SlideShare uma empresa Scribd logo
1 de 44
Integrated Marketing Communication
4p’s of marketing mix
 Product
 Price
 Place
 Promotion
 Marketing communication is
focused on promotion mix
 Promotion compasses all the tools
in the marketing mix whose major
role is persuasive communication
What is communication?
 Transmitting, receiving & processing
information.
 Communication occurs when the
message that was sent reaches its
destination in a form that is
understood by the intended audience
The communication Process
Elements in the communication process
Sender
Encoding
Decoding
Receiver
Response
Feedback
Noise
Message
Media
Communication in marketing
 Sender are the manufacturing or
marketing companies
 Intended audience is mainly customer
internal or external
 The idea is to convey the positive
things about the product, brand or
company
 Intentions may be different like image,
sale, revenue, profit or just to get
attention
 Encoding – putting thoughts into symbolic form
 Message – Set of symbols
 Media – communication channel
 Decoding – The process by which receiver
assign meaning to the symbol encoded by the
sender
 Receiver – The party receiving the message
sent by another party
 Response – The reaction of the receiver after
being exposed to the message.
 Feedback – The part of the receivers response
communicated back to the sender.
 Noise – The unplanned static or distortion
during the communication process.

Senders field Receivers Field
of experience of experience
Sender Encoding
Media
Decoding Receiver
Noise
ResponseFeedback
Message
promotion
 Promotion is the coordination of all
seller initiated efforts to set up
channels of information & persuasion
in order to sell goods & services or
promote an idea
 Promotion compasses all the tools in the
marketing mix whose major role is
persuasive communication
Elements of Promotion Mix
Promotion Mix
Advertising Direct marketing
Interactive /
Internet marketing
Sales promotion Personal selling
Publicity/ public relation
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
AdvertisingAdvertising
Personal SellingPersonal Selling
Direct MarketingDirect Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales PromotionSales Promotion
Publicity/Public
Relations
Publicity/Public
Relations
Basic Elements of the Promotional Mix
Communication or promotion
tools
 Advertising
 Sales promotion
 Public relations
 Personal selling
 Direct marketing
 Interactive / internet marketing
Point of
purchase
Publicity
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Traditional Approach to Marketing
Communications
Media
Adver-
tising
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Advertising
 Paid form- occasional exception PSA
 Nonpersonal - involves mass media
generally no opportunity for
immediate feedback ( except
direct response ad)
 Used to create brand images and symbolic
appeals for a company or brand
Sales promotion
 Short term incentives to encourage the
purchase or sale of product or service.
 Discounts
 Coupons
 Displays
 Demonstrations
Two Types-
 Consumer-oriented – targeted to the
ultimate user of a product /service
 Trade-oriented - targeted towards
marketing intermediaries
Public Relation
 Building good relations with the companies
various publics by obtaining favorable publicity,
building up good corporate image, and handling
or heading off unfavorable rumors, stories, and
events.
 Press releases
 Sponsorships
 Special events
 Web pages
Personal Selling
 Personal presentation by the firms sales force
for the purpose of making sales and building
customer relationship
 Sales presentations
 Trade shows
 Incentive programs
Direct Marketing
 Direct connection with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships.
through the use of direct mail,
telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
 Catalog
 Telemarketing
 Kiosks
Interactive / internet marketing
Steps in Developing Effective
Marketing Communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collecting feedback
Determine the communication
objectives
IMC
 The concept under which a company
carefully integrates and coordinates
its many promotion tools, sources,
avenues to deliver a clear, consistent,
and compelling message about the
organization and its products.
What is Integrated Marketing
Communication
 Integrated Marketing Communication is a
simple concept. It ensures that all forms of
communication and messages are carefully
linked together.
 At its most basic level, Integrated Marketing
Communications, or IMC, means integrating
all the promotional tools, so that they work
together in harmony.
Reasons for the Growing Importance of IMC
Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication
Mass mediaMass media Specialized mediaSpecialized media
Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance
Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing
Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability
Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation
Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
Reasons for the Growing Importance of IMC
 Shifting of marketing dollars from media advertising to other
