This document analyzes and compares the integrated marketing communication (IMC) campaigns of three kitchen chimney brands: Kutchina, Glen, and Faber. It examines their paid, owned, and earned media strategies, including advertisements, websites, and social media presence. A consumer survey was also conducted to analyze brand recognition, knowledge, positioning, and relevance. The document finds that Glen has the best brand recognition while Faber's advertising campaign is most effective. It provides recommendations for each brand, such as increasing the marketing budget and emphasizing quality and style.
3. Executive Summary
01. 02. 03.
Examined
secondary data
for examining
the IMC
campaigns
Did a survey
aimed at testing
the consumer’s
existing brand
perception and
knowledge
Performed several
analyses in order
to determine
whether the used
were appropriate
and effective
4. Summary of the IMC campaigns
Paid Earned
www
Owned
Not the main
focus
Difficult to
convince
No product
awareness
Not keen on
getting
customers
through
websites
Web sites with
bare minimum
information
More for
Brand
awareness and
presence
Review and
third party
sites
Social Media
5. Paid
Audience Preferences
Message
Goals
Printed media
TV Ads
People watching soap channels, people reading interior magazines
Cutting edge
technology and style
Personal hygiene Great Value for
money
Product awareness Product & brand
awareness
Brand awareness
2 press releases Reviewed in magazines
Kitchen Desire & Society
Interior
Not applicable
1 10
6. Owned
GLEN AD
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Targeted at young Indian couples who live alone and want
a good life.
It is elitist with the focus on eliminating mild irritants like
lingering food smell.
The household and couple have a distinct modern outlook
clearly defining their target group.
7. Owned
GLEN WEBSITE
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The site is easily navigable with features like Dealer, Service
and Warranty information being highlighted. Glen’s website
also doubles up as an e-commerce website as the customer
can order products online.
8. Owned
FABER AD
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The ad Faber India Kitchen Essentials, describes a typical
metropolitan family in India.
Advertisements by dealers
DIY videos
9. Owned
FABER WEBSITE
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www wwwwww www
ww wwwwww
Faber’s website is the best among the three brands in terms
of design and aesthetics. It is very easy to navigate even for
beginners.
10. Owned
KUTCHINA AD
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www wwwwww www
ww wwwwww
Their ad is primarily trying to be informative about
technology. Focus is on the auto-clean aspect of the chimney
11. Owned
KUTCHINA WEBSITE
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www wwwwww www
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Kutchina has a very dull looking website, which is not very
interactive. The price of the products is not given on the
website, which is not a very good sign.
12. Earned
Presence
Experience
Content of posts
Strategy
Inquiry response rate
Motive promoted
Weak presence Powerful presencePowerful presence
New to Facebook (2015) Using Facebook
from 2011
Using Facebook
from 2013
Creation of brand image
and awareness
Consumer education Follower retention
Contests; Brand
advertisement; Holiday
congratulations
Product advertisement
and usage suggestions;
Holiday congratulations
Contests; Helpful
kitchen tips; Holiday
congratulations
Very efficient Not practiced Not practiced
“kitchen appliances for
everyone”
“healthy and tasty food” ”family cooking”
No. of likes 399 12351786456
FacebookSummary
13. Earned
Followers
Likes
Presence
Content of posts
Strategy
Motive promoted
938 67216
7 62 137
Product advertisement;
Brand related news
Product advertisement
and usage suggestions;
Holiday congratulations
Contests; Helpful
kitchen tips; Holiday
congratulations
Modest presence; Low
Like/Follower ratio
Week presence; high
Like/Follower ratio
Modest presence; high
Like/Follower ration
Not clear; Not consistent
with Facebook activities
Consumer education Follower retention
Not clear “Healthy and tasty food” ”Family cooking”
Tweets 145 134596
TwitterSummary
14. Analysis of the Survey
Mode Where
How
many
Hardcopies
Online version
Total 27
responses...people
were very
reluctant to fill
the survey
Vishal Mega
Mart
South city Mall
Floated the
survey online
to our personal
contacts