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Study on Development of Integrated Marketing Communication in an Organization

   

Added on  2019-11-26

11 Pages1914 Words199 Views
Running head: INTEGRATED MARKETING COMMUNICATIONIntegrated Marketing CommunicationName of the Student:Name of the University:Author Note:

1INTEGRATED MARKETING COMMUNICATIONExecutive Summary The study is extensively focusing on the development of integrated marketing communicationwith special reference to the launch of Peri Peri Chicken by Subway. Subway, in spite of beingthe biggest sandwich chain in the global market, has been experiencing the declines in salesratio. Therefore, the company is looking forward to establish the effective integrated marketingcommunication by determining the necessary budget allocation and development of the IMCtools. The obtained idea from the study determines the necessity of establishing the considerableobjectives for IMC development. On the other hand, it is also suggested that the implementationof the advertising and sales promotions would be helpful in gathering the customers’ responses.In addition to this, the study also generates the idea of the monitoring and controlling process byreviving the necessary feedback of the customer through internet mediums.

2INTEGRATED MARKETING COMMUNICATIONTable of Contents1. Introduction..................................................................................................................................32. Analysis of the Current Market Situation....................................................................................33. Integrated Marketing Communication Objectives.......................................................................44. Promotional Budget Allocation...................................................................................................55. Development of IMC Tools.........................................................................................................66. Monitoring, Evaluation and Controlling the Program.................................................................77. Conclusion...................................................................................................................................8References........................................................................................................................................9

3INTEGRATED MARKETING COMMUNICATION1. IntroductionIntegrated marketing communication process ensures that the different forms ofcommunications and messages are properly linked together. The organisations require adoptingthe proper communication tool to develop a skilled promotional activity (Luxton, Reid &Mavondo 2015). The study would discuss the application of the integrated marketingcommunication method by Subway to launch Peri Peri Chicken in United States. Theidentification of the market scenario and the product specification would be analyzed in thisstudy. Concentrating on the IMC objectives, the study would present the description of therequired budget and technological tools for developing the promotional strategy. 2. Analysis of the Current Market SituationSubway is the biggest sandwich chain in the world. The extensive number of outletsovertook McDonalds, the biggest fast food chain in America. In fact, the company has achievedthe similar feat in the global scale. The company has acquired significant growth by offering thealternative healthy burgers and fries. The establishment of the franchises in different countriesalso helped in acquiring the global position (Subway.com 2017). However, in current market, itis reported that the revenues of the Subway sandwiches are continuously declining due to theextreme pressure of the market competition. Therefore, the company is looking forward tolaunch the Peri Peri Chicken Sandwich in United States. This product is exclusively available inSouth Africa. This item is prepared with Peri Peri Sauce, lean chicken breasts and vegetables formaintaining the healthy diets (Thespiceadventuress.com 2017). In spite of controversial reportspresented on the claims of chicken mixed in the food items, the company started defending thegood practices. The direct competition with McDonalds is one of the major concerns for the

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