Integrated Marketing Communication Strategy of Rockstar North

This report analyses the current marketing communication strategy of Rockstar North, a UK-based video game development company, using relevant theory such as AIDA communication theory. It also identifies and critiques the strategy and outlines the marketing communication objectives of the organisation.

CW 1 & CW 2

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Overview of organisation............................................................................................................4
Current marketing communication strategy of chosen organisation...........................................5
Identify, analyse and critique the current marketing communication strategy of the
organisation by using relevant theory..........................................................................................6
Marketing communication objectives of organisation based on analysis...................................7
CONCLUSION................................................................................................................................9
CW2.................................................................................................................................................9
Covered in ppt..............................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Integrated marketing communication can be described as a practice which is used to make varied
elements such as social media, advertising and business development practices in a unified
manner (Selvarajan and Safna, 2019). It aids organisations in enduring that all the marketing
communication channels are aligned properly through a similar strategy and company values. It
is beneficial for organisation to increase their brand awareness and being cost effective. It also
helps in increase morale of employees to perform in an effective manner. For better
understanding of concepts related to integrated marketing communication, Rockstar North is
taken into consideration. Rockstar North is an UK based enterprise which is engaged in
development of video games. Company was founded in 1987 and has its headquarters at
Edinburgh, United Kingdom.
This project highlights the significance of marketing communications objectives. It also
demonstrates an analysis of varied marketing communication materials which are used by chosen
organisation.
MAIN BODY
Overview of organisation
Rockstar North Limited is a British establishment which principally engages in
development of video games. This company has been developed by David Jones in 19087 and
later he appoints his former classmates as employees of company. Company has brought many
games such as Blood Money as its platform games. Its new game called Lemmings had
acclaimed huge success at international level. In its initial period of establishment, video game
developers have launched their game series, namely, Grand Theft Auto which has gained huge
success. Soon they have launched the series of their game series of Grand Theft Auto. Apart
from the success of Grand Auto Theft, Rockstar North also develop many other video games
such as Menace, Blood Money, Lemmings, Walker and many more. It has also developed
several games as for the play station. One of such game is Manhunt which is released admits the
surroundings of media frenzy for its violent content. Rockstar North is believing on an objective
which specifies that gaming is not a simple job which is done by individuals who are alone,
girlfriend -less in their bedrooms. But it has somewhat a broader scope which can replace movies
and gain greater acclaim from audience.

Current marketing communication strategy of chosen organisation
Marketing communication strategies can be understood as a business approach which is
used by corporations to send the right message to targeted audience through a medium in order to
achieve greater sales target (Arrigo, Liberati and Mariani, 2021). Marketing communication
strategy comprises of use of varied channels in order to gain more conversion rates. This
principally consists of advertising, digital marketing, maintaining public relations and sales
promotions.
For framing their marketing communication strategies, they do not perform extensive
market research, surveys and interaction with focus groups like their competitors (Pavenkov and
Rubtcova, 2019). Their business operations are based on trial basis, whereby every game design
is evaluated by top management in an extensive manner which results them to determine their
their target customers. They also not indulge themselves in huge advertising campaigns for
promoting their video games. They use digital channels for marketing of their video games
through social media platforms and that too in a differentiated manner. For instance, for
launching their new video game namely, Red Dead Redemption 2, they just changed their logo
colour form yellow to red for announcement of their new video game. This has gained huge
media coverage as compared to their rival companies.
Top management of Rockstar North promotes creativity in their outdoor advertising
campaign. They do not spare expenses on promotional and advertising campaign. They use
beautiful murals painted in the streets of big cities for promoting their new video game. Their
posters are connected with the characters of their video game. This strategy is adopted by
marketing professionals of Rockstar North for making their fans exited for their new video
games.
Another marketing communications strategy which is performed by marketers of
Rockstar North through organising a panel discussion held by creators for providing the
knowledge of newly launched video game. They also redesign a church and invited legendary
electronic band for playing the music of game soundtrack for their fans (Pavenkov and
Rubtcova, 2019).

