Corporate&Retail Communication- IMC

8/12/2019 Corporate&Retail Communication- IMC

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Definition: It is the messages issued by a corporate organization, body, or institute to its

audiences, such as employees, media, channel partners and the generalpublic. Organizations aim to communicate the same message to all

its stakeholders, to transmit coherence, credibility and ethic.

Corporate communication is managing an organization's internal and externalcommunications.


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InternalCommunication

ExternalCommunication

CorporateCommunication


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Planning Corporate Communication

Internal Communication


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External Corporate

Communication techniques

Public

RelationsAdvertising

Personal

Selling

Sales

Promotion


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Components :1. Corporate branding

2. Corporate and organizational identity.

3. Corporate responsibility

4. Corporate reputation

5. Public relations: issues management and mediarelations.


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4.Internal Employee communications

5.Investor Relations

Infosyss website has special section for its investors. Theaim is to inform the investors of the companys financial

performance and status.http://www.infosys.com/investor/default.asp

6.Crisis Communication

http://usinfo.state.gov/products/pubs/pressoffice/crisis.

htm
http://www.infosys.com/investor/default.asphttp://usinfo.state.gov/products/pubs/pressoffice/crisis.htmhttp://usinfo.state.gov/products/pubs/pressoffice/crisis.htmhttp://usinfo.state.gov/products/pubs/pressoffice/crisis.htmhttp://usinfo.state.gov/products/pubs/pressoffice/crisis.htmhttp://www.infosys.com/investor/default.asp


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Importance of Communication /in

Business World Convey Messages

Clarity of Ideas

Get Work Done

Avoid Misunderstandings

Increase Productivity and Efficiency

Employee Job Satisfaction


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Role of Retail Communication Programme

The goal of retail promotion program is to generatesales. And the retailers, in order to achieve this goal,

adopt various methods like informing, persuading andreminding target customer about their existence andtheir products or services.

Thus, informing, persuading and reminding are the keyfunctions of the retail program.


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Information:

This is primary function of the retail promotionprogram. Retailers provide information to thecustomers about themselves and the product andservices they offer. For example, the most commontool for disseminating information is theadvertisements placed by supermarkets in the newspapers that inform us about the special discount priceson its groceries.


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Persuading

This is an important function of the retail promotion program. Itinvolves asking people to visit the store and purchase its merchandiseand or services. For example, a supermarket might offer discountcoupons to customers through newspapers and motivate them to buy

products.

Reminding

It involves reminding its customers frequently about its products and itsbenefits, so that customers loyalty towards the store. Though a retailermay be liked by customers, it could be very difficult for the former toretain its customer due to its competitors appeals. Hence, an increasingnumber of retailers, as a part of their reminding task, are developingpromotional strategies like loyalty program or frequent shoppersprogram for their customers.


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Methods of communication with Customer

Paid Impersonal Communications

Advertisement, sales promotional, store atmosphere and websites areexamples of paid impersonal communication.

Paid Personal Communication Retail salespeople are the primary vehicle for providing paid personal

communication to customers. Personal selling is a communicationprocess in which sales people assist customers in satisfying their needsthrough face to face exchanges of information.

Unpaid Impersonal Communication

The primary methods for generating unpaid impersonalcommunication is publicity. Publicity is communication throughsignificant unpaid presentation about the retailer, usually a news story,in personal media.


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Unpaid Personal Communication:

Finally, retailers communicate with their customer at no cost throughword of mouth, communication between people about a retailer. Forexample, retailer attempt to encourage favorable word of mouthcommunication by establishing teen boards composed of high school

students leaders. Board members are encouraged to tell their friendsabout the retailer and its merchandise. On the other hand, unfavorableword of mouth communication can seriously affect the storeperformance.


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Retail Communication Mix

Communication is an integral part of the retailersmarketing strategy.Primarily, communication is used to inform the customers about theretailer, the merchandise and the services.

It also serves as a tool for building the store image. Retailcommunication has moved on from the time when the retailer alonecommunicated with the consumers.

Today, consumers can communicate or reach the organizations.Examples of this include toll free numbers, which retailers provide forcustomer complaints and queries. Another example is the section calledContact Us on the websites of many companies.


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Managing In store Promotion and Events

Types of In store Promotions.

1. Price off Pack.2. Premiums.

3. Self liquidating Premiums.4. Personality promotions.5. Completions.6. Cooperative Promotions7. Samplings.

8. Coupons.9. Cash backs.10. Multi Packs.11. In store sales persons.


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Price off Pack.- 10 Rs offprinted on banded on the pack.

Premiums.- Small gift either in, or occasionally attached to, the pack,e.g. plastic toys

Self liquidating Premiums.- Cheap promotion primarily concerned

with obtaining in store display. The customer right to supplier for thegift, enclosing pack tops plus money. The gifts are likely to be broughtin bulk by the supplier, giving it the benefit of large discount, thusmaking the brought in unit price low enough to be covered by the profiton all extra sales made.

Personality promotions.- Some manufacturer use TV personalities topromote their products, but their appeal may be declining because somany companies now use them. To avoid overexposure some firms nowuse personalities selectively, e.g. in certain part of country.


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Competitions.- These are often printed on the packs with advantage tothe supplier that budget is known in advance, with the requisite number

of prizes ordered from suppliers.

Cooperative Promotions For e.g. two or more branded productssharing (and funding) a joint in store promotion, e.g. garden peat andpacket seeds.

Samplings.- The giving away, often in store, of product sample, sometimes with demonstrator present,

Coupons.- Price-off coupons is printed on the packs or in store handouts, usually allowing a substantial saving on the next purchase of thebrand. The effectiveness of this type of promotion can be significantlyreduced if the store allow the coupons to be redeemed for quite differentgoods this is called malredemption.


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Thank You

Documents

Corporate&Retail Communication- IMC