Integrated Marketing Communications docx.

Running Head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
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Executive summary
Freaker USA is a renowned US based retail company that is spherically popular for its designed
socks. The company is currently interested to expand its business in Australia. Therefore, the
integrated marketing communication strategies are discussed in the report that can help Freaker
USA to get strategic advantage in the competitive market. The potential target customers are
belonged to the age group of 15-25. Henceforth, a campaign is also set in the name of #beunique
that is not only help the organisation to maximise its customers but also provide sustainable
impact throughout the process. The IMC strategies are used as the guiding tools for the
organisation to have a better position in the market and meet the expectation of the potential
customers.

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Table of Contents
Introduction......................................................................................................................................3
Background of the company........................................................................................................3
Scope of the report.......................................................................................................................3
Outline of the report structure......................................................................................................3
Situation analysis.............................................................................................................................3
External analysis..........................................................................................................................3
Internal analysis...........................................................................................................................5
Identification of the target market...................................................................................................7
Market segmentation...................................................................................................................7
Target market...............................................................................................................................8
Market positioning.......................................................................................................................8
Determination of IMC objectives....................................................................................................9
Creative strategies............................................................................................................................9
Integrated marketing communication options...............................................................................11
Advertising................................................................................................................................11
Sales promotion.........................................................................................................................11
Social media...............................................................................................................................12
Public relation............................................................................................................................13
Content development.................................................................................................................13
Organising event........................................................................................................................14
Search engine optimisation........................................................................................................14
Guerrilla marketing....................................................................................................................15
Recommendations for IMC plan...................................................................................................15
Monitoring and evaluation of the program....................................................................................16
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................18
Appendix........................................................................................................................................23

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Introduction
Background of the company
Freaker USA is a quickly grew global company established in USA in the year of 2011,
currently located in Wilmington, North Carolina. Primarily the organisation provided high
quality beverages that are healthy and made dedicatedly for the American people. The purpose of
the organisation is to facilitate a better experience to the customers so that it will help to make a
unique brand value in the organisation. However, since 2015 there is a sharp change in the
organisation and Freaker USA started launch 100% American made socks. The campaign is
focused on a changing American Dream in jobs and entertainment (freakerusa.com., 2020). It is
important to note that the purpose of the organisation is to impact on 20,000 mile footprint with
$250K and 127 designs.
Scope of the report
The report tries to develop enough understanding of the integrated marketing
communication strategies and its resemblance in the current business practices. The magnanimity
of the present research tries to draw a link between the Freaker USA and the current marketing
and promotional strategies in the Australian market that can help to deliver a better market
capitalisation and get competitive edge. Therefore, the focal point of the report is set on the
integrated marketing and promotional strategies and its efficacy into the Australian market.
Outline of the report structure
The report, henceforth, is trying to focus on the situational analysis of Freaker USA and
the target market that the organisation must focus in order to set the marketing and promotional
strategies. Moreover, the report also discusses the integrated marketing communication option
and the recommendation for Freaker USA to get better experience and market capitalisation in
the market.

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Situation analysis
External analysis
Political
The political stability index in Australia is marked at .95 which means the country
witness a moderate level of political stability (Referred to Appendix). In addition to this, it is also
important to note that the Australian government is highly effective to make a stable
competitiveness among the companies. Therefore, it seems to be a great concern for Freaker
USA to have enough assistance from the government and willing to make a better relationship
with the government so that it can help the organisation to foster better market capitalisation.
According to the research of Kang, K., Burdon, S. and Mooney (2019) the Australian
government is very much aware of the fact that equality in business is pertinent for the growth of
the market. Therefore, it seems a great experience for Freaker USA to expand its market into the
Australian market.
Economic
Economic freedom and market flexibility are considered to be the most crucial
characteristics of the Australian market in order to maintain a good and better practice of
business. The economic growth in the Australian market is steady in compare to the other
developed market and it creates enough opportunity for the business companies to come and
bring foreign direct investment into the market (Ke, Jefferies & Davis, 2018). The healthy
business environment and the business orientation among the companies will lead to form a
stable growth in the economy. Therefore, it is very essential for Freaker USA to understand the
economic growth characteristics and formulate better strategies accordingly.
Social
As per the research of Gray, S., Harymawan and Nowland (2016) it can be argued that
the Australian society is highly concerned about the fashion an quality of products. In fact, the
pricing of the product is also identified as one of the pertinent characteristics that the Australian
people are persisted. In response to this, it is very much important for the fashion retail
companies to follow uniqueness in product line and provide quality products at a reasonable

