Integrated marketing communications in companies

Integrated Marketing Communications in companies

Made by:Solovyeva Tatiana

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Definition IMC combine

new, and traditional media marketing tools and tactics to connect with consumers across multiple platforms. The goal of an IMC is to integrate brand messaging across channels and to increase market and brand awareness, eventually resulting in financial benefits. 

IMC of Coca-CocaIMC of Coca-Coca

• Coca cola uses IMC in order to communicate with its target. • It’s the pioneer company in 360 degree communications as

they rapidly understood they had to get in touch with consumers to create links & to look for them wherever they are.

• The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca cola is willing to be close to its consumers, to be part of the daily life, for that they use social marketing to create emotions and affiliation with consumers.

• Also it always focuses on fun & entertainment as it is the main message they want to deliver. They adopt their message to target market based on some values: sharing happiness, fun, tradition of coke

The Promotional Mix: The Promotional Mix: Tools Of IMC Tools Of IMC

AdvertisingAdvertising

Print mediaPrint mediaPoint of Sale & Point of purchase Point of Sale & Point of purchase (POS & POP) Materials(POS & POP) Materials

Outdoors

TV Commercials

Direct Marketing• First, the company forms partnership with various

restaurants, movie theaters, hotels etc. to carry its product.

• This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. e.g. McDonalds. 

• Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc.

Interactive/Internet Interactive/Internet Marketing Marketing

• The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community. 

• Also in the modern era of communication and networking, the company uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers. A dedicated section is created on YouTube to see its videos.

• The internet marketing thus helps to reach to those consumers who can‟t afford to spend time on T.V and are always online

IMC of P&GIMC of P&G• Organizational culture • Advertising • Online/internet marketing • E-commerce • Search engine optimization (SEO) • Search engine marketing (SEM) • Mobile Marketing • Email marketing • Social Media ( Facebook, Twitter, LinkedIn, Google +,

Foursquare, Pinterest, Youtube, Wikipedia, Instagram) • Sales & customer service • Public Relations • Promotions • Trade shows

Promotion Strategy 

• Media • Radio • Hoardings • Consumer promotion • Fragrance oriented and eco friendly Newspaper • Various promotional offers

• P & G is spending 30-35 % of its sales in Advertisement and Promotion which is highest in the industry