Executive Summary Power Point Presentation and Finalized IMC Plan Project

Executive Summary Power-Point Presentation and Finalized IMC Plan Project 1

IMC Plan Project, IMC Strategy, Overview Memo

Prince Onwuchekwa

MKT/554

12- 05-11

Professor Anil Agarwal

Running head: IMC PLAN PROJECT, IMC STRATEGY, OVERVIEW MEMO 2

IMC Plan Project, IMC Strategy, Overview Memo

From: Prince Onwuchekwa

Executive Officer, Google’s Southwest- Division

To: All Management and Employees.

Date: 11- 15- 2011

Subject: IMC Plan Project, IMC Strategy.

CC: Board of Directors

PROVIDE AN OVERVIEW OF YOUR IMC STRATEGY TO BUILD THE COMPANY

BRAND.

Effective immediately, the Google’s South-west Division is adopting a new IMC strategy, under

our proposed IMC Plan Project, to bring some new changes to our present strategies. The hard

part for me is explaining the strategic changes we are making and the new directions we are

taking as of today. The new plan and strategy that we are trying to change to is one that we hope

will make our brand a powerful marketing tool and, help us create, sustain, and strengthen our

brand relationship with other companies and customers. The reason we chose integrated

marketing communication is its consistent messaging, which would help all parts of the

company, especially the employees, who would now be well aware of any projects or initiatives

in other departments. This would help the employees and staff suggests ideas and other

refinements and, encourages consistent messaging, data sharing so that all of our employees are

working with the same information as part of our marketing efforts to help the company stay

ahead of schedule. This way, we will use the IMC’s ideology to rely on strong relationship with

customers and, adjust our strategies and plans based on their wants and needs. This will also help

IExecutiveSummary Power-Point Presentation and Finalized IMC Plan Project 3

us interact and build relationships with our customers that will make them feel part of the team

and, allow them to provide feedbacks that will help our brand react to changes in the

marketplace. This process would start with an intense look at the market, paying special attention

to what our customer need, our main objectives, resources and various competitors, which will

help us to identify new and unique opportunities. With an overview of our company’s internal

workings, we can now look to IMC’s strategy as a narrowing down process, which states that’ if

there is a marketing opportunity; there must also be a communication opportunity.’ We will also

adapt the IMC strategy which states that, ‘many people affect the buying process,’ so we will

develop a program to reach all of them including the individuals who influence the customer’s

purchase decision. We will adopt the IMC’s standards for effectiveness, such as retention and

liking—the standard should be identified in specific, quantitative terms.

BRIEFLY DESCRIBE THE BRAND POSITION AND MARKETING CHALLENGE OF

YOUR COMPANY.

The brand position is the one area we clamor to get right, because it is the most important part of

the building process. This is where our brand fits within the galaxy of product choices. Brand

positioning is an expression of how we want our prospects and customers to perceive us. Brand

positioning is also a strategic management decision that determines the place our brand should

occupy in a given market-niche. We position our product by attributes, price, by competitors, by

application, by product user, product class or by services provided. Our brand position help

differentiate us from the competition. It makes our product or experience different from all

others including cementing a lifetime relationship with our customers. In order to ensure our

success, our brand positioning also helps us to offer something that must meet the needs of what


our customers want. Our customers want to believe that we assembled the best group of people

to work on their products, and we have to position our company to show off our hard work.

The marketing challenge facing our company is the cost of TV advertising and our entry into the

global market. They continue to escalate at a rate faster than the general price inflation today, the

power of the consumer has grown considerably and we know that the future will be less

profitable than the past. Our problem is that we cannot afford to be ready for it. The

fragmentation of the media and the growth of new technology—we cannot keep up or keep up

with the speed at which technology is moving unless we stay in stride with the rest

Our company is affected by the power shift to the East. Whoever thought United States would

be looking up to China It is very hard to get this point across, but we are indebted to them. Look

at all the American companies that belong to India, Japan, China, Saudi-Arabia and you want to

weep. You cannot keep any talented employees anymore, because most companies believe that

if you need them, you just have to steal them. Make them an offer they can’t refuse.

DESCRIBE THE TARGET MARKET OR MARKETS AND ANY RELEVANT SEGMENTS

WITHIN THESE TARGET MARKETS.

Selecting a target market involves identifying a relevant organization and purchase situation

variables beyond the core product variable, Collecting and analyzing other related data about

potential segments—size, price, perceptions, services, features, experience, and trends. Our

marketing plans had helped us to identify a specific market and then deliver services and

promotions that ultimately maximize the profit potential of our targeted market. It has made it

much easier for us to generate business, and determine where and how to market our services.

