Integrated marketing communication (IMC) is a holistic approach to marketing that seeks to ensure that all forms of communication and messaging are consistent across all channels and touchpoints with the goal of effectively communicating the brand's value proposition to the target audience. A well-implemented IMC strategy can help a company build brand awareness, generate leads, and convert customers.
One company that has successfully implemented an IMC strategy is Hewlett Packard (HP). HP is a global technology company that offers a wide range of products and services, including personal computers, printers, and imaging equipment.
One example of HP's IMC strategy is its "Keep Reinventing" campaign, which was launched in 2018. The campaign was designed to position HP as a forward-thinking and innovative company that is constantly pushing the boundaries of what is possible.
To support the "Keep Reinventing" campaign, HP implemented a multi-faceted IMC approach that included traditional advertising, digital marketing, social media, and public relations. The company ran television commercials, print ads, and online banner ads that highlighted its innovative products and services. It also used social media platforms such as Twitter and Instagram to share updates and engage with customers.
In addition to traditional and digital marketing, HP also leveraged public relations to support the "Keep Reinventing" campaign. The company worked with influential journalists and industry experts to share its vision and tell its story. This included press releases, media interviews, and speaking engagements at industry events.
The results of the "Keep Reinventing" campaign were impressive. The campaign generated a significant amount of buzz and helped to position HP as a leader in the technology industry. It also contributed to an increase in brand awareness and a boost in sales.
In conclusion, HP's "Keep Reinventing" campaign is a great example of how an effective IMC strategy can help a company achieve its marketing and business goals. By using a holistic approach that includes traditional and digital marketing, social media, and public relations, HP was able to effectively communicate its value proposition and drive business results.
Integrated Marketing Communication Case Study Analysis
The results of the ''Share a Coke'' campaign speak for themselves: Sales of the beverage were up two percent across the board, including a jump in the ratio of young drinkers to adult drinkers. Porter's Five Forces Analysis Apple 908 Words 4 Pages 1. Such techniques have caused a debate on privacy, and laws have been established saying who contacts consumers and how information about them is collected, used, and disseminated. The sales representatives were experiencing high levels of stress and felt that they spent too much time on administrative tasks: ranging from ordering and mailing …show more content… To survive in downstream, there needs to be an improving operational efficiency, as for midstream, there needs to be a selection of accounts but knowing which opportunities to follow, and finally, upstream needs to sell concepts and be able to deliver their promises to the customer. These separate you from the pack. Have in mind that, it will be helpful only if your message and marketing approach is reliable and add to your bottom line.
Marketing Case Study: Hewlett
Fill 2009 citing Patzer suggests that 'the physical attractiveness of the communicator, particularly if it is the source, contributes significantly to the effectiveness of persuasive communications' Patzer in Fill, 2009, p. However, critical analysis of Hp's 63- year development will show a lack of adherence to some very useful models by some academic scholars. So, in 2003, this company introduce 'Operation one Voice' in order to have a consistent message and an identified image for the external and internal public. However whilst this is a common company goal, there are still necessary guideline which should be followed in order to achieve this. Share this: Facebook Facebook logo Twitter Twitter logo Reddit Reddit logo LinkedIn LinkedIn logo WhatsApp WhatsApp logo This case study analyses the marketing communication theories adapted by Hp as it progressed to being the world's number one pc manufacturer in 2007. Owned Media The company publishes two in-flight magazines to reach its customers. An integrated marketing communication plan executed by the above companies encapsulates all the above components of the marketing mix into a single well-ordered program.
(PDF) Integrated Marketing Communication Case Study Report of Lamborghini, Italy
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In fact, the company does not rely on a single source of income because the product design belongs to different categories. Taco Bell's Integrated Marketing Communication Approach: Taco Bell launched a new campaign slogan, 'Live Más' más is Spanish for 'more' , to make the brand attractive and relevant to young, and cross-cultural consumers. Shimp 2000 states that mixing marketing communication elements is decisive to achieve the target public and a specific objective. Businesses usually send messages to customers and other stakeholders via their marketing mixes. Types of Market Research Market research can be split into two categories: qualitative and quantitative. Essential tools for integrated marketing communication: Marketing: Advertising tools can get your messages clearly to target audiences using radio, television, free magazines, internet and other mobile communication technologies.
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Also, since the salespeople are experts in regards to their products, they can best advise the customer as to which product is the best fit for them or adapt offerings to fit. The sample for this research included all 117 articles from the period of 1982-2019 in the Scopus database. Since its birth the company has gained prominence around the world, becoming a major leader in the industry of electronics and technology. However, in the beginning of 90's, the consumers had more options and the competitors such as a Dell revelled themselves with a strong presence in the market. In addition, they do not keep up with innovative technology, such as mobile apps for ordering and delivering fast food items, that has been gradually adopted by competitors.
