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Table of Contents

Table of Contents.................................................................................................................1 1.1 Introduction....................................................................................................................2 1.2 Marketing.......................................................................................................................2 Marketing strategy and tactics........................................................................................2 1.3Concept of IMC.............................................................................................................4 1.4 Promotion.......................................................................................................................6 1.5 Support Media................................................................................................................6 Alternative out-of-home media:...................................................................................7 In store media:.............................................................................................................7 Transit advertising:..........................................................................................................7 1.6 Safaricom IMC campaign Niko na safaricom...........................................................8 1.6.1The rational behind choosing Safaricom:................................................................9 1.6.2 Objectives...............................................................................................................9 1.6.3 Target market.........................................................................................................9 1.6.4 Target segment........................................................................................................9 1.6.5 Campaign Idea......................................................................................................10 1.6.6 The difference compared to the rest......................................................................10 1.6.7 The length of this brand commercial....................................................................10 1.6.8 Safaricom and IMC...............................................................................................11 1.6.9 Reasons behind Safaricom changing its advertising campaign and advert.........11 1.7 Toyota IMC campaign.................................................................................................11 1.7.1 Introduction...........................................................................................................11 1.7.2 Objectives.............................................................................................................11 1.7.3 Campaign Focus....................................................................................................12 1.7.4Creative Emphasis.................................................................................................12 1.7.5 Media Placement...................................................................................................12 1.7.6 Toyota and Integrated Marketing Communications.............................................12 Minggu, (2009) integrated Marketing Campaign - Coca Cola. Retrieved on 24th November, 2010 from http://altawindiana.blogspot.com/2009/04/integratedmarketing-campaign-coca- cola.html........................................................................14 Mukoma, R.(2009). Kenya Management Journal. Retrievedon 24th November, 2010fromhttp://www.slideshare.net/kinconsult/kenya-management-journal....................14 Puscas, O. (2010). IMC Case Study Measure Up and Integrated Marketing Communications. Retrieved on 24th November, 2010, from http://www.imchaus.com/imc-case-studies/measure-up-integrated-marketinghttp://marketingteacher.com/lesson-store/lesson-marketing-mix.html communicationscase-study .........................................................................................................................15

1.1 Introduction This paper details the various steps involved in creating a successful promotional campaign. In the case of Safaricom and Toyota Company the first step is the necessity to clarify the specific purpose for the campaign. The next phase is effective communication which results in serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity. The third step in carrying out a promotional campaign for both develops its theme, perhaps creating a noticeable emblem-. This paper also focuses on the importance of the internet in creating a successful campaign.

1.2 Marketing Marketing strategy and tactics The marketing mix elements are product, price, place and promotion. This commonly known as the 4Ps

1. Product Product consists of the core product, the actual product and the augmented product. The core product means what the product will do for you. It is also called as a consumer benefit. Safaricom/Toyota products can fulfill our physical and social needs. The augmented product means the satisfaction and the service that company could give. Safaricom/Toyota Company offers a customer service to help any complains from the consumers who are not satisfied with the product (Minggu, 2009). 2. Price: The reason Safaricom/ Toyota Company has the most expensive pricing in the market is to have a larger market share, but still the company tries to achieve customer satisfaction. Price shows the quality of the product; also known as value-based pricing. By the expensive price, people are not just buying the product itself, but also the image of that is associated with the product. 3. Place:

Safaricom products are located in supermarkets, convenient stores, many sport stadiums, shopping mall and they have their own kiosks. Where as Toyota sells its range of cars in dealerships. 4. Promotion: The promotional mix include advertising, personal selling, public relation and sponsorship, sales promotion and support media. Safaricom/ toyota uses greatly TV advertising but lots of support media (out of home advertising) to create awareness of the product. Safaricom sponsors many events, such as sport events and educational activities.

1.3Concept of IMC Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them (Brad,

2005). In this paper, we provide a

simplified campaign that demonstrates how two companies Safaricom and Toyota Kenya use two different campaign, which are both Kenyans largest services provider has successfully applied two critical IMC practices, strategically consistent brand communication, cross-functional planning (Brad, 2005). Safaricom and Toyota both used these key IMC processes which have enabled the companies to effectively construct brand imagery for its trademark with greater brand equity resulting in greater shareholder value. Customers today, many a times receive a fragmented and vague picture of the Brand, The reason being, firms are unable to integrate all of their marketing efforts over a period of time. The sales and sales promotion aspects are managed by the sales department; advertising is outsourced to the ad agencies, and the direct marketing and PR by other functionaries.

