Enhancing ASDA's Reach: An Integrated Marketing Communication Plan

This report evaluates ASDA's current marketing communication strategies and proposes an integrated marketing communication plan to enhance its reach, particularly through social media platforms. It identifies that ASDA has less social media presence compared to competitors like Tesco and Sainsbury's. The plan outlines communication objectives, justifies channel selections, and details marketing activities designed to attract more online customers and increase online order value. The report also includes a critical evaluation of the proposed plan, offers recommendations for improvement, and emphasizes the importance of integrated marketing communication for achieving competitive advantages and improving brand image. It covers various marketing channels like SEO, social media, email marketing, print marketing, referral marketing, and website marketing, analyzing their effectiveness in achieving communication objectives and their impact on brand value and customer engagement.

INTEGRATED
MARKETING
COMMUNICATION

EXECUTIVE SUMMARY
Marketing is one of the effective element that is responsible for increasing the values and sales of
the company in effective as well as efficient manner. The presented report mentioned variety of
the communication platforms which deliver assistance in increasing the value of the company
and attracting the large numbers of customer. For the success of the business it is important to
have the communication objectives to accomplish the success in the marketplace. In this report,
it has been identified that ASDA is currently having less accessibility to social media platform as
compared to its competitors such as Tesco & Sainsbury’s. Accordingly, integrated marketing
communication plan has been developed for the company in order to ensure how ASDA could
enhance its reach to the target audience through social media platforms where the company will
measure its achievement through the number of online customer and online order value per
customer.

Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluation of various marketing channels and how they serve communication objectives ......3
Communication objective and justification of the selection and integration...............................6
Creation of detailed marketing communication plan...................................................................7
Critical evaluation of marketing communication plan...............................................................12
Justified recommendations for improving marketing communication plan..............................13
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................15
Books and Journals....................................................................................................................15

Introduction
Marketing communication is refers to the process in which the business organization
communicate with the targeted audience and increase awareness among them for increasing the
productivity and profitability of the organization. It is considered one of the effective way of
dealing with the customer and increase the awareness about the product and services of the
organization. With the marketing communication the business enterprises are able to deliver the
right information to the right customer (Hanoverian, and et.al., 2019) .
The present report is based on the Marketing communication of ASDA store limited company
which is considered as the British supermarket chain. The organization is obtaining continuous
success in united kingdom marketplace headquarter of the association is located or established
in the Leeds, united kingdom. The company offer wide range of product and services to the
consumer in order to satisfy the customers. The production of the company includes all the
groceries in effective as well as efficient manner. It is retail company which aim to provide
easier life of the consumer and deliver the best services to the consumer. Basically the ASDA is
a British supermarket chain
The report will determine the various types of marketing channel and their contribution in the
communication objective of the organization. Furthermore, the report will develop the
communication objective for the organization and deliver the justification for the selection of the
particular channel. The report will develop the marketing plan for meeting the communication
objective of the association and evaluate the communication plan.
MAIN BODY
Evaluation of various marketing channels and how they serve communication objectives
The marketing is one of the essential element for the business in order to increase the awareness
about the brand and the productivity of the company in effective as well as efficient manner. As
it is one of the leading company of the united kingdom the organization used the marketing
communication plan for promoting the commodity and services of the organization. With the
utilization of the marketing communication the organization is able to reach the customer in
short period and deliver right product to the right customization. It is responsibility of the
organization is to deliver adequate information to the consumer for meeting their perceptive of
buying the commodity of the company. organization Basically the marketing communication

deliver huge support in accomplishing the goals and objectives of the organization. Along with
that the organization is developing the better relationship with the consumer due to that able to
survive in the marketplace (.Amin, and Priansah, 2019) .
The organization considers various marketing plans for accomplishing the communication
objective of the ASDA store Ltd. The objective of using the marketing communication strategy
is to attract large numbers of the customers and increase the sales of the company to earn more
profit as well as enhance the productivity. The marketing communication channels are
mentioned as follows:
SEO: it is considered as the vital element for the success of business enterprises. It is the process
of promoting the product and services for increasing the sales of the company. On the search
engine optimization the organization deliver the advertisement for the product and services of the
company in order to attract the customers and satisfy them. The ASDA company is using this
tool to approach the customer and deliver sanctification by offering the productivity as per the
taste of the individual person. The organization utilized the SEO for searching the best product
and on the basis of that the consumer form the decision and develop mindset for purchasing of
the product. It develops the traffic on the internet and deliver the best solution to the consumer
of the ASDA. It allows the consumer to make comparison between the brands product and
competitors product (Grudzewski, and et.al., 2018). On the other hand the variety of the
advertisement create confusion for the customers.
Social media: in them modern era it is one of the demanding tool which many organizations are
utilizing for approaching the customer along with ASDA. For developing the interest of the
consumer the organization deliver the updates to the consumer about the new product, features ,
innovation and offers which the company offering to the clients. It is contributing largely in
increasing the brand value in the marketplace and most of the people spend their precious time
on the various social media platforms that includes Facebook, Instagram, snap chat, Pinterest,
whatsapp and many more. With the utilization of the social media plan the association is able to
determine the market trend, taste and preferences of the consumer in order to deliver the
effective product to the consumer. Along with that the administration develop the personal
business relationship with the consumers of the organization for the long period of time. Apart
from that it deliver assistance in delivering transparency and build the trust f the consumer
(Kisiołek, Karyy, and Нalkiv, 2022). The biggest advantages is that it increase the presence of

