4.

d)The Celebrities play an important role when it comes to endorsing brands or

products as they are the most sort after people when it comes to the general public.
Promoting products and services to build brand awareness and credibility. Since
movies and serials are the most common forms of entertainment film stars turn out
to be the role models for a lot of people be it any age group. They play multiple
roles from brand endorsers to brand ambassadors as they have a tremendous
impact on the public. One of the major reasons that most of the brands go for
celebrity endorsements is because of their influence, reach, coverage and the most
important thing is their influence on specific target group. For instance if we take
Amitabh Bachchan he has been endorsing brands like Cadbury, Kalyan Jwellers, Reid
& Taylor, Parker Pens etc. Since Mr Bachchan has been in the industry for such a
long time that people trust his word when he endorses any product, there is always
an assurance in his words.
When brands establishing a relationship and connection to popular names in
entertainment, sports, fashion, and other verticals, there is a very high potential to
boost up the sales drastically, especially when the consumer believes that the
product is actually used by the celebrity him or herself.
We have generally seen a trend that mostly from the entertainment world are the
people who are taken up for brand endorsements and not people who own
companies or work for NGOs unlike few people like Narayana Murthy of Infosys who
endorsed Windows XP etc. These people feature in these company advertisements
to offer testimony of the quality of its products.
Companies have been using celebrities and athletes for brand endorsements since
the late 1930s, when baseball legend Babe Ruth endorsed a soft drink brand called
Red Rock Cola. So this phenomenon has been prevalent since many years just that
the strategies involved have changed. These days celebrities are also used to
repair the damage of companies reputation. Big brand houses pick Celebrities
depending on which field they belong to like brands like Nike will approach Sports
stars like Roger Federer similarly brands like Lakme will approach Kareena Kapoor
depending upon the appeal of the celebrities.
The encouraging point to the companies is that they could get the greater visibility
for their products and services by using a single human brand instead of spending
money on a variety of TV commercials and Banners and print ads. Celebrities turn
out to be very good brand icons who provide a wide range of visibility. The flip side
to the celebrity endorsements is the consistency of the image that is maintained by
these people. These are certain challenges that are faced by the companies, which
celebrity to be chosen, does his or her personality match the brand, does the
celebrity have a good shelf life, are they accepted by the public, do they have a
mass appeal, will there be brand recall guaranteed if a particular celebrity is
chosen. All these factors are very important.
Celebrities play a very important role when I comes to publicizing the brand, brand
recall and also brand association, but more effort has to be taken to quantify the
relationship of using celebrities as sales figures.

5.a)Over the past few years, number of conferences, seminars have tried to
address and resolve the definition and future of what has traditionally been called
modern advertising,. Advertising is based on attempts to engage consumers,
primarily buyers, and influence them in their purchase decisions. Yet how that is
accomplished is still up for a question. The end goal of such research often is to
figure out the short-term effects of various marketing and communication tactics
so that they can be copied or at least used as a base for moving the field
forward. And while they might yield success in advertising, these tactical or
strategic mechanisms would not be substantial enough with which to build a
definition or a theoretical base for the field and practice of advertising, and it's
certainly not a format for defining the future.
Advertising is aimed at encompassing the creative and multimedia messages by
or on behalf of marketers from profit seeking sellers. The major challenge faced
is that even if an ad concept is written keeping in mind the current market
condition, it may be accurate, relevant, and cogent today but eventually it turns
out to be worthless thats why we see that the companies need to keep coming
up with new creative ideas to match the demands and expectations of the
viewers and consumers so that it is accepted by the market place.
Advertising today is an accumulation of continuously evolving set of ideas,
processes and factors. The deciding factor is definitely the market and the
consumer. Advertising is so imprecise that advertisers spend because either they
have been spending money on advertisements or cause their competitors are

spending. This lack of understanding regarding what causes the activation of

advertising.
Advertising is basically aimed at communication provided by the sellers which is
directed to the consumers at any level which is commonly distributed by the
media organizations based on some kind of fee payment. The aim of the
communication is to gain the attention of the target group or consumers. The
outcome of the advertising campaign is measured by calculation of the returns or
change in communication effect.
5.b) IMC Initiatives by various companies
AMUL
As the integrated marketing communication strategy has been a huge hit over the past few
decades it is implied Amul is on the right track as far as communication with its potential
customers is concerned
Advertising: The print advertisement is the forte of Amul which it needs to cling on to. Their
presence in the hoardings, billboards, newspapers, magazines, etc. are extensive.
Public Relations Activities: The generic perception about Amul is that of a brand which has a
take on almost all social or contemporary issues or events that happen. Thus, Amul already has
that launching pad, which is essential for any organization to launch its public relation activities.
Target Marketing Process: As Amul has consistently targeted the middle class through most of its
advertisements and marketing campaigns
Identifying Target Markets: As Amul has consistently targeted the middle class through most of
its advertisements and marketing campaigns

