IMC_S2
Who are the Key Players?
There are four categories:
1. Marketers
2. Marketing partners
3. Suppliers and vendors
4. Distributors and retailers
Brand Value:
Brand value comes in two forms:
◦ Its value to a consumer
◦ Its value to the corporation
Brand Equity:
Brand equity is the intangible value
of the brand based on the
relationships with its stakeholders as
well as its intellectual property value.
Examples:
BRAND EQUITY: BRAND VALUE:
Walmart’s slogan was “Always Low Prices.” Levi Strauss & Co. has been actively involved in
initiatives related to sustainability and clothing
Cost-effective supply chain management recycling, which directly impact its brand
process and minimized its operating costs. value.
Increase in sales
CSR activities
Example:
Abercrombie &
Fitch
Brand Communication:
Brand communications refers to tactics, such as advertising and social media, that companies use to
communicate to existing and potential customers.
Why Brand
Communication
?
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The Marketing Mix:
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IMC MIX:
Integrated Marketing Mix (IMM) refers to coordinating and harmonizing various elements of the
marketing mix to deliver a unified and consistent message to the target audience.
IMC Mix tools:
Functions:
Advertising brand awareness, influence consumer attitudes, drive purchase behavior.
Sales Promotion encourage trial, repeat purchases, and brand switching
Public Relations enhances brand credibility, positive publicity, manages crises effectively
Direct Marketing interaction with consumers, personalized messaging, customer feedback
Personal Selling effective in high-involvement purchases and B2B markets.
Digital Marketing brand visibility, interactive communication, online engagement and conversions
Sponsorship and Events reinforce brand values and generate buzz through experiential marketing
Mobile marketing Using mobile tracking technologies deliver relevant and targeted messages,
offers, and promotions
Brand Communication
in a Time of Change
Brand Relationship Strategies
Relationship building programs shift the strategy from one-time purchases to repeat purchases
and long-term brand loyalty.
Brand relationship programs involve all the brand’s critical stakeholders.
Example: Airbnb
Word-of-Mouth Marketing
Word-of-mouth communication has emerged because of its inherent
persuasiveness.
You tend to believe what you hear from a friend, family member, or other
important person in your life.
Viral marketing refers to information spread quickly on the Internet through a
wide network of contacts.
Example: Forever21
Global Marketing:
An international brand is available in many different countries.
A global brand is available virtually everywhere in the world.
Examples:
Here are a few brands that represent different types
of geographical marketing strategies.
As a class: See if you can identify each of these.
Convergence:
The phenomenon where brands/media/marketing techniques collaborate or align
their messaging, values, or marketing efforts.
This collaboration aims to leverage each brand's strengths and appeal to shared
target audiences. .
Example: Apple Watch Nike+
Case of failure:
Background: Tata Motors launched the Tata Nano in 2008 aiming to redefine the automotive
market with an affordable car accessible to the masses. By 2012, Tata Motors partnered with
Fiat Chrysler Automobiles (FCA), renowned for its upscale Fiat vehicles.
Challenge: Initially marketed as the "world's cheapest car," the Tata Nano struggled to shift
consumer perception from affordability to safety and reliability, failing to meet evolving
consumer preferences. Meanwhile, Fiat's premium image clashed with Nano's budget-friendly
positioning, confusing consumers about the brand's value. Despite efforts to rebrand Nano as a
family-friendly vehicle, sales remained disappointing amid intense competition from established
brands like Maruti Suzuki and Hyundai.
Outcome: Ultimately, the collaboration failed to capitalize on each brand's strengths, leading to
brand dilution, consumer skepticism, and a lack of market traction.
Diversity:
Marketing programs and marketing communication are becoming more socially
inclusive.
Ethnicity is equally important.
A 2015 Google study concluded that messages about diversity and equality have
widespread impact.
Brands are held accountable for their stance on political and social issues.
Example: Barbie
Interactive and Experiential Marketing:
Virtual reality (VR) and augmented reality (AR) are used to create immersive brand experiences
that captivate and engage consumers.
Data driven marketing:
Brands utilize analytics to measure campaign effectiveness, optimize strategies in real-time, and
drive ROI.
Case study: Netflix
Netflix relies heavily on data-driven marketing to enhance user experience, personalize content
recommendations, and optimize customer engagement.
Netflix collects vast amounts of data from user interactions, including viewing habits, search history,
ratings, and device preferences.
Using data insights, Netflix delivers highly personalized content recommendations to each user.
Tailored content and user experience improve customer satisfaction and loyalty.
