IMC Report on Food Wastage

8/2/2019 IMC Report on Food Wastage

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IMC Report

An Awareness Campaign on FOOD WASTAGE

Submitted by:

Group No. 8, Sec – C

Jayanta Chakraborty 200

Tushar Kanti Nayak 201

Swarasij Guha Roy 202

Ritesh Shreemal 220

Shalini Sah 222

Manas Ranjan Mahapatra 227

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ContentsContents ..................................................................................................................... 2

EXECUTIVE SUMMARY ................................................................................................. 3

Around 40 percent of the food produced globally gets spoiled before it even reaches

the table. Furthermore a large number of people being undernourished, we simply

cannot afford to waste food. The main source of blame for food wastage is

carelessness. Around 1.3 billion tons of food wasted globally every year. ...............3

This report deals with the burning issue of food wastage. The name of this

awareness campaign is “Food for Thought.” This report mainly focuses on mainly

food wastage in School of management, KiiT University. ......................................... 4On basis of proper examination and enquiry it was found that students waste

approx. 125kgs of food every day which can easily feed seventy odd people. ........4

INTRODUCTION ........................................................................................................... 4

The scale of food waste worldwide is mind-boggling. According to a report for the

UN by the Swedish Institute for Food and Biotechnology, around 1.3 billion tons of

food is either lost, or wasted, globally each year. The figure is around a third of the

world’s total food production; and the study says that reducing losses in developing

countries could have an “immediate and significant” impact on livelihoods and food

security.................................................................................................................... 4

In view of this aforesaid problem, integrated marketing communication (IMC) as an

approach will be helpful. So first we should understand IMC, its process and its

tools......................................................................................................................... 5

IMC .......................................................................................................................... 5

IMC is a strategic business process used to plan, develop, execute and evaluate

coordinated, measurable, persuasive brand communication programs with

consumers, customers, prospects employees and other relevant external and

internal audiences. .................................................................................................. 5

The goal of IMC is to generate short-term financial returns and build long-term

brand value.............................................................................................................. 5

IMC PLAN ................................................................................................................. 5

The marketing communication plan is an integral part of a marketing plan. The

promotional strategies for the campaign will be developed by utilizing the details

from the marketing plan. The IMC plan selects the right communication tools,

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integrates them, plans the media and messages, and also allocates the budget.

Furthermore IMC is also responsible for managing the marketing mix......................5

STP ANALYSIS .............................................................................................................. 5

4Ps .............................................................................................................................. 6

AIDA model................................................................................................................. 7

Structure of the Ad Campaign ..................................................................................... 9

ADVERTISING STRATEGY ........................................................................................... 10

STRATEGIC APPROACH .............................................................................................. 11

BIG IDEA ................................................................................................................... 12

Getting Creative to the Big Idea ................................................................................ 13

Collaborative Brainstorming for creative ideas .......................................................... 14

The Process of designing the AD commercial............................................................ 16

CONCLUSION ............................................................................................................. 19

EXECUTIVE SUMMARY

Around 40 percent of the food produced globally gets spoiled before it even reaches the table.

Furthermore a large number of people being undernourished, we simply cannot afford to

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waste food. The main source of blame for food wastage is carelessness. Around 1.3 billion

tons of food wasted globally every year.

This report deals with the burning issue of food wastage. The name of this awareness campaign is

“Food for Thought.” This report mainly focuses on mainly food wastage in School of

management, KiiT University.

To create and spread awareness among the students of SoM a video was done showing various

excuses students put forth for wasting their food. This video is a small contribution on our part to

address this practical problem of food wastage. The name of our campaign is “Food for thought.”

The script depicts students being asked to sight excuses for wasting their food. Later they are made

aware of the fact that their extra wasted food can feed around 70 people daily. Further they are

questioned whether the excuses given by the students are reasonable enough because everyday

many people die of food deprivation. In the end the ad appeals to the target to start acting and

inculcate a good habit of not wasting food.

On basis of proper examination and enquiry it was found that students waste approx. 125kgs of

food every day which can easily feed seventy odd people.

