Integrated Marketing Communication

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.