Integrated Marketing Communications

INTEGRATED MARKETING
COMMUNICATIONS

Table of Contents
INTRODUCTION...........................................................................................................................4
PART A...........................................................................................................................................4
Evaluate different types of marketing channels and how they serve communication objectives
within organisational context.......................................................................................................4
Design communication objectives of given organisational situation..........................................6
Provide justifications for the selection and integration of communication channels chosen......7
PART B...........................................................................................................................................8
Create a marketing communication plan that effectively meets communication objectives.......8
Critically evaluate a marketing communications plan in relation to the communications
strategy, channel choice, create content....................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated marketing communication refers to that concept that shows the linkage
between the communication and messages. It can showcase the integration of various marketing
tools and approaches that will create a grate impact on the consumers mind and helps the
company to earn more and more objectives. The main aim of integrated marketing
communication is to ensure the consistency that was present between the message and the use of
effective media. This report is based on the Jaguar that is a Luxury brand and a multinational
manufacturing company in England, UK. It was founded in September 1922 and company was
founded as the swallow sidecar company. Moreover, in 2013 Jaguar cars merged with land rover
and the owner of jaguar is Tata Motors as Tata created Jaguar Land rover which is the subsidy
holding company. The report is going to include the various kinds of communication channels
that help in serving the communication objectives within the organisation. it also explains the
objectives of an organisation on a specified situation and give an effective justifications for
selecting integration of communication channels. Further it inculcates the marketing
communication plan that helps in meeting the communication objectives. at last critically
evaluate the marketing plan that is relate to communication strategy, creative content and
channel choice (Amit and Jacobson, 2018). Along with this, Jaguar use various marketing
channels in order to promote its products that are new in market and also consider develop
significant marketing plan to achieve growth and success.
PART A
Evaluate different types of marketing channels and how they serve communication objectives
within organisational context
Marketing communications:
It refers to a fundamental part of the organisation marketing efforts. It involves those
components that are used by the company to deliver the message to the public about the goods
and services that a company offers (Luxton, Reid and Mavondo, 2015). There are various

methods which is used by Jaguar to enhance their market and reaching customers that helps in
increasing the market share. Some of them are explained below:
Social media: It refers to an E-marketing tool that is generally used by the company in
today’s world because it will enhance the customers attraction and brand image of the firm. In
this a business can show the content related to their products and services so that customers are
aware towards the company offerings(Greenwood, Perrin and Duggan, 2016). In case of Jaguar,
manager use social media as a marketing communication tool so that they can capture the wide
market and also create awareness about the product so that large number of people can see it
without spending more money. it is very effective to bridges the gap between the people and
organisation so that they can solve the problems in an effective way that are arising from
customers side. By using this tool company can enhance their customer base within a very short
period of time but at the same time due to use of this many competitors are arise on the global
level.
Direct marketing: It is an attractive tool of marketing communication where targeted
customers approached easily by an business venture due to this firm get fast response from the
customers side in the form of their reviews about the offering products. In case of Jaguar it is an
effective tool as they directly connect with their customers so that they cannot face any
hindrances in transferring the information. It also helps the company to get the original
customers reviews without any alteration so that Jaguar can understand the customers’
perception related to products and it will enhance the performance of company (Stoll, Dubik and
Campbell, 2015). Due to the use of this marketing communication tool company like Jaguar can
maximise their sales and also strong the relation with the customers by proving detailed
information to them. But it also consuming more cost and time this is major drawback of using
this aspect.
Television advertising: It is a common method that is used by most of the companies to
attract the larger audience towards the products and services offered. In this Jaguar can adopt the
TV as a communication tool where they promote their car and publicise the features, technology
etc. to the larger range of customers without targeting anyone (Arora and Batra, 2016). It is
helpful in connecting the wide people and it also attracts the customer’s attention because it
includes graphics, pictures, and sound in a unique way that is the major advantage for using this