Market Segemetation: Amul have till date focused all its marketing campaigns on a mass scale,
which consequently appeals to a wider audience. The success of the Amul Girl also testifies the
fact that Amul knows what it has been doing.
Pricing Decisions: The pricing of all Amul products have been reasonably moderate.
The Amul Ice cream segment might be a specific exception. However the ice creams
are positioned in such a way to lock horns to with high end market players. Thus the
pricing of policy for ice creams is justified. For the rest of the product lines, the
pricing is moderate and aims at targeting the middle class. With the kind of the
brand image it enjoys, Amul can continue with their current pricing policies.
Creative Planning : Amul has been positioning itself as an affordable product from
the beginning of their journey. Thus the designing of the themes, advertisements,
slogans, and taglines have all followed that pattern and have been in line with the
fundamental theme.
Development of Theme: The Amul theme was designed as Utterly Butterly
Delicious initially. The Amul Girl, who was the brand ambassador of the Amul Butter
product, carried this theme with ease, with the catch phrases that accompanied her.
Amul had carefully developed the theme of the advertisements that were getting
published in the print media, hoardings, bill-boards and so on. They wanted to
establish a connection with the potential consumer base, which belonged to a
diverse group of people. Thus the entire campaign was designed as such, that it
could connect with the people aged from eight to eighty.
Appeal: Amuls advertising campaigns are targeted to wide section of the
population. Thus the need for these advertising campaigns are to have a mass
appeal. The hoarding advertisements, the print advertisements that get published
in the newspaper should be able to connect with the public. The beauty of Amuls
Butter Girl campaign is the fact that, while the catch phrases connects with the
matured section of the society, whereas the Butter Girl connects with the kids. Thus
Amuls campaign appeals to a greater range of the society. Additionally the ability to
come up with a comment on the most relevant and contemporary issues of the
country, also stands them in good stead. As the nation is aware of the fact, that

Amul is up to date with the happenings in the country. Thus there is an automatic
inclination to stay associated with a brand, which is so contemporary by nature.

NESCAFE

The NESCAF coffee one of the most popular and successful drinks made by the Brand Nestle
is a proof of the brands long standing history and glory. It has undergone constant product
innovation to cater to the changing tastes and preferences across the globe. Today Nescafe has
gained a position where it is has become a synonym for coffee.
Advertising
Facebook: As of 3rd September 2012, NESCAF has accumulated 28,845 likes with around

1,221 people talking about it (at the time of this post). To induce greater engagement among the
fans and followers, NESCAFs social media content on Facebook varies from riddles to fun
facts/quotes and coffee consumption in general so as to catch the attention of the consumers.
Twitter: As for their twitter account, NESCAFs has recorded 5,464 followers (until the time of
this post) on NESCAFs main Twitter handle and feed.
Youtube: Nescaf has a YouTube channel and their YouTube channel in Singapore (for e.g.) is
called Nescafe Singapore. It has only one video on the Ipoh White Coffee which was used for a
competition to involve consumers in coming up with tagline to the commercial.
The major rationale behind using such innovative strategies in social media is not only to push
out the content onto the consumers but also to get them involved in creating and understanding
the brand. By involving the customers to seek their valuable inputs input, NESCAF creates
dialogue and communication between the brand and consumers which really connects people to
the brand as ultimately the consumers are going to make a huge impact on their profits.
Print ad and road shows: Nescaf is actively involved in campaigns that divulges and coveys
information about their latest products to the consumers. One common practice involves setting
up road shows and giving the consumers free sample to try out. Accompanying the road shows
are

various

complementary

and

newspapers/magazines and bus stops.

related

practices

that

are

also

imitated

across

TV Commercials: Nescaf also takes advantages of television commercials to connect to their

consumers. A typical commercial will focus on the packaging of the product, how it is prepared
and finally a consumer sitting down to enjoy his/her cup of coffee. All the above mentioned
features is followed by with a voice over that emphasizes on the taste, quality and aroma of the
coffee.
Know your neighbors- Launched in Jan 2011 Agency: Mc Cann Erickson Part-1
Featuring: Deepika Padukone and Purab Kohli Tagline: Bring out the best in you Part-2
Featuring: Deepika Padukone , Karan Johar and Purab Kohli Tagline: One Nescafe Many
coffee.
Promotion
NESCAF came up with an innovative promotional strategy called Passion Movie Night which
was held earlier this year in May,that gave family and friends an opportunity to enjoy a night
under the stars with the screening of Kungfu Panda 2. To enhance their experience delicious
NESCAF coffee was offered to the attendees.
For this years World Happy Day, NESCAF spread happiness all over Orchard Road. Not only
did NESCAF party the day away in Somerset 313, the entire Orchard Road was filled with red
balloons, and that included photo walls, staff in red tees as well as red coffee mugs.
NESCAF handed out free flow coffee in exchange for smiles, and it was all for a good cause.
For every photo taken at the photo wall, $0.50 was donated to Operation Smile Singapore. The
donations benefited a very special group of people children in developing countries that are
born with cleft lips or any facial deformities could now regain their smile through constructive
surgery.
In addition, NESCAF was one of the official food and beverage sponsor in Singapore Night
Festival 2012. Over the span of two weekends, NESCAF gave out free cups of delicious
NESCAF White Coffee to an estimated crowd of at least 110,000 visitors (estimated based on
Voyage Night Festival 2011s turnout).
Big Campaign Idea #NescafeMoments Get stories from users on social forums to talk about their
coffee memories - how they won their first coffee date or how they cracked an interview over a

