This website uses cookies to ensure you have the best experience. Learn more

Integrated Marketing Communications Strategy Essay

1669 words - 7 pages

Integrated Marketing Communications Strategy
MKT 505
August 27, 2010

Introduction
The purpose of marketing communication is to effectively inform consumers about the benefits and values of the company’s products, thereby influencing their attitudes and buying behavior (Keegan, Green, pg. 434). The need to be cost effective, to be customer driven, to deliver the best quality and to deliver that quality quickly are some of today’s global realities (Keegan, Green, pg. 543). The challenge of effectively executing this strategy across India and Vietnam is the reason why the marketing team has chosen to use the Integrated Marketing Communications (IMC) Strategy that will be covered in this ...view middle of the document...

These ads will be concentrated in the populated cities of both countries as mentioned in previous research. These regional ads have been adapted because it better suits cultural differences, messages are more tailored, and the products are formulated to consumer taste and preference of each country.
Sales Promotions
This is defined as a method of promotion that enhances and coordinates the efforts of advertising and sales (Business.gov.in, 2010). It’s a short-term incentive used by companies to stimulate market demand and consumer purchasing thereby increasing the sales of their products (Business.gov.in, 2010). The various forms of sales promotion that the company will be undertaking are the distribution of free samples, coupons, point of purchase materials, prize contests, trade shows/fairs, exhibitions and sponsored events, and clearance sales.
Distribution of free samples is quite expensive however it’s an effective tool of sales promotion used to gain consumer acceptance and increase the product exposure (Business.gov.in, 2010). This allows the consumers to test the product before buying it. The samples will be delivered door to door via direct sales force, offered in retail stores, fairs and sponsorship events. The door to door offers will be done mainly in India and the sponsored events in the inter-lands of both countries and the offers in the retail stores will be in the major cities of both countries. This method of promotion will be used for the soft drinks and the nutrition water bottles.
Coupons are certificates that entitles the holder to a specified saving or discount on the purchase of a particular product (Business.gov.in, 2010). The customers present their coupons to retailers and get the product at a much reduced price. Coupons will be issued directly by mail, through newspapers and magazines in both countries. Point of purchase materials are banners, signs, photos, posters and other in-store promotional tools. They are demonstrated and displayed at the place where the customer makes actual purchases to remind them about the brand name and promote impulsive buying (Business.gov.in, 2010). When it comes to prize contests, consumers are given rewards for analytical or creative thinking about the products in the form of slogan writing, sentence completion, problem solving quiz. This helps to create consumers' interest in the products, provide new ideas for advertising and may reveal buying motives (Business.gov.in, 2010). This type of promotion will be done at trade shows/fairs, exhibitions and sponsored events.
Trade shows/fairs, exhibitions and sponsored events are an important technique of sales promotion since they have a wide appeal of audience. Non-governmental organizations such as United Nations Development Program (UNDP) and World Water Council (WWC) events will be sponsored by the company in both countries. During these events the given stalls, booths, tables in a designated area where they display their...

Other Papers Like Integrated Marketing Communications Strategy

Advertising Design Essay

643 words - 3 pages Message Strategies and Executional Framework Ekaterina Nem BU 504 Integrated Marketing Communications Winter 2015 Online Dr. Peggy Bilbruck Southern State University February 7, 2016 1. Yogi Tea. They use affective message strategy, associating product with emotions and feelings such as well-being, positive energy and stress relief. Affective message strategy involves emotions and feelings of consumers associated with good, service

Marketing Essay

1514 words - 7 pages The Course Project: An Integrated Marketing Communications (IMC) Campaign Plan The Course Comprises 4 Deliverables: Week 1: Topic Proposal Form Week 4: Course Project Outline Week 7: Final Report Week 8: PowerPoint Presentation The 4 Key Objectives of this Project: 1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis 2. Application of

