How a brand is Promoted
After the product and its pricing is decided the final step comes to promotion of the product. It is the most important part of the marketing mix.
To be able to effectively communicate about the product, one should follow following 8 steps :
- For 5 star people of all age groups are TG
- Since 5 star belong to brand Cadbury so having an image benefit,whenever someone recall chocolate caramel and nougat as ingredients what comes to mind is 5 star.
- 5 star has always done creative ads and moreover some time back it had a beautiful message saying "No hard Fillings". Everyone get the idea what they are trying to say
- Communication channel through which people advertise about 5 star can be TVC,print,word of mouth etc
- Budget is decided on how to go about the campaign or the ad.
- Marketing communication budget is allocated on 8 major modes : Advertising, Sales Promotion, PR, events, direct marketing, interactive marketing, word of mouth marketing and sales force. All these factors helped 5 star in building long term image,it has drawn attention through its various contests etc.
- Measurement of communication result is done by the fact that how much are the sales and what revenue is generated from it.
AMA defines IMC as "a planning process designed to assure that all brand contacts received by a customer or prospect of a product,service or organization are relevant to that person or consistent overtime.
In this different modes of promotion and
communication work hand in hand to provide consumers with the entire brand experience. It is an effort to position a brand in almost similar way across all mediums. It aims to get advertising, sales promotion, public relations
and personal selling etc. Promotions are most effective when they are combined with advertising.
Various AD and Promotional campaign that 5 Star has done are :
The Win With 5 Star Promotion is a consumer promotion
activity launched by Cadbury India Private Limited that
offers its consumers who buy 5 Star products in its limited edition
variants, hereinafter
referred to as “5 Star bars”, an opportunity to win a holiday in Bermuda
along with a host of other prizes.
Other Campaign include "Lost in 5 Star" which was a contest in whuch advertising about 5 star was done.
These days 5 Star is recognized by "RAMESH and SURESH ads whether as TVC,Print or digital. It keeps changing it tag lines and also in regular intervals Cadbury releases a new AD so as to offer costumer something new everytime.
The following link will give all the evolution of ADs that were used to promote 5 star
https://www.youtube.com/user/CadburyADCentre/videos.
No comments:
Post a Comment