In the mid-1980s, American marketing guru Don Schultz proposed and developed the concept of integrated marketing communications (IMC). It refers to the unification of all communication activities related to corporate marketing, confirming and evaluating the strategic role of various communication methods, and using various media or other contact methods to establish constructive relationships with employees, customers, other stakeholders, and the general public. relationships, thereby establishing and strengthening mutually beneficial relationships with them, and combining these methods to seamlessly combine dispersed information to provide clarity, consistency and maximum communication impact. The core idea of ??IMC is: to integrate all internal and external resources of the enterprise, reshape the enterprise's production behavior and market behavior, and fully mobilize all positive factors to achieve the unified communication goal of the enterprise. Let’s start with a case to understand the power of this theory: In 1986, Mars Food (M&M/Mars) embraced Dove and regarded the Dove brand, born out of love, as the apple of its eye. After improving the purity and taste of Dove chocolate, Mars Food launched new chocolate flavors such as milk chocolate and dark chocolate in the 1990s. These chocolates continued the legend of Dove, and the popularity of Dove chocolate continues to this day. . Dove entered the British market in 1960. Before Dove entered the UK, the British country also produced chocolate. As a stunner among desserts, almost no one can refuse chocolate. However, competition in the industry is particularly fierce, with SWISSTHINS, GUYLIAN, DUCD'O, DCOSLE, etc. having a higher market share in the UK than Dove. Since then, Dove has determined marketing strategies from six levels: product, publicity, pricing, channel, emotion and promotion to integrate all available marketing methods. I know you definitely want to see the specific strategies, their specific marketing strategies Contains: 1. Product strategy 1) Products: eight classic flavors, giving unique appearance and romantic connotation, silky star-strawberry flavored double chocolate; Dove attracts consumers by constantly introducing new flavors of chocolate to satisfy consumers' various needs. taste needs. 2) Packaging: Dove chocolate is better than the packaging of domestic brands in the Chinese market. Visually, it makes customers feel that the quality is better and the style is higher. Packaging is also divided into high, medium and low grades such as independent packaging, small packaging, plastic packaging and iron boxes. We also carry out various packaging for holiday gift packages and various chocolates for young people to express their feelings. Take Dove Raisin Milk Chocolate as an example. With its fresh and bright color combination and eye-catching and convenient shape design, it attracts consumers facing many products in supermarkets. 2. Advertising strategy Dove Chocolate’s advertising slogan focuses on consumers’ experience. The reason why "Rasphberry & Dark Chocolate Swirl Silky Smooth PROMISES" is a classic is that it can describe the delicate and smooth feeling of chocolate with silk, the artistic conception is lofty enough, and the imagination is rich enough. Make full use of visual experience and maximize the power of language. 3. Price strategy "Mars" Dove adopts unified pricing in the UK. It is a large multinational enterprise with strong scale and financial strength. "Mars" believes that maintaining unified prices in the British market is beneficial to the company and The product maintains a consistent image in the market, and it helps the company formulate a unified market strategy, making it easier for the company headquarters to control the entire marketing activities. Price can convey information about products, companies, etc. to potential buyers. Customers often consider price and quality together, and often believe that high-quality products should be priced high, and high prices should reflect high quality. This is exactly what Dove believes in China. Taking the route of using high technology to produce high-quality chocolate, the cost is high, and the price must be correspondingly high. Of course, there are also corresponding low-priced products. 4. Channel strategy Dove negotiated with supermarkets and used the cost of normal display to display chocolates in cold air cabinets that sell fresh milk and fresh meat products, thereby solving the problem of storing chocolate in summer. Moreover, by bundling sales with Coca-Cola, a hot-selling product in the summer, it has achieved a significant increase in off-season sales. Or directly set up stores in first-tier cities.

Due to the need to receive and process a large amount of information every day, consumers have developed a "little taste" approach to information processing. They rely on cognition, limiting the information they collect to the smallest possible range, and making judgments and decisions based on this. For consumers, whether it is correct or not, what they perceive is the fact. This requires that the information about the product or service provided by the producer must be clear, consistent and easy to understand, thereby forming a consistent image in the minds of consumers. 3. Taking relationship marketing as the purpose Although marketing has not changed its fundamental purpose - sales, the way to achieve the purpose has changed due to the consumer-centered marketing theory. If in the past, product differentiation could be achieved through a large amount of advertising, public relations, activities, etc., today's manufacturers are far from that lucky. Due to similarities in products, prices and even sales channels, consumers are repelled by mass media. Only by establishing long-term good relationships with consumers can manufacturers form brand differentiation. Integrated marketing communication is a powerful weapon to achieve relationship marketing. 4. The essence of recycling and the consumer-centered marketing concept determine that enterprises cannot meet the one-time needs of consumers as their ultimate goal. Only by adjusting their production, operation and sales in line with changes in consumers can the survival of enterprises in the future The way to development. The consumer database is the foundation and starting point of the entire relationship marketing and integrated marketing communications, so a constantly updated and improved database has become a necessity. Modern computer technology and various contact controls have enabled two-way communication between producers and consumers, which allows us to understand changes in consumer attitudes and behaviors. Some companies such as Nestle and Heinz use clubs to communicate between consumers and producers. Direct connections have been established between them; some airlines, hotels, and large retailers have also established consumer databases to form fixed connections; some companies have also used emerging Internet technologies to set up virtual communities to provide space for consumers’ information feedback. , understand consumer satisfaction with products, learn valuable information, and find new opportunities for the further development of the company.