Integrated Marketing Communications Strategy

The assignment delves into an in-depth analysis of a specific marketing strategy. Students are tasked with examining various elements including the brand's target audience, its defined marketing objectives, and the diverse range of communication tactics employed to achieve those goals. The focus is on understanding how these different components work together to form a cohesive and effective integrated marketing communications (IMC) approach.

Advertising and promotion

TABLE OF CONTENTS
Introduction..........................................................................................................................................
Task 1...................................................................................................................................................
Covered in PPT............................................................................................................................1
Task 2...................................................................................................................................................
A) Explain the role of advertising in an integrated promotional strategy for the Kellogg’s.......1
B) Explain branding and how it is used to strengthen a business or product..............................3
C) Review the creative aspects of Advertising............................................................................4
D) Examine the ways of working with advertising agencies.......................................................5
E) Explain primary techniques of below-the-line promotion and how they are used in an
integrated promotional strategy by Kellogg’s.............................................................................6
F) Other techniques used in below the line promotion by Kellogg.............................................7
Task 3...................................................................................................................................................
A) Kellogg’s Corn Flakes promotional plan................................................................................8
B) Tools and Techniques used to promote the Kellogg’s Corn Flakes.......................................9
C) Techniques for measuring the effectiveness of promotional campaign...............................10
D) Appropriate process for the formulation of a budget for the promotional campaign...........10
Conclusion..........................................................................................................................................
References..........................................................................................................................................

LIST OF FIGURES
Figure 1: Integrated Promotional Strategy for Kellogg with Special K..........................................2

INTRODUCTION
In the present era, advertising and promotion (A&P) are the two essential aspects for the
companies with the help of which they focuses on attaining corporate aims and objectives. Both
these aspects assist in boosting the awareness among the target audience and provide suitable
platform for the products and services of different companies to establish their share of market.
Kellogg is one of the leading food manufacturing company that operates in four main divisions
which consist of North America, South & Central America, Asia Pacific and finally Europe,
Africa and the Middle East (Finne and Strandvik, 2012). Considering the advertising and
promotional tools of cited firm it undertakes several range of media that consists of traditional
and modern tools. Herein, researcher focuses on different communication process that applies of
A&P. Along with it, report assesses different agencies operating in the promotion industry for
the support of companies. Thereafter, report illustrates the important of promoting the products
for Kellogg and the creative aspects of advertising used by the cited firm to sustain its position in
competitive market. Lastly, investigator will create a promotional plan for the Kellogg Corn
Flakes and identifying the appropriate techniques for measuring the campaign effectiveness.
Through the means of this, research aims at evaluating the integration of promotional and
advertising strategies within the multinational organization such as Kellogg.
TASK 1
Covered in PPT
TASK 2
A) Explain the role of advertising in an integrated promotional strategy for the Kellogg’s
In general advertising can be defined as the tool for marketing or promoting the products
and services of a business in target market. However, it act as the tool for creating image in the
eye of customers regarding particular products or services (Andersen, 2001). In an organisation,
integrated marketing strategies take advantage of a combination of varied interaction techniques
as well as media to create awareness by spreading the message. The main purpose behind using
integrated promotional strategies for Kellogg is that it assist the top level management to
combine different tools which assist in ensuring the marketers that target audience is reached and
influenced in the best possible manner. Considering the current portfolio of Kellogg there are
numerous products that company offers within the UK market thus, it becomes crucial to make
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optimum utilisation of integrated promotional strategy. At present, Kellogg undertakes the
combination of both traditional and digital promotional strategies to market its products such as
Corn Flakes, Frosties, Honey loops, Honey Pops etc. The main advantage of integrated
promotional strategy for Kellogg is that it helps company in providing clarity, consistency and
maximum communication impact across the target market (Griffin, 2002). Further, by integrating
the tools like advertising, direct mail, social media, telemarketing and sales promotion leads to
cost savings because it provides creative consistency to the firm’s integrated campaigns in
effective way and leads to save money. However, by using same images and messages within
different tools leads to reduce the costs related to copy-writing, design and photography etc.
