Integrated Marketing Communications (IMC) - A Case Study of McDonald's

This paper explores the concept of Integrated Marketing Communications (IMC) through a case study of McDonald's. It examines different marketing channels, communication objectives, and the rationale behind channel selection. The paper also analyzes a marketing communications plan, evaluating its communication strategy, channel choice, and creative content. The study highlights the importance of IMC in achieving organizational goals and building brand equity.

INTEGRATED MARKETING COMMUNICATIONS (UNIT 23)
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Table of Contents
Introduction:...............................................................................................................................3
P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context...............................................................................4
P2. Design communication objectives for a given organisational situation..............................7
P3. Provide justifications for the selection and integration of communications channels
chosen.......................................................................................................................................10
P4. Create a marketing communications plan that effectively meets communication
objectives for a given organisational situation.........................................................................12
P5. Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content................................................................................16
Conclusion:..............................................................................................................................19
Reference List:.........................................................................................................................20
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Introduction:
Marketing is the essential part for any business communication. Marketing is required for the
growth and for the establishment of the business in the modern market place. Integrated
marketing communication (IMC) is the tool by which all the methods of promotion of the
company for marketing can be achieved. It can be achieve by utilisation of the well
coordinated promotional methods. For successful IMC it requires high effort after that the
benefit can be received. The main purpose of IMC is to generate reasonable advantage, to
enhance the sales of the organisation and the productivity of the same.IMC is not only helpful
for the smooth running of the business but also looks after the customers by helping them in
process of purchasing the various products.
In this regard case study of McDonald’s has been done and it targets to connect all the
communication and the information are linked in very logical and clear way. McDonald’s is
one of the most famous brand names for providing fast food to the consumers with quality
service (McDonalds, 2018). IMC includes promotion by means of online and offline
marketing, selling personally, maintaining public relations etc.
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P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.
Marketing channels is often referred to the activities that the employee as well as an
organisation follows to advertise and sell their produced goods or services to the consumers
(Armstrong, et al., 2015). This is also refers to distribution channel as this helps the
organisation to distribute their service to the consumers. Every organisation uses various
distribution or marketing channels in order to transfer their products and services to the
customers. Likewise, McDonald’s also uses some marketing channels to connect or
communicate with the customers. The mostly used marketing channels that impacts on the
communication objectives of an organisation are:
 Marketing campaigns
 Advertisements
 Sales Process
Before focusing on marketing channels every organisation needs to identify the customer
segment for which the marketing channels will be used. Evaluation of marketing channel is
possible any time but first an organisation needs to focus on the distribution management so
that it does not create any problem in the future (Watson IV et al., 2015). Another factor that
an organisation needs to focus on before creation of marketing channels is the opinions and
choices of the customers. By focusing on the customer choice the organisation will be able to
get the required information about the kind of products they are willing to use or buy.
Preparation of a distribution strategy and then building the marketing channels will help the
organisation avoid threats during product or service distribution.
In case of McDonald’s they prepare the marketing campaigns by researching the present
market condition as well as focusing on every important details of the customer opinions.
McDonald’s starts planning their marketing campaigns after understanding the market
requirements and plans promotion of their services according to that. McDonald have
conducted few campaigns which are, ask questions about McDonalds, this was a YouTube
survey that had customers ask questions to the organisation and many more.
Advertisements are the promotional services of the company. The company chose different
mode of communication such as television, banners, and new media and advertises their
services in order to gain the interest of the customers and influence them to buy those
products (Belch et al., 2014).
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Sales process on the other hand is divided into few parts that consist of the full selling
process that an organisation follows. McDonald’s also plans their selling process by
undergoing those divisions. The divisions are prospecting the market and identifying the
customers, preparing data that certifies the market information, approaching the customers
with questions, gifts or sample to gain trust and influence the customer to buy the product and
many more.
The role of marketing channels in serving communication of an organisation is very vital one.
In any organisation if marketing channels help in gaining profit then communication is the
bridge that helps the organisation to prepare ways to gain the profit and grow their business
(Luxton et al., 2015). Both the components are interrelated. No organisation can ever grow
without maintaining proper communication with stakeholders, which are customers,
employees, dealers and other related service providers. In order to prepare marketing
strategies and planning distribution, communicating with the customers and others are very
important. Communication with the customers and the others can be done with the help of
marketing campaigns, which is again an important marketing channel (Hallahan, 2015).
Without communication the organisation will not be able to gather information about
customer choice.
