Uploaded byShefali SB
Introduction To The Concept : Integrated Marketing Communication
The document discusses Integrated Marketing Communication (IMC) in the context of the evolving Indian market, emphasizing the shift from manufacturer-dominated to consumer-controlled dynamics. It presents a narrative of a fictional Indian family, the Simpsons, to illustrate changing consumption habits and the need for businesses to engage consumers across multiple touchpoints. The text highlights the importance of a unified marketing message and data-driven strategies to strengthen brand-consumer relationships and maximize communication impact.
Introduction To The Concept : Integrated Marketing Communication
- 1. WHAT IS INTEGRATED MARKETINGCOMMUNICATION (IMC) ? WAY… THE BRAND DECODE IT..
- 2. Market is nowhaving a rural-urban mix shape Occupational diversity (Agriculture to other skills) Awareness is spreading fast..Online shopping, credit card usages are being accepted Indian consumer is being more smart.Consumption and shopping patterns are changing Heterogeneous Demographic Traits Media advertising is shifting to multiple forms of communication focusing at target centered niche media. Market is shaping from a manufacturer-dominated market to a retailer- dominated, consumer- controlled market. Technology is getting updated rapidly.Internet marketing is picking up pace in India Huge opportunities are available to develop with market Manpower is getting performance-based compensation from traditional compensation, sales and profit margins are increasing. CHANGING INDIAN MARKET SCENARIO (PREVIEW)
- 3. WELCOME TO “THESIMPSON’S FAMILY” (VERSION INDIA) WHO ARE THEY ?
- 4. HOMER MARGE WHO ARE WE? HEY THERE, IM HOMER, AGE : 30 + YRS , I STAY IN THE METRO CITY. MY LIFE IS AROUND MY WORK AND FAMILY I EARN ENOUGH TO HAVE A DECENT LIFESTYLE. I BELIEVE ON SAVING FOR FUTURE. I HANG OUT WITH MY FRIENDS AND LIKE TO TRAVEL. I TAKE MY FAMILY OUT ON HOLIDAYS . I PURSUE HOBBIES/SPORTS TO ENTERTAIN MYSELF I SHOP FOR MY NEED THAN FOR LUXURY I AM AN INDIAN. HIEE, I AM MARGE ,A WORKING WOMEN , A WIFE.,A MOTHER . AGE ….WELL DONT ASK ME ! ! I BALANCE MY WORK AND PERSONAL LIFE. I AM A MULTITASKER . I FOLLOW TRENDS AND BELIEVE ON LIFESTYLE. I BELIEVE ON MANAGING MY FINANCES TO BALANCE NECESSITY AND LUXURY. I LIKE TO UPGRADE TO BETTER LIFESTYLE . MY HOBBY IS WATCHING MOVIES,TRAVELLING, SURFING AND PLAYING CANDY CRUSH IN MY FREE TIME. (WE ARE THE CHARACTERS FROM INDIAN SOCIETY WHO INTERACT WITH DIFFERENT BRANDS TO SATISFY our VARIED NEEDS)…
- 5. BART LISA MAGGIE SANTA’S LITTLEHELPER SNOWBALL
- 6. AND AM BACK TO TAKEYOU THROUGH THE IMC JOURNEY WITH “THE SIMPSONS “ THE BRAND
- 7. H W ? IGHTENYOUR SEAT BELTS AND WE WILL FOLLOW THE FAM ??
- 8.
- 9.
- 10.
- 11.
- 12.
- 13. HAVE TO REACHTHEM THE BRAND ALL IN ALL ; IF I NEED TO SPEAK TO THEM ACROSS ALL TOUCHPOINT
- 14. BCOZ WHEN THEY SEEME AT THE TOUCHPOINT EVEN WHEN THEY ARE NOT LOOKING FOR ME HOW WILL THEY NOTICE ME ? A UNIQUE COMMON MESSAGE PRESENTED IN THE UNIQUE MANNER ACROSS ALL TOUCHPOINT …. THEY WILL REMEMBER & RELATE TO ME MOST,
- 15. UNIQUE COMMON MESSAGEBOMBARDED ACROSS DIFFERENT MEDIUMS WILL HELP ME GAIN PLACE IN THE MIND OF “THE FAMILY” (I.E MY PROSPECTIVE CUSTOMERS)
- 16. WE WANT ‘‘WHICH WE SAW AT THE MALL ON SUNDAY , SRK USED IT IN THE MOVIE “KKHH” , THE NEWSPAPER COLUMNIST FF SAYS IT REALLY WORKS !! HOW WILL HOMER REACT TO THE MESSAGES HE SAW AT VARIOUS TOUCHPOINT ?
- 17. HOW DO OUTSIDE-IN THINKING DATA-DRIVENAPPROACH THAT FOCUSES ON IDENTIFYING CONSUMER INSIGHTS AND DEVELOPING A STRATEGY WITH THE RIGHT (ONLINE AND OFFLINE COMBINATION) CHANNELS TO FORGE A STRONGER BRAND- CONSUMER RELATIONSHIP UNDERSTAND THE CUSTOMER AND THE BRAND TO UNEARTH A KEY INSIGHT FOR THE COMMUNICATION /SOLUTION INTEGRATION OF ALL MARKETING TOOLS, APPROACHES, AND RESOURCES WITHIN A COMPANY WHICH MAXIMIZES IMPACT ON CONSUMER MIND MEASURE RESULTS V/S COST INCURRED ON THE IMC APPROACH ACHIEVE THIS ?
- 18.
- 19. AUTHOR : MS.SHEFALI SOMAN BAPAT Incase of any query/suggestions please write on : email : shefalisara@gmail.com TO BE CONTINUED ….