The emerging concept of IMC (Integrated Marketing Communications) aims at addressing this issue. Though, easier said than done, very few organizations have managed to switch over to IMC from stand-alone marketing efforts. But the organizations, which have transformed themselves towards this arrangement, are reaping the rewards in terms of higher returns from investment in marketing activities, increase in brand's equity and increased market share. Example: McDonalds, Logitech International, Hyatt Regency. (Rungta, 2010). The concept of IMC involves two fundamental aspects: 1. Consistency of positioning, message and tone across all different media. Through IMC tools. 2. Simultaneous achievement of several specific marketing goals. (Awareness Increased sales, brand building etc.) The concept of IMC is most relevant and critical to multi product companies or a business group having multiple companies in different sectors. Example: HLL, Reliance, TATA's and even for Toyota company with different franchises around the world (Rungta, 2010). However, there are few challenges, in implementation of an integrated marketing communication exercise in any enterprise: 1. Every departmental manager has his own specific objective or targets. A sales promotion manager would only be interested in increase his sales even if it means, doing it at the cost of diluting the brand equity. 2. Benefits derived over a period of time, which might de-motivate the marketing people. 3. The enduring commitment and support of top management. Despite its challenges, the concept of IMC is becoming more and more relevant in the field of brand management, slowly but surely organization have realized that if a brand or company has to survive in this globalised world for years to come, it has no choice but to

Integrate its marketing communication, or else the customer will abandon the brand (Rungta, 2010). 1.4 Promotion This paper examines the promotional campaign of Safaricom /Toyota services awareness, whose goal is to bring quality services concern to the public's front position. Promotional campaign is the combination of various promotional strategies including: Advertising: its a nonpersonal form of communication usually paid for by

identified sponsors through transmitted through the mass media


public relations: sales promotion, personal selling, direct marketing support media These communication strategies are the activities used by the marketers over a period of time to achieve predetermined goals. The larger the campaign is the more budget it needs and more people are employed to derive the outcomes for which the campaign was initially set up for (Minggu, 2009).

1.5 Support Media Support media are referred to by several authors as alternative media, non measured media or non traditional media (ling, 2010: 189). Peter ling (2010) argued that due to increasing concern for consumers by the marketers as they saw consumers ability/potentiality to avoid primary communication strategies, for instance advertising, personal selling and other promotion strategies. Advertisers turn their way to communicate or pose that concern or message in front of prospective buyers in a way that increase attention to get exposure leading to change in media industry. (Ling, 2010)

The main concern for introducing/creating support media is simply to reach those consumers in the target market that the primary media may not have effectively reach and reinforce or support their messages. Some recommended strategies used will be: Out-of-home media: Out of home advertising is one of the most common ways of advertising this include Bill boards, out door advertising and radio. Bill boards: Bill boards are no longer standardized but creativity and innovation are increasingly being used in terms of size and location. Outdoor advertising: Its the most persistent form of communication particularly if targeting consumers living in urban and suburban areas. It includes street furniture, which are kiosk, convince stores and buses shelters. It also includes alternative media such as advertising in arenas, campuses, and cinema. Transit media: this is buses, airports, rail, truck sides and taxi displays Radio: Drive time, in office and in store. Alternative out-of-home media: This can be both mobile billboards and aerial advertising; aerial advertising is the use of sky writing and plans pulling banners this is widely seen in major sport events and special events. Mobile billboards are commonly observed in Kenya, this is where by a small billboard is but on a vehicle or a bicycle and is driven around in a certain geographic location; research show that mobile billboards impact sales because it increases recall in the audience. In store media: This is strategically placing ads in supermarkets to target shoppers. Examples of this out of home media is placing ads on the shopping carts Transit advertising: This type of support media targets the population who use and are exposed to transportation this includes plans, trains, buses and taxis. Transit media is divided in to three main categories; these are inside cards, outside posters and terminal posters. Inside cards are this is placing adverts inside transit buses; these adverts are placed at highly visible and strategic places mostly above the seats. Its a great marketing opportunity for business because most passengers get bored and start looking around. 7