INTRODUCTION

The scale of food waste worldwide is mind-boggling. According to a report for the UN by the

Swedish Institute for Food and Biotechnology, around 1.3 billion tons of food is either lost,

4



or wasted, globally each year. The figure is around a third of the world’s total food

production; and the study says that reducing losses in developing countries could have an

“immediate and significant” impact on livelihoods and food security.

In view of this aforesaid problem, integrated marketing communication (IMC) as an approach will

be helpful. So first we should understand IMC, its process and its tools.

IMC

IMC is a strategic business process used to plan, develop, execute and evaluate coordinated,

measurable, persuasive brand communication programs with consumers, customers,

prospects employees and other relevant external and internal audiences.

The goal of IMC is to generate short-term financial returns and build long-term brand value.

IMC PLAN

The marketing communication plan is an integral part of a marketing plan. The promotional

strategies for the campaign will be developed by utilizing the details from the marketing

plan. The IMC plan selects the right communication tools, integrates them, plans the media

and messages, and also allocates the budget. Furthermore IMC is also responsible for

managing the marketing mix.

STP ANALYSIS

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It is difficult to satisfy everyone in a market. Not everyone likes the same cereal, hotel room,

restaurant, automobile, college, or movie. Therefore marketers start by dividing up the market into

segments. They identify and profile distinct group of buyers who might prefer or require varying

product and services mixes.

SEGMENTATION

A market segment consists of a group of customers who share a set of needs and wants. A market

can be segmented on the basis of geography, demographics, psychographics and behavioral. For

our campaign we have done the segmentation as below:

a) Demographic - Under demographic we have tried to influence the students of SoM, KIIT

University. The age is between 25-30 yrs. Most of the students fall under the category of non

income group.

b) Geographic - Initially the campaign will focus on tier-II cities like Bhubaneswar and later we

will expand the same to metros.

TARGETING

After segmentation the marketer must select the appropriate target market. For targeting, the whole

segments are divided into homogenous groups. In our campaign for food wastage we aim at

targeting the students in the age group of 25 and above, teaching and non-teaching staff of SoM.

POSITIONING

It is the act of designing the company’s offering and the company’s image to occupy a distinctive

place in the minds of the target market. The awareness campaign is positioned as “A social

message”. We have named our campaign “Food for thought.”

4Ps

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After STP analysis, marketing mix tool and integrated marketing program has to be correlated so

that the needs of the target market can be fulfilled.

PRODUCT

Our product is an idea i.e. “An awareness campaign against food wastage.” The intangible aspect

of our campaign deals with the psychological impact the campaign will have on our target. The

feel good factor that a person derives from not wasting food.

PLACE

The place where our campaign will be showcased and promoted is SoM.

PROMOTION

We are promoting our campaign mainly through advertisement in conventional and unconventional

media which includes print as well as electronic media. We are also making use through exclusive

displays in college canteen and campus. The outdoor media campaign was supported with a print

and broadcast program. The objective of the media campaign is to increase the visibility of our

“Food for thought” campaign. The outreach program focused on encouraging face-to-face

interaction so that the target audience could internalize our campaign’s message.

AIDA model

This is a model of consumer response hierarchy. It states that a consumer passes through the

following four stages of response:

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1. Awareness: Initially the target audience is unaware of the idea and thus the job is to educate

them and build awareness. This stage deals with the cognitive response of the target audience.

In case of our awareness campaign the task was to make students aware of the consequences of

food wastage and make an appeal to avoid such practice.

2. Interest: Here the consumer develops interest in the product. Interest is created by means of an

interesting feature or entertaining ads etc. In our ad the facts mentioned, the video of students

giving excuses for food wastage and an appeal to avoid such practice will surely create interest

in our target audience.

3. Desire: After making the target audience aware of the product the next thing is to make them

buy the idea or product. Desire can be built by addressing the consumer’s needs. In our

campaign we want our target to buy our idea as it will psychological impact our target audience

and will force change in their attitude and behavior.

4. Action: The next task is to make the target audience act i.e. purchase a product or buy an idea.

This is a long term strategy. In case of our campaign, we expect our target audience to act on

an immediate basis and spread the message by word-of-mouth.