forms of promotion , particularly consumer-and trade-oriented
sales promotions.
 A movement away from relying on advertising-focused
approaches, which emphasize mass media such as network
television and national magazines, to solve communication
problems
 A shift in marketplace power from manufacturers to retailers.
 Rapid growth and development of database marketing.
 Demand for a greater accountability from advertising
agencies and the changes in the way agencies are
compensated.
 The rapid growth of the internet, which is changing the very
nature of how companies do business and the way they
communicate and interact with consumers.
IMC Audience Contact Tools
Broadcast
media
(TV/radio)
Broadcast
media
(TV/radio)
Print media
(newspapers,
magazines)
Print media
(newspapers,
magazines)
Public
Relations/
publicity
Public
Relations/
publicity
Internet/
interactive
Internet/
interactive
Direct
marketing
Direct
marketing
Sales
Promotion
Sales
Promotion
Product
placements
(TV and movies)
Product
placements
(TV and movies)
Events and
sponsorship
Events and
sponsorship
Word-of-
mouth
Word-of-
mouth
Point-of-
purchase
(displays,
packaging)
Point-of-
purchase
(displays,
packaging)
Personal
selling
Personal
selling
Out-of-home
media
Out-of-home
media
Target AudienceTarget Audience
Need for Integrated Marketing
Communications
Conflicting messages from different
sources or promotional approaches
can confuse the customers about
company or brand images
Increasing no of promotional tools &
trends if not used to complement each
other, the message is not effective
creating chaos in customer’s mind
Benefits
 increases profits through increased effectiveness
 create competitive advantage
 boost sales by stretching messages across several
communications tools to create more avenues for
customers to become aware, aroused, and ultimately,
to make a purchase and profits, while saving money,
time and stress.
 Creates credibility & reduces risk in the mind of the
buyer
Continued…
 nurture long term relationships with customers
Factors affecting IMC
programs
In developing an IMC strategy, a company combines
the promotional mix elements, balancing the strengths
& weaknesses of each.
Companies considers many factors in developing their
IMC programs including
 Type of product
 Target market
 Buyer decision process
 PLC stage
 Distribution channels
What is an IMC plan?
 A framework for developing,
implementing & controlling the
organization's integrated marketing
communication programs & activities
IMC Plan
 It must : -
 Evaluate the current situation
 Determine the role of each promotion mix
element
 Develop the strategies for each promotion mix
element
 Plan for their implementation
 Consider how to evaluate results
IMC planning model
Review of mktg plan
Analysis of promotional program situation
Analysis of communication process
Budget determination
Develop IMC program
Direct Mktg Interactive/
Internet
mktg
Sales promotion PR/PublicityAdvtising PS
Cntd..
Direct Mktg internet mktg S p PRAdvtising PS
objectives objectives obj obj obj obj
strategy strategy strategy strategy strategy strategy
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy &
tactics
Msg &media
strategy
& tactics
Sales message
Strategy & sales
tactics
Integrate & implement mktg communication strategies
Monitor, evaluate & control IMC program
Review of marketing plan- it is a written document that describes the
overall mkting strategy & programs developed for an organization
Examine overall marketing plan and
objectives
Role of advertising and promotion
Competitive analysis
Asses environmental influences
Analysis of promotional program situation
Internal analysis
External analysis
Analysis of communications process
Analyze receivers response process
Analyze source, message, channel factors
Establish communications goals and objectives
Budget Determination
Set tentative marketing communications budget
Allocate tentative budget
Develop integrated marketing communications program
 Integrate and implement Marketing communication
Strategies
Integrate promotion mix strategies
create and produce ads
Purchase media time , space, etc.
design & implement direct marketing programs
design & distribute sales promotion materials
design & implement public relation / publicity programs
design & implement interactive / internet marketing
programs
Monitor , Evaluate, and control IMC program.
Evaluate promotional program results/ effectiveness
Take measure to control and adjust promotional strategies
Marketing and promotion process model
Integrated marketing communication by manish badhiye

Mais conteúdo relacionado

Mais procurados

Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And DevelopmentChap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And DevelopmentPhoenix media & event
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Processgyaanmasti
 
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramChap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
 
Advertising Campaign management
Advertising Campaign managementAdvertising Campaign management
Advertising Campaign managementRamil Jabbarov
 
