Integrated Marketing Communication Presented by: Nitya Jain Pankaj Piyush Piyush Soi Poonam Chakraborty Poonam Mishra
What is IMC?Integrated marketing communication (IMC) is an approachto brand communications where the different modes worktogether to create a seamless experience for the customerand are presented with a similar tone and style thatreinforces the brand’s core message. Its goal is to make allaspects of marketing communication such as advertising,sales promotion, public relations direct marketing, onlinecommunications and social media work together as aunified force, rather than permitting each to work inisolation, which maximizes their cost effectiveness.
NEED For IMC Modern Marketing calls for more than developing a good product, Pricing it attractively, and making it accessible. Companies must also communicate with present and [potential stakeholders and the general public. For most, therefore, the question is not whether to communicate but rather what to say, how and when to say it, to whom and how often. Communication gets harder and harder as more and more companies clamor to grab an increasingly empowered consumer’s divided attention.
Need contd…. Consumer’s themselves are taking a more active role in the communication process and deciding what communication they want to receive and how they want to communicate to others about the products and services they use. Marketing communication mix is the heart of the marketing strategy if the organization wants to create valuable customers. Improves the company’s ability to reach to the right consumer at right place and on right time.
It consists of eight major modes of communication: Advertising Personal Sales selling promotion Communication Events and mix experiences Word of mouth marketing Public relations Interactive and publicity marketing Direct Marketing
•The communication process modelsThere are two communication models:Macro modelMicro modelA)Macro model
B) Micro model:Stages AIDA Hierarchy-of-effect Innovation Communication model model -Adoption model modelCognitive Attention Awareness Awareness ExposureStage Reception Knowledge Cognitive responseAffective Interest Liking Intereststage Attitude Desire Prefrences Evaluation Intention ConvictionBehaviour TrialStage Action Purchase Behavior Adoption
II) Determine communication objectives Category Brand needs Awareness Four possible objectives Brand Brand Purchase Attitude Intention
III) Design communication What to say (Message Strategy) Solve these problems Who should How to say it say it (Creative (message strategy) source)
A)Message Strategy: Appeals and Ideas are searched that will help in brand positioning and create a point of difference.B) Creative Strategy: These are the ways marketers translate their message into specific and correct information.C) Messsage Source: Messages delivered through attractive and popular sources can achieve higher attention and recall, which is why advertisers often use celebrities for advertising the products.
IV) Select the communication channelThe communication channel can be of two types: Personal channel Non Personal channel
V) Establish total marketing budget: Affordable price Competitive Percentage of Methods parity sales Objective and task
VI) Deciding Communication Mix:Each communication tool has its own characteristics and costs. So theymust be chosen accordingly.Factors in setting marketing communication mix are: Type of product market Product life Buyer-readiness cycle stage
VII) Measure results: 20% not aware 40% did not try 100% market 80% Aware 80% 60% disappointe tried d 20% satisfied Total Awareness Brand trial Satisfaction
VIII) Managing integrated marketing communicationprocess: It is a concept that evaluates strategic roles of variety of communication disciplines like promotion,advertising anddirect response etc… and combines these disciplines to provideclarity, consistency and maximum impact through the messages.Media should be properly integrated and then IMC should be implemented.
ADVERTISINGAdvertising is any paid form of non personal presentation and promotion ofideas, goods, or services by an identified sponsor.Objectives of advertising: - MESSEGEMISSION MONEY MEASUREMENT MEDIA
Medium of advertisement:- Television Ads Print Ads Radio Ads Magazines internet brochures telephone
Alternative advertising options :- Place Advertising Bill boards Public Spaces Product Placement Point-Of-Purchase
Evaluating advertisingeffectiveness: - 1. What is the main message you get from this ad? 2. What do you think they want you to know, believe, or do? 3. How likely is it that this ad will influence you to undertake the action? 4. How does the ad make you feel? 5. What works well in the ad and what works poorly?
Sales Promotion Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales promotionConsumer Sales force Trade promotionpromotion promotion
Major decisions for salespromotion: - Establishing objectives.Selecting consumer promotion tools.Selecting trade promotion tools.Developing the program.Presenting, implementing, controlling and evaluating the program.
Advertising versuspromotion: - Advertising Promotions1. Define as 1. Customers’ attention 1. Concern of welfare of society2. Nature of the appeal 2. Emotional 2. Unemotional3. Objective 3. To create an enduring 3. To give a better a brand image. comparison in the mind of consumers.4. Directness 4. Indirect and subtle 4. Much more direct. method.5. Example 5. Advertising for a cell 5.A cell phone sales phone service might promotion might emphasize the coverage emphasize a free phone area and the many styles for signing a two-year of phones available. contract if sign-up is within the next month.
Events and Experiences: - Objectives and Advantages: - To identify a particular target market or lifestyle. To increase awareness of company or product name. To enhance corporate image dimensions. To create experiences and evoke feelings. To express commitment to the community or on social issues.
Public relations: - A Public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. Public Relations(PR) involves a variety of programs designed to promote or protect a company’s image or its individual products. many companies are turning to Marketing Public Relations to support corporate or product promotion and image making. Tasks performs by MPR:- Assisting in the launch of new products. Assisting in repositioning a mature product. Building interest in a product category. Influencing specific target groups. Building a favorable corporate image.
