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The Integrated Marketing Communication Imc Plan

Paper Type: Free Essay Subject: Marketing
Wordcount: 3647 words Published: 2nd May 2017

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Executive Summary

Nail Paint, as a cosmetic product, promises to meet the needs of consumers by providing Color rich, long lasting nail color that dries quickly and looks super shiny.

My product is Nail Paint and I am launching that under Garnier as Garnier is providing health and skin care products but it is not offering nail paints so I am planning to launch my product under the brand name of Garnier. For that I have made an IMC plan. I will use the element of the IMC such as advertisement, sales promotion, public relation, trade shows, online marketing, personal selling etc in our term paper. I have used the budget of Rs 5 crore for IMC as our objective plan is to increase sales of Nail Paint by 30% in the next 2-3 years

The marketing strategies include proposed strategies involving product, price, place, and promotion.

Included in the IMC plan are budget for Nail Paint to launch & implement their IMC plan for nail paint by Garnier.

The Integrated Marketing Communication (IMC) Plan

An understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day. Given an understanding of marketing and how important integration is in a marketing program, I put an IMC plan that will overwhelm the client. In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept. Consumers’ wants and needs (i.e., donors and publics) should always be the main focus of the program. To lose this focus means that the program, although creative or award-winning, will sell no product or service.

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Situation Analysis

The IMC situational analysis provides a history of the IMC functions and an assessment of the environment in which the IMC professionals must work. Several factors must be considered in the situational analysis. The company or organization for which the IMC plan is being created must be analyzed. The environment in which this organization operates must be understood and detailed. A market and consumer behavior analysis must be completed. Further, one must understand the competitive landscape. Finally, a product or service history and evaluation should be included.

The Industry

India, with a population of nearly a billion people, is a country of contrasts. India’s urban population is the main engine that fuels the demand for various cosmetic products. Although Indians are strongly attached and committed to their traditions, and culture, the advent of television and the awareness of the western world is changing the tastes and customs of India. The ‘morphing’ of India is subtle and the changes are not visible for the first time visitor. However, the market liberalization process that began in 1991, along with the crowning of three Indians as Miss World and Miss Universe during the preceding four years, have made Indian women conscious of their appearance. Consequently, the cosmetic consumption patterns of Indian women have changed, and this trend is fuelling growth in the cosmetic sector.

The Indian cosmetics market grew by 12.7% in current value terms in 2008, with value sales amounting to Rs126 billion. In 1999 the Indian cosmetics market grew 8% over 1998. Total value since 1995 was 54% in current terms, equating to 25% in constant terms.

Ten years ago, fewer than 10 per cent women use nail paints regularly, but today nearly 80 per cent women use nail paints on daily basis.We have a lot of demanding young consumers who have been exposed more and more towards new trends in fashion or different colors of nail paints.

Market trend is to buy new and new type of nail paints. So we have a lot of chance to grow.

The Company

The Garnier company thinks that good skin care should be a priority no matter the budget. Specific Garnier products are designed to meet every customer’s needs. Garnier has offered a vast array of beauty products. The purpose and main focus of Garnier is to give its customers trendy and good quality of nail paint i.e. with one coat and with double coat according to the demand of customer.

The Market

Now day’s consumers are very aware and Main sources of information include Word of Mouth, TV, Point of Sale and Magazines Process of Perception and their purchase decision is based on various factors like price of product, availability, creativity, fashion brand name, Satisfaction or dissatisfaction dependent on a variety of factors i.e. ¨ Shelf life of the product- how long the effect is retained.

The nail paint market is spread worldwide mainly targeting girls and women. The nail paint market in the past had few types of nail paints, while today’s market carries many various types of nail paints like one coat, two coat, nail shimmer etc.

The purchase decision regarding nail paints is based on the following decisions:

Price of product



Fashion Brand Name.

The Competition

The competitor are also playing an important role to grab the market share .We as the Marketer try to increase the market share by grabbing the opportunity from other company. To achieve this company have to follow the marketing strategies, which basically include the MARKETING MIX. There is a very hard competition in the cosmetic industry as many companies like Lakme, Revlon; Maybelline etc. are already dominating each other in the market. So if we want to survive in a competition like this, we have to be very careful about the IMC planning for the nail paint so that our company can give them all a hard competition.

Major competitors in Garnier nail paint








NAIL ENAMEL (15 ML) 85,95/-



SWOT Analysis

Taking into account Garnier situation, the following strengths (S), weaknesses (W), opportunities (O) and threats (T) have emerged.


Fashion-conscious Product Appeal –

We will try to leads the way in industrial design and makes ‘cool’ and fashion-conscious products. We will try to make fashion conscious products according to the latest trends.

The demand of my product is very high because now women are very conscious about their looks and personality.

The nail paint will be produced by using the natural products that will not cause any harm to nails or skin.


