Integrated Marketing Communications of Transcom Beverage Bangladesh Essay Example

Integrated Marketing Communications of Transcom Beverage Bangladesh Essay Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as well call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions have their own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts providing they speak consistently with one voice all the time, every time. This is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. About Transcom Originated with tea plantations in 1885, TRANSCOM today is one of the leading and fastest growing diversified business houses in the country employing over 10000 people. Not many industrial groups in Bangladesh can claim a history of continuous business pursuits stretching back over 125 years! Initially tea and later jute formed the backbone of the family business. Although these are still part of   the activities and contributing marginally to the overall group turnover. Presently those early industrial ventures have moved over to businesses involving high-tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies. We will write a custom essay sample on Integrated Marketing Communications of Transcom Beverage Bangladesh specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Integrated Marketing Communications of Transcom Beverage Bangladesh specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Integrated Marketing Communications of Transcom Beverage Bangladesh specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In recent years, TRANSCOM has emerged as the largest media house in Bangladesh. Transcom Beverages Ltd Transcom Beverage Ltd (TBL) is the exclusive PepsiCo Franchisee for Bangladesh. TBL owns and operates modern plants in Dhaka and Chittagong for bottling the renowned soft drink brands such as, Pepsi, 7UP, Mirinda, Slice, Mountain Dew, Pepsi Diet and 7UP Light. The company is emerging with the motto to deliver sustained growth in Bangladesh and move towards dominant Beverage Company, delighting ; nourishing every Bangladeshi, by best eeting their everyday beverages needs ; stakeholders by delivering performance with purpose, through talented people. 2009 has been an amazing year for TBL, winning several spectacular awards as PepsiCos exclusive bottling partner in Bangladesh. For its extraordinary and outstanding venture through excellence TBL has been rewarded with several prestigious national and international recognitions. Pic: Products of Transcom Beverage The basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix. These tools include: * Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor * Direct marketing – communication directly with target customers to generate a response and/or transaction * Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks. Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales * Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company. * Per sonal Selling – person-to-person communication between a seller and buyer. Transcom Beverage’s Promotional mix: Advertising Transcom use both Television Commercials and print ads for their advertisement. They also use billboard and radio as a tool of advertising. Transcom beverage advertise its most two renowned brands in Bangladesh – Pepsi and Seven Up. Mountain dew is also used in advertisement, but no such ad is particularly made for Bangladeshi target people only. But Advertisement of Pepsi and Seven Up is prepared targeting Bangladeshi people and by Bangladeshi IMC agencies. Currently, Asiatic 360 is the agency doing the advertisement for Transcom Beverage. TVC 7-Up: The TVC shown below is for 7up. The ad is promoting the newly launched go pack at that time of advertisement campaign. They also has TVC of 7 up with the tagline †Give freshness of life to your mood†: Pepsi: Pepsi endorse two famous Bangladeshi Cricketer Mashrafe bin Mortoza and Sakib Al Hasan for TVC. One TVC campaign has the tagline â€Å"If there is thrist everything is available† and the other one focus on Sakib’s special shot super scoop. Print Ad: Transcom only publish print ad when there is some special event like Eid aor World Cup (Where they partner) or when there is some promotional offer is going on. Pic: 7-up print ad Interactive/Internet marketing Transcom do participate in interactive promotional campaign. During world cup cricket 2011, they had a dedicated website to communicate with its customers who are cricket fan. There the fan could post their comment as well. The website was made with wallpapers and other stuffs of its endorsed celebrity Mashrafe, Sakib and Tamim Iqbal. The website domain is www. pepsichangethe gamebd. com. Pepsi is also using Facebook as a tool of interactive communication recently: Sales promotion Transcom has organized huge promotional campaign during World Cup Cricket 2011. By consuming Pepsi consumers got the chance to visit final match of World Cup. Apart from that they won many attractive prizes through that proportional campaign. The campaign was held by providing a hidden number inside the cap of the bottle. The number then has to be text messaged to a certain number. Then the group of highest ssm sender got the chance to participate in a cricket game competition. Through that competition they got the chance to win nattractive prizes. Pic: Winner of Final match ticket Pic: Other prize winner of the world cup campaign Pic: Collection Card for all consumer Transcom also arrange university based adventurous promotional campaign for its Mountain Dew Brand. Transcom’s team goes to different universities an involve students in that promotional campaigns where participants have to show some adventurous skills. Pic: News on Promotional campaign at DU Transcom Beverage provide free cutouts to its distributors to promote the retail sellers shop as well their brand. For example, here is a enhanced board of 7-up in a retail shop: Public Relation Transcom spent a lot for public relation. Global Pepsi became the drinks partner of World Cup Cricket this year and thus Transcm also took part in public relation in this regard. Pepsi is also the official beverage partner of Bangladesh National Cricket team. Pic: Transcom and BCB signing Ceremony Transcom beverage also sponsor some local cricket events. Transcom provided the opportunity to its consumer to take photographs with WC trophy. Mountain Dew of Transcom was the proud sponsor of Muhit- the second person of Bangladesh to reach the peak of Mount Everest. Pic: Mountain Dew Sponsoring Muhit- the Everest winenr

