Integrated Marketing Management Communication Research Paper 2022

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction........................................................................................................................2
Determination of the marketing communication................................................................2
Online mediums.................................................................................................................2
Offline mediums.................................................................................................................5
Competitor analysis...........................................................................................................7
Conclusion.........................................................................................................................7
Reference..........................................................................................................................8

2MARKETING MANAGEMENT
Introduction
The more diverse will be the marketing channels and mediums and their usages,
the more will be the potentiality of Koala Mattress to gain the maximum reach in the
market. However, the approach and the process of the marketing communications
should be in line to the service nature and the target audience. The effectiveness of the
integrated marketing communication will determine the extent to which the Koala
Mattress will be exposed in the market and brand awareness can be gained (Valos et
al. 2016). This paper will discuss about the current marketing communication mediums
used by Koala Mattress. Different mediums will be used in designing the integrated
marketing communication process of Koala Mattress.
Mass market Mass
customization
Individual
Two ways
communication
Facebook and
YouTube based
marketing where
larger audiences
can be targeted
Social media
marketing and
personalized
promotion such as
direct selling and
email marketing
One way
communication
Traditional mediums
such as tvc and
external mediums
Mediums designed
on the basis of trend
and preferences of
certain trends of the
social group or
location
Email marketing can
be used to aware
the customers about
the new arrivals in
the market without
having the
assurance of
positive response
Integrated marketing communication matrix
Determination of the marketing communication
In this section, the mediums being used by Koala Mattress in prompting their
products will be discussed on the basis of online and offline mediums and the areas of
improvement will be identified for the long term viability.
Online mediums
It is identified that facebook is one of the most extensively used online mediums
by Koala Mattress in terms of promoting their mattress. It is reported that different forms
of content including audio and video contents are being uploaded in facebook on a daily
basis and feedback from the side of the customers is gathered. According to their
facebook marketing approach, the more will be the contents uploaded, the more will be
their visibility and market awareness.