Strategic Integrated Marketing Communications Volkswagen
Added on 2020-04-15
18 Pages4036 Words1224 Views
Strategic Integrated Marketing CommunicationIMC Application
Strategic Integrated Marketing CommunicationsP a g e | 1Table of ContentPart 1.....................................................................................................................................................3Integrated Marketing Communication..................................................................................................3Part 2A-Volkswagen Singapore..............................................................................................................5Company Background............................................................................................................................5IMC Objectives- Volkswagen Singapore.............................................................................................6IMC objectives identified for Volkswagen Singapore.........................................................................7Elements mix for the IMC objectives.................................................................................................7Part 2B...................................................................................................................................................8SOSTAC..................................................................................................................................................8Situational Analysis – Volkswagen Singapore....................................................................................9Vision Statement-Volkswagen Singapore..........................................................................................9Mission Statement- Volkswagen Singapore.......................................................................................9Strategy of Volkswagen...................................................................................................................10Ansoff Strategy................................................................................................................................11PESTLE Analysis................................................................................................................................12SWOT Analysis.................................................................................................................................13STP of Volkswagen...........................................................................................................................14Media tools used by Volkswagen....................................................................................................14Action Plan for the Promotional Tactics..........................................................................................14Controlling and Monitoring of the Action Plan................................................................................15Conclusion...........................................................................................................................................15References...........................................................................................................................................16
Strategic Integrated Marketing CommunicationsP a g e | 2Part 1Integrated Marketing CommunicationIn simple words, IMC can be understood as linking all the forms of communication carefully to createone single unified message from all the channels of promotion. The purpose of IMC is to club all the promotional tools together so they all work in harmony (Shin, Ge & Qin, 207) IMC works on a scientific proven concept that all the communication tools work better when used together than in isolation. In today’s competitive business environment it becomes extremely essential for brands to outshine with their promotional campaigns in comparison to their competitors and thus IMC becomes a very important tool at the hand of the marketers (Anderson & Aberg, 2017)Sales Promotion, Public relation, advertising, social media promotions, web promotions, personal selling, direct marketing, indirect marketing and email marketing are the different channels of promotions and have USP of their own(Ewing & Ramaseshan, 2015). At times it becomes difficult to cater to all the audience in one go with one single promotional campaign; there are chances of missing out some audience in the process. IMC thus comes to the rescue in ensuring that all these channels work together and deliver a single message to all the targeted consumers (Bouckaert, Peters & Verhoest, 2016)Some of the experts have classified IMC into 7 components; these components define IMC in comprehension. The components are as follows:The Foundation- This is the first important component of IMC, as the name suggest the purpose of the foundation is to understand the product and its attributes in detail, understand the target market and the benefits the consumer will derive from the product and service. Marketers have to really understand this to come up with a consolidated marketing strategy to woo its customers (Andrews & Shimp, 2017)The corporate culture- Corporate culture plays an important role in designing the tone of the IMC campaigns, it is to be ensured that the feature of the product and services are in line with the corporate culture of the organization and the same has to be ensured in the tone of the promotion campaigns. Mission and vision also plays an important role while designing IMC campaign for the product/brand/service (Blakeman, 2018)
Strategic Integrated Marketing CommunicationsP a g e | 3Brand Focus- This component represents the corporate identity of the brand and the same has to bereplicated in designing the IMC strategy.Consumer experience-Brands these days are giving equal or more weightage to consumer experience, it refers to the feel and experience the customer derives from the product. A customer is more likely to select the product which has attractive packaging and designing and exceed the expectation of the product. Thus it is strongly advised that the promotional campaigns should focus on the points which create euphoria amongst the customers (Percy, 2014)Communication tools-The tools of communication which are used by the brand these days are a mixof conventional and contemporary tools, it is the prerogative of the marketers to use the right tool to target the consumers. The entire purpose of the IMC is to ensure that all the communication toolswork in sync with each other (Lusch & Vargo, 2014)Promotion Tools-In addition to the communication tool brands uses promotional tool as well to ensure complete penetration of the product in the market. Trade promotion and personal selling help the brands in achieving the targeted numbers and IMC acts as a tool in delivering the content tothe consumers through these promotional tools (Kotler, 2015)Integration tools- In the era of social awakening brands have to ensure that they listen to the customer reviews and feedback and take them seriously. In reality it is difficult to monitor each and every feedback and review manually, thus different CRM (Customer relationship Management) toolsare used to analyse the same and provide feedback to the management (Trehan & Trehan, 2015)All these components thus play an important role in building an IMC campaign and ensuring that all the points relevant to the targeted consumers are covered. IMC also ensures that the brand recall is created in the market through its strategy. A perfect IMC campaign is based on the concept of AIDA model, the model states that the awareness is created about the product in the market which is followed by generating interest about the product, which further leads to desire for the product and ultimately leading to providing action to call to buy the product. IMC thus is very important in today’s business environment and brands use IMC at the full advantage to exploit the features of the product/brand. The growth of IMC in the last decade has been due to the evolution of the social media communication tools in the market, brands have to ensure that they sent out the message on all the channels and monitor and measure the success of the campaign. All the companies in the present day creates and drives IMC campaign to ensure that
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