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IMC Approach to Target Market

For the marketing of our VPN, we will employ an integrated marketing communications (IMC) approach to deliver a clear and consistent message to our target market. According to P. Griffith Lindell in "Lining up Your Marketing Ducks; Integrated Marketing Communications," an IMC starts by understanding the customerÆs dilemma. Then, ôyou can integrate all the marketing communications elements into a unified, well-orchertrated campaign by developing a relevant umbrella theme that can accommodate all the various marketing communications tactics.ö (Moriarty). Consistent with this philosophy, we have identified a working description of the customerÆs dilemma(the need for a total, easy-to-use VPN solution delivered hand-in-hand with full ongoing support and the incorporation of customer concerns into system updates(and we have developed a central marketing message that will be communicated through a variety of channels.

Our central marketing message to the customer, which will become inherent in our brand identity, is that our VPN can provide the same capabilities as leased lines at a lower cost as well as providing a value added of full customer support, a user-friendly interface at the system level, and a responsive support solution. Customers will have one point of contact and will enjoy personalized service and a business relationship where every person in our company seeks to satisfy their business needs while integrating the customer into our business. Our ultimate goal is to provide the customer with superior products and service along with the feeling that he or she is a trusted member of our corporate family.

With this goal in mind, our IMC will use a promotion strategy that incorporates a variety of approaches using different media to appeal to different components of our target market. Our marketing mix will include components of advertising, personal selling, public relations, direct marketing, and possibly sales pr...

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IMC Approach to Target Market. (1969, December 31). In LotsofEssays.com. Retrieved 07:01, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1713005.html