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Consumer Integrated Marketing Communications Campaign - Case Study Example

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This paper "Consumer Integrated Marketing Communications Campaign" aims to create a model that visualises the steps for a consumer campaign, showing what factors influence each step. Relevant pieces of literature are consulted in order to come up with a model. …
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Consumer Integrated Marketing Communications Campaign
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With the sophistication of the modern marketplace, both in terms of the consumers and competitors, mass marketing is no longer winning strategy in business (Reid, Luxton & Mavondo 2005). Marketing philosophy is about doing business by choosing a company consumers, satisfying them, and deriving profits out of customer loyalty and repeat purchases (Liodice 2008).
The best way for an existing business to conduct segmentation is by determining its most profitable customers, classifying them into groups using a variable that greatly influences them on their decisions regarding the brand (Duncan 2004). These variables can range from benefits sought, their demographics, their psychographics, or their relationship level with the company (Duncan 2004). The company can then look at the segment where it can focus and serve well.
Consumers heart. When the company has already profiled its current customers and has chosen which segment it should focus on and serve well, the company has to know this segment very well in order to fully satisfy it, ensure loyalty and repeat purchase, in order to translate market share into sales to the company (Smith, Srinath, & Chatterjee 2006). The consumers heart framework includes the consumer segments personality--demographics and psychographics; competition that possibly in their awareness and evoked sets—direct and indirect competition in resolving the problem or opportunity; and consumer insights in the form of explicit and implicit needs in solving the problem or opportunity (Smith, Srinath, & Chatterjee 2006). Knowing the personal information regarding a consumer segment can reflect the consumer's purchase behaviour (Liodice 2008). Knowing the competition will enable the marketer to know how it can position itself in the process (Liodice 2008). The insights will provide the company with the benefits that consumers look for in a brand (Liodice 2008).  ...Download file to see next pagesRead More
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