When McDonald’s are willing to bring out new products they focus on promotions and
advertisement of the products, which is again another mode of communication, with the help
of promotion McDonald’s grab the customer interest and then plan their marketing strategy
for gaining profit. For maintaining proper marketing channels, McDonald’s also need to
communicate with the investors as well as the employees, this helps in gaining opinions
about whether the product will be useful for the customers or not. Communicating with the
employees and involving them in decision making is also important for every organisation.
Hence, it can be said that communication as a whole contributes to the development of
market position and growth of an organisation.
Communication objectives are mainly referred to the strategies or tactics that an organisation
utilizes in order to gather customer information, promote their services, shape up the
organisational structure, share company information and policies with customers, increase
company visibility, catch the attention of global customers and clients, broaden their
organisation’s goals in order to grow business and enhance profit (Hallahan, 2015). The
communication objective of McDonald’s is, inspection of the present market strategy,
analysing the communication gap, evaluating the missions.
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A situational context that will help to ascertain the importance of marketing channels in
serving communication objective is if McDonald is trying to expand their business in a city
where they do not have any branch then at first they will need to get a brief idea about the
market condition of the place then communicate with the investors and dealers and after that
prepare the marketing channels so that they can communicate with the customers for their
launched services and gather their interests (Bielinski et al., 2017). Marketing channels and
communication objectives are incomplete without the help of each other.
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P2. Design communication objectives for a given organisational situation.
In order to develop particular marketing strategy, an organisation needs to follow some
certain communication objectives. The communication objective of McDonald’s in order to
avoid failure in marketing strategies and attracting the customers is, inspection of the present
market strategy, analysing the communication gap, evaluating the missions.
Inspection of the existing market strategy:
For analysing of communication objectives an organisation first needs to inspect their current
strategy, which will provide them the information of where the communication needs to be
improved. This is mainly done by starting to understand the employees’ versions regarding
company techniques, structure and policies. If the employees are confident about this point
then it can be said that the investors, dealers and customers do not have problem regarding
the policies and services (Sanina et al., 2015). This is because the employees are the one who
communicates with the customers and distribute the messages and services of the
organisation. The inspection of the current strategy will also help the organisation to connect
with the external stakeholders and gather information regarding their views on company
policies and services.
In this digital era, using social media will help the organisation to connect to the stakeholders,
investors and the customers on a broader basis. The inspection of the existing market strategy
that the company performs provides them with knowledge of the changes that are required in
their next marketing strategy. The inspection of the existing market strategy helps the
organisation to identify the costing and profit amount and implement changes to increase the
profit. While inspecting about the present market strategy the company will be able to gain
knowledge about the different choices of the customers and hence amend those changes in
the next market strategy to ensure the increase of customers (Jones, 2017).
Analysing the communication gap:
After the company has performed the inspection of the existing marketing strategy, the next
communication objective of McDonald’s is to identify the communication gap among the
stakeholders and the management of the company. In order to fulfil this communication
objective, the company needs to focus on communicating the newly implemented strategies
to the stakeholders. The main focus of the company, while analysing the communication gap
is to understand the content of the message that is communicated to the stakeholders. This is
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because the content delivered to the stakeholders includes the requirements and opinions of
the clients. This communication objective sheds light on setting of target audience and
choosing the mode of communication that will be more effective to reach out to the
customers (McQuail and Windahl, 2015). This helps the organisation to identify the
additional changes that are needed to be implemented within the organisation. This
communication objective helps the organisation to get the response of the customers and the
stakeholders about the company’s services and products.
This communication objective focuses on the relationship between the employees and
employer. The communication gap analysis helps McDonalds to share their future planned
strategies with the stakeholders, this helps the company to get the opinions of the
stakeholders about recommended changes in the planned strategies. Every organisation is
concerned about maintaining their good will and hence it becomes very important for them to
convey the organisational policies and ethics to the internal and external stakeholders of the
company so that the customers can view the company policy, which will influence them to
trust the company and use their services (Karjaluoto et al., 2016).
