Integrated Marketing Communications: A Case Study of Sainsbury's

INTEGRATED MARKETING
COMMUNICATIONS
1

Table of Contents
INTRODUCTION........................................................................................................................3
LO 2.......................................................................................................................................... 4
P2 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION....4
LO 3.......................................................................................................................................... 8
P4 CREATE A MARKETING COMMUNICATION PLAN THAT EFFECTIVELY MEETS
COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL OBJECTIVES....................8
LO 5........................................................................................................................................ 11
P 5 CRITICAL EVALUATION OF MARKETING COMMUNICATIONS PLAN IN RELATION TO THE
COMMUNICATION STRATEGY, CHANNEL CHOICE, CREATIVE CONTENT............................11
CONCLUSION.......................................................................................................................... 13
REFERENCES........................................................................................................................... 14
2

INTRODUCTION
Integrated marketing communication is an important concept which ensures that all forms
of communication are clearly linked together to achieve the business objectives. It is crucial
for an organisation to promote its brand not only to achieve the competitive edge over the
rival companies but also to survive in long run. It plays an important role in enhancing the
brand awareness of products and services among the target customers which leads to
enhancement in the sales and profitability of the company (Yeshin, 2012). This report is an
attempt to make the investigate the different aspect of the integrated marketing which
needed to be considered by an organisation to achieve the significant growth. It focuses on
the design of communication objectives of a company as well on the development of
communication plan to make the effective decisions. It further critically evaluates the
marketing communication plan to achieve the organisational objectives.
The case study of ‘Sainsbury’s is adopted in this report to make a deep understanding of the
role of integrated marketing communication in the corporate world. Sainsbury's is a UK
based chain of supermarket. It was founded in the year 1869 and currently operates in
different locations with 1415 shops of the world. This assignment covers the different
aspects of the integrated marketing communication in reference to Sainsbury’s.
3

LO 2
P2 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL
SITUATION
It is important for an organisation to design effective communication objective in order to
achieve the significant and sustainable business growth. There are various factors which
should be considered by the Sainsbury’s in order to meet the marketing objectives that are
communication objectives, channel selection and integration and marketing communication
mix. Communication planning process, budgeting in IMC, channel selection and integration,
communication marketing mix, digital platforms etc. These communication objectives are
linked to the business objectives of the Sainsbury's. The key business objective of
Sainsbury's is to deliver the products which can meet the expectations of the customers and
can lead to higher customer satisfaction. Enhancing the sales and profitability and obtaining
the competitive edge over the other rival companies. The successful attainment of the
communication objectives can lead to the fulfilment of the business objectives also (Barker,
2016).
COMMUNICATION OBJECTIVE
The communication objectives can be set by an organisation by considering all the different
factors which can affect the plan. Sainsbury's should develop the SMART objectives that
mean the objectives which are specific, measurable, achievable, realistic and timely. The
communication objectives of Sainsbury are can include enhancing brand awareness,
encouraging sales and managing brand equity (Yüksek, et al. 2013).
These communication objectives are linked to the business objectives of the Sainsbury's. the
key business objective of Sainsbury's is to deliver the products which can meet the
expectations of the customers and can lead to higher customer satisfaction. Enhancing the
sales and profitability and obtaining the competitive edge over the other rival companies.
The successful attainment of the communication objectives can lead to the fulfilment of the
business objectives also.
4