Integrated Marketing Communications | Positioning Strategies

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS1
Executive Summary
The main purpose of the report was to elaborate on the various kinds of the positioning
strategies that are taken recourse to by companies in present age. The report have stated how
the benefit segmentation can help in targeting the market segments. The report have
elucidated on the successful along with the unsuccessful repositioning of the companies
within the framework of marketplace. The report have discussed the differences in between
the communication and that of the sales objectives. The report have talked about the various
kinds of strategies in relation to the media scheduling and the messaging strategies that are
used by the companies.

INTEGRATED MARKETING COMMUNICATIONS2
Table of Contents
Introduction................................................................................................................................3
Positioning strategies of brands.................................................................................................3
Benefit segmentation..................................................................................................................5
Market Repositioning.................................................................................................................6
Change in the lifestyles..............................................................................................................6
Communication objectives and the sales objectives..................................................................7
Media scheduling.......................................................................................................................8
Relationship between the elements of marketing.......................................................................9
Rational thinking......................................................................................................................10
Messaging strategy in IMC......................................................................................................10
Innovations in the measurement...............................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

INTEGRATED MARKETING COMMUNICATIONS3
Introduction
Integrated Marketing Communications refers to the approach which helps in
achieving aims in relation to the marketing campaign of a company. It takes recourse to co-
ordinated use of the various kinds of the promotional methods which helps in reinforcing the
effects of each other. It helps in recognizing value of the comprehensive plan which helps in
the evaluation of strategic roles of various kinds of the communication disciplines like
advertising, personal selling, sales promotions along with the personal selling (Finne &
Grönroos, 2017). It helps a company in the integration and in the co-ordination of the
marketing channels that helps in the process of delivering the consistent message to the
people. It helps in integrating various kinds of approaches along with the resources that helps
in maximising the effect on the minds of the customer. This report discusses about the
various kinds of the positioning strategies that are employed by the brands in the market. This
report elucidates on why benefit segmentation can help in targeting the market segments. The
report also talks about the factors that have helped the companies in repositioning themselves
in the marketplace. The report elaborates on how the changing lifestyles of the people can
pave the path for the creation of the opportunities along with the threats for the market. The
report talks about the differences that lies in between the communication objectives and that
of the sales objectives. The report elaborates on the methods in relation to the media
scheduling and the products or the services which employs the methods. The report talks
about the relationship which lies in between the reach, continuity, media budget and the
frequency. It talks about the various kinds of the messaging strategies that are made use of in
the case of integrated marketing communications.