Identify, analyse and critique the current marketing communication strategy of the organisation
by using relevant theory
The marketing communication strategy refers to the plan of action of any business to
reach their goals and target market by using multiple types of communication channels (Šerić,
Gil-Saura and Mollá-Descals, 2020). The strategy involves the massage, tag line, the
communication medium and the target audience or market. In the Rockstar North, the marketer
use communication theory to make effective marketing communication strategy. The AIDA
communication theory is termed as attention, interest, desire and action which is used by
marketers to make effective communication strategies for advertising, marketing of products as
well as to communicate in a better way with customers. The marketing manager of Rockstar
North used this theory to create awareness about their video games to the large number of
customer in the target market to earn maximum profit and market share. The AIDA
communication theory in relevance to Rockstar North are as follows-
Attention- This stage is referring to create effective content, tag lines and innovative
advertisement to grab the attention of target audience as well as generate curiosity among them
about the product of the company. The marketers of Rockstar North used digital and social
media marketing strategy to conduct this stage effectively. They collaborate with many social
media influencers, bloggers to convey their message to the audience to spread awareness about
the game. By consulting with writers, designers they make effective changes such as change their
logo colour on twitter from yellow to red that cover more attention of public and media than
other gaming company.
Interest- In this stage, the marketer achieved the goal to drive the attention of target
audience towards their product as well as now people take interest in their product and they want
to know more about the product in detail in order to get proper knowledge of game (Rubtcova
and Pavenkov, 2019). .. The marketers of Rockstar North used innovative idea such as outdoor
advertisement by sticking paper posters on wall in the form of wanted poster which makes the
audience excited about the game and these tactics create interest in youth about the motive of the
game.
Desire-In this stage, the marketers provides accurate and clear information about games
such as the type of games, the offers related to the game, the game is formed under law and
regulation as well as provide relevant content related to game to build trust among the audience

and users. The marketers of Rockstar North, organised a panel discussion in a film festival to
provide relevant information about game as well as for story telling of the game to make
audience understand about the purpose, innovation and create desire among youth for
entertainment.
Action- At this stage, the company launch their game in the market and provide their
services to the user to fulfil the purpose of creating the product and services (Qiu, 2021). The
marketers of Rockstar North, make effective plan and organised a music event to launch their
game at big scale so the audience get easily know about the game, process, subscription and
many details which they have to follow to start the game in their gadgets. Also, they can
compare the game with the details provided to find whether it matches with their expectation and
values for which they give their time and engage themselves.
The advantage of this theory for Rockstar North is they enable to conduct systematic
communication strategy in a effective way resulting in garbing more customer attention and
maximise the publicity of their upcoming games. The disadvantage of AIDA theory for Rockstar
North is the marketers needs huge time and cost to implement all the stage of this theory which
required huge knowledge and innovation to make it different.
Marketing communication objectives of organisation based on analysis
Marketing communication objectives are referring as long term targets where the
campaigns and marketing advertisements are supposed to boost the value of a company with
time (Mehta, 2020). For Rockstar North, the marketers of company create several marketing
campaigns for effectively place its marketing strategic in dynamic business environment.
Marketing communication objectives in reference with Rockstar North are described below:
Building awareness- This is the primary objective for any organisation for creating
marketing campaigns. Every company ensures they spread the awareness about their products or
services in marketing in effective way possible (Dwivedi and McDonald, 2018). This can be
done by frequent messaging service and by using attractive logo or graphic designs materials.
Rockstar North marketers can create campaigns to strategically promotes highest customer
experiences so that it can increase their brand recognition in market.
Creating Interests- With effectively communicating with potential customers, an
organisation can create interests among people who might become loyal customer for firm in
firm. Good marketing communication can enable clients to understand the need for the proposed

