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Integrated Marketing Communication | Report

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Running Header: Integrated Marketing CommunicationIntegrated Marketing CommunicationAuthors ID:Authors Name:
Integrated Marketing CommunicationExecutive SummaryIn the beneath exhibited report, it has been investigated that incorporated showcasingcorrespondence has been one of the methodologies which can be embraced by the businessenterprise. The report has been majorly focused on integrated marketing communication planwhich has been developed and designed Woolworths. The IMC plan will aid the business entitywith the application and approaches which are linked to the communication strategies and offervaried range of benefits. Moreover, the usage of this approach in the hierarchical structure willmake the business element to overcome any issues between the workers and will likewise helpthe element in advancing the products and services. This model of communication moreoverhelps in business promoting and besides by virtue of direct interchanges with the clients.Affiliations will have the ability to propel their things and organizations in the target market andbesides will make trust among the buyers. Incorporated showcasing correspondence process is acontemporary framework which scores over the standard parts. The report has been fragmentedin a different division and which involves different parts which are displayed as takes after. Thefirst is the IMC targets which involve the essential objectives of the substance for actualizing thissystem. Promote the key targets of the IMC designs are additionally portrayed, for example,mark mindfulness, great state of mind, mark faithfulness and so on. The following is theinvestigation which has been done on the objective market and division approaches. Further, aninnovative thought with respect to the item crusade has been displayed and a situating techniquefor building up the same has been portrayed. Moreover, mechanisms for communicating andconveying the messages are utilized as devices for advancing the battle or occasion have beenportrayed. The last part of the report has been analyzed on the budget which comprises of theparticulars and the expenses which will be incurred during the IMC plan. And the last part is ofthe evaluation matrix whichoffers more exposure as compared to the traditional marketingcampaignand also theconcept can be considered as a great option for creative marketingevents
Integrated Marketing CommunicationContentsIntroduction......................................................................................................................................4IMC objectives.................................................................................................................................5Segmentation & target market analysis...........................................................................................5Creative idea....................................................................................................................................8Positioning strategy.......................................................................................................................10Communication and media mix strategy.......................................................................................11Communication strategies..........................................................................................................11Media mix strategies..................................................................................................................12Budget............................................................................................................................................12Appendix 1.............................................................................................................................13Evaluation matrix.......................................................................................................................13Recommendations from employees...............................................................................................13Conclusion.....................................................................................................................................13References......................................................................................................................................14
Integrated Marketing CommunicationIntroductionA model or a theory which has been considered as liable and relevant for the accomplishment ofthe objectives and goals of the marketing campaign and this is done through a well-coordinateduse of various promotional mechanisms and tools which are cavernous to strengthen each other.On the basis of the research which has been executed by American Association of AdvertisingAgencies about the concept of integrated marketing communication, and according to which theterm IMC values the comprehensive plan which will be evaluating the strategic roles of thevariety of communication disciplines (Spacechimp 2011). This is also involved in advertising,public relations, personal selling, sales promotion which is then combined for providing a clarityconsistency and maximum communication impacts. IMC will be proven very much beneficialfor the business entity in varied senses. The biggest advantage of implementing this approach isthat it goes a long way for developing brand awareness among the market and that too at aminimum expense. This model of communication also aids in business marketing and also in thecase of direct interactions with the clients. Organizations will be able to promote their productsand services in the target market and also will be developing trust among the consumers.Integrated marketing communication process is a contemporary mechanism which scores overthe traditional mechanisms. This approach focuses on not only attaining the new consumers butalso development and maintaining long-term healthy relationships with them. This approach alsoaids in saving time as it is wasted in figuring out for the best and the most appropriate marketingtool. The below-executed analysis has been furnished after conducting a detailed research onWoolworths Ltd which is Australian brand equity and is well renowned in the sector ofsupermarkets. It was established on 5 December 1924 and its home office is situated in BellaVista, New South Wales, Australia, by F.W. Woolworth (Businessstudynotes 2015). Moreover,the report has been made focused on the IMC campaign which is named as “GREEN IS THENEW IN”. The organization gives prizes and reliability reward to the clients in the event thatthey purchase an item from the organization's stores. The facility of the rebate on the item isadditionally accessible as indicated by the regions. The rivals of the organization in Australiaincorporate, Coles, Aldi, etc. Woolworths serves around 18 million clients consistently and theyoffer an incentive to every last one. Woolworths is an Australian markets organization whichoperates in retail and general store items.