Along with this, its leads to provide information regarding varied portfolios of Kellogg in the
format they prefer.
Figure 1: Integrated Promotional Strategy for Kellogg with Special K
(Source: Joseph, 2012)
In context to above, advertising play crucial role of Kellogg in its integrated promotional
strategy. Being a leading brand in fast food industry, advertising helps in showing the fashion
ability from the products towards its target audience. Along with this, integrating advertising in
promotional strategy helps in strengthening the areas of different portfolios within the target
market and customers. Further, it plays significant role in enhancing the credibility of the
products in front of clients (Frank, 2011). In addition to this, advertising in Kellogg marketing
tactic leads to make customers believe that it is the product that they were searching for.
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Therefore, it can be said that advertising is one of the major tool of integrated promotional
strategy for Kellogg as it creates appropriate and suitable platform for the company to share the
right information to right audience and influence or encourage them to buy the products for
maintaining the firm’s long term sustainability (Heding and et.al, 2008).
B) Explain branding and how it is used to strengthen a business or product
Branding in general refers to the process of creating a unique name and image of product
or service within the minds of customers. Majorly branding is done through the help of
advertising campaigns with a consistent theme. The main purpose of branding for an
organisation is to establish a significant and differentiated presence in the market that attracts and
retain loyal customers (Middleton, 2010). In branding, manager focuses on attracting customers
through logo, sign or brand message that develops good and positive image about product within
the minds of target audience. Further it helps in strengthening the activities of business enterprise
irrespective to the sector that results in improving overall productivity and profitability. The
company which has strong investment capacity make optimum utilisation of branding concepts.
Along with this, companies that focuses on branding concept usually targets high profile
customer base it is because branded products leads them in reflecting their status symbol.
According to varied authors, branding is not about creating the target audience to select the
organisation within the available options, but it’s about creating the prospects of the firm that
assist in determining entity as the only person that provides best suitable aid for the problems
that customers or target market is facing. Nowadays, there are several companies that make use
of branding to strengthen their products or services (Green, 2012). However, in order to make
optimum utilisation of branding, certain aspects that managers have to consider which are as
follows:
 Confirms company’s credibility: Branding assist in verifying the credibility of business
which mainly assist in increasing the belief of customers towards the products and
services of business.
 Delivers the content clearly: The main advantage of using branding as a promotional tool
is that it assist in delivering the accurate and appropriate content of the products and
services to the target audience. By the means of this, customers or clients can easily
understand the concept of product and buy according to their suitability.
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 Connects company’s target prospects psychologically: Considering the nature of current
market, the majority of branding prospects are created by keeping target audience
psychology in the mind. It is because, branding attracts the psychology of people and
influence or motivate them to buy particular product or services (Hackley, 2003).
 Concretes User Loyalty: In developing long term loyalty branding is considered as one of
the most crucial and significant aspects. Having better and thoughtful branding assists in
improving the loyalty of customers as well as enhance the respect of the organisation
towards the clients.
 Motivates the customers: It is the most valid and suitable prospects of using branding as
the promotional tool or technique. However, making optimum utilisation of branding
leads to motivates or encourage customers in buying the products or services of the
company which indeed leads to higher business volume and profitability (Hazelwood,
Lawson and Aitken, 2009).
C) Review the creative aspects of Advertising
From the above study it has been evaluated that, advertising is one of the most crucial
aspects of integral promotional strategy for an organization. However, it is the duty of senior
authority to make adequate use of advertising in marketing or promoting their products and
services so that desired results and outcomes can be generated. Further, there are several creative
aspects of advertising that marketing manager of any company has to focus on so that they can
generate desired and fruitful results from the use of publicity (Lages and Simkin, 2003).
Following are the creative aspects of advertising:
 Message appeals: In general, message appeal in advertisement is considered as the most
creative aspects because it helps in developing connection between the emotion and logic
of the advertisement that attract customers to by the products or services. There are
several companies that have very effective message through which they appeal to their
target audience and influence them to buy the products and services. In case of Kellogg,
its message appeal is “Let’s Make Today Great” to attract wide range of customers in
buying fresh food products and make their family live a healthy life (Gurau, 2008).