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price. Diverse range of products will help the retail companies to have enough market
capitalisation and build a strong customer base who are loyal to the company.
Technological
The government endorsement over advanced technologies is also referred as an important
aspect in Australian business that the companies have to abide. It is important to note that the
government encourages the business companies to take enough efforts and investment in
technology implementation and bring an effective organisational practice in course of delivering
a strategic advantage (Prajogo, 2016). Moreover, use of cutting edge technologies is also helped
the business companies to provide quality of products and attract the customers effectively.
Henceforth, it seems quite important for the business organisation to deploy advanced
technologies in business.
Legal
There are certain legal constraints that the business companies have to follow while doing
business in Australia. In this regard, it can be stated that Australian Competition and Consumer
Commission (ACCC) puts focus on the anti-competitive action of all the business companies. It
helps the business companies to feel safe and secured in the Australian market (Cooper &
Spence,, 2020). Moreover, there is also product safety and standard measurement practice that
the Australian legislation is supported so that a profound monitoring and controlling process will
be designed for the benefit of establishing a good business environment. Henceforth, a
transparent business practice can be made through the legislative guidelines in Australia.
Environmental
The environmental consideration is also attached with healthy business practice in
business. In response to this, it can be stated that the Environment Protection Act of Australia put
immense pressure over the business companies to follow the norms of preventing the
environmental degradation (Colic-Peisker & Deng, 2019). In addition to this, pushing the
business companies to maintain strong and transparent CSR management is also part of the
environmental concern. In this regard, Freaker USA must take care of the measure and provide
enough focus on environmental sustainability measures. It is also associated with the reputation

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and brand image of the organisation that can help to build up a strong and successful market
capitalisation for Freaker USA.
Internal analysis
Strengths
There are some strengths that Freaker USA flows in the competitive market. For instance,
the organisation is highly focused on the quality of the product so that it can meet the
expectations of the customers. Moreover, it is also important to note that the organisation is also
emphasised on a strong and flexible organisational culture accompanied with the performance
improvement of the employees (Hodgson, Da Lim & Mi, 2018). There are specific measures and
reward and recognition strategies that Freaker USA follows in order to motivate the employees
and maintain the performance and quality of the employees. Henceforth, it will provide enough
opportunity for the organisation to establish its market effectively in the overseas.
Weaknesses
One of the major weaknesses that the organisation can get is related to the promotional
strategy. It is important to have a better promotional strategy once the organisation is setting foot
in the international market. In addition to this, Freaker USA is also facing problem regarding the
supply and distribution of the products. In a new market it is a serious threat for Freaker USA to
expand further. Moreover, problems in the pricing strategy can also provide enough obstacle for
Freaker USA to deliver a better market capitalisation in the international market.
Opportunities
There are still a number of opportunities that Freaker USA can get in order to expand its
market successfully in the Australian market. Intense focus on the quality is identified as one of
the most important aspects that can lead the organisation towards achieving an effective market
capitalisation. In addition to this, endorsement by the Australian government to implement
advanced technologies is also help Freaker USA to get competitive edge in the market. In fact,
the legislative guidelines in the Australian market are also help to get equal opportunities in the
Australian market.
Threats

