Integrated Marketing Communication Strategies

This assignment delves into the concept of integrated marketing communication (IMC) and its influence on consumer behavior. It examines various theoretical frameworks, research findings, and practical examples of IMC strategies across different industries. Students are required to analyze the effectiveness of IMC campaigns, identify key challenges and opportunities in implementing IMC, and propose innovative IMC solutions for specific marketing scenarios.

Marketing communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Different methods of marketing communications and contemporary internal / external factors
.....................................................................................................................................................1
TASK 2............................................................................................................................................5
Marketing communication strategy and elements of communication process...........................5
TASK 3............................................................................................................................................9
Effectiveness of NIKE marketing communications strategy......................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication is a main part of marketing mix and it is complex and
fundamental part of marketing efforts of an organisation. Firm adopts the various medium to
exchange an informations regarding their services or products to consumers. It has two different
objectives one is develop as well as sustain demand of goods and other is shorten sales cycle.
Sometimes, it is difficult for some business organisations to promote its services in context to
enhance more profit as well as sales (Ab Hamid, Akhir and Cheng, 2013). Dacia is a car
manufacturer organisation and takes name from historic region which constituted Romania
present day. This organisation was established in year 1966 and has been subsidiary of French
Car manufactures of Renault since year 1999. This firm is largest exporter of the car in Romania.
In this given report mentions about various methods of marketing communications and also
contemporary external and internal factors which are impacting on decision making of board of
directors. Marketing communication strategy and understand components of the communication
process before the planning of international marketing campaign will be discussed in given
report. Effectiveness of the NIKE marketing communication strategy at the time of Pyeong
Chang 2018 Olympic Winter Games will be mention under this.
TASK 1
Different methods of marketing communications and contemporary internal / external factors
Marketing communication is adopted through different organisations to convey the
messages regarding goods as well as brands directly or indirectly to consumers with an intention
to influence them for buy. Dacia is a car manufacturer international organisation which is at the
top position in Romania and subsidiary of French car producer since 1999. The plants of Dacia
care manufacture are in Arges, Mioveni country. The manufacture capacity of this organisation
is 350,000 vehicles in per year and it is segmented in many sections like painting, bodywork,
chassis, assembly etc (Almeidaet and al., 2012). Under this the marketer uses various marketing
communication related tools in order to create awarenesses of brand between existing consumers
to increasing brand image so that customers can take the better decisions regarding purchasing.
Dacia firm uses the effective method of the marketing communication which can profit benefits
to firm in a better manner. Better marketing communication is helpful in taking better decision
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regarding firm. There are different methods of marketing communication mention below as
above:
Public Relation- It is practice of spread information among the organisation or person. It
is traditional method of the marketing communication and it includes getting the other people to
talk regarding firm. It is essential for the marketing manager of an organisation to execute
strategy in effective or proper manner (Belch and et. al., 2014). It is proper promotional strategy
which help in bring growth related opportunities and also gain competitive benefits for firm. It is
a profession of developing as well as maintaining better reputation of different public of firm
with the help of publicity and some other non- paid channels of communication.
Personal selling- Under this, business firm use persons in order to sell goods after face-
to- face meeting with consumers. It is viable to impact customers to spend their money in
exchange of services or goods. Seller promotes goods by their appearance, knowledge and
attitude of product knowledge. Its main motive to encourage as well as inform consumers to trail
or purchase services or products. In addition to achieve monthly target, managers of an
organisation are having effective opportunities to utilise this kind of techniques through offering
discounts to consumers.
Direct marketing- With technology intent, firms make use of the mobile phones, emails,
fax in order to communicate directly with perspective consumers without including third pay.
Under this, organisation direct sell its goods to consumers (Castronovo and Huang, 2012). This
method is an advertising form which directly affect on sales. Its main focus to convey the correct
message with users. Dacia organisation uses this strategy to communicate with consumers and
increase sales.
Among all these marketing communication methods, Dacia organistaion uses direct
marketing in order to interact with consumers in a better manner and uses the various way to
communication these are emails, fax, messages from mobile phones and many other different
ways.
