IMC and Promotions

Integrated Marketing Communications (IMC) is defined by The American Marketing Association  as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

Increased awareness about product, visibility and reach is brought about by promotion. With new concept of integrated Marketing communication coming into picture, it is important not only to promote through different channels but also make sure that all the communication across mediums is synchronized with one central theme. An effective communication identifies the target audience, and has clear objective as to what needs to be conveyed to target audience, designs proper and relevant message, selects appropriate medium of communication, plans a media mix optimally using the available budget, measure and test the results and finally monitor and manage everything to ensure smooth synced run.

Promotional Strategies employed for Parachute

1. Parachute Advanced Tender Coconut Hair Oil:

• Public Relations and Publicity
• Event and Experiences Promotion
• Interactive Promotion

Embarking on a journey that celebrates the moments of Tender Love and Care (TLC) , both Parachute Advanced Tender Coconut Hair Oil and Yeh Jawaani Hai Deewani came together on same stage felicitating  online contest winner as ‘TLC Queens‘ who shared their best moments of ‘Tender love & care Moments‘

2. Parachute Advansed Ayurvedic Hair Oil:

• Advertising and Interactive Promotion
• Word-of-mouth Promotion

PRINT BECOMES THE NEW FACEBOOK : Madison came up with a concept of combining print and social media. Since internet penetration was low, they tied with magazines, attached small oil bottles and a pre-addressed envelope send with every copy with message – ‘try this and if you like it recommend to friend by posting back envelope to us’ . Friends later received hard written letter, oil bottle and two envelopes.

3. Parachute Advanced Therapie Hair Vitaliser:

• Advertising (TV)

The campaign where  Deepika Padukone was the brand ambassador advised girls to massage the hair with Parachute Advanced for one hour and then use the shampoos in order to look Gorgeous Hamesha.

4.  Parachute Advanced Hair Oil:

• Advertising (TV)              
• Interactive Promotion

WORLD’D BEST HAIR : The campaign hinges on a ‘Pass the Sash’ concept where users can share the ‘World’s Best Hair’ sash with other Parachute Advanced users they know. This was brought to life through a Facebook Application. Users could select a friend, add the sash to their profile picture and pass on the Badge. They could also choose to create a video compliment by selecting a few pictures and copy from a given list of options, which then renders into a video. The application also had a Sash Map that tagged places in India where the Sash had traveled, on Facebook.

Parachute has employed many more promotional strategies for its other variants and continues to do so.