Integrated Marketing Strategy To: North American Marketing VP Isla Driver From: Mr. X. Senior Brand Manager Date: October 20, 2012 Subject: Integrating Marketing Communications Strategy for launching new car model in Eastern Canada Integrated Marketing Communication (IMC) Strategy can be defined as the process which is considered by modern day organizations in order to serve adequate information about the company, its products and/or its services to the customers generating brand awareness in the targeted market…
ecognize the proper media option in relation to communication objectives in order to facilitate customers with the actual information regarding the products and services (Percy, 2008) Contextually, the competitive market of automobile industry reveals that companies are currently facing various problems while launching new products in the market. In relation to this aspect Zamada Motor Company from Japan should consider certain strategies prior to the final launch of its products in Eastern region of Canada in relation to IMC. It is in this context that adequate significance towards the IMC approach shall enable Zamada in obtaining greater competitive advantages when introducing its “2.2” model car in Eastern Canada over its major rivals including Mini, Fiat, Ford and Toyota among others. With the intention to gain competitive advantages and better return from its diversity planning, i.e. the launch of “2.2” model car, Zamada has been targeting customers aged between 22 years to 34 years, irrespective of their gender based classification. However, for female customers, the age bar has been relaxed upto 45 years. Hence, it can be affirmed that Zamada has been primarily targeting towards the female group of customers belonging to the age group of 22 years to 45 years in order to gain competitive advantages over the available substitutes. Hereby, the sole intention of this particular marketing approach should be augmenting customer awareness regarding the brand and subsequently, increase their preferences towards Zamada through effective IMC strategies. It is worth mentioning in this context that IMC is a multidimensional approach which functions on the basis of various channels, such as direct selling, audio-visual communication channels, personal selling, and public relations among others. However, concerning the objectives of Zamada in launching a new car model as well as its targeted market segment, the channels that can be beneficial for its IMC program are advertizing, public relation and interactive marketing (RD Marketing, 2011). With the help of the selected communication channels, Zamada shall be able to develop adequate awareness among the potential customers. Stating precisely, advertising through print, audio and audio-visual media is considered to reward better accessibility to the potential customers in the modern day context which certainly increases the chances of generating increasing sales through effective brand awareness. Similarly, effective concern towards public relation has often been regarded to be virtuous in yielding satisfactory customer loyalty towards the brand developing effective customer relationship. Nevertheless, interactive marketing assists in obtaining an in-depth understanding of the requirements and perceptions of the customers which further assists in ...
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