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This report attempts to outline the strategies that JB Hi-Fi needs to develop in order to enhance its integrated marketing communication (IMC) so that it may augment its competitive position within the Australian retail sector. The IMC strategies have been developed on the basis of the relative market share that JB Hi-Fi enjoys within its domain in comparison to its major rivals viz. Big W, Harvey Norman, WOW Sight & Sound and Dick Smith. The central objective behind the adoption of such strategies is that JB Hi-Fi shares the market space wherein discount stores compete fiercely and hence competitive pricing alone does not guarantee long term sustainability. The company has to enhance its appeal to the target market comprising consumers in the age group of 18-30 years and hence it has to emanate a youthful image that will ensure maximum footfall from these young, energetic individuals. The IMC strategies of JB Hi-Fi are centered on the fundamental objective that it has to draw the attention of its target audience through a lively atmosphere as well as consumer-friendly and helpful personnel that are dedicated to provide unparalleled customer delight. Moreover, the company must bank on its virtual consumer interface through an efficient website and electronic catalogues to enhance its brand awareness among customers. Other genres of media such as television, magazines, newspapers and periodicals will also be of great use in communicating the brand proposition of JB Hi-Fi and will help the company maximize its market penetration as well as brand image.
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