Integrated Marketing Communication|
Brand: Color Crew by Classmate|
Swati Joshi 2012A40|
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 should 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
* 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.
Color Crew as a brand requires high...