IMC Plan For Milk Management Essay

IMC Plan For Milk Management EssayThis go steady is roughly the IMC employ by the Milk friendship. It includes the all told in all the promotional tools used by the community for merchandising communication. In this we be using un give c be gross revenue agreements and promotion techniques for the sale of our conjunction draw and twist a substantive photo of our companionship mathematical harvest-home in the minds of our customers. peculiar(a) kinds of lines discounts , adjudicates be effrontery to the customers and cunningrs for the pie-eyed lieuing of our crossway in the market. The discern of take out intersection is the virtuous draw, and the tagline of our take out crop is the real draw of India.The briny objective of our familiarity is to provide go against pure t 1 to our customers as comp bed to our competitors and building a good image of our harvest-time in the minds of the customers.By providing a repair touchstone to our custom ers our ac confederation go out generate a revenues, which our participation would further invest for change magnitude our product line. In this we it is discussed that what atomic number 18 the diametric kinds of cardinal Ps of our troupe . What is the Price of our draw , What be the different kinds of promotional tools used by our company for the sale of our product . Different kinds of strategy atomic number 18 used by our company for change magnitude revenues from our take out product. At the end estimation of bud deliver is d iodin for perspicacious the expected expense d whizz by the company for our take out product. experienceability TO MARKETINGUNDERSTANDING MARKETING- Before we begin discussing marketing communication, We must comeback a moment to understand its higher order discipline ,viz, marketing. merchandising is a composite of many another(prenominal) activities related to customers need fulfillment and satisf follow up. merchandising includes many tasks right from identifying consumers needs and wants to fulfilling them.DEFINITION OF MARKETING- The Ameri back market connector defines marketing as the move of designning and executing the conception, pricing, promotion and statistical distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives.For marketing to be effective ,it requires successful coordination of all these activities at different levels in the organization.THE MARKETING MIX Various maketing activities can be classified into four general categories,viz, harvest-home, Price, Place( distribution ) and promotion, which be populary known as the 4Ps of marketing or marketing mix.PRODUCT- This includes all the activities related to the conception and intentning of actual product that fulfills consumers needs and wants, i.e, decisions regarding product quality , designs, features , sizes, varieties, set chassis, warranty, gurantee and other services.In thi s ejection the product is milk. The name of our company is the PURE MILK .Milk is provided in different packages of different sizes i.e,1 kg and half Kg packets. Pice of is 28 Rs and Half Kg product is Rs14. impairment- This bea deals with activities related to setting the equipment casualty for the product. Decisions regarding retail and carry on prices, margins of channel members, discounts and allowances, credit terms, payment period , etc. ar the vocalisation of pricing function of marketing mix. The 1 kg of milk com adorner software is of Rs. 28 and Half Kg is of Rs 14.PLACE- Placement or distribution refers to all activities take awayd in engageting the product to the final consumers. Decisions under this P relates to the distribution channels, market coverage, locations , inventory, transportation, etc. The primary(prenominal) level market of our milk product is the PUNJAB STATE.As the deal of Punjab are very health intended and believe in better quality , So, our companies main target market is the population of Punjab.Our company would cheat on our milk product to all the retail outlets, Sweet shops, dairy shops, in all over the Punjab.PROMOTION- furtherance refers to all the activities concerned with in realizeing consumers about an organizations nominateing , persuading them to buy it, and reminding them it from time to time. Activities equal advertisement, sales promotion, directing, direct marketing, public relations, personal selling and other naturalized media to comprise the P of operations. In promotion of our milk product we bequeath use different kinds of promotional activities a wish advertising, direct marketing to the consumers and retail outlets.UNDERSTANDING MARKETINGCOMMUNICATION(PROMOTION)It involves all the activities concerned with effectively communicating harvesting breeding to select target audiences. A target audience is a group of consumers to whom marketing communication messages is directed.The prime purpose of communication is congnitive, emotional or behavioural re failee, whatever that desired response may be. In other contrives, the communicator might want to im write something in consumers mind(cognitive response), change in attitude(affective response) or get the consumer to act (behavioral response).ADVERTISEMENT OF MILK smart set (PURE MILK) The word advertising is derived from its Latin root ad verterWhich means to turn towards or to attract attention to.DEFINITION OF ADVERTISEMENT- Advertisement is the any paid form of non- personal presentation and promotion of ideas or products by an identified sponser.The main objective of advertisement can be categorized based on whether their goal is to-InformPersuadeRemindRein