Evaluating the missions:
Having a mission statement helps an organisation to work on few fixed goals and work more
efficiently to fulfil those. In order to identify the importance of communication objectives
within an organisation it is very important for them to first identify the mission or objectives
of the company. This helps in double checking the marketing strategies that does not fit with
the mission statement of the company. This also helps the company to plan their marketing
strategy in such a way that they can compete harder with the other organisation of the same
field. An organisation eventually faces problem with client handling, product management,
customer handling in case they have not prepared a proper marketing strategy (Karjaluoto et
al., 2016). Hence, it is very important to identify the mission of the company before planning
the market strategy. McDonalds tries to convey the mission to the external and internal
stakeholders and then focuses on the preparation of marketing plan. Communication with the
external and internal stakeholders of McDonalds is done with the help of marketing
campaigns, which focuses on providing the customers opportunities to share and know more
information about the company. Communication objectives of McDonalds are also
ascertained in order to maintain the public relations strategy of the company. Communication
objectives play a vital role in shaping the public relation strategies of the company and
feature a company image that reflects their services. The communication objectives of the
company also help it to identify the target audience and promote work force planning in such
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a manner that influences the employees and the management to reach those goals within a
specific time (McQuail and Windahl, 2015).
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P3. Provide justifications for the selection and integration of communications channels
chosen.
Relation between communication and business objective:
In order to impact on the company’s success, communication with customers and other
stakeholders is very important. A proper communication channel helps an organisation to
showcase their organisational image and influence their good will. A proper communication
channel helps the organisation to convey the important information to the stakeholders and
shed light on the effectiveness of the organisation. In case of McDonalds, the company tries
to convey their brand values to the stakeholders. The company follows certain objectives that
influence the relationship between communication and business objective within the
organisation. The objectives are: Spread awareness, comparison of products, sales
encouragement, enhancing relationships, Management of brand equity, aligning workforce.
Spreading awareness about the brand and its services influences the customers to buy their
products. This is done by advertising about the company and its services in newspapers,
television, and new media and in other modes of communication. The customer often tends to
compare the services of one organisation to other organisation and if McDonalds is able to
portray the exact brand value and uniqueness of the provided services then the customers will
trust McDonalds more and will be eager to buy their products. This will eventually impact on
market position of McDonalds and reduce the interest of existing customers to go for any
other similar products. After informing the customers about the brand value and services
there will be certain improvement of sales within the organisation. This is because when the
customers will be familiar about the products that McDonalds provide they will eventually
increase buying their products, which will increase profit gaining for the company. As
customers will be more accustomed to buying McDonalds products, it will eventually build
up a relationship between the customers and the management. While the customers trust
McDonalds and buy their product on a regular basis, the brand management of the company
will be influenced and the company will be able to control the negative outcomes easily.
Channel selection and rationale:
Business communication is not similar to other forms of communication; this is because in
business communication, there is a tendency of misconception, which often leads to mistakes
and barriers. However, the communication techniques are same and hence no extra factors
are considered. A communication channel on the other hand is the medium through which
business organisations convey their messages to the external and internal stakeholders. The
mostly used communication channels by McDonalds are written, content marketing,
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digitalised and marketing channels. Digital channels include television, promotion, social
media platforms. Marketing channels include advertisements, marketing campaigns and sales
process. Additionally, communication channels in business need to focus on the richness of
the information. McDonalds try to avoid using twitter because twitter only allows writing 140
characters at a time, which is not sufficient for promoting their services. McDonalds utilizes
platforms like YouTube to connect with the customers directly. Hence, it can be said that
McDonalds widely depends on digital communication, which helps them reach to the
customers directly. McDonalds also does not practise face to face communication as it is
limited to one person, McDonalds try to use marketing as an effective communication
channel because through the help of marketing campaigns they are able to advertise their
services and increase their sales.
McDonalds uses written communication such as memo, emails, and reports only to convey
information within the organisation. However, McDonalds also uses written communication
or content marketing method to convey any important information to other worldwide
branches of the company as well as to their global clients. McDonalds also uses content
marketing methods like websites and blogs that contain information about the company and
their services. The advertisements of the products are also done through websites and web
journals which are content marketing methods. The websites helps the global customers to
gain knowledge about the company values and evaluate their services with others. It is quite
evident that the best communication channel used by the company is the one that renders the
exact information to the internal and external stakeholders in a proper way. It is very
important to focus on the target audience before selecting the target audience because
communication channel has different styles and they transform themselves as per the
audiences (Men, 2014). McDonalds focuses on the target audience and then prepares the
message and selects the channel in order to avoid any kind of trouble that can occur if the
message is not properly delivered. On the other hand, marketing communication is a process
that highlights the efforts of the company. McDonalds uses this communication type to shed
light on the effort the company is putting on the marketing strategies. This is the process of
communicating about the products to increase profit gaining. Hence, it can be said that
communication is an integral part of business and communication methods are those with the
help of which the company transfers information to the stakeholders (Wang et al., 2016).
