Integrated Marketing Communication Case Study Report of Lamborghini, Italy

This case study relates the concept of IMC to the famous supercar brand named Lamborghini which has moved out of traditional marketing scenarios and have carefully adapted to the new IMC strategies. It thus uses various mediums like social media and high-end car magazines to reach its customers proficiently. Thus, using a comparative study of various statistics over various mediums, Lamborghini aligns and synergizes every group and department to collaborate and deliver results. IMC in return provides Lamborghini with the ability to achieve consistent corporate branding through its segmented marketing media channels. The first part of the report focuses on the theoretical concept of IMC, while the latter half evaluates the brand, its strategy and its marketing techniques.

本案例研究将整合营销传播（Integrated Marketing Communications，IMC）的理念与知名超跑品牌兰博基尼相结合，该品牌已跳出传统营销范畴，精心适配全新的整合营销传播战略，借助社交媒体、高端汽车杂志等多元媒介高效触达目标客群。兰博基尼通过对不同媒介的多项统计数据开展对比研究，协调并协同各团队与部门通力协作，以产出理想成果。反过来，整合营销传播也助力兰博基尼通过细分营销媒介渠道，实现统一的企业品牌形象塑造。本报告第一部分聚焦整合营销传播的理论内涵，后半部分则对该品牌的战略与营销技法展开评估。