Integrated Marketing Communication for Amazon Inc.

Running Head: IMC PLAN
Amazon Inc.
Integrated Marketing Communication

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Table of Contents
Introduction......................................................................................................................................2
Insight of Company and products................................................................................................2
P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.....................................................................................4
P2. Design communication objectives for a given organisational situation....................................6
P3. Provide justifications for the selection and integration of communications channels chosen.. 8
P4. Create a marketing communications plan that effectively meets communication objectives
for a given organisational situation................................................................................................10
P5. Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.....................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
Marketing communication plays vital role in promoting organizational products and services
amongst the target audience. Along with this, marketing communication is also useful in
conveying organizational messages to its stakeholders. It helps the organization to stay
connected with its stakeholders in relation with providing them updates regarding their products
and services, introduction of new products and services and for other updates such as discount
offers introduced by the organization in the market, etc. There are number of marketing
communication methods are available in the market and in relation with this, it is the duty of
whole marketing team of an organization to select one of the best amongst the available options
so that desired goals could be attained along with approaching to the target audience in an
effective manner. Spreading awareness is an essential task for an organization in relevance to its
existing as well as new products and services. In this relation, marketing communication plays
vital role and it has various aspects which needs to be analysed so that desired goals and
objectives could be attained easily (Armstrong, et. al., 2015).
Primary aim of this report is to encouraging usage of marketing communication channels for
promoting organizational products and services. First section of the report will include utilisation
of different marketing channels and effectiveness of those channels in terms of attainment of
desired objectives of organization. Further, report will aim on designing communication
objectives based on organizational current situation and along with this; this section will focus
over the selection of most appropriate marketing communication channels concerning the
organizational products and services. Next section of the report will include an effective
marketing communication plan concerning the attainment of communication objectives such as
spreading awareness, approaching to the target audience and gaining or maintaining the acquired
position in the marketplace. The last section of the report will aim over evaluation of marketing
communication plan in relation with the communication strategy, channel choice as well as
based on utilisation of creative content for attracting target audience towards the organizational
products and services.

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Insight of Company and products
In this report, marketing communication plan will be discussed in relation with the Amazon Inc.
It is the leading company in electronic commerce industry with its operations in more than 188
countries across the globe along with the registered offices in 12 countries across the globe.
Currently, organization has also set up its physical presence in the market in the name of
Amazon Go. This store is a hi-tech grocery store in Seattle, Washington (Amazon Inc., 2018).
Highlights of this store are that it is a partially automated store in which consumers could
purchase products as per their requirements without using a cashier and checkout stations. Apart
from this, Amazon has recently introduced a revolutionary product in the name of ‘Alexa’ in the
market, which is a masterpiece of artificial intelligence. This is currently used in Amazon Echo
and in the Amazon Echo Dot, which are smart speakers (Alexa, 2018). For the motive of
spreading awareness amongst the target audience, this report will focus over the usage of
marketing communication techniques.

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P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.
Integrated marketing communication is a simple concept and it ensures that all forms of
communication are linked together. Primary objective of communication is the act of transferring
intended meanings from one group, entity to another group or entity. Individual use
communication tools such as mobile applications, carrier network and social media platforms for
transferring information amongst each other. While companies’ communication tools are majorly
used for marketing its products and services. Marketing channel include people, organization,
and all necessary activities which are required for transferring ownership of goods from the
production point to the consumption point. The end users also know this as way through which
products and services reaches. Marketing channel is an effective tool for management of
organization and act as one of the most effective marketing strategy. Distribution channel also
act an important part of the marketing channel and these channels are mainly used for
transferring products from the manufacturer to the consumer for the purpose of consumption
(Belch, et. al., 2014).
Roles of marketing channel in marketing strategy are:
 Develops a path between producer and consumer;
 Pricing strategy of organization gets influenced;
 Promotes products in the target market which results in generating demand for the
product; and
 Helps the organization to attain its desired goals and objectives along with enhancing
profitability and revenues (Luxton, Reid & Mavondo, 2015).
Mainly, there are four types of marketing channels, which are used by the organizations in terms
of attaining the communication objectives, which are as follows:
 Producer to Consumer: In this channel, producer directly sells its products and services
directly to the consumers without involvement of intermediaries. Intermediaries are
wholesalers, retailer, agent or reseller and producer directly connects with the consumer
in terms of trading of goods and services. Consumer could directly meet producer and

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purchase products and services as per their requirement without involving any other
channel. The farmers mainly use this type of marketing channel so that they could set
prices for their crops by their own without involving any other person in between the
process (Petersen, Kushwaha & Kumar, 2015).
 Producer-retailer-consumer (one level channel): This is a three tier-marketing channel
under which products and services reaches to the end consumers via retailer from
manufacturer. Consumer could not reach directly to the manufacturer. Manufacturers of
shoes, cloths, furniture, etc mainly use this type of marketing channel. As consumer will
purchase these products in small quantities, thus, retailer helps them to purchase in small
quantity. In relation with developing and maintaining brand loyalty, organizations uses
various communication channels such as social media platforms to stay connected with
the consumers. With these channels, organization could also take feedback from the
customers in relation to their products and services. This also helps the organization to
develop a reliable and positive image amongst target audience, which result in
development of brand loyalty.
 Producer-wholesaler-retailer-consumer (two level channels): Functioning of this
channel flows from producer to wholesaler to retailer and then finally product reaches to
the consumer. This is a wide channel and manufacturer sells products in bulk quantities,
thus, wholesalers are involved. Further, product reaches to the retailer from where
consumer gets the products and services as per their requirements (Kozlenkova, et. al.,
2015).
Amongst these channels, Amazon executes on the producer to consumer channel, although,
Amazon was producing until the Alexa was introduced in the market but still they act as the
agent between retailers, wholesalers, manufactures and consumers. When consumer purchase
anything from Amazon, it is considered a Amazon’s product and in relation with this, they also
provide appropriate support to the consumers with regards to their queries and issues with the
products and services purchased from Amazon. Communication objectives of Amazon are
spreading awareness amongst the target audience so that the demand of the particular product
and service could be enhanced. Increased demand will lead the organization towards increasing
its revenues, profitability as well as sales (Johansson & Kask, 2017). Thus, organization could