MBA- Sem-3, Integrated Marketing Communication, Unit-1, An Introduction to Integrated Marketing Communication & tools, 19-05-2021

INTEGRATING MARKETING COMMUNICATION “INTEGRATING ALL THE PROMOTIONAL TOOLS, SO THAT THEY WORK TOGETHER IN HARMONY.” INTEGRATING MARKETING COMMUNICATION

INTEGRATING MARKETING COMMUNICATION OBJECTIVES • Describe nature of Integrated Marketing Communication • Identify Scope of Integrated Marketing Communication • Benefits of Integrated Marketing Communication • Process involved in Integrated Marketing Communication INTEGRATING MARKETING COMMUNICATION

TOPICS TO BE COVERED • Introduction • Meaning • Role of IMC in marketing process • One voice communication V/s IMC INTEGRATING MARKETING COMMUNICATION

INTRODUCTION  For several years, mass media advertisements dominated the promotional role of most businesses.  Many businesses realized the need for further strategic alignment of their promotional tools in the 1990s. These companies started implementing the integrated marketing communications  (IMC) process, which entails organizing the various promotional elements and other marketing activities used to connect with a company's customers.  Marketers started asking their ad agencies to organize the use of a range of promotional resources rather than focusing solely on media advertisements as they embraced the idea of integrated marketing communications. INTEGRATING MARKETING COMMUNICATION

MEANING OF Integrated Marketing Communication A task force from the American Association of Advertising Agencies (the “4As”), developed one of the first definitions of integrated marketing communications: A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact. The 4As concept focuses on the process of maximizing contact impact by using all types of promotion. INTEGRATING MARKETING COMMUNICATION

ROLE OF IMC IN MARKETING PROCESS ROLE OF IMC IN MARKETING PROCESS IMC plays a role in all- 1. B2B Interactions 2. Marketing Channel Communication 3. Customer-focused Communication 4. Internally-directed Communication INTEGRATING MARKETING COMMUNICATION

ROLE OF IMC IN MARKETING PROCESS 1) To comprehend the marketing process and the role of advertisement and promotion in a company's overall marketing strategy. 2) To be aware of the different decision areas associated with and component of the marketing mix, as well as how they affect and communicate with advertisement and promotional strategy. 3) To comprehend the idea of target marketing in a marketing relations program that is incorporated. 4) Consider the importance of market segmentation and how to incorporate it into a comprehensive marketing relations strategy. 5) To comprehend the application of positioning and repositioning techniques. INTEGRATING MARKETING COMMUNICATION

ROLE OF IMC IN ENHANCING BUSINESS APPROACH  IMC is characterized as a data-driven, customer-centric method of interacting with customers.  IMC is the coordination and incorporation of all marketing communication resources, roles, and sources within an organization into a seamless programme that maximizes the effect on customers and other end users while keeping costs to a minimum.  The definition of Integrated Marketing Communications is straightforward. It ensures that all types of interactions and messages are meticulously connected.  All aspects of the marketing mix must be in line with the strategic strategy for an integrated marketing communications campaign to be effective INTEGRATING MARKETING COMMUNICATION

ROLE OF IMC IN MARKETING PROCESS Fig - Role of IMC in the Marketing Process | group l (wordpress.com) INTEGRATING MARKETING COMMUNICATION

1. MARKETING STRATEGY AND ANALYSIS Any company that wants to effectively exchange goods or services in the marketplace should have a strategic marketing strategy to guide resource allocation. A. Opportunity Analysis - Market opportunities are markets with favorable demand patterns, where the business believes consumer needs and opportunities are unmet, and where it can successfully compete. B. Competitive Analysis -The manager must carefully analyze the competition in the marketplace while designing the firm's marketing strategy and plans for its goods and services. C. Target Market Selection - The business could choose one or more target markets after assessing the opportunities offered by various market segments, including a thorough competitive analysis. INTEGRATING MARKETING COMMUNICATION

2. THE TARGET MARKETING PROCESS Since few, if any, products can meet the needs of all customers, businesses often create various marketing strategies to meet the needs of different customers. Target marketing is the method by which marketers accomplish this, and it consists of four basic steps: A. Identifying Markets B. Market Segmentation C. Selecting a target market D. Market positioning INTEGRATING MARKETING COMMUNICATION

