IMCinFMCG

IMC in FMCG

Project Submitted By:• Mani Nafde• Miti Bakshi• Varsha Bhatter• Udayan Sikdar

Contents

• About FMCG• Need for IMC in FMCG• Implementation Strategy• Outcomes of implementing IMC• IMC of Nestlé• Benefits attained by Nestlé after IMC

About FMCG

• Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year.

• Examples include non-durable goods such as soft drinks, toiletries, and grocery items. It may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars.

• India's FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities.

• Principal constituents are Household Care, Personal Care and Food & Beverages.

• The total FMCG market is in excess of Rs. 85,000 Crores. • It is currently growing at double digit growth rate and is

expected to maintain a high growth rate.

Need for IMC

• In FMCG, you must create AWARENESS then INTEREST then DESIRE then ACTION.

• As goods have a very short life marketing the goods through effective communication means is very important.

• An Integrated Marketing Communication (IMC) Solution provides with innovative ideas, quality services and optimum utilization of resources.

• Competition from various competitors need to be countered with sufficient Advertising which require the best integrated strategies.

Implementation Strategy

• The right sector of customers has to be chosen before planning an Effective IMC strategy. This has to be with norms with the sector of customers in the FMCG category.

• The right amount of surveys have to be done to make sure the implementation path is well defined.

Outcomes of implementing IMC

• Ensures higher efficiency of the advertisements done.• Makes sure that the funding spend on the advertisements

is not wasted due to improper communication methods used in.

IMC of Nestlé

Advertising Media opted for:Television, Bill Boards and Print Media.

Slogan:“Good food, Good life”

Theme:MILK FOR EVERY ONE

Push VS Pull:At some stores there is push strategy for the product whereas at some stores

its pull.

Promise & Support:BEST MILK FOR DRINKING

Value Preposition:Best value for money.

Marketing Strategy Used:Penetration strategy supported by product differentiation

Methods Opted

BROADCAST MEDIATelevision

Nestle use 40% of their budget on the broadcast media. Television is the major medium used for the advertisement. Nestle has been

playing commercials on the TV since they have launched the Nestle Milk pack. Their Ads cover all the lifestyles of the people. In their ads

they have shown many situation -

Friends sitting together, Child playing, Swimmer, Families in good modes, Younger generation in smiling energy form.

In the entire above situation they have showed the importance of the pure milk, when it’s about athlete, he is health conscious, when

friends sitting together and having fun what they need. The main thing the NESTLE wanted that people should trust on that Nestle is

purest form of milk.

Methods Opted (Cont.)

RADIONestle is not only advertising on Television but they are also advertise on radio. They play the vocal ads on FM 100 and 101. Advertising on

radio is basically for the people who are on roads.

PRINT MEDIAIn the print media Nestle is using the following mediums to advertise.

Magazines & NewspapersNestle advertise in both magazine and news paper on weekly and monthly basis. The following magazine and newspaper in which

nestle advertise:

The News, Nation. Dawn, Sunday Magazine, The Economist, MAG, etc.

Methods Opted (Cont.)

BELOW THE LINEBelow the line includes following mediums of advertisement.

Direct mail, Outdoor, Transit, Supplementary material

DIRECT MAIL ADVERTISINGIt is any form of advertising issued directly to the prospect, whether

through the mail, fax, online computer services, salesperson, dealers or other means rather than through traditional mass media.

Postcards Nestle send postcards to their home and office persons in the

category of retailers and whole sellers. On different occasion nestle send them different post cards to build long term healthy

relationships so that they can contribute in increasing the market share of there product.

Methods Opted (Cont.)

Leaflets/flyersNestle has placed many types of leaflets, which contain

information aboutNestle Milk pack, at different outlets.

Folders/BrochuresNestle send brochures of their product to their customers through mail to make them aware of new innovations and

products. This helps nestle in getting more customers.

Methods Opted (Cont.)

OUTDOORNestle spend a big share of their advertisement budget on the outdoor

advertisement, which includes

Painted Billboards, MMT, Vinyl Sheets

Rotary Plan Here is an example of their billboards and rotary plan Nestle has placed more than 100 billboards across the roads. They have put on different

skins of them, which are showing different situations in which people are using pure water. According to the NESTLE they use heavy outdoor advertisement to remind people about the availability of their product because it is a product for

which people never pre plan to purchase it so to motivate them for the purchase of Nestle Milk Pack they have to place billboards. Beside this they

rotate the skins of their billboards after few months the reason for this is that people loose interest in those skins when they see it for a long time so when

they rotate them n place the new one that create the interest among the people.

Methods Opted (Cont.)

TRANSIT ADVERTISINGTransit advertising is a category of out of home media that includes bus and taxi/cab advertising as well as posters on transit shelters,

terminals, and airports. Types of transit advertising•

Inside cards, Outside posters, Terminal posters, Taxi/bus exteriors

Benefits attained by Nestlé after IMC

• Increase in sales.• Better brand image.

THANK YOU