In the mid-1980s, marketing guru and Don Schultz put forward and developed the idea of Integrated Marketing Communication (IMC). It refers to unifying all communication activities related to enterprise marketing, confirming and evaluating the strategic role of various communication methods, so as to establish constructive relations with employees, customers, other stakeholders and the general public through various media or other contact methods, so as to establish and strengthen mutually beneficial relations with them, and combine scattered information seamlessly with these methods to provide clear, continuous and maximized communication influence. The core idea of IMC is to recreate the production behavior and market behavior of enterprises by integrating all resources inside and outside the enterprise, fully mobilize all positive factors, and realize the unified communication goal of enterprises. Let's first understand the power of this theory from a case: 1986, M& Foods(M & amp；; M/Mars) held Dove in her arms and regarded the Dove brand born of love as the apple of her eye. After improving the purity and taste of Dove chocolate, Mars Foods introduced new flavors of chocolate such as milk chocolate and dark chocolate in 1990s. These chocolates continue to write the legend of Dove, and the popularity of Dove chocolate continues to this day. Dove entered the British market on 1960. Before Dove entered Britain, the country of Britain also produced its own chocolate. As a stunner in dessert, almost no one can refuse. However, the competition in the industry is particularly fierce, and the market share of SWISSTHINS, GUYLIAN, DUCD'O and DCOSLE in the UK is higher than that of Dove. Since then, Dove has determined the marketing strategy from six levels: product, publicity, pricing, channel, emotion and promotion, and integrated all available marketing means. I know you'll want to see the specific strategy. Their specific marketing strategies are: 1. Product strategy 1) products: eight classic flavors, giving a unique appearance and romantic connotation-strawberry double chocolate; Dove attracts consumers by constantly introducing new flavors of chocolate to meet their needs for various flavors. 2) Packaging: Dove chocolate is superior to the packaging of domestic brands in China market, so that customers can feel better quality and style visually. Packaging is also divided into independent packaging, small packaging, plastic packaging and iron boxes and other high, medium and low grade. There will also be all kinds of packaging for holiday gifts and chocolates for young people to express their feelings. Taking Dovetizi milk chocolate as an example, with fresh and bright color matching and eye-catching and convenient design, it attracts consumers facing many commodities in supermarkets. 2. Advertising Strategy The advertising language of Dove Chocolate pays attention to the consumer experience. Raspberry & AmpdarkhocoolateswirlkySmoothPromises is classic because it can describe the delicate and silky feeling of chocolate with high artistic conception and rich imagination. Make full use of visual feelings and exert the power of language to the extreme. 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 a uniform price in the British market is conducive to maintaining a consistent image of the company and products in the market, helping enterprises to formulate a unified marketing strategy, and facilitating the company's headquarters to control the entire marketing activities. Price can convey information about products and enterprises to potential buyers. Customers tend to consider price and quality together, and often think that high-quality products should be priced high, and high prices should be high quality. This is exactly the route that Dove took in China. If high-tech is used to produce high-quality chocolate, the price should be correspondingly high. Of course, there are also corresponding low-priced products. 4. After the channel strategy was negotiated with the supermarket, Dove used the normal display cost to display the chocolate in the air-conditioning cabinet selling fresh milk and fresh meat products, thus solving the problem of chocolate preservation in summer. Moreover, through bundling with Coca-Cola, a hot-selling product in summer, the off-season sales have been greatly improved. Or open a store directly in a first-tier city. In terms of sales, "Mars" adopts market vividness. The so-called market vividness refers to all activities that can influence consumers to buy Mars products at the point of sale. Three principles of Mars market vividness: wide distribution-availability; Obvious-visible; Within reach.-within reach. This will strengthen commodity advertising and raise awareness; Attract consumers' attention to Mars products; Make it easy for consumers to see Mars products; Stimulate consumers to buy impulsively; Maintain the image of brands and products in front of consumers and play the role of ground advertising. 5. Publicity strategy In terms of publicity, "Mars" uses posters, flags, stickers, plastic shelves, shelves, floating objects, display filing cabinets, Dove exhibition shelves, cash register shelves, hot-selling shelves and bulk shelves. It also adopts the way of publicity materials plus display, which is much stronger than the effect of individual display. Finally, strive for the cashier display, which is the last sales opportunity; Take small packages and fast-selling varieties and sell the same varieties at every cashier. In terms of promotion, "Mars" seeks various promotional display opportunities, because promotional display can greatly promote product sales and choose the best display location: mainstream channels facing consumers and enough space; Choose suitable varieties: best-selling varieties and seasonal products; Key points: suitable brands and varieties; Have an