How is the concept of Integrated Marketing Communication working for the brand?
Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness.
Let us go through various components of Integrated Marketing Communication:
Communication Tools - Communication tools include various modes of promoting a particular brand such as advertising, direct selling, promoting through social media such as Facebook, twitter, Orkut and so on. Q-Mobile also uses such tools for example free giveaways on TV shows, sponsoring shows, approaching organizations, creating huge buzz on social media.
The Foundation - As the name suggests, foundation stage involves detailed analysis of both the product as well as target market. Similarly, Q-Mobile before entering into the market knew the needs of the customers so they designed their product accordingly and also they read the target market first because product must be a reflection of what the target market is demanding. So, it is essential for marketers to understand the brand, its offerings and end-users.
Integration Tools - Organizations need to keep a regular track on customer feedbacks and reviews. You need to have specific software like customer relationship management (CRM) which helps in measuring the effectiveness of various integrated marketing communications tools.
The Corporate Culture - The features of products and services ought to be in line with the work culture of the organization. Every organization has a vision and it's important for the marketers to keep in mind the same before designing products and services. Like Q-Mobile had the vision of providing the best quality and features phone at a very low price so they designed and marketed their product according to their vision.
Consumer Experience - Marketers need to focus on consumer experience which refers to what the customers feel about the product. Bringing the product in the market without anticipating how the consumers will react to it is not a good option, this is why Q-Mobile also conducted research and surveys before bringing the product because introducing a product which are already being sold by grand companies is not easy, so proper study must be done.
Promotional Tools - Brands are promoted through various promotional tools such as trade promotions, personal selling and so on. Organizations need to strengthen their relationship with customers and external clients. Like, Q-Mobile provides offers and reduces its price to promote it not only it is for the end user but for wholesalers and retailers also which helps maintain good relationships.
Provide a detailed understanding of how a message is designed and communicated: who are the various people involved? How are conflicts in ideas and interests managed?
5 Steps to Design Marketing Message
STEP 1 – Identify your target market.
The first step starts out by asking, “Who is my target market?” Once you have narrowed this down then it's easier to craft a message to that market.
In case of Q-Mobile, all the smart phone users.
STEP 2 – Identify the problems that your target market experiences.
The second step starts by asking, “What problems do my target market have and how does it make them feel?”
Each market experiences its frustrations and pains. The secret to crafting a marketing message that will make your market sit up and listen is to identify their problem and the pain and suffering they feel as a result of that problem.
In case of Q-Mobile, the problem was that cheap smartphones were not available in the market.
STEP 3 – Present your solution to your market's problem.
The third step starts by asking, “What is the solution that I have to offer my prospect?
Present your solution as a simple cure for all the pain and suffering your market is feeling as a result of their problem. This step is important in that most people won't lift a finger unless they feel an urgent excruciating pain.
In case of Q-Mobile, Q-Mobile introduced cheap mobile phones.
STEP 4 – Present the results you've produced for other people in the same situation.
The fourth step starts by asking, “What are the results that my solution has produced?”
It's not enough just to tell people you have a solution; you have to prove to them that your solution works. And you can talk all day about how you solved this and that problem, but people are skeptical and don't automatically believe you.
The result was satisfying in case of Q-Mobile, with the low price, quality was not compromised. Proper control was kept on quality as well.
STEP 5 – Explain what makes you different from your competitors.
The fifth step starts by asking, “How am I different from my competitors?”
You need to communicate your differences!
Prospects are looking for you to communicate your differences. And those differences need to have perceived value to the prospect. It needs to be something they care about.
In case of Q-Mobile, Q-Mobile is offering best quality and lowest price.
There are various way through which marketing message is communicated, below are the listed ways:
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Direct marketing
6. Interactive marketing
7. Word-of-mouth marketing
8. Personal selling
Q-Mobile at different situations make different mix of all these ways, because if we keep using the same mix every time the message won't be effective. So, with changing situations some of the ways are given with more importance and some with less in order to convey the message effectively.
Conflicts in ideas and interests during the preparation of marketing message are managed through discussion and then reaching to some sort of consensus. But the question arises which idea to prefer? The ideas which reflect consumer's demands are more preferred and the ways through which we can enter into the minds of the consumers and build some good perception about our product are mostly considered and applied.
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