Integrated Marketing Communication

1. Integrated Marketing
Communication
Dr. Gopal Thapa
Tribhuvan University

2. Integrated Marketing
Communication
 Integrated marketing communication is carefully
integrating and coordinating the company's many
communication channels to deliver a clear,
consistent and compelling message about the
organization and its products.
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3. Integrated Marketing
Communication
 IMC is a planning process designed to assume that
all brand contacts received by a customer or
prospect for a product, service or organization are
relevant to that person and consistent over time
 American Marketing Association
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4. Marketing Communication Mix
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5. Communication Process
(Macro Model)
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7. Steps in Developing
Effective Communication
 Identify target audience
 Determine the communication objectives
 Designing the message
 Select the communication channels
 Allocate the total promotion budget
 Decide on the promotion mix
 Measure the promotion’s results
 Manage integrated marketing communications
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8. Factors Affecting Marketing
Communication Mix
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 Objectives of promotion
 Nature of product
 Nature of customer
 Funds available
 Stage of product life cycle
 Competitors’ promotion mix
 Promotion strategies

9. Promotion Practices in Nepal
 Promotion is most popular and widely used
tools in Nepalese marketing.
 Use of promotional tools has been increasing
day by day in Nepal
 most of the marketer use promotion to achieve
sales goal, to counter competitors, to clear
stock or to attract customers.
 For example, schools and colleges expects
larger number of students from advertising,
education fair or door to door campaign.
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10. Promotion Practices in Nepal
 In Nepal, promotion mix decision is
dominated by advertising and sales
promotion.
 Radio, television, newspaper, magazine are
mushrooming in Nepal
 Publicity is normally neglected by them.
 In public relation, most of the marketer want
to maintain good relationship with political
parties, government officials, trade union
leaders, police, etc.
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11. Promotion Practices in Nepal
 Direct marketing is dominated by door to door
selling.
 Online marketing, TV Shop, telemarketing,
vending machine are in initial phase.
 Personal selling is also popular in Nepal but
attitude towards personal selling is not so
positive in Nepal.
 Personal selling is perceived as a low status
job in Nepal
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12. Promotion Practices in Nepal
 Diverse sales promotion tools are used in
Nepalese market.
 Market is dominated by consumer promotion.
 Trade promotion and salesforce promotion is
also in practice.
 But in most of the sales promotion it is
considered as a exaggerated message and
exploitation of customer.
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13. Promotion Practices in Nepal
 Most of the marketers are not clear about
their own promotion objectives.
 Promotion decisions are taken on the basis
of rule of thumb.
 There is lack of creativity in promotion
program.
 most of the Nepalese firms consider
promotion budget as a revenue expenditure
and they are allocating small amount for
promotion.
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14. Promotion Practices in Nepal
 For determining promotion budget,
percentage of sales method is in common
practice.
 Objective and task method and competitive
parity method is not in much practice
because of the lake of managerial ability or
lack of competitive intelligence system.
 In contrast, they are following rather
affordability method.
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15. Promotion Practices in Nepal
 Liquor and cigarette adverting has banned in
electronic media.
 Billboard adverting is also banned in urban
area.
 Advertising is not allowed for professionals
like Chartered Account, Lawyer, Doctor, etc.
 Most of the marketers are using promotion
tools without considering nature of customer,
nature of product and stage of product life
cycle.
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16. Promotion Practices in Nepal
 It seems that promotional strategies of Nepalese
marketers are not clear.
 Marketers are using personal as well as mass
communication for any types of product at any
situation.
 They are using pull and push strategies
haphazardly.
 Use of online promotion is also increasing.
 Marketers are using online media without any
study.
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