Integrated Marketing Communication

This report discusses the concept of integrated marketing communication and its significance in promoting a brand. It focuses on the case study of KFC, a renowned fast food chain, and analyzes its communication objectives, chosen channels, and overall marketing plan. The report also evaluates the effectiveness of the communication strategies and provides recommendations for improvement.

INTEGRATED MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY A...................................................................................................................................3
Overview of the organization.................................................................................................3
Current communication objective..........................................................................................4
Evaluation of the communication objectives.........................................................................5
Highlighting chosen channel of communication....................................................................5
Critical evaluation of the communication channels...............................................................6
Evaluation of the overall marketing plan to enhances the organization revenue...................7
Recommendation....................................................................................................................8
ACTIVITY B...................................................................................................................................9
Conduct IMC situational analysis..........................................................................................9
Target market and SMART communication objectives.......................................................11
Critical evaluation of different marketing channels with proper justification of selecting
marketing channels...............................................................................................................12
Demonstrate the selected marketing channel is integrated...................................................13
Design and develop appropriate content to meet channels and SMART objectives............14
Estimated budget IMC plan..................................................................................................15
Monitoring and control mechanism......................................................................................15
Justification about those helped to achieve goals and objectives.........................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing refers to promoting the company to the larger audience's so that they can
promote the brand image in market to gain more advantages to the business. In respect of
undertaking the matters related to effective communication, it is examined through linking up
with large number of people by applying the various promotional tools to convey their thoughts,
ideas and messages easily and also resolve the matters in right manner (Světlík, 2017). Thus,
present report is based upon the study of the blue chip firms which is considered to be the
financially strong company carrying high quality products and also dealing in faster delivery of
services. This chip is mainly enjoyed by firms in respect of maintaining their dignity in market
even if facing many changes in country economy or fluctuation in weather conditions.
Present report is based upon the KFC company which is based on American fastest food
chain carrying speciality in fried chicken. They are applying the various marketing tools to reach
to large customer base through promoting their products and services at global level. This report
will carry the matters related to undertaking various marketing channels and the procedure
regrading serving the communication objectives. It also includes the matters related to justifying
the appropriate channel selection methods and integration to achieve the communication
objectives. Further the report carries with the designing and producing the appropriate channels
and communication objectives. Lastly it ends up with the evaluating the case study regarding
involving the communication strategy, channel choice and creative content.
ACTIVITY A
Overview of the organization
To determined the marketing communication of the company, KFC is undertaken which
carries the renowned brand image in the market due to selling the most specialist and lovable
products as fried chicken. To start the business of the chicken, this concept is brought by Harland
Sanders in 1930. Due to examining the needs of the customer regrading preferring the chicken of
KFC, they start dealing the business in form of franchising by opening their stores in almost
22,621 places through which they get the most positive response after availing their products. By
carrying the speciality in products, they considered to be the world second the largest restaurant
chain after Mc Donald. Due to marketing their brand image at global level, KFC considered to be
the first company which is planning to expand the business internationally such as by opened the
outlets in Canada, united kingdom, Mexico and Jamaica.

In context of marketing, they are also using various tools and techniques to build the
large base for customers. As due to changes in time most of the person are using the digital
media platform to interact with customer and also convey their thoughts regarding the company
products and also take feedback once they avail their products. Thus, in such manner they came
across more changes which the company had to adapt to develop new taste in the products and
also changes their marketing techniques to build the large base for customers. But the challenges
which is faced by KFC is that they more focus on expanding the business globally but less
manage time to interact with customer. Thus, in such case the negative impact arises in respect of
not building the customer relationship management in right manner.
Current communication objective
Communication is the best way to present the thoughts, ideas and feeling regarding
availing the company products so that they can sustain in market for longer time period. Thus, in
case of KFC they are using the advertising concepts through which they promote the products
which is more eye appealing to the customers. The main motive behind carrying the business is
that to serve the best quality products to the customer and not mainly focus on earning profits or
making money but to expand the business globally through promoting the products in
international markets (Finne and Grönroos, 2017).
Thus, through adapting the advertising concept in respect of undertaking the
communication channels, it is carries with various objectives such as creating awareness among
the products which is offering by KFC. Through the aspects of communication, it can thus
results in carrying the following objectives such as: Stipulating needs and wants: It also results in taking into account the needs of the
customer by stipulating their demands and wants regarding pertaining to particular
products. Motivation: This can be done by motivating the staff members to improve the
productivity of the products so that they can retain more customer towards the business
(Luxton, Reid and Mavondo, 2015).
 Brand usefulness: As KFC carry the renowned brand image in market thus, through
adapting the effective communication, resulting in creating the brand recognition which
helps in attracting customers to avail the products for better taste and changes in exiting
products.