However, most of the adverts in the Interior of the transportation are social marketing about the rape rate and aids, most commuters find these messages depressing and it raises a lot of dilemmas. Out side posters this is adverts placed in the Exterior of the vehicles; this includes the Advertising on the sides of a bus, or the rear back of the bus. Advertisements placed on the sides of the bus get the attention of pedestrians on the sidewalk; while the adverts on the rear of the bus attract the vehicles behind it. This method is useful to attract customers and maximize customer base. Station, platform and terminal posters these are floor display and other forms of adverts that appear in train stations and airline terminals. The advantages of transit media: 1. Exposure: the public get exposed to it especially inside cards; target audience is exposed to a single advertisement for a long period of time. it will reach the passengers regardless of what radio station they are listening to and they can not and it cant be turned off like television. 2. Frequency: daily commuters get exposed to the same advert repeatedly because of their daily routines. 3. Timeliness: transit advertising provides timely exposure because it essentially appears, when people are likely to go shopping. 4. Geographical selectivity: the advertisers decide in favor of public transport advertising because they know their customers are taking a certain buss at a particular time. 5. Economy: its a major advantage of transit advertising, since this method is known for a quite low absolute and relative cost. The disadvantages of transit media: 1. Reach: the adverts cant be in the reach those who never use transit. 2. Mood of the audience: the passengers are likely to be in low spirits due to the transit situation itself; like crowded buses or rushing in an airport. People in such situations may not even notice such advertisements. 3. Copy and Creative Limitations: limitations are unavoidable, marketers will have to work with limits a copy and creative options. 4. Waste Coverage: many of the people exposed to transit advertising might not be interested in the product at all. 5. Image Factors: the transit situation may spoil the image of the product.

1.6 Safaricom IMC campaign Niko na safaricom So actually as the marketing personnels to create/communicate/define clearer vision for Safaricom Company we choose billboards as our best support media for traditional promotion strategies like advertising.

1.6.1The rational behind choosing Safaricom: Safaricom as a truly Kenyan brand, the jingle is distinctly Kenyan, rendered in the national language, Swahili. The stunning camera-work represents the unequalled beauty of Kenya and most important of all, the cast is all-Kenyan, further amplifying the beauty of a country and her peoples (Safaricom, 2010) 1.6.2 Objectives Penetrate Market Achieve sales goal of 100,000 units. Market share objective: to gain 60% of the market service industry by December 2012. Profit objective are to achieve 25% return on capital employed by September 2011. Promotional objective: to increase awareness of the product in the market. Objective for survival: to survive the current market war between competitors. Objective for growth: to increase the size of the national wide enterprise by 80%

1.6.3 Target market The target market of the company involves almost all sectors of the society. They want to provide services to young or old, boy and girl. This target market is a larger source of income. Therefore the company has different marketing strategies that provide to the taste and appeal of such markets.eg support media (billboard/truck side ads) attractive/ appealing ones.

1.6.4 Target segment The segment of the company is divided into three classes. The lower, middle and the upper class, each category represents a certain economic standing of people in the society. The company makes sure that they cover the entire segment in the society they are operating in. The company has specialized prices for the different market. This will ensure that the clients will have lesser doubts about taking a look at or buying the companys product or services particularly the ones they afford.

1.6.5 Campaign Idea The new campaign is celebrating safaricoms 10 years of success. It covers every bit of the journey Safaricom to become the leading telecoms operator in Kenya. This campaign is a metaphor for the diversity of safaricom customer base and the companys deep-rooted connection with the Kenyan market. According to the Former Safaricom CEO Michael Joseph the new campaign was a deliberate move by the company to deepen its emotional connection with Kenyans. It showcased the diversity of the Kenyan culture and brings together literally all the aspects of the country ranging from social to economic lifestyles.

The campaign idea is, Measure Up will help people understand it is never too late to make positive changes (Puscas, 2010). And speak to both mind and heart of the viewers, the billboards and truck side ads finish by saying, evolve your consumers and take them over, Niko Na Safaricom(mukoma, 2009). 1.6.6 The difference compared to the rest This campaign is a sequel to the Niko na Safaricom campaign of 2009. And thus builds on it. While the tagline and core of the 2009 campaign has been retained, the new campaign is bigger and better. The previous song has been re-done and expounds on what it means to Kenyans to be with Safaricom. The use of people denotes an evolution the beauty of Kenya to the beauty of Kenyans. Also, this is the most ambitious commercial in Kenyas history. The sheer level of manpower, equipment, logistics and 800-person cast is bigger than anything that has ever been done on this continent outside South Africa. This ad raises the whole game for advertising in East and Central Africa (Safaricom, 2010) 1.6.7 The length of this brand commercial This campaign starts today and will cover the balance of this year and next year. Communications is an organic function and it shall be reviewed periodically to see if there is any need for an update. (Safaricom, 2010)

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1.6.8 Safaricom and IMC The commercial and its various variants and elements shall be running on all platforms available including TV, radio, web, cinema screens, billboards, supermarket screens etc. The jingle will also be available as a Skiza tune or a ringtone to Safaricom subscribers free of charge and will be downloadable from our portal www.safaricom.com. Same goes for related images as wallpaper. (Safaricom, 2010) 1.6.9 Reasons behind Safaricom changing its advertising campaign and advert Brand communications is a constantly evolving function, depending on market dynamics and the messages a company needs to relay to its audience over time. This is the rationale for the evolution that has been witnessed in our commercials over the years. (Safaricom, 2010)