contractIn our company of milk product , we can use the Brand Building advertising that focus on creating product awareness and brand building image.It is strategical and hence relatively long term in nature. We use the tagline pure milk, the real mi lk of India.Retail advertisement can similarly be used by the retailers on the local scale.It is aimed at building store traffic, creating a distinctive image for the store and more than(prenominal) oft than not, at triggers sales in short run. Retail advertisement is more breedingal, giving details about the outlets and its offerings.E.G The retail outlets where we sell our milk would put down small notice on their blackboards about our product i.e , it is procurable there , its prices, it give help in attracting more and more customers. claim MARKETING- We leave sell our milk also through direct marketing. guide marketing is a interactive system of marketing which use one or more advertisement media to effect a measurable response or transaction at any location.The advantage of direct marketing is that in conducts in quicker sales, better targeting and relationship building and slight argument and from this we go out come ,more blotto to our customers. In this case we will come more close to our customers and will get the perception of the customers towards our product.TELEVISIONS- Our company will make a advertisement of our company milk product and telecast it on the T.V. Special kind of creative advertisement is make by the company for creating interest of the customers towards our milk product. The main aim of our video advertisement to aware people about our milk product. INTERNETAs we know in today scenario, Internet is having a particular(prenominal) appear in the minds of the people. Our company Will also make Our website from which the interested people will get the important study about our product and about the product benefits and quality.The main benefit of Internet communication is that it is directed at a time towards the target market . The customers who are interested will easily go through our website and get knowledge about our product. It is totally personalized and up to date mechanism for attracting customers towar ds our company. Through it customers will also give their experiences and suggestions for our milk product.DIFFERENT KINDS OF gross revenue AND PROMOTIONS USED BY THE COMPANYDEFINITION OF SALES AND PROMOTION Sales promotion consist of a diverse allurement of incentives tools, mostly short term , designed to stimulate quicker and great purchase of a particular product or services by the consumers or the trade.Types of sales promotion used by our company- Our company will used different type of sales promotion activities for increasing sales of our product and awaring the customers towards our project.Consumer promotions are those that are directed to the consumers. The objective of consumer promotion is to offer the consumers some added benefit to entice him to buy the product.Ths is unremarkably done in addition to the advertisement. Whereas advertising has a long run effect on the purhase behaviour , connumers promotion claim more of a short term effect.SAMPLING- This form of p romotion ifs found to be especially useful when one is introducing a product for the prime(prenominal) time. Our company will also gives sample to the target customers for checking out their reactions towards our product The samples are either distributed at the retail outlets and residences of the final customers.Our company also request the consumers to fill up a questionnaire after the sample is used and thus are able to get feedback about our product that whether the customers like it or not. But the sampling is that one of the most expensive method of consumer promotion and there is no gurantee that the customers will actually go and buy the sale pack of our product.PRICE OFF This is essentially offers the consumers the product at less than the marked level best retail price. The purpose of this is to induce the consumer to try our milk product immediately. beat DEALS- In the quantity deals , our company may provide more quantity in a same price for attracting the customers towards our product. same our company would ontogeny the quantity at the underlying price of our product. This will helps us in attracting more and more customers towards our milk product.DISCOUNTS- Our company will give discounts to our customers. alike if The customers buy four -five liter milk or more than it or milk in a bulk , we will give them discounts. step to the fore PRODUCED GIFTS- In this case the gift item is attached to the product from international. This will attract customers towards our product.Like we will give ONE PLASTIC glass over free with every 1litre milk packet for attracting customers or increasing our sales.CONSUMERS CONTEST- These are run to create an excitement amongst the target segment. Contest are normally advertised extensively and test more often than not the knowledge of the consumer on the product or some other skills.We will involve the completion of a sentence , which may say that I corresponding A PURE MILK BECAUSE OF -.Prizes for this c ontest would be very provoke for creating interest of the consumers towards it. Different cash prizes, travel allowances will be given to the winners.TRADE PROMOTIONS- Trade promotions are those that are run to elict a better and quicker response from the trade. These can be done when introducing a sore product to ensure enhanced stock preceeding a good conciliate , or block a competitor. Trade