Telecommunication

CONTENTS

Integrated Marketing Communications (IMC) ---------------------------------------------3

Growing Reasons of I.M.C ---------------------------------------------------------------------4

Mobile Phone Service Provider Industry I.M.C Communications Tools ------------6

Conclusion ---------------------------------------------------------------------------------------- 11

Reference ------------------------------------------------------------------------------------------12

INTEGRATED MARKETING COMMUNICATIONS (IMC)

'Integrated Marketing Communications (IMC) .The concept under which a company carefully integrates coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

IMC starts with the identification of consumer needs. IMC builds a strong brand identity in the market-place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all [marketing communications] venues. It means that your PR materials say the same thing as your direct-mail campaign, and your advertising has the same 'look and feel?as your Web site.?

(Kotler & Armstrong, Principles of Marketing, Prentice Hall, 10th Edition, Page 469)

GROWING REASONS OF IMC

There are many reasons why marketers are adopting the IMC approach

A fundamental reason is that they understand the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among various promotional tools, and develop more efficient and effective marketing communications programs. Advocates of IMC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion.

The move to IMC also reflects an adaptation by marketers to a changing environment, particularly with respect to customers, technology, and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use, and buying and shopping patterns. The decline in audience size for many media, marketers are facing the problem of consumers?being less responsive to traditional advertising.

Traditional media advertising has become too expensive and is not cost-effective. Also, escalating price competition in many markets has resulted in marketers pouring more of their promotional budgets into price promotions rather than media advertising.

A movement away from relying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems. Many companies are turning to lower-cost, more targeted communication tools such as event marketing and sponsorships, direct mail, sales promotion, and the Internet as they develop their marketing communication strategies.

A shift in marketplace power from manufacturers to retailers. Due to consolidation in the retail industry, small local retailers are being replaced by regional, national, and international chains. These large retailers are using their clout to demand larger promotional fees and allowances from manufacturers, a practice that often siphons money away from advertising. Moreover, new technologies such as checkout scanners give retailers information on the effectiveness of manufacturers?promotional programs. This is leading many marketers to shift their focus to promotional tools than can produce short-term results, such as sale promotion.

The rapid growth and development of database marketing. Demands for greater accountability from advertising agencies and changes in the way agencies are compensated. The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers.

A successful IMC program requires the right combination of promotional tools and techniques.

MOBILE PHONE SERVICE PROVIDER INDUSTRY IMC COMMUNICATION TOOLS

The IMC communication tools consist of the following elements:

?Advertising

?Direct marketing

?Sales Promotion

?Public Relations

?Sponsorship

The above communication tools that play a distinctive role in an IMC program. Each may take on a variety forms. And each has certain advantages.

Today, mobile phone service provider industry was fiercely competitive. In Malaysia have three major companies to gain the market share. There are maxis, Digi and Celcom.

In order to gain more market share, they utilize their marketing budgets into promotions mix. As we have discuss the importance of growing IMC in previous pages. Therefore, these industries also utilize heavily of IMC. The tools they are heavily use is as following:

Advertising

They will take several forms of advertising such as Press Advertising, paid message in newspaper. Recently, Celcom have advertised about the 'Malaysia's first secret voice messaging?(Sin Chew Daily, 12 Feb 06, Domestic news section, Page 13)

Maxis have advertised about the ?G service can watch online TV programmed such as CNN, BBC, Astro, CNBC and Bloomberg?(Sin Chew Daily, 12 Feb 06, Domestic news section, Page 5)

Digi also have advertised to introduce and promote their latest service for their users like Digi Air Album, Caller Tunes, Bubble Talk, XMS and etc. (Sin Chew Daily, 12 Feb 06, Entertainment section, Page 5)

TV advertising that is commercial messages shown in breaks during and between TV programs. The TV channels they have usually chosen are TV2, TV3, 8tv and ntv7.

Outdoor advertising such as billboards and bus shelters

Transport