Internal and external analysis of Dacia business firm
To determine the various facts or impacts on firm, it is necessary for Dacia organisation
to do external and internal analysis and under these consist PESTLE and SWOT. These two
factors influence on the process of decision making of an organisation and also increase
productivity of firm in an effective manner.
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SWOT Analysis
Strengths
 Improvement in environmental
standards.
 Restoration of industrial plants.
 The consumer base of this organisation
is strong because it it most popular
brand (Mihart, 2012).
 It provides cars on cheap and
affordable cost as comparison to other
auto mobiles industry.
 It has various options and manufacture
cars for working class persons to rich.
 It has strong presence in international
market.
Weaknesses
 This organisation has less penetration
in the Asian market.
 High cost included in training.
 Increased switching cost from supplier
to the another.
 Options in car is small as comparison to
the other brand.
 In year 2007, unexpected strikes which
cause losses of 30 million dollars.
Opportunities
 It can open its new showrooms.
 It has an opportunity to enhance its
market.
 There is a need to Dacia organisation to
adopt advanced technology.
Threats
 High competition in auto mobile brands
at market place.
 Political instability
 Booming of second hand auto mobile
market.
 Fluctuation in currency.
PESTLE analysis of Dacia organisation
It is strategic tool of business which is used through a company to evaluate, discover and
also organize macro- economic factors which affect on business (Kotaben and Helsen, 2014).
Political factor- Under this, business is affected through rules and policies of government
and political problems for Dacia firm comes in shape as well as form of legislation. This factor
consist political corruption and stability of government and these legislations are changed
through political parties. When Dacia firm conduct its business in to other countries then it is
necessary to know about the policies and rules of that country.
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Economical factor- This factor impact on an economy of country, revenue and profit. It
consists stock market trends, taxes, labour costs, inflation and deflation rate etc. (Mihart, 2012).
In addition to this, car sector has substantial affect on an economy of every country. In year
2014, in Romania unemployment rate goes down to 6.8% to 8%.
Social factor- The major social factors are impacting auto mobile forms are judgements
of societies. The main targets of this firm are middle aged people and families. The main focus
of Dacia organisation on customers and their perspectives. In this factor includes population rate,
social class, lifestyle, purchasing trends etc. The social behaviours, tends and attitudes affect on
target market as well as business firm.
Technological factor- This factor is helpful in expanding business as well as increasing
productivity of business. It is necessary that firm should use and implement the better technology
which can develop positive impact on business. Dacia organisation made investment in
development and research programmes. Technology provides effective opportunities to business.
Legal factors- Dacia organisation is internation business which faces many difficult tasks.
It is essential that this organisation should follow all legislations not only its home country but
also in host countries. Legal systems of host as well as home both countries can impact on
abusiveness of Dacia.
Environmental factors- It consists weather, climate and also eco- friendlinesses of goods
and services. Under this, it is necessary that company should transport its goods in a good
weather which serve more profit (Nielsen and Thomsen, 2012). Forestry, agriculture and also
tourism industries should pay additional attention to all these factors.
Consumer buying process
Process of purchasing decision is the decision making procedure which is used through
customers related to the transactions after, during and before purchase of services as well as
goods. The process of customer purchasing is helpful in taking better decisions of buying goods
to consumers. In this, some steps are given below as above:
Problem recognition- It is a first step and under this organisation should identify
requirements of customers and also think regarding satisfy them in a better manner. It is
necessary that problems should be related to availability of services and products.
Information search- Under this next stage of consumer buying process, interested
customers will try to search information. In addition to this, customers finds information
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regarding goods either friends, whole seller, families, retailers through evaluating or using.
Information can be search through personal sources, public and commercial sources.
Evaluation of alternatives- In this, customers has gathered information regarding certain
brands and after getting needed knowledge about goods, it is necessary for consumers to
examine different alternatives according to satisfying needs and demands of consumers and the
quality of products should be better (Parente and Strausbaugh-Hutchinson, 2014).
