1. I NTEGRATED MARKETING Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao Group 6 Beilei Tang Jia Chen Zhimin Zheng Gang Cao

2. W HAT IS INTEGRATED MARKETING  Definition Integrated Marketing is based on a Consumer-Centricity concept, integrating different marketing resources to broadcast product information to customer in a consistent goal and uniform image, so that making the effort of marketing long-term and maximize. And it focuses on the entire company perspective. Group6

3. W HAT IS INTEGRATED MARKETING  Introduction COMPANYCOMPANY PRODUCTPRODUCT CUSTOMERCUSTOMER MARKETING MARKETING STRATEGY INTEGRATION Briefly, It is a way to integrate marketing resources, making the communication between product and customer a high efficiency. Group6

4. M ARKETING TOOLS Marketing Resources Advertising public relation promotion direct selling sponsorship Experiential Marketing corporate identity (CI) Fair packaging Mouth Publicity E-Marketing Group6

5. F EATURES  Consumer-Centricity  Resources integration  A single voice  Systematic Group6

6. C ASE : S TARBUCKS ‘N OTE TO SELF ’ C AMPAIGN The objectives of this campaign are to thwart McDonald’s entry into the coffee market aimed at increasing customer retention and brand loyalty especially the age group 18 – 34 The key content is that Starbucks offer you high quality coffee, committed baristas and a welcoming environment with just pay more one dime Traditional and non-traditional media work together to emphasize an integrated marketing strategy, mostly focus on print, internet, outdoor Group6

7. C ASE : S TARBUCKS ‘N OTE TO SELF ’ C AMPAIGN Print  Traditional advertising includes print ads in eight national magazines.  Such as Elle, Glamour, Women’s health and GQ.  Give customers the real and physical feeling of Starbucks  Newspaper is also a large portion of print strategy especially on the college newspaper. Group6

8. C ASE : S TARBUCKS ‘N OTE TO SELF ’ C AMPAIGN Internet  Connecting with customers on the internet is crucial because of the sheer amount of time spent and number of sites 18 to 34 year olds visit everyday. Group6

9. C ASE : S TARBUCKS ‘N OTE TO SELF ’ C AMPAIGN Outdoor  Include posting, ads on bus and bus stops, and billboards are targeted in most big cities that deliver the information.  These ads attract the attention of customers who commute to work and home. Group6

10. C ASE : S TARBUCKS ‘N OTE TO SELF ’ C AMPAIGN  In store promotions  Welcome packets  Leaflet distribution  Radios  Emails Group6

11. Extended theories of IM Group6

12. S ERVICE -P ROFIT C HAIN Employee Customer satisfaction Customer loyalty Profitability Integrated marketing (IM) is a management strategy focuses on Stakeholders, employees and customers Customer loyalty drives profitability Customer satisfaction drives loyally Satisfied is not enough for loyalty What makes customers very satisfied? Group6

13. Suppliers Buyers Substitutes Potential entrants Industry competitors Five Forces Model Stakeholders and influencers Five Forces Model of Industry Attractiveness Group6

14. SWOT A NALYSIS  Strengths  Weaknesses  Opportunities  Threats Group6

15. I MPLEMENTATION STEPS STEP1 Identify potential integration marketing deals STEP2 Conduct proof of concept testing STEP3 Strike your first deal Duplicate and scale STEP4 Group6

16. W HAT IS INTEGRATED MARKETING COMMUNICATION IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Group6

17. T HE DIFFERENCE BETWEEN IM AND IMC IM: It is concerned with alignment and focus of the whole organization. IMC: It aims to ensure consistency of message and the complementary use of media. Group6

18. THANK YOU!!! Group 6