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GROUP PRESENTATION

on

By

Waseem Riaz

M.Saad Shees

Karim Qasim

Raheem Ali

Tajdar Ali

Raja Asad

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INTEGRATED MARKETING COMMUNICATION

(IMC)

A management concept that is designed to make all aspectsof marketing communication such as advertising, sales

promotion, public relations, and direct marketing work

together as a unified force.

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IMC Diagram

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Advertising

Print Media Electronic Media

AIDA

•Attention

•Interest•Desire

•Action

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Consumer oriented Trade Oriented

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M.Saad Shees

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•

•

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Direct Marketing

Call

SMS Email

By post

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Personal Selling

Personal selling occurs where an individual

salesperson sells a product, service or solutionto a client. Salespeople match the benefits of 

their offering to the specific needs of a client.

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Examples

Medical Rap Technician

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Karim Qasim

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ApplicationOf

(IMC)On

Pepsi

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Product Introduction

•The recipe for Pepsi, the soft drink, was first 

developed in the 1890s by a New Bern, North

Carolina pharmacist and industrialist, CalebBradham, who named it "Pepsi-Cola" in 1898.

• As the cola developed in popularity, he created the

Pepsi-Cola Company in 1902 and registered a patent 

for his recipe in 1903.

•The information given is provided by site:

www.Pepsi.com

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Brands of Pepsi

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Advertising through print media

• Print ads in organic/natural lifestyle publications

 – Natural Health Magazine

 –

Newspapers – Vegetarian Times

 – Parenting Magazine

 –

Family Circle

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Raheem Ali

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Advertising through electronic media

• Use of TV and Radio and Why?

 – Using TV commercials because they reach a

broader audience which supports a national

product launch, cost effective, selectivity

• Specific Programs and Why?

 – Stations that focus on health and parenting.

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Support Media

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Support Media

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Sales Promotions

• Sales Promotions

 – Sales off e.g. 30% off 

 – Buy one get one free

 – Tokens

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Raja Asad

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Public Relations

No need to manage brand image

Already extensive press coverage on new, high profile all natural

offering from a major soda manufacturer. (no need for buzz)

Talking down to consumer, already aware of benefits of organic

products, high product/purchase involvement.

PR has the potential of communication problems with the

misinterpretation of the source message.

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Direct Marketing

• Direct marketing not used because of issuesassociated with product/brand image.

• Pepsi is a well known and respected brand.

• Development of multifaceted website.

 –

Higher education, higher income – Coupons

• Send sms to customers, email, etc…. 

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Personal Selling

• Reserved for high profile, high

involvement, more expensive productswith several alternatives

Business to Business:Consult with Malls, General Stores

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Thank you

ForYour time