Integrated Marketing Communications

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS
Executive Summary
Quay Australia is an Australian eye-wear company whose main target customers are men and
women of the age group of 18-45 who seek for fashionable and trendy eye-wear solutions at
competitive prices for various purposes. The communication strategies which are currently
utilized in the company are advertisement, sales promotion and social media. The main
competitors of the company are Le Specs and Local Supply. The main strengths of Quay which
is identified are their variety of products and the effectiveness of the communication strategies.
The weakness of the company which is identified is lack of public relations. The growth strategy
which has been suggested to the company is introduction of a new product in the form of
colourful uni-lenses, designed by international designers in their existing markets.
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INTEGRATED MARKETING COMMUNICATIONS
Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
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INTEGRATED MARKETING COMMUNICATIONS
Introduction
There are various growth strategies which an organization can adopt regarding developing a new
product or service and the choice of the growth strategy is dependent on the capabilities and
competencies of the organization. In order to aware the existing and potential customers of the
company, an organization must focus on implement an effective communication strategy which
will help in informing the target customers of the company regarding the offerings of the product
and therefore it is very vital that an organization develop the objectives of integrated marketing
communication objectives. The current report focuses on the 3 Cs analysis and SWOT analysis
based on the 3 Cs of Quay, an Australian eye-wear company. The report also helps in suggesting
a new product development idea for the company along with its segmentation and positioning.
Discussion
Environment Scanning 3 C’s
Customers- The current customers of Quay Australia are men and women belonging to the age
group of 18-45 who seek for trendy and fashionable products and use sunglasses to protect their
eyes from various harmful rays such as UV rays, to provide comfort to eyes in low light
conditions.
The past customers of Quay Australia were mainly urban women customers belonging to the age
group of 18-35 who sought for stylish sunglasses at competitive prices to protect themselves
from scorching rays of sun.
The potential customers of Quay Australia are men and women between to age group of 15-65
years who seek eyewear solutions at competitive prices not only to look stylish and fashionable
but also to protect and provide comfort to their eyes.
Competitors- The man competitors of Quay in Australia are Le Specs and Local Supply. Le
Specs is a well-established Australian sunglass brand which has been present in the market from
many years. The products of Le Specs are fresh and modern and they also offer a feeling of retro
to their products. The market share strategy of Le Specs is to market as a modern and fashionable
brand which is yet trendy in nature and is choice of many eminent celebrities round the world.
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