04-05-2012, 04:19 PM
IMC PLAN OF VOLKSWAGEN, AD CAMPAIGN OF NEW VOLKSWAGEN VENTO
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INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communications (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. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels.
Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV.
Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, promotion and public relations).
Integrated marketing communication is integration of all marketing tools and resources within a company to impact consumers, and maximize profit at minimal cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different media), 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.
Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach.
The starting point of the IMC is the marketing mix (Product, Price, Promotion, and Place) which involves different types of marketing, advertising and sales. Without a complete IMC plan there is no integration or harmony among client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers.
In order to achieve such goal a marketing plan is created which consists on the following steps: 1. Situation Analysis
2. Marketing Objectives
3. Marketing Budget
4. Marketing Strategies
5. Marketing Tactics
6. Evaluation of performance.
IMC TOOLS:
Advertising:
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.
Sales promotions:
Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.
Public relations (PR):
Public relation (PR) is the practice of managing communication between an organization and its publics. It is a marketing communication function that deals with the public issues encountered by firm across a wide range of constituents.
It is a management function that has its primary responsibility of communicating and gaining acceptance of the organization’s policies and programmes within various communities. Publicity is an important component of Public relation.
About Volkswagen
The name “Volkswagen” in German means “peoples car”. Thus Volkswagen is a German Automobile company making world class cars.
Volkswagen Europe’s most successful car brandis globally represented by 9 brands- Audi, Bentley, Bugatti, Lamborghini, Scania, Seat, Skoda, Volkswagen Commercial Vehicles (Volkswagen Nutzfahrzeuge) and Volkswagen Passenger Cars. The product range extends from low-consumption small cars to luxury class vehicles and trucks. The Group operates 60 production plants around the world. In total more than 370,000 employees produce more than 26,600 vehicles or are involved in vehicle-related services each working day.