartedits operationinIndiatheirmainbuyerswere childrenandthe youthwho
broughtchocolatestocelebrate special occasion.Thislimitedthe marketforCadburydairymilk.Thisisa
reasonthat Cadburycame out withthe campaignof (‘kuchmeethahojaye’) tomake dairymilk
synonymouswithsweetsothatit couldtargetall the age groups.In Indiaitwas a mentalitythat
chocolatesare for childrenandthe adultswere more inclinedtowardstothe conventional sweets.This
campaigntargetedthemandsaw a change in the targetmarket forthe brand. Now the targetmarket
for dairymilkiseverymemberof the family.

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Positioning:- CadburyDairyMilk excelsatpositioning.Notonlycanthe chocolate barshave many
differentpositionsbasedonwhichsegment theyare in,butalsonone of the positionsdamperthe
effectsof otherpositions!Youthsee withwordCadburyasa synonymforchocolate,otherssee itas
synonymsforsweetandlove andbliss.InIndiaitpositioneditself as“spontaneous,special,carefree,
real moments(‘Mazza aa gaya’) inthe initial stage.Butlaterittriedtopositionitselfasbrandthat is
synonymouswithsweet(‘Kuch meethaho jaye’).The mostrecentcampaign(‘Shubh Aarambh’)triesto
take forwardthe initial positioningof dairymilkasan alternative forthe traditionalsweetandpositions
itself assomethingthatisasauspiciousasthe sweetwhichisgenerallyofferedas ‘bhog’ togods.
The MarketingMix:-
Product:- The product Kitkat Choclateis a chocolate bar that is made from real dark chocolate. The designof the chocolate is
nearlysame throughout the world withslight changesthat are made accordingto the different regions. The amount of milk
content indairymilkis the highest as comparedto other competitors. The components that are usedin making the chocolate
are sugar, cocoa butter, vegetable fats, cocoa mass andemulsifiers. The various variants of dairymilkare Wowie, Crackle, F ruit
and Nut, Crunchie, Temptations (roastedalmond, rum raisins and raisin apricot), Bournville and Silk.
Price:- CadburyDairyMilk has always adopted a competitive pricing strategyfor the basic product whereas hasgone for
premium pricingon the other other variants. The price list is givenas follows*:-
Product Weight(gms) Price(Rs.)
Dairy Milk 9.5 5
Dairy Milk 20 10
Dairy Milk 38 20
Dairy Milk Crackle, Roast
Almonds
42 35
Dairy Milk Wowie 17 10
Dairy Milk 95 60
The same price isfollowedall acrossthe country.
Place:- The companyhas five companyownedmanufacturingcapacitiesinThane,Induri (Pune),
Malanpur (Gwalior),BangaloreandBaddi (Himachal Pradesh).The sale officesare locatedinthe metros
and the headoffice islocatedinMumbai.The distributionstructure issuchthatCadburydairymilkare
solddirectlytothe retailersandthe whole sellers.Cadbury’sdistributionnetworkusedtoencompass
2100 whole sellersand450,000 retailers.

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Promotion:- Creationof a strongbrand isveryimportantinthe confectioneryindustry.Almost80
percentof the chocolate purchasesare unplannedandare on impulse.The mediamix foranycampaign
for KitkatChoclatecomprisesof TV,radio,print,OOHand Internet.The advertisementsare usedto
create and emotional bondingwiththe consumersandhence are highon the emotional content. The
printmediaisfor makingthe consumersmore knowledgeable aboutthe brandanddigital mediaisused
for more targetedtwowaycommunication.Overthe yearsdairymilkhasconcentratedheavilyonTV
advertisingbutlatelythereisashifttowardsdigital media.The promotionshave beendone keepingin
mindto increase brandloyaltyandtoencourage repeatpurchasesatthe same time increasingmarket
share.Apartfrom the mass mediathe otherstrategiesinclude makingdairymilkavisiblebrandin the
marketand encouragingfree samplesthroughcompetitionstogaintrustand familiarityamongthe
target audience.
5C Analysis:-
Company:- Cadburydairymilkisa brandof chocolate made byCadburyPlc.unitof KraftFoodsand sold
inseveral countriesaroundthe world.Itfirstwentonsale in1905 inthe UnitedKingdom.
Customers:- The prospective customerof dairymilkrange from5 to 60 yearsof age.Since dairymilk
has a range of product suitedforeverymemberof the family.The aimistostrengthenthe brand
relationshipinthe currentconsumer’slife.The rangesof customersvaryfordiarymilk.Whereassome
buyit as an alternative forsweetothersbuyitas a giftitem.The consumers mostlybuythe producton
impulse andare influencedbytaste/flavorandthenbycompany/brand.
Competitors:- The maincompetitorsof DairymilkinIndiaare nestle,MarsandAmul chocolates.The
highendchocolates(Bournvilleandsilk) alsoface competitionalsoface competitionfromthe imported
Swisschocolates.Butone of the biggestadvantage the dairymilkhasoveritscompetitorsisthe brand
loyaltythatit hasgot. The excellentadvertising,reachand accessibilityhasmade itthe top of mind
brand inthe chocolate category.
Climate:- The climate forthe chocolate industryanddairymilkinparticularseemsveryattractive ina
countrylike India.Withthe size of theMARKET beingsobigalongwithencouragingcategorygrowth
the prospectslookverygood.Since the productisnot seasonal andthe margin isalsogood makes the
climate forthe industryevenbetter.Withnew innovationscomingupintermsof productand packaging
the marketis still ona growthcurve.

