Integrated Marketing Communication Plan for Coles Group

Running head: MBA- MARKETING MANAGEMENT
MBA- Marketing Management
Name of the Student:
Name of the University:
Author Note:

1MBA- MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Determining the marketing communication...........................................................................3
Online media......................................................................................................................3
Offline marketing...............................................................................................................4
Communication messages..................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

2MBA- MARKETING MANAGEMENT
Introduction
Integrated marketing communication allows an organization to effectively use the
promotional tools and reach larger mass of people (Barker 2013). Coles Group in Australia is
one of the largest retailer of the country having more than 2500 outlets. They provide services
through their shops as well as their online counterpart. Other than retail shops they also
provide financial services, fueling service, liquor brands and accommodations. Having
multiple services, it is necessary that the organization prepare an integrated marketing
communication plan in order to attract the customers of its target market and bring new
consumer niche into consideration. In this report, the integrated market communication of
Coles Group is analyzed.
Discussion
An organization needs to go through several steps before they can develop an
integrated marketing plan. The most important part is to determine the target audience and
the positioning of the brand (Luxton, Reid and Mavondo 2015). Segmentation allowed the
organization to determine the audience it wants to approach. An integrated market
communication plan for Coles Group is as follows:
Mass Market Mass Customization Individual
Two ways
communication
Social media
marketing,
Content marketing,
Email marketing
Direct selling,
personalized
marketing, feedback
incorporation and
diverse terms and