Integrated Marketing Communications Essay

Answer1 The Vocalpoint chopine launched by P&G was a well sought proscribed mean to market the products by victimization the word of mouth merchandising strategy. Inclusion of the m otherwises from around the country was a cunning decision do by the managers at P&G the reason for this universe was that mothers be the integritys who usually purchase the products for the ho subroutinehold or domestic use so convincing them and then make them work in selling the new-fashi whizzd offering so an immaculate move by the management of P&G.Another benefit which P&G gained by devising this Vocalpoint plan was that, housewives are hard to target as they do not use technology that often, rather they spend a big part of their unoccupied time in gossiping with their friends consequently the best possible style to market the offerings to them was by this word of mouth publicity. P&G get pretty much short term and tenacious term benefits by applying this strategy the nearly outstandi ng one was that launching this course of instruction helped the libertine in increasing the sales by a considerable cessation which obviously is the sole aim of launching any marketing campaign.In addition to this external clients of P&G besides earned bulky profits by employ this program and so as a result P&G got its share in the profits, this amount was as higher as 1 one thousand million USD. The job of the R&D department got less hectic as it was able to get the want feedback on the latest products this was helpful for it in reservation changes to the existing products and also to the ones which are undergoing the process of development. adept of the long term benefits which came to P&Gs way as a result of this program was that it got a solid loyal customer base on which it quite a little take advantage in the forthcoming age. The connect and develop program of P&G also got coarse support as a result of this program and the marketing intelligence of the company ov erall increased. Better customer alliance management is also one aspect of the Vocalpoint program which was advantageous for the sozzled because it helped the managers in moiling the consumers mindset and hence forecasting the consumers behavior became easily.The customers on the other hand became increasingly brand loyal to the company as they were acquiring tailor made products for themselves because P&G was able to see their latent and covert needs in an adept manner same no one else was doing. The overall impact of this go through on the authority of the libertine was immaculate as it was a win-win situation for the company the managers were getting the ins and outs of the target market in no time whatsoever so the overall time consumed in the processes of product development got reduced.This decrease in the overall product development time acted as a militant advantage for the managers as they were able to deliver the market with the products it wanted in much lesser ti me than the competitors. Another addition was that the managers at the true were getting customer generated feedback on the latest products and that too in trifling time so this enabled them to alter their strategies if needed be the consumer on the other hand were liking this as they were getting tailor-made products for their usage (Sirgy 1998).Answer2 Analyzing from the stage business perspective one has to say that the programs such as Vocalpoint and affright moldiness go on as they are beneficial for the businesses in the drawn-out run and same is the case with P&G. Having said that one has to guide that these projects and programs are certainly not the ones, which are based on the good principles and norms laid by the society.In my opinion there are melded ethical issues which are present in such kind of WoM programs. The offset printing and the foremost being is that the psyche to whom the offering is being marketed is un conscious of the verity he is perceiving the interaction as a companionable one upright in general the other soulfulness is acting as a sales soul for a specific firm. My objection regarding this is that if a person is being marketed something then he must have prior companionship of this.For me there is a thin line between marketing and deceiving and this remainder has to be understood by the firms and the marketing managers if there are healthy ethical ways of marketing then what is the point in using the deceptive meat? Another issue in my opinion is that by hiring or deploying WoM marketers the managers are make the society increasingly materialistic as yet the sacred relationships like friendship etc are being used just as an asset and even that without the other person being aware of this all.Objectifying the society is one thing which to me is intolerable and as this eventually ruins the complete basic structure of the civilization which really is denting in terms of the coming(prenominal) perspectives. C onsidering the Tremor program I can firmly state that this was one project on which I have serious reservations the reason for this being is that P&G was using minors (children under 18 years ) to market its products this is one ridiculous way of marketing.The reason for this is that this is the age where the person learns the most, from its society and surroundings and if the society is indulged in inducing the materialistic thoughts in kids then this ordain be injurious for the entire brotherly apparatus this is the stage at which the children must be taught how to honor and value the relationships only if such deceptive marketing projects destroys the whole brought up of a child.One legal issue which too arises as a result of the comprehension of minors in the marketing programs is that these kids are underage legally so they cannot be made a part of any marketing project without the prior consent of their guardians (Malachowski 2001) this is one thing which was completely n eglected by the managers at P&G and hence they violated the rules and regulations laid by the government.In the Tremor programs the minors were not allowed to tell the reality to the person to which they are interacting this is something which is immoral and to me for this the firm has to be penalized can we teach our younger generations to indulge into immoral activities just for the sake of money? This is a million dollar question which has to be answered by the managers at P&G.The Tremor program targeted the minors too which is also an unethical way of making business the reason for this is that the underage people are immature hence they cannot make decisions for themselves (Malachowski 2001) influencing a buyers decision by using rational marketing ploys is a justifiable act but making the kids addict by using deceptive means and backdoor channels has to be abandoned as this certainly is not favorable for the social composition.In sum commercialization of human relationships i s one thing which must be stopped by the marketing managers if someone is indulging in WoM marketing of a firm then he should disclose his affiliation as this is beneficial for the society involving money in the activities of daily life will hurt the society in the longer run.In the Vocalpoint program the managers at P&G were looking to select the mothers which are more social the main reason behind this move was that, as mother is the most sacred and trustworthy relationship in this universe so mothers taste a unique position in the society using their social stature for the marketing purposes was an unreasonable attempt.Answer 3The value of WoM is immense in the present global marketing scenario, the primary reason for this is that cod to the increase in the globalization the nature of the competition has increased exponentially and so to do business and earn profits a firm has to market its offering to the target buyers. With the increase in the ecstasy of competition and tech nology the media of marketing have too increased and thus in such an overall marketing environment WoM publicity is something which is of colossal significance (Bothma 2003).Direct marketing and interactive marketing have endlessly been profitable ways of interacting and influencing the consumers the reason behind this is that first of all these means are less expensive than the other marketing tactics (Tuckwell 2004). In addition to this the marketers get to know more about the ins and outs of the buyers black box as known that these are the two methods which are an integral part of the IMC mix hence applying them together makes it easier for the marketers to timely comprehend the latent and covert needs of the buyers and thus they can make the needful changes to the offerings and strategies.WoM advocacy is beneficial in the present scenario because it enables the marketers to interact with the customers and hence they can obtain the customer generated feedback regarding their p roducts in addition to this, as there is no such middle channel involved in between the marketer and the buyer (as the WoM marketer is a part of the company) so it becomes easier to get the meat of the consumer.The firms once get the timely feedback can make suitable adjustments and alterations in the product designs, strategies etc and in this way eventually WoM publicity acts as a source of competitive advantage for the company in this era of tempestuous competition. After understanding the consumer psyche if need be, then suitable sales promotions can be launched which are an essential component of the overall IMC mix (Blakeman 2009)The holistic marketing concept has to be applied as per the record book because consumer centricity is something plays a vital role in the overall growth of the firm. Establishing long term business relations with the buyers is only possible if the market is provided with what is demanded by it. The nature of the relationship between the firm and i ts related publics should be exceptional, as this affects the performance of the company in the longer run WoM publicity is one thing which helps in building stronger relationships between the publics and the company (Baker 2001).