Major TOOLS in marketingPR: - Publications Events Sponsorships News Speeches Public – Service Activities
Decisions In marketing pr:- Establishing objectives. Choosing messages and vehicles. Implementing the plan and evaluating results.
Direct MarketingDirect marketing is the use of consumer-directchannels to reach and deliver goods and services tocustomers without using market middlemen.
Benefits of Direct Marketing Helps to generate awareness of your business among your target clients. Helps to develop an effective and responsive feedback system. Helps to build a qualified and potential database for your business. It is easy to measure results because you know exactly how many people youve contacted in the first place.
Channels Of Direct Marketing Direct mail Catalogs Telemarketing Other direct response
Direct Mail Direct mail means to communications sent to potential customers via the postal service and other delivery services. Direct mail is sent to customers based on criteria such as age, income, location, profession, buying pattern, etc.
Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success
Catalog MarketingIn catalog marketing companies send catalogs ofvarious kinds which are:- Merchandise Catalog Speciality Customer Catalog Business Catalog.These catalogs are usually in printed form but alsosometimes CD’s and videos can be send.
TelemarketingTelemarketing is use of telephone and call centres toattract the customers.Types of telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support
Other Direct ResponsesVarious other direct media responses which marketersuse are. Newspapers Magazines Television Radio
Interactive MarketingInteractive Marketing refers to the evolving trendin marketing whereby marketing has moved from atransaction-based effort to a conversation.It means selling directly to customers throughelectronic media.
• sales force objective• sales force strategy• sales force structure• sales force size• sales force compensation
Sales Force Objective and Strategy Companies must design the specific objective they expect their sales force to achieve. - the old idea : “sell, sell and sell” - later the idea: should know how to diagnose a customer’s problem and propose a solution. - sales people don’t try sell a specific product initially. They show a customer- prospect how their company can help the customer improve its profitability. They seek to join their company with the customer’s company as “partners for profit.”
Sales Force Objective and StrategySales people have one or more of the following specific task to perform:- Prospecting : searching for prospects, or leads. Targeting : deciding how to allocate their time among prospect and customer. Communicating : communicating information about the company’s product and services. Selling : Approaching, presenting, answering objections, and closing sales. Servicing : providing various services to the customer consulting on problems, rendering technical assistance, arranging financing, expediting delivery. Information gathering : conducting marketing research and doing intelligence work. Allocation : deciding which customer will get scarce product during product shortages.
Sales Force Objective and Strategy Today’s sales representative act as “account manager.” - arrange fruitful contact between various people in the buying and selling organizations. To maintain a market focus, salespeople should know how: - analyze sales data - measure market potential - gather market intelligence - develop market strategies and plans Sales forces will be more effective in the long run if they understand marketing as well as selling.
Sales Force Structure The sales force strategy has implication for the sales force structure. If the company sells one product line to one end using industry with customers in many location – territorial sales force structure. If the company sell many products to many types of customer – product or market sales force structure.Territorial :Each sales representative is assigned an exclusive territory- Clear definition responsibilities Increase incentive to cultivate local business and personal ties Travel expenses are relatively small
Sales Force StructureTerritory size :Designed to provide either equal sales potential or equal work- load. Equal potential provide : - the same income opportunities - evaluate performance - vary widely in size(because customer density varies) Equal work- load : -each sale rep can cover his or her territory adequately
Sales Force StructureTerritory shape : Formed by combining smaller units (countries and states) Design must take into - account the location of natural barriers - the compatibility of adjacent areas - the adequacy of transportation Can influence - the cost and ease of coverage - the sales rep’s job satisfaction
Sales Force Size and Compensation The company clarify it strategy and structure = consider sales force size The company establishes the no. of customers it want to reach = workload approach to establish sales force size. Following five steps : - Group customers in size classes by annual sales volume - Establish call frequencies, the no. of calls to be made per year on each account in a size class - Multiply the no. of accounts in each size class by the call frequency to arrive at the yearly sales call workload; - Determine the average no. of calls a sales rep can make per year - Divide the total annual sales (calculated in step 3) required by the average annual calls made by a rep (calculated in step 4) to see how many reps are needed
Sales Force Size and Compensation The company must next determine the components of sales force compensation : - Fixed amount - Variable amount - Expense allowances - Benefits 70% total income sales reps is fixed and 30% other elements 3 basic types of fixed and variable compensation plan : - Straight salary - Straight commission - Combination salary and commission ¼ use either and ¾ firms use combination
Sales Force Size and Compensation Straight -salary plans : - Provide sales rep with the secure income - Make them more willing to perform non selling activities - Give them less incentive to overstock customer - from the company’s perspective they provide administrative simplicity and lower turnover Straight -commission plans : - Attract higher sales performers - Provide more motivation - Require less supervision - Control selling costs Combination plan offer the benefits of both plans : - While reducing their disadvantages
Advantages of InteractiveMarketing Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention
Personal selling: - Personal selling is an ancient art. Effective salespeople have more than instinct, they are trained in methods of analysis and customer management. Sales training approaches try to transform a salesperson from a passive order taker into an active order getter who engages in customer problem solving. This approach assumes that customers have latent needs that constitute opportunities and that they will be loyal to sales representatives who can analyze their needs and who have their long term interests at heart.
Principles of personalselling:- Prospecting and Presentation and preapproach qualifying demonstration Follow-up and Overcoming Closing maintenance objectives