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Collaborators: - AsalreadysaidCadburydairymilkmanagesa huge range of retailersandwhole sellers
whomake up the collaborators.Overthe yearsthe companyhas partneredwithvariousother
companieslike AdamPhilippinesin2001 so that KitkatChoclatehasamuchwiderdistributionnetwork
inthe Philippines.
ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION
Internal Analysis – assessesrelevant controllable issues
Firm’sPromotional Capabilities- Cadburyas a companyis a PLC. unitforKraft Foods.Dairymilkisthe
flagshipproductof CadburyinIndiaas well asabroad and the firmdoesn’tleave anystone unturnedto
promote the brandwhichgivesitthe highestrevenue.Asfaras the promotional capabilitiesis
concernedthe companyhasresortedto everycommunicationmedia(print,OOH,TV,radioetc.) to
create a highbrandrecall fordairy milk.Witha salesandadvertisementbudgetof nearlyfourhundred
crores the firmcan employanypromotional mechanismitwishesandithasdone full justice tothe dairy
milkbyspendingamajorchunk of thisbudgetinthe promotion of dairymilkandits variants.
Product/Service Analysis- Dairy Milkoffersarange of productssuitedforthe taste budsof all typesof
consumers – fromnutty flavourstorichchocolate flavours.A few of DairyMilk’sproductofferingsare as
follows:
Reviewof Past Promotional Programs -
Campaign Target Shift over the years Promo Mechanisms
Real Taste of Life Child in adult From just for kids to
the kid in every adult
TVC, Print,
Hoardings
Khanewalon ko
khane ka bahana
chahiye
Wider masses Appeal to a wider
mass based on age,
gender, etc.
TVC, Print,
Hoardings
Pappu Pass Ho
Gaya
Youngsters TVC, Hoardings
Miss Palampur Rural masses Shift to smaller packs TVC, Hoardings
Kuch Meetha Ho
Jaaye
Conversion of sweet
consumers to
chocolate for special
occasions
This was an
innovative idea and
Cadbury went ahead
with the
‘Celebrations’ packs
with these ads
TVC, Print,
Hoardings, Social
Media

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Khane ke baad
Meethe mein Kuch
Meetha Ho Jaaye
Targeting the habit of
Indians to have
desserts after meals
From converting
sweet consumers on
special occasions
Cadbury now tried to
sweet consumption
for dessert to
chocolate as well
TVC, Print,
Hoardings, Social
Media
Shubh Aarambh Targeting the belief
of Indians that
anything begun by
having something
sweet provides good
luck
Converting yet
another segment of
sweet consumers i.e.
before the start of
any work
TVC, Print,
Hoardings, Social
Media
External Analysis– assessesrelevantuncontrollable issues
Customer Analysis -
Who are the customers?
Cadbury has targeted different segments of consumers through their various ad
campaigns. From targeting kids they extended their target audience to 'the kid in every
adult' through their 'Real Taste of Life' campaign. Next they targeted the youths through
their 'Pappu Pass Ho Gaya' campaign and the rural populous through their 'Miss
Palampur' campaign. The last few of their ad campaigns have specifically been targeted
towards converting consumers of sweets to chocolates and this they have done
extensively by giving consumers the idea that chocolates could substitute sweets in
ways that consumers could never think of like on special occasions or for dessert after
meals or for the auspicious start of something important.
What do they buy and how they use it?
Purchase as a gift - CadburyDairy Milk Celebrations
As a snack
As a dessert
Where do they buy?
Leading supermarkets and 'big chains' stores

