INTEGRATED MARKETING COMMUNICATION

INTEGRATED MARKETING COMMUNICATION

IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and the communication is presented in such a way that the brand's core message is reinforced.

All aspects of marketing communications advertising, PR, digital, sales promotions work as a unified force towards a goal of stronger brand and better sales.

Above The Line (ATL): Mass Media communication. Like Advertising, Radio, OOH, Print and cinema. This is targeted to a larger spread of audience

Below The Line (BTL): This is more one to one. BTL marketing with direct consumer outreach programmes make the most sense when there is a small target group or you cater and promote to special classes. Example Events and Experience, PR promotions, Direct Marketing, Personal Selling and Sales Promotion.

Surf Excel carries out ATL promotions through heavy advertisements on Television and regular advertisements through print media.

Since it is an FMCG product there are regular promotion schemes as they give out offers and discount scheme at different stores across India.