 Layout: Advertising provide the companies like Kellogg and many more the organized
layout which consist of style, size, colour plan, graphics, objects and scripts settlements
to touch on planned message towards the target audiences. By the means of this cited
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frim can easily showcase the accurate information about products and services in more
attractive way which helps in influencing people to buy the products and services.
 Brand strategy: Brand strategy can be defined as the how, what, where and when the
company intended to interact and deliver its message. Advertising provides suitable brand
strategy by sharing appropriate message in the best possible way to attract large number
of audience and enhance share of market (Miles, 2013).
D) Examine the ways of working with advertising agencies
Advertising agency can be defined as the service based organization that works parallel
with the firm in creating, planning and handling the advertisements. The main purpose of using
advertising agency is that it focuses on the main core of marketing promoting the products its
clients through the means of which products and services can create awareness and easily
establish their market (Roll, 2005). There are several ways of working with advertising agency
that marketing manager of Kellogg has to focus on the ways which are best suitable for the
products and services in fast food industry so as to generate desired results and outcomes.
Further, to operate and keep the connection smooth while using the advertising agency,
marketing manager of Kellogg has to focus on four fundamental rules which are as follows:
 Setting obvious goals: It is the duty of top level management of Kellogg to make sure
that they provide clear vision of the products to the advertising agency. It is because,
having obvious goals the advertising agency member can easily define the best suitable
strategy for the products and accordingly execute the marketing and promotional
campaign in the target market (Sriussadaporn, 2006). In case, Kellogg is unable to share
goals and objectives regarding the product it becomes very difficult for the agency to
develop appropriate plan and generate desired results for their client. Further, setting
obvious goals also provides assistance in delivering appropriate components that are
advertised in promotional campaign.
 Covering the budget basis: Incorporation with advertising agency can be expensive but
will never extend the estimated budget for the marketing or promotional campaign of the
Kellogg. However, it is because advertising agency members focuses on only those
marketing tools and techniques that assist in carrying out the marketing campaign within
the budget. For maintaining the costs it is essential for the members of both company
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and agency to have better understanding regarding the tools and techniques that will be
employed in promoting the goods (Integrated marketing approach. 2012).
 Staying in contact: It is important have better communication between both parties so
that execution of entire promotional campaign can be carried out in effective and
efficient manner (Pinto, 2010). Maintaining better relationship will lead to generate
desired and expected results for both the firms.
 Establishing specific timelines: In this, management of Kellogg and advertising agency
has to define suitable and feasible time limit for carry out the entire promotional
campaign and focus on achieving the targets for better results and outcomes.
There are several members in advertising agency and they have to carry out different roles and
responsibilities which are as follows:
 Account handler: The main role of account handler is liaise with clients and agency staff
in the administration of advertising campaign and the co-ordination of associated work.
Further, they are required to consult clients about the requirements of promotional
campaign as well as pass the proposals to appropriate media/creative staff.
 Account planner: The main role of account planner is to work closely with agency
account and creative staff producing briefs to make sure campaign ideas and strategies
are effective and targeted to right audience (Marketing Management. 2014).
E) Explain primary techniques of below-the-line promotion and how they are used in an
integrated promotional strategy by Kellogg’s
In general, below the line promotion are the publicity techniques which concentrates on
to reach the consumers more directly as compared to others as well as more within the control of
business enterprise. However, it consist of different and interesting methods of connecting to the
target audience group. According to the present case, Kellogg undertakes various below the time
promotions to carry out marketing campaign which are as follows:
 Public relation: This is one of the most important aspects of Kellogg’s integrated
promotional strategy. However, public relation assist in developing positive and fruitful
environment through different publicity activities (McFarlin, 2009). Through the means
of this primary technique Kellogg aims at communicating directly to its target audience
and share the accurate and reliable information to the audience so that they can be
attracted and influenced to buy the superior quality of fast food. Further, by the means
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of this top level management of Kellogg maintain positive image within the market and
develop long term relationship with customers.
