Integrated Marketing Communication

This document discusses the concept of integrated marketing communication and its importance in delivering a clear and consistent message. It explores different types of marketing channels and how they serve communication objectives. The document also includes a marketing communication plan for Aston Martin's new model.

Integrated marketing
communication

Table of Contents
Integrated marketing communication..............................................................................................1
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 How different types of marketing channels serve communication objectives.......................3
LO2..................................................................................................................................................5
P2 Communication objectives for organizational situation.........................................................5
P3 Reason for selection of communication channel....................................................................6
LO3..................................................................................................................................................7
P4 Marketing Communication Plan.............................................................................................7
LO4................................................................................................................................................11
P5 Evaluation marketing communication plan..........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication can be defined as a practice under which a company
integrates and coordinates it various communication channels in order to deliver a message that
is clear and consistent. This is aimed at maintaining consistency of message and complementary
use of media through which message is delivered. Aston Martin is a British independent
manufacturer of luxury sports cars and grand tourers. Founded in 1913 company is
headquartered at Warwickshire, England, UK. Aston Martin operates worldwide and employs
around 2450 employees to carry out its operations. The communication plan is based is on
introduction of new model by the company. This report will discuss about integrated marketing
communication and involve discussion about different channels of marketing and their link with
serving marketing objectives. Followed by this report will also involve determination of
communication objectives along with selection of communication channels. This report will also
involve development of marketing plan through which communication objectives of Aston
Martini can be achieved.
LO1
P1 How different types of marketing channels serve communication objectives
Marketing communication: Marketing is one of the main functions which all companies
perform for communicating or interacting with their customers. It makes them able to tell all
details of their products and brand to their customers in an effective manner. There are different
marketing channels are available which are being used by companies as per their needs,
suitability and marketing objectives. Selection of marketing channel mainly depends upon
financial resources and pre determined goals. As a marketing manager of Aston Martin, luxury
sports car manufacturer, it is responsibility to assess some ways in which they can engage in
marketing communication for promoting products and reach global customers. Some marketing
communication channels which serve different communication objectives include:
Personal selling: It is a process in which sales person or representative of company meet with
customers face to face and tell them detail of products like their features, benefits, advantages,
prices and others. It serves communication objectives as in this personal selling, customers get

their answers immediately which solve their queries and also satisfy their needs. This process of
marketing communication is beneficial for both company and customers as it increases loyalty
among customers when they get all answers in a timely manner and improve image of the
company (Lipowski and Bondos, 2018). There are some advantages and disadvantages of each
type which can add value and help company in serving communication objectives.
This traditional way of marketing communication can increase awareness and add value because
it helps Marketer or sales person in identifying needs of different types of customers by meeting
face to face. By personal meeting like print publications and event development, sales person can
customize communication message as per requirement of customers.
Advertisement: It is other way of marketing communication as it is a paid form in which
advertising sponsors promote products and services of other companies who are willing to
promote brand and ideas in the market. It is one of the common and tradition ways of
communicating message to customers. There are several advertising communication channels
which are being used by companies as per their financial resources and reason of promotion such
as: television, newspaper, radio, billboards and others. It also serves communication objectives
as in this type, marketer use appropriate content and message for attracting customers. By
providing advertise in newspaper, radio and different tradition mode marketer can add value
because it allows marketer to reach large number of customers. They can also improve brand
when inclusion of celebrities are being done in advertising.
Sales promotion: There is several communication activities are involved in this process if
marketing communication which offer incentives. In this process, company sell products to their
customers immediately and add value (Kumar, Tripathi and Tomer, 2019). Sales promotion is
more likely to attract customers and making them able to buy products of company. One of the
main reason as why it increases value of customers is in this type customers get gift vouchers,
discounts, free sample and others as these are some ways of sales promotion. There are several
reasons which show that how marketer can add value such as it helps in attracting wider range of
customers by encouraging them. They can also measure customer’s satisfaction in easier manner.
Rather than these, there are some new ways of marketing which is known as digital marketing.

Digital marketing: In digital marketing communication, marketer can communicate or interact
with their customers via social media platforms, its official website, E-mail and others modes. In
E-mail marketing marketer needs to send all details of products to group of target people. It
saves their time as at one time marketer can reach to several people. In social media marketing,
marketer can contact with target group and by uploading of images they can promote them.
Ethical issues in marketing communication: There are some ethical issues which may arise
while performing marketing function. One of the main issues is related to privacy. Customers do
not provide their personal information due to fear of breaches and confidentiality. So, making
people aware is the main challenge and maintaining security of all personal and professional
information is one of the main ethical challenges (Chonko and Hunt, 2018).
LO2
P2 Communication objectives for organizational situation
Communication objectives play an important role which can be accomplished by marketing
function and by appropriate selection of marketing communication channel. There are several
situations occur in an organization and there are several reasons for which different companies
select different modes of communication or marketing communication channel such as:
launching a new product, promoting existing products in existing market, promoting existing
products in new market or expand business in other countries. Aston Martin wants to launch new
model of sport car and want to sell in UK. So, for new product development there is requirement
of promoting them so, in this situation it is important to select one of the best and appropriate
communication methods which can help it out in accomplishing goals (Tyunnikov, 2017).
Different organizational communication objectives include:
 To develop knowledge among customers about products and increase sale up to
25%.
 To understand current market needs and increase staff retention rate.
 To make people aware abut brand and grow digital presence .