the company in the domestic as well as international marketplace. And the disadvantages is that
the people spread the negative reviews and comments on the organization. Along with that it is
time-consuming process.
Email marketing: it is the suitable for the business class people as the people widely used in
their day to day life. For increasing the awareness about the product and services the company
send mail to the consumer regarding lunching of new commodity, discount, facilities and
innovative services. Due to that the association is able to acknowledge the consumer and attract
toward the brand of the company. It delivers assistance in keeping the consumer engaged in the
product and services of the company. Through the assistance of email marketing the organization
is able to resolve the issues of the consumer associated with the organization. With the
utilization of the email marketing there are chance of increasing the risk of spamming by the
client as sometimes it irritate the consumers or the recipient of email.
Print marketing channel: the organization also utilized the print marketing advertisement by
deliver the on billboards, television and radio. Due to that the large numbers of the customers
are able to approach the consumer in effective as well as efficient manner (Yoga,, Korry, and
Yulianti, 2019). Apart from that the organization is able to increase the presence of the company
in the marketplace. Along with that it motivate the workers to checkout the product of the
company. For the attraction of the consumer the company used the tagine and deliver the unique
selling price. It adds the values in the position and market segmentation of the company. The
cons of using this advertisement or the communication mode s that it increase the expenses of the
company and reduce the profitability of the company. With the print marketing it is difficult to
target the specific consumers.
Referral Marketing: it is considered as the free marketing process that promote the commodity
of the company. In this marking the existing user or the buyer introduce the product and services
to the family and with the close one. Basically the individual person recommand the product to
the people for the own welfare. In the referral marketing the customer share the post on their
social media account. The social media influencer are also considered as the art of referral
marketing as they encourage their fans to buy the product of ASDA. The satisfied consumer of
the organization provide feedback comments on the product and services(Blakeman., 2018). It is
responsible for increasing the brand value in the marketplace. The feedback reviews can be
negative as well as positive as per the experiences of the customers. Sometime the customers

also deliver the issues they face at the time of purchasing the product and services. With the
support of that the organization is able to improve the value of the brand in domestic as well as
international marketplace. Sometimes it decrease th sales of the company as some of the
customers make nagative comment and negative refferals to the other peoples.
Website marketing: in order to increase the sales of the company and satisfy the large numbers
of the customer the organization deliver the post and convinces them to must visit on the online
as well as offline platform of the organization. It delivers huge support in boosting the
confidence of the consumer. It delivers opportunity to the organization to determine the
requirement and marketing trends in an appropriate manner (arrigo, liberati, and mariani, 2021).
It increases the issues of privacy and security as it collect the information which is private to the
consumers. Along with that it increase the higher competition in domestic as well as
international marketplace.
The integrated marketing play huge role in enhancing the growth of the organization as it make
sure that the employees of the association are working on the platform properly or not. It is
considered as the vital as it make sure that the organization is delivering right information to the
adequate candidate for developing their inters and attracting toward the brand. Furthermore, it
delivers assistance in improving the image of the brand in domestic as well as international
marketplace. Moreover, it provides huge support in boosting the profitability of the company
and defeat the competitors presenting in the marketplace. Integration of the marketing
communication is important for offering the competitive advantages and highlight the
uniqueness of the company. Along with that the company has the opportunity to improve the
quality and standard of the product as it allow the association to collect the feedback from the
large numbers of the customers(Mulyana, Briandana, and Rekarti, 2020) .
Critical evaluation of marketing communication plan
The current marketing communication plan of ASDA will be critically evaluated in this section
of the report on the following grounds.
Communication strategy: The communication is largely done through television media helping
ASDA in conveying to a large number of target audience over a long run. Almost all the
marketing message of the company reveals its lower pricing strategy and ensures
reasonability and affordability of its products (Adebiyi and Bello, 2018). This in turn is
advantageous for the company in targeting price conscious customers and middle income

