Environment : Marketing Communication

Industry: Soft Drinks (Non Alcoholic Beverages)

Prakhar Singh

Group Assignment A
MARKETING COMMUNICATION
Marketing communications are messages
and related media used to communicate with
a market.

Those who practice advertising, direct

marketing, marketing, promotion, publicity,
sponsorship, public relations, sales, sales
promotion and online marketing are termed
marketing communicators.
Marketing Communication
Mix

Advertising
Sales Promotion
Public Relation
Personal Selling
Direct Marketing
Advertising:

 Any paid form of on non personal

presentation and promotion of ideas, goods,
or services by an identified sponsor.
 Direct marketing

Direct marketing is an interactive system of

marketing which uses one or more
advertising media to effect a measurable
response and transaction at any location.
 Direct Marketing
TV
Catalogs Shopping

Mailings Fax Mail

Telemarketing E-mail
Electronic
Shopping Voice Mail
Sales Promotion
Sales promotion is any initiative undertaken
by an organization to promote an increase in
sales, usage or trial of a product or service.
Public Relations
Public Relations (PR) are any purposeful communications
between an organisation and its publics that aim to
generate goodwill.
•Press kits
•Community
•Speeches Relations

•Seminars •Lobbying

•Annual Reports •Identity

Media
•Donations
•Company
•Sponsorships Magazine

•Publications •Events
Personal selling
Personal selling is the Face to face interaction
with one or more prospective purchasers for
the purpose of making sales.

Characteristics of Personal Selling:

Personal Interaction
Cultivation
Response
 Media
Message Decoding Receiver
Sender Encoding

Noise

Feedback Response
 Rural vs Urban
Rural
Needs to be educated and guided
towards making a decision
Once trust is formed, customer
loyalty is hard to break
Need products with essential
features, and not stripped down
versions or urban products
Like to “touch” and “feel” a
product before buying, therefore
demonstrations are usually most
effective
Urban
More aware and educated, need
less guidance, hence have more
autonomy over choice of product
Customer loyalty is stronger only
for a few brands, but usually
they’ll go for the brand providing
the best
Apart product
from essential features,
they also want additional features
of luxury and utility
Usually they like to “touch” and
“feel” only high value products.
ends in Marketing Communication
Traditional Advertising –
Big
but stagnant or decreasing
New Media –
Much smaller
but growing
Digital Media –
personal and addressable
but lack the infrastructure or scale
 Future Marketing
Trends
Going “Green”
Outdoor Ads
Mobile Phones
Online Social Networks
Widgets
Future Marketing Trends
Online Streaming videos
Behavioral to contextual
Interactive Brand
Experiences
One-to-One Customer
Interaction
Video Gaming
 Future Marketing trends

Marketing communication as service

Growth spurt for interactive marketing
Engage the customer
Off line support for online campaigns
Million bottles sold
 Founded in 1886 by John Pemberton in Atlanta

 Headquartered in Atlanta with operations in over 200 countries

worldwide

 More than 70% of its income outside US

 Annual turnover of US$19.8 billion and US$ 1 billion in India alone

 Product line includes:

 Coke
 Diet Coke
 Sprite
 Fanta
 Thums up
 Minute maid
 Advertising:
• Print & Broadcast Ads
• Outer Packaging. E.g. bottles, cans
• Motion Pictures. E.g. Taal
• Gifts. E.g. Watches, bottle openers
• Posters
• Leaflets E.g. Dominos
• Billboards & Display Signs
 Sales Promotion:
• Games. E.g. at fares
• Complimentary Gifts
• Sampling
• Rebates to dealers
• Entertainment
• Fairs and Trade Shows
 Public Relations:
• Press Kits. E.g. Beijing Olympics Torch Relay
• Sponsorships: Cricket, Football, Awards etc
• Identity Media
• Charitable Donations e.g. School for Tsunami Victims