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Structure of the Ad Campaign

The Media

Communicating the advertisement to the target segment is an important aspect. Advertising

communication is a unique process with its distinct mechanism to reach the target market as well

as its own set of tool to make the desired feat possible. The diverse set of tools through which

advertising communication is carried in a smooth manner is termed as media mix.

Of course there are many sorts of hindrances (inclusive of both internal and external factors)

surrounding the ambience of the media mix, the smooth carriage of advertising communication

requires the media mix to effectively quash all those constraints and perpetuate their task. The

tools that constitute the media mix are the channels of communication through which the

advertisement is delivered to the target market. For instance, the electronic, print and interactive

media, which contain a variety of sub-categories, the entire amalgam of which establishes the

media mix.

The Audience

The audience is the intended consumer of the advertising. It thus becomes very important to define

the target as clearly as possible. In our case the target audience is students of SoM. Audiences are

primarily of two types:

Primary Audience: The actual customer paying for a product or to whom an idea is targeted. In

our case it includes students, teaching and non-teaching staff of SoM.

Secondary Audience: It is the group that gets influenced by the primary audience. In our case the

secondary audience would be friends of the students, teachers and canteen staff who would

influence the students to consume as per their appetite and thus reduce food wastage.

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ADVERTISING STRATEGY

The Advertising Process

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Tactics

Big Idea

Creative Execution

Advertising Strategy



At the very base of the pyramid is the advertising strategy which includes the solution to any

communications - related problem. It outlines what the advertiser proposes to say. In our case the

message is very clear i.e. “Stop wasting food.”

The big idea deals with the how part i.e. communicating the message in a creative way. It thus acts

as a link between strategy and creative execution. A big idea is specific to a campaign. In our case

is the big idea is to show the quantum of food wastage as well as make the students aware of the

daily food wastage quantity.

Creative execution deals with the physical form of an advertisement – story, script, music, words

etc. It is during this process where the ad is made based on the big idea, which is based on strategy.

The name of our campaign is “Food for thought.” The script depicts students being asked to sight

excuses for wasting their food. Later they are made aware of the fact that their extra wasted food

can feed around 70 people daily. Further they are questioned whether the excuses given by the

students are reasonable enough because everyday many people die of food deprivation. In the end

the ad appeals to the target to start acting and inculcate a good habit of not wasting food.

Tactics are the short term decision about specific, tangible tasks related to the advertising method,

media etc. and that go together to fulfill the strategies. In our case we have decided to circulate the

video over the intranet in SoM. We also want to spread the message to other schools of KIIT

University.

STRATEGIC APPROACH

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Strategic options can be broadly divided into product or prospect centered approaches. Product

centered approach focuses on product features and product image whereas prospect centerd

approach focuses on the needs and wants of consumers and are projected via emotional and

rational appeals. The popular strategic options are mentioned below in the context of our

campaign.

Generic approach: The campaign is an initiative and a first of its kind in SoM as a result the

impact is bound to occur and the target will be influenced.

Positioning: Positioning approach is all about placing the idea in the mind of the target audience.

The awareness campaign is to be positioned as “A social message”. We have named our campaign

“Food for thought.”

Resonance: This strategy links the product with an experience or occasion, situation or lifestyle.

The campaign would target the “do not care” attitude of students as well as their ignorance of this

issue thus aiming at bringing about a change in their fooding habits.

BIG IDEA

The big idea is the idea that an advertiser selects for communicating the brand’s strategic message

in a creative way; it is a link between strategy and creative execution.

It is a creative concept to execute the advertising strategy and serves as an umbrella or central

theme for a series of ads in a campaign. Once the strategic direction has been finalized, the hunt

begins for the big idea a then follows its creative execution. A big idea involves all-the head, the

heart and the gut feeling. In order to come up with a big idea, a creative leap needs to be taken. The

advertiser needs to distance himself from the shelter of the strategy statement and plunge into the

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alien creative arena. Processes also can overlap and the big idea could be derived while arriving at

the strategy or reformulated while planning on its creative execution.

