IMC Situation Analysis, Communication Objectives, and Strategy Mix

This presentation provides a comprehensive analysis of the IMC issue, including internal and external analysis, communication objectives, and strategy mix. It also offers recommendations for Commonwealth Bank to expand its operations and introduce new products and services to acquire market share.

S C H O L A R I D :
IMC

Situation Analysis around the IMC issue
Internal Analysis
Promotional Capabilities:
Prior Promotional Plans:
Brand Image:
Strengths and Weaknesses of Services:

Cont…
External Analysis
Customer Analysis:
Competitive Analysis:
Environmental Analysis:

IMC Communication objectives
To offer the right message and data to the clients and creates
interest between them about the differentiation of product
from its key market players.
To target the right set of customers by keeping them educated
regarding the banking facilities offered by commonwealth
bank of Australia
To attain high communication standard via promotions,
advertisements, and other direct marketing strategies
To enhance the word of mouth promotion by providing
effective communication procedure along with, influences the
attitude of targeted customers to remain engaged with the
company.
To focus on 90% of targeted customers in both global and
local segment of the market in upcoming years

Communication Strategy Mix
Advertising
Personal Selling
Sales Promotion
Public relations
Direct marketing
Event sponsorship

Recommendations and Conclusion
Commonwealth bank should enlarge their
operation in both domestic with the
international market.
The company can introduce the new products
with services with the aim of acquiring the
market share .
As per the above interpretation, it could be
summarised that commonwealth bank is one
of the leading financial institution and banks
in domestic with the global market.

References
Blakeman, R. (2018). Integrated marketing communication:
creative strategy from idea to implementation. Rowman &
Littlefield.
Camilleri, M. A. (2017). Unlocking Corporate Social
Responsibility Through Integrated Marketing
Communication. In Corporate Sustainability, Social
Responsibility and Environmental Management (pp. 41-59).
Springer, Cham.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., &
Maplestone, V. L. (2016). Exploring the integration of social
media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing
Intelligence & Planning, 34(1), 19-40.