Marketing Strategy and the IMC

An integrated marketing communications programs is essential for the success of any strategic plan and any marketing campaign. All the elements of the marketing mix constitute the marketing plan of a company, and must be consistent in a strategic plan that results in an integrated marketing communications program. Following is a framework for analyzing how promotion fits into an organization’s marketing strategy and programs.

This model consists of four major elements:

1.     The organization’s marketing strategy and analysis

2.     The target marketing process

3.     The marketing planning program development (which includes the promotional mix)

4.     The target market

As per the model, the marketing process starts with the development of a marketing strategy and analysis. Here in, the company decides upon the product or service it will be offering along with the markets where it will be offered. The company then needs to chalk out a comprehensive strategy to decide upon the constituting elements of the marketing mix so as to reach out to the target customers effectively. It is to be noted that a company’s promotion program is not only directed to end consumer but also to the different channel partners in the supply chain of the product, as they are the ones responsible for delivering the products to the end consumer. These channel or “trade” members must be convinced about the demand for the company’s products, for them to carry out the promotional activities effectively. Promotions play an important role in the marketing program for building and maintaining demand not only among final consumers but among the trade as well.

As Figure shows, the development of a marketing program requires an in-depth analysis of the market. This is necessary to gauge the needs and requirements of the end customers and thus to deliver the products which satisfies that, and also to communicate the values and benefits of such product offerings. This analysis is based upon extensive use of marketing research, which serves as an input into the planning process. This input, in turn, provides the basis for the development of marketing strategies constituting of four P’s viz. product, place price and promotion. Each of these steps requires a detailed analysis, since this plan serves as

the road map for achieving marketing goals. It is only after the completion of this detailed market analysis and the drafting of the objectives that each element in the marketing mix can contribute to the comprehensive integrated marketing program. The integrated marketing communication plan is thus designed in a way which clearly communicates these aspects of the marketing mix to the consumer. And it is to say beyond any doubt, that the promotional program element must be combined with all other program elements in a way which maximizes the impact.

For instance, the following advertisement of Lakme exhibits the two aspects of the marketing mix, product and price. The advertisement describes the features of the product and also the price which has been kept at 150 Rs.

The following advertisement of Apple tells about the place element of the marketing mix by providing a link which displays the list of all the apple stores in India.

The following advertisement of Lakme tells about a promotional exchange offer for Lipsticks.