Decision of purchase- After examining alternatives, consumer purchases suitable service
or goods but there is a little bit chance of postpone buy decision because of some reasons. In this
case, there is a need to marketer to search reasons and then try to eliminate them through giving
sufficient information to customers or providing them guarantee of goods to them.
Post- purchase decisions- It is a last step and after purchasing or using goods customer
will be satisfied or dissatisfied from that. If in case it is not properly satisfied then it will be very
disappointed and in case it is satisfied that it will delighted and be happy. So in context to this it
is a main duty of marketer to fulfil needs and demands of consumers in an effective manner.
TASK 2
Marketing communication strategy and elements of communication process
Marketing communication is helpful in create brand awareness in which customers
translate information of goods in to the perceptions regarding attribute of products and also its
position at large market. Marketing communications are media and messages which are used to
interact with market. It is a part of promotion (Pauwels, Erguncu and Yildirim, 2013). It is
helpful in connect an organisation with consumers. It is the primary duty of manager to develop
effective marketing strategy in order to do all marketing related activities in a better or
systematic manner.
There are some marketing communication strategies given below:
Know about consumers- It is an effective strategy and in this there is a need to marketer
to understand its target audience in a better manner. So, that it can provide better services to
consumers for understand their needs and demands in a systematic manner. Under this, to
identify needs and tastes of consumers in a better manner, there is a requirement to firm to
conduct a proper research which will be helpful in fill any kind of gaps concerning to the
demographics, buy patterns and also some of the other insights.
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Uncover Unique Selling Proposition- USP is marketing concept which developed for
describe patten in order to making the advertisement campaigns more successful. According to
this, Dacia should need to develop some unique propositions to consumers which confident them
to switch the brands. In context to the given point, main advantages of Unique Selling
Proposition is communicate in effective manner, drives sales of services or products. Its major
focus on unique issues which solve in a better manner as comparison to any other. It is essential
that USP of given firm should be strong (Perkowski, 2010).
Choose marketing mix- Marketing mix is combination of those factors which can
controlled through firm in order to influence customers to buy goods as well as services. It is set
of the marketing techniques which an organisation uses to achieve its marketing goals. In
addition to advancement in the online marketing, there are some methods to interact with
consumers. In this present time period, every brand as well as industry is unique, so in this there
is not any standard marketing mix which will be work for any person. Social media is an
effective or better way to interact with consumers and it fits them , marketing communication
objectives and budget.
Client data and manage leads- It is the primary responsibility of an organisation to
develop brand in a better way. In context to collect and save data of consumers, it is essential for
firm to use Customer Relationship Management (CRM) system. It helps in record database of
contacts and organize information like for an instance calls, records, emails, contact information
and many others to marketing processes and scale sales. It will be assess to understand move of
consumers with the help of sales funnel.
Communication is two- way process and it is imparting of information through writing, speaking
and also using the pother medium (Petersen, Kushwaha and Kumar, 2015). It is an act of transfer
information or data from one place to other. Before doing any marketing campaign in
international countries, it is essential for Dacia organisation to understand about the
communication process sin a better manner. It will provide advantage to business.
VALS segmentation strategy
VALS is known as lifestyle and values attitude and it is a main method to perform the
psycho-graphic segmentation. It is varied from person to person because the lifestyle of every
individual is different. Under this, market segmentation is developed to the guide or lead
organisations in order to tailoring their services as well as goods in context to appeal people to
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buy their them. It was established in year 1978 through Arnold Mitchell and social scientist. This
was embraced through advertising agencies and also presently offered as goods of the SRI
consulting services (Rehman and Ibrahim, 2011).
