Integrated Marketing Communication Analysis

This assignment requires students to critically analyze the concept of integrated marketing communication (IMC). It involves reviewing relevant academic articles and case studies on IMC, exploring its history, evolution, key components, benefits, challenges, and influence on consumer behavior. Students are expected to demonstrate their understanding of IMC principles by synthesizing information from different sources and presenting a well-structured analysis.

Marketing communication

TABLE OF CONTENTS
INTRODUCTION .............................................................................................................3
a. Brief description of company and profiling of target market......................................3
b. Critical evaluation of characteristics, features and effectiveness of the marketing
communication tools of Rolex.......................................................................................4
c. Devising a strategic marketing communication plan to market the product in the
UK.................................................................................................................................7
d) Developing a marketing communication strategy ....................................................9
CONCLUSION............................................................................................................... 11
REFERENCES...............................................................................................................12
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INTRODUCTION
Marketing communication is considered as the most fundamental and essential
part of the marketing efforts made by an organization. This is a significant aspect as it
focuses on the use of tools for communicating a message to the desired market. It is for
this reason that marketing communication also forms an important aspect of the
marketing mix. Rolex is a Swiss Luxury watchmaker and makes its products crafted
from finest raw materials thus paying scrupulous attention to the details (The Rolex
Watches, 2016). Rolex engages in effective marketing communication activities for
making the customers aware of the exclusive features of any new product launched by
the company. The present report focuses on the marketing communication in the
context of Rolex. A brief description of the company has been provided along with the
analysis of specific product. Further, the characteristics, features and effectiveness of
marketing communication tools has been critically evaluated. The report also devises a
strategic marketing communication plan for the chosen product. Lastly, a marketing
communication strategy has been developed and elements of communication process
have been critically evaluated.
a. Brief description of company and profiling of target market
Brief description of company
Rolex is a Swiss watchmaker that pioneers in the development of wrist watches
pertaining to varied consumer needs. It manufactures luxury watches by developing and
producing all the essential components of the watches in-house. Casting of gold alloys
is used for machining, crafting and finishing of the watches (Castronovo and Huang,
2012). The company has been involved in bringing a number of innovations such as
first waterproof watch, first wrist watch showing two different time zones etc. Rolex SA
develops and markets products under two brands namely Rolex and Tudior. Basically,
the Rolex watch models comprise of three watch lines namely, Oyster Pepetual,
Professional and Cellini. It produces a number of watch models such as Datejust,
Daytona, Day-Date, GMT Master II, Milgauss etc.
Analysis of specific product
The product to be marketed by Rolex is Rolex Oyster. It has been over a century
that Rolex has been interested in demonstrating its excellence inherent in sport. Rolex
oyster models are considered to be symbols of universal and classic style. It is made
with 904L stainless steel that makes it maximum resistance to corrosion. Moreover, as
the alloy 904L is highly resistant, it is effective at maintaining the beauty of the watch
even in the harshest environments. Presently, it is one of the most prestigious product
in areas such as tennis, motor sport, golf etc. The sport watches manufactured by Rolex
are designed in a manner to focus on meeting the demands of sports persons (Oyster
Perpetual, 2016).
Profiling of the target market
In UK, Rolex will be targeting the segment of customers that are interested in
sports. Rolex Oyster is the official time keeper of Wimbledon. There is a partnership
between tennis and Rolex that was established in 1978. The Rolex oyster watches are
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positioned as depicting a philosophy of excellence that matches with the refined sense
of style of the players at Wimbledon Championship. Sportspersons will be main target
market of the company. This is because these people demand watches that could
support them during physical activity. Moreover, this segment has specific needs
depending upon the sport that they pursue. Hence, people undertaking different types of
sports will be the target market of the company. Along with this segment, the
watchmaker will also target young customers belonging to the age group of 13 to 30
years (Petersen, Kushwaha and Kumar, 2015). This will involve school going children,
adolescents and other young people who have high level of interest in tennis. Further,
those adult and older customers who have interest in sport activities will also form the
target market of the company.
