integrated marketing information system
TRANSCRIPT
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Integrated Marketing Information System
A Framework
Group MembersLijo Mathen
Rahul Ransure
Vishal Rane
Bhushan Meshram
Sujeet Shetty
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Meaning of IMCAll forms of communications carefully linked
together.
Essense: Communications tools work better in harmony
The sum is greater than their parts
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Integrated Marketing CommunicationCoordination and integration of all marketing
communication tools, within a company Maximizes the impact on consumers and
other end users at a minimal costIMC program uses all the elements of the
marketing mix (product, price, place, promotion) and public relations
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Types of IntegrationHorizontal Integration
Occurs across the marketing mix and across business functions
Vertical Integration Marketing and communications objectives
must support the higher level corporate objectives and corporate missions
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Types of Integration (Cont’d)Internal Integration
requires internal marketing - keeping all staff informed and motivated about any new developments
External Integration Requires external partners such as advertising
and PR agencies to work closely together to deliver a single seamless solution — an integrated message
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Benefits of IMCIt can create competitive advantage, boost sales
and profits, while saving money, time and stress.Helps the organisation simultaneously consolidate
its image, develop a dialogue and nurture its relationship with customers
a unified message has more impact than a disjointed myriad of messages
Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process
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Barriers to IMCSome organizational structures isolate
communications, data, and even managers from each other
IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy
Most managers and even agencies lack expertise in IMC.
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Golden RulesGet Senior Management SupportPut ‘Integration’ on the main agendaFocus on a clear marketing communications
strategyStart with a Zero Budget. Start from scratch.
Build a new communications plan. Specify what you need to do
Think Customers FirstBuild Relationships and Brand Values
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Golden RulesDevelop a Good Marketing Information
System which defines who needs what information when
Be prepared to change it all. Learn from experience.
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Software Resourc
es
Hardware Resource
s
Network Resourc
es
People Resourc
es
Data Resourc
es
Control of System
Storage of Data
Data Input
Data Processing
Info Outpu
t
System Activities
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Importance of Info SystemsThree major roles of the business applications of
information systems include:Support Business Processes – involves dealing
with information systems that support the business processes and operations in a business.
Support Decision Making – help decision makers to make better decisions and attempt to gain a competitive advantage.
Support Competitive Advantage – help decision makers to gain a strategic advantage over competitors requires innovative use of information technology.
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Suppliers
Supply Chain Management
Engineering and
Research
Manufacturing and
Production
Accounting and
Finance
Customer Relationship Management
End Consumers
SuppliersExtranet
Extranet
Intranet
Intranet
Company Boundary
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Importance of Constant InfoThe Internet and intranets, and between an
enterprise and its trading partners (extranets) – have become primary information sources
e-business enterprises rely on such technologies to:Reengineer and revitalize internal business
processesImplement electronic commerce systems among
businesses and their customers and suppliersPromote enterprise collaboration among business
teams and workgroups
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E-businessUse of technologies to work and empower
processes, electronic commerce, and enterprise communication
collaboration within and outside the company
Enterprise collaboration systems involve the use of groupware tools to support communication, coordination, and collaboration among the members of networked teams and workgroups.
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Suppliers
Investigate
Analyze
Design
Implement
Maintain Developing
Information System
Solutions
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Information SystemA system or process that provides
information needed to manage organizations effectively
A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis
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Marketing Information SystemThe information needed by marketing
managers comes from internal company records, marketing intelligence and marketing research.
The information analysis system then processes this information to make it more useful for managers.
People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers
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Internal RecordsInformation gathered from sources within the
company to evaluate marketing performances and to detect marketing problems and opportunities.
Most marketing managers use internal records and reports regularly, especially for making day-to-day planning, implementation and control decisions.
Internal records information consists of information gathered from sources within the company to evaluate marketing performance and to detect marketing problems and opportunities.
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Marketing IntelligenceDaily information about developments in
changing marketing environment that helps managers prepares marketing plans
The marketing intelligence system determines the intelligence needed, collects it by searching the environment and delivers it to marketing managers who need it
Much intelligence is from the company's personnel - executives, engineers and scientists, purchasing agents and the sales force
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Sourcing for informationThe company must also persuade suppliers, resellers
and customers to pass along important intelligence.Some information on competitor’s conies from what
they say about themselves in annual reports, speeches, press releases and advertisements.
The company can also learn about competitors from what others say about them in business publications and at trade shows
Buying and analyzing competitors' products, monitoring their sales and checking for new patents.
Companies also buy intelligence information from outside suppliers.
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Cont’dSome companies set up an office to collect and
circulate marketing intelligence. The staff scans relevant publications, summarize
important news and send news bulletins to marketing managers.
They develop a file of intelligence information and help managers evaluate new information.
These services greatly improve the quality of information available to marketing managers.
The methods used to gather competitive information range from the ridiculous to the illegal.
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‘Practical’ ExamplesFederal Express, within the marketing department,
activities are centered around customer segments. Each segment is staffed by a cross-functional team
composed of a manager, a marketer, an analyst, an agency account executive, and--if applicable--a representative from the agency-managed fulfillment house.
These cross-functional teams meet as frequently as necessary.
E-mail has greatly facilitated this integration. All marketing vendors are connected to FedEx and to
each other through the FedEx corporate e-mail system.
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AccentureForced to change its name from Andersen
ConsultingDeveloped a rebranding campaign that
utilized a fully IMC programThe Company placed large scale outdoor adsCoated 10 cabs across LondonNumerous sponsorships
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THANK YOU!