Integrated Marketing Communication - Analysis and Practices

RUNNING HEAD: INTEGRATED MARKETING COMMUNICATION 1
INTEGRATED MARKETING COMMUNICATION
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Contents

INTEGRATED MARKETING COMMUNICATION 2
Identification and analysis..........................................................................................................3
Segmentation..............................................................................................................................3
Persuasion Analysis...................................................................................................................4
Analysis of current advertisement..............................................................................................5
Current IMC practices................................................................................................................5
Reference....................................................................................................................................7

INTEGRATED MARKETING COMMUNICATION 3
Identification and analysis
Segmentation
Roy Morgan called his model of segmentation which can be defined as the innovative
structure of market segmentation which goes way beyond the demographics as well as
psychographics in order to test the values system, mindset as well as approaches that
encourage the consumer behaviour (Viana, 2017). The concept of value segments that can be
utilised to drill it further, proper profiling of the leisure operations of people with preferred
brands as well as media consumption. The report will discuss the Procter & Gamble
organization which is also called P&G, producers as well as sells consumer focussed package
products. The organization have five main business segments which are mentioned below: -
1. Home care and Fabric Care
2. Family care, baby and feminine
3. Grooming
4. Beauty
5. Healthcare
Every segment of the company has its own set of international organization units or GBU.
GBU is important product sections within every segment. For instance, the beauty care and
beauty segments, colour as well as beauty care and salon professional and many more.
Products like Head & Shoulder, Wella, Pantene and Olay which are considered as the most
popular brands in the segment of beauty (Flohr, 2015). All these brands are considered as
megabrands and every earning revenues make one billion dollars each year.
The brands face competition from international brands like Estee Lauder and COTY in
skincare as well as cosmetics. There are other companies as well like Unilever which give
tough competition with brands like AXE and TRESemme and Dove and Vaseline. Olay along