INTEGRATED MARKETING COMMUNCIATION

Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include crossfunctional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. TOOLS OF IMC Advertisements Sales promotions Direct marketing Public relations Publicity and events Internet

Promotion is one element of marketing mix. Promotional activities include advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes Internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tools, along with other components of marketing mix, is a way to gain an edge over a competitor. The starting point of the IMC process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or harmony between client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. Integrated marketing communications aims to ensure consistency of message and the complementary use of media.

GODREJ AT GLANCE
Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrejs success has been driven by the companys commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organizations history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The companys pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the companys greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrejs ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

RELAUNCHING GANGA SOAP

The primary reason why the brand failed was that the differentiation was not sustainableover time. Although Hindu's are very religious in nature and revers the tradition but theconsumers are discerning when it comes to purchasing products. There is a clear divide between religion and products. Consumers seldom like mixing the two. It is OK if religion and politics are mixed not soups and gods. That may be the reason why thetoys of Hindu mythological characters are not popular in India. The soap will be repositioned as an antiseptic soap which will not only helps in killing the germs

present on the body (like dettol) which causes various deadly diseases but also fight skin related problems like achnes, wrinkles etc. helping in mosturisizng the skin and all that with the help of natural ingridents. Therefore the product will communicate a message which will say that how this soap is a natural solution of all skin related problems and also an antiseptic product which kills all the germs present on the body which causes variously deadly diseases.

Sales promotions
First the product will be launched on an introductory price which will be Rs 5 less than all the other rival soaps available for different categories in the market for two months. The product will come up with a sales promotion wherein inside some bars there will be a 50 gms of gold coin for some lucky women. The company to get more display size in an outlet will enter into an agreement with its retailers wherein they will be given various assistances for example finance to manage floor utilization, education on modern technology used in retail business etc. So that the retail will give more floor space to display the product and also out of the commitment and loyalty the retails will try to push the product on final consumer. The company will provide various rebates to doctors for recommanding their products to their patients and also for putting various small banners, logo, calenders etc inside their clinics. Same will be done for chemists.

Public relations
The product focuses on the women. There the company will work along with different state governments like U.P, Jharkhand etc. and with NGOs to work for the betterment of the women in the society and to save them from various social evils like dowry system etc. The company will try to bring out the talents hidden all over the nation and in the rural India and make them shine and sprinkle in front of the whole world for example Indian handicraft present in rural market, Indian classical music present in the dessert of Rajasthan, a talented singer hidden in a slums of Mumbai and various other hidden talents. The company will launch various boot camp for making people aware about importance of good health and skin care, what leads to deadly diseases and how they can protect themselves from such diseases. The company with the of its CSR unit will launch various health related programs at various villages and backward citites. For example they might support financially to a person whose face was burned because of acid and has to undergo a face surgery and any other such financial aid to people who can afford on their own.

Publicity and events

The products will sponsors various beauty related events like FEMINA Miss India.

The product will also sponsor various fashion shows like Lakhme fashion week and events which acknowledge the empowerment of women. Various lifestyle shows like fashion police on bindaas and some other such shows related to lifestyle and beauty telecast on zoom and NDTV good times will be sponsored. The comapny with the skin and health specialists will conduct various seminors which will discuss on health issues, how technology is leading to better treatment, how to reach and provide medical facilities to poor people and various such related topics. The brand will associate itself with various days like happy heart day, world AIDS day etc. and will launch various events on such days.

Internet marketing
Social networking sites like facebook and twitter will be used to target young girls. Advertisement on Fashion and you and other fashion and lifestyle related sites. Blog pages will be conducted where healty skin and body tips will be given by experts, members could discuss their problems and could give their own personal experiences and solutions to each other. A separate social networking page will be build and launched exclusively for women where they can discuss any topic they want and could come ut of their closet.

Advertisement
Broadcast media: The advertisement will show a story of three females. A mother in the age of 30s worrying about wrinkles, sister of her husband in her teenage days hopless about her skin problems liek achnes and pimples and a daughter in the age of 10. Being a young girl she is always out playing with pet dog and building castle out of the mud and such other activites and being the mother she is always worried about her health. One day she went to a depatmental store keeping in mind all this problems and seeking a solution going through all the other alternatives available but she doesnt want to go for the product which has chemicals as she doesnt want to risk anyone's health specially of the little one, a sale person looking at her guessing about her dilema go to her take out ganga soap out of other soaps and explain her everything that how this soap is a natural solution of all skin related problems and also an antiseptic product which kills all the germs present on the body which causes variously deadly diseases. The ad will end showing that how the husband notices that his wife is looking more younger, the teeange girl getting ready for a party without worrying about her achnes and the mother letting her daughter play outside, in the garden without worrying about germs and her health. Print media: Fashion magazines like FEMINA, health, skin and body care related magazines will be used.

Direct Marketing
Hoardings on famous bridges, railway stations, malls, spa and saloon. Small samples mailed directly to the customers. Buses carry banners of young girls with the soap bar Various banners will be displayed at various metro stations of Delhi, Mumbai and Kolkata at different places in each station.

Personal selling
Personal selling will be done to reach the masses present in the rural market. Personal selling will also be done in metros and other cities where Godrej products are sold to make the people aware about the changes that news product has and pursue them to try the product.