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Integrated Marketing Communications Integrated Marketing Communications Kirti Dutta Professor (Marketing) Ansal University, Gurugram Oxford University Press © Oxford University Press. All rights reserved. 3 Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide. Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries. Published in India by Oxford University Press YMCA Library Building, 1 Jai Singh Road, New Delhi 110001, India © Oxford University Press 2016 The moral rights of the author/s have been asserted. First published in 2016 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by licence, or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above. You must not circulate this work in any other form and you must impose this same condition on any acquirer. ISBN-13: 978-0-19-946485-2 ISBN-10: 0-19-946485-5 Typeset in Baskerville by MacroTex Solutions, Chennai Printed in India by Magic International (P) Ltd, Greater Noida Cover image: Lightspring / Shutterstock Third-party website addresses mentioned in this book are provided by Oxford University Press in good faith and for information only. Oxford University Press disclaims any responsibility for the material contained therein. Oxford University Press © Oxford University Press. All rights reserved. SOCIOCULTURAL ENVIRONMENTSociocultural75 existing norms laid down by the society. Their behaviour is ‘influenced by the social groups they live in and interact with everyday’4 (Shah and D’Souza 2010). Thus, today a number of Environmentschool kids in urban areas are present on social networking sites due to peer pressure and the need to belong to a particular group. Their friends and classmates are part of a particular network, so they also need to follow suit. Before making a purchase, most of us ponder ‘What will my friends think when they seeLEARNING6 me wearing/consumingINTEGRATED MARKETING COMMUNICATIONSthis product/brand? Will they think I am cool/ fashionable/have a OBJECTIVESgood taste, etc. or will they think the opposite?’ For product categories, such as Features of garments, fashion, accessories,Legal cosmetics, factors andThe mobile law of phones, the land everyone where the needs company social wants acceptance to operate is as important as the of the product/brand theylaw purchase. of the land Social from acceptance where the is companytherefore wantsan important to operate. variable These in legalthe factors bind the working consumer decision-makingAfter goingof process, the throughcompany although this and itschapter, includedegree mightrules andvary regulationsfrom individual related to individual.to right from setting up business to ‘The social environmentyou will disseminationconsists be able of to population understandof profits changes,and paying demographic of taxes. Here, trends the focus(including is on theage laws that govern marketing profiles and gender balance),• thecommunication. influencelifestyle changes, of socialFor culturalexample, considerations’ while advertising, (Masterson many andcountries Pickton do not allow marketers to 2003). Let us now take a lookenvironmentadvertise at all theseto children; on aspects the comparative in the case of advertising India. is clearly authorized in some countries (such as Spain, UK, Ireland, and Portugal) but banned in others (such as India, Germany, and Belgium) Population changes behaviour of consumers OPENING CASE (Cateor, Graham, and Salwan 2008). India constitutes 17.5%• of thethe globaleffect populationof cultural, (as per Census 2011) and is second only to China, which constitutes 19.4% of the world population (as per Census 2010). However,Making compared Kaun to Banega Crorepati Relevant subcultural,Brand Name and Decision social China’s decadalAQ5 (for the period 2001–2011) population growth of 5.43%, India’s decadal growth was much higher and stoodclass at environment 17.64%. The on decadal the growth rateThe andyear population 2012 saw ofthe some sixth of season of Kaun Banega Crorepati (KBC) being Opening ExhibitOnce The all discussion these factors are taken into consideration, it is important for the company to decide the South-Asian countries arebehaviourbrand provided name in of Tableit consumers wants 4.1. to enter the hostaired market on with.Sony IfEntertainment it plans to use Televisionthe existing (SET). brand Of name, the earlier fi ve seasons, the The populationin each chapterof India• thenthe in begins 2012 impactthe brand was with of 1,220.2 positioningsociocultural an million it (Indiawants toOnline ficreate rst 2012),three