Integrated Marketing Communication

Integrated Marketing Communications is a simple concept. It ensures that

all forms of communications and messages are carefully linked together.
Promotion is one of the Ps in the marketing mix. Promotions has its own
mix of communications tools.
To gain optimum return from this firm has to use all these tools in a most
effective manner
IMC can be really beneficial for Kodak in order to get back in the market as
it was earlier.

Choosing
Choosing the right
Marketing Setting up Target Promotion
Objectives Market the right Mix method
goals
customer to
promote

In order to gain market share again, Kodak should set-

 Marketing objective: Set an objective which they want to achieve
from the strategy. As they are now coming with “Kodak is back with
Black” so there main objective is to change their image in the market
by coming with new innovation such as Kloud, their cloud feature, by
keeping their old essence intact by giving polaroid feature.
 Target Market: Kodak has always wanted to reach to the people
who want to create memories so by keeping this in mind. They are
still targeting the people who likes to save their memories not only in
physical format but now in digital as well.
 Promotion Mix: These are the tools which are used to promote a
product. Kodak can use these tools for creating awareness among
their potential customers. It can be through-
 o Advertising
o Personal selling
o Public relation
o Digital Marketing

AIDA Model
• Creating buzz in the market about the product
Attention • Making people know about the product

• Generating interest in the benefits of your product or service, and

Interest sufficient interest to encourage the buyer to start to research further

• Create desire in customers for your product or service through an

'emotional connection', showing your brand personality. Move the
Desire consumer from 'liking' it to 'wanting it'.

• Move the buyer to interact with your company and taking the next step ie.
downloading a brochure, making the phone call, joining your newsletter,
Action or engaging in live chat, etc.

Kodak can use this model to get answers to every question they face at
every stage