Integrated

Marketing
Communication
and Pricing
Strategy
by GROUP 1
 Our members

Siti Cahya Tazkia Zahra Tiara Ahmad Abdoel

Santini Feng Ardana Permatasari Harits
1501183350 1501180352 1501164019 1501180318
 How will we
communicate
our service?
Integrated Integrated Marketing Communication is

Marketing 01 a step towards an integrated approach in

achieving efficiency by synergy.

Communication Marketing communication represents

Theory 02
the “voice” of the company and its
brands and is the means by which it can
establish a dialogue and build
relationship with customers.

Integrated marketing communication

03 integrates everything that helps a

company to promote its business and
position its product in the market.
Pricing Service
Strategy Theory

01 02 03
Customer Knowledge of Service Variability Limits Providers Are Unwilling
Service Prices Knowledge to Estimate Prices

Approach 1 Approach 2 Approach 3

Cost-Based Pricing Competition-Based Pricing Demand-Based Pricing

Case Study:
British
Airways
Brand Immortality
Made a lot of efforts to promote its brand and corporate
image around the world during 1982-1984
British Airways
Market Potential
Analysis
01 MARKET MATURITY

02 THE TECHNOLOGICAL COMPETENCES

03 TARGET MARKET
Potential
Market Share
Analysis
• Understand customer behaviour
• Identified the market share drivers
• Segment Attractiveness Analysis
• Understand the various needs and
relative value
• Develop segment priorities and position
merchandise
• Revealing
IMC and Pricing
Strategy Analysis
Integrated
Marketing
Communication
Mix Model
The selection of tools that an organization uses
synergistically to communicate its message
IMC Mix Model
Public Advertisin
Relation g
To connect with the customers at the affective
level, the Airlines company may have to
The company can launch a promotional
launched short films or music video. For social
campaign in partnership with Brand
networking website, Facebook, and other
Ambassador.
social media

Sales Personal Securing

Promotion
Airlines company heavily uses the internet for
sales promotions also. To boost sales, the
company offers heavy discounts on the fares of
flights to different destinations by launching
time specific offers for limited periods
Selling Brand
The company can launch a promotional The branding should be done in such a
campaign in partnership with Brand manner which would help in order to rightly
Ambassador. position British Airways
SOSTAC
Analysis
Pricing Service
Strategy in Airline
Service
01 02 03
Total customization Competitive pricing Customer profiling

04 BA?
Brand Image Demand-based Pricing
 Electric communication
will never be a substitute for the
face of someone who with their
soul encourages another person
to be brave and true.
— Charles Dickens