Integrated Marketing Communication Plan

Running Head: MARKETING 0
INTEGRATED MARKETING
COMMUNICATION PLAN

MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Purpose Statement......................................................................................................................3
Target Audience.........................................................................................................................4
Analysis of product or service....................................................................................................4
Ethical and Legal and Constraints..............................................................................................5
Various functions of marketing communication and media vehicles are chosen......................6
Creative briefs for the media selections...................................................................................10
Schedule for creative work.......................................................................................................11
Budgetary allocation for all media vehicle..............................................................................12
Conclusion................................................................................................................................14
References................................................................................................................................15

MARKETING 2
Introduction
This report outlines the integrated marketing communication approach in relation with
the Tyres4U Company. Integrated marketing communication is an approach to attaining the
objectives of a marketing campaign using various promotional techniques intended to
reinforce one another. In marketing, it is also termed as a holistic approach to
communication. It also ensures that all sorts of messages and communication are carefully
linked together and unified across all channels centred on the consumer. The main objective
of IMC is to receive better results, create consistency throughout channels, overall cost
savings and aligning with customer preference. Some of the major tools of IMC are
advertising, personal selling, sales promotion, public relations, direct marketing, events and
experiences, social media marketing and mobile marketing (Finne & Gronroos, 2009). Many
organizations found IMC as a powerful approach as it allows them to reach the customer with
the right message, at the right time and via their preferred media channels.
There are various reasons behind the evolution of integrated marketing
communication such as wide choices of communication tools, less effective mass media,
smaller market segments, customer databases and marketing insights and two-way messages
with consumers influencing brand equity. It is now vital for the company operating in any
industry to understand this and consider this new marketing structure while developing an
integrated marketing communication plan (Casadesus-Masanell & Ricart, 2010).
Tyres4U is an e-commerce company based in Australia. The company specializes in
the import and the distribution of truck, industrial, agricultural and passenger tyres. At
present, the company is having its operations in Australia and New Zealand. In addition, they
operate 11 branches and runs a distribution network to over 3000 independent retail tyres
dealers, strategically established throughout Australia (tyres4u.com.au, 2019). Tyres4U also
specializes in tyre management and fleets services for any sized commercial and government
operations. The company has a decade of experience and with latest technology; the company
can administer its tyre fleet services effectively.

MARKETING 3
Purpose Statement
The purpose statement of this marketing plan is to attain significant objectives of the
marketing in an enterprise. An organisation seeks to increase brand awareness including the
support system that they are willing to offer to the customers (Payne, Storbacka & Frow,
2008).
Objectives and Goals –
 Integrating and adopting new promotional strategies
 Targeting selective and huge audience
 To achieve consumer response
Marketing communication goals and objectives:
Considering all, it can be said that the organisation is require some of the integrated
marketing strategies to enhance brand awareness in the market. Therefore, the objectives and
goals of this marketing communication will be like –
 To increase consumer receptiveness
 To mark public responsive of the support structure offered by way of organisation
 To raise company sales
Elements involved in IMC approach
Consumer Focus – One of the important parts of IMC strategy will be customer focus and
thus all tactics adopted by the company will be intended towards customer needs and
benefits. This is because in last, the company needs to influence customer to buy their
products and thus ultimate sales will begin (Kerr & Patti, 2015).
Inter-departmental collaboration – Only communication within the department is not
sufficient to gain out best result from the marketing strategies, as there is a need for proper
synchronization with each other so that marketing strategy can be implemented in an
effective way and gives positive results.