THREE – FOLD STEP1.Research for the appropriate idea /

concept 2.Determine mix of traditional + social

media 3.Determine the appropriate weight of

each medium to reach the right people in the right places at the right times

THEN STATUS NOW STATUS

CONSISTENCY Everything looks same

UNIFIED APPROACH

One main idea

HOLISTIC All elements

SYNERGISTIC Appropriate mix

CONCEPTING Ad driven

IDEATION Media agnostic

MESSAGING One way COMMUNICATION

Two way

CONTROLLED Traditional media

UNCONTROLLED Traditional + Social

THEN STATUS NOW STATUS

UNBALANCED

Logical appeals

BALANCED Logic + Emotional

BUDGETED Paid mass media

MIXED Paid + Earned

ONLINE Afterthought

DIGITAL A foundation

ORGANIZATION

Isolated silos

COHESION All Dep't in

All 4 P’s

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

Walt Disney was using “synergy” in the 1960s to drive the Disney company

forward

PRE-PURCHASE EXPERIENCE

Word of

Mouth

Web Site

Advertising

PURCHASE & USAGE EXPERIENCE

In-Store experienc

eProduct

performance

Service & Delivery

Sales collater

al

POST PURCHASE EXPERIENCE

Up grades

Customer care

Training

Technical

support

Outsourcing

HOLISTIC MARKETING

INTERNAL MARKETING

SOCIAL RESPONSIBILITY

MARKETING

INTEGRATED MARKETING

RELATIONSHIP MARKETING

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

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!

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!!

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

UNDERSTANDING CUSTOMER VALUE NEEDS

CREATING VALUE

COMMUNICATING VALUE

DELIVERING VALUE

MARITAL STATUS

GENDER

EDUCATION

AGE

HIV

K

NO

WLED

GE

RIS

K

CO

NC

ER

N

INTERNAL EXCHANGE

CONDOM ACCESS

REGULAR USAGE