Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions have their own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation.
Their sum is greater than their parts – providing they speak consistently with one voice all the time, every time. This is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. About Transcom Originated with tea plantations in 1885, TRANSCOM today is one of the leading and fastest growing diversified business houses in the country employing over 10000 people.
Not many industrial groups in Bangladesh can claim a history of continuous business pursuits stretching back over 125 years! Initially tea and later jute formed the backbone of the family business. Although these are still part of the activities and contributing marginally to the overall group turnover. Presently those early industrial ventures have moved over to businesses involving high-tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies.
In recent years, TRANSCOM has emerged as the largest media house in Bangladesh.
Transcom Beverages Ltd Transcom Beverage Ltd (TBL) is the exclusive PepsiCo Franchisee for Bangladesh. TBL owns and operates modern plants in Dhaka and Chittagong for bottling the renowned soft drink brands such as, Pepsi, 7UP, Mirinda, Slice, Mountain Dew, Pepsi Diet and 7UP Light. The company is emerging with the motto to deliver sustained growth in Bangladesh and move towards dominant Beverage Company, delighting ; nourishing every Bangladeshi, by best eeting their everyday beverages needs ; stakeholders by delivering performance with purpose, through talented people. 2009 has been an amazing year for TBL, winning several spectacular awards as PepsiCo’s exclusive bottling partner in Bangladesh. For its’ extraordinary and outstanding venture through excellence TBL has been rewarded with several prestigious national and international recognitions. Pic: Products of Transcom Beverage
The basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix. These tools include: * Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor * Direct marketing – communication directly with target customers to generate a response and/or transaction * Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks. Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales * Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company. * Personal Selling – person-to-person communication between a seller and buyer. Transcom Beverage’s Promotional mix: Advertising
Transcom use both Television Commercials and print ads for their advertisement. They also use billboard and radio as a tool of advertising. Transcom beverage advertise its most two renowned brands in Bangladesh – Pepsi and Seven Up. Mountain dew is also used in advertisement, but no such ad is particularly made for Bangladeshi target people only. But Advertisement of Pepsi and Seven Up is prepared targeting Bangladeshi people and by Bangladeshi IMC agencies. Currently, Asiatic 360 is the agency doing the advertisement for Transcom Beverage. TVC 7-Up: The TVC shown below is for 7up.
The ad is promoting the newly launched go pack at that time of advertisement campaign. They also has TVC of 7 up with the tagline ”Give freshness of life to your mood”: Pepsi: Pepsi endorse two famous Bangladeshi Cricketer Mashrafe bin Mortoza and Sakib Al Hasan for TVC. One TVC campaign has the tagline “If there is thrist everything is available” and the other one focus on Sakib’s special shot super scoop. Print Ad: Transcom only publish print ad when there is some special event like Eid aor World Cup (Where they partner) or when there is some promotional offer is going on. Pic: 7-up print ad
Interactive/Internet marketing Transcom do participate in interactive promotional campaign. During world cup cricket 2011, they had a dedicated website to communicate with its customers who are cricket fan. There the fan could post their comment as well. The website was made with wallpapers and other stuffs of its endorsed celebrity Mashrafe, Sakib and Tamim Iqbal. The website domain is www. pepsichangethe gamebd. com. Pepsi is also using Facebook as a tool of interactive communication recently: Sales promotion Transcom has organized huge promotional campaign during World Cup Cricket 2011.
By consuming Pepsi consumers got the chance to visit final match of World Cup. Apart from that they won many attractive prizes through that proportional campaign. The campaign was held by providing a hidden number inside the cap of the bottle. The number then has to be text messaged to a certain number. Then the group of highest ssm sender got the chance to participate in a cricket game competition. Through that competition they got the chance to win nattractive prizes. Pic: Winner of Final match ticket Pic: Other prize winner of the world cup campaign
Pic: Collection Card for all consumer Transcom also arrange university based adventurous promotional campaign for its Mountain Dew Brand. Transcom’s team goes to different universities an involve students in that promotional campaigns where participants have to show some adventurous skills. Pic: News on Promotional campaign at DU Transcom Beverage provide free cutouts to its distributors to promote the retail sellers shop as well their brand. For example, here is a enhanced board of 7-up in a retail shop: Public Relation Transcom spent a lot for public relation.
Global Pepsi became the drinks partner of World Cup Cricket this year and thus Transcm also took part in public relation in this regard. Pepsi is also the official beverage partner of Bangladesh National Cricket team. Pic: Transcom and BCB signing Ceremony Transcom beverage also sponsor some local cricket events. Transcom provided the opportunity to its consumer to take photographs with WC trophy. Mountain Dew of Transcom was the proud sponsor of Muhit- the second person of Bangladesh to reach the peak of Mount Everest. Pic: Mountain Dew Sponsoring Muhit- the Everest winenr