INTEGRATED MARKETING COMMUNICATION(PROMOTIONS)

IMC/PROMOTIONS

AMA defines IMC as "a planning process designed to assure that all brand contacts received by a customer or prospect of a product,service or organization are relevant to that person or consistent overtime.
Promotions- The need to advertise the product in order to create awareness for the product.

Integrated Marketing Communications- Using all forms of media to promote the Product. co-ordinating various promotional elements and other marketing activities that communicates with the firms customers

Above The Line (ATL)
Above The Line promotions are impersonal communications  ,where mass media is used to promote the product and reach to the target customers using conventional mediums such as TV, radio, OOH, print and cinema to communicate to the masses.  

Below The Line (BTL):

  BTL uses unconventional methods to target individual and specific group and thus is a personal communication method. It is aimed at driving an immediate or a little delayed incentive to purchase. 

Sales promotions, direct mails, point of purchase, roadshows,telemarketing, in-store promotions and activations for the various activities in BTL.

There were three principle areas of VPJ marketing: advertising, consumer promotion, and trade promotion.  Advertising had historically shown the versatility of VPJ as a skin care product for adults and children through consumer ads concentrating on a theme of "In all seasons, for all reasons, do it with Vaseline Petroleum Jelly".  Consumer promotion was hardly a high priority for VPJ, which focused more exclusively on trade promotion to promote brand equity.  VPJ philosophy had traditionally been to stimulate push demand through trade discounts and promotion.  The breakdown of the VPJ marketing budget is as follows:

Category	Budget Amount	Percent of Budget
Advertising	$2,410	45.25%
Trade Promotion	2468	46.34%
Consumer Promotion	448	8.41%
Total	$5,326	100.0%

VPJ was sold by a 130 person sales force who focused primarily on “headquarter accounts” rather than individual outlets.  Many believed that the sales forces' perception of VPJ was that of a mature product that required price promotion to stimulate trade interest.

Majorly Vaseline has been advertising petroleum jelly online and hence there is no brand recall when consumers were interviewed. Although the other extension have been using various tools of promotions VPJ does not involve in heavy promotional activities. they use trade promotions for retailers.