product and thus they will take active interests. Rockstar North marketers can start providing
demo gaming services to its customers so it will increase their interest in company and its
services.
Organising Resources- There are several resources available to companies in form of
financial, human, material etc. These are an essential part of firms which are organised through
effective communication. Marketing communication objectives plays an important role in
resolving issues concerned with efficiently utilise all the resources available. This objective is
relevant to Rockstar North as it provides the marketers of Rockstar North to gain a competitive
advantage in market by optimally utilising all their resources.
Better coordination- Major objective of marketing communication is to coordinate
management of company efficiently. When all the efforts of workforce will be projected in one
direction and with impelling utilization of communication strategies, Rockstar North marketers
can achieve their marketing targets in coordinated manner. This objective is relevant to Rockstar
North as it provides them systemic ways to use all efforts of its employees and create better
video games.
Sales marketing communication- Effective as well as continuous communication with
consumers keeps them updated about the new happenings in organisations and accomplish the
goal of promoting new products. The objective of companies behind this strategy is to encourage
its customers and to keep them involved in the business. Rockstar North marketers can use in-
game promotion about its new video game or can e-mail blast its users about forthcoming,
exclusive games so that they can take active participation in that which further create advantage
of company.
Retention of customers- One of the crucial objective of marketing communication is to
retain existing customers and maximise their interest in business. This can be done by creating
loyalty programs for customers which can be promoted through marketing mediums. Rockstar
North marketers can develop personalisation games for its loyal customers base to appreciate
their contribution in business and can also provide them with discount offers that can save their
money.
Compete effectively- The crucial objective of using marketing communication is to
compete consistently and effectively in market among the rivals. The threat from competitors
who sell similar products or services can be reduce by effectively place and promote one's

products. Marketing communication can enable companies to attract specific segments of market
by properly providing differentiate their products and by developing high brand loyalty that can
result in competitive advantage. Rockstar North marketers can use deploy great marketing
communication like launching new games on large scale at big events so more number of people
got to know about that at once. They can also change or modify their company logo from time to
time to retain attractiveness of its users.
CONCLUSION
From the above presented report, it has been analysed that integrated marketing
communication channels are used by organisations to develop the strategies for interacting with
target customers. Marketing communication strategies are understood as a practice whereby,
organisations create a right content in order to make a reach to large customer base for attracting
them towards the brand as well as increase their conversion rates. This help organisation in
improving their brand image and formulate advertising as well as promotional strategies.
CW2
Covered in ppt
REFERENCES
Books and Journals:
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Marketing Communications: Development of a Conceptual Framework. In Proceedings
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Statistical Analysis to Support Marketing Communication. Big Data Research, 24,
p.100189.
Pavenkov, O. and Rubtcova, M., 2019, February. Problems of Forming Integrated Marketing
Communications. In RF-360th International Conference on Management, Economics &
Social Science-ICMESS.
Pavenkov, O. and Rubtcova, M., 2019, February. Scientific Approaches to the Measurement of
Integrated Marketing Communications. In ITM International Conference and Summit on
Techno Management Trends (pp. 15-22).
Šerić, M., Gil-Saura, I. and Mollá-Descals, A., 2020. The Impact of Integrated Marketing
Communications on Hotel Brand Equity: Does National Culture Matter?. In Global
Branding: Breakthroughs in Research and Practice (pp. 63-91). IGI Global.

Rubtcova, M. and Pavenkov, O., 2019, February. Approaches to the Estimation of Efficiency of
Integrated Marketing Communications. In ITM International Conference and Summit on
Techno Management Trends (pp. 15-22).
Qiu, J., 2021, November. An Enterprise Marketing Channel Optimization Strategy in the Context
of “Internet+”. In International Conference on Machine Learning and Big Data
Analytics for IoT Security and Privacy (pp. 314-321). Springer, Cham.
Mehta, A., 2020. Public relations and publicity. Advertising: An integrated marketing
communication perspective (4th edition).[4th ed.], pp.443-470.
Dwivedi, A. and McDonald, R., 2018. Building brand authenticity in fast-moving consumer
goods via consumer perceptions of brand marketing communications. European Journal
of Marketing.