1. Integrated Marketing Communication Planning
LECTURE-16
Integrated Marketing Communication Planning

2. Chapter Questions How does IMC planning work?
What are the 6 steps in the process?
Why is internal marketing important?

3. IMC is like an orchestra
Chapter Perspective
IMC is like an orchestra
Musical score guides all the members of the orchestra to play together
IMC plan guides all the members of an organization to work together

4. Opening Case: GMC Envoy+ +

5. Opening Case: GMC Envoy
Challenge:
Answer:
Results:
Create an appealing identity for new vehicle
IMC program featuring:
Direct mail campaign with unique “2 brothers” theme with no GMC branding
Sweepstakes with free 2 year lease
Follow-up letters from local dealers
10.5 percent response rate
4,162 Envoy sales attributed to campaign
40 marriage proposals for the fictitious “2 brothers”

6. IMC Planning Starts at Zero
Zero-based planning
A process that determines objectives and strategies based on current brand and marketplace conditions

7. Tales From the Real World
In the real world, many organizations pay lip service to “zero-based” planning or ignore it completely.
Why? It’s human nature. It is simply much easier and less time consuming to find last year’s plan, dust it off, make a few minor changes, and present it as a new plan.
There’s only one problem: last year’s SWOTs may no longer apply. As a result, the new plan may be addressing old issues—and wasting marketing dollars.

8. Reasons for IMC Planning
Provides a Rational Process
Provides a Rational Process
Informs Everyone of Expectations
Informs Everyone of Expectations
IMC Planning Reasons
Ensures That the Program Is Integrated
Ensures That the Program Is Integrated
Helps Identify Budget
Creates a Benchmark for Measuring Results
Helps Identify Budget

9. Typical Results: An Annual Campaign
A set of MC messages with a common theme that runs for a specified period of time to achieve certain MC objectives.

10. Where it Fits in the Organization
Business Plan:
Focused on the profits and brand equity
Corporate Level
Department Plan:
Marketing operations/ production, human resources
Department Level
MC Level
IMC plan:
Advertising, publicity, sales promotion, events and sponsorships, direct response

11. What Are the 6 Steps in the Process?
Step 1: Identify Target Audiences
Step 1: Identify Target Audiences
Step 2: Analyze SWOTs
Step 2: Analyze SWOTs
Step 3: Determine MC Objectives
Step 3: Determine MC Objectives
Step 4: Develop Strategies and Tactics
Step 4: Develop Strategies and Tactics
Step 5: Set the Budget
Step 5: Set the Budget
Step 6: Evaluate Effectiveness

12. What types of products target you, as a college student?
Think About It
What types of products target you, as a college student?

13. Insight: The 4 Cs
Some marketers think of the 4Cs in addition to the 4Ps:
1) Consumers: Ask consumers how your brand compares to competitors
2) Cost: Ask consumers how they perceive the cost of your brand vs. competitors
3) Convenience: Ask consumers how convenient it is to locate and buy your brand vs. competitors
4) Communication: Ask consumers if they are getting what they need to make the best buying decision

14. IMC In Action: Snapple

15. IMC In Action: Snapple Challenge: Answer: Results:
Rebuild Snapple’s brand appeal
An IMC campaign featuring:
Advertising using a wacky campaign about maturing fruit aimed at young people
A virtual community called “Snappleton”
Too early to tell

16. Why is Internal Marketing Important?
A critical responsibility of marketing
Interpreting the needs of the customer and the marketplace and bringing that information to all departments

17. Why is Internal Marketing Important?
Informing Employees
Example: company intranet for employees
Empowering Employees
Example: authorizing employees to make decisions on their own to help customers
Listening to Employees
Example: encouraging everyone to suggest better ways of dealing with customers

18. IMC In Action: HP SoftBench

19. IMC In Action: HP SoftBench
Challenge:
Answer:
Results:
Create an appealing brand identity
An IMC program featuring:
The “We Understand” theme executed in:
Print advertising
3 direct-mail pieces
Trade-show handout
Integrated into website
Successful introduction of SoftBench

20. Final Note:
In order to create a true customer focus throughout the company, everyone must play from the same score: an integration-driven marketing communication plan

21. Bibliography Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
Strategic Marketing Management – Meeting The
Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Principles of Marketing by Philip Kotler & Gary Armstrong
Thirteenth Edition, Published by Prentice Hall

22. "You have to believe in yourself when no one else does.
The End:
"You have to believe in yourself when no one else does.
That's what makes you a winner." Venus Williams