Integrated Marketing Communication

IMC – Session 1,2
Learning Objectives
LO1 – The Promotional Mix
LO2 – Role of Marketing Communications in Marketing
LO3 – Evolution and Importance of IMC
LO4 – Economic and Creative Justification of Mktg Communications
Case Study - Titan

IMC – Session 1,2
IMC
Integrated – Combination of something
Marketing – Relates to marketing
Communication – It is a communication
IMC – Session 1,2 - LO1
The Promotional Mix
Advertising Direct Marketing
Publicity Product Placement in media
Public relations Sponsorship / CSR
Personal Selling Packaging
Sales Promotion
Internet Marketing
Marketing Communication through Print Ads
IMC – Session 1,2 – LO2
Role of Marketing Communications in Marketing
 Definition 1: IMC is a process for planning, executing & monitoring

the brand messages that create customer relationships
-Duncan, Principles of Advertising & IMC, 2005:17
 Definition 2 – IMC is the coordination and integration of all

marketing communication tools, avenues, and sources within a
company into a seamless program that maximizes the impact on
consumers and other end users at a minimal cost
-Clow & Baack, 2007, p. 8
Impact of IMC
The goal of IMC
Benefits of IMC
Changed focus of IMC


Impact of IMC
IMC impacts all:
Business-to-business (B2B) interactions – e.g. Suppliers
Marketing channel communications – e.g. Retailer relations
Customer-focused communications
Internally directed communications – internal communication


The goal of IMC
IMC builds Brands
It creates Brand Equity: the intangible value of a brand – value

added to a product or service that derives from a perception in
customer’s minds
-Duncan, 2005, p. 8
Brands increase profits


Benefits of IMC
It creates Brand differentiation
Accountability within a firm
Trust among consumers
Effective in cutting through message clutter


Changed focus of IMC
From ‘one way communication’ to ‘two way communication’ with

customers
From ‘winning new customers’ to ‘building lasting relationships with

customers’
From ‘advertising and promotions only’ to ‘use of multiple forms of

communication’
Minimal
Evolution and Importance of IMC Communication
Evolution of IMC
The Production Concept – [Early 1900 – Late 1920]
The idea that consumers will favour products which are available and
Highly affordable
The Product Concept – [Short lived Concept – Early 1930s]
The idea that consumers will favour the product which has quality,
performance and fine features
The Selling Concept – [Late 1930s – Early 1960s]
The idea that consumers will not buy enough products unless the
organization undertakes large scale selling and promotion effort
The Marketing Concept – [Late 1960s Onwards]

Determining needs and wants of the customers and delivering the
satisfaction required by the customer
IMC
Evolution and Importance of IMC

Evolution of IMC
From Mass Marketing using Mass Media
To
Relationship Marketing using Integrated Marketing

Communication encouraging interaction
Some vintage print ads




Evolution and Importance of IMC

Importance of IMC
Parameter From Towards

Communication Media Advertising Multiple forms of Communication
Media Mass Specialized

Dominance Manufacturer Retailer
Focus General Information Based
Compensation Traditional Performance based
Internet Absent Widely available

Economic and Creative Justification of Mktg Communications

Economic Justification
IMC is a costly business – Media space is expensive
For Economic Justification following needs to be addressed

Who is my target audience
Need analysis
Alternatives available – Competition
Your own product position and brand position
Your value proposition
Potential analysis – Market research
Reach and Frequency
Economic and Creative Justification of Mktg Communications

Creative Justification
This deals with message
Message needs to be uniform
Creativity needs to be neutral to address culturally diverse

audiences
The medium / media to be selected will depend on creativity in

communication (other imp. aspects being target and budget)
Case Study – Titan
Details
Started in 1984 as a JV between Tata Group and Tamil Nadu
Industrial Development Corporation
Fifth largest own brand watch company in world
Brands :
Titan watches
Sonata, a value brand
Fastrack, a youth brand
Tanishque, jewellery brand started in 1995
Gold Plus, jewellery brand for semi-urban and rural India
Licensee of Tommy Hilfiger, FCUK, Timberland, Police & Swiss
watches – Xylys
Zoya – Luxury retail jewellery stores
Eyewear – Frames of Levis, Esprit, Hugo Boss and Titan, Eye+
and Dash for children
Details Continued…
Sold 15 crore watches so far and manufactures 1.5 crores per year
1200 exclusive retail outlets, totaling to 16 lakh square feet space
Presence in 220 towns in India
400 exclusive ‘World of Titan’ and ‘150’ Fastrack showrooms
740 after sales service centers
160 Tanishque botiques, 2 Zoya stores, 30 Gold Plus stores
300 Titan Eye+ stores
700 Employees, 12 manufacturing units

Vision
We create elevating experiences for the people we touch and
significantly impact the world we work in
Mission
We will do this through a pioneering spirit and a caring, value-driven
culture that fosters innovation, drives performance and ensures the
highest global standards in everything we do.
Values and Standards

Total customer orientation
Customers take precedence over all else, always.

Titan Company Share Prices at NSE 2000-2017 (Rs. 5 to 520)

Integrated Marketing Communication

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IMC – Session 1,2

LO1 – The Promotional Mix

LO2 – Role of Marketing Communications in Marketing

LO3 – Evolution and Importance of IMC

LO4 – Economic and Creative Justification of Mktg Communications

Case Study - Titan

Integrated – Combination of something

Marketing – Relates to marketing

The Promotional Mix

Advertising Direct Marketing

Publicity Product Placement in media

Public relations Sponsorship / CSR

Personal Selling Packaging

Role of Marketing Communications in Marketing

 Definition 1: IMC is a process for planning, executing & monitoring

 Definition 2 – IMC is the coordination and integration of all

Role of Marketing Communications in Marketing

The goal of IMC

Changed focus of IMC

Role of Marketing Communications in Marketing

IMC impacts all:

Business-to-business (B2B) interactions – e.g. Suppliers

Marketing channel communications – e.g. Retailer relations

Internally directed communications – internal communication

Role of Marketing Communications in Marketing

IMC builds Brands

It creates Brand Equity: the intangible value of a brand – value

Brands increase profits

Role of Marketing Communications in Marketing

It creates Brand differentiation

Accountability within a firm

Trust among consumers

Effective in cutting through message clutter

Role of Marketing Communications in Marketing

From ‘one way communication’ to ‘two way communication’ with

From ‘winning new customers’ to ‘building lasting relationships with

From ‘advertising and promotions only’ to ‘use of multiple forms of

The Marketing Concept – [Late 1960s Onwards]

Evolution and Importance of IMC

From Mass Marketing using Mass Media

Relationship Marketing using Integrated Marketing

Some vintage print ads

Some vintage print ads

Some vintage print ads

Some vintage print ads

Evolution and Importance of IMC

Parameter From Towards

Media Mass Specialized

Compensation Traditional Performance based

Internet Absent Widely available

Economic and Creative Justification of Mktg Communications

IMC is a costly business – Media space is expensive

For Economic Justification following needs to be addressed

Economic and Creative Justification of Mktg Communications

This deals with message

Message needs to be uniform

Creativity needs to be neutral to address culturally diverse

The medium / media to be selected will depend on creativity in

Fifth largest own brand watch company in world

1200 exclusive retail outlets, totaling to 16 lakh square feet space

Presence in 220 towns in India

400 exclusive ‘World of Titan’ and ‘150’ Fastrack showrooms

740 after sales service centers