Integrated Marketing Communications - Essay Example

These marketing mixes will adopt and modify the product, the price, the place, packaging, the people and the promotional elements in to a combined mixture that will best suit the needs and desired of the consumers in each targeted segment. To ensure that consumer choose the company’s product from available alternatives, the first step it to gain a position in the consumer’s mind. This position in the mind of the consumer should be a favorable image of the product that would influence the consumer choice.

Therefore positioning becomes a critical aspect of the strategic marketing process. Effective positioning can be achieved through conveyance of the desired image of the product to the consumer through an effective promotional mix. Branding is the key vehicle that would carry the elements of the promotional mix to the mind of the consumer and mediums of promotions should be treated as the roads through which this brand “vehicle” can travel to reach the “destination” that is the mind of the consumer.

Successful branding and positioning depends on how the company link all aspects of marketing communications to convey the same desired image. In today’s market, consumers are becoming more and more sophisticated in terms of their needs. With the diversity of the global consumer as well as the global suppliers, the markets become more and more complex where the organizations need to identify the specific customer groups, which is to be focused upon to maximize both efficiency and effectiveness.

It is of utmost importance that a firm use its segmentation and targeting process to drive the positioning strategy so that there is a cohesive and integrated approach to the total marketing strategy. However in the process of targeting a consumer group with specific product or service solutions to meet their needs, the organizations should