Communication channels used in a business plays the effective role of influencing the
audience to buy their products by gaining their trust.
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P4. Create a marketing communications plan that effectively meets communication
objectives for a given organisational situation.
Communication plays an important part in each and every part be it domestic life or in the
professional field. It is noted that well marketing communication with suitable plans of
McDonald’s helps in the improvement of the business. Basically communication is the
documented plan or strategies that the organisation is trying to achieve by spreading the
message overall. Communication has to be effective by providing the information and the
same information has to be received it is the vital plan in the business organisation.
Sometimes the communication plan of marketing is not up to the mark and it creates
confusion among the staffs of the organisation, also among the customers and finally in the
social media (Patti, 2017).
Marketing communication plan has to be very clear and the strategy has to be good in terms
of the business and also to ensure the customers satisfaction for the product (Bhupathi, 2016).
If the plan is not meeting the standard of the business by providing low standard products
then there will be huge loss in the business and it also effects the reputation of the company.
It affects profitability in the business. It is important to engage the different stakeholders thus
seeking their contribution in the plan of communication. It also creates the image their
importance in the organisation. It can also locate the cultural practice of the organisation.
The factors of the marketing communication plan are required for the growth of the business
is stated below:
Target of the organisation
Identification of the correct audience To provide correct information about
the product
Development of the messages To know the requirement of the
customers
Developing of the strategies Smooth running of the business
Selection of Communication Media To spread information and to attract the
customers
Implementation of the plans Plans can be implemented by research
work with the market needs
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Developing of evaluation Measuring scale for the business
Success of the plans Improvement of the plan in general
Table Name: marketing communication plan
Source: (McDonalds, 2018)
In this context it is noteworthy to mention that said that company McDonald’s choose the
goals and objectives for the organisation. It is the responsibility of the organisation to achieve
the set goals with the help of the proper plan for marketing communication are stated below:
Identification of the correct audience: It is necessary to identify the correct audience
stakeholders and what is the information that needs to be shared. There are two types of
stakeholders internal and external. The audience means staff, managers, customers, press and
social media, other industrial associates, etc. Once there is correct identification of the
audience, then there is audience can be segmented for the communication of the plans. Focus
on the all the staffs, stakeholders etc. are involved in the plan they should know and there
should be clarification that why the communication plan is present and what are the outcome
the company is expecting (Batra and Keller 2016).
Development of the message: It is important to increase awareness, education of the staffs,
knowing the customer’s needs and building trust among the customers and among the staffs
(Bhupathi, 2016). If the trust is developed among all then they get clear idea about the
company and about the product.
Developing of the strategies: The strategy can be developed by means of occasional meeting
with the every members and by knowing the market condition. All strategies have to be
developed by seeing the needs of customers (Patti, 2017). In this way profitability of the
business can be achieved by smooth running of the business.
Selection of Communication Media: Communication plays an important part in marketing
communication. As earlier stated that communication can be oral, written and by using
electronic interactions (Batra and Keller 2016). Communication is the only way to spread the
information to the customers about the organisation. It can be done by newspapers,
magazines, television video or news, leaflets, speeches, meetings, any email advertisement,
any online media includes social media, etc.
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Implementation of the plans: When the plans are ready to be executed there should be
research before that. It is mandatory to communicate with the relevant customers and
audiences to certify usefulness of the plan. By research work it will give the idea that whether
the plan will be successful and will be beneficial to all. Thus it will increase the marketing
communication of the organisation by attracting more customers. It will directly enhance the
profitability and the reputation of the organisation. After that Head of the organisation or
marketing or the CEO need to approve the plan and it will be implemented (Killian and
McManus, 2015).
Development of evaluation: It is the important part in the marketing communication for the
business. It is necessary for the management of the data to adopt responsive technology.
Priority should be given to the customers for the better performance of marketing. It is
necessary to prove the value of the customer-centric thought for the success of the
organisation (Plowman et al., 2015).
Success of the plans or the Feedback: Communication is the only way to improve the
strategy of the business and its successful execution in the organisation. There should be clear
and simple feedback cycle. Feedback is necessary to understand that whether the plan is
effective and working fine. After getting the feedback the plan can be improved or changed
according to its effect on the customers. Below is the example of the cycle of the feedback
between the company and the service users or the customers (Terho et al., 2015).
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Figure 1: Success of the Plans or the Feedback
Source (Batra and Keller, 2016)
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P5. Critically evaluate a marketing communications plan in relation to the
communication strategy, channel choice, creative content.
