INTERNAL

MARKETING

SUBMITTED TO:- PROF. YASHMIN SOFAT

SUBMITTED BY:- LOVELEEN KAUR

ROLL NO:- 6335 CLASS:- M.COM 3RD SEM
CONTENTS

 Meaning of internal marketing

 Goal of internal marketing
 Role of internal marketing
 Management approaches to improve internal
marketing
 Importance of internal marketing
 Criticism
 conclusion
MEANING OF INTERNAL MARKETING
 In internal marketing strategy,
employees are treated as “internal
customers” . Internal marketing is the
promotion of a company’s objectives,
products and services to employees
within the organization. The purpose is
to increase employee engagement with
the company’s goals and fostering brand
advocacy.
GOAL OF INTERNAL OF INTERNAL MARKETING

Change management

Build your corporate image

Develop an internal marketing

strategy
CHANGE MANAGEMENT
 When you want to encourage change or
introduce anew system or software. Internal
market can be effective way to gain acceptance
of working new practices and encourage
change through effective communication.
 BUILD YOUR CORPORATE IMAGE
One of the most common understanding
of internal marketing is marketing your
product to your product to your internal
customer .
building a corporate image is about:-
 Building knowledge
 Understanding of company goal ,
strengths.
conveying this to staff to help them
understanding the company’s place in the
market. It leads to increase ability to
communicate with external customer.
DEVELOP AN INTERNAL MARKET STRATEGY

 Decide on and document the

collaboration and commitment
needed to make external
marketing strategies work.
 Your strategy for internal
marketing should include :
 Determine goals
 Agree on resource needed
 Create your story to keep staff
execute.
ROLE OF INTERNAL MARKETING

Workplace/
experience
Implementation
5. Focus on
3. Strategic market employee
approach engagement
4. Human resource 6. Internal brand
General context participation communication
1. Senior management
participation
2. Integrated organization
structure
MANAGEMENT APPROACHES TO IMPROVE
INTERNAL MARKETING

• Perks and incentive s in difficult

1 economic times

• Non-financial rewards and systems

2

• Carrier development
3
4
• Employee engagement

5
• Team building and morale

6
• Social media

• Brand management
7
1. PERKS AND INCENTIVE S IN DIFFICULT
ECONOMIC TIMES

 Most commonly, organizations offer their employees a

variety of perks and incentives. This can be anything
from commission payment to free health insurance.
 During the economic difficulty, it is much more
effective to invest in perks than to remove them. This is
because talented employees can be rewarded for
achievements and preferred staff members can be
retained.
2.NON FINANCIAL REWARD AND BENEFITS

 While most companies may use profits sharing

stock ownership as a perk, it is understood
that not all employees are interested in
financial rewards.
 It comes to notice that, “personal growth is
rated more highly by employees than getting a
fair deal on pay and benefits”.
3. CARRIER DEVELOPMENT
 Carrier development is of vital importance
during the time of recession. It is much more
cost effective to train existing to train existing
employees rather than recruiting new ones.
4. EMPLOYEE ENGAGEMENT
 Employee engagement is the extent to which
employees feel passionate about their jobs, are
committed to the organization, and put
discretionary effort into their work.
5. TEAM BUILDING AND MORALE
 Many organizations encourage team building exercises,
within the workplace. This can enhance an employees
ability to adapt new environment and it also encourage
working in unfamiliar situations. Businesses may wish
to use less formal methods to improve team morale.
6. SOCIAL MEDIA
7. BRAND MANAGEMENT
*IMPORTANCE OF INTERNAL MARKETING*
CRITICISM
CONCLUSION
REFERENCES
• Integrated marketing
communication and brand
equity
Offline mode • (kalyani publisher)

• Slideshare.net
• Wikipedia
Online mode • Google