b. Critical evaluation of characteristics, features and effectiveness of the marketing
communication tools of Rolex
Communication tools :- These are defined as tools that are used for making
consumers aware about various products and services that are being offered in the
enterprise. These tools helps in completing and accomplishing marketing objectives of
the enterprise. Communication theory that provides medium for developing a effective
communication channel in the enterprise is as described :-
Information theory :-
Flow of information from one subject to another or from sender to receiver via a
channel or medium is communication. Information theory is applicable in business
organisations on large scale. The occurrence and possibilities of error is minimum when
this theory is applied. Messages are transferred in a safe environment. Messages are
perceived as sets of informations through this theory. Alterations and corrections are
applicable when amount of sets and nature of message is identified. In order to maintain
an errorless flow of information, accuracy has to be maintained. Hence, several
business organisations adopt this theory. Due to its high accuracy and precise
decisions, quicker transfer of messages is achieved. Often during transit time of
informations, certain modifications occur due to external forces. In this case, recipient is
hold accountable rather than sender for differences that have taken place in the
message.
Marketing mix provides information about the strategies that are implemented by the
firm in order to attract more and more customers. In this context, below given is
marketing mix for Rolex Oyster Perpetual models:
Product: Determined as universal and classic style. Uses 904L stainless steel for its
steel watch cases. It is generally used in high technology. Highly publishable and
extremely resistant. Further, 18 ct gold is coated.
Price: The price of Rolex oyster perpetual starts from $1500.
Place: It provides its products are all the countries in the world.
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Promotion: In order to promote the product, they make use of television, radio,
newspaper, internet, etc.
In order to promote, cited firm make use of logo in which there is given about
rolex. Then it includes campaigns which are done and posters are used. Further, they
also make use of television, radio, newspaper, social media, etc. Further, promotion is
made on British Magazine. Moreover, channels like ESPN and ESPN 2 broadcasted the
match live when ever it many be held. Next match will be held on July 3. Effectiveness
of this that is enables to make people aware about the watch with the help of game.
There are many organizations which provide their customers with similar
products and services. In this context, they make use of different set of tools so that
they will be able to convey information about the type of products and services that
delivered by the firm (Parente and Strausbaugh-Hutchinson, 2014). Communication is
very important tool that enable the firm to provide all type of information to customers. In
this context, it includes tools like newspaper, trade shows, social media, advertisement,
direct e-mail, etc. All these tools have their own set of benefits, advantages, features,
effectiveness and characteristics. With this respect, below given are the
characteristics, effectiveness and features of communication tools:
Advertisement: Advertisement can be determined as a tool that enables the
organization to increase awareness (Luxton, Reid and Mavondo, 2015). All the type of
new products or promotions that are made by the Rolex can be effectively determined
with the help of advertisement and this is generally done with the help of television. With
this respect, below given are the characteristics of advertisement: Advertisements will
be given on Television and it will help in reaching to a large consumer base for making
them aware about products that are being offered in the enterprise. Rolex enterprise
uses various communication tools and Website of the enterprise is well updated which
supports in providing important information to the stakeholder of the enterprise. In
addition to these events are sponsored such as Wimbledon games and official
timepiece formula 1. Ispot.tv is channel that is used for doing promotions of business
and it aids in making consumers aware about the products that are being offered by the
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company. Some successful people also uses watch products of Rolex and Brad pitt has
used watch in movie James Bond 007.
Focus on target audience: It enables Rolex to focus on their target audience. It enables
the firm to target people who are actually in need of the product. When organization
knows who are their target audience, then they get to develop advertisement
accordingly so that they can be provided with proper information.
Set the business different from others: People tent to make purchase of only those
products that they are familiar with (Thorson and Moore, 2013). With this respect, Rolex
make use of television and it has developed high brand value among customers mind.
Provides all type of information: It enables the firm like Rolex to provide their customers
with all type of information that firm wants to convey to their target audience. In this
context, people get to clarify their doubts that they have related with the product.
Below given are the various features of advertising:
It is always in paid form
Enables to sell and promote products
It has defined persuade (Blakeman, 2014).
Below given are the effectiveness of advertisement:
Develops curiosity among customers mind.
Customers get up dated.
Enables Rolex to focus on their target audience.
Social media: Main purpose of social media is to provide customers with proper
information (Puligadda, DelVecchio and Gilbreath, 2014). In this context, it includes
different social sites like Facebook, Twitter, etc.
