Marketing Communication

Marketing Communication

Marketing Communication

Grounds for the Study

The financial services industry in Russia has been enjoying a healthy growth despite the economic and political turmoil in its neighbouring countries in recent years. ICM Brokers has contributed to the financial services growth and enjoyed the fruits of UK's success as a financial services destination.

The Company

ICM Brokers:

ICM Brokers is a financial institution that provides online execution and clearing services for retail and institutional investors. Trading online allows investors trade currencies, commodities, and stocks through the internet. It was founded by senior executives from the treasury, information technology, and customer relations departments of major banks and financial institutions. It is located in Dubai, UAE, and has affiliated Introducing broker offices in over twenty other countries worldwide.

Company Objectives:

Extend company awareness in Russian market

Create brand awareness in Russian market

Expand their reach of communication

Gain new IBs (Introducing Brokers)

Gain new clients

Task 1

Task one Marketing Principles

In order to understand why the ICM Brokers exists, it is inalienable to especially focus on one person, the founder and the core of the company.

Strategy

ICM Brokers` strategy seems to be to go into those markets were complacent industries have held high prices for years because of their monopolistic size. And they try to take an advantage of that complicates. The markets itself can not be defined exactly as the ICM never had a "core business thing'. Thus the business where ICM wants to be in is also hard to define, but there is an opportunity for ICM wherever the monopolistic position of a competitor can be beaten. Another basic strategy of the Virgin group is always to use its undoubtedly strong brand name which is one of the view that is elastic enough to bind together a "clutch of diverse products without snapping'. It is part of IMC`s strategy that the Brand name is not so much a product that it stands for, rather it stands for values. This provides the IMC with a flexibility that is almost unbeatable in terms of brand name (Creevy, 78). The key is to make sure that the IMC name stays fresh and not to overuse it, and certainly the product has to have a certain quality.

The third part of any IMC strategy that has to be emphasised, is the strategy of "public figure marketing'. Like no other entrepreneur in the Russian products by going into the media with extraordinary actions that get him into the front-pages of the newspapers without paying any money for this advertisement.

Company Values

The values seem to be having fun in the business and to do things differently. The goal of the Virgin Group is to be the ultimate outlet and to provide the best value for money to customers. They believe that there should be some kind of fun to proceed into the big monopolistic enterprises and then shake them up by proposing good worth worth founded goods, and a better service and persons care to the customers and last but not least to make a earnings at ...