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Kirana stores
How hasCadbury triedtocapture these buyers?
For those shoppingatmallsandsupermarkets Cadbury aimedatasmany as possible usingbigboxes of
chocolates storednearbillingareatostimulate impulse buying
They alsousedthe conceptof eye level shelves toagreat extenttocapture the attention of consumers
Whendo the consumers buy?
Impulse buying
Festive season
Special Occasions
How dothey choose?
Consumers are influenced tobuya particularbrand/product basedonthe followingcriteriainthe order
of importance:
How they respondto marketingprograms?
Consumershave till date respondedverywell toCadbury's campaigns.With everynew campaign,
Cadbury'smarketshare has increasedandCadburyhas beenable tocapture the audience targeted.Also
brand loyaltyhasincreasedwiththe promotional campaigns.
Competitive Analysis -
Product
Feature
Nestle Amul Cadbury
MARKET
Position
2nd 3rd 1st
No. of variants Many Few Many
Gift Packs Yes No Yes
Objective To be the world’s largest
and best branded food
manufacturer, whilst
Confectioneries just
happens to be a side
business for Amul
To grow
theMARKET for
chocolate

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ensuring that the brand
name is synonymous
with products of the
highest quality
whose core
competency lies in
milk and milk
products
confectionery
To increase
Cadbury’s share of
the snacking sector
Strategy Integrated cost
leadership/differentiation
Wide range of products
Low cost operators
No clear-cut strategy Growing the market
by apt pricing
strategy that will
create a mass market
and to have offerings
in every category to
widen the market
Environmental Analysis -
Porter's 5 forces Analysis:
PEST Analysis:

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ANALYSISOFCOMMUNICATION PROCESS
Real Taste of Life
Communication Objective-Throughthe ad, theywantedto conveythe message that there is a child in eachone ofus andthey
wantedto appeal to that child, since childrenloved eating chocolates. The ad wasmeant to create a particular image inthe
eyes of the customer and successfullycommunicate what the product conveyed.
It appealed to the childin everyadult and CadburyDairyMilk became the perfect expression of 'spontaneity' and'shared good
feelings'In everyadult there is a child let that childexpress itselfgive in to temptation and satisfyhis or her
desire to sink teethintoa smoothcreamydelicious chocolate This approachappears to be unique to Cadbury.
What was Communicated-The Real Taste of Life waslaunched in the 1990 s. It was an attempt to capture the child-
like spontaneityineveryadult. Fromthe depictionof an oldman offering
his wife a DairyMilkchocolate to the dancinggirl incrowded stadium, it allreflectedthe impulsiveness andthe
spontaneityof the child inthe adult.

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Whytheycommunicated-Theywantedtore-create the image ofa child inthe eyes of the adults, remindthem of their
childhooddays andcreate animage that Cadburyessentiallystoodfor childhoodandstimulate themto buychocolate soas to
make themremember the childhooddays.
What was achieved-A change in Consumer mindset that chocolateswere mostlyfor kids andyoung people. Throughthe
campaign, adults realizedtheycouldandshouldenjoychocolates as well.
BUDGET DETERMINATIONFOR SHUBH AARAMBH CAMPAIGN
Shubh Aarambh campaign was launched in 2010, drawing lines from the traditional Indian
custom of having something sweet before embarking on something new.
We have adopted the Percentage of Sales method for budget determination of theShubh
Aarambh campaign. We have referred the Profit & loss statement of Cadbury India Ltd for 5
years prior to the launch of the Shubh Aarambh campaign i.e. from 2005 to 2009.
Profit & Loss account (in Rs Crores)
Dec '05 Dec '06 Dec '07 Dec '08 Dec '09
Income
Sales Turnover 1006.02 1149.97 1441.92 1751.24 2045.08
Sales Growth 14.3% 25.4% 21.5% 16.8%
Excise Duty 126.24 91.73 148.45 162.65 110.71
Net Sales 879.78 1,058.24 1,293.47 1,588.59 1,934.37
Other Income 17.87 8.71 7.68 25.07 12.67
Stock
Adjustments
10.44 -2.54 17.29 51.32 -16.28
Total Income 908.09 1,064.41 1,318.44 1,664.98 1,930.76
Expenditure
Raw Materials 246.22 441.53 563.06 732.53 832.28
Power & Fuel
Cost
19.62 20.83 25.3 29.7 37.25
Employee Cost 94.38 93.93 107.36 130.22 150.62
Other
Manufacturing
Expenses
138.85 57.63 76.61 96.01 6.52
SG&A
expenses
292.11 302.42 366.67 432.91 624.19
SG&A as % of
sales
29.0% 26.3% 25.4% 24.7% 30.5%

