Communication Marketing Mix & IMC (Integrated Marketing Communication)
Integrated marketing communication
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Transcript of Integrated marketing communication
Integrated Marketing Communication
Integrated Marketing Communications
A comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum impact
Theoretical roots
1. Combine push and pull2. A unified message is more likely to be
processed effectively3. Weaknesses are minimized and strengths are
maximized
AdvertisingTV, Press, Cinema, Internet, Outdoor
DirectDirect mail, internet,
personal selling
PRWord-of-mouth,
PR, Buzz
Sales PromotionEvents, Product placement, POP
Audit
• PESTLE• SWOT• Competitors– How many are there and what is their share?– What positions do they take up?– Are they doing well?– How important is their presence in the market?
Objectives of IMC
• Help justify a price increase• Increase volume• Generate leads• Brand preference• Differentiation • New uses• New markets• Replace (or increase efficiency) of an
organization’s routes to markets
Levels of objectives
• Exposure– Opportunity To See (OTS)
• Awareness• Attitude
Creative strategy
Proposition spells out what you want to say• Does it have staying power?• Is it credible?• Is it distinctive?• Is it single-minded?• Is the promise meaningful?
Media Strategy
1. Where is the communication going to appear?2. How frequently?3. How much is to be spent?
Spend4. Who?5. Where?6. When?7. What ?
Measurement
• Research prior to development• Research during development• Pre-testing• Post-testing
PROMOTIONS
Objectives
• SALES• Increased distribution outlets• Increased shelf space• Increased in-store presence• Expanded selling season• Increased purchase frequency• Increased usage occasions• Increased transaction size• Trial
Planning a promo campaign
• Establish objectives• Plan on strategies and tactics• Establish criteria for success• Create back-up plan• Review and test• Put controls in place• Roll out
Contests
• Call attention to a product when there is nothing new
• The product should tie in with the contest• Can be used to build data on customers• Instant win enjoys greater participation• Lots of prizes vs one big prize
Coupons
• Coupons entitle bearers to an immediate discount when presented to a participating business
• Greatest influencer among promos• P&G vs the people• Manufacturer / retailer or both• On product / off site
Discounts
• Can result in:– Increased consumption– New type of consumption eg gifting– Stockpiling
• EDLP vs High Low• Builds traffic• Price reductions are simplistic
Types of discounts
• Cash discounts• Trade-ins• Membership discounts• First few customers• Twofers / BOGO etc• Future purchase• Bundling• Added value (0% finance)
Continuity
• Basis: it costs more to get a new customer than to retain an old one
• Collect and get• Loyalty• Collector series• Close-ended vs open-ended
POP
• Also known as POS• It is a display tactic• Display must convey message in 3 secs• More the better• Give benefit to retailer• Announce some other promotion• Self-shipper (easy set-up)
Sampling• In store• On pack / in pack / near pack• Coupon• Delivered• Direct mail• Media delivery (incl. downloads)• Demos• Trial offers (short-term)• Venues (clubs, community halls)• Events
Sampling
• Kits• Booths • Literature• Hiring &Training• Follow up• measurement
Event
• Make / rent an event• Product placement• Product affiliation• Licensed premium offer (spidey toys)• Event tickets • Event extension (Merc-sit in F1 car)
What can you do at an event?
• Sponsorships • Signage• Sampling booths• Celebrity appearances• Hospitality tents• Premiums, souvenirs• Exhibit items
Free gifts
• Along with sale• The container itself• Charge cost• Free with commitment (subscription)• Collectibles• Collect and get
Tie-ins
• Product compatibility –pizza and cola• Market match• Distribution match• Seasonality• Regionality • Cross-merchandising
Trade promotions
• Get new distribution• Optimise product mix• Exploit seasonality
• Get shelf space• Secure services (co-op)• Performance