3. DEVELOPING THE MARKETING PLANNING PROGRAM The marketing department knows which consumers to concentrate on and what needs and try to please after developing a marketing plan and selecting a target market(s). 1. Product decisions- An organization exists because it has something to give customers in the form of a product, service, or concept, usually in return for money. 2. Price Decisions- The price variable refers to what a customer would forego in order to buy a good or service. 3. Distribution Channel Decisions - One of the most crucial marketing choices a marketer takes is how to make goods and services available for purchase. 4. Developing Promotional Strategies: Push or Pull? - Both elements of the promotional blend are used in trade promotion. A push strategy aims to persuade resellers that they can benefit from a manufacturer's product, encouraging them to purchase it and pass it on to their customers. A pull strategy's aim is to generate demand among customers and enable them to order the product from the retailer. INTEGRATING MARKETING COMMUNICATION

4. ROLE OF ADVERTSIMENT AND PROMOTION Marketers use the different elements of the promotional mix—advertising, sales promotion, direct marketing, publicity/public relations, and personal selling—to educate customers about their goods, their costs, and where they can buy them. Each variable in the promotional mix aids marketers in achieving their promotional goals, and all variables must work together to create an integrated marketing communications program. Market research, target targeting and positioning, and alignment of the different marketing-mix elements are all part of the creation and execution of an IMC program. INTEGRATING MARKETING COMMUNICATION

ONE VOICE COMMUNICATION V/S IMC Marketing Communications using a Single Voice: As customers are increasingly being approached by the same marketer in a number of ways (e.g., through five separate promotional tools), there is a need to ensure that placement, message, and tone are consistent through these various media. These various communications must speak in a single voice to customers. Integrated Communication: A marketer's customer communication must not only raise brand awareness, but also build or alter brand preference and image, as well as encourage sales trial or repurchase. Increasing image without generating sales is insufficient, and pursuing short-term sales (e.g., through sales promotions) at the cost of a brand's long-term image is also a recipe for disaster. As a result, all marketing communications should aim to achieve both communication goals (e.g., changing behaviors or improving image) and behaviour change at the same time (e.g., trial or repurchase). INTEGRATING MARKETING COMMUNICATION

4P's vs. 4C's Not PRODUCT, but CONSUMER: Recognize the consumer's desires and needs. You can no longer sell everything you can make because times have changed. The features of the product must now correspond to what someone actually wishes to purchase. The personal \"buying experience\" is also part of what the customer is purchasing. Not PRICE, but COST: Recognize the cost of satisfying the consumer's need or need. The cost structure of the customer can include more than just the product price. It's also the cost of time to drive somewhere, the cost of eating with conscience, and the cost of shame for not treating the kids. INTEGRATING MARKETING COMMUNICATION

4P's vs. 4C's Not PLACE, but CONVENIENCE: Turn the conventional logic on its head, as described above. Consider the ease with which you can make a purchase and then link it to a delivery method. Consider all potential meanings of \"convenience\" in terms of meeting the desires and needs of customers. The physical or virtual venue, transaction service time, and hours of availability are all examples of convenience. Not PROMOTION, but COMMUNICATION: Many mediums collaborate to deliver a single message with a feedback mechanism that makes communication two-way. Include an appreciation of non-traditional mediums, such as word of mouth, and how it can affect the consumer's perception of you. INTEGRATING MARKETING COMMUNICATION

SUMMARY The amount of money spent on advertisement, product promotion, direct marketing, and other types of marketing communication has risen dramatically in the last decade, both in India and in other international markets. To comprehend the role of advertising and promotion in a marketing campaign, one must first comprehend the role and function of marketing in a company. The basic task of marketing is to create a systematic programme that promotes trade with a target market by combining the four controllable components, known as the marketing mix. The marketing mix consists of four components: product or service, price, location (distribution), and promotion. INTEGRATING MARKETING COMMUNICATION

REFERENCES  Advertising Management, Jayshree Jethwaney & Shruti Jain, Oxford University Press  Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill  Advertising Management, Aakar, Batra and Myers, Prentice  Advertising & Promotions, S H Kazmi and Satish K Batra, Excel  Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson  Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning INTEGRATING MARKETING COMMUNICATION

Thank You…. Any Query…? INTEGRATING MARKETING COMMUNICATION