Thus, theses are the latest communication objectives which is adapted by KFC in relation
to carrying the business in Canary Wharf.
Evaluation of the communication objectives
In relation to critically evaluating the planning regarding evaluating the objectives which
is availed in respect of communicating with customer regarding the KFC products as they had to
undertake the creative strategies and execution. As the products if the KFC is more demanding if
they are providing the different taste of the chicken to customer and also the taste not matched
with any other products (Blakeman, 2018). Thus, the business of KFC raised in canary wharf
where the students are availing the products of the KFC regarding preferring the chicken parts
which is the speciality of the KFC.
Thus, in such manner the creative strategies which is adapted by KFC is that they
promote the taste of the chicken parts in canary wharf through using the graphic communication
procedure. As creativity lies in that perspective only through which they promote their products
and services by adapting the new and innovative ideas. As KFC is already applying these
strategies from which the reviews of customer are raised regarding getting more benefits in
promoting the brand through graphics communication.
Thus, objectives relating to motivation is necessary in promoting the brand image in
Canary wharf. As the issues is raised regarding not managing the customer relationship in better
way as customer filled complaint regarding not taking their reviews and judgement in better way
(Cavallo and et.al., 2015). They also faced problems relating to not resolving the issues within
the stipulated time period. Thus, through this manner, motivation is needed to provide effective
productivity to customer and also skilled staff to communicate with them freely without any
barriers in resolving the issues.
Highlighting chosen channel of communication
It is necessary for the every organization to carry the communication channels through
which they able to reach to large number of customer. Thus, the appropriate marketing
communication channels includes the following such as:
Broadcasting media communication: In this promotion is to be done either through TV or
radio or undertaking the loud speakers channels through conveying the messages and thoughts to
customer (Elsonbaty, Hegazy and Obayya, 2015). As this is also one of the useful channels
which is adapted by the companies in respect of presenting their thought through undertaking the

advertisement or any creative mode to interact with customer personally. As customer are
attracted if they find any creative and unique concepts in advertisement and such ads are of their
favourite brands. Thus, in case of KFC if they are communicating with the Canary Wharf people
through promoting the business in innovative ways, than it results in attracting the interest of the
customer in better way.
Electronic mode of communication: In relation to building the strong connectivity with the
customer, electronic communication channel is also one of the best channel which is to be
adapted by the KFC. In this channel, the use of internet, email services and social media
platform, play the important aspects in respect of retaining the customer interest towards the
services for longer way (de Rosa, Bocci and Dryjanska, 2017). In this channel, the major things
which is to be taken care is relating to using accurate language during drafting the messages or
also undertaking the matters which not violates any person culture or dignity. This channel is the
latest channel which is adapted by most of the companies in respect of building strong
connectivity with the customer. This channel is not related to personal communication but carries
the mass communication through the matters are to be conveyed globally.
Direct distribution channel: It refers to such channels in which there are no barriers between
the company and customer, as customer can directly deal with the company regarding purchasing
their products. Through this channel it results in enhancing the communication through
personally interacting with the customer and sharing their reviews and taste after availing the
products of the company (Šerić, 2018). As in case of KFC this channel is useful in case of
reaching to large customer base and also resolve the issues of the customer which they are facing
in relation to preferring the services in better way.
Thus, in such perspective KFC is carrying the direct distribution channel in which the
customer had to directly deal with the company regarding buying the company products. As
through this manner, the negative impact which lies in respect of not managing the customer
relations in right manner reflect the integrity of the company in respect of not taking proper
procedure to fulfil the customer needs. Thus, through adapting this channel resulting in gaining
major benefits to the KFC.
Critical evaluation of the communication channels
In respect of presenting the thoughts by Shappell and et.al., (2017) regarding
broadcasting channels, as most of the company are using the procedure of the ads to convey their

