Integrated Marketing

Information System
A Framework

Group Members
Lijo Mathen
Rahul Ransure
Vishal Rane
Bhushan Meshram
Sujeet Shetty
Meaning of IMC
All forms of communications carefully linked
together.

Essense:
Communications tools work better in harmony

The sum is greater than their parts

Integrated Marketing Communication
Coordination and integration of all marketing
communication tools, within a company
Maximizes the impact on consumers and other end
users at a minimal cost
IMC program uses all the elements of the
marketing mix (product, price, place, promotion) and
public relations
Types of Integration
Horizontal Integration
Occurs across the marketing mix and across
business functions

Vertical Integration
Marketing and communications objectives must
support the higher level corporate objectives and
corporate missions
Types of Integration (Cont’d)
Internal Integration
requires internal marketing - keeping all staff informed
and motivated about any new developments

External Integration
Requires external partners such as advertising and PR
agencies to work closely together to deliver a single
seamless solution — an integrated message
Benefits of IMC
It can create competitive advantage, boost sales and
profits, while saving money, time and stress.
Helps the organisation simultaneously consolidate its
image, develop a dialogue and nurture its relationship with
customers
a unified message has more impact than a disjointed
myriad of messages
Carefully linked messages also help buyers by giving timely
reminders, updated information and special offers which,
when presented in a planned sequence, help them move
comfortably through the stages of their buying process
Barriers to IMC
Some organizational structures isolate
communications, data, and even managers from
each other
IMC can restrict creativity. No more wild and wacky
sales promotions unless they fit into the overall
marketing communications strategy
Most managers and even agencies lack expertise
in IMC.
Golden Rules
Get Senior Management Support
Put ‘Integration’ on the main agenda
Focus on a clear marketing communications strategy
Start with a Zero Budget. Start from scratch.
Build a new communications plan. Specify what you
need to do
Think Customers First
Build Relationships and Brand Values
Golden Rules
Develop a Good Marketing Information System which
defines who needs what information when
Be prepared to change it all. Learn from experience.
 Software
Resources
Data
Resources

System Activities

Control of System
Hardware
Resources

Data
Data Info
Process
Input Output
ing

People
Resources
Storage of Data

Network
Resources
Importance of Info Systems
Three major roles of the business applications of
information systems include:
Support Business Processes – involves dealing with
information systems that support the business processes
and operations in a business.
Support Decision Making – help decision makers to
make better decisions and attempt to gain a competitive
advantage.
Support Competitive Advantage – help decision
makers to gain a strategic advantage over competitors
requires innovative use of information technology.
 Suppliers
Extranet Suppliers
Company
Boundary

Supply Chain Management

Intranet

Engineering Manufacturing Accounting

and Research and Production and Finance

Intranet

Customer Relationship Management

Extranet

End Consumers
Importance of Constant Info
The Internet and intranets, and between an
enterprise and its trading partners (extranets) –
have become primary information sources
e-business enterprises rely on such technologies to:
Reengineer and revitalize internal business processes
Implement electronic commerce systems among
businesses and their customers and suppliers
Promote enterprise collaboration among business teams
and workgroups
E-business
Use of technologies to work and empower processes,
electronic commerce, and enterprise communication

collaboration within and outside the company

Enterprise collaboration systems involve the use of

groupware tools to support communication,
coordination, and collaboration among the members
of networked teams and workgroups.
 Investi
Mainta gate
in

Developing Analyz
Information
Suppliers e
System
Imple Solutions
ment

Design
Information System
A system or process that provides information needed
to manage organizations effectively
A system in which marketing information is formally
gathered, stored, analysed and distributed to
managers in accordance with their informational
needs on a regular basis
Marketing Information System
The information needed by marketing managers
comes from internal company records, marketing
intelligence and marketing research.
The information analysis system then processes this
information to make it more useful for managers.
People, equipment and procedures to gather, sort,
analyze, evaluate and distribute needed, timely and
accurate information to marketing decision makers
Internal Records
Information gathered from sources within the
company to evaluate marketing performances and to
detect marketing problems and opportunities.
Most marketing managers use internal records and
reports regularly, especially for making day-to-day
planning, implementation and control decisions.
Internal records information consists of information
gathered from sources within the company to evaluate
marketing performance and to detect marketing
problems and opportunities.
Marketing Intelligence
Daily information about developments in changing
marketing environment that helps managers prepares
marketing plans
The marketing intelligence system determines the
intelligence needed, collects it by searching the
environment and delivers it to marketing managers
who need it
Much intelligence is from the company's personnel -
executives, engineers and scientists, purchasing agents
and the sales force
Sourcing for information
The company must also persuade suppliers, resellers and
customers to pass along important intelligence.
Some information on competitor’s conies from what they say
about themselves in annual reports, speeches, press releases and
advertisements.
The company can also learn about competitors from what others
say about them in business publications and at trade shows
Buying and analyzing competitors' products, monitoring their
sales and checking for new patents.
Companies also buy intelligence information from outside
suppliers.
Cont’d
Some companies set up an office to collect and circulate
marketing intelligence.
The staff scans relevant publications, summarize important
news and send news bulletins to marketing managers.
They develop a file of intelligence information and help
managers evaluate new information.
These services greatly improve the quality of information
available to marketing managers.
The methods used to gather competitive information range
from the ridiculous to the illegal.
‘Practical’ Examples
Federal Express, within the marketing department,
activities are centered around customer segments.
Each segment is staffed by a cross-functional team
composed of a manager, a marketer, an analyst, an agency
account executive, and--if applicable--a representative from
the agency-managed fulfillment house.
These cross-functional teams meet as frequently as
necessary.
E-mail has greatly facilitated this integration.
All marketing vendors are connected to FedEx and to each
other through the FedEx corporate e-mail system.
Accenture
Forced to change its name from Andersen Consulting
Developed a rebranding campaign that utilized a fully
IMC program
The Company placed large scale outdoor ads
Coated 10 cabs across London
Numerous sponsorships
THANK YOU!