Developing an Integrated Marketing Communication Strategy for AxeChix

This report discusses the development of an integrated marketing communication strategy for AxeChix, a women-only entertainment company. It covers the suitable target market, positioning of the company's offerings, and the use of advertising, public relations, and sales promotion. The report also provides recommendations for the company to improve its marketing tactics and achieve its goals.

MKTG INDIVIDUAL
WRITTEN REPORT 2

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Developing and integrated marketing communication strategy..................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as one of those strategic approaches and elements that has
contributed to increased organizational performance and productivity as well as profitability.
This element is useful and beneficial for business success, as it put direct impact on sales and
growth of companies, whether it is public or private and drive their attention towards aim
achievement. The current assignment will be based on AxeChix, that want to create a woman
entertainment experience whereby individual women can collect a group of friends, come to their
venture and take excellent experience (Laurie and Mortimer, 2019). The study will specify the
suitable target market for potential user for chosen company and will also define how
organization market offering should be positioned within the market. Furthermore, the report will
clarify the development of integrated marketing communication strategy by using three of 5 tools
from promotional mix component that will allow increase users of AxeChix's market offering.
MAIN BODY
Integrated Marketing Communication is the strategic, promotional, collaborative and
marketing function in which target audience receive the consistent and compelling brand
messaging by several marketing channels in coordinated to way to move buyers with process of
decision-making. In the basic level, such marketing communication strategies help to ensure that
marketers are making use of all such available channels for conducting marketing campaign.
Also, to convey the message to target audience in appropriate way. Communication mix is
relevant for such elements which cover all the aspect of marketing (Duralia, 2018).
Developing and integrated marketing communication strategy
Aim-
To develop the women only entertainment where women can gather their with group of friend
altogether and get the unique experience.
Objectives-
 To develop the friendly culture for women
 To organize Tournament for women
 To provide new and something different experience for women
 To gain attention from selected age group to come to venue
Communication mix tools -

Advertising
Advertising is the non paid form of communication of brand about its product, service or
ideas. The paid reflect to time provided for advertising the message which is to be conveyed to
the customers. Non-personal includes sharing the message to bigger groups of people at similar
time, which involves source of media. Advertising is the essential and valuable tool which
facilitates sharing information and keeping them updated by such promotional activities. In
similar way AxeChix can follow n their advertising by concerning the various advertising
methods in suitable way. They can follow some advertising source that cover all the aspects of
marketing strategy. It is important to share offerings and innovation with existing and target
customer so it will increase sales of company as potential customers will get to know about such
sources (Panigrahi, Aware and Patil, 2018). Advertising can be made in wide range of
contrasting media and applying media mix help to strengthening the message or information that
AxeChix want to communicate. Before selecting specific type of media it is important to
consider circulation or audience illustration which should be consisted of age groups, useful
indicators and average income.
Public relations
Public relations means evaluating public attitudes, procedures and identifying policies of
the organization with public interest as well as executing the program of action to gain better
understanding and acceptance towards them. The tool is used in such process is fundraising,
publicity, participation, sponsorship etc. It is the powerful tool which take over function of
conventional marketing and advertising. It can be two-way communication which can monitor
the feedback and adjust information to supply maximum benefit (Todorova and Zhelyazkov,
2021). Publicity is the common tool which can capitalize news value of product and so on
information is broadcast to the news media. For organization like Axechix, communicating with
market for raising awareness of their business, managing and building the reputation and
cultivating relations with consumers can be helpful. Also, focusing on ways to alter public
relations strategies can carry numerous awards, better visibility, powerful relations with clients
and customers as well. This will lead to more sales and high revenue potential for entity. Thus,
public relations is key term for business, and following in the suitable way can bring several
changes for organization present and future growth aspects. Customer and positive relation with

them are fundamental for success of business and key aspect as they are more likely to attracted
with companies that has reputation in providing excellent service to their customers.
Sales promotion
These are the activities which serve extra value or incentives to sales force, customers or
distributors to impact the immediate sales. These also include offering by which it drives the
attention of customer as invitation to engage in transaction by providing them different types of
incentives. Such strategy can be applied to increase more sales of the product of the company
and increase their sales ratio. There are two types of sale promotions that could be concluded as
 Consumer oriented sales – It focuses on customer in provision of short term sales, the
various methods brand can use for sales promotion such discounts, coupons, free
shipping and loyalty program etc.
 Trade oriented sales – It focuses on the market intermediaries for stimulating sales
which consist of wholesaler, retailer and distributors. Whereas promotion tools are trade
shows, merchandize allowances etc.
Actions
The advertising tool can be used by AxeChix to gain various younger women from the
young age groups. They can make use of social media platforms by which it can be easy to get
attention from the youth who take interest in outdoor activities and plying with friends. The sport
appeal to various type of people and in such case the organization is looking for developing more
positive and attentive culture for women, as it would be beneficial for them to engage in various
activities (Frimpong, Hope and Anane-Donkor, 2022). Also, they get the chance to enhance
their experience in different and unique way. There are many ways which brand can use to
conduct their marketing activities in better way which should execute specifically about their
service and improve their brand loyalty. The main target audience are the youths who can be
directed towards the company service. Sydney is one of the most visited place in Australia where
new tourists can also engage in the activities and share something new experience. The
appropriate use of advertising tools will directly impact over target audience and it will reflect in
positive ways towards company growth aspects. Further, the offerings are also major point o
concern which driv the attention of customer effectively.
In public relations, it can be followed in the efficient ways to improve their positive
relations with women populations who are the major source of concern. The women population