thoughts and creativity to the customer regarding undertaking the graphic communication
procedure. Thus, through this manner, it helps KFC to track the records of the customer and also
examine the taste in better way. But on the other hand, they are not agreed with the television or
radio procedure, as it result in getting chances to the competitors to use better techniques than
KFC to attract the customer. As in the field of the food chain lot of competitors had already
entered into the market and using the same strategies to fulfil the customer needs. Thus, this
procedure is not useful in building strong connectivity with the customer. As customer are not
attracted if they not personally verify the food or also see the procedure regarding preparing the
foods. In such manner this procedure is not so useful in enhancing the customer needs.
The main reason of adapting the direct distribution channel is that it results in facing lack
of barriers in respect of interacting with customer personally. As customer conveys their
thoughts and ideas with company and also share the changes which they feel to be made in
respect of promoting the products. In respect of KFC, this can be undertaken through getting
proper feedback from the customer once they avail the products. On the other hand Ots and
Nyilasy (2015), criticized that for this aspect, KFC had to appoint the skilled and trained person
to handle the matters in right manner and also carry the clear and understandable languages to
present the views in better way. Thus, it results in facing risk to the company reputation in
respect of not fulfilling the customer needs in right scale.
Evaluation of the overall marketing plan to enhances the organization revenue
In context of evaluating the overall marketing communication plan, it is undertaken in
relation to informing the customer regarding the company new products or services which they
are promoting in market. The business objectives of the KFC is that they not only had to sell the
chicken to customer and earn money from that but also had to spread the business worldwide.
The main aspects of doing such expansion is to carry the fastest delivery services to customer
and also had to beat the competitor strategy regarding retaining the customer towards the
business (Jin, Tomoishi and Yamai, 2017). Thus, in respect of applying the detailed marketing
communication plan such as targeting audience, sending messages, appointing the
communicators, setting the schedule or time period on which the communication is to be done,
adding the delivery methods and then setting the status regarding reflecting the procedure of the
delivery and at last comments is to be set after availing the products.

Thus, it carries to be overall marketing communication plan through which KFC had to
achieve their business objectives in better way and also such planning is to be undertaken by
keeping all the marketing objectives in mind. This is the set procedure through which KFC build
the strong relationship with customer by taking the feedback regarding the services which they
had to undertake for better improvement.
The positive aspects of this planning is that it helps in interacting with customer properly
and also this is set scheduling regarding communicating with customer regarding the particular
time limit. The negative aspects of this planning is that it results in not brining changes in any
type of activity (Liu, Lin and Li, 2016). As it is not necessary that the decision of customer are
same at every point and thus the impact arises in respect of not getting adequate information
regarding the customer preferences. In relation to enhancing the KFC revenue it is mainly
generated by choosing the right channel through which they enhance the communication with the
customer. Thus, in such manner by adapting the feedback reviews regarding the products quality
helps them in sustaining in Canary Wharf for longer time period.
Recommendation
From the above study, it is to be recommanded to KFC regarding retaining the customer
towards the business through adapting various aspects such as:
 By adapting the interiors branding concept in business so that they motivate their staff in
respect of not only maintaining the promise of keeping the brand image in market but
also to live with that image. As the image of the KFC is not only to give chicken to the
customer but also to taste and enjoy the ingredients which is putted in the chicken
preparation to retain the customer choice for longer way (Tachibana, Furuichi and
Mineno, 2016). Thus, it is necessary that employees are motivates to accept such task and
for that they had to adapt the creative thinking during reaching to large number of
customer towards promoting the business. By adapting this concept, it helps in enhancing
the sales in the business and also results in increasing the retention of employees at work
place.
 The another point which is to be recommended to the KFC is that by carrying the graphic
communication, through which the communication is to be done graphically by using the
photos or drawing which is attractive but not reflect any violation of culture or language
barriers. Thus, in such manner, they can attract the customer towards the business

