IMC and Promotions

According to the American Marketing Association, Integrated Marketing Communications (IMC) refers to “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

Promotion deals with increasing awareness about the product in question, its visibility and its reach. As the integrated marketing communications inculcates new concepts, it is important not only to promote through different channels but also make sure that all the communication across mediums is brought about one central theme. An effective communication

•         Identifies the target audience
•         Has clear objective as to what needs to be conveyed to target audience
•         Designs proper and relevant message
•         Selects appropriate medium of communication
•         Plans a media mix optimally using the available budget
•         Measures and test the results and finally monitor
•         Manage everything to ensure smooth synced run.

Promotional Strategies implied by Parachute

1. Parachute Advanced Tender Coconut Hair Oil:

      ·  Public Relations and Publicity

      ·  Event and Experiences Promotion

      ·   Interactive Promotion

In order to get on a journey that celebrates the moments of Tender Love and Care (TLC), both Parachute Advanced Tender Coconut Hair Oil and Yeh Jawaani Hai Deewani came together on same stage felicitating online contest winner as ‘TLC Queens‘ who shared their best moments of ‘Tender love & care Moments‘

Source

2. Parachute Advanced Ayurvedic Hair Oil:

·                     Advertising and Interactive Promotion

·                     Word-of-mouth PromotionThe combination of Print and Facebook:

Madison came up with a concept of combining print and social media. Since internet penetration was low, they tied with magazines, attached small oil bottles and a pre-addressed envelope send with every copy with message – ‘try this and if you like it recommend to friend by posting back envelope to us’. Friends later received hard written letter, oil bottle and two envelopes.

3. Parachute Advanced Therapie Hair Vitaliser:

·                     Advertising (TV)

The campaign where Deepika Padukone was the brand ambassador advised girls to massage the hair with Parachute Advanced for one hour and then use the shampoos in order to look Gorgeous Hamesha.

4.  Parachute Advanced Hair Oil:

·                     Advertising (TV)              

·                     Interactive Promotion

The World’s Best Hair Campaign:

The campaign hinges on a ‘Pass the Sash’ concept where users can share the ‘World’s Best Hair’ sash with other Parachute Advanced users they know. This was brought to life through a Facebook Application. Users could select a friend, add the sash to their profile picture and pass on the Badge. They could also choose to create a video compliment by selecting a few pictures and copy from a given list of options, which then renders into a video. The application also had a Sash Map that tagged places in India where the Sash had traveled, on Facebook.

Parachute has employed many more promotional strategies for its other variants and continues to do so.