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraINTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraDr. Amitabh Mishra
 
Marketing communication strategy
Marketing communication strategyMarketing communication strategy
Marketing communication strategyYodhia Antariksa
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication StrategyHisham Salah, MBA, PMD
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communicationsTom Chapman
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing ravneetubs
 
Creative strategy: planning and development
Creative strategy: planning and developmentCreative strategy: planning and development
Creative strategy: planning and developmentRahul Barwe
 
Chap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramChap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramPhoenix media & event
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communicationAlishag
 
Creative Strategy: Planning and Development
Creative Strategy: Planning and DevelopmentCreative Strategy: Planning and Development
Creative Strategy: Planning and DevelopmentIndrajit Bage
 

Mais procurados (20)

Campaign Planning
Campaign PlanningCampaign Planning
Campaign Planning
 
Chap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And DevelopmentChap08 Creative Strategy Planning And Development
Chap08 Creative Strategy Planning And Development
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Process
 
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramChap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
 
Marketing communications
Marketing communicationsMarketing communications
Marketing communications
 
Advertising Campaign management
Advertising Campaign managementAdvertising Campaign management
Advertising Campaign management
 
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraINTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh Mishra
 
Dagmar Approach
Dagmar ApproachDagmar Approach
Dagmar Approach
 
Marketing communication strategy
Marketing communication strategyMarketing communication strategy
Marketing communication strategy
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communications
 
Imc & promotion mix
Imc & promotion mixImc & promotion mix
Imc & promotion mix
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing
 
Creative strategy: planning and development
Creative strategy: planning and developmentCreative strategy: planning and development
Creative strategy: planning and development
 
Chap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramChap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional Program
 
Dagmar
DagmarDagmar
Dagmar
 
Direct marketing
Direct  marketingDirect  marketing
Direct marketing
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communication
 
Creative strategy
Creative strategyCreative strategy
Creative strategy
 
Creative Strategy: Planning and Development
Creative Strategy: Planning and DevelopmentCreative Strategy: Planning and Development
Creative Strategy: Planning and Development
 

Destaque

Pepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand EquityPepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand EquitySwati Gogawat
 
Uber for business imc final presentation
Uber for business imc final presentationUber for business imc final presentation
Uber for business imc final presentationJorge Tatto
 
Adidas Integrated marketing Communication campaign
Adidas Integrated marketing Communication campaignAdidas Integrated marketing Communication campaign
Adidas Integrated marketing Communication campaignSameer10031993
 
IKEA Integrated Marketing Campaign | IMC 610
IKEA Integrated Marketing Campaign | IMC 610IKEA Integrated Marketing Campaign | IMC 610
IKEA Integrated Marketing Campaign | IMC 610Kaitlyn Reeves
 
Integrated marketing communication plan- New Product
Integrated marketing communication plan- New ProductIntegrated marketing communication plan- New Product
Integrated marketing communication plan- New ProductXavier Prakash
 
IMC Plan - Starbucks
IMC Plan - StarbucksIMC Plan - Starbucks
IMC Plan - StarbucksJoshua Favaro
 
Reebok - Today
Reebok - TodayReebok - Today
Reebok - Todaylauranyy
 
Nescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanNescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanSuhasini Jain
 
IMC project (RED BULL)
IMC project (RED BULL)IMC project (RED BULL)
IMC project (RED BULL)vikas chauhan
 

Destaque (11)

Pepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand EquityPepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand Equity
 
Uber for business imc final presentation
Uber for business imc final presentationUber for business imc final presentation
Uber for business imc final presentation
 
Adidas Integrated marketing Communication campaign
Adidas Integrated marketing Communication campaignAdidas Integrated marketing Communication campaign
Adidas Integrated marketing Communication campaign
 
IKEA Integrated Marketing Campaign | IMC 610
IKEA Integrated Marketing Campaign | IMC 610IKEA Integrated Marketing Campaign | IMC 610
IKEA Integrated Marketing Campaign | IMC 610
 
Integrated marketing communication plan- New Product
Integrated marketing communication plan- New ProductIntegrated marketing communication plan- New Product
Integrated marketing communication plan- New Product
 