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Total Expenses 791.18 916.34 1,139.00 1,421.37 1,650.86
Operating
Profit
99.04 139.36 171.76 218.54 267.23
PBDIT 116.91 148.07 179.44 243.61 279.9
Interest 1.7 2.22 2.03 5.2 1.72
PBDT 115.21 145.85 177.41 238.41 278.18
Depreciation 34.07 33.41 34.32 36.52 43.83
Other Written
Off
0 0 0 0 0
Profit Before
Tax
81.14 112.44 143.09 201.89 234.35
Extra-ordinary
items
0 0 19.23 0 0
PBT (Post
Extra-ord
Items)
81.14 112.44 162.32 201.89 234.35
Tax 35.19 43.62 44.67 36.11 45.73
Reported Net
Profit
45.95 68.81 117.65 165.78 188.63
CAGR ( compound annual growth rate) of sales from 2005 to 2009 19.41%
Projectedsalesturnoverforyear2010 INR2441 crores
Average SG&A as % of sales 27.2%
Advertisingandsales promotionbudgetas% of sales(asper2009 data) 14%
Total advertisingandsalespromotionbudgetfor2010 INR342 crores
Revenue break up ofCadbury IndiaLtd

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Chocolate 65%
Confectionaries 11%
Malted health drink 24%
Total advertising and sales promotion budget for Chocolates category INR 222 crores
Break-Up of total promotional expense (In Rs crores)
Total Promotional Expense 222
Advertising 197.14
Sales Promotion 13.93
Events and Sponsorship 10.92
Advertising budget breakup (in INR crores)

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KEY FINDINGS
Integrated Marketing Communication (IMC) is the application of consistent brand messaging
across both traditional and non-traditional marketing channels and using different promotional
methods to reinforce each other.
Integrated Marketing Communication -
Integrated marketing communication refers to integrating all the methods of brand
promotion to promote a particularproduct or service among target customers. In integrated
marketing communication, all aspects of marketing communication work together for increased
sales and maximum cost effectiveness.
various components of Integrated Marketing Communication:

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1. The Foundation - As the name suggests, foundation stage involves detailed analysis of
both the product as well as target market. It is essential for marketers to understand the
brand, its offerings and end-users. You need to know the needs, attitudes and
expectations of the target customers. Keep a close watch on competitor’s activities.
2. The Corporate Culture - The features of products and services ought to be in line with
the work culture of the organization. Every organization has a vision and it’s important
for the marketers to keep in mind the same before designing products and services. Let
us understand it with the help of an example.
Organization A‘s vision is to promote green and clean world. Naturally its products need
to be eco friendly and biodegradable, in lines with the vision of the organization.
3. Brand Focus - Brand Focus represents the corporate identity of the brand.
4. Consumer Experience - Marketers need to focus on consumer experience which refers
to what the customers feel about the product. A consumer is likely to pick up a product
which has good packaging and looks attractive. Products need to meet and exceed
customer expectations.
5. Communication Tools - Communication tools include various modes of promoting a
particular brand such as advertising, direct selling, promoting through social media such
as facebook, twitter, orkut and so on.
6. Promotional Tools - Brands are promoted through various promotional tools such as
trade promotions, personal selling and so on. Organizations need to strengthen their
relationship with customers and external clients.
7. Integration Tools - Organizations need to keep a regular track on customer feedbacks
and reviews. You need to have specific software like customer relationship management
(CRM) which helps in measuring the effectiveness of various integrated marketing
communications tools.
CONCLUSION
Integrated marketing communication goes a long way in creating brand awareness among
customers at a minimal cost. Integrated marketing communication is essential not only for
business to business marketing but also for direct interaction with customers. Organizations
implementing integrated marketing communication not only successfully promote their brands
among target audience but also develop trust among them who would always stick to their
brands, no matter what. Through integrated marketing communication, similar message goes
to customers simultaneously, eventually creating a better impact on them. Believe me, the end-
user does not even think of buying Brand B, if features and benefits of Brand A are
communicated well to the end-users. Integrated marketing communication is more effective as
it carefully blends various marketing tools such as advertising, public relations, direct marketing
and so on.

