With today’s culture of changing fads and instant
gratification, cut throat completion and ever changing markets it is important
for organizations to stand out from the rest and create a picture of their
brand in the customer’s mind. Increase in completion, technology use and better
informed customers, it is necessary that businesses should make an impact on
the target audience.
Many businesses are unable to integrate their
marketing efforts to leave a lasting impact on the customer. Many a times their
efforts keep the customers guessing about the brand. Thus, Integrated Marketing
Communications is an important step to create a better awareness of the brand
in the consumer’s mind set. It can be used as an important tool to synchronize
all the marketing efforts into a single direction.
Brand identity and
A brand identity is face of a business and forms a
complex relation with the customers. It is everything that the customers
perceive the company stands for and crates a consistency and loyalty. The image
projected to public must be consistent with brand identity. In the year of
1992, Professor Jean-Noel Kapferer introduced a model for brand identity. It
showed six elements to build a brand identity and strengthen it using the
FCB grid is based on the fact that left
and right side of brain are working differently and perform different task i.e.
rational thinking and other part is more towards feelings and emotions. FCB
Grid Model is used for understating what kind of advertising is suitable for
which category. The classification is done on should the advertising be
rational informative or emotional feel. How the target audience behave (buying
behaviour)? What are the motivations for buying? What kind of need is fulfilled
by the buying?
FCB grid classifies the advertising into 4
quadrants. On Y axis is has the factor involvement while buying (High
Involvement or Low Involvement) whereas on X axis it has Thinking or Feeling as
the two extremes.
IMC in India
Currently, India is one of
the favourite markets around the world. Its popularity is increasing due the
fact that the disposable income of the middle class is increasing. The
population is getting more tech-savvy and informed. However, the issue is that
the customers in India are fragmented in nature. And with the frequent changes
in the large geographical area, it has resulted in a rather problematic
distribution system. Plus, the cultural diversity makes it even more difficult
to market the goods. Being a protected economy for a long period of time,
companies had less completion and did not focus more in integrated
communication channels for marketing.
Today businesses are
spending money not only on products but on understanding what exactly the consumer
expectation and needs are and coming up with campaigns to satisfy those pain
points. After this, the biggest importance of IMC is to understand how to
create and distribute the advertisements so that they reach the right audience
at the right time and right place. Companies are looking at a ‘GLOCAL’ concept
to examine the demographics, cultural and social factors of the Indian