Unit 23 - Integrated Marketing Communications

Integrated
Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Different types of marketing channels..............................................................................1
TASK 2............................................................................................................................................5
P2 Designing communication objectives for an organisation................................................5
P3 Justification for the selection and integration of communication channels......................7
TASK 3............................................................................................................................................8
P4 Marketing communication plan to effectively meet communication objectives..............8
TASK 4 .........................................................................................................................................13
P5) Critical evaluation of marketing communication plan in relation to communication
strategy, channel choice and creative content......................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Integrated marketing communication is a broad concept where utilise different types of
forms of communications and messages are carefully linked together. It is applied by all the
organisation with specific methods to to promote products or services for targeted customers
(Batra and Keller, 2016). All the aspects of marketing communication work together for
increased sales and maximum cost effectiveness. This concept involve in the coordination the
several promotional features and other marketing activities that use to communicate with the
firm's customers. The basis tool utilised to achieve a company's objectives are referred to as the
promotional mix. It is essential for an organisation to compete in the competitive market
effectively.
To better understand of the report selected organisation Tesco which is a British
multinational groceries and general merchandise retailer. The company founded by Jack Cohen
in 1919 (about 100 years ago) in Hackney, London, England. The header-quarter of the company
situated in Welwyn Garden city, Hertfordshire, England, United Kingdom. In this report covers
several topic such as several kind of marketing channels and defined communication objectives
in the context of the business. Along with develop communication objective as per the situation
and choose several channel for integrated marketing communication. Additionally, produce
marketing communication plan to reach objectives and analysis of marketing communication
plan in the context of channel selection, communication strategy and creative content.
TASK 1
P1 Different types of marketing channels
Overview of the organisation: Tesco is the largest British retailer and world's third
largest grocery retailer that conduct their operations across USA, Europe and Asia. The company
was started business in 1919 to selling groceries in the East end of London. Tesco have about
2200 store from the large market hyper market style stores. The company also operated in Tesco
Bank, Tesco Ireland, Tesco Mobile, Tesco family dining Ltd and many more.
Marketing communication means to select the appropriate strategy for the organisation
according to structure of business to circulate message regarding to products and brands they
sell, either directly or indirectly to the consumer with the intention to influence them to purchase
(Blakeman, 2018). These channels are categorised into two parts such as personal and non
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personal communication. There are defined several marketing communication channel and their
importance regarding to Tesco such as: Direct Marketing: It is way of marketing communication channel that adopt by several
organisation in order to increase sales of company. There are using several options such
as direct Email, mail and telemarketing. Tesco send to mails to consumer regarding to
discount and offers to contact them direct manner. In the Telemarketing message send in
modify way to communicate win responsive manner. It is important for Tesco to
influence to customer to purchase product (Fill and Turnbull, 2016). Advertising: It is very important tool that used by organisation to reach large number of
people. Through advertisement they feel motivate and know proper information about the
product & services. Purchaser can easily compare of product through advertisement of
several companies regarding to same product. Tesco used the channel to influence to
large group for purchase products. Social media: in present time every organisation mostly use this communication channel
that impact on the people in effective manner. Mostly people are using different
application on the social media and when they see advertisement on these sites so it will
impact in positive manner. For this Tesco use Facebook, Whatsapp, Instagram or many
more.
 Sales Promotion: It is a procedure of influencing a potential customer to purchase new
product. The particular channel designed for the short term goals and tactic to increase
sales. It is rarely utilised for the long term method due to create relation for long term
loyalty. Tesco apply this channel to create relation with the customer for short period of
time.
These communication channels are impacted in positive manner and help to increase
selling of the organisation. Through these channels custom,er know about the products &
services of the company and aware about the product & services (Finne and Grönroos, 2017).
Critical evaluation of selected channels of communication
Tesco has been selected several marketing communication channel according to their
strategy and structure that impact positively. There are critical analysis several channels of
communication according to strength & weakness of organisation. It means communication is all
about its products & services to its target marketing or customer to maximise its resources.
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