Role of IMC in the Business Strategy-Free-Samples for Students

Question: In your own words, define and discuss IMC using your text and at least 4 other academic resources. Answer: What is IMC (Integrated marketing communication)? IMC is a concept of marking communication planning that helps in combining and evaluating strategic role. In other words, it is said that IMC is a strategic business process which is used by the company to plan, develop, execute and evaluate (Naeem, Bilal Naz, 2013). To increase the impact on the target audience this strategy of communication is followed, in which communication tools such as Advertising, sales promotion, public relation, etc. work together. The motive behind the implementation of the IMC by the company is to achieve or increase the sales or to create the brand image. IMC plays an important role in the organizational performance; it reduces the gap between the company and their customers. IMC is being adopted by the large organization across the world. It is implemented by the organization in the proper process to create a positive impact on the promotion strategies of the company. Customers get to know about the brand, which helps in increasing the sales and equity of the company (Belch, Belch, Kerr, Powell, 2014). IMC strategies are developed by focusing on the success of the company. For measuring the effect on the organization; an organization can see the increase in the customer response towards the products, by seeing the market performance or by communication effect related to the brand knowledge, brand awareness, etc. Two companies implementing integrated marketing communication McDonald and Blackmore. McDonald McDonald implements IMC in the organization, as this helps the company for making the effective promotion plans. The target audience of the McDonald includes teens and adults who need the good meal with quality services. By using model given below target model, the company is successful in forming a relationship with their customers. (Source: Lindalidan, 2016) McDonald's IMC choices are successful which helps the company in achieving the goals by integrating brand message with multiple brands. This is the effective way of promoting the products and services by the company. The company keeps adding innovative services so by following integrated marketing communication; the company will be able to communicate properly to the target audience. (Source: Lindalidan, 2016) Blackmore Limited Blackmore limited company is leading company situated in Australia who manufactures vitamin and diet supplements. The company is expanding in different countries across the world and providing its services in various countries. Blackmore is providing products by the mode of online. But talking about the current situation of the Blackmore in Australia, the sales of the company is slightly down than the other countries. The company started implementing integrated marketing communication in the company. As the basic aim and objective of the company are to increase the sales of the company. To compete with the competitor's company need to follow proper communication which makes the customer aware about the products Blackmore is providing. The below image shows the social media strategy followed by the company for promoting the products and increasing the sales of the company. Role of IMC in the marketing strategy Each and every organization wants to interchange its goods and services in the market. For that company need to form strategic marketing plan in which company decides from where to allocate the resources (Groupl, 2012). IMC is implemented considering the method of communicating with the customers. IMC make sure that the marketing communication tool used by the company will be able to create maximum impact on the customers. IMC ensures that the entire message and communication tool is linked together. IMC helps the company to identify the best marketing tool should be used under the marketing strategy. This helps the company in making the effective and successful marketing strategy. Role of IMC in the business strategy The organization makes business strategies related to the market. The company needs to decide the target market, Market Segmentation and the position of the market. The company needs to form strategies to deal with the competitors of the company. The products and services need to be distributed, for this company needs to form a channel of the distribution (Percy, 2014). With the use of IMC, the rate of defection will decrease sales growth will enhance. IMC also affect the financial level such as profitability, ROI, return on brand investment. Thus, a role of IMC is there in the business strategy. IMC is based on all the parameters and these parameters are included in the business strategy (Stephen Zoller, 2017). IMC is linked with all the marketing tools; these tools help the company in the marketing and making the further business strategy. IMC helps the company to form a healthy relationship with the customer. Several benefits of the IMC make company adopt IMC in their organization References Belch, G. E., Belch, M. A., Kerr, G. F., Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education. Groupl, (2012). Role of IMC in the Marketing Process. Viewed on 4th August 2017. https://groupl.wordpress.com/2012/10/07/role-of-imc-in-the-marketing-process/ Lindalidan, (2016). Integrated Marketing Communication of McDonald. Viewed on 4th August 2017. https://mpk732t12016clusterb.wordpress.com/2016/05/08/integrated-marketing-communication-of-mcdonald/ Naeem, B., Bilal, M., Naz, U., (2013). Integrated Marketing Communication: A Review Paper. INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS. Vol:5, no:5. Percy, L. (2014). Strategic integrated marketing communications. Routledge. Stephen Zoller, (2017). The Secret Benefits of IMC to Drive Meaningful Results. Viewed on 4th August 2017. https://www.stephenzoeller.com/imcbenefits/