Right now, we can only find niche markets that are in a precisely demographic designed

segmented target. This helps us figure out which media outlet to use and which one of our


marketing messages will resonate with the segment, including how to define the market. This

had also helped us give consideration to the demographic characteristics such as age, sex, income

and etc. This in essence has helped us save on marketing costs and ensure that we focus on our

target market segments, by focusing all of our efforts on the narrow segment of an overall

market, dominating it, and able to overcome the competition by aggressively protecting our

market share and orienting our every action and decision.

ANALYZE VIABLE BRAND MESSAGES THROUGH MARKET SEGMENTING THAT

ALIGN WITH IMC OBJECTIVES.

Integrated Marketing Communication, after all, is the coordination and integration of all

marketing communications tools, avenues, and sources. For Google, there are effective ways to

put these tools together-Ad words, social media, and their database direct response.

In analyzing brand messages, we have come to realize that branding is all about sending a strong

and consistent message, identifying viable target audiences or segments, assigning key drivers

that influence buying in each segment, and taking into consideration existing competitive

positioning. In analyzing a viable brand message through market segmenting, our company took

important steps in realigning our brand, clipping our entire competitor’s ads, reviewing their

public relations coverage, researching them online, and buying their products and services. This

way, our staff can decide on what makes our product different from the competitors, and

establish the platform from which our company can consistently articulate messages that

resonates with our prospective customers and our regular customers in all of our company’s

marketing and sales efforts. Our consultants are also aware that our branding message is

designed to focus on the positive aspects of our company to build a strong company reputation.

The key elements of our reputation include skilled employees, financial stability, sound


management, clear vision, market leadership, technical excellence, commitment to innovation,

an excellent investment record, and ‘relevant messages that speak to the head and heart connect

audience on a personal level.’ Our analysis also reveals that our branding messages

communicate the fact that our stakeholders and customers are reassured about our company’s

future direction and, and the positive changing customer perceptions in our base of operations

BRIEFLY ASSESS THE STRENGTHS OF THE COMPANY THAT WILL BE LEVERAGED

AND THE WEAKNESSES OF THE COMPANY THAT WILL BE PROTECTED BY YOUR

IMC PLAN. HOW DOES THE IMC PLAN LINK TO THE SWOT ANALYSIS?

Targeting focuses on the I MC effort on current customers who are most likely to repurchase or

influence purchases; Customers and prospects that need special attention for whatever reason;

prospects who have never sought our services, but might buy into it, given their profile. Our

company’s strengths and weaknesses are the elements of a SWOT analysis over which the

company has no control. Strengths are competitive advantages; weaknesses are competitive

disadvantages.

The strength s and weaknesses of an organization revolve around resources such as: sales and

profitability, mission and vision, market share, organization’s orientation, finances, technology,

human resources, and sales trends. The opportunities and threats in an environment are those

forces that may affect the organization and its IMC execution. A company’s strength is the

elements of a SWOT analysis over which the company has no control. Strengths should be

leveraged and weaknesses should be fixed. Strengths and weaknesses related to the brand include

such things as how customers and prospects perceive a brand’s innovativeness, the convenience

of finding and buying the brand, its pricing compared to competitors, trust, consistency,


satisfaction, accessibility, responsiveness, commitment, affinity, likeness. To determine the

strengths and weaknesses of a brand communications, a SWOT analysis should also include how

the brand compares to its competitors in each of these areas among the target audience: Media

presence; Appreciation of advertising; access to media; A strong sponsorship; and possession of

an advertising property.

PROVIDE THE OBJECTIVES OF YOUR IMC PLAN

The key objective to our IMC plan is to satisfy our customers—their needs and wants. The

second one is geographic. 45% of our customers live in the United States; and about 35% live in

Europe, including Western and Eastern Europe, which are growing at an alarming rate. The

remaining 20% is by far the most important and live in the interesting parts of world: Asia, Latin

America, Africa and the Middle-East. The rest are: Creating brand awareness to let our market

know about our brand and its meaning. Brand Attitude—creating high intent to buy among our

customers. Brand Loyalty—developing and maintaining loyal relationship with our customers,

increasing database, extracting more business from core customers. Finding ways to change the

belief and perception of our customers, and brand positioning our company to be ready for our

competitors, increasing our customer’s desire for our services and doing everything we can to

reinforce or change our image when the need occurs.

EXPLAIN HOW DATA AND DATABASES INFLUENCE YOUR IMC PLAN.