through promoting the company products by using graphical communication. This also
helps in resolving the issues which is faced by customer after availing the company
products in better way. By adapting this concept, it helps in retaining the interest of the
customer and also get more attractive ideas regarding asking the customer to design their
own thoughts in the KFC products.
ACTIVITY B
Conduct IMC situational analysis.
Integrated marketing communication is the strategic, collaborative and promotional
marketing function through the target market receives the reinforcing brand messaging in the
integrated marketing. This is very important and effective for manage work and growth of
company. For completing the situation analysis in order to find communication problem in
Canary Wharf, here is includes SWOT analysis and PESTLE analysis are as follows:
SWOT analysis of KFC:
Strength Weaknesses
 The company have strong global
presence in over the countries.
 Its customer is loyal for company
(SWOT analysis of KFC, 2018).
 Having impressive variety in menu
which is a major strength of company.
 It is the market leader in the world
among companies featuring chicken as
their primary products offering.
 Ineffective marketing communication
with customers in Canary Wharf.
 Gaining more customers complaints
about products and services.
 Supply chain distribution issues.
 Managing franchisees.
Opportunities Threat
 Improving marketing communication.
 Increase advertising by using interior
branding and graphic communication.
 Exploring new food items.
 Moving customers towards another
product and services company.
 Another companies are use technology
for better communication (Anand and
Yeung, 2018).

 Food quality challenges.
PESTLE analysis of KFC:
Political factor: Political factor is affect to business in negative manner by creating
other policies by government. Last year, KFC had Drawn into the
political drama on the official page like Twitter. This simultaneously
affect to growth of company in negative manner. This creates
negative impact.
Economical factor: The economic factor is concerns with those regulations who create
more effectiveness for work (PESTEL Analysis of KFC, 2019). In the
case of that employment rate of decrease then it affects to KFC in
Canary Wharf because for addressing complaints of customers
company need to hire more employees, then decreasing rate of
employment is affect. Through that company is not able to find out
the employees for communication.
Social factor: Social trends are affect to company and its growth factors. Recently
company is face communication problem in Canary Wharf. Through
that management is not address complaints of customers in effective
manner. Many people worry about the mistreatment of minimum
wages food workers. This can create the negative impact. For here is
important to develop awareness of brand in customers by managing
work.
Technological factor: Technological factor is also affect because know days technology is
more advanced by creating more effective work. They believe that by
improving environment for employees, customers services may
improve too (Hamzeh and Bataineh, 2019). The main situation is
building brand awareness in customer by using advertising through
graphic communication and interior branding. This help to increase
awareness about brand and through graphic customers have proper

knowledge about product and services.
Legal factor: Legal factor is another think which creates more effectiveness and
also create negative impact of its on company. The company have to
use data protection act for their advertisement because in that most of
the information are linked which are related with company. That can
be used by competitors and effect their market communication.
Environmental factor: Environmental factor is also affect to company by managing work
and its growth factors. A complicated with KFC in Canary Wharf
paper suppliers has affected the opinion of the brand. This affect to
company by sudden changes of climate (Nguyen and et.al., 2016).
The climate changes are affect to company and its communication
process because through that network problem is created and work is
not managed.
The both SWOT and PESTLE analysis is reflects about the situation analysis of
company. The KFC recently faced problem related to marketing communication in Canary
Wharf. In that company need to develop and improve communication by using different
marketing channels like advertisement through interior branding and graphic communication,
sales promotion and social media platform.
Target market and SMART communication objectives.
In order to analysis the target market here is use the STP model. This help to analysis and
find target customers of KFC in Canary Wharf for building awareness of brand in customers are
as follows:
Market segmentation:
Segmentation of KFC in Canary Wharf for improve marketing communication is
demographic segment. In this includes customers as per age group of people or create more
effectiveness (Harrington, Ottenbacher and Fauser, 2017). This also segmenting as per income of
customers. They produce product as per income of customers which can be purchase by each and
every people.
Market Target:

