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INTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

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Page 1: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

INTEGRATED MARKETING

Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

Page 2: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

WHAT IS INTEGRATED MARKETING

Definition

Integrated Marketing is based on a Consumer-Centricity

concept, integrating different marketing resources to

broadcast product information to customer in a

consistent goal and uniform image, so that making the

effort of marketing long-term and maximize. And it

focuses on the entire company perspective.

Group 6

Page 3: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

WHAT IS INTEGRATED MARKETING

Introduction

COMPANY

PRODUCT

CUSTOMER

MARKET ING

MARKETING STRATEGY INTEGRATION

• Briefly, It is a way to integrate marketing resources, making the communication between product and customer a high efficiency.

Group 6

Page 4: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

MARKETING TOOLS

Marketing Resources

Advertising public relation

promotion

direct selling

sponsorship

Experiential Marketing

corporate identity

(CI)

Fair

packaging

Mouth Publicity

E-Marketing

Group 6

Page 5: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

FEATURES

Consumer-Centricity

Resources integration

A single voice

Systematic

Group 6

Page 6: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN

The objectives of this campaign are to thwart McDonald’s entry into the coffee market aimed at increasing customer retention and brand loyalty especially the age group 18 – 34

The key content is that Starbucks offer you high quality coffee, committed baristas and a welcoming environment with just pay more one dime

Traditional and non-traditional media work together to emphasize an integrated marketing strategy, mostly focus on print, internet, outdoor

Group 6

Page 7: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN

Print Traditional advertising

includes print ads in eight national magazines.

Such as Elle, Glamour, Women’s health and GQ.

Give customers the real and physical feeling of Starbucks

Newspaper is also a large portion of print strategy especially on the college newspaper.

Group 6

Page 8: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN

Internet Connecting with customers

on the internet is crucial because of the sheer amount of time spent and number of sites 18 to 34 year olds visit everyday.

Group 6

Page 9: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN Outdoor

Include posting, ads on bus and bus stops, and billboards are targeted in most big cities that deliver the information.

These ads attract the attention of customers who commute to work and home.

Group 6

Page 10: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

CASE: STARBUCKS ‘NOTE TO SELF’ CAMPAIGN

In store promotions

Welcome packets

Leaflet distribution

Radios

Emails

Group 6

Page 11: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

Service Profit Chain

Five Forces Model of Industry Attractiveness

SWOT

Extended theories of IM

Group 6

Page 12: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

SERVICE-PROFIT CHAIN

Employee

Customer satisfaction

Customer loyalty

Profitability

Integrated marketing (IM) is a management strategy focuses on Stakeholders, employees and customers

• Customer loyalty drives profitability

• Customer satisfaction drives loyally

• Satisfied is not enough for loyalty

• What makes customers very satisfied?

Group 6

Page 13: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

Suppliers

Buyers

Substitutes

Potential entrants

Industry competitors

Five Forces Model

• Stakeholders and influencers

Five Forces Model of Industry Attractiveness

Group 6

Page 14: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

SWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

Group 6

Page 15: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

IMPLEMENTATION STEPSSTEP1 •Identify potential integration marketing deals

STEP2 •Conduct proof of concept testing

STEP3 •Strike your first deal

• Duplicate and scaleSTEP4

Group 6

Page 16: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

WHAT IS INTEGRATED MARKETING COMMUNICATION

IMC is the coordination and integration of all marketing

communication tools, avenues, functions and sources

within a company into a seamless program that

maximizes the impact on consumers and other end

users at a minimal cost.

Group 6

Page 17: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

THE DIFFERENCE BETWEEN IM AND IMC

IM: It is concerned with alignment and focus of the whole organization.

IMC: It aims to ensure consistency of message and the complementary use of media.

Group 6

Page 18: I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

THANK YOU!!!Group 6