The consumer databases are mostly geared towards companies that sell to consumers. A lot of

companies use databases to increase the efficiency of their marketing communications and for

strategic planning and managing their brand relationship. Some companies use their database to

track how customers are responding to their campaigns and promotional offers. This way, the


company is better able to cause and effect, and to calculate the return on their investment. There

are four ways in which customer databases contribute to organizational learning: by capturing

and making available information about customers ensures that relationships extend beyond

individual sales or customer service interactions. By collecting and analyzing information on

how consumers use products, companies can gain insight into consumer behavior. By constantly

monitoring its customer, a company can pick up on their consumer’s changing tastes and

interests. Databases compiled from timely information gives the company the opportunity to

change their presentation to match the rapidly developing markets. Because databases are

valuable assets, and the primary purpose of business is to create customers, the databases that

contain the profiles of these customers are more valuable than capital

From: Prince Onwuchekwa

To: All Managers and Employees

Date: 11-16-11

Subject: Database Influence on your IMC Plan

The cost of collecting data depends on the amount collected. Data collecting is an expense. Data

storage is similar to inventory storage. The only way to minimize the cost is to have the data

provider to do as much of the data entry as possible. Our marketing people uses the data

information to determine lifetime customer value, calculate customer profitability, measure the

extent of cross category buying, profile heavy buyers, track frequency of complaints, injuries

and compliments. The database is managed by the marketing department. The number depends

on the number of interactions with customers.


Google is a mission driven company, whose credibility is often the most sacred asset.

Their brand is more than just a mission statement: it is the part of value proposition actively


communicated to their target audiences and, that also projects an advantage over their competing

companies. Google’s target audience is a group of customers, world-wide who has always been

receptive to their marketing efforts, their ads, and, is randomly selected based on their various

characteristics that describe who they are, their taste, why they use our services and why they

prefer us to other search engines. Google’s like to communicate value, comfort, good service,

cozy atmosphere, and from there, determine what message strategies would best work for our

customers and clients. The company’s” brand personality holds the emotional resonance of the

offering. It establishes the feel, the essence of how they want customers to understand them,

relate to them, and do business with them.” (knol.google.com). So far, Google’s have been

successful in adapting their promotions to different target markets, which helps them to identify

which media can be used to reach their target customers. In order for Google’s to achieve

their marketing goals, they have to know their target markets in and out. .

Most times when they decide on their message strategy, their priority is to consider who their

audience is- which is critical, the objectives of their promotion-what they are trying to

accomplish, the media being utilized, the budget set for the media plan, the selling point-building

a selective brand, and building awareness for it - and the services they provide

Google has spent money on what type of appeal to use and how to structure the

messages. Most of the company’s commercial are very entertaining, but most consumers cannot

remember the product or the product. Google’s message strategy is positioned to provide a more

consistent and repeated image to the target audience. The message strategy is like a foundation

for all their marketing.

“The purpose of the IMC plan is the same as a traditional marketing plan.IMC is still an

ongoing circular process that requires continual communication between the company and its


target markets. IMC strategically searches and selects premium long-term relationships to

simultaneously build premium services and maximize profitability, making it a superior

marketing method for acquiring, retaining, and nurturing profitable relationships...

Brainstorming has been one of the most effective ideas generation in a long time, but

today, even the most intelligent people are thrown in with others to enable them to benefit from

different perspectives, experiences, thought processes and to build enthusiasm, excitement and

enjoyment in the whole proceedings. This is achieved by shaking things up in a new location,

lighting or other elements designed to change perspectives, selecting a neutral and non-

judgmental facilitator, Encouraging participants to build on the ideas of others, using the

resulting list of ideas for a later refinement process based budget, logistics, timing, uniqueness

target market and other factors, set agreement that all participants are considered equals during

the duration of the program, no matter what their status in the organization.

The reason why Google’s message have been more effective than other approaches is

because they created a message that works in any medium or situation, that is unique, important

and believable, and their target audiences can relate to it, as if they were tailored for them, which

it is.


Companies. Google’s target audience is a group of customers, world-wide who has always been






































it is.

Companies. Google’s target audience is a group of customers, world-wide who has always been







































it is.

Today, Google is one of the world’s largest search engines, but the promotion strategy of

the company, you may not believe it, still relies heavily on viral or referral marketing. While

viral marketing has been Google’s predominant form of promotion, the company does use

advertising while most of Google’s advertising is done online, with a few exceptions, Google

promotes its services and products by purchasing its own Ad Words internet ads and through its

own Google channel on YouTube. When it comes to Google apps, Google has gone a little

further in their advertising campaign through the use of television ads, the most notable being

those for the Android mobile phone platform., using sales promotion and other public

installations.

