Integrated Marketing Communications: A Case Study of M&S

INTEGRATED MARKETING COMMUNICATIONS
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context:....................................................................................4
Task 2...............................................................................................................................................8
P2. Design communication objectives for a given organisational situation....................................8
P3. Provide justifications for the selection and integration of communications channels chosen.. 9
P4. Create a communication plan that effectively meets communication objectives for a given
organisational situation..................................................................................................................10
P5.Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.....................................................................................12
Conclusion.....................................................................................................................................14
Reference List................................................................................................................................15
Appendix........................................................................................................................................17
P1...................................................................................................................................................17
P3...................................................................................................................................................21
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Introduction
The concept of integrated marketing communication is simple where it ensures progressive
development of an organisation following an amalgamated practice, which consists of marketing
communication such as advertisement of products, sales and promotions, free associations,
digital endorsement and social media selling by applying different policies, in order to carry out
the absolute work as an integrated force.
It is an endeavour by an organisation, which also ensures that the entire marketing
communication medium should meet the expectations of consumers living across the world. The
study will take an in-detail evaluation about M&S integrated marketing communications in UK
and UAE and the proper channels and medium taken behind its success. This assignment will
also state about the purpose of such type of communication, which is effective for any other
organisation like M&S.
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Task 1
P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context:
There are various types of marketing channels of an organisation, which concentrates mainly for
the brand popularity as well as the companies brand loyalty and at the same time focuses on
company’s relationship with the consumers. It can be more simplified through a flow chart
below that where and how few different types of integrated marketing communications can be
classified into two segments based on some categories of consumers. The following flow chart
attached:
Different types of marketing channels:-
 Direct channels – It consists of directly an alignment between Manufacturer and
consumer.
 Indirect channels- It consists of interrelationship between Manufacturer, Retailer and
Consumer
‘Indirect channels’ follows an interlinked process. This process revolves around the above-
mentioned people. It starts from manufacturer, and then goes to wholesaler, from wholesaler to
retailer and to consumer. Not only that it also follows the process from manufacturer to agent,
and then to wholesaler, from wholesaler to retailer and then lastly to consumer. The whole round
of marketing channel goes in such procedure. On the other hand, ‘direct channel’ is a direct
coalition with a consumer. As stated by Crawford and Brennan, (2014), in relation to the types
above, as already known about M&S as one of the leading retailer of UK. It follows both the
types of channels for marketing communications. Some critical evaluation with laid examples
can illustrate more clearly.
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According to M&S, digital marketing is one such type, which is mainly decorated and at the
same time, direct communication with the consumers are attempted by the organisation. It also
focuses on what product is being advertised and makes investigation about the similar quality of
the product being sold in different stores of M&S situated in different locations of UK and other
parts of the country in UAE.As per Karell and Lang,(2015), although both the types of channels
of marketing is followed by this organisation. Incase of food products, it simply tries to bridge
the gap between manufacturer and a consumer unlike most of the company. For different
products different strategies has been maintained since the beginning of its foundation.
Communication objectives can be mentioned below in the form of an image for further
explanation.
Objectives of communications: It follows some elements, which has been typically in practice in
any organisation.
Advertising
Public relations
Personal selling
Sales pitching and promoting
Promoting through internet
Figure 1: objectives of communication
(Source: Parsons, (2016)
The above ingredients are applicable for marketing communication. As per these objectives,
lying on the part of advertisement, M&S stands outfit among all other retailer. It has been a
multipurpose approach in terms of every versatile product, which has been till, now established
in the market. Some demerits are definitely lying behind for any type of approach by a
manufacturer or it can be in other particular segment of the organisation. Coming to both the
negative and positive aspect, it will be understood with much more brevity. If a more simplified
network distribution can be availed by the consumers over internet then it becomes easier to
retain any consumers while selling any products. As an example if clothing is one such product
then based on an overview of a survey on last Ten months, it has been found that around 79% of
consumers have utilised the click and collect method of buying the product from several
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locations. It has become easier but it gave quite different in both the quality and the promoted
advertisement. A graphical presentation can be shown here.
Figure 2: graphical structure of sales and advertisement
(Source: Lischka et al., 2014)
It also reflects the number of respondents which has reduced because of some disappointing
experience faced by some of the consumers while delivery of the online products from Stores.
Advertising: Coming to the part of advertising of any product in M&S starting from food to
clothes, it emphasises on advertisement part so brilliantly that any consumer gets attracted easily.
But there should be a balanced way of approach before the consumers like that as if a consumer
should not be mislead in terms of any product mismatch or product quality or in case of any lack
of communication in sending the product in the exact location for delivery within the given date.
(Rathi, and Kulkarni 2017)
Public relations: In terms of public relations, M&S has a good background until date but if light
goes down to its negative aspects, it comes about the high range of clothing, which has
increased. However, as opined by Thacker, (2017), it has been worked upon quite rapidly and the
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