Types of Marketing Channels In Link To Communication Objectives

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Types of Marketing Channels In Link To Communication Objectives................................3
LO 2.................................................................................................................................................6
P 2 Communication Objectives...................................................................................................6
P 3 Justification for the selection of communication channels- ................................................9
LO 3...............................................................................................................................................11
P4 Create a marketing communications plan that effectively meets communication objectives
for a given organizational situation...........................................................................................11
Reason for the channel of marketing communication-.............................................................13
LO 4...............................................................................................................................................14
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
Books and Journal.....................................................................................................................16

INTRODUCTION
Integrated marketing communication can be define as making use of all the promotional tools
while communicating to consumers and employees. Sainsbury is a financial sound, well
established and nationally recognized organization. The company has the abilities to work
profitability in good and bad times. Sainsbury's is the second largest chain of supermarkets in the
United Kingdom with a 15.3% share of the supermarket sector. Founded in 1869, by John James
Sainsbury with a shop in Drury Lane, London, the company became the largest retailer of
groceries in 1922, was an early adopter of self-service retailing in the United Kingdom and had
its heyday during the 1980s. In 1995, Tesco overtook Sainsbury's to become the market leader,
and Asda became the second largest in 2003, demoting Sainsbury's to third place for most of the
subsequent period until January 2014. The linkage of messages and communication has to
be ensured and careful is known as integrated marketing communications (IMC). The tools used
in integrated marketing communications are public relations, personal selling, direct market,
advertising and sales promotions. All the tools of communication work together gets out a better
outcome then the isolation working. IMC is a planning process which focuses on takes
disciplines, media, timing, creative executions and stakeholders a message of communication. To
consistently promote a brands name IMC coordinates with the marketing communications. To
make a brand seem more sound and trustworthy there has to be a communication brand's
coordination. The promotions, marketing and advertising is looked after the IMC since that's the
bigger picture to look at when it comes to miscommunication in a business. Report will highlight
types of marketing channels in link to communication objectives. It will also define
communication objectives. It will also lay emphasis on various type of promotional tools used by
company.
LO 1
P 1 Types of Marketing Channels In Link To Communication Objectives
With the help of Marketing Channels a company helps to move products from producers
to final consumers and bridge the gap between the producer and the consumer whether it is in the
same locality or in different countries
Types Of Marketing Channels-
Direct Selling- Selling of products directly to consumers from a fixed operating location,
Peddling is one of the oldest forms of Direct Selling. It is done through internet sales,

telemarketing or personal contacts of a salesman. In 2007 retail sales incurred US $114 Billion
by the help of 62 million sales agents. It was published by World Federation of Direct Selling
Associations by their 59 members. It is a different form of Direct Marketing, this process require
sales agents to reach and deal with clients whereas (Bruhn and Schnebelen, 2017) Direct
Marketing seeks relationship with customers without the help of sales agents or fixed location.
Sometimes companies use multi level marketing that is they pay their sales agents money based
on sales after giving them regular salaries whereas some companies use single level marketing
that is they pay their sales agents money only on the basis of sales they make they pay no salary
to them.
Direct Marketing Channel- In this channel of distribution there are no middlemen
involved, it is also known as zero level channel. This type of channel is used by people who are
serving in service industry. Services like travel, catering and salons all these services uses direct
marketing.(Finne and Grönroos, 2017)
Manufacturer who deals in small and general goods prefers this channel as this is more
profitable since it is not easy to give margin to intermediaries. Products like machinery requires
direct selling. For example- the food is delivered to the employees.
Selling through Intermediaries- This channels involves middlemen like wholesaler,
retailer, distributor to make a product available to an end user this channel is known as indirect
channel. It has levels like one level channel, two level channels, three level channels and the
chain of three level channel goes like this (producer-agent-wholesaler-retailer-consumer) this
channel is used when there are many middlemen involved, area is scattered and demand and
supply is large.
One – Level Channel- This channel consists only one middleman that is retailer
purchases goods from the manufacturer and sells them to the end user. Marts and malls use this
channel to buy and sell goods at a lower and reasonable price. Manufacturers who deals in goods
like furniture, footwear or clothing prefers one level marketing over other channels. For
example- Easy day and Reliance Mart is these types of retailers which buys in large quantities
from manufacturers and then sell it to consumers.
Two Level Channel- This channel involve intermediaries like wholesaler and retailers. In
this channel wholesaler buys from manufacturers in bulk and then sell it to retailers in required
quantities then the retailers pass it on to consumers. Manufacturers who want to obtain market