Analyzing Marketing and Communications Across Convergence - Report

This report analyzes marketing and communications in the context of convergence, examining the impact of integrated strategies on organizational structure and business operations. It discusses the importance of consumer influence on organizational decisions, outlines a system for propagating a new product in Australia using a cold coffee business example, and addresses the Australian Direct Marketing Association (ADMA) code of practice and relevant legislation. The report also explores Coca-Cola's integrated marketing communication strategies, highlighting the various media channels used to reach target consumers and position the brand globally. The document provides insights into achieving better understanding of consumer needs, high efficiency, and improved product value and service through integrated marketing and communication approaches.

Running head: MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Marketing and Communication across Convergence
Name of the University:
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1MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Table of Contents
Answer to Question 1......................................................................................................................2
a) Organisational Chart................................................................................................................2
b) Impact of this Integration........................................................................................................3
Answer to Question 2......................................................................................................................4
Answer to Question 3......................................................................................................................5
Answer to Question 4......................................................................................................................7
Answer to Question 5......................................................................................................................8
References......................................................................................................................................10

2MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Answer to Question 1
a) Organisational Chart
Siloed sectors are considered as departments that operate totally independent from one
another, even in cases where they have the potential to interrelate and the areas where it can be
highly useful for them to conduct the same (Bardhan and Pattnaik 2017). The issues related with
Siloed sectors in the companies are that one of such sectors that operates in different policy along
with procedure to distinct timelines to one another. Organisational Silos encompass vital fictions
that are indicated below:
 Sales- Increasing revenue by means of sales that focuses on converting sales by means of
offers
 Marketing- Managing the product profitability and revenues through creating and
protecting the brand’s integrity
 Legal and finance- Managing costs and budgets for profitability through managing
operating practices in complying with the legislation
 Consumer service- Managing the quality of consumer service through dealing with
enquiries, maintaining net promoter score and managing costs of consumer service
 Human resources- Staff engagement through ensuring staff retention, employee
relations and legislations along with salary costs
 Information technology- Ensuring business operation support by means of technology
through managing IT costs along with the organisational structure for a medium sized
restaurant (imaginary organisation)

3MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Organisational charts are considered to support members in the company manage a
command chain along with recognising the function of different departments of the company
(Rydzak and Monus 2018).
b) Impact of this Integration
The possible reason of integration is the areas of distinct sectors that have the likability to
combine or work closely in enhancing the activities of business operations (Willcock 2016).
Recognising these integration points will rely largely on identifying the company’s objectives
and goals. These integration points are indicated below:
 Better understanding of consumer needs
 High efficiency and less wastage
 The consumer attains a better product along with better value and service
AccountantCashierHRManagerHRAssistantF&BManagerChefleadMaindishesDessertsSidedishesFoodrunnerWaiterReservationDriver

4MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
 Roles are defined in a clear manner
 Common, clear, transparent and shared business strategy and mission
 Staff attains more clarity in business goals along with their roles along with that of others
 Understanding of roles as well as needs of other groups
 “A winning team is a happy team”
 Constant acknowledgement and communication regarding success, situations and
challenges
Answer to Question 2
Consumers are deemed to play an important role in influencing an organisational structure
and the consumers generally communicates partly through their purchasing habits that are
focussed on four major factors indicated below:
 The aspects they want in their “Product”
 Distribution area that is “Place”
 Amount to pay for their product “Price”
 To the communication to which they respond to “Promotion”
The reasons for which consumers are considered important in developing effective
organisational structure are indicated below:
 Consumer feedback is considered important
 This might include blogs, social media along with the on-line reviews
 This might need innovation and evolution

5MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
 The consumer is considered to be an important consideration in major organisational
structural decisions that is deciding the approaches that are best services in addressing
consumer needs (Ricciardi, Zardini and Rossignoli 2018)
 The level along with customisation is relied on the number of consumers serviced by
organisations and transacting value
 Consumers are likely to expect a suitable level of communication with their suppliers
Answer to Question 3
It is decided to outline a system and the ways to propagate a new product within
Australia. Focussed on such consideration it is decided to develop an imagination team in order
to indicate that the organisation is trying to communicate with their consumers in the best way
possible. The selected field is hospitality and considering same, it is chosen to sell cold coffee
through the business.
Imagining the new product selling process
 Product: Cold brew

6MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
 Place: Summer season in all over Australia
 Price: $ 3.50
 People: Team 1
 Promotion:
Target Consumers: Coffee Shops: The business will visits every popular coffee shop in
the largest cities along with promotion of a product directly that is through personal or face to
face selling.
Festival consumers: Sport, music along with movie festivals
It has also been considered that in these days the most vital along with successful manner
of receiving all messages is through the social media. Prior to the new product selling it has been
decided to create a webpage on Facebook that will encompass brand name, product description
along with the place where consumers can purchase them.

7MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Flag shops have not been attained yet, so the products will be sold during the festivals.
This indicates that the business will have a stand in all the larger festivals in prompting the
products through offering samples to visitors.
An event will be created on the Facebook page and those all the friends will be invite
along with inviting other people. Moreover, Instagram will also be used as it is a popular social
media channel. In this platform all the photos of the product will be shared through Facebook
and Intagram with hashtag. This can make it easier for users to find messages with a particular
content or theme.
#coldbrew#prague#summerfestival
Other tools that will be employed are indicated below:
 Brochures
 Web promotions
 Mail-outs
 Publicity campaigns
 Public display posters along with the electronic message boards
 Advertising that will include electronic media
Answer to Question 4
The Australian Direct Marketing (ADMA) DEVELOPS A “Code of Practice” that supports
direct marketing that must be abided by all the ADMA members in their campaigns of direct
marketing. The membership of ADMA is voluntary and the members must comply with the
following:

8MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
 Must not make any false or misleading claims
 Must not offer suitable information so that they are aware of the aspects that are offered
 Must respect the privacy
 Must offer a seven day cooling-off period fir the goods purchases
 Must not implement misleading endorsements by certain other people
The goods purchased by means of direct marketing must be subject to similar laws in
consideration to other consumer services and goods (Neill and Jiang 2017). Traders must
consider honouring the claims that they make regarding services or goods and the goods must as
a minimum standard:
 Match the sample description
 Be of “merchantable quality”
 Align with the specific purpose for which they were explained
The impact of legislation is indicated below:
 Direct marketing protocols
 Trade practices act
 Privacy act
 Fair trading
 Advertising laws
Answer to Question 5
Coca Cola

9MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
Several media that are employed by Coca Cola Company in advertising its brand are
indicated below:
 Newspaper- This is among the popular media forms that are employed by Coca-Cola and
in addition magazines are also used by the brands for advertisement at global level.
Internet- This medium is used by the brand through ensuring extensive use of pop-up
ads, banners and on-site sponsorships. The television ads of the brand vary in different
nations need on characteristics of local culture (Forsten-Astikainen et al. 2017).
 Poster and billboards- This media promotion strategy of Coca-Cola considers
advertisements through billboards in city centres, highways and in rural areas. Posters are
also displayed in public transport along with some restaurants.
Such marketing media channels are used by Coca Cola in communicating message to its
target consumers all over the world that this drink is best solution for satisfying thirst and
positioning the brand as “cool and trendy”. Such costs of integrated marketing
communication tools by the company have facilitated to position the brand among the
successful multinational companies globally.

10MARKETING AND COMMUNICATIONS ACROSS CONVERGENCE
References
Bardhan, A.K. and Pattnaik, S., 2017. Effect of cross-functional integration between operations
and marketing on negative critical incidents. Total Quality Management & Business
Excellence, 28(11-12), pp.1357-1377.
Forsten-Astikainen, R., Hurmelinna-Laukkanen, P., Lämsä, T., Heilmann, P. and Hyrkäs, E.,
2017. Dealing with organizational silos with communities of practice and human resource
management. Journal of Workplace Learning, 29(6), pp.473-489.
Neill, M.S. and Jiang, H., 2017. Functional silos, integration & encroachment in internal
communication. Public Relations Review, 43(4), pp.850-862.
Ricciardi, F., Zardini, A. and Rossignoli, C., 2018. Organizational integration of the IT function:
A key enabler of firm capabilities and performance. Journal of Innovation & Knowledge, 3(3),
pp.93-107.
Rydzak, F. and Monus, P.A., 2018. Shaping organizational network structure to enable
sustainable transformation. System Dynamics Review, 34(1-2), pp.255-283.
Willcock, D.I., 2016. Collaborating for results: Silo working and relationships that work.
Routledge.