While there are no outlined steps for arriving at the big idea, the advertisers usually begin by

reviewing the advertising strategy and the researched information to get into the heart of the

problem they are trying to solve. Then begins the creative process of generating various alternative

ideas for the problem. Next the ideas are evaluated for a reality check- whether they are really

good, whether they would solve the problem, and whether they are in alignment with the strategy

or not. If answer to any of these questions is in the negative, the idea is rejected. Finally, the one

best idea is selected for execution while the other ideas are retained as backup or support ideas.

In the ad commercial the big idea that we have taken into consideration is that of wastage of a very

vital resource that’s “food”. We have just taken an initiative to make our targeted audience i.e. the

students, faculty and canteen staff of SoM aware of the fact that in the world where there is

shortage of food in some parts leading to poverty and moreover deaths and other various tragic

incidents, still food wastage is taking place which should be highly avoided.

Getting Creative to the Big Idea

Creativity is both an art and a science that can be acquired with practice. Creativity is about giving

birth to something that did not exist before. It is the application of thepast experiences or ideas in a

novel and unexpected way. It is being innovative, imaginative, original and different. It also

requires flexibility, expressiveness and openness to change. These skills may be genetic, acquired

or situational.

The various traits that are required in order to be creative are:

1) A questioning attitude: What are your excuses for wasting food?

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2) The courage to take risks: Creative people take risks in expressing their ideas and do not

care much about the consequences of the certain action or what others will think of them.

3) A sense of humor: Humor is an indicator that the creative system is at work. To be funny

requires thinking from a different perspective. An element of humor also seeks the

attention of the audience to a great extent.

4) The habit of observation: Creativity requires a lot of keen observation. The creative

people need to be alert and watchful for certain situations basically related to the big idea

and be able to reach conclusions through instinct than through reasoning.

5) The ability to visualize: Good visualizing abilities and describing abilities also adds to the

creative execution aspect.

6) Openness to new experiences: A new experience gives a creative team more angles from

which to tackle an advertising problem.

7) A positive mindset: Having an attitude of positive expectations can result in attracting

positive results.

Collaborative Brainstorming for creative

ideas

It is basically a technique for generating alternative ideas. Collaborative means a group process.

For the ad commercial, brainstorming was done taking into consideration all the thoughts and ideas

of the various members of the group and then the unique ones were selected by the group as a

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whole. The ideas were very much related to the “big idea”. Eventually, the ideas were compiled

and executed.

Creative Execution

Message tone: Message tones reflects the emotion behind an ad- happy, fearful, angry, excited,

vulgar, funny, serious, advisory, silly, provocative etc. ads can adopt various tones of voices owing

to their conversational nature. the choice of tone affects the way advertising copy or script is

written, the way the people feel about the ad, and the impact or relationship that the ad creates with

the consumers.

Message Structure: Message structure in the ad campaign comprises of both verbal and non-

verbal methods of communication. The commercial contains a mix of both words and visuals.

Readability: It concerns the verbal elements of a message. It depends on factors like arrangement

of words in a message, word frequency, sentence length, number of ideas in a single message, etc.

it also specifies the clarity and visibility aspects of the words in the ad commercial.

Ordering effect: Ordering refers to the timing of presentation of key ideas in the message-

beginning, middle or end of the message. In the ad commercial both the primacy effect and

recency effect have been taken into consideration. That’s why the messages are displayed at the

beginning of the ad as well as at the end.

Repetition: Repeating a point increases its memorability and persuasiveness.

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The Process of designing the AD commercial

1. Review the creative brief: In order to understand the communication background, and the

objective of the ad campaign it is imperative to review the creative brief. so the big idea was

reviewed for further execution.

2. Think Pictures: in order to go for the execution of the big idea many thoughts and

processes needs to be visualized and proper sequencing needs to be done.

3. Use Narrative: now taking the visuals forward, a scenario is written that completes the

story or the idea in order to take it to its logical conclusion.

4. Write a script: a script is a blue print comprising of dialogues, sounds, acting instructions

and visual shots for a film or commercial. Ensure that the opening shot is highly commanding

and that it captivates the attention of the audience. The closing should reinforce the main idea.

Words should be added only to support the visuals.

