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Integrated Marketing Communications INTRODUCTION

   

Added on  2021-02-19

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Integrated MarketingCommunications
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Table of ContentsINTRODUCTION...........................................................................................................................3LO 1.................................................................................................................................................3P 1 Types of Marketing Channels In Link To Communication Objectives................................3LO 2.................................................................................................................................................6P 2 Communication Objectives...................................................................................................6P 3 Justification for the selection of communication channels- .................................................8LO 3...............................................................................................................................................10P4 Create a marketing communications plan that effectively meets communication objectivesfor a given organizational situation...........................................................................................10LO 4...............................................................................................................................................15P5 Critically evaluate a marketing communications plan in relation to the communicationstrategy, channel choice, creative content.................................................................................15Conclusion.....................................................................................................................................16References......................................................................................................................................17Books and Journal.....................................................................................................................17
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INTRODUCTIONIntegrated marketing communication can be define as making use of all the promotional toolswhile communicating to consumers and employees. Sainsbury is a financial sound, wellestablished and nationally recognized organization. The company has the abilities to workprofitability in good and bad times. Sainsbury's is the second largest chain of supermarkets in theUnited Kingdom with a 15.3% share of the supermarket sector. Founded in 1869, by John JamesSainsbury with a shop in Drury Lane, London, the company became the largest retailer ofgroceries in 1922, was an early adopter of self-service retailing in the United Kingdom and hadits 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 thesubsequent period until January 2014. The linkage of messages and communication has tobe ensured and careful is known as integrated marketing communications (IMC). The tools usedin integrated marketing communications are public relations, personal selling, direct market,advertising and sales promotions. All the tools of communication work together gets out a betteroutcome then the isolation working. IMC is a planning process which focuses on takesdisciplines, media, timing, creative executions and stakeholders a message of communication. Toconsistently promote a brands name IMC coordinates with the marketing communications. Tomake a brand seem more sound and trustworthy there has to be a communication brand'scoordination. The promotions, marketing and advertising is looked after the IMC since that's thebigger picture to look at when it comes to miscommunication in a business. Report will highlighttypes of marketing channels in link to communication objectives. It will also definecommunication objectives. It will also lay emphasis on various type of promotional tools used bycompany. LO 1P 1 Types of Marketing Channels In Link To Communication ObjectivesWith the help of Marketing Channels a company helps to move products from producersto final consumers and bridge the gap between the producer and the consumer whether it is in thesame 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,
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telemarketing or personal contacts of a salesman. In 2007 retail sales incurred US $114 Billionby the help of 62 million sales agents. It was published by World Federation of Direct SellingAssociations by their 59 members. It is a different form of Direct Marketing, this process requiresales agents to reach and deal with clients whereas (Bruhn and Schnebelen, 2017) DirectMarketing 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 basedon sales after giving them regular salaries whereas some companies use single level marketingthat is they pay their sales agents money only on the basis of sales they make they pay no salaryto them. Direct Marketing Channel- In this channel of distribution there are no middlemeninvolved, it is also known as zero level channel. This type of channel is used by people who areserving in service industry. Services like travel, catering and salons all these services uses directmarketing.(Finne and Grönroos, 2017)Manufacturer who deals in small and general goods prefers this channel as this is moreprofitable since it is not easy to give margin to intermediaries. Products like machinery requiresdirect 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 indirectchannel. It has levels like one level channel, two level channels, three level channels and thechain of three level channel goes like this (producer-agent-wholesaler-retailer-consumer) thischannel is used when there are many middlemen involved, area is scattered and demand andsupply is large.One – Level Channel- This channel consists only one middleman that is retailerpurchases goods from the manufacturer and sells them to the end user. Marts and malls use thischannel to buy and sell goods at a lower and reasonable price. Manufacturers who deals in goodslike furniture, footwear or clothing prefers one level marketing over other channels. Forexample- Easy day and Reliance Mart is these types of retailers which buys in large quantitiesfrom manufacturers and then sell it to consumers.Two Level Channel- This channel involve intermediaries like wholesaler and retailers. Inthis channel wholesaler buys from manufacturers in bulk and then sell it to retailers in requiredquantities then the retailers pass it on to consumers. Manufacturers who want to obtain market
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