promotions are normally part of of push strategy , the assumptions here are being that if the trader has a excess stocks bought trade scheme he will be prompt to push the product in order to recover his investment as soon as possible .There are several tools for trade promotionsDEALERS GIFTS- For the sake of building a strong image in the minds of the dealers our company will also provide different kinds of dealers gifts and rewards so that they feel actuate and do more hard work for increasing sale of our milk product . If we provide gifts and rewards to our dealers they feel that our c ompany is taking care of them and they are having a great redact in our company.Different kinds of travel allowances , gifts, rewards are provided by our company. Special kinds of refrigerator are to be provided by the company for deliverance of milk .On the special events like on new year, Diwali, gifts are given to the traders for getting them firm to our product.DEALER CONTEST- Dealer contest are nonionic by our company for changing our traders as a loyal traders of the company and motivating them. Special kinds of rewards , gifts are given by the company for the winners.POINT OF SALE MATERIALS- Our company should also provide point of sale material to our dealers and traders. Special kinds of refrigerators, boxes are provided by our company for the better preservation of our milk product in the retail stores, dairy shops and sweet shops. tell on BOARD PAINTINGS- Special kinds of hoardings, sign boards are fixed on outside and inside the shops, retail stores, dairy shops, swe et shops for attracting more and more customers and providing information to the customers that the product is provided by this particular shop.DEALERS DISCOUNTS For making our traders more loyal to our company special discounts are arranged by our company. The traders who will purchase our milk product in the bulk or in a continous modal value , special discounts are provided by the company to them by the company.DEALERS MEET- Special meetings are arranged by the company for doing meeting with the dealers, traders as they are more closed to the customers and they are having more information about the need, wants of the customers. The meetings are organized after every one and two months for meeting more information about our product and customer perception about our product.INTRODUCING NEW perceptivity OF MILKPUREMILK(THE genuinely MILK OFINDIA) MADE IN INDIA Manufactured BY- stark(a) Dairy Milk Company MUMBAI Phone No-12345678THE IMC PLANNING PROCESSMarketing communication is one of the four tools of marketing mix. Hence, it is based on the strategic laid down in the marketing image, which in turn is derived from boilersuit business plan. Strategic planning is the fulfill of devising a plan of action for meeting an organization goals with its limited resources and in the wake of change market conditions. Strategy is allowed an organization to focus on limited sources on the best acquirable opportunities, thereby achieving sales, profits and competitive advantage proceeds and a sustainable competitive advantage.There are three primal components of a strategic plan-OBJECTIVES- What a company wants to achieve. Objective dictate the material body of action to be taken. E.G The main objective of our company is to provide better services to the customers. Our main target market is the retails shops, sweetshops, and dairy shops are there in the Punjab.STRATEGYA long term plan of action designed to achieve the objectives. The strategy of our company is t o expand the market in campestral villages and also increase the customers.TACTICS- Immediate actions with resources at hand, short-term stranded events to take advantage of opportunities at hand. E.G Company will reduce its prices as compared to others competitors. Like the selling price of 1 Kg Milk Product is Rs 24 and Half Kg milk product is Rs. 12. The current price of milk of our competitors are 1 Kg is of Rs 28 and half Kg packet is Rs 14. Our company will also provide discounts to the retailers ,wholesalers if they purchase our product continuously or in the bulk.THE MARKETING PLANThe IMC Planning process begins with the review of marketing plan.A marketing plan is a pen document that details the marketing objectives, strategies and tactics foe an organization, product or brand, and guides the marketing efforts. It is based on an in depth understanding of the firms national and external environment- the industry, the competition, the product current positioning , its cus tomers, etc.THE IMC PLAN- pursuit are the steps involved in the IMC planning process.SUITATIONAL ANAYSIS- Like the marketing plan , the promotional plan also begins with an analysis of factors that are relevant topromotional suitation.PAST PROMOTIONAL SITUATION- Review of campaign including their objectives , audiences, strategies, tools, media, and calculates.PRODUCT SITUATION- Our company will analyse that what are products which are present in our product category. sound judgement of product benefits, quality, packaging, price, image, availability, features and unique selling points.Like our product is the milk our company is providing better quality milk to our customers as compared to our competitors.Price of product is that 1litre milk packet is of Rs 28 and Half Kg is of Rs 14.Avalibility- Our milk product is available at all the sweet shops, dairy shops and all the retail stores, which are having conditions for protection of milk.IMAGE- Our company redeem to made a uniqu e image in the minds of our customers. So for this we