5. Prepare a storyboard: while a script tells the story using words, a storyboard does it

through selected illustrations or images. It is a graphic organizer of a series of actions, depicted

sequentially frame by frame, and combined with audio-video elements. After the script is

ready, the storyboard is prepared to pre-visualise the motion commercial. Written directions

describe the accompanying image and indicate the action, since images are static and cannot

show motion. Camera moves and the movement of things can be indicated using arrows or

such other symbols. In the ad commercial the story board gives an idea of what’s happening

and not leave out important actions, changeovers or essential moments. The commercialcreating awareness contains pictures clubbed along with quotations in order to depict the idea.

6. Get the commercial produced: production involves the actual filming or shooting of a

commercial. Commercials can be shot on film or videotape in a dvd which are very fast closing

the gap with quality improvements and with the possibility of digital editing. In the production

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phase it is important to ensure that the product is afforded enough visibility in terms of time

and proximity to the camera.

Following are some of the key production issues to be considered:

• Number of scenes and shots: scenes are pieces of action that occur at a single place or

location. They comprise of several shots that are taken from varied angles. The number

of scenes in a commercial determines its speed.

• Setting: it is the place where the scene is shot. The right sets and locations used

enhance the mood and character of the commercial.

• Length: Most networks give time for 10, 15, 30 and 60 second slots. Infomercials may

be even longer stretching up to 1 to 2 minutes.

• Casting: Casting decisions involve designating the right actor for each role in the

commercial. Casting needs to consider both on-camera and off-camera talents.

• Costumes and make-up: Trivial as they may seem, they are also an important

execution decision. Costumes could depict the personality of characters, their culture,

the weather or time of the year, etc.

• Props: Props that are the things that are used in a commercial. Choosing the key props

is not a random decision. There are certain objects that are mandatory in a commercial.

• Art decisions: Art decisions fall within the purview of art directors who are

responsible for determining the look of a commercial.

• Lighting: This decision usually falls in the director’s domain, but certain special

instructions might be specified in the script itself if they are critical in a story.

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• Pacing: The pace of an action describes how slow or fast it happens on screen.

• Camera shots, moves and transitions: There are a various types of camera shots such

as longshot, medium shot, close-up, extreme close-up. Camera movements include

zoom in or out, dolly in or out, pan right or left, truck right or left, tilt up or down, and

boom or crane shot. Shot transitions include cut, dissolve, wipe. Camera point of view

includes both objective and subjective. Freeze frame, stop motion, slow motion, fast

motion and reverse motion are some of the action maneuvering. Eye-level, high-angle

shot and low-angle shot are the various camera angles that can be used.

• Editing: Editing is not a mechanical cutting and joining of film, but a creative art

through which an editor can rewrite and redirect an entire story, as well as hide

imperfections in shooting, photography or acting. In the hands of an editor, a

commercial takes a different form. Some common forms of cutting or type of editing

are: compilation editing, continuity editing and crosscutting.

In the ad commercial depicting the ad campaign uses certain exquisite language with a

balanced video, audio and words. The strategy to attract the attention of the target audience and

making them think for the cause are the main or the basic idea behind the whole advertising

process.

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CONCLUSION

As we know in India millions of people do not get enough food to eat. Hence, we should never

waste food. This awareness campaign will address this issue as it is only a small contribution on

our part.

Food wastage occurs at various places like canteen, cafeteria, restaurants, hotels, marriage

functions and other social events. This can be curtailed by spreading awareness among the peoplelike in our case we are making the students of SoM aware.

So to prevent wastage of food, we should take the following steps:

1. We should keep the nutritive value and the comparative cost of food articles in mind while

buying them.

2. We should buy only that much quantity of food which can either be consumed or kept safely at

home.

3. We should not waste food at social and religious functions.

4. We should avoid excessive refining and processing of food.

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We intend to create sufficient awareness among students and garner positive reviews from both

teaching and non-teaching staffs of SoM. In the later stage we plan to spread this message across

the university.

On a larger scale, we have also planned to take the help of our fellow students of Kalinga Institute

of Social Sciences (KISS) to join hands with us to make this campaign a success.

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IMC Report on Food Wastage

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