Greek Fire Essays - Incendiary Weapons, Medieval Artillery, Europe

Greek Fire ?GREEK FIRE? The original Greek fire was an invention used as a weapon of the Eastern Roman Emperors. It is also said to have been invented by a Syrian engineer, one Callinicus, a refugee from Maalbek, in the seventh century. The Byzantines of Constantinople originally used it. But they never used the term Greek fire because they claimed to be Romans, and never called themselves Greeks. It was like an insult to them because in their times to be Greek was to have a bad reputation. The Greek fire was first time used in the war of seven years. In which the Arabs established a naval base on the peninsula of Kyzikos. This was on the second attack of a battle started by Theophanes. On the third attack of the same battle, Greek fire was used again against the Arabs. The ?liquid fire? was hurled on the ships of their enemies from siphons and burst into flames on contact. As it was reputed to be inextinguishable and burned even on water, it caused panic and dread. Its introduction into warfare of its time was comparable in its demoralizing to the introduction of nuclear weapons in our time. Both Arab and Greek sources agree that it surpassed all incendiary weapons in destruction. It is also possible that Greek fire was really invented by the chemist in Constantinople who had acquired the discoveries of the Alexandrian chemical school. An Emperor, Constantine Porphyrogenitus, said that the recipe for Greek fire had been revealed by an angel to Constantine the Great, and that the earliest chemists called their science ?the divine art.? Constantine Porphyrogenitus (tenth century) in his instruction to his son had commanded him emphatically to keep the composition secret: ?The secret had in the past been given by an angel to Constantine the Great, those imparting it were anathema, and one about to communicate it had been struck by lightning. Anna Komnena (b.1083), the gifted but vain daughter of the Emperor Alexios I Komnenos, gives the composition of an incendiary material: ?This fire made by the following arts. From the pines and the certain such evergreen trees inflammable resin is collected. This is rubbed with sulfur and put into tubes of reed, and is blowing by men using it with violent and continuos breath. Then in this manner it meets the fire on the tip and catches light and falls like a fiery whirlwind on the faces of the enemies.? She also says it was used in the siege of Durazzo in 1108, when the Normans under Bohemond had mined under the walls, and the Byzantines had countermined until they reached the sap, when the appearance produced by these pyrotechnics would be terrifying but not very dangerous. The Normans, she said, had their beards signed but were not much injured. Kedrenos reported that in his time (eleventh century) the secret of the fire was possessed by Lampros, a descendant of Kallinikos. The state chemist who had the recipe, a secret not to put into writing, no doubt took an oath not to divulge it. And the Emperor, who lent troops and engines to his allies, reserved for himself the secret of Greek fire, and sent it already made as a sort of ancient hydrogen bomb to his worthy but not wholly reliable dependants. It was thought that the secret of Greek fire had been lost; a Dupre, born in Dauphine, claimed to have rediscovered it, and sold the recipe to Louis XV in 1756. The secret was in reality never lost, and Greek fire only slowly made way to artillery and gunpowder; in the earlier stages both Greek fire and cannon were sometimes used together. Greek fire, like hydrogen bomb, was not prerogative of angels or emperors; a chemist, and further east, in Saracen lands had discovered it. There were other chemists no less inventive. The secret behind the Greek fire was handed down from one emperor to the next for the centuries. Rumors about its composition include such chemicals as liquid petroleum, naphtha, burning pitch, sulfur, resin quicklimeand bitumen, along with some other secret ingredient. The exact composition, however, remains unknown. Bibliography the history of Greek fire and Gunpowder