in the outseasons host of countrywhich were 69% can aired isbe done on Staras discussed Plus channel, in this whereas the last two rural (PTI Opening2012a). As perExhibit theenvironmentsection Government based (Schuiling on on of the marketingIndia’sand Kapferer Census 2004; of 2011,were Kapferer the airedpopulation 2005; on SETKapferer as on channel—all 1 March 2009; and of Dutta which 2012). had been highly successful. KBC 2011 was 1,210.2 million, and that of 2001 was 1,028.7 million, that is, there was an addition of communicationFrom Fig. 23.3 we can see that a localwas brand the secondis a brand highest where grosser the product, after thepositioning, Indian Premier and League (IPL) for SET moremajor than topic 181 million dealt in with the decade in the 2001–2011. chapter. There are 623.7 million males and 586.5 million brand name are modified to suit the channel,local needs. with A researchglobal brand showing on the that other it hadhand an has ‘average all the rating of 4.8’. Research females in India (Census 2011).three aspectsThis indicates standardized that India with is a notfew only adaptations one of the in details.most populous As we move from a local brand countries of the world, buttowards also has a a globalpopulation brand, that we is can growing have aatdone combination a fast in rate. 2009 It, of showedtherefore, the strategies that forms ‘… as follows.KBC brand was gasping for breath and it was an attractive destination for marketers (see Exhibit 4.1, Rising Middleimperative Class Population to revive inthe India). property’. The universal connect and relevance was Positioning modifi cation In this strategy, the brand name and the product are the same Exhibit 4.1 highlights the change in population and also howlimited the middle as it classwas populationviewed as is a show for the intellectuals. It had to increase on the rise. The middle classbut thenot positioningonly has the is advantagemodified toof suitnumbers local onneeds. their For side example, but also Levis the has the same brand name and products globally but modifies thethe positioning social relevance in different and countries. it chose the tagline Sirf gyaan hi aapko aapka haq purchasing power to back it up. Thus, they form an attractive destination for marketers. Product modification Here the branddilate hainame. Four and campaigns positioning were are same, shot butaround the product ‘deep-rooted is social biases in the Changing lifestyle adapted to suit the local requirements.Indian For example, society Starbucks and creating is famous engaging for its stories coffee andout itof also it’, according to Mr Danish Consumers’ lifestyle is defined by their activities, interests, and opinions. The entry of a number retails tea in Japan to cater to the tea-lovingKhan, consumers Senior Vice there. President Henkel’s (SET). detergent The brand biases (Persil) chosen is were that of ‘gender, of multinationals along with the booming Business Process Outsourcing/Knowledge Process sold in Germany, France, and the Netherlands with separate product formulations that address Outsourcing (BPO/KPO) market in India has added to the disposablelineage, language,income of and people, honesty.’ and For example, the gender campaign talks about local preferences in each country (Frost 2005). consumers are spending more on brands. Although consumers thehave bias the whereinmoney to boys spend, are they preferred over girls, and traces the story of a girl Positioning and product modificationfrom her Brand birth nameto youth is same … howand theshe productis discriminated has been against and deprived of modified, which might now warrant thingsa different as shepositioning is seen ofas the ‘monetarily same. For example,unprofitable’. Henkel’s The campaign starts with Table 4.1 The decadaldetergent change brand in population (Persil) ofis somesold South-Asianin Germany, countries France, and the Netherlands and the product Amitabh Bachchan (the host of KBC) narrating the story and ends with him Country Populationformulations (in millions) are different Decadal change to address (in %) the Percentage local preferences. of world ‘Henkel markets the whiteness of Persil ‘helping the protagonist in their journey to a win on the hot seat’.The deep- in Germany and France,(2001–2011) but in the Netherlands,population a green version of the brand was positioned as an environmentally friendly product‘ (Frostrooted 2005). biases and how the protagonist ‘overcomes the discriminations of India 1,210.2 17.64 17.5 society
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