Define Integrated Marketing Communication (IMC)

What is Integrated Marketing Communication?

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.

These include marketing research, new product development, distribution management, pricing,promotion, analysis of competition, etc

Concept of IMC:

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact.

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CASE 2: DAIRYMILK

Introduction The Cultural Context of Sweets in India In India, sweets, or mithais, have always been an integral part of celebrations and festivals. From ladoos to barfis, each region boasts a variety of traditional sweets that are used to mark joyous occasions. However, chocolates, a concept that originated in the West, started gaining popularity in India much later. The Introduction of Chocolates as a Western Concept Chocolates were initially introduced in India as a western luxury, primarily enjoyed by the urban elite. The idea of indulging in chocolate was novel, and it was considered a treat reserved for special occasions due to its high cost and limited availability. The Luxury Status of Chocolates in the 1940s During the 1940s, chocolates were considered a luxury item in India. They were often bitter in taste and were not easily accessible to the common people. This created a market gap that Dairy Milk would later fill. The Market Gap for Affordable, Sweet Chocolate...

CASE 1: DOORDARSHAN: INDA'S NATIONAL PUBLIC SERVICE BROADCASTER

Doordarshan Brand Case Study: Reinventing a Legacy Broadcast Network Doordarshan Brand Logo Background Doordarshan (DD), India’s national public service broadcaster, was established in 1959. It monopolized television broadcasting until the 1990s, with shows like Ramayan , Mahabharat , and Hum Log becoming cultural milestones. However, with the liberalization of India’s economy and the rise of private satellite channels in the 1990s, Doordarshan faced increasing competition. Despite its wide reach across rural and urban areas, DD was perceived as outdated and needed to maintain relevance with modern, urban viewers. Its challenge lay in revitalizing the brand while maintaining its core identity as a public service broadcaster. Challenges Faced Changing Viewer Preferences: Rise of private channels offering diverse content (e.g., Star TV, Zee, Sony). Growing preference for entertainment over educational or news programming. Outdated Brand Perception: Viewed as a channel f...

Srilankan Airlines Ad

This airlines has beutifully narrated whole Ramayana in storytelling approach in the advertisement. This ad begins with conversion of Grandmother and grand son about Epic story of Ramayanaa mentioneing that all the places of Ramayana is true and existing in the world. then she mentioned about Srilanka and Ramsetu ( the path leading to Srilanka and Built up by Lord Ram in order to rescue Sitamata) and so on. This child got interested to listen and explore the place by listening exiting ancient story regarding Lord Ram Click here to watch Srilankan airlines Tourism Ad Beautifully designed webiste to book your trip https://ramayanabysrilankan.com

Dr Puja Vora

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