1. IMC - Prof. Rajesh Satpathy

2. Introduction
Building good customer relationships calls for more than just
developing a good product, pricing it attractively, and making it
available to target customers.
Companies must also communicate their value propositions to
customers, and what they communicate should not be left to
chance !!!chance !!!
All communications must be planned and blended into carefully
integrated programs. Just as good communication is important in
building and maintaining any kind of relationship, it is a crucial
element in a company’s efforts to build profitable customer
relationships.

3. What do we mean by IMC?
Integrated Marketing Communications (IMC) is carefully
integrating and coordinating the company’s many
communications channels to deliver a clear, consistent, and
compelling message about the organization and its products.

4. Sony Bravia Print Ad

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6. Sony Internet TV Print Ad

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8. Sony @ Consumer Fair, Rio de Janeiro

9. Sony @ Consumer Fair, Rio de Janeiro

10. Integrated Marketing Communications
So, Integrated Marketing Communications (IMC) is a customer
centric, data driven method of communicating with the
customers. 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.
This management concept is designed to make all aspects of
marketing communication such as advertising, sales promotion,
public relations, and direct marketing work together as a unified
force, rather than permitting each to work in isolation.

11. Integrated Marketing Communications
Integrated marketing communications (IMC) is a process for
managing customer relationships that drive brand value primarily
through communication efforts.
Such efforts often include cross-functional processes that create
and nourish profitable relationships with customers and other
stakeholders by strategically controlling or influencing allstakeholders by strategically controlling or influencing all
messages sent to these groups and encouraging data-driven,
purposeful dialog with them.

12. Integrated Marketing Communications
IMC includes the coordination and integration of all marketing
communication tools, avenues, and sources within a company
into a seamless program in order to maximize the impact on end
users at a minimal cost.
This integration affects all firm's business-to-business, marketing
channel, customer-focused, and internally directedchannel, customer-focused, and internally directed
communications.
Integrated Marketing Communications is a simple concept. It
ensures that all forms of communications and messages are
carefully linked together.

13. What is promotion mix?
A company’s total promotion mix (also called its marketing
communications mix) consists of the specific blend of advertising,
public relations, personal selling, sales promotion, and direct
marketing tools that the company uses to persuasively
communicate customer value and build customer relationships.
“The promotion mix is the marketer’s bag of tools for“The promotion mix is the marketer’s bag of tools for
communicating with customers and other stakeholders. To deliver
a clear and compelling message, these tool must be carefully
coordinated under the concept of integrated marketing
communications”.

14. What is promotion mix?
Definition:
“Promotion mix (or marketing communications mix) are the
specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer
relationships ” .

15. What is promotion mix?
The five major promotion tools are de-fined as follows:
• Advertising : Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor.
• Sales promotion : Short-term incentives to encourage the
purchase or sale of a product or service.
• Personal selling: Personal presentation by the firm’s sales force
for the purpose of making sales and building customer
relationships.

16. What is promotion mix?
• Public relations: Building good relations with the company’s
various publics by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable rumors,
stories, and events.
• Direct marketing: Direct connections with carefully targeted
individual consumers to both obtain an immediate response andindividual consumers to both obtain an immediate response and
cultivate lasting customer relationships.

17. Promotion Mix
Each category involves specific promotional tools used to
communicate with customers.
For example, advertising includes broadcast, print, Internet,
outdoor, and other forms. Sales promotion includes discounts,
coupons, displays, and demonstrations.
Personal selling includes sales presentations, trade shows, and
incentive programs. Public relations (PR)includes press releases,
sponsorships, special events, and Web pages.
And direct marketing includes catalogs, telephone marketing,
kiosks, the Internet, mobile marketing, and more.

18. Promotion Mix
At the same time, marketing communication goes beyond these
specific promotion tools. The product’s design, its price, the shape
and color of its package, and the stores that sell it all
communicate something to buyers.
Thus, although the promotion mix is the company’s primary
communications activity, the entire marketing mix- promotion andcommunications activity, the entire marketing mix- promotion and
product, price, and place must be coordinated for greatest
communication impact.

19. The new Marketing Communications Model
Today, however, marketing managers face some new marketing
communications realities. Perhaps no other area of marketing is
changing so deeply as marketing communications, creating both
exciting and anxious times for marketing communicators.
In recent times marketing strategies are changing. As mass
markets have fragmented, marketers are shifting away from massmarkets have fragmented, marketers are shifting away from mass
marketing… more and more, they are developing focused
marketing programs designed to build closer relationships with
customers in more narrowly defined micro-markets.

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21. The new Marketing Communications Model
Sweeping advances in communications technology are causing
remarkable changes in the ways in which companies and
customers communicate with each other. The digital age has
spawned a host of new information and communication tools
from smart-phones and iPods to satellite and cable television
systems to the many faces of the Internet (e-mail, social networks,
blogs, brand Web sites, and so much more).blogs, brand Web sites, and so much more).
These explosive developments have had a dramatic impact on
marketing communications. Just as mass marketing once gave rise
to a new generation of mass-media communications, the new
digital media have given birth to a new marketing
communications model.

22. The new Marketing Communications Model
Although television, magazines, newspapers, and other mass
media remain very important, their dominance is declining. In
their place, advertisers are now adding a broad selection of more
specialized and highly targeted media to reach smaller customer
segments with more personalized, interactive messages.
The new media range from specialty cable television channels,The new media range from specialty cable television channels,
DTH and made-for-the-Web videos to Internet catalogs, e-mail,
blogs, cell phone content, and online social networks.
In all, companies are doing less broadcasting and more
narrowcasting.

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24. Thank You.