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Integrated Marketing Strategy

Introduction In any form of business, the domain of marketing is regarded as quite significant and one of the prominent activities to be conducted in promoting as well as establishing the intended brand within the target market. It is important to note that for any business to promote or to convey information about its products or services to the targeted customers, the tool of marketing must be essentially put into efficient use. Contextually, it has been observed that companies communicate with the customers with the help of various tools of marketing, which comprise of advertising and other promotional activities to make them aware about what the business is offering to them. Unarguably, without proper marketing strategy, the success of business is quite likely to become highly uncertain and will probably remain unaccomplished upto a larger extent (Lamb & et. al 2008). Contextually, the primary intention of this report is to frame an integrated marketing strategy to promote Bullet Proof Vests as a newly launched product in the targeted market. Overview- Integrated Marketing Communication Integrated Marketing Communication (IMC) is conceptually explained as an unconventional domain of marketing management that involves the implementation of conveying succinct and all-inclusive information about the proposed brand across numerous and diverse marketing channels. It is defined by experts as an integrated approach of marketing, which is designed with the intention to ensure that all the communication activities in the domain of marketing management are applied in a unified form involving various other beneficial channels of communication (International University of science and Technology, 2013). For strategizing the promotional framework required in the launch of the product i.e. bullet proof vests, some of the tools of IMC including advertising, direct marketing, sales promotion, public relations, internet marketing, personal selling and publicity will be implemented. These tools will together work towards the accomplishment of the set goals, which in this case is to promote the features of bullet proof vests to the targeted market and convince or encourage the potential buyers to purchase the same. Promotion Mix Strategy Promotion mix strategies mainly include two forms of approaches, which comprise pull strategy and push strategy, used according to the marketing intentions and product features to convey the information regarding products and/or services to the potential purchasers (Lamb & et. al 2008). Applying the push strategy approach, the product i.e. bullet proof vest will be promoted to the customers directly with the help of various tools of advertising during its initial introductory stage. It is worth mentioning in this context that application of a push strategy in the initial stage of the product launch will help it in gaining a percentage of market shares, countering the already existing competitive brands. In the subsequent phase, depending on the response from the customers towards the product, the pull strategy approach will be applied to encourage the customers to seek for the product from their end owing to its growing demand and preference in the market. Notably, as the armed forces and soldiers will be the targeted customers of the product, due attention will be provided towards quality ...Show more


Integrated Marketing Strategy Abstract The primary intention of this paper is to develop an integrated marketing strategy framework to promote bullet proof vest as the product to be launched in the market. Observably, marketing is quite an important approach in business, which should be conducted in a systematic process…
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