Integrated Marketing Communication| Brand: Color Crew by Classmate| | Swati Joshi 2012A40| 1/28/2013| Color Crew is an existing brand under Classmate umbrella for kid’s art stationery. The document is about the marketing communication strategy to be adopted by Color Crew brand to review its positioning. | Integrated Marketing Communication Strategy for About Color Crew ITC forayed into the Art Stationery industry with the launch of Color Crew range of wax crayons & color pencils across select markets. Colour Crew is the new brand of art stationery from the house of Classmate.
Tagline: “Now create everything you can imagine and explore a whole new world with Bill and his exciting range of Colour Pencils, Wax Crayons and Sketch Pens. ” Long term communications objectives Long term marketing communication objectives are goals where marketing campaigns are intended to drive up the value of your brand over time. In contrast to sales promotions, which are short-term inducements to buy, communication goals succeed when you persuade customers through consistent reinforcement that your brand has benefits they want or need.
The key long term communications objectives of Color Crew are: Increase Awareness: Color Crew is a relatively new entrant into the market. When it initially enters the market, it has to let people know of its company and products. This includes broadcast commercials or print ads that depict the image of the brand and constant repetition of brand name, slogans, jingles and mascot. The whole objective is to become known and memorable. Change Attitudes: There is an impending need for Color Crew to differentiate itself from existing brands. Advertising is one way to address this directly. Customer hould perceive Color Crew as innovative, creative and high quality product. Short/Medium term communication objectives Influence Purchase Intention: A key communication objective is to motivate customers to buy. This is normally done through persuasive advertising, sales promotions, etc which involves emphasis of your superior benefits to the user, usually relative to competitors. It is critical to strike a chord with the underlying need or want that triggers a customer to act. Drive Brand Switching: Another objective closely tied to stimulating trial use is driving brand switching.
This is a specific objective of getting customers who buy competing products (e. g. Camlin, Crayola, etc) to switch to Color Crew brand. The advantage with this goal is that customers already buy within your product category. This means need is established. You just need to persuade them that your product or service is superior and induce them to try it out. Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. What does the Brand Convey? * Unbound Creativity High quality product * Completely safe to use * Better design * EXCITING * FUN * INNOVATIVE PRODUCTS * ENVIRONMENT FRIENDLY We have to remember that advertising is not the only form of promoting a business. There is the marketing communications mix, which is defined as “the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships” (Armstrong & Kotler, 2008). Thus advertising is not the only form of promotion.
Besides advertising, there is personal selling, sales promotion, direct-marketing tools, and public relations. Color Crew should adopt a focused four pronged Communication Strategy to review the existing brand. The Four Pronged Communication Strategy to be adopted by Color Crew. Advertising: Color Crew as a brand requires high consumer engagement. The main target segment is children between the age group of 2 to 12 years. The brand needs to make an effective communication with its target segment to create selective demand for the product.
The various ways to achieve this are: * Advertising mainly needs to focus on television commercials, magazine ads, and point of purchase displays. Promotion impacts and targets children primarily and foremost, however, it is a pull strategy to create an influence purchase by the parents. In large retail stores, Color Crew can have their own aisle. Television Commercials Source: Crayola, Television Commercial modified Creative Print Ads across kids magazines and comics Source: Crayola, Print Ad modified * Creating a website geared for children, parents, and educators.
Provide free ideas for crafts and printable coloring pages. The website can also be used for booking, ordering, promotional information, marketing, and more. Sample Interactive Web Page. * Promoting use of all non-toxic, child-safe materials that are cost effective and efficient. Using a variety of colors with fun memorable names, which appeal to children and adults. Color Crew can be promoted as environmentally friendly. * Licensing deals with major children’s characters, including Disney characters, Nickelodeon characters, etc. will increase the brand appeal among children. Events and Experiences:
To establish itself as trusted brand Color Crew needs to involve with the customers: children as well as their parents. Engagement activities include various promotional activities and campaigns. Some initiatives could be: * Hobby classes for kids encouraging creativity. This leads to increased brand awareness and greater engagement. * Social media campaign on Twitter and Facebook geared towards moms (core purchaser) featuring innovative ways to be creative in helping their kids learn. * Addressing the need of digitization creating and communicating modern day coloring apps such as “i-pad to art pad”.
Promoting the same at digital platform. Conceptualization of “i-pad to art-pad” campaign * Sponsoring various events at school level. Conducting online competitions and encouraging the creative streak. * Opening exclusive experience stores with wider range of products. Experience store offering product customization such as make my color pack- choosing your own palette. PR and Publicity: Public relations (PR) and Publicity is the practice of managing the flow of information between an individual or an organization and the public.
Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Color Crew has a huge task ahead when it comes to PR and Publicity. Brand needs to communicate itself as the one which is trustworthy which is socially and environmentally concerned.
The best way to promote this image is via a strong PR campaign. Color Crew can do some of the following: * Press Releases highlighting the new product range being environment friendly and non toxic. Zero Carbon footprint, Zero emission. “Build your creativity naturally” * Media coverage of local promotional activities to make Color Crew a household name. * Assigning a brand ambassador to communicate the brand personality. E. g Sharukh Khan is associated with Sunfeast brand, Amir Khan with ParleG, etc. * Undertaking CSR activities for underprivileged children.
Campaign such as contributing a part of sales towards CSR and sponsoring a child’s education can garner good reputation for the brand. Sales Promotion: Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service i. e. initiatives that are not covered by the other elements of the marketing communications mix. Color Crew needs to aggressively acquire market share. Sales promotions are the quickest way to get the customer to use the product. Various innovative and creative sales promotion strategies can be used by Color Crew to promote itself.
Some of them can be: * Buy-One-Get-One-Free (BOGOF) – which is an example of a self-liquidating promotion. Getting two products at the cost of one can draw a lot of first time user. Such promotions can be an instant hit and will lead to future brand recognition. * Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. These also include membership points and customer loyalty programs. * Merchandising additions such as dump bins, point-of-sale materials and product demonstrations. * Free gifts the company can be innovative here and let out free surprise gifts on collection of certain bonus points.
Free gifts are a big draw in case child products. * Joint promotions between brands owned by a company, or with another company’s brands. Color Crew is a brand under Classmate umbrella. It can make use of the bigger brand to promote itself. Evaluating the Marketing Communications Mix Color Crew will evaluate its communication effectiveness at the end of every quarter, so that it can get the results by the end of the next quarter and tweak its strategy if necessary. Sources of data: * Customer surveys in store and online * Website ( Web analytics) * Sales Data Surveys
These will be surveys that will measure the effectiveness of the communications campaign. They will be used to determine * Whether the target segment is aware of Color Crew? * Do they recognise the Color logo and Mascot? * What do they think about the brand? * Do the target groups think that Color Crew is a better product than competitor? Sales Data Analysis This would consider: * Counter sales * Promotional offer sales * Internet orders * Sales analysis of which items are sold more over the others * Demographics of customer(from Loyalty scheme) * Weekly sales’ peaks and troughs
From the results we could get an idea of * Which is the best selling item and how was it communicated * Are people participating in creating their own color pack, or do they simply buy a standard one * Supply requirements of the store * Whether the correct TG is engaged with the brand * Impact of new schemes and promotions Website data (Web analytics) The website can give us data like: * The geographic locations of the visitors of the site * The profile of the customers who have an account on the site * The different types of activities the consumer engages in when online * The % of site flirts to site users
Cite this Integrated Marketing Communication
Integrated Marketing Communication. (2016, Nov 21). Retrieved from https://graduateway.com/integrated-marketing-communication-2/