Commonwealth Bank: Comprehensive IMC Analysis and Strategic Report

This report provides an in-depth analysis of Commonwealth Bank's Integrated Marketing Communication (IMC) strategy. It begins with an examination of the bank's internal environment, including promotional capabilities, past promotional plans, and brand image, and then moves on to an external analysis covering customer and competitive analysis. The report identifies key communication objectives, such as targeting specific customer segments and enhancing word-of-mouth promotion. It outlines the communication strategy mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. The report concludes with recommendations for expanding operations and introducing new products to increase market share, emphasizing the bank's position in the global market. The report also provides a literature review that supports the analysis and recommendations. The report is available on Desklib, a platform offering AI-based study tools and solved assignments for students.

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.