Marketing

1. Integrated
Marketing
Communication

2. An Approach to achieving the objectives of a
marketing campaign, through a well
coordinated use of different promotional
methods that are intended to reinforce each
other.

3. Why Integrated Marketing Communications?
Traditional Advertising
Mass Media
Low accountability in
market spending
Limited Internet Access
Limited marketing
connectivity
Before Now
Digital/Interactive Media
Specialized Media
High accountability in
market spending
Widespread Internet
Availability
Pervasive marketing
connectivity

4. IMC categories:
1. Inside-out approach
2. Outside-in approach
3. Cross-functional strategic
approach

5. Inside-out approach:
• Believe in inner strength &
capabilities
• stay close to what you do best
• Golden Circle
• Presence of customer instinct
• Insight

6. Outside-in approach:
• What you make & what people
need
• Trust & relationship
• Conducting research
• Focus on the external world

7. Cross-functional approach:
• Restructure for customer centric
environment
• Departmental interconnection
• Flexibility in decision making
• Greater depth of information

8. Any
Question?
Thank
you