Question

What integrated marketing strategy Roots Canada implement in Russia if they open up there?

Answer 1

answer-

Integrated Marketing strategy means using all or some of the promotional tools of IMC and send a Consistent message to promote your brand to target audience in integrated manner.

Roots Ltd. or Roots Canada is a publicly held Canadian brand that sells apparel, leather bags, small leather goods, footwear, active athletic wear, and home furnishings. This company is deciding to open a business in Russia so IMC strategy for this company would include-

Advertising- Advertising is one of the very famous and traditional method to promote A brand and its product to target audience. This is paid form in which Roots Canada will advertise its products like apparel, leather bags, small leather goods, footwear, active athletic wear, and home furnishings on TV commercials.

Company can also use Famous Russian celebrities to promote its product. Canda Roots will put its Products on Billboards in cities of Russia.

Mobile Marketing- This is the modern method to promote a Company's products or service. In this method, Roots Canada will send direct messages like offers, promotions, deals,Type of products etc to target audience. Company can collect informtion from local agencies, shops, retailers to get numbers and send them promotional messages.

Social Media- Social media is one of the key part of Roots Canada. Almost every Russian is active on Social media like FB, Messengers,Instagram etc. Under this stratget, Canda roots will post images of its bags and other products on Fb and instagram. Company will use its official youtube site to review and promote its products.

Personal selling- Under this strategy, Company will have team of salesforce in its stores who will influence customers coming in the store and try to make them purchase. They will tell customers how product is good and meet their needs.