Low levels of technology and produce mostly low value-added goods of low quality

Discouraged investments in new manufacturing technologies, and limited large-scale manufacturing and the attendant benefits of economies of scale.


The increased demand by the consumers has helped create a new product that positions the company as a key enabler. This needs to be capitalized on.


Threat from new competitors is very high:

-Emergence of new companies

-There is no major barrier to entry

-There is future growth potential


If we look over the various environmental factors affecting plan are-

Economic factors

As it is well an economic crisis has hit the whole world so it would surely affect our plan also, as it will affect our pocket to spent more on promotion which could affect the success of Garnier Nail paint.

Political Factors

Political factors also play a very important role in the sale of any product because if any chemical or any other harmful material has been founded in nail paint then they can stop the sale of nail paint.

Cultural Factors

Culture also influence the sale of a product because according to some cultures using cosmetic products is not considered as good and in the rural areas using cosmetics before marriage is not allowed. So it can affect the plan

Marketing Strategy

Mission of Garnier nail paint is to capture a dominant position in cosmetic market so it will launch its one of the best range in nail paints to attain its goal.

The purpose and main focus of the Garnier nail paint is to give its customers a best quality product.


The nail paint market con be broadly divided into two segments:

Organized sector dominating 36%of the market.

Unorganized sector catering to 64% of the market

Target Market:

Our target market is whole of the India so our integrated marketing communications plan must have focused on the whole of the India

The segment that is targeted is as follows:


Youth segment (15 – 24yrs): for trendy and fashionable nail paints.

Core target (24+): for long lasting effect


Lower income class

Middle income group

High income group


Nail paint that is made from natural products and that will not cause any harm to your nail and skin and it will add to your beauty in a different way and give your hands and foot best look as compared to others. It can help us to better positioning in the mind of our potential customers.


The Product


The product in which this marketing plan focuses is the nail paint. Company put together a research team whose purpose was to study the customer’s demands, and their buying behavior regarding nail paints how the company would market the product, and how the company would gain a competitive advantage over others.

By studying consumer’s demands and buying behaviors, researchers were able to construct new nail paint and launched a Garnier nail paint.


The main design of the product concentrated on the interest of the customers. The nail paint included two different categories of nail paint, each having its own responsibility. The company was focusing on research and development. It had so far spent Rs. 10 crores on the R & D centre.

Goods classification

The Garnier nail paint can be classified as either single coat Apply single coat and let dry or double coat Apply one coat, let dry. Apply another coat product or can be classified on the basis of trendy or daily need nail paints.


Under positioning strategy Garnier nail paint would price at Rs. 40-70 for lower class income group

Under positioning strategy Garnier nail paint would price at Rs. 100-150 for middle class income group.

Under positioning strategy Garnier nail paint would price at Rs. 500-700 for higher class income group.


Recognizing the power of quality to position itself as a market leader in the new millennium.


The company’s promotion plan is to go through huge add campaigns. Garnier nail paint planned to promote the printer, with the help of by the help of any Bollywood actress or it can be by a new face also.

Point of Difference

The “Point of Difference” – – characteristics that make our nail paint distinct from competitors’ products – can be summarized as follows:

The features of our product are stylish and cool looks, no harm to nails and skin, a wide color range.

Our nail paint is made of natural products without harmful material or chemical and it has long lasting affect.

It is classified in single coat and double coat as par the demand of customers.

Communication Strategies

Promotion pricing

It has been proven that increasing promotion has lead to an increase in consumer demand. Both Garnier nail paint and their competitors spent a lot of money on the promotion of their new products. Lakme spent 400 crore in media’s support to introduce its new cosmetic range; Revlon spent 150 crore to launch its new range.

Advertising Budget

Because competition was increasing, these companies saw it necessary to increase their spending on promotion. Companies began to offer purchase deals, such as cash discounts, special percent off coupons, contests, sweepstakes and many other.

Advertising OBJECTIVES

Main objective of nail paint advertisement is to inform the customers that Garnier is going to launch new nail paint with natural products and to aware the customers

To persuade the customers.

Another object is to create the interest of customers because it is at this stage that the customer begins to build desire for the product.

And then we will see that how much customers are influenced by the advertisement is the advertisement creates their interest in the product or not.


Advertising for the nail paint will have a message designed to appeal to the target consumer, girls and women.

The Message and Information

The basic message for the nail paint advertisement is that it will add to your looks and beauty. The message will be simple and straight-forward. Also, it is important to keep the message short and simple so that the potential consumers, who may have limited time to read advertisements, can get the basic point about the nail paint and its main benefit and learn the place at which the Garnier nail paint can be bought.

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An advertisement designed to help launch the Nail paint. The advertisement shows the images of the Garnier nail paint .The ad can be placed in newspapers, magazines, billboards, internet, etc. wherever still photographs and print ads are appropriate. As indicated above, print media or print-like media will not be the only media used to advertise the nail paint ad. Internet media allowing for videos and audio will be used. TV will also be a medium for advertising. In television or video ads, the attractive images of the nail paint are shown in the advertisement with high quality picture.