Characteristics:
Web space: Rolex provide proper space to update content.
Profile: Customers are provide services to enter all the personal information like name,
address, education, etc.
Enables conversation: Customers are provided with the benefit of sharing their views
and thoughts.
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Time stamp: When members post their views, then it is also specifies the time in which
it was posed. Members get to follow them and keep themselves updated.
Features:
It is the cheapest form of communication and to open up a page in these social sited it
does not cost much (Schultz, Patti and Kitchen, 2013).
It enables to know perception of people towards the products and services that are
provided by Rolex.
Rolex get to make changes in the products and services as per the requirements of
customers and this enables to develop strong relationship.
Effectiveness:
The rate internet users are increasing drastically and so it provides high brand
recognition.
It enables to improve brand loyalty (Vernuccio and Ceccotti, 2015).
It provides the opportunity to convert as each post that is posted by customers will be
viewed by other people and this helps to provide adequate information in short period of
time.
E-mail: Main aim of this tool is to generate leads. This is only done when the
organization have their mail address. Mails are generally provided to make people know
about any updates for products or services provided by Rolex.
Characteristics:
All the emails that are sent by Rolex has a link in which it states unsubscribe. If people
do not want the mail to be sent, then they can select the unsubscribe option (Muñoz-
Leiva, Porcu and Barrio-García, 2015).
It provides all the social media profiles and their logos at the top of the email.
Features:
It provides Rolex to know about the perception of customers towards the information
provided through e-mail.
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All the issues that are faced by members can be listed down and they can immediately
identified and appropriate steps can be taken to solve them.
Effectiveness:
Email is cost effective. In this context, it does not include any type of postage or print
cost that Rolex has to incur.
It is beneficial to take advantage of impulse buying (Mihart, 2012).
It is easy to create and does not require huge team members.
It enables Relox to know where they are going wrong.
Newspaper: It focuses on small group of people. In this context, primary use of this tool
is to convey information. Enables Rolex to get true value and attention to people.
Characteristics:
Clarity: All the information provided in the newspaper has proper clarity of work. In few
words all the details are conveyed by the Rolex.
Accuracy: All the information provided in this tool will be accurate and people gets to
clarify all their doubts and get to chance to update themselves (Naeem, Bilal and Naz,
2013).
Features:
Rolex provides headlines in which reading that people get to know what exactly firm
want to convey.
Further, it includes the main body in which cited firm provide readers with detailed
information (Tomše and Snoj, 2014).
Moreover, it also enables to provide the chance to present photos of the product that
Rlex want to present.
Effectiveness:
It provides Rolex better targeting.
It is more flexible than any other communication tool.
It is more affordable (Zentes, Morschett and Schramm-Klein, 2016).
It enables to reach out more customers
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Trade shows: There are different set of issues that faced in this tool. However, main
objectives that Rolex get through this is that they convey information about the products
and services.
Characteristics:
It enables to clarify all the doubts that people have regarding the product.
Enables to present all the features that Rolex want to convey in their products (Miles,
2013).
Features:
It consists of different employees who are highly trained and they get to show their skills
and present the information about the product and services that Rolex wants to present.
Effectiveness:
Employees at the trade show get the opportunity to have direct interaction with people
and this develops a strong relationship with them (Schultz, Patti and Kitchen, 2013).
Critical analysis :- All the tools and methods that are used by Rolex supports in making
consumers aware about various watch products that are offered in the entity.
Advertisement is a effective tool and promotions of products is done by giving
advertisements on television and in magazines. It is an effective tool that helps in
making large number of buyers about the watch products that are offered by Rolex.
However, there are some disadvantages associated with this method and it requires
that funds should be allocated for properly giving advertisements in the newspaper. One
more communication tool Newspaper is an effective medium which provides a medium
for doing promotions of business in distant remote geographical areas.
However, there are some disadvantages of using this method and it is required that
proper survey should be done for giving advertisements in newspaper. Social media is
an effective communication tool that is being used in Rolex for making consumers
aware about watch products that are offered by the enterprise. It is required that
organized and safe methods should be adopted for making safe use of social
networking sites. It is difficult to exactly identify needs and preferences of consumers so
that proper strategies can be made for making use of social networking platform. E-
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mails are an effective medium and it offers a cost effective communication tool for
making large number of consumers aware about the products that are being offered by
the enterprise. However, there is option for unsubscribe and people who don't want to
read mails can unsubscribe. It is the disadvantage that is associated with this method.
c. Devising a strategic marketing communication plan to market the product in the UK.