IMC Plan - Starbucks
IMC Plan - StarbucksIMC Plan - Starbucks
IMC Plan - Starbucks
 
Reebok - Today
Reebok - TodayReebok - Today
Reebok - Today
 
Nescafe IMC
Nescafe IMCNescafe IMC
Nescafe IMC
 
Nescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanNescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication Plan
 
IMC project (RED BULL)
IMC project (RED BULL)IMC project (RED BULL)
IMC project (RED BULL)
 
Nike, inc & IMC
Nike, inc & IMCNike, inc & IMC
Nike, inc & IMC
 

Semelhante a Integrated marketing communication by manish badhiye

An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing CommunicationsAn Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communicationscharmi
 
Communication strategies
Communication strategiesCommunication strategies
Communication strategiesprince.surya
 
Unit1 marketing mix promotion
Unit1 marketing mix promotionUnit1 marketing mix promotion
Unit1 marketing mix promotionSubhajit Sanyal
 
Bus169 Kotler Chapter 12
Bus169 Kotler Chapter 12Bus169 Kotler Chapter 12
Bus169 Kotler Chapter 12Alwyn Lau
 
Integrated MarComm By MemberiID
Integrated MarComm By MemberiIDIntegrated MarComm By MemberiID
Integrated MarComm By MemberiIDAhmad Hariono
 
Managing integrated marketing communication
Managing integrated marketing communicationManaging integrated marketing communication
Managing integrated marketing communicationSaad Hossain Tapu
 
Integrated marketing
Integrated  marketingIntegrated  marketing
Integrated marketingShivam S
 
cooperate communication marketing
cooperate communication marketing  cooperate communication marketing
cooperate communication marketing tahamj1987
 
Marketing Communications
Marketing CommunicationsMarketing Communications
Marketing CommunicationsMuskanHooda5
 
India case study on bajaj
India case study on bajajIndia case study on bajaj
India case study on bajajvicky5jan
 
Promotions
Promotions Promotions
Promotions Henry K
 
Imc pr+ad
Imc pr+adImc pr+ad
Imc pr+adRbk Asr
 
Integrated marketingppt.pptx
Integrated marketingppt.pptxIntegrated marketingppt.pptx
Integrated marketingppt.pptxPreethi Kandula
 
Module 8 the promotional mix
Module 8  the promotional mixModule 8  the promotional mix
Module 8 the promotional mixJeVaughn Ferguson
 

Semelhante a Integrated marketing communication by manish badhiye (20)

An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing CommunicationsAn Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communications
 
Communication strategies
Communication strategiesCommunication strategies
Communication strategies
 
MARKETING-CH10
MARKETING-CH10MARKETING-CH10
MARKETING-CH10
 
Chap14 econ 161
Chap14 econ 161Chap14 econ 161
Chap14 econ 161
 
Mm unit 4point3
Mm unit 4point3Mm unit 4point3
Mm unit 4point3
 
Mm unit 4point3
Mm unit 4point3Mm unit 4point3
Mm unit 4point3
 
Unit1 marketing mix promotion
Unit1 marketing mix promotionUnit1 marketing mix promotion
Unit1 marketing mix promotion
 
Bus169 Kotler Chapter 12
Bus169 Kotler Chapter 12Bus169 Kotler Chapter 12
Bus169 Kotler Chapter 12
 
Imc
ImcImc
Imc
 
Integrated MarComm By MemberiID
Integrated MarComm By MemberiIDIntegrated MarComm By MemberiID
Integrated MarComm By MemberiID
 
Managing integrated marketing communication
Managing integrated marketing communicationManaging integrated marketing communication
Managing integrated marketing communication
 
9fms pp18
9fms pp189fms pp18
9fms pp18
 
Integrated marketing
Integrated  marketingIntegrated  marketing
Integrated marketing
 
cooperate communication marketing
cooperate communication marketing  cooperate communication marketing
cooperate communication marketing
 
Marketing Communications
Marketing CommunicationsMarketing Communications
Marketing Communications
 
India case study on bajaj
India case study on bajajIndia case study on bajaj
India case study on bajaj
 