is very vast in the country and more people refer to more people to attract. Thus, making
effective relations with using the tools such as publicity and offerings will gain the attentions.
Positive relations are source of developing relations much better for future results and offering
and other facilities not only improve the work experience but also for organization it would build
the culture of more trustful. Monitoring the feedback from audience and providing them with
useful help will result in gaining better business opportunities and also it enhances the brand
image in successful terms. Also, they can improve their user service and carry out the highly
trained employee who can provide the better service in this. Social media can be supportive to
perform more effective role by assisting with relation management and identifying the threats.
AxeChix can use social media platforms as many people seek attention on social media that how
company respond to negative outcomes. By using social media platforms to carefully draft
content which help to protect brand image and minimizing the potentially detrimental effect of
negative estate.
Sales promotional activities can be improved by organization with concerning to
offering and rewards foe their target audience so that it would be favourable for them to take
advantage and enhance their experience with trying something new (Bacik and et.al., 2018).
Thus, rewards and discount are the major source for driving people to make effective use of
those services. On weekly basis, they can provide various offerings for people with selected
target groups by which they can get the benefit. The promotional activities should be effective
so audience can see and easily understand and get to know about the specific details. Such
promotion can be advertised through different platforms with promoting other business activities.
Retaining existing customers requires rewarding points which but for AxeChix it would create
the possibility of immediate satisfaction like discounts, this would appeal them to take part in the
business activities.
Recommendation-
By following the promotional mix strategies company can introduce better changes in
conducting their business activities and it would be helpful for them develop good relations with
their women populations, they must introduce better culture and safety measures by which more
women can influence towards their offerings. Further, the company can make use of marting KPI
strategy which helps in monitoring the overall performance of business which seeks into the
work culture and carry out the negative aspect to introduce better changes in environment. They

can use data analytical tools to carry out the data about their business which must include details
about consumers, competitors and market analysis of new trends in order to improve process
which support uncover insights to form data driven decisions. Such by concerting to all of these
factors and making effective use of this leads to successful outcomes for AxeChix, and they can
their services in more productive ways. By these more customer will direct towards come to
venue and their experiences will be unique. Further, they must implement the feedback process
by which it allows audience as an opportunity to rate and comment on the services and ideas of
the company. Also, they can provide suggestive measures which describes the customers'
opinion regarding changes for organization to develop. Although it would create an advantage
for business to conduct their operations in smooth ways.
CONCLUSION
On the basis of above discussion, it has been identified that organization has gained
competitive advantages and reached desire outcomes by using geographic, demographic,
behavioural and psychographic, segmentation strategies. By using these approaches or strategies,
management has achieved target aims in form of targetting those customers, such as women's
who tend to make a good friends and collect the best memories with them. The administration of
organization has developed the best and effective integrated marketing communication strategy,
that has covered the key stages and actions, which enable them to obtain unpredictable benefits.
Their skilled and talented people have contributed to gain organization a lot of competitive
benefits in form of building strong brand existence in the market, along with generating excellent
brand awareness. Furthermore, from above analysis, it has been determined that organization has
given tough competition to its rivals in form of developing plans and using the three key
elements of communication mix model. It has enabled marketer to generate excellent brand
awareness that outcome in form of gaining consumers attention, which is quite essential for
venture success and growth in the market. Leaders and managers contribution in regard to
strategy implementation and implementation that has enabled them to achieve target goals and
objectives. It has been determined from overall study that marketing tactics has been used in the
company by developing appropriate plans and conducting practices accordingly.
Moreover, by summing up above discussion, it has been summarized that implementation
of effective and useful marketing methods that cover under the theory of communication mix,
allowed organization to gain competitive advantages. It has increased profitability and

productivity as well as increasing performance level that is important for continuous rapid and
competitive growth of company. Management has builds wide and strong workforce in the
workplace, among which skilled candidates with the best skills and competencies, allow
company to be productive and profitable. On the basis of above report, it has been identified that
usage of effective marketing tools and approaches, drives the attention of potential and profitable
customers, who are always tending to take pleasure of the best services.

REFERENCES
Books and journals
Bacik, R. and et.al., 2018. Factors of communication mix on social media and their role in
forming customer experience and brand image. Management & Marketing. 13(3).
pp.1108-1118.
Duralia, O., 2018. Integrated Marketing Communication and Its Impact on Consumer
Behavior. Studies in Business & Economics. 13(2).
Frimpong, F.K.S., Hope, E. and Anane-Donkor, L., 2022. Investigating Marketing
Communication Mix on Brand Performance Indicators: Evidence From the Financial
Services Sector in Ghana. International Journal of Online Marketing (IJOM). 12(1).
pp.1-21.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management. 35(3-4). pp.231-252.
Panigrahi, C.M.A., Aware, K. and Patil, A., 2018. Application of integrated marketing
communication in pharmaceutical industry. Journal of Management Research and
Analysis, April-June. 5(2). pp.133-139.
Todorova, G. and Zhelyazkov, G., 2021. Impact of marketing communication mix on business
results of SMEs. In SHS Web of Conferences (Vol. 120). EDP Sciences.
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