 Internet: Nowadays, there are several companies that making optimum utilisation of
internet to promote or market their products and services. However, it is considered as
cheaper and feasible platform where companies can attract large number of audience in
short span of time. In case of Kellogg, it has page on different social network sites as
well as make use of PPC which assist in getting the attention from audience. Through
the means of social media fast food firm shares various post with accurate and attractive
messages about its varied portfolios so that better image can be developed within the
minds of people (Strategies and Techniques for measuring advertising campaign. 2011).
Further, internet plays significant role in the integrated promotional strategy of Kellogg
as it is one of the vital part of digital marketing campaign.
 Promotional campaign: Promotional campaign are the important aspects of Kellogg
marketing strategy because it helps company to promote its products in large population
and influence them to buy the products and services. There are several promotional
campaigns that are organised to market different portfolios in different markets so that
awareness and demand can be created.
F) Other techniques used in below the line promotion by Kellogg
Apart from the above, there are several other below the line promotion techniques that
can be used by the top level management of Kellogg to enhance the level of marketing and
promotional campaign.
 Direct marketing: Through the means of this below the line promotional approach, top
level management of Kellogg focuses on reaching the customers directly. However, there
are several tools of direct marketing that assist the course of Kellogg in interacting to the
customers such as cell phone text messaging, email, websites, online adverts, data base
marketing, fliers, catalog distribution and promotional letters (Guffey and Loewy, 2012).
Looking at the present position of cited firm in its target market, senior authority can
make use of these approaches and promote the products and services in effective and
efficient manner. The main advantages of direct marketing are that it assist in providing
greater accuracy in targeting consumers, timings can be controlled to maximize the
impact, leads to create awareness among the target audience. But contradicting to this
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there are certain disadvantages such as it is public cynicism and apathy towards mail,
people have general perception that telemarketing is rather intrusive and higher initial
costs as compared to the traditional advertising approaches (Andersen, 2001).
 Events: Nowadays, several companies promote their products by organising events.
However, this is one of the current trends that marketers use to promote or market the
products and services. In this Kellogg can provide sponsorship and promote its brand
name or new portfolio within the market.
These are some of the other below the line marketing approaches that senior authority of
Kellogg’s can undertake in order to generate attract large number of audience as well as create
better brand image within the market.
TASK 3
A) Kellogg’s Corn Flakes promotional plan
The main purpose of promotional plan is to define how an organisation is going to
achieve its marketing objectives. However, promotional plans are indulged to market the entire
brand or product line or individual product or service. Herein, researcher focuses on developing
the publicity plan of Kellogg’s Corn Flakes which categorized in fast food portfolio. It is the
duty of marketing managers of cited firm to make sure that develop suitable and reliable plan for
launching the product so that desired aim and objectives can be achieved (Green, 2012).
Operating in such a competitive market it is important for the Kellogg to bring new products or
portfolios so as to attract large number of audience as well as satisfy the needs and wants of
existing customer base. Following are the crucial aspects of promotional plan for Kellogg’s Corn
Flakes:
 Product description: Kellogg’s Corn Flakes cereal is the original cereal that provides
crispiness in every bites. However, the colour of flakes is golden and they are delicious.
Top level management of Kellogg’s claims that this is the best breakfast for any
individual to start his/her day as they are tasty, healthy and crunchy. It consist of very
basic ingredients that are milled corn, sugar, malt flavouring, and high fructose corn
syrup.
 Target market: The target market for Kellogg’s Corn Flakes are mainly children.
However, providing attractive packaging and labelling attracts children towards the
products and the nutritious elements such as protein and vitamin attracts the older age
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people to buy the products. However, both age category is considered as the target
market for the company.
 Competition: Identification of competition assist the company to understanding the
demand for the product along with this, there are several other companies that offers fast
food focused on corn flakes (Gurau, 2008). Therefore, market analysis of substitute and
complementary products assist in differentiating the Kellogg’s Corn Flakes from others
and assist it to establish its position in the target market.
 Objectives of promotional plan: After carrying out the market analysis, top level
management of cited firm can easily define the suitable aim and objectives for the
product. However, by doing this Kellogg’s marketing managers with advertising agency
can easily execute the launching campaign and generates desired results and outcomes.