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Integrated marketing communication scores over traditional ways of marketing as it focuses on
not only winning new customers but also maintaining long term healthy relationship with them.
Integrated marketing communication ensures two way dialogue with customers - a must in all
business. Customer feedbacks need to be monitored well if you wish to survive in the long run.
Remember, their feedbacks are valuable and need to be evaluated carefully. Gone are the days
when marketers used to rely only on advertising and simple promotions to make their brand
popular among end- users. In the current scenario of cut throat competition, marketers need to
promote their brands by effectively integrating relevant marketing tools for better results and
increased productivity. Integrated marketing communication plays an essential role in
delivering a unified message to end-users through various channels and thus has better chances
of attracting customers. A single message goes to customers across all marketing channels be it
TV, Radio, Banners, hoardings and so on. Integrated marketing communication ensures the
brand (product or service) is an instant hit among end-users. It also develops a sense of
attachment and loyalty among end-users.
Marketersdo notalso have to thinkreallyhardasto whichmarketingtool isreallyeffectiveincreating
brand awareness.Integratedmarketingcommunicationsavestime whichisoftenlostinfiguringoutthe
bestmarketingtool.Throughintegratedmarketingcommunication,marketerscansmartlyblendand
integrate all marketingtoolsforbetterresponse.Inalayman’slanguage integratedmarketing
communicationprovidesawide range of optionswhichhelpmarketersconnecteasilywiththeirtarget
customers. Integratedmarketingcommunicationensuresthatthe customergetsthe rightmessage at
the right place andright time.Integratedmarketingcommunicationusesseveral innovative waysto
promote brandsamongcustomerssuchas newspaperinserts,hoardingsandbannersatthe most
strategiclocations,pamphlets,brochures,radioortelevisionadvertisements,pressreleases,discount
coupons,loyaltyclubs,membershipclubs,PRActivities,salespromotionalactivities,directmarketing
initiatives,socialnetworkingsites(Face book.Twitter,Orkut),blogsandsoon.
Marketersneedtoensure thatthe rightmessage reachesthe rightcustomersatthe right time.Be
careful aboutthe contentof the advertisement,afterall youare payingforeverysecond.
SalesPromotion
Brands (Productsandservices) canalsobe promotedthroughdiscountcoupons,loyaltyclubs,
membershipcoupons,incentives,lucrativeschemes,attractive packagesforloyal customers,specially
designeddealsandsoon. Brandscan also be promotedeffectivelythroughnewspaperinserts,danglers,
bannersat the rightplace,glorifiers,wobblersetc.
DirectMarketing
Directmarketingenablesorganizationstocommunicate directlywiththe end-users.Varioustoolsfor
directmarketingare emails,textmessages,catalogues,brochures,promotionallettersandsoon.
Throughdirectmarketing,messagesreachend-usersdirectly.

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Personal Selling
Personal sellingisalsoone of the mosteffectivetoolsforintegratedmarketingcommunication.Personal
sellingtakesplace whenmarketerorsalesrepresentativesellsproductsorservicestoclients.Personal
sellinggoesalongwayinstrengtheningthe relationshipbetweenthe organizationandthe end-users.
Personal sellinginvolvesthe followingsteps:
1. Prospecting- Prospectinghelpsyoufindthe rightandpotential contact.
2. Making firstcontact - Marketersneedto establishfirstcontactwiththeirprospectiveclients
throughemails,telephone callsetc.Anappointmentisessential andmake sure youreachon time forthe
meeting.
3. The salescall - Nevereverlie toyourcustomers.Share whatall unique yourbrandhasto offer
to customers.Asa marketer,youyourself shouldbe convincedwithyourproductsandservicesif you
expectyourcustomerstoinvestinyourbrand.
4. Objectionhandling - Be readyto answeranyof the client’squeries.
5. Closingthe sale - Do not leave unlessanduntil yousuccessfullyclose the deal.There isnoharm
ingivingcustomerssome time tothinkanddecide accordingly.Do notbe aftertheirlife.
LIMITATIONS
The limitationorthe hurdle facedislackof properdata or accurate data.
. • Lack of secondarydata
Some secondarydatais limitandinsufficient.Sometimes,external parties(suchassuppliers&
workers) don't like togive theirreal ideaaboutregardingthismatter.
• Draw backsin primarydata collection

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It isverydifficult.Because,all datanotalreadyavailable.Some datarelatedpeople feels,
attitudesoropinion.Andnextimportantfactisbothof primarydata have qualitative andquantitative
behavior.Bothof data isdependentsonpeople'sopinion.
• Time constraints
Thisshouldconductsimultaneouslywithotherlearningactivities.Therefore,Imusthandle all
learningandresearchactivitiesundergoodtime management.
References and Bibliography
https://brandalyzer.wordpress.com/2010/10/03/urban-consumer-markets-in-india/
http://thebestiims.blogspot.in/p/assignment-2-imc-plan-of-cadbury-dairy.html
http://www.managementstudyguide.com/importance-of-integrated-marketing-
communication.htm

Semester-6th
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http://www.ukessays.com/essays/marketing/integrated-marketing-communications-in-rural-
markets-in-india-marketing-essay.php
http://www.managementstudyguide.com/integrated-marketing-communications.htm

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