Communication strategy helps in designing the plan so that business is able to
communicate the actions effectively in order to meet the organizational goals. Rolex
aims to plan effective marketing communication plan for its product i.e. Rolex Oyster
watches for either men or women will assist in attracting target audience in UK market
(Castronovo, C. & Huang, L. 2012). Business focuses upon involving different features
and qualities within the watch that would benefit the UK people and attract them
towards the company to purchase the product. It is also essential for business to plan its
future campaign so that they can communicate the strategy and enhance the sales and
market share of the product. Rolex being an international brand tries to focus upon
gaining awareness from target audience by promoting the product through
campaigning, social media websites etc. so that sales of product can be enhanced.
Following are the different steps that are involved within strategic marketing
communication plan so that Rolex can promote the product in UK market (Petersen,
Kushwaha & Kumar, 2015). It is as follows-
Identify the target audience- Rolex is required to identify their target audience and
know them effectively so that appropriate product can be provided to them in relation to
identify their interests (Parente & Strausbaugh-Hutchinson, 2014). It is essential for firm
to assess the interests of UK customers through conducting proper market research
and thus provide them required watch that could provide multiple tasks at one time.
Designing such watch results in appealing to the interest of target audience i.e. UK
people and assists them to carry out multiple tasks in order to remain in the category of
premium brand buyers. However, it is considered as successful marketing effort in order
to understand the interests of target audience and help them to choose the right product
(Luxton, Reid & Mavondo, 2015).
Develop Unique Selling Proposition- Rolex aims to develop its USP as it considers it
as main benefit which could be communicated effectively and drives the sales of the
watch in the market. It aims to keep the record of time in Tennis Championship
Wimbledon. It is also essential for firm to focus upon overcoming the problems such as
water resistant and solve them effectively so that strong brand image can be maintained
in market (Thorson & Moore, 2013). Thus, developing sports watch for UK people is a
challenging task in order to identify their needs and wants that would help business in
improving unique identity in market. Business also tries to overcome the rivals as there
are very few competitors available in such premium watch segment who are providing
unique products to UK customers. It is essential for Rolex to maintain its USP and
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sharpen its brand image in order to develop effective marketing communication so that
best results can be attained in terms of profits and sales (Blakeman, 2014).
Sharpening brand look and feel- It is significant for firm to sharpen its brand image
through preparing attractive logos and influence UK customers to purchase the sports
watch. Therefore, it is essential for Rolex to support firm's operational USP and
accurately represent their market position. Also, marketing team of firm needs to
enhance its communication strategy and provide appropriate information about product
and don;t mislead the target audience by creating a fake brand identity (Puligadda,
DelVecchio & Gilbreath, 2014). Rolex is itself a brand name therefore it is essential for
firm to maintain its image while entering the UK market and provide low cost option for
its clients in order to enter into hearts of clients. It is crucial for firm to sharpen the brand
look of sport watch as well as its feel by providing unique design and quality of its dial
and leather belt. Thus, it would be a better option for UK consumers to purchase the
goods (Schultz, Patti & Kitchen, 2013).
Ensuring messaging to be consistent- Further, it is also essential for Rolex to
maintain its branding through providing fruitful information to consumers. Business aims
to position its image in the minds of consumes as premium watch brand and for this
they need to communicate the features through consistent messaging. For instance,
cited business undertake a particular messaging standard that adhered for all future
communications and thus ensure that business is able to enter into UK market and
target specific audience who are interested in purchasing the product (Vernuccio &
Ceccotti, 2015).
Choosing marketing mix- Rolex marketing team is required to identify the recent
developments in the marketing mix in order to undertake effective advancements in t he
online marketing. It involves various ways to communicate than ever before so that firm
can easily reach to the UK target audience (Muñoz-Leiva, Porcu & Barrio-García, 2015).
However, it is essential for every business to undertake effective marketing mix strategy
and adopt effective media that helps in targeting the audience so that product can be
made popular and sales can be enhanced. It also assists n promoting the product
efficiently to the target people so that they can maintain their budget and does not
spend much over advertising (Mihart, 2012).