type of advertising. But on the other hand the drawback of this promoting application is that it
cannot make a connection with the customers.
Critically evaluate marketing channels
 Using social media as a communication tool Jaguar facing many drawback and
benefits that can be shown below:
Merits Demerits
This will helps in enhancing the consumer’s
attraction towards buying the goods and also it
can solve the major problems of the customers.
The major demerit of this for using the social
media is the leaking and hacking the
information of data of Jaguar that will reduce
the brand image.
 Using TV advertising Jaguar contains some advantage and disadvantage
Merits Demerits
The major benefit for Jaguar to using TV ads is
the low cost consuming and captures large
customer’s attention.
In this Jaguar cannot take the immediate
opinion form their customers about the
products.
 Using direct marketing communication tool Jaguar can face some merits and demerits
can be shown below:
Merits Demerits
It is a customized tool because it solves the
problem of people with their effective
communication.
It contains more time and cost in entertained
few customers because in this direct interaction
is compulsory (Chang, Hsu and Yang,2018).
Design communication objectives of given organisational situation
Integrated channel of communication is an effective and prominent way to connect with
customers and delivers the message about the products to the general public so that firm will
enjoy high amount of sales and customers attraction. It is used by the Jaguar for making the plan
related to communication with the potentials customers (Valos and et. al., 2016).
Business situation

As Jaguar is a largest luxury vehicle manufacturing company that deals in luxury cars
currently suffers from the issue related to marketing communication in the United Kingdom. The
organisation may challenges to manage the promotional activities which show the unfocused
relation with the customers and not effectively handle their complaints and reviews about the
offering. The major threats that the organisation face is the large number of competitors that are
present in the market place like Aston martin, Bently etc. they are also serve the high quality cars
to their customers due to this firm will face the issue of maintaining their loyal customer base so
that it will sustain in the market for a longer period of time. Due to this company may face the
major issue of customers dissatisfaction and it will reduce the company profits and sales in the
market. it also effects the relations with the investors of the firm. For this Jaguar can make an
appropriate strategy and plan so that can maintain and manages the good relation with the
customers and also enhance their brand image in the eyes of the people. For this they need to
efficiently use the integrated marketing communication tool because it helps in enhancing the
market share and growth and also helps in gaining the customers satisfaction and build the
investors trust again in the company and their products and services they offered (Li and et. al.,
2015).
Present communication objectives
In Jaguar, a current objective related to the communication is discovering the best
communication transmission as per the set budget that helps in enhancing the manufacturing of
the Luxury cars with an effective service and advanced technology. So that company can aware
there customers in an attractive way and also encourage buying the cars to the high elite
customers. This helps in enhancing the brand image and the profits of the company (Zhang,
Zhang and Bakir, 2018).
Some present objectives that can be followed
 The main objective of the Jaguar is to make a car that is effectively approachable to the
high elite people in the future terms i.e. relatively in 12 months.
 To increase the awareness related to the products and services so that it helps in
enhancing the image and market share.
 To reposition the company to the world largest car manufacturing organisation, so that It
becomes the first choice of customers is Jaguar cars.

 With the help of effective integrated marketing communication plan, Jaguar tend to
effectively use social media and digital marketing in terms of reaching towards the large
number of consumers by upcoming 2 years. The basic objective of marketing objective is to strengthen the brand equity and tends to
achieve retailing mileage and needs to bridge the gap among the consumers for effective
brand perceptions of unreliability and its actual performance.
Critically evaluate organisational communication objectives
Effective integrated market communication is an effective objective of the Jaguar
because it helps in enhancing the sales and faces the market challenges so that they can lead in
the market with their competitors. It helps in enhancing the customer’s relations with satisfying
them with the attractive services so that they can enjoy the large market share and growth and
also beat the competitors in the marketplace. Because of using effective communication channels
it may create an impact on the overall cost of the products and to overcome this problem
company can make an appropriate budget so that cost can be properly control and managed. In
this company will focus on using direct marketing to enhance their customers satisfaction and
TV advertising to gather the large customer base in a short period of time. Whereas social media
helps in communicating with the customers and it helps in sustainability of the firm in the
international and local market(Lavariega and et. al., 2020).
Provide justifications for the selection and integration of communication channels chosen
Recently referenced are various focuses of correspondence plan which will be made by event
executive and settlement head of Jaguar. Coming up next are various safeguards for the
objectives which have been characterized:
 In setting of current circumstance of Jaguar, it has been found that association is not
using modernized displaying effectively. It is principal for association to guarantee that
they are using propelled media as an amazing gadget to spread care about their business.
It is the best course for advancing correspondence these days as it requires less cost and
attempts nearby low theory.
 Another favourable position of using social media factor is to develop the effective name
of company which is helpful in terms of accomplishing growth and success for company
without a significant reach show up at area similarly as worldwide guest. Online platform

