Q: Factor of influencing Consumer Behavior (CB)

Integrated Marketing Communication Tools

Integrated Marketing Communication tools refer to integrating various marketing tools such as
advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote
brands so that similar message reaches a wider audience. Products and services are promoted by
effectively integrating various brand communication tools.

To implement integrated marketing communication, it is essential for the organizations to

communicate effectively with the clients. You need to know how your products or services would
benefit your end-users. The more effectively you promote your brand, the more demand would it have in
the market. Identify your target audience. Remember, not everyone would need your product. Understand
why would an individual invest in your brand unless and until you have something unique and interesting
to offer? The benefits of the brand need to be communicated effectively.

Let us go through various integrated marketing communication tools: Integrated marketing

communication effectively integrates all modes of brand communication and uses them simultaneously to
promote various products and services among customers effectively and eventually yield higher revenues
for the organization.

Advertising
Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a
wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio,
billboards help end-users to believe in your brand and also motivate them to buy the same and remain
loyal towards the brand. Advertisements not only increase the consumption of a particular product/service
but also create brand awareness among customers. Marketers need to ensure that the right message
reaches the right customers at the right time. Be careful about the content of the advertisement, after all
you are paying for every second.

Sales Promotion
Brands (Products and services) can also be promoted through discount coupons, loyalty clubs,
membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially
designed deals and so on. Brands can also be promoted effectively through newspaper inserts, danglers,
banners at the right place, glorifiers, wobblers etc.

Direct Marketing
Direct marketing enables organizations to communicate directly with the end-users. Various tools for
direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on.
Through direct marketing, messages reach end-users directly.

Personal Selling
Personal selling is also one of the most effective tools for integrated marketing communication. Personal
selling takes place when marketer or sales representative sells products or services to clients. Personal
selling goes a long way in strengthening the relationship between the organization and the end-users.

Personal selling involves the following steps:

1. Prospecting - Prospecting helps you find the right and potential contact.
 2. Making first contact - Marketers need to establish first contact with their prospective clients
through emails, telephone calls etc.An appointment is essential and make sure you reach on time
for the meeting.
3. The sales call - Never ever lie to your customers. Share what all unique your brand has to offer
to customers. As a marketer, you yourself should be convinced with your products and services if
you expect your customers to invest in your brand.
4. Objection handling - Be ready to answer any of the client’s queries.
5. Closing the sale - Do not leave unless and until you successfully close the deal. There is no
harm in giving customers some time to think and decide accordingly. Do not be after their life.

Public Relation Activities

Public relation activities help promote a brand through press releases, news, events, public appearances
etc.The role of public relations officer is to present the organization in the best light.

Three Buying Situation:

Types of buying situations There are four main types of buying situation namely;

1.Straight rebuy: An industrial buying situation in which the buyer routinely reorders something without
modifications.

2.Modified rebuy: An industrial buying situation in which the buyer wants to modify product
specifications, prices, terms or suppliers’.

3.New task: An industrial buying situation in which the buyer purchases product or service for the first
time’.

4.Systems buying: Buying a packaged solution to a problem, thus avoiding all these separate decisions
involved in buying each item or service separately.

Q: Level of Market Segmentation:

Different Levels of Market Segmentation

Marketers subdivide markets into segments, so they can do focus on marketing plans.
Each Level of market segmentation determines the strategy a company will follow to
promote, distribute and position its product in the market and respectively target
audience or its customers. Before developing a marketing plan, one must know the
what are the levels of market segmentation.

Mass Marketing
In Segemetation, Mass marketing refers to the strategy of targeting the entire potential
customer market by means of a single marketing message. The marketing strategy used
in this segmentation does not target the specific requirements or needs of customers.
Mass marketing strategy, instead of focusing on a subset of customers, focuses on the
entire market segment that can be a probable customer of a product.
An example of mass marketing strategy is of Baygon cockroach spray or Mortein
mosquito repellent coils that target all its potential customers through a single
marketing message.
Segment Marketing
Segment marketing refers to a strategy where the company divides its target audience
into different segments based on their unique needs and requirements. This way the
company targets different messages to different segments, appealing them towards the
unique features the product offers. This strategy creates product differentiation for
customers with similar needs and preferences, based on their gender, age, income and
location.

The example of segment marketing within clothing industry may be men, women,
casual, fashionable and business clothing segments.

Niche Marketing
This strategy of marketing focuses on a narrower customer segmentation. Customers
may want or desire a product that is not met completely by the products offered in a
market. When companies move forward and develop highly specialized products to
offer these customers their specific needs, they offer distinct products in a market that
caters to specific customer segments only.

Mountain bikes are an example of a niche marketing segment. where the market

segmentation will be individuals interested in mountain biking only. Since not every bike
manufacturing company caters to mountain bikers, it is a niche segment. Companies
that produce mountain bikes target the niche segment of mountain bikers and cater to
their specific needs, preferences and requirements.
Micro Marketing
Micro marketing follows an even narrower segmentation marketing strategy, catering to
the attribute of a much-defined subset of potential customers such as catering to
individuals of a specific geographical location or a very specific lifestyle.
An example of niche marketing is luxury cars that are very high priced and offer
exceptional features such as high speed, customized look, etc. Since these cars are very
expensive and limited in number, the niche market for these vehicles target rich, car
lovers that are interested in the unique features and has the financial capability to buy
them.

Examples of Market Segmentation

Market segmentation is the most common activity of every business organization.
Marketers and Business owners cannot focus on mass marketing with one marketing
strategy. Here are a few examples of market segmentation for better understanding this
point.

 Fast food restaurant should target teenagers and younger couples if target older
people it will be a mistake and will affect their revenue generation.
 If marketing Lingerie and beauty products like “Victoria Secret” focus on young,
successful and working-class women.
 Sports brand, for example, Nike and Lululemon segment the market and target
health conscious, athletes, gym lovers and sportsmen and sportswomen.
 Market segmentation is the best strategy to increase the conversion rate and cut
down on the product cost. It helps marketers to always target niche market and
attain your objectives.

Q: Define the Level of Product.

1. Core Benefit
The core benefit is the fundamental need or wants that the customer satisfies
when they buy the product.

For example, the core benefit of a hotel is to provide somewhere to rest or

sleep when away from home.

2. Generic Product
The generic product is a basic version of the product made up of only those
features necessary for it to function.
In our hotel example, this could mean a bed, towels, a bathroom, a mirror, and
a wardrobe.

3. Expected Product
The expected product is the set of features that the customers expect when
they buy the product.
In our hotel example, this would include clean sheets, some clean towels, Wi-
fi, and a clean bathroom.

4. Augmented Product
The augmented product refers to any product variations, extra features, or
services that help differentiate the product from its competitors.
In our hotel example, this could be the inclusion of a concierge service or a
free map of the town in every room.

5. Potential Product
The potential product includes all augmentations and transformations the
product might undergo in the future. In simple language, this means that to
continue to surprise and delight customers the product must be augmented.
In our hotel, this could mean a different gift placed in the room each time a
customer stays. For example, it could be some chocolates on one occasion,
and some luxury water on another. By continuing to augment its product in
this way the hotel will continue to delight and surprise the customer.