Examining Integrated Marketing Communication Initiatives: Warehouse Group Marketing Campaign for New Product

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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Executive summary
The report aimed at examining the integrated marketing communication initiatives that are
currently undertaken by Warehouse Group and thereby formulate an integrated marketing
campaign for the launch of a new product offering as per the needs of the customers. The report
also enumerated the key performance indicators of the campaign in order to judge the success
factors of the same while developing the product as per the needs of the customers.

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Table of Contents
1. Introduction..................................................................................................................................3
1.1 Background of the company and product..............................................................................3
2. Analysis of traditional marketing communications.....................................................................4
3. Analysis of digital marketing communications...........................................................................5
4. Segmentation of consumers targeted by The Warehouse Group.................................................7
5. Integration of traditional and digital marketing communications...............................................9
6. New digital marketing communication campaign.....................................................................12
7. Integration of new digital campaign with traditional marketing communication.....................14
8. Metrics to measure performance of new campaign...................................................................15
9. Conclusion.................................................................................................................................16
References......................................................................................................................................17

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1. Introduction
The marketing management initiatives are undertaken by the organizations in order to
maximize awareness among the targeted customers. The primary objective of undertaking an
IMC campaign is to make the target customers aware of the competitive offerings of the business
(Ashley & Tuten, 2015). On the other hand, the integration of the traditional marketing
communication with the digital marketing communication tools helps an organization in
designing an appropriate marketing initiative in order to maximize customer awareness. The
report will focus on identifying the marketing initiatives that are undertaken by The Warehouse
Group in New Zealand. The discussion will examine the traditional and digital marketing
initiatives undertaken by the organization and the manner in which the integration of the
marketing communication tools helped the business in making most of the segmented customers
aware of the propositions.
1.1 Background of the company and product
The Warehouse Group was established in the year 1982 as a retail group that is located
in New Zealand. The concerned organization consists of The Warehouse, Warehouse Stationery,
Noel Leeming and Torpedo7 Group (Thewarehousegroup.co.nz., 2018). The concerned group
holds discount retail department stores that proposes a broad range of non- grocery and grocery
products as per the needs of the customers. It has been reported that the concerned organization
took steps to expand to the Australian retail markets in the year 2000 through Clint's Crazy
Bargains and Silly Solly's retail chains (Thewarehousegroup.co.nz., 2018). It has helped the
concerned group in undertaking vast expansion while supporting the sustenance of the same.
However, apart from the expansion, the concerned organization faced several issues in marketing

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the line of products and services, which affected the revenue streams and net income drastically
(Bacile, Ye & Swilley, 2014). The fluctuations in the revenue streams and net income of the
business affected the sustainable measures that are undertaken by the business.
2. Analysis of traditional marketing communications
Television ads
The television ads help an organization in attracting the attention of maximum customers
towards the product or service offerings. Vernuccio and Ceccotti (2015) stated that the
television advertisements provide the marketers with the opportunity of demonstrating the
different elements of the product or the service. In this relation, the concerned organization holds
a fewer advertisements on the television which has affected the capabilities of the organization to
make the target consumers aware of the unique propositions made by the venture. On the other
hand, Jankovic (2012) noted that the television advertisements helps an organization in making
the customers aware of the value that might be received by the same through the utilization of
the proposition. Therefore, the development of the television ads will be helping the
organization in maintaining the efficiency of the operations as per the needs of making a vast
amount of target customers aware of the propositions.
Magazines
The utilization of magazines as a mode of marketing communication helps an
organization in targeting the specific group of customers while operating in diverse international
markets. Finne and Strandvik (2012) noted that magazine advertisements have a longer life
than the newspaper ads which helps an organization in building trust and confidence in the minds
of the customers. The Warehouse Group has undertaken minimal initiative for creating magazine

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advertisements, which has affected the capabilities of the venture in making most of the
customers aware of the propositions that are made by the business. On the other hand, the lack of
suitable marketing communication technologies has affected the competitive edge of the
business while operating in the Australian markets, apart from New Zealand’s market (Berger &
Meng, 2014). Utilization of magazine advertisements would have helped the concerned business
in making the target consumers aware of the diverse range of grocery and non- grocery products
and services that are offered by the venture. On the other hand, the utilization of magazine
advertisements would have helped the business in making the customers aware of the offers that
might be considered by the customers while making a buy of the products or services (Delgado-
Ballester, Navarro & Sicilia, 2012).
Bus stop ads
The bus stop advertisements help an organization in attracting the attention of huge
amount of travelers and customers. On the other hand, Timofeeva et al. (2016) stated in a
research that the bus stop advertisements helps an organization in significantly reducing the
costs of undertaking marketing communication. In this relation, the bus stop ads would have
assisted the concerned organization in attracting the attention of the free customers towards the
product and service offerings (Dumitru et al., 2015). However, the concerned organization
undertakes a minimal utilization of bus stop ads, which has affected the capabilities of attracting
the free customers apart from the loyal customer base. It has also restricted the organizational
capabilities of maximizing the customer base of the business in Australian markets while
expanding (Einwiller & Boenigk, 2012).