Integrated Marketing Communication and Service Operations

Service Marketing and
Relationship Marketing
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Table of Contents
Part 1................................................................................................................................................3
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Evaluate the Gangnam Style case using 5Ws model in integrated marketing communication
process....................................................................................................................................3
Discuss how communication contents adds value to consumers also impact of content on the
success of video......................................................................................................................4
Conclusion.......................................................................................................................................5
Part 2................................................................................................................................................6
Introduction......................................................................................................................................6
Main Body.......................................................................................................................................6
Discuss the flowchart of the backstage and the front stage operations of the business.........6
Significance of Service Encounter.........................................................................................8
Analysis of Managerial Implication.....................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
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Part 1
Introduction
The term Integrated marketing is defined as the process of combining all the tools and
techniques of marketing communication so as they can work together effectively and efficiently
to provide better experience to their potential customers, it is one of the most effective strategic
approach used by the marketer which helps in enhancing the overall performance of the
organisation and increase the sale of the company effectively. This report focus on the integrated
marketing strategy of a famous south Korean rapper Park Jae sang and how his music video
Gangnam style become so famous. This report covers the 5Ws model of the integrated marketing
communication process and also how the communication contents highlights the value to the
consumer of Park Jae Sang the famous rapper and musician of south Korea is also explained in
this report. In addition to this the impact of content in the video’s success is also highlighted in
this report effectively.
Main Body
Evaluate the Gangnam Style case using 5Ws model in integrated marketing communication
process.
The Park Jae-Sang is one of the most famous rapper and the musician of the South Korea.
In the year 2012 the musician launched a music video ‘Gangnam Style’ which become a
international hit in less than four months, the success and fame behind the massive hit of the
video was not a coincident, it was because of the proper planning and implementation of an
integrated communication strategy behind the success of the video. The preparation of the launch
of music video also the promotion was started before its launch itself (Ayed, 2019). In context to
this the use of 5Ws model in integrated marketing communication process is discussed below:
Who: The first and foremost element of the integrated marketing communication process
is who, this element helps marketer to understand the who should be their target audience for the
communication and accordingly they can frame their content effectively. In case of Psy music
video this element helped them to understand their target audience and their need and
accordingly it was launched for the mass internet users, large number of audience was targeted
for this video.
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What: The next element is what, under this the focus of the marketer is to understand the
taste and preferences of the target audience and accordingly delivering the content in order to
enhance their satisfaction level. In case of Gangnam style video the YG entertainment clearly
understood their target audience and their needs, that is the reason the video was launched during
the time world was facing high level of stress, because of its bright colour and attractive music it
was able to attract large number of customers (Cheung and McColl-Kennedy, 2019).
How: under this the main focus of the marketer is to analyse the strategy in order to reach
number of audience, focus is on using various methods and actions in order to reach large
number of audience. The name Gangnam style of the video was able to attract the large audience
also Psy ensure to reach large audience through various social media platforms. In addition to
this Psy ensured to partner with most successful influencers like Will.I.Am and Allkoop.Com in
order to make his video massive success among the target audience.
Where: The next element of integrated marketing communication process is ensuring
where the integrated marketing communication should be taken place in order to attract large
audience base. In case Gangnam style video, the YG entertainment targeted their audience using
internet because of the large number of audience available on the internet, the YG entertainment
used various social media platforms like Youtube, twitter, Facebook in order to capture large
audience, also the media partners like CNN and Sky news were also involved in making video
more successful.
When: The last element of the integrated marketing communication was to decide when to
make the content available to the audience, it focus deciding the right time for the integrating
marketing communication. In case of Gangnam Style music video the time chosen for the launch
of the video was perfect which lead to the huge success globally. YG entertainment ensured the
right time for the launch of the video using right medium effectively (Gnusowski, 2020).
Discuss how communication contents adds value to consumers also impact of content on the
success of video
Integrated marketing strategy is one of the essential strategy used by the marketer in order to
analyse the needs and wants of the customers effectively, and then satisfying their needs. The
communication content adds value to the consumers and also impact of content on the success of
the videos in case of Gangnam style video as discussed below:
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