Integrated Marketing Communication Strategy for Commonwealth Bank of Australia

INTEGRATED
MARKETING
COMMUNICATION

INTRODUCTION
• Communication is a crucial aspect that helps the sustainability of an organization
• Through effective communication an organization or business can promote its brand and increase
awareness of the products or services of the company among potential customers
• Integrated Marketing Communication is a marketing strategy that incorporates effective
communication with marketing
• In this study the IMC strategy for Commonwealth Bank Of Australia is analysed

ANALYSIS OF INTERNAL AND EXTERNAL
SITUATIONS
Internal Environment
Brand Image
Brand Promotions
Prvious promotional activities
Strengths and weaknesses of the brand

TARGET MARKET (Customer Segments And
Strategies For Engagement)
Market
Low Value Customers
Limited financial needs and income
Uses services from several bank simultaneously
Medium Value Customers
Almost all the business in one bank
Business across sevral banks
High Value Customers
Customers with large deposits or loans with the bank
Ex Customers
Closed accounts
Inactive accounts
Market
High Value Customers
Retention
Medium Value Customers
Retention
Low Value Customers
Upgradation
Retention
Ex Customers
Re engagement
Market
Low Value Customers
Limited financial needs and income
Uses services from several bank simultaneously
Medium Value Customers
Almost all the business in one bank
Business across sevral banks
High Value Customers
Customers with large deposits or loans with the bank
Ex Customers
Closed accounts
Inactive accounts