Promotions
Promotions Promotions
Promotions
 
Imc pr+ad
Imc pr+adImc pr+ad
Imc pr+ad
 
Integrated marketingppt.pptx
Integrated marketingppt.pptxIntegrated marketingppt.pptx
Integrated marketingppt.pptx
 
Module 8 the promotional mix
Module 8  the promotional mixModule 8  the promotional mix
Module 8 the promotional mix
 

Mais de Manish Badhiye

PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYE
PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYEPESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYE
PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYEManish Badhiye
 
Public relations & publicity by manish badhiye
Public relations & publicity by manish badhiyePublic relations & publicity by manish badhiye
Public relations & publicity by manish badhiyeManish Badhiye
 
Promotion by manish badhiye
Promotion  by manish badhiyePromotion  by manish badhiye
Promotion by manish badhiyeManish Badhiye
 
Appropriation & ad agency by manish badhiye
Appropriation & ad agency   by manish badhiyeAppropriation & ad agency   by manish badhiye
Appropriation & ad agency by manish badhiyeManish Badhiye
 
Bom mcq for pune uni students by manish badhiye
Bom mcq for pune uni students by manish badhiyeBom mcq for pune uni students by manish badhiye
Bom mcq for pune uni students by manish badhiyeManish Badhiye
 
Targeting positioning by manish badhiye
Targeting positioning by manish badhiyeTargeting positioning by manish badhiye
Targeting positioning by manish badhiyeManish Badhiye
 
Product life cycle-by manish badhiye
Product life cycle-by manish badhiyeProduct life cycle-by manish badhiye
Product life cycle-by manish badhiyeManish Badhiye
 
Pricing by manish badhiye
Pricing by manish badhiyePricing by manish badhiye
Pricing by manish badhiyeManish Badhiye
 
Intro to-marketing-by manish badhiye
Intro to-marketing-by manish badhiyeIntro to-marketing-by manish badhiye
Intro to-marketing-by manish badhiyeManish Badhiye
 
B2 b marketing by manish badhiye
B2 b marketing  by manish badhiyeB2 b marketing  by manish badhiye
B2 b marketing by manish badhiyeManish Badhiye
 
kotak mahindra bank analysis by Manish Badhiye
kotak mahindra bank analysis by Manish Badhiyekotak mahindra bank analysis by Manish Badhiye
kotak mahindra bank analysis by Manish BadhiyeManish Badhiye
 
Britannia ppt by (Manish Badhiye) ,pune
Britannia ppt by (Manish Badhiye) ,puneBritannia ppt by (Manish Badhiye) ,pune
Britannia ppt by (Manish Badhiye) ,puneManish Badhiye
 
Cv format by manish badhiye
Cv format by manish badhiyeCv format by manish badhiye
Cv format by manish badhiyeManish Badhiye
 

Mais de Manish Badhiye (14)

PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYE
PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYEPESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYE
PESTLE ANALYSIS ON AUTOMOBILE INDUSTRY IN INDIA-BY MANISH BADHIYE
 
Public relations & publicity by manish badhiye
Public relations & publicity by manish badhiyePublic relations & publicity by manish badhiye
Public relations & publicity by manish badhiye
 
Promotion by manish badhiye
Promotion  by manish badhiyePromotion  by manish badhiye
Promotion by manish badhiye
 
Appropriation & ad agency by manish badhiye
Appropriation & ad agency   by manish badhiyeAppropriation & ad agency   by manish badhiye
Appropriation & ad agency by manish badhiye
 
Bom mcq for pune uni students by manish badhiye
Bom mcq for pune uni students by manish badhiyeBom mcq for pune uni students by manish badhiye
Bom mcq for pune uni students by manish badhiye
 
Targeting positioning by manish badhiye
Targeting positioning by manish badhiyeTargeting positioning by manish badhiye
Targeting positioning by manish badhiye
 
Product life cycle-by manish badhiye
Product life cycle-by manish badhiyeProduct life cycle-by manish badhiye
Product life cycle-by manish badhiye
 
Pricing by manish badhiye
Pricing by manish badhiyePricing by manish badhiye
Pricing by manish badhiye
 