have to chose features of our product so that our customers would easily telephone our product.The mane of our milk product is PURE MILKAND THE TAGLINE OF OUR PRODUCT IS THE REAL MILK OF INDIAAUDIENCE SITUATION- An analysis of audience of promotion buyers, influncers, decisions makers their demographic visibleness and psycographic profiles, behavioural patterns and life styles, factors influencing their products purchase decisions , buying patterns.COMPETITIVE SITUATION- Promotional strategies adopted by direct and indirect competitiors. In our product our main competitors are the other milk companies like Verka, Amul. Through tjis we would analyse that what is the position of our competitors in the market, what are their strengths, weakness, their product, price etc.Regulatory situation- Regulatory authorities regime the product category and media , and rules and regulations of the government which our company has to follo w.Like our company has to larn that what are the factors which we have to follow for sale of our milk product in the market. Whether we have the get license from the government and have to registered our company to them.Following are the some common area of analysis.A intimately-known charge for analyzing and summarizing the suitation is called SWOT analysis.STRENGTHDemand profile Absolutely optimistic studyMargins- Quite reasonable, even or packed liquid milk.Flexibilty of Product mix- horrifying with balancing equipments.Availability of raw material- Abundant more than 80% of the milk products are flowing from the unorganized sector.which requires proper channelisation.Technical margins- Professionally handy -technical human resource manpower is built in our company.WEAKNESSPERISHABILITY- The main weakness of our milk product is its persihability. Special Conditions are required so that our milk cannot get spoiled. Pasteurization has overcome this weakness partially. Surely many new process will follow to improve milk quality and for extending its shelf life.LACK OF CONTROL OVER YIELD- Theortically, there is a trivial control over the milk yield. However , increased awareness of developments like embryo transplant, artifical insemination and properly managed animal husbandry practices coupled with the higher income to rural milk producers should automatically transcend to improve in milk yield.LOGISTICS OF PROCUREMENTS- Because of fearful roads and inadequate transportation facility make milk procurement problematic. But overall economic improvement in India, will lead to the improvement in these logistic problems.PROBLEMATIC DISTRIBUTIONS- All is not well with the distribution.There is a need of emergence of a cold chain of mountains linking the producer to refrigerator at the consumers home.COMPETITION- Now a days competition is very hard in every field. Our milk company may also face competition because of new entrants in themarket.Because of h uge competition the market is large is enough for us to carve out their turning point market.We will overcome our competitors if we provide better services to our customer than our competitors.OPPTURNITIES FOR OUR COMPANYFailures is never ending final and success never ending set ADDITION- We will add value to our milk products so that customers would buy product and will attract towards our product. Our company will add value added products like shikhand,ice-cream, paneer, khoa, flavoured milk, dairy sweets,etc, this will lead to a greater presence and tractability in the market place along with oppturnities in the field of brand building.Addition of cultural products like yoghurt and cheese tends to furthet strength two in term of utisation of resouces and presence in the market place.A squinty view opens up oppturnities in milk proteins through casein, caseinates and other dietetical products, further opening up .Export OppturnitiesIf our product would get position in the ma rket we will expand our market in the irrelevant countries also. Export oppturnities would be seen for increasing our customers.Our company would generate export potentials like various companies i.s- Amul is expoting their products in foreign countries like Bangladesh, Sri Lanka.Yet another look can be addition of infants foods,geriatric fods and nutritional THREATSMilk VENDORS- Today the milk vendors in the unorganized sector are occupying the pride , the place in the industry . Organised discrimination of information about the harm that they are doing to producers and consumers should see steady decline in their importance.Delicensing in the Indian Dairy Industry has been attracting a large number of entrepreneurs . But the success of them depends on the factor such as efficient economic facilities and innovation in the market place. shape THE PROBLEM OR OPPTURNITIES- The suitation analysis done in step 1 helps us to identify problems or oppturnities concerning communications. IMC plans can crop problems like awareness or knowledge, negative attitude, misconception about our product .I n this case we have to sell our milk product to the customers or have to aware the customers towards our product.DETERMINE COMMUNICATION OBJECTIVES- Communication objectives flow marketing objectives. Our company will use different communication media for increasing the awareness of our customers towards our product. Like we can use T.V, radio, print media, hoardings, bill board to aware customers towards our product.The main objective of our different kind of communication media is same- To create awareness of our milk productTo increase sale of ur milk productTo build a good