Integrated marketing
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Transcript of Integrated marketing
INTEGRATED MARKETING
Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao
WHAT IS INTEGRATED MARKETING
Definition Integrated Marketing is based on a Consumer-Centricity
concept, integrating different marketing resources to
broadcast product information to customer in a
consistent goal and uniform image, so that making the
effort of marketing long-term and maximize. And it
focuses on the entire company perspective.
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WHAT IS INTEGRATED MARKETING
Introduction
COMPANY
PRODUCT
CUSTOMER
MARKET ING
MARKETING STRATEGY INTEGRATION
• Briefly, It is a way to integrate marketing resources, making the communication between product and customer a high efficiency.
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MARKETING TOOLS
Marketing Resources
Advertising public relation
promotion
direct selling
sponsorship
Experiential Marketing
corporate identity
(CI)
Fair
packaging
Mouth Publicity
E-Marketing
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FEATURES
Consumer-Centricity
Resources integration
A single voice
Systematic
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CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN
The objectives of this campaign are to thwart McDonald’s entry into the coffee market aimed at increasing customer retention and brand loyalty especially the age group 18 – 34
The key content is that Starbucks offer you high quality coffee, committed baristas and a welcoming environment with just pay more one dime
Traditional and non-traditional media work together to emphasize an integrated marketing strategy, mostly focus on print, internet, outdoor
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CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN
Print Traditional advertising
includes print ads in eight national magazines.
Such as Elle, Glamour, Women’s health and GQ.
Give customers the real and physical feeling of Starbucks
Newspaper is also a large portion of print strategy especially on the college newspaper.
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CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN
Internet Connecting with customers
on the internet is crucial because of the sheer amount of time spent and number of sites 18 to 34 year olds visit everyday.
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CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN Outdoor
Include posting, ads on bus and bus stops, and billboards are targeted in most big cities that deliver the information.
These ads attract the attention of customers who commute to work and home.
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CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN
In store promotions
Welcome packets
Leaflet distribution
Radios
Emails
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Service Profit Chain
Five Forces Model of Industry Attractiveness
SWOT
Extended theories of IM
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SERVICE-PROFIT CHAIN
Employee
Customer satisfaction
Customer loyalty
Profitability
Integrated marketing (IM) is a management strategy focuses on Stakeholders, employees and customers
• Customer loyalty drives profitability• Customer satisfaction drives loyally• Satisfied is not enough for loyalty• What makes customers very satisfied?
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Suppliers
Buyers
Substitutes
Potential entrants
Industry competitors
Five Forces Model
• Stakeholders and influencers
Five Forces Model of Industry Attractiveness
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SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
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IMPLEMENTATION STEPSSTEP1 •Identify potential integration marketing deals
STEP2 •Conduct proof of concept testing
STEP3 •Strike your first deal
• Duplicate and scaleSTEP4
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WHAT IS INTEGRATED MARKETING COMMUNICATION
IMC is the coordination and integration of all marketing
communication tools, avenues, functions and sources
within a company into a seamless program that
maximizes the impact on consumers and other end
users at a minimal cost.
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THE DIFFERENCE BETWEEN IM AND IMC
IM: It is concerned with alignment and focus of the whole organization.
IMC: It aims to ensure consistency of message and the complementary use of media.
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THANK YOU!!!Group 6