Push, pull and profile strategies
These three strategies are represent includes 3 Ps. In pull strategy, firm promotes its
goods to distributives or retailers in context to force goods sown on distribution channel. It
includes taking goods directly to consumers through different means. Its main aim to get
products in purchaser hands with the help of advertisement. The second is pull strategy in this
includes interacting with end buyers to attract them to the distributor or retailer in context to but
goods. Pull strategy is used to fulfil promotional goals of an organisation which are created. This
strategy consist motivating the consumers in order to seek brand in active process. It is very
costly approach because firm generate demand of consumers though advertisement like for na
instance competitions, free samples and coupons (Schüller and Rasticová, 2011). On the other
hand profile is the third strategy and it is related to fulling requirements of stakeholders in a
better or effective manner. It is helpful in keeping harmonious relationship with the different
stakeholders and through using this perception, awareness, goodwill and attitude of firm will be
develops.
Process of communication
Communication is dynamic procedure which starts with idea conceptualising through
sender to receiver. The different elements of communication process given below as above:
Sender- Sender is that person who start conversation and also have some conceptualised
ideas to convey that messages to the other people. This person takes initiative to send message
through appropriate channel.
Encoding- Under this, sender starts with a process of encoding where it used non- verbal
and certain works like for an instance signs, gestures, symbols and many other methods to
convert information in to message. Skills, background, knowledge, perception etc. has more
affect on success of message.
Message- After finishing encoding, sender gets messages which intend to convey. It is
necessary that message can be oral, non- verbal and written like for an instance sounds, body
gestures, silence and many others which triggers response of receive.
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Channel- Under this, sender selects an effective methods by which it wants to convey
message to recipient. Sit is important that sender should select better channel of communication
to interpret message correctly through recipient (Sozinova and Fokina, 2015). Choices of the
medium based on an interrelationship among sender and receiver.
Receiver- It is that person for whom sender send message. This person tries to be
comprehended in a proper or possible manner so that the main objective of communication can
be attained.
Decoding- In this, receiver interprets message of sender and then tries to understand in an
effective or efficient manner. If in case receiver understand messages in a better way then it was
to intended through sender in systematic way.
Feedback- It is a final step of communication process and it assures that receiver received
messages and then interpret in correct manner as intended through sender. It enhanced
effectiveness of communication as this permits sender in order to know efficacy of messages.
Response of receiver can be non- verbal and verbal.
It is a whole process of communication, so it is essential for Dacia to understand this
process and also use it before doing the marketing campaigns at global level. But some times in
communication process, some barriers are arise. So, it is essential for Dacia firm to try to
minimize all barriers or noise through using effective strategies.
Significance of communication elements in marketing
It is indispensable for entities of business to understand marketing element in a detailed
manner before doing plan for different marketing campaigns at global level (Thorson and Moore,
2013). It communication of firm will be better, then it will be helpful in doing all marketing
related activities in an effective manner. It is assessable in covering or targeting the more market
share. Generally, Dacia firm is functioning at international level as it is necessary for this firm to
identity moral, behaviour, beliefs and values of their existing consumers in order to attracting
large number of consumers in competitive market. Marketing communication strategies are
helpful in gathering reviews or feedback of consumes about quality and features of products in a
better manner. If buyers are able to understand importance all marketing components in addition
to retain them at market place for long period of time. So, process of communication is very
helpful for Dacia business organisation to enhance its profit level as well as sales in a better way.
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TASK 3
Effectiveness of NIKE marketing communications strategy
NIKE is multinational corporation engaged in design, production, marketing and sales of
apparel, services, accessories, footwear and equipments in all over the world. This firm is one of
the biggest supplier of apparel and athletic shoes and also producer of the sports equipments. In
Pyeong Chang 2018 Olympic Winter Games, Nike company sponsored the USA company. Nike
organisation will regular sponsor Olympic Committee of United States. Sponsorship extensiomn
involves giving apparel and footwear for Athletes of America at 2018 in Paralympic Winter
Games in Pyeongchang and Olympics.
