Integrated Marketing Communication

Integrated Marketing
Communication
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Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Overview of the company......................................................................................................3
Communication objectives of the organisation......................................................................4
Critical evaluation of the objectives ......................................................................................5
Identify the channel of communication of the organisation...................................................6
Critical evaluation of the channel of communication.............................................................6
Critical evaluation of the overall marketing communication plan to enhance the organisation’s
revenue ..................................................................................................................................7
Recommendations to the organisation and justification to the recommendations ................7
ACTIVITY 2...................................................................................................................................8
Overview of the company......................................................................................................8
IMC situational analysis ........................................................................................................9
Audience and identification..................................................................................................10
Objectives.............................................................................................................................11
Strategy and Tactics.............................................................................................................11
Budget and Control...............................................................................................................13
Implementation ....................................................................................................................13
Evaluation and Control.........................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing communication is the techniques which are used by the company to express
their message to their targeted customers with the help of various promotional techniques. While
integrated marketing communication is an emerging concept which aims to link all the activities
related to communication with each other. The organisation needs to develop their
communication plan which is based upon the organisational objectives that they want to achieve.
To promote the brand well and to create awareness of the products the organisations have to
focus on the brand which eventually will help them to increase their sales and profitability. For
this report the organisation that is taken into consideration is Sainsbury which is one of the
largest chains of supermarkets in UK. This company operates in various segments such as food,
clothing and general merchandise, even in financial services. The report is prepared to develop
an effective communication plan which will help the company to make their customers aware of
the products and services. For this an understanding of various types of marketing channels need
to be studies along with the communication objectives. In the report the communication plan is
prepared which will help them to decide upon various strategies that facilitate the marketing
team to achieve their goals.
ACTIVITY 1
Overview of the company
Sainsbury is one of the largest supermarkets in UK which had its first store in London. It
is one such company who has adopted the concept of self service retailing in their early ages.
They deal in products such as groceries, foods products, financial services etc. which they
provide through the supermarkets, their cafe, they even have their fuel stations. Sainsbury
operates not only through their stores but also online i.e., they sale their products through their
websites as well. Their core business is of supermarket where they provide diversified services to
their customers. They have been facing an issue of ineffective marketing plan which affect their
customer base. For which their communication channels, objectives need to be reviewed on the
basis of which a communication marketing plan will be developed for them (Batra and Keller,
2016).
Marketing communication is the process which the help of which the companies convey
their messages to their targeted customers with the aim to directly or indirectly convince them to
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make purchase. It helps to create awareness among the customers regarding their offerings
(Valos and Ewing, 2017).
Integrated marketing communication refers to the integration of various promotional
techniques of the organisation that helps them to promote their specific product. Integration of all
the activities helps them achieve their objectives easily as it reduces the chaos and confusion.
Importance of marketing communication: The marketing communication offers various
advantages to the organisation. It helps the company in various ways:
 It develops strategic vision which helps the organisations to grab the opportunities by
devising the plan which helps them to create different identity in the eyes of the
customers.
 It creates awareness in the eyes of the customers regarding various products and services
so offered by them.
 It offers competitive advantage to the company as it helps them to make their brand
renowned (Turner, 2017).
Communication objectives of the organisation
Communication goals are long term as they aim to create the value for the brand overtime.
On the basis of such communication objectives organisations the targets which has to be
achieved. The objectives of the communication may vary from situation to situation and
company to company. Sainsbury undertake various researches before setting up any objective.
Various communication objectives of Sainsbury are:
 Establish product image: This is the objective of the marketing communication when
company launches any new product as they have to create awareness about their products
in the eyes of the customers. Sainsbury also have this objective when they introduce
either any new product or a range of existing product. They promote their products by
communicating their benefits to the customers by effectively reaching them. This helps
them to establish the image of their products (Spiller and et. al 2015).
 Facilitating customer behaviour: It may happen that customer knows about the product
but they do not purchase them. To push the client to purchase the organisations need to
facilitate the customer behaviour. Sainsbury facilitate the behaviour of the customers by
targeting their emotions, anxiety, humour etc. On these grounds they communicate to the
customers through various medium of advertising and promotion.
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