has a wide reach and can provide the essential information to different people at the same
time.
 This in like manner helps Jaguar in keeping up extraordinary association with their
customers and can keep up unwavering customers with them. Through this association
can construct their business as people consistently prescribe incredible retreats to their
companion, accomplices and family members (de la Torre and Rivero, 2019).
 Another scope of using internet based life stages for Jaguar is that they can accumulate
criticism through on the web. Through the help of this analysis they can make a
remarkable maintenance of their organizations and appreciate the effective requirements
and changes in order to fulfil customers needs sufficiently.
PART B
Create a marketing communication plan that effectively meets communication objectives
Marketing communication plan is the system that advises the organization to focus on their
client with respect to their items and administrations. There is different facilitated exhibiting
correspondence plan which can be used so all the objective of correspondence can be practised
reasonably (Juska, 2017). When contemplating Jaguar following is the exhibiting communication
plan sagacious:
Research analysis: It is important for company in terms of analysing the significant
situation of the existing market which is helpful for the company in terms of developing various
techniques and tools that are helpful in accomplishing prominent objectives and goals
(Naumovska and Blazeska, 2016). In regard of jaguar they also need to identify the strengths,
weaknesses, opportunities and threats that are discussed below: Strengths: Jaguar is the successful company as it has huge integration of various types of
technologies which they use in its product development and making it more effective by
offering effective quality of offerings that leads to develop prominent understanding
regarding the demand of customers. Weaknesses: The major weakness is that there are only few gaps among the prominent
range of products as which are significantly sold by the company.

 Opportunities: In regard of this, there are various new trends within the behaviour of
customer as for this, company can open up within the market with various new
opportunities and also tends to develop new revenues streams in an effective way. Threats: The changing behaviour of customers and their needs and preferences \can
become threat for company in terms of developing products.
Objectives: It is fundamental for the organization to make goals and afterwards cause a
technique and plan so they to need to cause SMART destinations by which they too can build
their deals and advancements too. So here are goals; Specific: Objectives of the organization must be explicit in a specific territory as the
organization is working in the intense market rivalry so it is basic for them to build their
piece of the overall industry so they need to make their attention available offer. Measurable: These goals must be quantifiable as so they need to build their piece of the
overall industry with 10% by expanding their advancements and commercials. Attainable: Organization needs to set their goals according to their abilities to accomplish
them as they have set increment of the piece of the pie by 10% which is reachable for
them however it has a need of more endeavours in the promoting exercises. Relevant: Objects must be significant with the organization's circumstance so they need
to make a fitting destinations, piece of the overall industry is applicable with them to their
showcasing conditions moreover. Timely: They need to accomplish this objective in the current budgetary year.
Strategy: In term sof getting better position and success in market are it is important to
the company to adopt innovative strategies for effective communication for achieving target
goals.
Tactic: It is very important for the company to develop effective and suitable tactics in
effecrtive way as with this help it beciome easy to achieve target goals and objectives and Jaguar
can also overcome difficult situations in market area. Therefore, company need to develop
effective maket strategies in term sof getting better and effective ways to reach toawrds its target.
Budget and Control: It is significant for Jaguar to decide regarding the unique manner in
terms of conducting effective marketing plan in perfect manner. Hence, budget is the best way to
the company in order to achieve prominent growth and success.