accurate and clear price tag; Regional display; Proper use of promotional materials: display stands of corresponding brands and the latest posters. Consumers have diverse needs and like to choose. We must increase the number of distribution varieties as much as possible to meet the needs of consumers. Chocolate is a kind of fast-moving consumer goods, which has higher price sensitivity than durable consumer goods. Only when the price is reasonable and the value is worth the money will consumers buy it. 6. Innovation-Emotional Strategy "For brands, apart from the most basic product innovation and advertising methods, it is more important to understand the lives of consumers, find more opportunities in their lives, and be able to communicate with consumers at a deeper level." "You can't refuse chocolate, just like, you can't refuse love." This moving line comes from China's play The Sound of Chocolate. This drama, which skillfully connects chocolate and love, is a cross-border work of art and commerce produced by chocolate brand Dove. "Dove Chocolate hopes to bring' more moments, more places and more smiles' to the lives of all consumers, which is also the vision of our brand." Wei Wei, marketing director, said. Adding emotional elements to products will make consumers more interested in knowing about products and owning them. For example, Zhengdefu launched Heartfelt Chocolate in June 20 10. Compared with ordinary chocolate, its packaging paper is printed with warm words of "heartfelt wishes", which gives consumers a better brand experience. Up to now, you may still have a question mark in your heart. What is integrated marketing? Integrated marketing communication is actually a process of unifying all communication activities related to enterprise marketing. On the one hand, integrated marketing communication covers all communication activities such as advertising, promotion, public relations, direct selling, CI, packaging and news media, on the other hand, it enables enterprises to convey unified communication information to customers. Its central idea is guided by the value of communication between enterprises and customers to meet customers' needs, to determine the unified promotion strategy of enterprises, to coordinate the use of different means of communication, and to give full play to the advantages of different means of communication, so that enterprises can realize low-cost promotion and form a high-impact promotion climax. The connotation of integrated marketing communication is embodied in the following four aspects: First, consumer database is the starting point of integrated marketing communication activities and the guarantee of two-way communication of relationship marketing. The development of modern science and technology makes it possible to measure consumer behavior, which is more accurate than attitude measurement. From the information in the database, we can fully grasp the history of consumers and potential consumers using products, and understand their values, lifestyle, consumption habits, time and way of contacting information, etc. , analyze and predict their needs, so as to determine the communication objectives, channels and messages, and really adopt corresponding strategies for different consumer groups. Second, integrate various means of communication and create consistency, which is determined by the way consumers process information. Due to the need to receive and process a large amount of information every day, consumers have formed a "taste" information processing method. They rely on cognition to limit the collected information to the minimum range, and make judgments and decisions accordingly. For consumers, whether it is right or not, what they perceive is the fact. This requires that the information of products or services provided by producers must be clear, consistent and easy to understand, so as to form a consistent image in the minds of consumers. Third, for the purpose of relationship marketing, although marketing has not changed its fundamental purpose-sales, the way to achieve it has changed because of the consumer-centered marketing theory. If product differentiation can be formed through a large number of advertisements, public relations and activities in the past, then today's manufacturers are far from so lucky. Because of the similarity of products, prices and even sales channels, consumers reject mass media. Only by establishing a long-term good relationship with consumers can manufacturers form brand differentiation, and integrated marketing communication is a powerful weapon to realize relationship marketing. Fourthly, the marketing concept of taking recycling as the essence and taking consumers as the center determines that enterprises cannot take meeting consumers' one-time demand as the ultimate goal, and only adjusting their production, operation and sales with the changes of consumers is the way for future enterprises to survive and develop. Consumer database is the foundation and starting point of the whole relationship marketing and integrated marketing communication, and it needs to be updated and improved constantly. Modern computer technology and various contact controls have realized two-way communication between manufacturers and consumers, from which we can grasp the changes of consumers' attitudes and behaviors. Some enterprises, such as Nestle and Heinz, have established direct contact between consumers and manufacturers in the form of clubs. Some airlines, hotels and large retailers have also established consumer databases, forming a fixed relationship; Some enterprises use the emerging Internet technology to establish virtual communities, provide information feedback space for consumers, learn about consumers' satisfaction with products, draw valuable information from them, and seek new opportunities for the further development of enterprises.