Integrated marketing communication process

With the media getting fragmented , budgets getting squeezed , consumers getting distracted an effective way being focussed nowadays is to target consumer touchpoints .

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Involves coordinating various promotional tools ,marketing activities to form a message , rather than only relying on media advertising

–-Get the consumer at touchpoints

–-Avoid duplication

–-Consistent message for the product /brand

–-Maximise the ROI ,more cost effective

–-Leverage on changing environment /behavior

–-Focus on actual purchase /trials

Tools of IMC

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-Advertising

•-Direct marketing

•-Interactive/internet marketing

•-Sales promotion

•-PR

•-WOM

•-Personal selling

•-BTL

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•IMC planning process

-Review of marketing plan

–-SWOT :environment/competition/TG/product/distribution/ manpower…

•-Define the product message /TG/objective

•-Understand the best mix of IMC basis the product /message /TG

•-Understand the budget

•-Develop IMC

–-Message /strategy/tools of IMC/adapting the message

•-Integrate the IMC strategy/execution

•- Monitor/evaluate & control the IMC

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Participants of IMC

- Advertisers

•-Agencies

•-Media companies

•-Marketing communication specialists

•-Collateral services

Process towards defining the IMC for a product

• understand : opportunity /competition/target market-TG
• identify target markets - segment /define the positioning /product benefits
• product decisions- product/pricing /packaging /placement-distribution channels/promotional activities/people/processess
• elements of IMC which maximise the consumer touch-points and enable objectives
• monitor /evaluate /replan

•Consumer decision making process which IMC influences

•-Problem recognition need/repeat purchase/desire/greed

–-maslow’s heirarchy

–-Psychoanalalytic theory –sigmund freud

–-MR probes needs-in depth interview/FGD/associaiton tests/projecting techniques

•-Information search

•-Alternatives evaluation

•-Purchase decision

•-Post purchase evaluation –cognitive dissonance

•-Recommendation-WOM

examples abound

-Nano launch (Tata) ,Ghajini (Aamir Khan) , Virgin Airlines (Richard Branson) ,Hero Honda ( MTV roadies )

Depending on the stage of PLC of a product , IMC can work to address objectives like -

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• awareness
• Recall
• Trials
• Informative
• Consumption
• Repeat purchase

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