Evaluation and Control: It is the last step of marketing communication plan as in this
company tends to make efferctive control of marketing plan. In this marketing plan of the
respective company regarding the effective devbelopment of product is capable enough to
perform significant activities for new plan. Hence, they need to make effective use of better plan
in perfoect way in term sof accomplising targeted objectives and goals.
Recognition of marketing communication channel: The essential for working up a
publicizing correspondence plan is recognizing different procedures through which the
information can be passed on in a convincing manner. In the going with case the lodging is
coordinating two weddings which have differing event bosses and different customers
(Blakeman, 2018). Jaguar can use communication plan including email, content advancing
similarly as electronic life promoting in order to pull in different customers quickly. Hardly any
advertising channels are as per the following: E-mail marketing: It can be used to remind customers now and then about the thing and
organizations gave by the business. Content marketing: It helps in growing care in customers about the business and helps
business in choosing convincing decisions for them. Social media marketing: With the help of web based life publicizing Jaguar can build
incredible association with their customers and besides increase the brand picture in the
market. Traditional methods: Along with modern methods, Jaguar also use traditional methods
of marketing in order to promote their products like newspaper, magazines and so on
which is useful in attracting lot of customers. Along with this, all these traditional
methods are useful in order to attract each and every type of customers as they belongs
from different age groups and target each and every type of customer.
Considerate decision making procedure of customers: In solicitation to develop a fruitful
correspondence plan, it is imperative for business to fathom the dynamic method of a customer.
It will be profitable for progress and advancement of Jaguar as well. This will help in inspecting
what are the issues and inconveniences looked by customers while getting the organizations and
by what means can association satisfactorily overhaul their organizations in order to increment
most outrageous purchaser faithfulness (Shen and et. al., 2016). This will similarly help in

extending the salaries and advantage of business in future. With the help of this association can
in like manner assemble their Goodwill in the market.
Execution of marketing communication plan: It is principal to guarantee that the course of
action drafted is satisfactorily completed including all the systems and approach which have
been characterized. Nearby this it is in like manner central that affiliation regarding the effective
vision for the organization given by respective company to the customers in order to decide all
the requests and issues of customers (Finne and Grönroos, 2017). This will help association in
extending purchaser dedication and besides make them unfaltering towards the retreat. It is
furthermore fundamental that association perceives the focal point of focuses of their adversaries
and construe their own inside aptitudes in order to go up against competition in grandstand.
Imagination must be given a great deal of thought as it is required to develop a specific
procedure for propelling the organizations which cannot be copied by contender.
Critically evaluate a marketing communications plan in relation to the communications strategy,
channel choice, create content
There has been a compelling increment in use of internet through improvement of different
advancements and developments and it lends to attract individuals exceptionally quick. There for
it is significant for Jaguar to ensure that every one of its administrations and items are exhibited
well on web. It needs to build up its own online networking site through which it very well may
be helpful for clients to investigate all the administrations gave by them and furthermore book
their stay with Jaguar. There are various administrations including client benefits and engaging
exercises gave by Jaguar which is required to known by all the individuals all through the world
(Camilleri, 2018). There are a few focal points just as weaknesses connected with advertising
and utilizing on the internet as a specialized factor. A portion of those strains and shortcomings
of online correspondence are referenced beneath:
Strengths
It is frequently observed when online life is utilized as a stage to advance and publicize
different administrations and results of a business; it turns out to be simple for them to arrive at
greatest clients through fewer ventures of exertion and cash. It is route better than conventional
promoting which catches the attention of customer. Its range area is just as universal which will
successfully support Jaguar. Data given can likewise be redone according to the prerequisite of
explicit clients.

