MID TERM TEST (TAKE HOME TEST)

Marketing Management – MM5003

October 8th 2020

Renaldo Harjadi
NIM : 29120038

Question #1
a. Integrated Marketing Communication (IMC)
IMC is an approach to create a unified and seamless experience for the customer to interact
with the brand. IMC attempts to integrate all aspects of marketing communication tools
through a respective mix of tactics, methods, channels, media, and activities so everything work
as a unified force. IMC also act as an approach to achieving the objectives of marketing
campaign.
According to AAAA, IMC recognizes the value of a comprehensive plan that evaluate the
strategic roles of a variety of communication disciplines advertising, public relations, personal
selling, and sales promotion and combines them to provide clarity, consistency, and maximum
communication impact.
b. Function of IMC
The role of IMC in the business was to ensure the synergic effect between the brand positioning
and values, obtaining a common message to all communication techniques. IMC also meant to
make difference among products.
There three basic functions of IMC, advertising, promotion, and public relations. Advertising
was one of the main functions of IMC, which completely let company to control the message
to be delivered. Promotions are the activities that get company in front of the public, which
intended to enhance and announce the company brand. Promotions also one of the marketing
mix, promotions has its own mix of communication tools.
So the IMC was an approach to make sure all the tools that are used by the company work
together in harmony. IMC goes a long way to create the brand awareness at low cost.
c. IMC applied to business when a company have a complete tools to promote or advertise their
brand. Also IMC can be applied when company need to reduce their marketing cost while
increasing their brand awareness through the customers.
IMC can be used as a tools to market a new product or new service. By using IMC approach,
the company can promote their product or service more effectively.
Also IMC can be applied when company want to unify their company images brand and
messages as they come through thousand of companies.
d. Applying IMC during Covid-19 Pandemic
The current pandemic has resulted in almost all people in the world having to keep their
distance and reduce social interactions. The pandemic that occurred also had an impact on
businesses which involved a lot of social interaction among customers. Many companies have
experiences a decline in their sales. Implementing or applying IMC to their business can help
them to improve their sales.
There some way to applying IMC during the pandemic situation. As we know that right now,
there are a lot of small business selling their product through social media or online media. This
was one of the way to implement IMC by using social media and online media as tools to
promote or market their product. Beside promoting their service or product through social
media, small business or company can give some promo to attract customers to buy their
product.
Another way to implement the IMC to business is through relations with the customers. In
Industry 4.0 era, it is important to know what customers want and need. So building relations
 with customers is important for company to survive this pandemic situation. There are a lot of
way to interact with customers. One of the way to interact is with social media. In this pandemic
situation, almost every person interact with their smartphone and social media. By that
situation, it is an opportunity for company to interact with customers through the social media.
Held some online event such as webinar, giveaway, or any online event can help company to
maintain their relations with the customer.

Question #2
As it occurred on 2011, so I will give my answer based on the condition of 2011. Firstly I will do
some survey or research for the market condition, especially at the four city mentioned. This survey or
research will only take about 5% from the funds available. Also this research is meant to look which city
is more potential to penetrate first.
Jakarta and Surabaya were the most quite rapid economic and technological development at
that time. So my strategy is to market Haier product one by one for each city mention, I will use the
result from the survey to decide which city to focus on.
After knowing which city become the focus, the next step is to decide which method that is fit
or suitable to use for marketing the Haier product. Haier well known as their home appliances product
has a good quality at that time. So the promotion strategy that I will do is make some graphic promotion
that will involve design and creativity. I will use some strong words to describe how good Haier product
for the customers. This method will take a lot of fund of available funds, more likely 50% from total
funds available. The next step is to put some featured product at shopping store or electronic store.
This is done in order to introduce Haier to the customers. By putting Haier product at some store,
customers may look and knowing Haier product.
The next step is to find many local distributors. This is done in order to ease Haier distribute
the product to the niche market. By this way also enable me to penetrate more to a smaller market. To
increase more market attention to Haier product, I will do some promotion such as giving a small
merchandise to the customers for some terms of purchase.