RABOSTIC planning model

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Definition:

"The Integrated Marketing Communications RABOSTIC Planning Model identifies the stages involved in developing effective IMC plans. The stages, which are iterative, are Research, Analysis, Budgeting, Objective setting, Strategic development, Tactical decisions, Implementation and Control/evaluation"




Detail:

 The stages, while logically presented, should not be seen entirely as a fixed sequence, the planning process is more sophisticated and complex to be seen in such a 'straight-jacketed way. This model is a variant of similar well accepted planning models. The Control and evaluation stage may itself be a part of the input into the Research and Analysis stages for the next round of IMC development. The Research and Analysis stages may also make use of the PRESTCOM model to identify and analyse relevant factors affecting the external and internal environment of the organisation/brand. The PRESTCOM model can be found described as a separate model.

Introduction

 In today’s time marketing calls for more than a good product or service, pricing strategies or making the product easily accessible to the customers, it actually calls for good marketing communication strategies. Communication is highly important for companies; it helps them to communicate with their potential future customers, retailers, sellers, stakeholders and present customers. Companies usually are casted in the role of communicator and as well as promoter of their products. A marketing communication plan needs to be constructed before any sort of communication regarding the product is conveyed within the market and this can be done through RABOSTIC model. The most important of IMC (integrated marketing communication) is RABOSTIC planning model. The model helps with the planning, organizing and managing activities of IMC. There are eight steps to the planning model, and these steps need to be followed carefully. The tools used in the model show the positioning strategy and it also helps with accomplishing the marketing, financial and societal objectives of the company as well.




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