Media Plan

A key objective of this program will be to increase the overall market share of our products. To accomplish this, the company’s nail paint will be used as a gateway product to introduce consumers to the larger brand family.

Budget Considerations – Based on my research, our currently spends approximately Rs.5 crore advertising its products. Budget figures for the nail paint are enormously important to the company and represent the fastest growing area of revenue. As such, I will use Rs. 5 crore as the basis for the nail paint advertisement budget. Taking this into account, the breakdown of this figure will be:

Television – 40% i.e. 2,00,00,000

Print – 35% i.e. 1,75,00,000

Radio – 10% i.e. 50,00,000

Internet Advertising – 15% i.e. 75,00,000

Media Types and Selections –

The following media types and outlets will be used and were selected based on the target demographic – creative 18-45 living within the country

Television – 15 second and 30 second spots within the following:

– National networks (DD1)

– Select Cable Channels and Networks:

– MTV and VTV




– Discovery Channel

Print –

Three varieties of print media will be utilized. These include outlets with national coverage and strong vertical profiles:

– Magazine Ad Placements – Full-page bleed advertisements will be placed in the following magazines:

– Fashion Magazine

-Famina Magazine

– Grah Shobha Magazine

Standard indoor / outdoor billboards

Non-traditional signage in bus shelters/railway stations

Non-traditional signage placed in and around green spaces like park benches, golf courses, etc.

Radio –

Radio is the cheapest way of advertisement. Advertisement will be made on different radio stations i.e.

94.30 MHz

87.50 MHz

Internet Advertising –

The World Wide Web will be used to compliment placements and efforts in other mediums.

– Banner Advertising on consumer entertainment sites

– Banner adverting on high-trafficked portals

– Banner Advertising on consumer music enthusiast sites

– Complimentary banner ads on magazine and television channel /

network sites

– In-store Promotions –

These will be carried out not only within big retail stores, but also through the company’s growing consumer electronics distribution network.

– Point-of-Sale displays

– Floor displays, shippers, in-store banners.

– Public Relations – This is an important part of the plan that will reinforce credibility to the campaign. Garnier would like to be a closely watched company relative to product announcement and news related items. The company will seek coverage and mentions within all identified creative markets.

– Coverage in local newspapers

– Coverage in trade press/journals/magazines

– Coverage in national network media outlets

Creative Tactics

The following is a brief description of the creative tactics used in the plan.

Print Media Tactics

Generally, print advertising will stress life style and new fashion in nail paint. These types of placements will be short on copy and long on imagery. The nail paint will be shown in a number of use situations and in a variety of contexts i.e. matching with different dresses, and as par the occasions. The goal will be to help the target market identify with the new range, the nail paints physical features and how using this nail paint will add to your looks and beauty.

– Full Page Advertisements – High resolution, full-scale images of the nail paint, along with simple and short copy.

Television Tactics

The television tactics will show nail paints features and how it will fit in scenarios similar to the print-based components, but will place greater emphasis on connecting, creative lifestyle. Different socioeconomic environments will also be used.

– Multiple use situations, contexts, environments.

– Imagery of showing users and how it will make your hand and foot more beautiful.

Internet Tactics

Focus will be placed on fostering action and usage of the nail paint on the part of the user.

– Pricing discounts on exclusive digital box set.

– Promotions on nail paint Brands

Evaluation Techniques/Assessment

The key goals of this plan are measurable, especially in terms of sales targets. These include:

– Unit Sales of nail paints generated by the campaign.

– Nail pint sales for the campaign period.

– Web traffic, visits, and analytics of company’s web site

Quantifiable Measures

Many of the goals of the plan are measurable, including most sales, revenue and usage goals. Progress within these areas will be monitored on a monthly basis and adjustments made to program execution as needed. Of particular interest, however, is evaluating the efforts to promote further purchases of current nail paint users. Promotional efforts tied to this group will segregate in an effort to determine this group’s response. Communicating with this group is critical to the long-term success of the nail paint.

Concept and Copy Testing

Since many of the portions of the media campaign will attempt to influence action on part of the target, both concept and copy testing will be done prior to implementation. These activities should help gauge if the messaging is applicable to the target, as well as if it is contemporary enough to be relevant. Because much of the campaign relies on drivers of popular culture, relevance or ‘coolness factor’ needs to be determined. Timeliness in this area is important.

Online Customer Survey

To gauge the ongoing interest in nail paint, users of the nail paint as par different occasions will be encouraged to complete a series of short surveys on product usage and other factors. These surveys will be designed to be very brief and will be integrated into the e-commerce system. Consumers will be offered discounts for participation. While this method isn’t evaluative of the plan itself, it will provide the company with relevant data to evaluate their efforts.







kruti shah, Alan D’souza, Advertising and Promotion an IMC Perspective


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