Intro to-marketing-by manish badhiye
Intro to-marketing-by manish badhiyeIntro to-marketing-by manish badhiye
Intro to-marketing-by manish badhiye
 
B2 b marketing by manish badhiye
B2 b marketing  by manish badhiyeB2 b marketing  by manish badhiye
B2 b marketing by manish badhiye
 
kotak mahindra bank analysis by Manish Badhiye
kotak mahindra bank analysis by Manish Badhiyekotak mahindra bank analysis by Manish Badhiye
kotak mahindra bank analysis by Manish Badhiye
 
Britannia ppt by (Manish Badhiye) ,pune
Britannia ppt by (Manish Badhiye) ,puneBritannia ppt by (Manish Badhiye) ,pune
Britannia ppt by (Manish Badhiye) ,pune
 
Cv format by manish badhiye
Cv format by manish badhiyeCv format by manish badhiye
Cv format by manish badhiye
 
Ob mcq
Ob mcqOb mcq
Ob mcq
 

Último

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetaninfoobataborsi24
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintActionVictoria Gaitskell
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀Victoria Olsina
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionbzznbyd
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxGreg Jarboe
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024experienceprosarah
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfChristopher Ross
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyainfoobataborsi24
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfkassou kacem
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earningsabdullahspz0428
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxelizabethella096
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxelizabethella096
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Daydisenylurial
 

Último (20)

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintAction
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Day
 