In context to monitor effectiveness of the marketing communication strategies,
management of Nike organisation used different techniques or tools. With the help of these
strategies, company can analyse its activities in a right direction in easy manner (Valos and et.
al., 2016). Every strategy have their won weaknesses as well as strengths. Through adopting
these marketing strategies, firm can get success and growth at workplace. In context to this, there
are some tools which help in measuring effectiveness of the marketing communication strategies
given below as above:
Online surveys- In NIKE business firm managers conduct the online surveys to know
about response of consumers towards particular goods. Under this entities of business are
communicate with the consumers on channels of social media as well as web portals on which
buyers give their suggestions or feedbacks for any type of improvement in existing services or
goods to firm. On the basis of all suggestions, company make changes in its potential goods and
try to give something unique. The main motive of online surveys to collect necessary
information or data which company wants to be access (Vernuccio and Ceccotti, 2015). Online
surveys can minimizes cost of the research which is spend through an NIKE organisation. With
the help of this relationship among seller and buyer will be improve and firm will retain at
market place for long period of time. Through online surveys, consumers can tell about their
opinions and viewpoints regarding products and services. This component shows efficiency and
effectiveness of consumer service of firm.
Judge quality of content- This tool is used through NIKE organisation to monitor and
control its effectiveness of all marketing strategies. There is a requirement to manager of create
accurate content so from this they can interact information for external and internal environment.
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In context to this, if content will be of good quality then it will be assess in accomplishing
desired objectives or aims in a systematic or effective manner.
Set benchmarks- Under this, there is no particular standard for examining effectiveness
of the marketing related communication strategies (Kotabe and Helsen, 2014). So, it is essential
for manager of NIKE company to set the various benchmarks in context to determine same. With
the help of this, firm can enhance its abilities or qualities and deal with any kind of issue in an
effective manner. So, in addition to this benchmark is a better tool to measuring the efficiency of
marketing communication strategies and through benchmarking quality of information will be
good.
Encourage employee engagement – Consumers are an internal part of the marketing
related strategies and it is necessary for manager to motivate employees to work together in order
to attain its aims and objectives with in a specific period of time. Under this, employee
engagement is necessary because in this all employees come together in specific activity. It is
helpful in making better relationship among staff members and it will assess for managers in the
process of decision making of firm.
Apart from it, there is other tool used through NIKE firm to evaluate efficiency of
marketing communication strategies and that is Ansoff matrix. It is strategic planning tools
which gives better framework to assess senior managers, executives and also marketers to devise
effective strategies for the future development. Ansoff matrix is mention below as above:
Market Penetration- It is adopted as effective strategy when company has current goods
and also requirements of development strategy for current market. In this, the business firm
continuously tries to growth by using its current offering of services or products. Firm tries to
enhance its market share in existing market (Ab Hamid, Akhir and Cheng, 2013). It can be
accomplished through selling of more goods to existing consumers or searching new at existing
market place. Under this, firm seeks to enhanced sales for existing goods in current market with
the help of attractive promotion.
Market Development- Under this strategy, company tries to expands its business in to the
new markets such as countries, geographic etc. through using its current offerings. Some
examples of this strategy consist large footwear firms such as Reebok, Nike and Adidas which
have began entering in to the global markets for expansion.
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Product development- Under this, firm tries to develop new services or goods by
targeting current markets in order to accomplish targets. This kind of strategy many need
development of the new competencies and need to business firm to create change goods.
Diversification strategy- Under this, firm introduce new goods in the new market. This
type of strategy can be in the form of related and unrelated diversification.
CONCLUSION
It has been concluded from the above given report that marketing communication is
helpful in making whole marketing operations as well as activities better. Under this, Dacia firm
analyses its external as well as internal factors to reduce the negative affect on marketing
activities. In this mention report studied about different methods of marketing communication to
interact with consumers in a proper manner. PESTLE and SWOT analysis of Dacia organisation
will also be studied in given report. The manager of given firm applied different pestle analysis
tehniques or tools for monitoring as well as controlling the efficiency of marketing campaigns. In
mention assignment studied about process of communication in a systematic manner.
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REFERENCES
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Online
SWOT analysis of Renault, 2018. [Online]. Available through:
<https://www.marketing91.com/swot-analysis-renault/>./
What is a PEST analysis?, 2018. [Online]. Available through:
<https://www.groupmap.com/map-templates/pest-analysis/>./
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