B) Tools and Techniques used to promote the Kellogg’s Corn Flakes
There are several tools and techniques with the help of which top level management of
promote the Kellogg’s Corn Flakes which are as follows:
 Advertising: Advertising refers to the form of paid communication or promotion for
particular product or services. Herein, senior authority of Kellogg’s can make advertising
as the integral part promotional campaign for the Corn Flakes. Through the means of this
technique, managers can share clear and attractive message about the product towards the
target market (Integrated marketing approach. 2012).
 Traditional marketing: It is considered as one of the prominent promotional tool for
marketing. However, this consists of paid messages that are designed and presented
through television networks, radio stations, newspaper and magazines. By the means of
traditional tool of marketing Kellogg’s can easily promote its Corn Flakes portfolio
within the target market and create awareness about the products for attaining higher
demand.
 Social Media: This is one of the emerging tools for marketing or promoting the products
or services. There are several social networking sites at which Kellogg’s can promote its
new portfolios. There are mammoth amount of people associated with the networking
sites which will help the course of Kellogg’s in marketing its products among the large
audience (Pinto, 2010).
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 Public relations tools: This directly links to the public as direct marketing focuses on
targeting the audience directly by text messaging them or emailing them so that they can
be aware about the new products and services available in the market. With the help of
this tool, Kellogg’s can easily promote its products and create demand within the market
for generating higher revenues.
C) Techniques for measuring the effectiveness of promotional campaign
The main aim behind measuring the effectiveness of any advertising campaigns is to
focus on evaluating the effective of entire campaign on the sales and brand recall of the product.
However, it is the duty of marketing managers of Kellogg’s to make sure that they evaluate all
the promotional tools and techniques that are being employed to market or promote the Corn
Flakes portfolio so that their effectiveness can be identified and evaluated. In this, top level
management can conduct survey after the campaign ends so that feedbacks from customer can be
generated about the awareness that product developed during its campaign (McFarlin, 2009).
Furthermore, sales proportionate can be measured because high sales indicates the success of
promotional campaign and lower sales vice-verse.
D) Appropriate process for the formulation of a budget for the promotional campaign
In order to conduct promotional activities in appropriate manner it is necessarily required
for firm to prepare appropriate budget. For development of any specific promotional budget
following are the stages which business can be followed and they are:
 Identifying the target market.
 Choosing the appropriate media.
 Determining the influencing factors present in advertising.
 Scheduling criteria for promotion (Frank, 2011).
 Comprehending requirement of the participants.
 Apart from this, the promotional activity of Kellogg’s has been shown below and the
table highlights media which will be undertaken for promoting products of Kellogg’s.
Media Choice Expected Cost (In Pounds)
Online Promotion on various websites 1000
Social media marketing 2000
Televisions, Radio, Cinemas 5000
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Celebrity Endorsing 3000
Billboards 2000
Total 13000
Integrated promotional activity of the business supports in carrying out effective
promotional practice and this can boost efficiency of the marketing techniques employed. It takes
into consideration various methods which are as follows:
 Conducting research through social media: It is considered as best practice where
business can gain good response from target market by sharing appropriate information
with them. Further, such type of data provides base in carrying out market research
(Finne and Strandvik, 2012).
 Increasing engagement: It basically supports in utilizing different type of communication
so that expected results can be gained easily. Further, through this business can enhance
its sales volume along with profitability.
 Focusing on quality content: Through this Kellogg’s can attract large number of
customers where attractive content can be published for attracting customers and in turn
it is fruitful for the firm (Hazelwood, Lawson and Aitken, 2009).
CONCLUSION
Summing up the report it has been evaluated that advertising and promotion are the
integral part of business enterprise. Further, researcher evaluated that Kellogg’s makes optimum
utilisation of promotional tools and techniques so that better awareness within the target market.
Thereafter, report illustrate that branding plays significant role in developing brand image within
the market as well as responsible for the product recall and higher revenue generation. Along
with this, promotional plan has been developed regarding the Kellogg’s Corn Flakes so that its
market can be established and desired sales can be generated.
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