Role of budget: Budget plays an important role in marketing communication as it helps
company in taking decision about selection of marketing communication channel. It helps them
out in measuring impact of all expenses on all marketing communication activities like direct
marketing, advertising and digital marketing.
Developing new product: For developing new product in existing market which Aston Martin
wants to do, there is requirement of focusing on an appropriate marketing communication mode.
So, in this context it can be said that social media or digital marketing can help company in
promoting their products. One of the main reason of selecting this advertisement and social
media marketing communication is to make people aware about new product of this brand. It is
well known and popular brand so; there is no need to focus on personal selling or direct
marketing because customers are aware about its products and effectiveness (Zhang and et.al.,
2018). For this, company focuses on some digital platforms such as: webpage, multimedia news,
Face book and others. So, in this situation of launching new product, company requires focusing
on social media or digital media marketing.
P3 Reason for selection of communication channel
There are several marketing communication channels are available but selection of channel
depend upon the main objective and current situation. In the context of Aston Martin it can be
said that it wants to launch new model sport car in existing market. So, it focuses on some
marketing communication channels which can help it out in accomplishing its goals. Before
selecting channels of communication it is important to schedule communication plan such as:
Purpose: The main purpose of communication is to make customers aware about new product
and attract them for buying products by providing them qualitative product as per their needs
(Greer and et.al., 2019).
Target market: New sport car is a 4 seater a small SUV in the pipeline and it is stated that main
target of this company is women who want to find powerful sports car.
Resources: This Company has financial stability and skilled workforce which can help it out in
accomplishing its goals and attracting customers by making them aware about effectiveness of
new model of sport car.

Some channels and strategies for interacting customers include:
Public relation: For developing new product company can make use of this communication
channel as it can help it out in attracting customers for buying products. An effective and
improved relation with customers allows company in retaining them and reducing bargaining
power as well. So, increasing customer retention rate, improving brand are main reason of
selecting this channel (Smith, Patmos and Pitts, 2018).
Sales promotion: Sales promotion is one of the effective ways of attracting customers. For this
company can offer discounts to their potential customers. When customers get discounts,
vouchers and other offers on their purchasing them it makes them feel valued and motivated. So,
for improving relation, increasing sales it can be used. Other main reason of selecting this
channel is measuring customers’ satisfaction level as it can help out to company in identifying
areas of improvement and effectiveness of product as well.
Digital marketing: It is found that this company wants to increase sale by launching new model
sport car in an existing market. So, by selecting digital marketing or uploading images of
products with attractive message and detail of products it can make aware to customers. One of
the main reason of selecting this channel is via it company can reach to global customers and it is
time saving mode. Company can interact with several customers at a time and can also reduce
cost (Österle and Kuhn, 2016).
So, from the above discussed all channels it can be said that all are being selected for specific
reason and one of the main reasons is to make customers aware about new product in cost
effective manner.
LO3
P4 Marketing Communication Plan
Executive Summary
Marketing communication plan involves different elements for marketing communication
that organisation will implement. This marketing communication plan involves objectives of
marketing communication and target group of the company. This marketing communication plan

is aimed at communicating value of new model of Aston Martin company. This plan further
involves different channels of communication that Aston Martin can utilise to communicate
target market.
Objectives of Marketing Communication
 Introducing and increasing visibility of new model in target market by 50%
 Achievement of 10% profit above cost of new models
 To increase quality engagement of visitors by 30%
 Reducing overall marketing communication cost by 15%
Segmentation, Targeting and Positioning
Segmentation
This is concerned with segmentation of potential customers in identical groups. This is
mainly based on demographic, psychographic, lifestyle, geography and behaviour (Mehmet and
Nayeem, 2018). Segmentation for new model of Aston Martin is based on Demographic
segmentation that involves on age, interest, education and social status.
Targeting
This involves targeting right segment based on certain factors that are based on
difference, criteria size, accessible and other benefits. Targeting for this model and marketing
communication is based on age new model is based on interest of millennial generation
interested in high tech luxury and sports car and customers group capable of affording luxury
sports car.
Positioning
New model of Aston Martin is positioned in luxury sports car market for high class customers.
Positioning will be based on Think-Feel-Do approach, because experience plays important role
in buying cars and specifically millennial customers are inclined towards experience (Feinman,
2018). This is why Think-Feel-Do is suitable for positioning of Aston Martin.
Unique Selling Proposition