image of our product in minds of the customers.To provide better qualities to our customers.DETERMINE THE BUDGET After setting the communication objectives, our company has to estimate how more we are willing to spend on the promotional activities. The company has to get hold of various issues lik e how much the programme will it cost, how much it can afford how much competitors are spending.Our company can make the budget by analyzing the sales expense or estimating sales in the one filth.The Steps involved in the estimating the budget is as follows.PRODUCT TARGET-The first step in the analysing the budget is to analsye the target market that where we have to sell our product and at which region.Like our company is targeting the State Punjab .Our main target market is the sweet shops, dairy milk shops, retailers of the punjab and population of the Punjab. We have to sell our milk product there so that it would reach to all our customers. Special trade discounts, special offering are provided by our company to our traders, retailers so that feel motivated and helps us in creating awarness our product towards our product. Like special kinds of refigerators and other rewards are given by our company to the retailers, dairy milk shops and sweet shops for preserving our milk .SA LES BUDGET OF OUR PRODUCTFor getting information about our sale expenese, we estimate the expense occur by our company for selling it in the one small town , Dasuya.For selling our product in the Dasuya city we recruit five sales persons.There name are as follows-Mr. Sohan singh2Mr. Mandeep SinghMr. Akash KumarMr. Ram KapoorMr . YashdeedWe are sending our five people in different regions of Dasuya City.Like one in North Zone, One in south zone , One in East Zone, one in west zone. And one in central zone. The main benefit of sales target is Inreasing market coverage because sales persons are more close to their customers.They know where they have to go , who are their customers, how they have to communicate with their customers.It also controls selling expense and time because sales persons have to know where they have to go and at what time. Wstage of time and mone should be eliminated by this sales territory medium.It will helps in enabling better evaluation of sales force perform ance.It will customer relationships. Because customers feels that they are more close t company and company is providing better services to them.It helps in increasing sales and increasing profits and revenues of the company.MANAGEMENT OF TERRITORIAL COVERAGEIn the travel plan of our company customers we will do sheduling of our sales persons in a bully line manner, because through it all the sales persons start their daily inscription from the headoffice from their they get the information about their daily memorandum and went to their assigned places. age MANAGEMENT TOOLS- The timing of our sales persons starts from the morning at 900 A. M. In the morning they have to come to the office for betting their daily plan . At 10 00 A.M they have to start their daily schedule and had to go their assigned places. In the evening at 500 P.M they have to get back in the office and had to report the headoffice about their daily schedule , how was their day and how was their experience of the whole day. At 200 clock, they are having their dejeuner for one hour.ESTIMATION OF THE BUDGET ON THE BASIS OF EXPENSE through ON ONE TERRITORYSalary of one sales persons in 1 month- Rs.15000Salary of 5 sales persons- 150000 into 5= Rs 75000Telephones charges- grandinto 5= Rs 5000Vehicles Charges 1000 into5 Rs 5000Daily meals charges-1000 into5= Rs 5000Advertisement expense on T.V = Rs 90,000Expense on print media and other Rs. 3,00,000Medias like radio, internet=Raw materials Expenses = Rs. 5,00,00Other Miscellaneous expenses= Rs .15,00,000 tote up expense = Rs. 24,95,000IMPEMENTATION OF THE PLAN- After making all this IMC plan we will pass our planning for getting results and introducing our product in the market. Different kinds of communication tools are used by our company , for getting revenues and building a strong image of our product in the market.MONITOR/EVALUTION OF PERFORMANCE-After implementing, the whole IMC plan, we will evaluate our company performance to mea sure the expected results with the actual result and find whether our company IMC plan was able to build a strong image of our product. Different kinds of surveys, are conducted by our expertise to check the process of our IMC and monitoring the impact of IMC on the market and consumers mind.CONCLUSIONFrom all the higher up information it is cleared that IMC is a very important aspect in introducing our product in the market and getting a strong position for our product. The tools of IMC like advertisements, direct marketing are helpful for our company for establishing a strong position in the minds of the customers and IMC provide assistance for the company for achieving their goals and objectives. These are the ways for fulfilling our objectives and provides us a path for fulfilling our objectives. By choosing different types of tools we incline our customers and attract our consumers towards our product a, and as a result of which we generate heaps of revenues.BIBLOGRAPHY-http /marketing about.com/ad/marketing glossary vane the free dictionary.com/milk.www scrub com/doc/17660303/nestle-imc -plan.http freedictionary.com/milk/4540.www.imcplanning.comp.india.comwww//marketing.about.comp//marketingglosary//imc.htmwww.exampleessay.com.htmldrypen.in//salespromotion//sale tech.comBOOEK REFERRED- Sales And Promotion