Integrated marketing communication by manish badhiye

  • 2. 4p’s of marketing mix  Product  Price  Place  Promotion
  • 3.  Marketing communication is focused on promotion mix  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  • 4. What is communication?  Transmitting, receiving & processing information.  Communication occurs when the message that was sent reaches its destination in a form that is understood by the intended audience
  • 5. The communication Process Elements in the communication process Sender Encoding Decoding Receiver Response Feedback Noise Message Media
  • 6. Communication in marketing  Sender are the manufacturing or marketing companies  Intended audience is mainly customer internal or external  The idea is to convey the positive things about the product, brand or company  Intentions may be different like image, sale, revenue, profit or just to get attention
  • 7.  Encoding – putting thoughts into symbolic form  Message – Set of symbols  Media – communication channel  Decoding – The process by which receiver assign meaning to the symbol encoded by the sender  Receiver – The party receiving the message sent by another party  Response – The reaction of the receiver after being exposed to the message.
  • 8.  Feedback – The part of the receivers response communicated back to the sender.  Noise – The unplanned static or distortion during the communication process. 
  • 9. Senders field Receivers Field of experience of experience Sender Encoding Media Decoding Receiver Noise ResponseFeedback Message
  • 10.
  • 11. promotion  Promotion is the coordination of all seller initiated efforts to set up channels of information & persuasion in order to sell goods & services or promote an idea
  • 12.  Promotion compasses all the tools in the marketing mix whose major role is persuasive communication
  • 13. Elements of Promotion Mix Promotion Mix Advertising Direct marketing Interactive / Internet marketing Sales promotion Personal selling Publicity/ public relation
  • 14. AdvertisingAdvertising Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations AdvertisingAdvertising Personal SellingPersonal Selling Direct MarketingDirect Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales PromotionSales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix
  • 15. Communication or promotion tools  Advertising  Sales promotion  Public relations  Personal selling  Direct marketing
  • 16.  Interactive / internet marketing
  • 18.
  • 19. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  • 20. Advertising  Paid form- occasional exception PSA  Nonpersonal - involves mass media generally no opportunity for immediate feedback ( except direct response ad)  Used to create brand images and symbolic appeals for a company or brand
  • 21. Sales promotion  Short term incentives to encourage the purchase or sale of product or service.  Discounts  Coupons  Displays  Demonstrations Two Types-  Consumer-oriented – targeted to the ultimate user of a product /service  Trade-oriented - targeted towards marketing intermediaries
  • 22. Public Relation  Building good relations with the companies various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events.  Press releases  Sponsorships  Special events  Web pages
  • 23. Personal Selling  Personal presentation by the firms sales force for the purpose of making sales and building customer relationship  Sales presentations  Trade shows  Incentive programs
  • 24. Direct Marketing  Direct connection with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers  Catalog  Telemarketing  Kiosks
  • 26. Steps in Developing Effective Marketing Communication Identify the target audience Determine the communication objectives Design the message Choose the media Select the message source Collecting feedback
  • 28. IMC  The concept under which a company carefully integrates and coordinates its many promotion tools, sources, avenues to deliver a clear, consistent, and compelling message about the organization and its products.
  • 29. What is Integrated Marketing Communication  Integrated Marketing Communication is a simple concept. It ensures that all forms of communication and messages are carefully linked together.  At its most basic level, Integrated Marketing Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony.
  • 30. Reasons for the Growing Importance of IMC Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication Mass mediaMass media Specialized mediaSpecialized media Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance Concept Driven AppealsConcept Driven Appeals Data-driven marketingData-driven marketing Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensation Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability
  • 31. Reasons for the Growing Importance of IMC  Shifting of marketing dollars from media advertising to other forms of promotion , particularly consumer-and trade-oriented sales promotions.  A movement away from relying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems  A shift in marketplace power from manufacturers to retailers.  Rapid growth and development of database marketing.  Demand for a greater accountability from advertising agencies and the changes in the way agencies are compensated.  The rapid growth of the internet, which is changing the very nature of how companies do business and the way they communicate and interact with consumers.
  • 32. IMC Audience Contact Tools Broadcast media (TV/radio) Broadcast media (TV/radio) Print media (newspapers, magazines) Print media (newspapers, magazines) Public Relations/ publicity Public Relations/ publicity Internet/ interactive Internet/ interactive Direct marketing Direct marketing Sales Promotion Sales Promotion Product placements (TV and movies) Product placements (TV and movies) Events and sponsorship Events and sponsorship Word-of- mouth Word-of- mouth Point-of- purchase (displays, packaging) Point-of- purchase (displays, packaging) Personal selling Personal selling Out-of-home media Out-of-home media Target AudienceTarget Audience
  • 33. Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse the customers about company or brand images Increasing no of promotional tools & trends if not used to complement each other, the message is not effective creating chaos in customer’s mind
  • 34. Benefits  increases profits through increased effectiveness  create competitive advantage  boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase and profits, while saving money, time and stress.  Creates credibility & reduces risk in the mind of the buyer
  • 35. Continued…  nurture long term relationships with customers
  • 36. Factors affecting IMC programs In developing an IMC strategy, a company combines the promotional mix elements, balancing the strengths & weaknesses of each. Companies considers many factors in developing their IMC programs including  Type of product  Target market  Buyer decision process  PLC stage  Distribution channels
  • 37. What is an IMC plan?  A framework for developing, implementing & controlling the organization's integrated marketing communication programs & activities
  • 38. IMC Plan  It must : -  Evaluate the current situation  Determine the role of each promotion mix element  Develop the strategies for each promotion mix element  Plan for their implementation  Consider how to evaluate results
  • 39. IMC planning model Review of mktg plan Analysis of promotional program situation Analysis of communication process Budget determination Develop IMC program Direct Mktg Interactive/ Internet mktg Sales promotion PR/PublicityAdvtising PS
  • 40. Cntd.. Direct Mktg internet mktg S p PRAdvtising PS objectives objectives obj obj obj obj strategy strategy strategy strategy strategy strategy Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Msg &media strategy & tactics Sales message Strategy & sales tactics Integrate & implement mktg communication strategies Monitor, evaluate & control IMC program
  • 41. Review of marketing plan- it is a written document that describes the overall mkting strategy & programs developed for an organization Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Asses environmental influences Analysis of promotional program situation Internal analysis External analysis Analysis of communications process Analyze receivers response process Analyze source, message, channel factors Establish communications goals and objectives Budget Determination Set tentative marketing communications budget Allocate tentative budget Develop integrated marketing communications program
  • 42.  Integrate and implement Marketing communication Strategies Integrate promotion mix strategies create and produce ads Purchase media time , space, etc. design & implement direct marketing programs design & distribute sales promotion materials design & implement public relation / publicity programs design & implement interactive / internet marketing programs Monitor , Evaluate, and control IMC program. Evaluate promotional program results/ effectiveness Take measure to control and adjust promotional strategies
  • 43. Marketing and promotion process model