Integrated Marketing Communication: Evaluating Marketing Channels and Creating a Communication Plan

This document discusses integrated marketing communication and its importance in achieving organizational goals. It evaluates different types of marketing channels and their role in communication objectives. It also provides insights into creating a marketing communications plan.

INTEGRATED
MAREKTING
COMMUNICATION

Table of Contents
INTRODUCTION................................................................................................................................4
TASK 1.................................................................................................................................................4
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organisational context......................................................................................................4
TASK 2.................................................................................................................................................5
Covered in ppt..................................................................................................................................5
TASK 3.................................................................................................................................................5
P4 Create a marketing communications plan that effectively meets communication objective......5
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books and Journals..........................................................................................................................9
REFERENCES.....................................................................................................................................9

INTRODUCTION
Integrated marketing communication is considered as a communication in which the
manager focuses on using different promotional tools and techniques such as advertising, sales
promotion as well as publicity and many more. The organisation adopts these techniques for
attracting large number of customer at marketplace. Herein, the company is taken named as Red
Bull. It is considered as a well-known company who provide energy drinks to its user that helps
them in attracting towards products and services sold by company. In this assignment, there are
various kinds of marketing channels that helps in accomplishing goal as well as objectives in pre-
decided period of time. In addition to this, the marketing communication plan is created by
organisation for achieving vision in given time period. It also helps the organisation in achieving
success in future period of time. Marketing communication plan helps in assessing appropriate
channel of communication and make combination for provided a message in relation to brand to its
user at marketplace (Blakeman, 2018).
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organisational context
There are various of marketing communication channel which is adopted by organisation
such as advertising, sales promotion, direct marketing channel and publicity as well as many more
that is going to be mentioned below:
Advertisement: Advertisement is paid form of non personal presentation of ideas, goods as
well as services in front of identifies sponsor that helps in marketing of products and services. It
helps in attracting large number of customer. It increases sales and profit margin of company in
front of customer at marketplace. By using newspapers, television as well as social media sites,
company achieve competitive edge over rivalries at marketplace.
Direct channel: Herein, the company focuses on providing products as well as services to
its user in order to satisfy them. There are various concepts adopted for direct channel such as
internet sales as well as personal contact arrangement that helps in targeting large number of
customers at marketplace (Perreault, 2018).
Online promotion: For achieving success and growth, the organisation focuses on bringing
innovative methods for promotion of products and services at marketplace. It helps consumer in
taking decision in relation to purchase of goods as well as services in market. There are different
sites which is used for online promotion such as mobile application and pay per click that helps in
improving awareness of products in front of customer at marketplace. It increases brand image and

reputation of company in front of customer at marketplace. In addition to this it increases profit
margin and sales of company in mind-set of user in the market.
Sales promotion: It is considered as a procedure that helps in influencing user for
purchasing products as well as services of organisation. It increases brand loyalty as well as trust of
user in front of manager at marketplace. Therefore, Redbull adopts sales promotion techniques for
increasing larger market share.
Newspaper: For attracting large number of customer, the organisation adopts newspaper for
the person who do not adopt any kind of smartphones as well as internet across the world.
Therefore, it helps in spreading information across world that is considered as a good way
communication which is used by Redbull for communicating their produces to ample of user at
marketplace. Therefore, it is necessary for organisation to adopt newspaper as a marketing tool for
increasing awareness of products as well as services in front of customer at marketplace.
Reverse channel: This is considered as a procedure of backward flow of goods as well
services that helps in recycling of product which will be used for other purpose such as raw
material. It is adopted by organisation who focuses on generating luxurious products as well as also
need different kinds of other inputs (Watson, 2017).
Dual distribution: Herein, the organisation adopts more than one channel in order to attract
large number of customer at marketplace. It signifies different channel for boosting sales in future
period of time.
From the above mentioned different kinds of channels, the manager focuses on using direct
channel for promoting its products as well as services in front of customer at marketplace. It helps
in increasing sales and profit margin in future period of time. There will be use of digital media
Strategy that us completely based on using of social media application by Red Bull for the purpose
of approaching the target segment of customers.
TASK 2
Covered in ppt
TASK 3
P4 Create a marketing communications plan that effectively meets communication objective
Marketing communication plan is prepared for formulation and conveying of the marketing
message to cater to the needs of their target segment of customers (Bentley, 2018). There is need to
form strategies that consist of Creative strategies that will be used by Rebull along with overall
promotional budget that will be required for executing this marketing plan.