Weaknesses
The significant weakness of utilizing advanced media advancement for Jaguar is that
different organizations can also tends to conduct market research and can steal their data through
online mode. A lot of ideas has been given before developing an effective plan and strategy.
Through online development of Jaguar there can be issues in authoritative relation. Another issue
of utilizing internet advertising communication for Jaguar was that the collection of information
was not successful in barely any specific regions. It was also observed that the Jaguar store
closes after few working hours because of which they can't give their clients 24*7
administrations which a large portion of the online platform tends to offer. It is frequently
observed that there are various clients calling for data that are not authentic which makes
dissatisfaction in their mind. Additionally, there are various criticisms posted on online segment
and if any input is negative it can't obstruct the infamy and brand picture of company which is
another disadvantage of utilizing on the web correspondence as well.
Critical evaluation of marketing plan
Marketing communication plan is successfully known to oversee and deal with all the
data which is required to be advanced and effective development of company which should be
reached to their clients. The administration of organization assumes the liability to advance their
administrations in a viable way so this data can reach to their focused on clients and with the
assistance of this organization can successfully expand their incomes and benefits. The
exhibition in an association is normally needy upon the manners by which association is utilizing
different showcasing apparatuses so as to convey their items and administrations (Hänninen and
Karjaluoto, 2017). Along with this, it is significant for Jaguar to ensure that all the data is given
to their clients appropriately with no hindrances. On the off chance that these assets are not given
to clients appropriately it can prompt diminishing in brand estimation of organization. It is also
important to convince various clients through promoting specialized setup and increment the
visibility of brand in the serious market.
Recommendations to organisation and justification
It is important for associations to oversee and deal with their incomes and benefits of the
organization which should be possible through effective marketing communication plan. For
Jaguar it is vital that they build up their image worth and make their image mindful to the clients.
Advertising direct is effectively utilized so as to ensure that the client can arrive at their likely

clients. It is important for the respective company and products which are given by company are
successfully known by the entirety of its focused on clients. In the accompanying report it is seen
that Jaguar needs to oversee different capacities like assembling, creation, deals, advertising,
client support, etc. which can be adequately utilized in their marketing efforts. This will tends to
achieve attention of various clients towards the prominent area and furthermore increment of
credibility.
The significant contextual research of Jaguar gives the data about lacking of
transformation rate just as low pay of company. The explanation for this is inadequate and old
methods of specialized devices which are utilized by company so as to arrive at its client. It is
vital for Jaguar to ensure that they are utilizing refreshed and viable specialized devices with the
goal that they can arrive at their clients. It is also required to conduct all the prominent
frameworks in the context of Jaguar so products developed by Jaguar can be adequately utilized.
It is important to ensure that control and assessment of the entire venture made by Jaguar for
correspondence of data to their clients is done adequately.
It will help organization to viably separate their administrations from every one of their
rivals and arrive at their clients through overseeing email and diverse specialized instruments.
Organization also required effective creation to make sure that all the inquiries of their clients
that are explained in a brief. Giving such consideration to customer will help in effective
development of relationship with customers. Through this organization can tends to accomplish
effective goals and objectives without much efforts and furthermore ensure that its incomes and
productivity is expanding. It is vital that appropriate steps are also made by respective company
in order to satisfy all the requirements of customers. All these will help Jaguar to viably deal
with the significant requirements of customers and furthermore ensure that all the promoting
goals that are accomplished effectively.
CONCLUSION
From the above report it is to be concluded that integrated communication channels plays
an effective roles to attract the large base of customers and the growth of the company. There are
various types of communications channels that help in responding the customers follow ups,
maintaining brand image of the company etc. by using these effective channels objectives of the
company can be fulfilled in an effective way. In this communication goals can be achieved in an
effective way in the specified situation so that they can attain in the marketplace for a longer

period of time. Further marketing communication plan helps in identifying the strength and
weakness of the firm in the framework of situational analysis. Therefore, in this options related
to growth are also analysed in the further analysis. Thereafter, marketing communication budget
is prepared that helps in providing the best knowledge related to budget so that it is easy to avoid
any blockage in the communication process. In this if the customers are sustained with the
company for a longer period of time and buy their offerings in a large amount so that
organisation can enjoy longer survival and also large amount of profits and revenues.

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