Establishing Marcom success measurements metrics- Further, it is essential for
business to establish the medium and message that helps in ensuring the
communication strategy through adopting appropriate measurement metrics. Rolex
undertakes Marcom success measurements metrics that helps in establishing key
communication goals so that success rate can be attained (Naeem, Bilal & Naz, 2013).
Watch brand aims to measure its success rate that ensures that to identify the needs of
UK customers and then provide them particular products so that sales and profitability
of firm can be enhanced up to a great extent.
Managing leads and client data- It is essential for businesses to manage the client
data an leads so that they could be contacted at the time of promotion of sports watch.
Appropriate market research needs to be conducted in order to identify the users of
premium brand watches as well as people who are preferring to purchase Rolex watch
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in sports segment (Tomše & Snoj, 2014). Thus, management of firm is required to
maintain the data and record it carefully so that it could be used for future use and then
communication of product can be provided to them in regard to improve market share.
Further, using e-mail, calls, and contact information helps in carrying out marketing
process so that sales funnel can be prepared and final calls would be made to
interested client.
However, it can be stated that successful marketing communication plan helps in
putting extra efforts in order to explore the business opportunity and thus assists Rolex
to gain the highest return on investment (Zentes, Morschett & Schramm-Klein, 2016).
Pull- Such strategy could be considered that it encourages customers to actively seek
out a specific product it is best for obtaining nw products to possess a strong visible
brand. It can be considered that pull strategy aims to identify appropriate strategic
marketing communication plan in regard to enhance the Rolex Oyster product in
market. It encourages customers towards the product and attain satisfaction.
Push- While, push strategy focuses upon influencing target market towards the product
in regard to gain profits. It is another effective promotional strategy that involves taking
the product directly to the customer through different means and making sure that brand
is aware to the customers.
Profit- Further, it is another strategic marketing communication that focuses upon
gaining high profits and attract consumers towards firm.
Further, Rolex adopts pull strategy to enhance the sales of Rolex Oyster as it is
unique product and thus focuses upon target consumers. Such product is different from
other Rolex watches as it is specifically used in Tennis Championship Wimbledon as
official time keeper.
d) Developing a marketing communication strategy
Rolex is required to market its sport watch in UK. For that, there is a need to
develop a marketing communication strategy. The following steps can be taken for
developing a marketing communication strategy for Rolex:
Knowing the audience
The first step towards developing a marketing communication strategy is to
become knowledgeable about the audience. The product that Rolex has to offer in UK
market is a watch for racers (Vernuccio and Ceccotti, 2015). Hence, the audience that
Rolex would target would be professional racers, young people and other customers
interested in racing sports.
Uncovering Unique selling proposition (USP)
The marketing communication strategy for Rolex will comprise of deciding and
revealing the USP. The USP of the watch that Rolex will market to UK is that it acts as a
driver behind the passion for working with speed along with luxury. The watch allows
the customer to determine their average speed. Rolex is well known for the luxury
products that it manufactures. However, this watch will be a combination of other useful
features along with luxury (Okazaki and Taylor, 2013). Hence, this is unique selling
proposition as people will be able to manage their speed while driving. Moreover, for
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sportsperson, the watch will become an integral part of their career as they will highly be
supported by it.
Sharpening the brand feel
Rolex can sharpen the look and feel of its brand by adopting the strategy of
inspiring the customers through presentation of personal stories of well – known
professional racers (Czinkota and Ronkainen, 2013). Further, the brand feel can also be
strengthened by highlighting the element of luxury that this watch provides.
Consistent messaging- Brand voice
This is the next strategy that Rolex can adopt. It will comprise of positioning
statements that can be developed and featured by Rolex.
Choosing a media mix
This is another most important part of the marketing communication strategy for
Rolex. It is important to know the aspects in which the audience pays attention so that
appropriate media can be used for communicating to them (Okazaki and Taylor, 2013).