Integrated Marketing CommunicationIMC objectivesIMC (integrated marketing communications) remains for incorporated advertising interchanges.The concept has been considered as a wide advertising idea that spotlights on staying withshowcasing and correspondence endeavors reliable and facilitated (Uwaterloo 2014). Thus, anymessages the organization conveys through any sort of media ought to fortify a steady brandpicture. Powerful IMC objectives are particular, quantifiable, evaluated and have an expressedtime period. The below mentioned are the IMC objectives:Brand awareness:A standout amongst the most widely recognized and easy IMC objectives aredeveloping brand awareness. Prior to selling the particular items Woolworths, it needs to makebrand awareness among its target market, and this should be done for spreading awareness andalso its significance (Smartling 2017). For instance, a brand-awareness objective may state"Increment brand awareness by 20 percent within three months."Favorable attitude:After the businessorganization sets up brand awareness, its next realadvance is to influence clients to purchase its products and services. As an IMC objective,influence may incorporate making a great brand attitude or a high expectation to purchase amongclients. The business entity may also evaluate general attitudes toward its image prior and thenafterward a promoting effort to check whether they moved forward (Entrepreneur 2017). It couldlikewise think about the aim of clients to purchase after the marketing event.Brand loyalty:The ultimate and the final objective of this approach can be considered as theloyalty of the clients and the consumers which can be also termed as development andmaintaining the strong and loyal relations with the consumers (Garvey, 2014). Woolworths canset brand loyalty as the IMC objective which can further comprise of increasing the customerdatabase by 25% overall and enhancing the existing customer base by 15% within the timeduration of 6 months.S: The marketing objectives are required to be significant for the entity and the same should befor the employeesM: The objectives should be so developed that they are easily measurable. For instance, thepromotions should increase the customer base by 25%.A: Moreover, the objectives should be practically attainable.R: The objectives should be based on some real facts and figures; no fake assumptions arerequired to be developed.T: There should be a fixed deadline for completion of the tasks or the determined goals.Segmentation & target market analysisSegmentation
Integrated Marketing CommunicationThe concept segmentation is concerned with analysis which has been executed on the division ofthe market and the consumers (Grunig, 2013). This analysis is focused on the divisions of theconsumers which is done so as to plan the strategies so as to develop and design the products andthe services as per the requirements of the consumers. The below presented are the mainvariables which will aid Woolworths in the segmentation process:Demographic segmentation: -The economic condition of Australia is considered as very muchfavorable for the development and growth of the supermarket. The region has also been ratedunder the category of developed nations and on the basis of the survey it has also been observedthat income level and standard of living of the people is quite high (McQuail & Windahl, 2015).Moreover, this segment also includes consumers of different age groups, family size income andbuying patterns etc.Psychographic segmentation:- This is one of the most significant segments in the executedanalysis as it includes the traits, values, and lifestyles of consumers. Generally, Woolworthsshould target the consumers from every income groups as the supermarkets have products rangefrom low cost to premium and which can be afforded by each income group. Moreover, it hasalso been observed that purchasing power of the consumer in Australia is relatively high.Geographic segmentation:This type of segmentation is based on the division which is executedon the basis of the geographical variables (Arnold & Boggs, 2015). The needs and therequirements of the consumers vary on the basis of their geographical conditions. And hence thebusiness entity is required to maintain the availability of the products on the basis of theserequirements.Generations:The concept of generational marketing has been based on the segmentation ofpopulation on the varied range of demographic and psychographic variables (Richards &Schmidt, 2014). This strategy can be used by Woolworths for attaining competitive advantageand also for digging up the clients.Benefits:The main objective of the marketing segmentationis to analyze the marketingconditions and also the consumersso as to divert the efforts of the workforce in a right direction.This objective can also be considered as one of the biggest advantages of this process. This willalso benefit the Woolworths is bringing the reduction in a number of expense as there will beminimization in the wastage due to the diversion of efforts in the right direction (Kraidy, 2017).Moreover, this will also aid the business corporation in bringing enhancement in the satisfaction
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