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The potential threats can be identified as high competitiveness in the Australian market.
There are number of retail companies that are existed in Australia (Taylor & Taylor, 2017).
Therefore, it will be critical for Freaker USA to enter into the Australian market as a fresh
company. Moreover, the intensity of the government interference is also identified as very
critical for the organisation as it will create obstacle for the continuous development of Freaker
USA.
Identification of the target market
Market segmentation
Geographic
Both the urban and rural people are considered to be the potential customers of Freaker
USA because the organisation is trying to get attraction from larger audience in the Australian
market.
Demographic
Both male and female members are considered to be the target customers of Freaker USA
with the age preference from 15-35. The life cycle stage of the potentially target customers are
associated with the bachelor stage and the newly married couples. Moreover, it is important to
note that mostly the higher and middle earning people are identified as the target audience. The
occupation of those target audiences are ranged from professionals to students.
Behavioural
The degree of loyalty of the potentially target audience are identified as the hard core
with a high sense of achievement and belonging. It is important to note that the potential
customers are tried to put emphasis over the quality of the product and the level of pricing that
can influence the business orientation of the organisation. Therefore, a self-expression and sense
of belonging are identified as the potential characters of the target customers.
Psychographic

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High quality
Low price
Low quality
High price
Both the middle and upper class people are identified as the potential target customers of
Freaker USA. Moreover, they are determined in nature with a lifestyle trend of aspirer and
explorer so that they are always aspired to get the quality product in low price.
Target market
The primary market ofFreaker USA is focused on the customers from the age of 15 to 25
irrespective of gender preference. Therefore, the focus of Freaker USA will be focused on the
middle class people with not so high earning facility. However, they are loyal to the organisation
due to the quality of the product and the effective pricing which will create a strong customer
base. In response to this, it can also be stated that the primary customers are highly aspirer and
they are very particular regarding the belongings. It means the sense of choosing a product is
very important for the customers and it will definitely considered to be an advantage for Freaker
USA to expand its business in the Australian market.
Market positioning
The purpose of the market positioning is to identify the position of the organisation in
contrast to its competitors so that it can bring a core understanding of the market situation and
the opportunity in the competitive market. From the point of view of the market positioning, it

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can be stated that Freaker USA has a strategic position in the competitive market of Australia in
terms of quality and price. There are two leading competitors of Freaker USA in the Australian
market in the name of Compuknit Hosiery and Belvedere Hosiery. It is important to note that
both the companies enjoys wholesale market in Australia and reputed with enough market
capitalisation. However, in compare to the rival companies, Freaker USA will get a more
competitive edge in the Australian market. It is important to note that the organisation offers
more quality products with considerably low price in compare to Compuknit Hosiery. The
quality is also better than the organisation. On the other hand, Belvedere Hosiery enjoys lower
price than Freaker USA but the quality of the product is pertinent for survive in the competitive
market. In this regard, Freaker USA has the benefit to have both product quality and the ability
to influence the Australian market.
Determination of IMC objectives
Factors Objectives
Specific To develop a social media and content marketing for not more than 3 months
Measurable To increase the number of customers up to 3% within the next financial year
Attainable To develop a social media marketing and communication strategy
Rational To create a strong brand value in the competitive retail market of Australia
Time frame To complete the entire planwithin a year.
Creative strategies
“Be unique among your pals with Freakers!”
The slogan of the new campaign is trying to project a clear perception regarding brand
creation and create a customer base which is highly concerned about their choice of socks. It is
important to note that the organisation is trying to create a unique customer base who are very
much fond of designed socks and fashion conscious. The slogan has a deep message to the young
generation to have a unique choice and be different so that it will help to make them confident
and attractive. From the research of Chhabra (2017) it can be stated that the purpose of the
promotional strategies has to have a deep impact over the customers so that they will get