Target market of customer is included the both vegetarian and non-vegetarian customer
segments. KFC has item in their menu that cater to adults as well as youngster. In the present, for
improve market communication company is mainly target to youngster and old citizen who are
like to eat food items of KFC. This creates more effectiveness for company to build
communication.
Market Position:
Position is arranging for a product to occupy a clear, distinctive and desirable place
relative to products in the mind of target customers (Světlík, 2017). The company have great
market position in country Canary Wharf and promote their business by using great
communication channels.
Communication objective of KFC:
 To develop brand awareness in customer of Canary Wharf within the 6 months.
 To enhance brand image at Canary Wharf by using more communication channel like
advertisement, public relation and sales promotion till the end of 2020.
 To find out the current market position.
 To increase 20% sales of products and services at Canary Wharf.
Critical evaluation of different marketing channels with proper justification of selecting
marketing channels.
There are different marketing channels which are help to increase communication with
customers by managing growth of company in effective manner. Those are as follows: Advertisement: This is an important aspect which reflect about the products and services
of company. Through that KFC is share details about products to customers of Canary
Wharf by reducing issues of communication. The main reason to select advertisement
through graphic communication and interior branding are help to shows picture of
products to customers. Sales promotion: Promotion is the method which is used to inform to chosen target
customer about the organization and its product (Finne and Grönroos, 2017). The main
reason for select this method to attract more customer for enhance their sales by
improving communication at market place.

 Public relation: This is another important aspects which reflects a good relation with
customers. The main reason for select this method is to promote products and develop
brand awareness in customers by providing work and its goals.
Those are the main marketing channels which are select for improve communication with
customers and develop brand awareness of KFC in Canary Wharf. Those are help to achieve
communication objectives in effective manner like if customers have proper details then they are
highly able to purchase products and sales is increase as well as address needs and wants of
customers.
Communication Plan:
Activity Targeted persons Monitoring Total cost
Advertisement Youth and adults This can be
undertaken through
adapting innovating
ideas in websites
which attract the
customer towards the
business.
£200
Sales promotion Adults Through enhancing the
communication by
taking feedback once
they avail the services
£100
Public relation Youngsters Through conducting
research by examining
their taste regarding
preferring the
particular products.
£50
Demonstrate the selected marketing channel is integrated.
The selected marketing channels are highly promoted the products of KFC and add
values or maximize organizational resources of company in effective manner. This creates more

effectiveness for company by managing works in appropriate manner. With the help of this
marketing communication is proper integrated to added values (Luxton, Reid and Mavondo,
2015). There are different resources which are used in promotion like advertisement, sales
promotion by events, experience, coupons, discount, bundled package and public relation. This
helped to maximize organizational resources of KFC in Canary Wharf. With the help of this
company is able to provide clear marketing communication with customers in order to address
their complaints for better improvements.
Design and develop appropriate content to meet channels and SMART objectives.
In order to improve marketing communication within the company at Canary Wharf. For
that here is select the marketing mix which is as follows:
Marketing mix is help to develop effective and valuable growth of company. This helped
to address all those communication objectives of company. This is very important for company
to meet the needs and wants of customers by making proper communication between employer
and customers (Blakeman, 2018). This mainly includes 4 P's of marketing are as follows:
Product:
The company KFC offers various products and services to Canary Wharf customers. But
current company is faced issue with their market communication. This affect to company and its
growth by managing their effective communication. For that here is decided to improve their
communication through advertisement through graphic communication and interior branding.
Pricing strategy:
Price is the main element which reflects the price though that customers take decision for
purchase products from KFC at Canary Wharf. For that company uses penetration pricing
strategy in that price of product is lower in the starting and after some time it is increase as per
performance (Cavallo and et.al., 2015).
Place:
The main place where company is sales their product by improving communication
between customer and company is Canary Wharf. At their company is faced market
communication and various customers have complaints with this because through that company
is not able to make proper communication.
Promotion:

