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Integrated Marketing Communication Sample Assignment

   

Added on  2021-04-17

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Running Header: Integrated Marketing CommunicationIntegrated Marketing Communication Authors Name: Authors ID:

Integrated Marketing CommunicationContentsOverview of organization................................................................................................................3Assumptions.....................................................................................................................................3Potential competitors.......................................................................................................................3Marketing mix..................................................................................................................................3Communication objectives...............................................................................................................3Budget costing.................................................................................................................................4Communication strategy..................................................................................................................5Execution style.................................................................................................................................5Appeals............................................................................................................................................5Draft communication material.........................................................................................................5Media mix........................................................................................................................................6Media coverage and schedule..........................................................................................................6Campaign evaluation.......................................................................................................................7Conclusion.......................................................................................................................................7References........................................................................................................................................8

Integrated Marketing CommunicationOverview of organizationDeveloping a link to all the forms of communication and messages at one place can beconsidered as the process of integrated marketing communication (IMC). In simple termsintegration of all the promotional mechanisms and tools, so that they work together in a harmonyis the process of IMC (Arnold & Boggs, 2015). Promotion is one of the integral elements of themarketing mix strategy and also has its own communication tools. These communication toolsperform better if they are working together in a concord rather working in isolation. Integratedmarketing communication plan is a system that is required to be developed by the business firmfor promoting products and generating awareness in the targeted segments of the consumers.IMC plan is developed and designed by the firm when the entity is expecting to launch a newproduct or service and wants to create a hold in the market regions for the new product about tobe launched (Multimediamarketing 2015). The below executed is an integrated marketingcommunication plan that has been developed for Woolworths Ltd. The business entity is amultinational corporation in the sector of supermarkets. The business entity was incorporated on5th December 1924 and its head office is located in Bella Vista, New South Wales, Australia, byF.W. Woolworth. The business corporation is serving to an approx. 18 million consumers allover the world.AssumptionsFor developing an effective integrated marketing communication some predictions are requiredto be developed on the basis of market trends and business environment. These assumptions caninclude some statistical data or market trends for the next 12 months or what will be the marketconditions in up-coming years. The below presented are the assumptions that have been made fordeveloping the IMC plan: On the basis of research, it has been predicted that the long intense drought was one ofthe reasons for the rise in the prices of the products (Knowler 2016). The drop in the value of rand will lead to bringing an increase in the price of the importedpackaging and also a hike in the price of petrol and diesel can be considered as one of thebiggest assumptions that will be affecting the business environment.Some of the financial predictions are presented in the form of the below presenteddiagram.

Integrated Marketing CommunicationFigure 1 Assumptions made for Woolworths(Source: Assumptions made for Woolworths, 2018)Potential competitorsWoolworths Ltd is one of the leading brand names in the Australian supermarket sector. Apartfrom this multinational corporation, the Australian supermarket is having number of other brandnames that are the top leading organizations in the industry. Tesco, Aldi, Walmart are the toprankers that are fighting for gaining the top position in the sector. These business corporationsare the top competing brands for Woolworths Ltd and also the biggest threats. On the basis of theresearch it has been concluded that as Tesco is one of the market leaders among the sector, itsshare price is clearly reflecting how the business corporation can stimulate the whole retailgrocery market. For the last 25 years, Tesco has gained a position of market leader in the UKgrocery sector. The business corporation owns an approx. the number of more than 3000 storesin the UK and also shares 28% of the market region (Ivoryresearch 2018). Tesco is offering avaried range of grocery services so as to make attainments of different requirements thatcomprise of convenience outlets that are easily approachable, supermarket, superstores, andhypermarkets (Anton 2010). For developing its brand heritage the business entity is making aneffective use of the slogan “Every Little helps” that is used as a marketing tool forcommunicating with the customers. This is one of the significant factors of the IMC plan of theTesco. By making use of this slogan the brand has penetrated the minds of consumers and this is

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