Comprehensive Report: Integrated Marketing for Dukes Coffee Success

This report provides a comprehensive analysis of integrated marketing strategies for Dukes Coffee, a business aiming to be a popular cafe in Australia. It details the company's objectives, which include producing high-quality coffee products and providing excellent customer service. The report identifies the target audience as a diverse group, encompassing all social classes, and outlines various integrated marketing tools such as advertising, digital media, targeted mailings, and public relations. It justifies the appropriateness of these tools and presents a campaign outline, including the use of social media and a detailed budget. Finally, the report discusses the evaluation of the campaign's success through various metrics and concludes with the importance of integrated marketing communication for achieving business goals.

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Various Aspects in Dealing with Integrated Marketing
Name of the Student
Institutional Affiliation

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VARIOUS ASPECTS IN DEALING WITH INTEGRATED MARKETING
Introduction
Dukes coffee aims towards being one of the most popular cafes within the boundaries of
Australia when it comes to dealing with a variety of coffee products that mainly consists of
different qualities. Additionally, Besides, Dukes coffee will consist of professional top
management teams who are well versed with various forms of management thus creating a
strong positive bond between them and their employees, this will be one of the major strategies
of the entire business towards the path of success as far as all its future goals are concerned. All
the coffee products that are being produced by this business will be taken through various
aspects of medical tests to ensure that they don't have any negative impact as far as the health
status of the clients is concerned. On the other hand, the entire café is likely to make one of the
most essential steps to further implement the use of modern ways of technology into most of its
operations to help save time and provide their clients with the best services so far thus getting
one of the best opportunities to outdo all their competitors who are capable of doing the same
business within the market platform. The technologies that are going to be implemented by the
organization include product payments through VISA, this will ease the burden of customers
when it comes to walking around with money. Additionally, the business is trying to implement
one of the best types of promotion that is geared towards offering one of the best delivery
services to customers living in various localities (Kerr & Patti, 2015). This service will enable
customers to order a variety of coffee products from the café where this will be delivered to them
within the shortest time possible in order to meet their expectations.

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Target Audience
Duke's coffee Rosters targets a variety of individuals within the society. One of the best
thing about all their coffee products is that they consist of different types and grades thus making
the products to have different prices that range from the lowest price that anyone within the
society can afford, to the most expensive price that is normally purchased by the working class
within the society. Due to this, it is clear beyond any reasonable doubt that the entire business is
targeting all classes of individuals within the society without any form of discrimination at all
regardless of the age, background and even the social status of their audiences. The business
tends to target a different audience unlike the other coffee businesses within the surrounding that
normally aims towards attracting the attention of the working class only and forgetting the rest of
the other members within the society ( Zhang, Jiang, Shabbir, & Du, 2015). This strategy of
targeting a variety of audience is likely to enable Dukes coffee to always be packed to capacity
during morning hours when the weather is still cold and during evening hours when most people
have left their workstations where most of them normally prefer to refresh themselves with at
least one cup of coffee.
Objective
In as much as Dukes Café is a business organization operating within the market platform, it
aims towards meeting quite a number of objectives that are capable of working hand in hand
with all its future goals. One of the major objectives of this business is to produce quality coffee
products that are free from any harmful substances that are likely to compromise the lives of
various customers. Additionally, another object that is attached to this business to provide
reliable and friendly services to customers regardless of their respective backgrounds, age,
gender, and even ethnicity. Lastly, another objective is that the business intends to create several

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affiliate businesses in other locations in order to reach most of their customers in real time and
provide them with the best services that are capable of meeting their expectations.
Integrated marketing tools
There are various types of integrated marketing tools that the business will put into
consideration. These tools are meant to ensure that the whole business is capable of attaining
various goals when it comes to carrying out operations in different business sectors across some
of the highlighted regions (Moriarty & Schultz,2012). The following are some of the integrated
marketing tools that are likely to be placed into consideration by the business;
 Advertising- This will involve the use of various parameters and techniques to bring out
the best as far as the business is concerned. This will give the prospective customers one
of the best opportunities to remember the entire organization most so when they will be
ready to buy various coffee products that originate from the café (Moriarty& Schultz,
2012). On the other hand, this form of integrated marketing tool will be geared towards
attracting as many people as possible where it is likely to consist of some of the problems
that the entire business intends to resolve together with some of the benefits that the
solution is likely to bring on board.
 Digital media- This is another form of integrated marketing tool that will be fully and
effectively integrated with all the relevant advertising messages when it comes to the
targeted market (Armstrong, Kotler, Harker, Brennan,2015). This digital media as a form
of integrated marketing tool will be used to encourage different customers to visit the
website that is attached to the whole organization as one of the best means of finding a
perfect way to interact with the top management team.

