IMC Marketing 301: Introduction In the past, organizations designed their advert
ID: 367285 • Letter: I
Question
IMC Marketing 301:
Introduction
In the past, organizations designed their advertising programs without consulting departments or agencies responsible for sales promotion or public relations. The result was an uncoordinated and, in some cases, inconsistent overall communication effort. Today, savvy marketers like Frito-Lay use an IMC program to coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all target audiences. At a new-product launch, a truly complete IMC program includes communications targeted at both distributors (jobbers) and retailers in the channel of distribution as well as those targeted at ultimate consumers.
Background
Lay’s had $800 million in sales within the $2.7 billion U.S. potato chip market. But, it had no product to compete directly with Procter & Gamble's Pringles, which had a 60% share of the "pre-formed, stacked, potato-chip-in-a-can" market segment.
In August 2003, Frito-Lay launched its Lay’s STAX potato crisps, which are stacked in a portable, resealable, crush-resistant container.
Frito-Lay identified premium snack consumers in the United States who were young adults as their target market. Frito-Lay's STAX promotional objectives were two-fold:
1. Create awareness.
2. Achieve sales by reaching both retailers, and ultimately, consumers.
Frito-Lay developed a major IMC effort directed at its retailers to encourage and support them in their decision to stock and sell the new line of Frito-Lay’s STAX potato crisps. At product launch, there were four flavors. However, by early 2010, there were six flavors sold in the United States.
Instructions
Building upon the background you just read, conduct additional research, which should include Frito-Lay, Frito-Lay's STAX potato crisps, marketing campaigns conducted by Frito Lay, as well as IMC programs. Visiting the Frito-Lay (www.fritolay.com/snacks/product-page/lays) website may be a good place to begin your research.
1. Based upon the synthesis of your research, please develop an IMC program for the Frito-Lay STAX potato crisps that addresses the promotional objectives previously laid out.
Elements of the IMC
IMC action
How the action produces sales
Advertising
Personal selling
Public relations
Sales promotions
Direct marketing
2. Using the following matrix as a guide, be sure to describe in detail your recommendations for specific actions (e.g., advertisements, coupons, POP displays, etc.) and why you believe these actions will improve sales.
3. Be sure to explain how these actions work as part of an IMC program and not as stand-alone elements. What is the cohesive message you are trying to portray?
Elements of the IMC
IMC action
How the action produces sales
Advertising
Personal selling
Public relations
Sales promotions
Direct marketing
Explanation / Answer
Integrated marketing communication
1-Advertising- IMC action was lot of interesting contests which brings curiosity among the consumers like giving- Thursday Night Football Fans the Chance to Win a Trip to Super Bowl XLVIII, PLANO, Texas and a chance to win Lay’s Stax potato crisps, “fan cave” prizes and more.
2-Personal selling- IMC action- 12 different flavours introduced in Frito-Lay's STAX it means something new and unique by Lays now. By Firstly customer needs identified and then the solution of higher quality chips in an cotainer provided. Young rich customers identified, surveys done and ten the product developed for that target consumers. This shows the capability of Lays.
3-Public relations-IMC action- "Lays Do Us A Favour" campaign shows that the best way to communicate with consumers is to make them a part of the process. In this campaign, Lays asked people to help them in making the new taste flavour for Stax and winning prize was $1 million prize. This innovation worked from them.
4-Sales promotions-IMC action- With all the promotion avtivities like Anyone who had a chip idea in mind could visit Lays’ Facebook page, enter some information about their flavor and be rewarded with a shareable image of “their” bag of chips. The company teamed up with Facebook to turn the “like” button into a vote of “I’d Eat That.” Lay’s Facebook cover photo became a rotating billboard, which featured a new submission every few minutes.
5-Direct marketing-IMC action- Using facebook is an example of IMC action taken in direct marketing.Hiring football player Messi on the front of millions of Lay’s packages around the world was another step which increased an instant interest of people. The Lay’s campaign was successful.