MARKETING MANAGEMENT- ASSIGNMENT

ON
INTEGRATED MARKETING COMMUNICATION

SUBMITTED BY- SUBMITTED TO-

MD JEESHAN MS KAVITA KHURANA
PGDM 2 B
ABS/PGDM/19/081
QUESTION-

Comment on the various tools under IMC being used by any famous brand and the
reasons behind choice of each tool?

Solution:

Different brands use IMC (Integrated Marketing Communications) for the purpose of
efficiently marketing their products and services by delivering a clear and consistent message
to their target market segment in order to maximize profit at minimum cost.

It is basically a concept under which a company carefully integrates and coordinates its
many communication channels to deliver a clear and consistent message by complimentary
use of media to increase sales and maximize cost effectively at minimum cost.

Almost all brands use IMC tools for their marketing and promotion. Some of them are as
follows:-

 Old Spice: Smell like a man:- Old Spice being one of famous brand under the parent
company Procter & gamble(P&G) dis an efficient use of Social Media Marketing as
their target audience were the young and male audience which they can cater the
information with the help of creative videos being uploaded on social media to attract
consumer and persuade them to try the product.

 Many E-commerce brands such as Jabong uses a combination of social media

marketing, sales promotion, Mobile marketing, Direct Marketing and social media
marketing as their target consumer are the ones who lack time in going to malls and
Have the ability to order products online for their promotion.
 Apple Inc. uses a combination of Social media, Mobile, Event marketing and PR tools
of IMC for their promotion as their target market audience are the tech friendly
audience and users that promote the products by word of mouth for attracting
consumers to buy their product.

 Uber in India started an Integrated Marketing Campaign namely “Isse apni Hi gaadi
Samjhaiye” to associate with it a core theme of belongingness to the users to help
shoot their sales and attract consumers.it can be an example of use of combination of
Social media marketing, sales promotion and advertisement.
 “HORN OK” Food festival is one of the integrated marketing event organized by
sponsors such as Maggi, Nescafe Bira, Red Bull, Nearby, KTM etc. to do marketing
through events and experiences for consumer and also in addition can get promoted
on social media sites by the creating the hashtags and promoting it with the help of
users.