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MARCOM CHALLENGES

MARCOM CHALLENGES. WHAT IS I M C?. THREE – FOLD STEP Research for the appropriate idea / concept Determine mix of traditional + social media Determine the appropriate weight of each medium to reach the right people in the right places at the right times. THE I M C EVOLUTION – 1.

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MARCOM CHALLENGES

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  1. MARCOM CHALLENGES

  2. WHAT IS I M C? THREE – FOLD STEP • Research for the appropriate idea / concept • Determine mix of traditional + social media • Determine the appropriate weight of each medium to reach • the right people • in the right places • at the right times

  3. THE I M C EVOLUTION – 1

  4. THE I M C EVOLUTION – 2 All 4 P’s

  5. THE REAL CHALLENGE Walt Disney was using “synergy” in the 1960s to drive the Disney company forward Not only does the right hand of a marketing group often not know what the left hand is doing – most of the time they end up arm wrestling

  6. HIGH IMPACT TOUCH POINTS PRE-PURCHASE EXPERIENCE Word of Mouth Web Site Brand – Customer Relationship Advertising

  7. HIGH IMPACT TOUCH POINTS PURCHASE & USAGE EXPERIENCE In-Store experience Sales collateral Product performance Brand – Customer Relationship Service & Delivery

  8. HIGH IMPACT TOUCH POINTS POST PURCHASE EXPERIENCE Technical support Outsourcing Up grades Customer care Brand – Customer Relationship Training

  9. HOLISTIC MARKETING APPROACH SOCIAL RESPONSIBILITY MARKETING INTERNAL MARKETING HOLISTIC MARKETING INTEGRATED MARKETING RELATIONSHIP MARKETING

  10. I M C & THE BRAND The brand is at the core of all effort It provides differentiation It is vital for lasting relationships. It gives longevity, generates trust and credibility, and becomes the guarantor of quality Every interaction with the customer is a branding experience

  11. I M C & GLOBAL CULTURE Most US products named with a US audience in mind Linguistic and cultural differences become critical for a global player Conflicting messages damage core brand values I M C comes to the rescue!

  12. I M C & THE LAW In the European Union, labeling must carry data in 11 official languages Imagine the challenge for a label measuring 2” x 5”! All this must fit into the overall marketing and business strategies I M C again to the rescue!!

  13. I M C & SOCIETY In Zimbabwe, people are dying of AIDS before they can starve to death 80% of patients do not have drugs Political climate hampered promotion spread and medicine distribution Marketing communications has changed behavior in the last decade

  14. CUSTOMER FOCUS EXCHANGE UNDERSTANDING CUSTOMER VALUE NEEDS CREATING VALUE DELIVERING VALUE COMMUNICATING VALUE

  15. APPLICATION MODEL INTERNAL EXCHANGE AGE EDUCATION RISK CONCERN HIV KNOWLEDGE REGULAR USAGE GENDER CONDOM ACCESS MARITAL STATUS

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