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convinced to purchase the product effectively. It is important to note that promotion must
facilitate a positive but deep impact over the people so that they will get moved to purchase the
product (Lempert & Glantz, 2019). In response to this, Freaker USA is also designed the
campaign slogan in such a way that it will convince the customers effectively. The brand image
is also reflected within the slogan that the organisation offers unique products to the customers.
Therefore, the product offering is resembled with the psychology of the customers to make them
confident enough with the unique product. It is considered to be an effective initiative for
Freaker USA to have a strong customer base and bring efficacy to the success of the
organisation.
In association with this, Freaker USA also starts to initiate a social campaign with
#beunique. The purpose of this campaign is to create a strong message to the society that
everyone has a unique image and it has to be respected. The campaign successfully tries to make
an impact in the social stereotypes and educate people to respect individuality. This has a great
deal of importance on the backdrop of school, college and workplace bullying and at the same
time help the parents to understand the value of their children by recognising their unique ideas
and vision (Pizarro Milian, 2017). In response to this, it can be stated that there is huge
opportunity and importance that Freaker USA should follow in order to bring efficacy to the
organisational practice and influence people to create a brand image in course of advocating a
social message. According to the research of Chong et al. (2017) it can be stated that the role of
the social campaign is to not only create a strong customer base but also guide the people to the
right direction of progress. It is also identified by Sowers et al. (2019) as a sustainable approach
that can bring efficacy to the organisational practice. The sustainable measure of an organisation
can also be facilitated through the use of social campaign that can help to gather a number of
supporters and able to move the society positively so that they will get acknowledged with the
social practice.
In response to this, Kim et al. (2016) opined that youth are considered to be the most
promising target group for any business organisation in order to gain strategic advantage. In
response to this, the business companies are always tried to put influence over the young
generation and bring them into the fold of primary customer base. Indeed, the report of Al Muala
(2019)also corroborated the fact the young generation has more capabilities that the rests to

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influence by the social campaigns and willing to change the evil practices for which the society
is poisoned. Therefore, it becomes an important aspect for Freaker USA to have a close look at
the young generation and point out them as the primary target market for its new campaign.
Moreover, Rezaei, Chandran and Oh (2018) articulated that psychological influence over the
primary target should be the main objective for an organisation in order to implement a strong
integrated marketing communication. The role of psychology will ease the effort for the
company to manage its primary customer segment and influence them positively so that it will
supplement the progress of the organisation. In case of Freaker USA, the proposed campaign will
generate a positive outcome among the customers and it will help the organisation to gain a
strategic advantage in the competitive market.
Integrated marketing communication options
Advertising
According to Rezaei, Chandran and Oh (2018) advertising is considered to be one of the
major contributing process in integrated marketing communication because it will help the
consumers to get all the required information that can influence them to decide whether
purchasing the product or not. There are several modes of advertising that the business
companies are use in order to create an effective influence over the customers. For instance, in
case of Freaker USA, the organisation puts thrust on the process of following the online banners
and flyers that can have a quick influence over the customers. As per the research of Finne and
Grönroos (2017) it can be stated that business companies are often used online banners or
physical flyers with the motive to get in touch with the customers in a quick time. In response to
this, it becomes one of the major strategies for the business companies to use advertisements to a
great extent to reach out to the customers. In case of Freaker USA, the organisation also tries to
develop such kind of initiative but there is a difference of opinion. Freaker USA intends to use
advertising as a medium to attract customers for the campaign in social media. It is part of the
sustainable approach that the organisation follows in order to make a long term impact over the
consumers.

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Sales promotion
Apart from thee advertising technique, there is also the sales promotion mode that can
bring efficacy to the organisational practice. Světlík (2017) opined that sales promotion is
considered to be a strategic measure that the business companies are followed in terms of
providing offers or promotional sale to the customers so that they will buy the product. It is
identified as one of the initial practices that a business company would do in order to attract
maximum number of customers (Valos et al., 2016). Freaker USA is also looking for such
opportunity to gain enough market capsulation. As opined by Bruhn and Schnebelen (2017) the
Australian customers are highly driven by the low pricing of the products but they are heavily
concerned about the quality of the product. In case of Freaker USA, it will definitely help the
organisation to use the sales promotion as a potential tool to attract maximum number of
customers. In the opinion of Patti et al. (2017) the sales promotion is part of the integrated
marketing process where the purpose of the company is to create its market presence by
providing exclusive promotions to the customers. The same approach is also fit to the purpose of
Freaker USA where the role of the organisation is to not only facilitate an effective
organisational practice but also promote the brand in a very subtle way.
Social media
Social media marketing is referred as the most effective marketing approach in current
business practice due to the availability of internet and growing popularity of different social
media platforms like Facebook, YouTube and Instagram. Šerić, Gil-Saura and Mollá-Descals
(2020) advocated that the advent of social media marketing makes it easier for the business
companies to create a direct interaction with the customers through the social media platform.
Therefore, Freaker USA also takes the same approach of creating a social media movement in
the name #beunique. It will help the organisation to understand the motive of the existing
customers and identify the potential primary customer base. It is very important for the success
of any organisation and the entire success of an organisation depends on identifying the right
customers. Moreover, the research of Madhavaram, Badrinarayanan and Bicen (2016) found out
that social media marketing is comparatively cheap in compare to other marketing channels.
Therefore, it will be easier for the business companies to formulate the cost cutting initiative
combining with maximising customers. Henceforth, it is evident that social media marketing will

