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ABSTRACT
Markets have become global. For this purpose and to meet the growing challenges, market communication should be done very nicely. Good marketing requires good customer identification. Marketing is necessary and important because it takes place all around us everyday. It has major effect on our lives and is crucial to the survival and success of business firms and individuals. Successful marketing provides the promise of and improved quality of life, a better society and a more peaceful life. Marketing goes beyond a single transaction. Rather, the aim is to develop ties and relationships. All this is possible with the help of better integrated marketing communications. It is a holistic approach of disseminating information about the company as well as products and services to the myriad people in home and abroad. Nirma Group of companies has chosen an integrated marketing communications so as to reach each and every segment of society and individuals consumer.
INTRODUCTION
With the change in business scenario, the marketing strategies have changed. This has laid emphasis for a strategic change in the concept of marketing mix. In academia North-Western University was perhaps the first to recognize the change and incorporate the new marketing mix in its teaching. Don Schultz and later by another leading IMC theorist Bob Blattberg. W VanWaterschoot and C Van den Bulte (1992) have stressed on the change in the marketing mix.
In the new mix, traditional 4 Ps of Product, Price, Place and Promotion are all there but reconfigured. The fourth P has become just Personal Selling. All the corporate entities presently have marketing mix to a particular degree. The question here arises is what happens to Promotion. As per the latest theory, Promotion here in the broader sense becomes IMC. IMC promotes the total marketing mix.
Marketing communication of the product or service happens through its packaging, design, advertising and publicity. Marketing communication of the price is through the selection of prestige, competitive or value pricing and through retail ads. Marketing communication of the place is through the distribution channel and promotional vehicle, such as store atmosphere and point of purchase ads and promotions. Marketing communication of personal selling is through exhibits such as trade shows and increasingly pre-selling through a commercial web page on...