From Marketing mix to IMC plan - In and out of the Brand Kaya

We all know that marketing mix is the "karta dharta" of any brand and  forms its entire identity. In this post, we will try to review the marketing mix of products of kaya skin clinic and take it a step forward by reviewing the different elements of IMC in detail.

Here is short presentation for the same:

Kaya's targeting strategy also has evolved over the time from the function aspects to more emotional aspects of consumers.

Look at the two distinctly different Kaya TVC's and you will know what we are talking about!

Earlier - Concentrating on functional benefits

Now - Concentrating on emotional benefits

How VALS drives IMC?

Let us look at a short video to understand what is VALS framework and how it is important for marketers while designing the IMC plan for a product.

Let us look at the Samsung Galaxy TVC below and it will be clear how that represents advertisers targeting the achievers!

If you see, here the emphasis throughout has been on the world around you, how you can achieve different things in life. If the costume and composure of the actor represents career aspirations, the girl in the end represents personal aspirations. And ultimately the entire act is put together to make the customer believe that he can achieve anything and everything if he "OWNS" a Samsung Galaxy.