coffee conversation or how they bonded with their better half over a good cup of morning coffee
or how they bonded with their best friends over long gossip sessions with coffee.
Royal Enfield

All of Royal Enfields IMC campaigns have been concentrated around creating a Cult
feeling. The campaigns have been focussed around a class apart idea, giving rise to
a sense of brotherhood among all the members in the cult. In this report the
concentration will mostly be on the new model brought out by Royal Enfield- The
Himalayan along with some of the campaigns it has been doing for other models as
well.

The Trip Campaign: Trip is Royal Enfields campaign to connect with its customers
and also convey a message to others. It celebrates the freedom, passion and
uniqueness of owning a Royal Enfield. The trip campaign concentrates on sharing
the vivid experiences the Royal Enfield Owners have had while going for rides on
their Bullets. The essence is to capture the sheer joy and pride of Royal Enfield
owners and inspire others to follow their paths.
Handcrafted In Chennai Campaign: The handcrafted in Chennai campaign is a
campaign which showcases the people behind the Royal Enfield. The Campaign
aims at giving a face to the makers of the bike and takes glimpses from the lives of
Royal Enfield factory workers. The campaign aims at promoting the Madrasi roots of
the brand and is a tribute to its world class factory in Chennai
Continental GT Campaign: When Royal Endield introduced the Caf Racer, it came
up with an IMC campaign to target the speed seeking Enfield fans. The campaign
revolved around Enfield urging people to find their own cafs, now that Royal
Enfield had come up with the Continental GT. The campaign saw the use of print,
television and internet ads to put across the message.
Advertising: The objective of the advertising campaigns are to instill the desire to
own a Himalayan and go on an adventure. The budget is an approximate 2 crores
for running the campaigns. The message is of owning a bike which is like none other
and which needs none other. The media used is primarily the internet and biker
magazines.
Sales Promotion: The promotion objective is to increase the booking and create a
demand situation. The sales promotional strategies are primarily conducting rides

and events revolving around the theme of adventure for example the Himalayan
Odyssey ride.
Direct Marketing: This is done by updating the existing RE customers about the
product and giving them the opportunity to test drive the Himalayan.
Communication Process: The communication process is target based and appeals to
younger generation more. The communications are majorly through the company
website which features the HIMALAYAN in almost all the places.

American Tourister

Advertising
Live Fashionably
This campaign had a series of four Ads. All the Ads feature different situations, storyline and
models. But all the Ads had one commonality; all were targeted towards young audience. An
each featured a different range of product under the American Toruister portfolio.
The tagline Live Fashionable isnt just about sporty and latest trends. It reflects the fun, youngat-heart and quirky that youngsters are used to even in the most mundane situations. And
definitely a companion good to have is a American Toruister.
Tourister You Everyday
This is the latest campaign that has started since May16. The campaign is concentrated towards
the backpack segment where American Toursiters 25% sales are generated. The other prominent
players are VIP Bags and WildCraft. Here in the Ad few youngsters are featured; who are
involved in situations like boarding a bus, attending a meeting, rushing to work, coffee dates, etc.
All such situations are boring but a twist of taste is bought, thanks to American Toursiter Bags
on their shoulder.The campaign talks of product offering with an interesting propotion Why
not live like a tourist everyday armed with your backpack?

Sales Promotion via Internet

American Tousriter has a lot of offers or discounts awarded to customers, especially under the tag
of Season Sales. They also partner exclusively with BagZone, an e-commerce player, in
offering discounted products. The sales promotions are mostly carried out via internet, through
their website and Facebook page. During the launch of special campaigns, they involve
themselves more in YouTube, Facebook and other social platforms to attract more viewers

Public Relations
American Tourister has been creating itself a Brand image - a most reliable brand, by maintaining
blogs and forums on areas of travel, celebration and Luggage. They come up with Tips, Tit-bits,
etc. thereby imparting knowledge to followers to succeed in boosting brand image and faith on
the brand.