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definitely help Freaker USA to get more customers, into the organisational fold. Nevertheless,
there are some disadvantages in terms of negative comments from the customers that can easily
ruin the goodwill of Freaker USA and it will be considered as a major setback for the future
business orientation of the organisation as well.
Public relation
The purpose behind setting a public relation is to establish the goodwill of the
organisation to the target customers so that they will able to understand the benevolent business
practice of the company (Porcu et al., 2019). It is important to note that the public relations is the
best way to make a formal communication with the customers and understand their expectations
and specifications. Laurie and Mortimer (2019) mentioned that one of the important motives of
the company is to facilitate a research or investigation over the demands and specifications of the
customers so that in future it will be set properly. There are number of modes that the public
relation officer can make in order to get the best possible result. In case of Freaker USA the
public relation officer opts for a campaign or an art exhibition where people would learn about
paintings and artistic value that Freaker USA employees are trying to project. It is also associated
with enhancing the value of the brand by facilitating the exhibition so that people can judge and
understand the efforts and true motive of Freaker USA. However, there are certainly a number of
disadvantages in terms of lack of understanding the mind-set of the people. It will be a
catastrophe to organisation the public relation process with having zero idea about the general
likings and preferences.
Content development
Content development is also identified as a current practice that the business companies
often do to attract different customers (Desai & Shah, 2019). The content development is
associated with describing the specifications and information regarding the product and
customers can get access to that information online (Porcu et al., 2017). It seems a very
important aspect for the business companies to deliver the positive gesture to the customers by
providing enough information and details of the product. Therefore, Saenko et al., (2016) stated
that the content development is the modern sustainability measure where a transparency between
the customers and the organisation can be made. In association with this, it is also crucial for the
business company to ensure the success by content development. Based on the research of

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Duralia (2018) it can be derived that the content development is the process through which an
organisation can put the details of the product in such a way that the customers will easily get
attracted by its features. Freaker USA will focus on the content development process with the
objective to create a strong customer base. The customers will be loyal to the organisation and
provide a sustainable business atmosphere for Freaker USA to expand its business further.
However, the must understand the true intent of using the content development. Anay kind of
misleading or fake information can bring Freaker USA to the legal challenges.
Organising event
The promotional events have a great deal of emphasis over the true intent and the future
orientation of the organisation in the competitive market. As a matter of fact, it is also crucial for
the business companies to have a strong campaign or event that can not only influence the
customers but also provide them enough information regarding the purpose and objective of the
organisation (Gabrielli & Baghi, 2016). In response to this, Freaker USA is going to create a
social media movement by helping people to become confident and strong enough to show their
unique qualities and individual abilities. It will definitely have a great impact on the society as
the event tries to develop a strong message against evil practices like bullying. Moreover, the
campaign also puts focus on the inner-development through nurturing the creative mind.
Therefore, it is imperative for the organisation to organise an exhibition as well so that it will
guide the people towards understanding the need and urge for creativity. A philanthropic
mentality comes into the play when Freaker USA is trying to provide positive gesture towards
the society and acts like a responsibility entity to guide people towards achieving harmony and
creativity. The event therefore focus on the ingenuity of individual and help them to nourish it.
Search engine optimisation
Search engine optimisation is another significant modern technique that has the ability to
attract the customers effectively. According to Anambane and Hinson (2019) in the competitive
business environment SEO plays a great role to influence customers to a great extent. The SEO
practice helps the customers to find out the best possible result that they are looking for. The
popular sites are flashed in the top lists. However, it is a work of SEO to bring the company
website to the front page of the search. As a result of that Camilleri (2017) pointed out the
customers feel confident to go through the site that comes in the first list and it will help to

