Red Bulls Integrated Marketing Mix

1649 Words7 Pages
Integrated marketing communication is a concept that states when a company has a unified focus through its individual units as one cohesive strategic marketing plan, then it is said to have an integrated marketing communication system. The cohesion is what makes this marketing communication system integrated. Aristotle in Metaphysica said: “The whole is more than the sum of its parts. But Kurt Koffka said: It is more correct to say that the whole is something else than the sum of its parts, because summing up is a meaningless procedure, whereas the whole-part relationship is meaningful." This is a more apropos take on the concept of integrated marketing communication. Integrated Marketing Communication (IMC) is more than just putting pieces together; it is for lack of better terms a ‘movement ‘and focus within the company. Integrated Marketing Communication (IMC) is important to the success of any business. Through ICM, businesses’ respond to feedback from their customers. Feedback is gotten from surveys, sophisticated tracking of purchases and other ways of determining customer satisfaction. This means that companies are focusing more on the consumer needs and wants than in the traditional sense of focusing more on the product. “The American Marketing Association defines integrated marketing communication (IMC) as a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.’ Part of the integrated marketing communication is the marketing mix. This combines marketing and communication together. When this is done this mix is usually evaluated under eight categories: sales promotion, public relations and publicity, events and experiences, direct marketing, interactive marketing, word –of-mouth marketing, and the sales force.” Red
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