For the sports watch, Rolex can make use of magazines and television ads which will
help in communicating its message to the professional racers. These will make use of
visuals for attracting attention and reinforcing the message. High quality images of the
product along with its features will be displayed in the advertisements in newspapers
and magazines. These will provide adequate information to the customers to arouse
their interest. Also, for these people there can be use of personal emails and
newsletters. Further, for communicating with the younger audience, there will be use of
online platform. This will comprise of social media sites such as Facebook, Instagram
and Twitter (Akaka, Vargo and Lusch, 2013). Further, for targeting other people who are
interested in sports, there can be use of a marketing campaign which will highlight the
features of product. Practical demonstration of the USP of the watch can be done by
organizing a racing competition. This will help in illustrating the ways in which this watch
is superior to the competitors. These media have been chosen in order to focus on
promoting the benefits of product. The watch can be positioned as a product which can
become style statement for the youngsters as it is a luxury watch. Direct marketing
strategy will be adopted as a part of the marketing communication strategy of Rolex.
This will help in reaching customers such as professional racers directly without a third
party medium (Sullivan Mort, Weerawardena and Liesch, 2012). Catalogs and direct
mail will form a part of this strategy.
Evaluation of application of elements of communication process
Source: This element is concerned with the organization or individual who has to share
information. In the marketing communications strategy, Rolex acts as a source or
sender of information about the product, sports watch.
Encoding: Encoding is the element that involves use of words, pictures and symbols to
show a message and communicate the meaning that it is intended to. This element is
applied in the communication strategy as the message communicated by Rolex will
make use of images of the watch to attract the audience in UK.
Communication channel: This is the element that is concerned with the selection of
channels that are used for communicating. This comprises of the various direct and
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indirect channels that will be used by Rolex for promoting its product in global context in
UK (Yeshin, 2012). In the communication strategy, various channels will be used. Direct
channels will be in the form of direct marketing through mails and catalogs. Other than
this, informal channels will be used such as social media sites. Further, magazine and
television advertisement will also act as an indirect channel.
Receiver: This comprises of the person for whom the message will be communicated.
The receiver for the marketing message being communicated by Rolex will be its target
customers.
Decoding: It is one of the crucial element of marketing communication process and
thus Rolex undertakes such process in order to analyse effective communication
strategy so that success can be attained. Decoding helps firm to receive the message
or symbol from the communication and tries to convert the same in such a way so that
they can extract its meaning to understand the message completely (Miles, 2013).
Thus, Rolex identify the requirements of UK customers and then provide them particular
sports watch so that they can deliver the same to customers and enhance their
satisfaction. Thus, it is essential for firm to identify the needs and wants so that
appropriate communication can be done in order to provide best products or services so
that sales can be enhanced in market (Gronholm, 2012).
Feedback: It is the last stage in which Rolex obtains feedback from consumers in order
to ensure that the company had received the message and understand the same so
that desired products can be provided to customers. Thus, it is essential for firm to
analyse the feedback and provide best product quality to customers so that sales and
profitability of firm can be enhanced (Castronovo and Huang, 2012). Moreover, it can
be stated that it helps firm to analyse the feedback of customers and then improve the
quality of product so that customers can be satisfied.
Summary – Effectiveness of communication strategy adopted in the enterprise :- The
communication strategy that have been adopted in the entity has proved beneficial in
doing promotions of business and it has also supported in enhancing sales and
profitability of business by making large consumer base aware about diverse range of
services and products that are offered by the enterprise. Developing USP of the entity
has supported in attracting consumers towards the watch products of enterprise and
people are giving preferences for buying watch products of Rolex company. Moreover,
making use of internet and social media platform also has supported in informing
consumers about the various watch products that are being offered by the entity.
Communication strategy has proved beneficial in doing promotions of enterprise and
marketing objectives of entity has also been accomplished due to it.
CONCLUSION
From this report, it can be articulated that there are different set of strategies that
are adopted by the firm in order to convey information about the services and products
that are delivered by them. As per the case given, Rolex mainly make use of online
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communication tool that enables them to provide adequate information about the
product. There are different set of benefits that firms gets through these tools. Among
which one of the benefit is that it enables to identify the issues that are face by
customers. Accordingly, steps are taken through which they are satisfied. Further,
employees are the face of organization as they have direct interaction with them. They
are the one who present the services that is provided by the firm. In this context, training
should be provide so that they get to know their roles and responsibilities and their may
not be any type of confusions. This way high quality services can be provided to
customers.
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