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manage an effective customer maximisation process for any business organisation. For Freaker
USA also it will provide enough exposure to create a strong brand image in the competitive
market. However, Lee et al. (2017) asserted that there are some challenges that the SEO practice
can generate. The most notable problem is associated with maintaining the ethical SEO practice
because many of the organisations using misleading optimisation that can damage the reputation
of an esteemed organisation like Freaker USA.
Guerrilla marketing
According to Porcu, del Barrio-García and Alcántara-Pilar (2017) the newest category of
marketing in marketing communication can be identified as guerrilla marketing where the
purpose of the organisation is to pursue a low cost marketing tactic to engage consumers into the
marketing activities, generate attentions and achieve maximum exposure in business. In other
words, it can be stated that the purpose of the guerrilla marketing is to formulate an effective
tactic for attracting the customers but the effort should be less costly. There are plenty of
strategies that the guerrilla marketing can provide in terms of providing social media campaigns
or making telephonic calls to the potential customers and tries to convince them that the product
is worthy of use (Dixon-Todd & Hall, 2017). However, the inceptive nature of the guerrilla
technique makes it an alternative choice for Freaker USA to bring efficacy in the competitive
market. In fact, the low experience rate of the guerrilla tactics of business orientation can create
obstacle for the business organisations to have a success.
Recommendations for IMC plan
The recommendations are as follows,
 It is important for Freaker USA to draw the organisational objectives and strategies
specifically so that it will guide the company to proceed to the next level of organising
the campaigns. For a business company like Freaker USA, it is crucial to not only draw
the organisational objectives but also check the compatibility of the organisational
resources at the same time so that the objectives can be able to meet. Otherwise there will
be no scope for the organisation to gain a competitive edge in the market.
 An in-depth analysis over the customers and market is also required. It is important to
note that the purpose of the campaign is to meet the expectations and demands of the

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customers. It means a core customer-centric approach is practiced and it will help to
justify the role of the organisation and the campaign strategy a success to meet the
demands of the customers. As a matter of fact, it is also crucial for Freaker USA to
evaluate the customer and market analysis in such a way that can harness a good relation
between the organisational perspective and customer demands.
 Budget and expenses are also pertinent for the organisation to balance between the
proposed plan of campaign and the expenses. Freaker USA should allocate a specific
budget for the campaign after discussing with the finance department about the fiscal
constraints. By no means it will be right for Freaker USA to organise integrated
marketing communication by exceeding its budget. Therefore, the cost effective approach
will consider to be the right approach for Freaker USA to gain enough marketing
initiatives and communication strategies that are beneficial for the organisation.
Monitoring and evaluation of the program
The monitoring and evaluation process of Freaker USA has to be effective and specific to
the objectives of the organisation. The monitoring process will be initiated at the time of the
implementation of the plan. The purpose of the management is to make a close focus over the
proposed plan and monitor the progress so that a transparent but effective monitoring practice
will be followed. In fact, the monitoring practice will be recorded as per the KPIs of the
organisation. For instance, customer maximisation, revenue increase, organisational expansion
are considered to be the core of the monitoring and evaluation process. In other words, it can be
stated that the evaluation will be conducted on the basis of the KPIs and the success will also be
measured at the end of the financial year.
Conclusion
The report tries to create an integrated marketing communication practice within an
organisation that can help to build up a strong relation with the customers. The report also
delivers clear objective of implementing the integrated marketing communication with the
purpose to meet the interests of the consumers and the organisational growth at the same time.
Based on this, a social media campaign will be launched for the benefit of the target customers.

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The target customers who are generally students or young people are also evaluated in the report.
Keeping in mind about the needs and specification of the target customers the integrated
marketing communication is designed that can able to provide a strategic advantage in the
competitive market. Henceforth, it can be concluded that the report clearly depicts the
significance of IMC and its potential impact over Freaker USA.

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Appendix
Image 1: Political stability index of Australia
(TheGlobalEconomy.com, 2020)