Ppt about Integrated marketing

1. INTEGRATED
MARKETING
COMMUNICATION AND
PROMOTION MIX TOOLS
Preethi kandula

2. CONTENTS
 Meaning
 Components of Integrated Marketing Communication
 Importance of IMC
 Barriers of IMC
 How to create IMC Plan
 Promotion
 Promotion Mix Tools
 Difference Between IMC and Promotion Mix

3.  Integrated marketing communication refers to integrating all the
methods of brand promotion to promote a particular product or
service among target customers.
 In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum
cost effectiveness.
 Integrated marketing communication is a simple concept that
requires brands to have all their messages and communications
carefully linked together.
 It doesn’t mean that an organization should only work with one
unifying message throughout its marketing campaign.
 The American Association of Advertising Agencies offers an
insightful definition of integrated marketing communication: “a
comprehensive plan that evaluates the strategic roles of a variety
of communication disciplines and combines these disciplines to
provide clarity, consistency and maximum communication
impact.”
MEANING

4. Components of Integrated Marketing
Communication
 The Foundation - As the name suggests, foundation stage involves
detailed analysis of both the product as well as target market. It is
essential for marketers to understand the brand, its offerings and end-
users. You need to know the needs, attitudes and expectations of the
target customers. Keep a close watch on competitor’s activities.
 The Corporate Culture - The features of products and services ought to
be in line with the work culture of the organization. Every organization
has a vision and it’s important for the marketers to keep in mind the same
before designing products and services. Let us understand it with the help
of an example.Organization A‘s vision is to promote green and clean
world. Naturally its products need to be eco friendly and biodegradable,
in lines with the vision of the organization.
 Brand Focus - Brand Focus represents the corporate identity of the
brand.

5. Continuation
 Consumer Experience - Marketers need to focus on consumer
experience which refers to what the customers feel about the product. A
consumer is likely to pick up a product which has good packaging and
looks attractive. Products need to meet and exceed customer
expectations.
 Communication Tools - Communication tools include various modes of
promoting a particular brand such as advertising, direct selling,
promoting through social media such as facebook, twitter, orkut and so
on.
 Promotional Tools - Brands are promoted through various promotional
tools such as trade promotions, personal selling and so on. Organizations
need to strengthen their relationship with customers and external clients.
 Integration Tools - Organizations need to keep a regular track on
customer feedbacks and reviews. You need to have specific software like
customer relationship management (CRM) which helps in measuring the
effectiveness of various integrated marketing communications tools.

6. Importance of IMC
 IMC enables marketers to combine all their communication to
help them plan and create a synergistic approach
 It wraps all the brand’s communication around customers,
making their purchase journey smoother and easier
 Integrated marketing communication promotes consistency in
internal as well as external communication
 The target customer understands the different kinds of
information the brand wishes to disseminate rather than being
confused about the vast amount of inconsistent messaging
 IMC gives an organization an edge over competitors and boosts
sales. While communicating with the customer, the brand builds a
relationship with them and creates a seamless buying experience,
eventually leading to a lifelong, loyal client base.
 A well-coordinated IMC approach aligns short and long-term
marketing to avoid any conflicts

7. Barriers of IMC
 Most often, organizations are very comfortable with their current
structure and way of working. Resistance to change is one of the
many obstacles to adopting an integrated marketing
communication approach.
 More often than not, different departments in the organization don’t
wish to coordinate with one another. Internal power battles can
further hinder the process.
 IMC can also lead to stifled creativity. Innovative, out-of-the-box
ideas are thrown out of the window if they aren’t in alignment with
the overall marketing strategy and communication. However, when
working with a strict and more integrated approach, creativity can
be more challenging, ultimately offering the best result.
 While planning short and long-term marketing campaigns,
integrating a holistic message can become difficult. However, if
planned carefully and implemented correctly, it can be possible.

8. How to Create IMC Plan
 Detailed summary of your marketing plan as to how it intends to
promote products and services among target customers.
 Background, history and vision of your organization.
 Know your products well. Include features and essential
components of your brand.
 Target market needs to be described well. Plan out how your brand
can meet and exceed customer expectations. Have clarity as to
how your brand is better than your competitors and why should
consumers only buy your product and not go anywhere else. It is
essential to read customer’s mind and know their perceptions.
 Compare your brand with the competitors. Write down how your
brand is better than competitors? You need to keep a close watch
on competitor’s activities.
 Do a SWOT analysis which highlights the strengths, weaknesses,
threats and opportunities of the marketing plan.
 Specify the tools and methods which would help you create
awareness of your brand.

9. Promotion
 Promotion mix is the fourth element of the Marketing program or
Marketing mix – Product, Price, Place, and Promotion.
 An organization reviews and studies the target market. Basis the study
promotion tools are introduced to convey the message for information,
persuasion or reminder from the manufacturer to the customer.
 The tools of promotion mix provide different advantages and
disadvantages over each other. The marketing managers decide on the
most effective blend of these tools for the target market. Integrated
Marketing communications involves conveying a consistent message to
the buyers through all its promotion tools.
 The American Association of Advertising defines Integrated Marketing
Communications as a concept of marketing communications planning
that recognises the added value of a comprehensive plan.

10. Promotion Mix Tools
 Advertising: - Advertising is one of the most effective
ways of brand promotion. Advertising helps
organizations reach a wider audience within the
shortest possible time frame. Advertisements in
newspaper, television, Radio, billboards help end-users
to believe in your brand and also motivate them to buy
the same and remain loyal towards the brand.
Advertisements not only increase the consumption of a
particular product/service but also create brand
awareness among customers.
 Sales Promotion: - Brands (Products and services)
can also be promoted through discount coupons,
loyalty clubs, membership coupons, incentives,
lucrative schemes, attractive packages for loyal
customers, specially designed deals and so on. Brands
can also be promoted effectively through newspaper
inserts, danglers, banners at the right place, glorifiers,
wobblers etc.

11. Continuation…
 Direct Marketing: - Direct marketing enables
organizations to communicate directly with the end-
users. Various tools for direct marketing are emails, text
messages, catalogues, brochures, promotional letters and
so on. Through direct marketing, messages reach end-
users directly.
 Personal Selling: - Personal selling is also one of the
most effective tools for integrated marketing
communication. Personal selling takes place when
marketer or sales representative sells products or
services to clients. Personal selling goes a long way in
strengthening the relationship between the organization
and the end-users.