Key value: The overall key value that is part of Rdebull as one of most popular energy drink having
preferences across different parts of world and have average sales of 4.6 billion. The key message is
to make people realise its value as a healthy drink. The key message is to create awareness among
its target segment of customers. For this there will be use of certain channels that can be used for
the purpose of targetting the customers.
Creative marketing strategy: for the purpose of attracting customers and communicating them the
exact value there is a need to develop a overview of the selected digital media strategy. For this
Redbull will be using social media platforms to attract maximum number of customers. In this
there will be adoption of application such as Facebook, Instagram where there will be a marketing
campaign to engage maximum number of customers.
Marketing mix: There are several aspects of marketing mxi that can be used as a promotional tool
by Redbull in order to enhance their present level of sales:
Product: The product portfolio of Red bull consist of products such as energy drink, sugar free
variant, simply cola, zero calories and special editions like orange, blue ad tropical. All these large
variety of products can be further used for launching their promotional campaign on different social
media platforms. They are also dealing in brand related accessories (Galli, 2020).
Place: Red bull is having presence in moer than 169 countries and they are having their products
available in supermarkets, restaurant and bars. They are not using their online channels but in
present scenario there can be adoption of such online presence to expand their level of sales by
adoption of digital marketing strategy.
Price: The pricing strategy followed by Red bull is premium pricing (Mousarezaei, 2016). It is one
of best expensive strategy that is helping in integration of different geographical and promotional
pricing strategies.
Promotion: the promotion strategy of Red bull in the present scenario is based on use of digital
media tools for the purpose of achievement of higher sales. This will also help in enhancement of
profitability as it is one of most cost effective methods for increasing Present level of sales.
Budgetary requirement: For the purpose of launching the product there will be need of financial
requirement that has to be fulfilled according to the need of various activities as mentioned below.
There will be need of amount according to respective activities of the digital marketing plan of
Rdebull as mentioned below in Pounds:

Monitoring & controlling:
After there has been preparation of the marketing plan and use of marketing mix as a
technique to achieve such laid down objectives there is a need to set down a controlling scenario. In
this there will be a check on the completion of per defined time period about the progress made
towards achievement of such laid down objectives.

CONCLUSION
From the above discussed report it can be said that marketing communication plan is related
with consideration of marketing communication plan in order to cater to the needs of large segment
of customers. It helps in enhancing the existing brand image by use of several direct, indirect
marketing channels. It is very crucial to understand the objectives of such marketing plan os that it
can be properly initiated and monitored.

REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Watson, N., 2017. How engineering consultants should communicate with their clients: an
Integrated Marketing Communications (IMC) perspective. Australian Journal of Multi-
Disciplinary Engineering, 13(1), pp.47-69.
Yurdakul, E. and Bozdağ, A., 2018. IMC: Integrated Marketing Communication. In Marketing
Management in Turkey. Emerald Publishing Limited.
Galli, B.J., 2020. Using marketing to implement a strategic plan: Reflection of practiced literature.
In Start-Ups and SMEs: Concepts, Methodologies, Tools, and Applications (pp. 1518-1532).
IGI Global.
Mousarezaei, M., 2016. Marketing analysis for future strategic plan.
Bentley, C., 2018. Integrating Oral Health into Social Marketing Campaigns: Program
Development and Description for San Francisco Children’s Oral Health Strategic Plan. Pacific
Journal of Health, 1(1), p.2.