1.7 Toyota IMC campaign 1.7.1 Introduction The Toyota Matrix is classified as a subcompact cross-over utility vehicle (CUV). It was launched in February, 2002. It combines unique styling, practicality and affordability in one package. The Matrix is produced in three different versions: Matrix, Matrix XR, and the Matrix XRS. The market is in the very beginning of its growth stage, sales are expected to increase quickly for brands in this category. Toyota has a weak position in the youth segment of the consumer market. The advertising challenge is to change the scenario in favor of Toyota by creating a youth oriented image and presenting the consumer benefits in an innovative campaign. 1.7.2 Objectives Launch a national campaign to increase brand awareness and improve brand image for the Toyota Matrix. This campaign will reposition the Matrix and help Toyota achieve its sales goal. The main objectives are to Penetrate the youth Market and achieve sales goal of 70,000 units.

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1.7.3 Campaign Focus The campaign will focus on the youth market and present the Matrix as an Urban Utility Vehicle - combining style and functionality at an affordable price. The campaign will be in tune with Toyotas image makeover efforts and is based upon research supported Strategy 1.7.4Creative Emphasis Matrix advertising speaks to the young in their own language. Product benefits were conveyed using unique words that attract and describe at the same time. These tag words with high recall value will be the heart of all creative executions 1.7.5 Media Placement Television, print and outdoor media will be used in harmony to create the desired impact without going over-budget. Billboards will feature teaser ads and provide support to TV & print. Media planning focuses on reaching the right audience through optimum utilization of available funds. 1.7.6 Toyota and Integrated Marketing Communications Considering all Promotions and events are targeted at the youngest group in the target audience and will take place at University Campuses. Public relations will use a two pronged approach working with Matrix owners and insurance companies. Results Results is tracked to guage the success of the campaing in achieving its stated purpose. Executions will be pre-tested and posttested regularly. The campaign will respond to feedback and be flexible in making any necessary changes Objectives Penetrate Market Achieve sales goal of 70,000 units Target Market Young buyers between 20-30 years of age Emphasis on older consumers in the group Positioning Youth Oriented

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Combination of style and substance at an affordable price Product Line Focus on differentiation from the Vibe Continue innovating to improve value proposition Price Review pricing in terms of optional features Maintain competitive pricing Distribution Outlets Plan attractive incentives for dealers to push product sales Consider tie-ups with private distributors Sales Force Keep it on par with competition And Review reward programs regularly Service Maintain widely available and quick service Focus on customer satisfaction Advertising Develop new a new advertising campaign hat supports positioning strategy and appeals to the target market Sales Promotion Implement innovative promotion programs Let promotion support overall campaign Research and Development Improve product component quality Keep costs at a minimum Marketing Research Monitor consumer trends and satisfaction

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Brad, D. (2005) Brand strategy and integrated marketing communication (IMC): a case study of player's cigarette brand marketing. Journal of advertising. Retrieved on 30th November, 2010, from http://www.allbusiness.com/professionalscientific/advertising-related-services/860632-1.html

Minggu, (2009) integrated Marketing Campaign - Coca Cola. Retrieved on 24th November, 2010 from http://altawindiana.blogspot.com/2009/04/integrated-marketingcampaign-cocacola.html

Rungta, S (2010). Integrated Marketing Communications. Retrieved on 24th November, 2010 http://www.coolavenues.com/know/mktg/shravan_imc.php3 from

http://www.allbusiness.com/professional-scientific/advertising-related-services/8606321.html

brhttp://www.international.swinburne.edu.au/apply/scholarships/development/index.html #Applyoadcast and print media and support media http://www.ausaid.gov.au/publications/pdf/adsmanual.pdf Mukoma, R.(2009). Kenya Management Journal. Retrievedon 24th November, 2010fromhttp://www.slideshare.net/kinconsult/kenya-managementjournal 14

Puscas, O. (2010). IMC Case Study Measure Up and Integrated Marketing Communications. Retrieved on 24th November, 2010, from http://www.imchaus.com/imc-case-studies/measure-up-integrated-marketinghttp://marketingteacher.com/lesson-store/lesson-marketing-mix.html communications-case-study

Rungta, S (2010). Integrated Marketing Communications. Retrieved on 24th November, 2010 http://www.coolavenues.com/know/mktg/shravan_imc.php3 from

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