Integrated Marketing Communication
Integrated
Marketing
Communication
Introduction
‘Integrated marketing communicating is a concept that companies coordinated their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and products. The objective is to position product and organizations clearly and distinctively’. (Jobber, 2007) ‘Integrated Marketing Communications (IMC) is a new trend in business planning – combining different communication instruments such as promotion, public relations, sale promotion, personal selling, Internet communication and direct marketing.’ (www.firstbase.ca) Objective: maintain the customer loyalty through effective integrated marketing communication.
Background and situation analysis
There are two strategic goal of Renault. Firstly, Renault tends to be the best carmaker in terms of the quality of products and services. Secondly, Renault presents a young, strong and innovative product line. (FUNDINGUNIVERSE) Therefor, the key target of the market may be the customer who is young and fashionable. According to the Renault official website, Renault is the leading car manufacturer in Europe which is the major market in the light commercial vehicle field. However, it also indicated that the sales dropped in Europe included 2% in the U.K., 17% in Spain and 10% in Italy at the first month in 2012. According to research done by MarketWatch, the sales of light commercial vehicle produced by Volkswagen rose 6.7% and 50% in Western and Eastern Europe, respectively. However, Renault lost the market share in January in 2012.
Selection and execution of marketing communication mix
Selection and execution of integrated marketing communication mix Greenwell indicated that there are ten ways to maintain customer loyalty, such as thank customer for doing business, communicate with past and existing customer, give more than the customer want, listen to the customer, be polite to customer,
Marketing
Communication
Introduction
‘Integrated marketing communicating is a concept that companies coordinated their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and products. The objective is to position product and organizations clearly and distinctively’. (Jobber, 2007) ‘Integrated Marketing Communications (IMC) is a new trend in business planning – combining different communication instruments such as promotion, public relations, sale promotion, personal selling, Internet communication and direct marketing.’ (www.firstbase.ca) Objective: maintain the customer loyalty through effective integrated marketing communication.
Background and situation analysis
There are two strategic goal of Renault. Firstly, Renault tends to be the best carmaker in terms of the quality of products and services. Secondly, Renault presents a young, strong and innovative product line. (FUNDINGUNIVERSE) Therefor, the key target of the market may be the customer who is young and fashionable. According to the Renault official website, Renault is the leading car manufacturer in Europe which is the major market in the light commercial vehicle field. However, it also indicated that the sales dropped in Europe included 2% in the U.K., 17% in Spain and 10% in Italy at the first month in 2012. According to research done by MarketWatch, the sales of light commercial vehicle produced by Volkswagen rose 6.7% and 50% in Western and Eastern Europe, respectively. However, Renault lost the market share in January in 2012.
Selection and execution of marketing communication mix
Selection and execution of integrated marketing communication mix Greenwell indicated that there are ten ways to maintain customer loyalty, such as thank customer for doing business, communicate with past and existing customer, give more than the customer want, listen to the customer, be polite to customer,