Defining An IMC Plan

602 words - 3 pages buying furniture which is style, price and comfort.Since Olive is looking to expand in the U.S. market, they know the importance of speaking in one voice. When the survey of target market was taken, it was compared to the current markets and the results from other countries which were that the customer was looking for the same thing. With a well integrated creative communications strategy, Olive will be successful in the United States. By Olive

Marketing And Advertising Planning

1535 words - 7 pages Relationships: Kotler & Armstrong 3. Using Integrated Marketing Communications (IMC) to Make Relationship Work A. IMC: The Concept and the Process 1. IMC is both a concept and process. Integration of the elements of marketing mix. 2. The evolution of the IMC concept - integrated marketing communications is the process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders

Nigguhs

1043 words - 5 pages TUTORIAL - Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Multiple Choice Questions 1. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix 2. Companies often make use of short-term incentives to encourage the purchase or

Marketing

3088 words - 13 pages Northwestern University, argue for an even broader perspective that considers all sources of brand or company contact that a customer or prospect has with a product or service. Integrated marketing communications calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions. It requires firms to develop a total marketing communications strategy that recognizes how all of a

Integrated Marketing Communication

2128 words - 9 pages Integrated marketing communication The Integrated Marketing Communications (IMC) approach is becoming so popular among marketers. But why is the IMC so welcomed by most marketers? There are many reasons. The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operate autonomously. By coordinating their marketing communication efforts

Marketing

2398 words - 10 pages Managing Integrated Marketing Channels Chapter 16: Managing Retailing, Wholesaling, and Logistics Week 6 TCOs F, G Integrated Marketing Communications Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19: Managing Personal Communications, pp. 551-563 Week 7 TCOs E, H, J Looking to the Future

My Marketing Mix

1497 words - 6 pages indirect goes from the manufacturer to different stores and distributors in order to get the product out to the masses. Now we will go into the integrated marketing communication mix. I will start by giving a definition of integrated marketing communications. Integrated marketing communications is putting all promotion tools together allowing them all to work together for the same goal (multimediamarketing.com). I would use both the push

Marketing Definition

4195 words - 17 pages tactical multifaceted process that supports sales as well as customer service and retention. The primary stages include identifying target audiences, developing a marketing/communications strategy that usually includes several methods and channels (e.g. advertising, PR, content, events/digital print, broadcast), measuring and assessing results, and constantly refining the process based on learnings and marketplace developments. Marketing can also

Microsoft Integrated Study

1446 words - 6 pages Quinton King Capella University Integrated Global Marketing Integrated Marketing Communication Marketing and corporate communications have some of the main persuasive elements for their individual organization which helps combine the market for the company by communicating new concepts and look to communicate specific opinions of brands, products and services to customers, consumers and stakeholders. Integrated Marketing ranks as a top

Related Essays

Integrated Marketing Communications Essay

1435 words - 6 pages OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages

Integrated Marketing Communications Essay

766 words - 4 pages The first aspect of integrated marketing communications that Karen needs to consider is that her job, as a marketer is to magnify the consumer’s perceived relevance of the product. Using this idea, Karen needs to reassure her current clients that her brokerage services are important to their daily lives. She needs to keep her clients thinking that investments are a vital part of their lives and that they are serving a good purpose. The purchase

Integrated Marketing Communications And Customer Satisfaction

1142 words - 5 pages Assignment 4: Integrated Marketing Communications and Customer Satisfaction Integrated Marketing Communications and Customer Satisfaction Lasting Impressions Wedding and Events is a full service wedding and event planning company. The company provides full services for weddings, all types of parties and celebrations, and corporate events. The company’s marketing goal is to be known for the quality of the services that is provided at a

Dr In Mba Essay

1048 words - 5 pages Activities (how does this help reach marketing objectives?) (SERVICES) a. Delivery/Distribution of Service Activities (how does this help reach marketing objectives?) 4. Promotion and Integrated Marketing Communications Strategy a. Theme of campaign(s) (To communicate what? How does it