For BMW Describe how IMCs are employed to maintain a consist

For BMW..

Describe how IMC’s are employed to maintain a consistent message for this product, brand and/or family of products (color, logo, etc.). Do all of the promotional activities – including PACKAGING – support the concept of IMC’s? Discuss how they do or do not support them.

IMC Use/Message:

IMC Consistency/Examples/Discussion:

Solution

Ans - The IMC process generally begins with an integrated marketing communication plan that describes the different types of marketing , advertising and sales tool sthat will be used during campaigns. These are largely promotional tools which include everything from search engine optimization tactics and banner advertisements to webinars and blogs.

FOR BMW , The markters embarked ona aintense marketing capaign called IMC that gave rise to increase in traffic and interest in BMW Site. Through the IMC plan on the internet, the marketers were able to use a direct marketing channel to rach it to target audience. In addition , the type of distribution channel employed by the marketers on the BMW site was to perform the facilitating function where contact was made with buyers , the needs of the buyers were matched with the product and they had ideal communication stratergies to ensure effective information transfer.

When the marketers caters to the needs of customers and a positive perception of the brand has been created, the success of the product is inevitable .

Yes , All of the promotional activities support IMC because Integrated marketing communication ( IMC ) is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from “Marketing Mix”. Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different medium), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Although closely linked to Integrated Marketing Communications (IMC), it should not be confused with it.

There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen or support Integrated Communications.

a) Horizontal Integration occurs across the marketing mix and across business functions – for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers.

b) Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions.

c) Internal Integration requires internal marketing – keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on.

External Integration, on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution – a cohesive message – an integrated message.