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VARIOUS ASPECTS IN DEALING WITH INTEGRATED MARKETING
 Targeted mailings- Coming up with various ways to market different types of prospects,
instead of a large, general type of audience, perfectly makes the use of various forms of
direct marketing tools one of the most productive ways to stay in touch will different
types of clients specifically the ones who are able to clearly see your advertising
techniques (Pickton, 2004). The business aims towards implementing these tools which
are known to consist of things like postcards that contains a variety of special offers that
are likely to attract the attention of the customers.
 Public relations- Public relations being another form of essential integrated marketing
tool, it will greatly help in the reinforcement of the other remaining marketing efforts
through a relevant purported form of third-party kind of endorsement from quite a
number of publications that will be able that will be able to feature the business in various
articles (Armstrong et al 2015). The capability of sending different types of news releases
to various types of digital publications will be able to give the business one of the best
coverage so far possible (Porcu, Del Barrio-Garcia & Kitchen,2017).
Why the integrated marketing tools appear to be appropriate?
The above mentioned forms of integrated marketing tools tend to be appropriate since
they are geared towards main the entire business to achieve most of the targeted goals in real
time in order to scale up to the next level within the business platform and also be able to offer
stiff competition to the other remaining competitors within the market. Additionally, the named
integrated marketing tools tend to carry out quite a number of operations within the boundaries
of ethics thus making them be appropriate as much as. possible (Porcu et al 2017) They are
integrated in such a way that they are capable of carrying out quite a number of relevant issues
by analyzing them in a logical manner.

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VARIOUS ASPECTS IN DEALING WITH INTEGRATED MARKETING
Campaign Outline
The entire campaign will be carried out in different regions across various populations.
This aims towards increasing the popularity of the business in regions where it is not likely to
reach faster. On the other hand, in order for the campaign to be successful, there are various
parameters and procedures that will be followed in order to come up with the intended outcome.
The use of social media as one of the major integrated marketing tools will play an essential role
in this campaign since it is beyond any reasonable doubt that large populations of individuals are
known to have the capability of gaining access to various aspects of social media thereby making
it possible to come across this mode of the campaign. On the other hand, the social media
campaign will involve different types of artists most so the ones who have gained popularity
across the targeted groups of individuals.

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VARIOUS ASPECTS IN DEALING WITH INTEGRATED MARKETING
Timeline of the activities
Creating the social media campain
doing an introduction to the business
informing people about the campaign
Using other forms of marketing communication tools for the
campaign
Involve relevant stakeholders in the campaign strategy
evaluation of the campaign
Gantt Chart

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VARIOUS ASPECTS IN DEALING WITH INTEGRATED MARKETING
Budget
Item Cost
Promotion of the business service AU$ 10,000
Implementation of the Integrated marketing
tools
AU$ 5,000
Implementation of Campaign process AU$ 5,000
Total Budget= 20,000AU$
Evaluation of the Campaign
Evaluation of the campaign will be carried out through a variety of ways in order to
determine the success of the entire process with regards to most of the targeted future goals that
were initially placed into consideration. Due to this, the entire success of the campaign will be
essentially measured to come up with the most desired outcomes so far, it will be carried out
through the use of various techniques and parameters (Luxton, Reid & Mavondo, 2015). To
measure the success of the campaign, there will be the need to perfectly divide all the available
marketing derived forms of traffic into different levels of subgroups that can be commonly
referred to as channels. Some of the channels that need to be tracked in order to measure success
include direct clients who are normally the potential valued customers that are capable of getting
access to the business in a direct manner without being directed by any other individual or party
that they normally encounter in their daily experiences. Jugenheimer, Sheehan & Kelley, ( 2015),
to measure the success of the campaign, there is the need to come up with a perfect definition of
various aspects of marketing metrics specifically the ones that needs to be measured
appropriately in order to achieve the targeted outcomes, for example when dealing with things

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like web content, it involves a perfect study on how effective whet is placed on the relevant
website is capable of providing a perfect information to those customers who tend to visit the
website thus getting them to take specific actions as a result (Hibbler-Britt & Sussan, 2015). In
conclusion, measurement of success has the capability of allowing the whole business to attain
its future goals in real time by addressing various parameters that can be easily understood by
both the management team together with the targeted customers thus allowing them to critically
analyze different issues that are known to be attached to the entire business.
Conclusion
Integrated marketing communication tends to be one of the best parameters in the field of
business, it’s appropriate implementation leads to the attainment of different future goals that are
relevant to the organization or even a product that is produced by a given organization.
Additionally, the top management teams in different organizations should be well versed with
this parameter for them to have an easy time in organizing themselves as far as various strategies
are concerned. It is beyond any reasonable doubt that anyone is capable of perfectly
implementing various issues attached to integrated marketing communication, is likely to
achieve success within the appropriate time possible compared to the rest of the individuals who
rely on assumptions in most of their actions.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Hibbler-Britt, L. M., & Sussan, F. (2015, January). Small business success and social capital: A
multi-cultural approach. In Global Conference on Business & Finance Proceedings
(Vol. 10, No. 1, p. 156). Institute for Business & Finance Research.
Jugenheimer, D. W., Sheehan, K., & Kelley, L. D. (2015). Advertising media planning: a brand
management approach. Routledge.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management
tool. Journal of Marketing Communications, 21(5), 317-339.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capabil
and brand performance. Journal of Advertising, 44(1), 37-46.
Moriarty, S., & Schultz, D. (2012). Four theories of how IMC works. Advertising theory, 3, 491-
505.
Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC scale.
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Pickton, D. (2004). Assessing integrated corporate communication. Oliver, SM,(2004
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