This is another important aspects which reflects the proper details of products and
services of KFC. This creates more effectiveness for company in order to manage work. The
company use for promotion and for improve market communication is advertisement through
graphic communication and interior branding. This creates more effectiveness for reduce
problems with communication at the working place. With the help of this customer have proper
details and able to increase and develop brand awareness.
Those content are effectively helped to manage work and growth of company for manage
proper works (Elsonbaty, Hegazy and Obayya, 2015). This creates higher effectiveness for
company in order to manage works. Those are highly helped to achieve communication objective
of company which are mentioned in above.
Estimated budget IMC plan.
Budget is important document which is helped to prepare management for future
expenses for improving marketing communication. For that here is present estimated budget for
KFC company to improve communication by using advertisement. This is as follows:
Marketing expenses
Expenses Cost
Employees salary 50
Advertisement cost 40
Expenses related to promotion 20
Social activities 10
Space rent 40
Total 160
This is the estimated budget which reflects to the business and its effectiveness by
managing works.
Monitoring and control mechanism.
Monitoring and controlling is important and effective measuring and correcting
individuals and organizational performance in order to ensure about the events to conform to

plans. For company need to address and evaluate complaints from customers and try to solve that
by using appropriate strategy. This help to control the performance. On the other side, it is very
important to address and measures performance of company at market place i.e. marketing
communication is increased or improved by using appropriate techniques. Those are creates
effective and valuable growth of company (de Rosa, Bocci and Dryjanska, 2017). For that
company is established standard for controlling the process, this is the main criteria for
performance. This acts as the reference line or basic of appraisal of actual performance. This
creates more effectiveness about the work. Taking feedbacks from customers are helped to main
growth of KFC for improving marketing communication. This reflects proper works for maintain
image of company.
Justification about those helped to achieve goals and objectives.
The IMC plan is effective and valuable for achieve goals and objectives of company in
effective manner. This creates more effectiveness of company at Canary Wharf. The marketing
mix is helped to address strategy which are related to products and services. On the other side,
this also created growth of company at market place. Budget is help to meet expenses which will
be happened in future when company is used various strategy and techniques for improve
communication between company and customers (Šerić, 2018). This very important to use
effective communication and build strategy for make better communication with customers for
address the needs of customers in effective manner. The advertisement is the best strategy which
is helpful for manage work and its effectiveness for managed proper communication which is
more important and effective for company. The above mention plan is highly help to meet the
needs and wants of customers as well as achieve goals and objectives of KFC at Canary Wharf
country by improving communication by using better communication strategy and advertisement
thorugh graphic communication and interior branding.
CONCLUSION
From the above study, the report concludes that the communication objectives is one of
the promotion tools which is adapted by company in respect of interacting with customer and
building the strong base in market. Thus, in this report, the matters which is concluded is relating
to carrying the advertising or direct selling methods through which they directly deal with the
customer without any mediator or convey their thoughts, ideas and views in different way. It also
indicates to resolve the issues of the customer through advertising smart objectives are to be

taken so that KFC can sustain this position in Canary Wharf for longer way. Through this
manner it also results in enhancing the brand awareness in market and also employees are
motivated to bring creative and unique ideas in business to promote the products of KFC in
market.

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ONLINE
SWOT analysis of KFC. 2018. Online available through: <http://heartofcodes.com/swot-analysis-
of-kfc/>
PESTEL Analysis of KFC. 2019. Online. Available through: <https://pestleanalysis.com/pestel-
analysis-of-kfc/>