In 2009 Google used sparse billboards advertisements to increase public awareness about

“Going Google.” The Billboards were changed each day to entice commuters through direct

marketing to go Google by visiting a special website designed specifically to showcase Google

applications. Google also used a form of sales promotions to give away Google fare when users

who have gone Google fill out a Google doc describing their experiences. Google also have its

own public relations division that releases and monitors press on product announcements and

reviews, furthering the squeaky clean image Google have managed to establish and maintain.


While most companies has strayed from its low key promotional strategy at times,

Google’s reputation has gained clout because of their dedication to simplicity. Message

strategies Google uses are mainly informational and persuasive advertisements when designing

their messages to the public. Since the company is relatively new and constantly releasing new

products, informative advertisements are often placed on internet sites using Google’s own Ad

Words. These advertisements are simple and in keeping with the Google image undemanding.

Most of Google’s advertisement offers a slice of life view, with emphasis on showcasing how

Google products can fit into the customer’s every day internet life. Google capitalizes on the

consumer want for a highly productive internet experience by deeming Google Chrome ‘Clean,

“lightning fast,” and “simple.” While Google promotion has taken many forms, from twitter to

television commercials, the message strategy of Google is clear--less is more. By keeping their

promotions simple and honest, the company has managed to create a very dependable and

trustworthy brand in the eye of the consumer. With sales promotion, Google manages an

extensive product line, most of which are free to the public. While most of Google customers

generally do not have to purchase any product, the company still manages to give to the public

incentives for their loyalty and promote how great the Google brand truly is.

Google also sponsored’ a $30 million competition for an unmanned lunar landing. The

winner had to land a rover on the moon; the rover had to travel 500 meters and then send back a

video back to earth. While the competition was held for private firms, it lent itself to massive

news coverage that the everyday Google user was exposed to. Google promotes to organization

that has a need for internet media solutions to benefit that organization’s customers. Google has

also managed to become a single staple in the lives of 1.75 million organizations that use Google


apps. However, Google has ingeniously created ways to attract media attention and the attention

of consumers. Google’s performance measurement include simple and easy to use measures, fast

feedback, relationship to both long-term and short-term objectives by the company, focus on

what is important to the company, and focus on what the competition is doing, A clearly defined

company‘s mission statement and the performance measurement systems used by the Google

managers are continually reviewed and revised as the environment and economy changes. The

company prides itself on its dedication to a seamless internet experience and in keeping with the

idea; the majority of Google internet promotions see are unobtrusive to the consumer’s internet

experience.

The strengths of event marketing include: enhancing brand image through positive association,

Involving and building relationship with stockholders measuring some events, superior ability to

help maintain long lasting relationships with customers showing that one to one nature is more

persuasive than mass media. The weaknesses include: cost of big events, advertising clutter,

effectiveness hard to measure, and ambush marketing. For Google, with its minimalist homepage

and a knack for gaining consumer trust, Google has also gained consumer loyalty, and in turn

Google customers recommend their friends and family to Google...


REFERENCES:

Tom Duncan, (2004) Principles of Advertising and IMC, Consumer Sales Promotion and

Packaging. The McGraW-Hill Cos.

Tom Duncan (2004) Principles of Advertising and IMC, Message Execution, The McGraW—

Hill Cos.

Tom Duncan, Sandra Moriaty (1997) Driving Brand Value: Using Integrated Marketing To

Manage Profitable Stockholder Relationship, McGraW—Hill, New York.

Tom Duncan And Steve Everett (1991) Client perceptions of Integral Marketing

Communications; Journal of Advertising Research

Tom Duncan (2004) Data Driven Communication, The McGraW—Hill Cos.

Tom Duncan (2004) Principles of Advertising, 12th Edition, McGraw—Hill/Irwin

Baker S and Mitchell S (2000) Integrated Marketing Communication: Implications for

Managers.

Tom Duncan (2004) Using Advertising and Promotions to build brands, The McGraW—Hill

Cos.

G Colvin (2006) The 100 best companies to Work For, Fortune Magazine, Jan. 11, 2006

www.ehow.com

http://highered.mcgraw-hill.com

http:faculty.fullerton.edu

http://radar.ngesu.edu

http://knoll.google.com/k/integrated

Day. P. (2005) BBC Business News, Nov. 15. 2005.

Say, It’s Ray, Xooglers, Dec 4th, 2005


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