New model of Aston Martin is high tech luxury sports car. This involves specific features
for its smooth drive experience and speed of the car is also higher along with extra features for
safety. This means that USP for this model is-
 Extra safety features
 Effective experience in driving
Marketing Communication Mix
Marketing communication mix is a mix or can be said as choice of different channels of
marketing through which organisation can achieve its marketing communication objectives.
Marketing communication mix for new model of Aston Martin includes-
Online advertising
This involves advertising on different online channels. These channels are Youtube,
Facebook, Instagram and other social media sites (Ojanen, 2018). This will help in
communicating effectively with its target market because millennial customers are highly
engaged on these channels.
Direct/Digital marketing
This involves directly communicating to potential customers through Email, and
gamification. Social media is also used for direct marketing by ensuring right target market.
Website of the company is also an effective channel for direct marketing.
Sponsorship
This is another channel for marketing communication in which Aston Martin can
communicate with its target market through providing financial assistance for organisation of
events.
Public Relations
This is concerned with converting brand messages into stories that is appealing to media
and to target market of the company. This involves amplification of news, strategies and
campaigns.

Communication mix elements
 Social media channels for advertisement and direct and digital marketing. Using
Facebook, Instagram, Twitter and other social media platforms in this element.
 Gamification, this is an effective tool for Aston Martin in which it can communicate
through characteristics of games.
 Email is effective in directly communicating with target market.
 Sponsorship involves sponsoring racing events through which it will be able to
communicate with millennial customers (Kibuchi, 2016).
 Partnering with newspapers, and magazines for the purpose of maintaining PR and
amplifying strategies and campaigns.
Design and content for communication
In order to ensure success of marketing communication it is important that along with
channels through which message will be communicated or delivered, message to be delivered is
also effective. Effective design and content plays important role in success of marketing
communication. In relation with Aston Martin, message for its marketing communication can be
as follows-
Colors and symbols for brand building
Using light colors and sophisticated colors and design for message and content. Symbol
that organization can use is its brand logo. This means considering target market and along with
that maintaining standard and appeal of brand.
Visual art design, typography and page layout
This involves ensuring visual art effectively in which Aston Martin, can appeal its value.
Typography is concerned with selection of right, effective and attractive fonts for message. For
new model of Aston Martin, fonts to be used need to be attractive yet sophisticated. Page layout
is important in terms of printed as well as website advertisement.
Website design and development

Website of the company needs to be created and developed in such way that it links e-
commerce capability (Kibuchi, 2016). In context of Aston Martin website needs to include link
for inquiry of the model of Aston Martin.
Execution of Plan
Once suitable content for communication with specified features has been created, this
content can be delivered through right communication channels.
LO4
P5 Evaluation marketing communication plan
Communication strategy
Communication strategy of Aston Martin is based on four elements that is
communication goal to increase visibility of new model of Aston Martin. Target audience is
millennial generation, communication plan is adequately based on targeting right customer group
and channels are also used for communicating with right target group. This plan of marketing
communication is completely based on these elements. In terms of this strategy plan is
completely suitable (Jandevi, 2019). In other words marketing communication or communication
strategy is a plan that business use to send the right marketing message to the right customers
through the right medium at the right time aimed at increasing the sales of the product being sold
by the organisation. Above plan is complementary in attainment of these objectives with right
strategies.
Channel Choice
Channel choice for the communication refers to selecting or choosing proper and most
suitable channel for communication of the marketing. This is because channel of communication
plays very significant role in success of communication efforts of the company. Mainly channels
selected for this marketing communication are digital channels. This is because they are highly
effective communicating to millennial generation. Another channel is sponsorship of sports
events, this channel will also rightly communicate to millennial generation. Other than this,
sports events are highly linked with product of Aston Martin. Public Relations is also a channel

in which stories are used to deliver right message to audience (Polo and Sese, 2016). Stories are
highly effective in communicating because they make lasting impression and also enable
audience to experience message rather than listening to it.
Creative Content
Content plays an important role in successful marketing communication of the company.
Creative content can be defined as content which is able to attract attention of the customers and
encourage them to engage with the content. Gamification and stories is an effective way to
communicate with customers and encouraging them to engage with content.
Monitoring and Evaluation of overall marketing communication plan
Monitoring involves periodic tracking of performance of marketing communication plan.
In this through observation and instant results Aston Martin can monitor performance of
marketing plan. This monitoring can be done periodically, such as monthly quarterly and
annually.
Evaluation of marketing communication plan can be done by comparing objectives of
plan with actual performance of plan (Jütte, 2016). This can be done in terms of performance of
plan and its financial outcomes.
CONCLUSION
On the basis of above discussion, it can be concluded that marketing communication has
become very important for success of marketing efforts of the company. This report discussed
about different channels of marketing. This is important that while employing marketing
communication appropriate channels are used by organisation. This is because if channels are not
able to deliver content to target audience than they will become useless and will contribute in
failure of the company’s marketing efforts. Communication channels of Aston Martin were
discussed in this report, it can be said that they are highly effective in attainment of objectives of
Aston Martin. Followed by this, marketing communication plan was also discussed and
developed in this report that involved selection of channels, design of content of marketing and
later their effectiveness was also discussed.

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