Marketing communication plans helps to run the business of an organisation without and any
trouble. McDonald’s main mission is customer satisfaction and thus achieving good
reputation. Customer satisfaction can be achieved by focusing on the earlier stated target or
goals of the organisation. The company has selected specific communication strategy for the
growth of the business (Jugenheimer et al., 2015).
Communication strategy: It is important to identify the correct audience be it within the
organisation or outside of the organisation. The company totally looks after the sales,
customer’s behaviour food and behaviour of purchasing of the customers. The company also
looks after the other factors which is associated with the success and the failure of the brand
name. It is important to know about the requirements of the customers; if the necessity is
known then it will be easier to provide the quality food and the quality services. Sales
promotion influences the customers to purchase the McDonald’s products. Sales promotion is
one of the most effective strategies which help to know the buying attitude of the consumers
(Keller, 2016).
The main objective of McDonald’s is to achieve 100% customer satisfaction in every
restaurant. The main aim of the company is to be known by their employees, consumers,
suppliers, public etc. The company has limited variety of food choice, however, well in
standard and quality, good service and good price of the product too. The goal of the
company is to increase the present market by increasing their share in the market and
collecting benefit from the same. The company believes in simple strategy by providing good
food and service they can grow their business. Communication also increased with the way of
online services and by medium of phone (Tomczak et al., 2017).
Channel choice: McDonald’s products are available in all the restaurants of it. Other than
this it can found in the places like Kiosks, in the website and the app, it is also available on
McDonald’s App this has hugely helped in the marketing and availability of the products.
Social media is one of the most essential parts which play a big role in marketing
communication. McDonald’s has approximately 70 million and above followers all over the
world. In social media like Facebook and Youtube McDonald’s said to be the one of the
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popular and biggest brands in today’s world. From any social the information regarding the
company can be found (Truax and Brennan, 2017).
The company generally provides less posts and it may be around five posts or updates in a
month. This post attracts thousand comments which is even higher. The company tries to
reply to the comment or to the tweets received and the posts are generally regarding the
promotion of the product. The company replies both to the negative and positive comments.
The company uses many other plans to ensure the proper utilisation of the social media for
the marketing communication. The company uses social media to give advertisement of new
products. It also uses the social media to promote different contents. The posts are focused on
the experience of the consumers. It is the main motif to provide quality service and associate
the food item with the positive moments. Particular campaigns like Q&A resulted in very
successful post for the company. The company uses social account both for the large,
growing brand and also small scale and it also aims to local customers. If both methods are
utilised then the plan becomes successful as social strategy (Camilleri, 2018).
The company also focuses on communication with the help of the leaflet. In the leaflet the all
the food products and the prices are mentioned. It is a very good way of marketing
communication which helps in the promotion of the product. The consumers will get attracted
towards the product and thus increasing in the business.
Creative content: The company has many creative contents which has helped in the growth
of the business. The mobile campaign which is location based and it has won many awards.
This campaign was successful as opened the restaurant for late-night. It has introduced adds
for mobile banner so that it can promote the app on the websites as it was known that
customers will be frequent during night. The company aimed for the late night consumers to
download the new app. The company wanted to make the customer aware about the food
quality. So they answered the questions of the public about the food and products.
It is as stated in a marketing week, that the company is providing 150 Happy Meals in the
play zones in UK to cheer up the children. It has created images and few characters being
planned on the floor to give an interactive feel. It also launches other many things to attract
the customers. It seen that sales of some products like ice-creams and smoothies are
dependent on the weather. As the weather changes the consumption of the ice products also
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increases. The company updated the app of McDonald and by playing a game the consumer
can win smoothie which is free of cost and that can be redeem in store (Hollensen and
Opresnik, 2015).
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Conclusion:
In this project of integrated marketing communication (IMP) there is the detailed explanation
of the different types of marketing channels. The communication of marketing channels and
their objectives have been discussed with the help of the McDonald’s. Justification for the
communication channels have also been stated for the marketing purpose. Integrated
marketing communication is necessary for the growth of the business organisation. It is the
planning process and all the communications are connected together in accordance to work in
harmony with the promotional tools. It also focus on saving the funds by reducing the time
and stress of the work. Communication plans are being discussed which are required for
proper running of the business by maintain the proper implementation of the plans. It has also
discussed the marketing communication plan in relating to the communicating strategy of the
organisation. IMP is solely associated with the business of to achieve the goal of the
organisation.
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