group people. However, large group of customers are also quality conscious who prefer to
pay more for higher quality and this customer group generally avoid buying from ASDA
stores as they consider their product to be of low quality.
Channel choice: There are several channels through which ASDA market its products such as
print, broadcast and social media. Also, dropping catalogues and leaflets is a written
communication method to indicate all the products available at its stores. Leaflets are send
to customer’s houses from which they can determine the prices, promotions and
specifications associated with the product. However, ASDA has less accessibility to social
media platforms for promoting its products & services which is one of the necessary
marketing tool of the contemporary world. Accordingly, ASDA faces competition from
Tesco and Sainsbury’s due to their aggressive social media marketing.
Creative content: The marketing message of ASDA has the characteristics such as USP,
emotional appeal to customers and informative form of marketing message. Accordingly,
customer’s attention can be grabbed easily (Juska, 2021). However, the element of brand
image is missing in its marketing message which could indicate unique brand recognition
and differentiation from competitors.
Success of monitoring: Whether the plan get succeed or not can be determined through
measuring actual performance against the SMART objectives of ASDA. If the average cost
of customer acquisition would be higher than the average profitability would be lower and
the additional acquisition of customer would not be profitable for ASDA. To measure the
success of marketing communication plan, the website traffic, online orders and their value
and number of new customer acquired will be monitored.
Critical evaluation
Communication of offers and other promotional activities are done through television. However,
they are required to include other promotional tools as well such as social media marketing
and influencer marketing which are considered as the emerging tools generating better
outcomes for the business. This also adds to the poor choice made for the channel of
communication leading to ASDA facing tough competition from competitors such
Sainsbury’s & Tesco who are excessively using these platforms for marketing in order to

generate higher customer lead. For better creative content that is above what just the
marketing message included in television advertising and could be opted for by marketers at
ASDA is blog posting and developing website content which includes customized images &
photos, audio as well as video. ASDA’s competitors are following this, while ASDA is
lacking behind in this aspects.
Impact of marketing communication plan: The above SMART objectives and marketing
tactics would be helpful in meeting the marketing and business objectives in the following
manner:
Brand earnings would get increased through constant revenues generated by publishing
advertising with appropriate schedule.
Expenditure would be minimized as a result of higher demand for the products through effective
marketing communication and to meet this increased demand production will get increased
which in turn would reduce cost per unit (Porcu and et.al., 2019).
Continuous advertisement would be helpful in creating positive impact over customer’s loyalty
leading to higher sales and greater market share which in turn would led to long term
business growth.
Justified recommendations for improving marketing communication plan
The following recommendations can be given for improving current marketing communication
plan:
The promotional activities should be done through social media platforms which are considered
as the most effective marketing tool of the contemporary world reaching to a large group of
customers.
It is to be recommended that ASDA should concentrate on keeping its marketing budget low in
order to ensure higher profitability per new customer acquired (Pisicchio and Toaldo, 2021).
ASDA should not restrict its marketing and pricing objective in the area related to lower pricing,
high affordability, etc. which the company is currently doing to target customers with
moderate means. However, they should concentrate on higher value to customers as w ell
and also should go for targeting higher income group customers. This is because, better

quality products that are priced higher is considered as the good way towards achieving
business goals and objectives.
Communication objective and justification of the selection and integration
The objective of marketing communication is to increase the awareness among the people and
boost the sales of the company's product and services in an appropriate manner. Along with
that the organisation objective is to develop the long term relationship with the consumers of
the organisation and provide satisfaction to the buyer. It further help the company in
improving the productivity and services of the compand. The another objective is to defeat
the compositors and lea the domestic as well as international marketplace. The AIDA brand
willing to improve the way of increasing the brand awareness among the people and keep
them up to date with the modification in the associations product and services. Along with
that with the assistance of the communication the company increase the brand loyalty so the
byers will not with toward different brands(Kushwaha, Singh, Varghese, and Singh, 2020).
The main objective of using this plans of action is to change the buying perspective of the
buyers and develop the interest of the consumer in the organisations productivity. Basically
the management of the association willing to encourage the customer for increasing the sales
of the company and contribute in improving the services of the company. Apart from that
the objective of the company is to influencers the buying division of the buyers and attract
them toward the program of the company.
The company used the digital marketing media for the effectiveness in the domestic as well as
international marketplace. It is the fastest way to interact with the customers of the
organization. In the current period of time most of the population considered the social
media platform for determining the quality and standard of the product. It allow the
organisation to grow higher by increasing and spreading awareness about the commodity
inside and outside the boundaries. Many of the consumer make the decision of buying the
product by impression of the product that the company deliver through the advertisement
post. It bring the conversation and interaction among the people and resolve the issues of
the consumer in effective as well as effective manner. Apart from that it boost the network
of the company in different marketplace. It will make easy to target the customers of the
organization (Loučanová, Olšiaková, and Dzian, 2018). It increase the stratification of the
consumer and offer better experiences to them. Apart from that it is easy for the company

to exchange the idea and creativity with the other people. With the assistance of that the
organization is able to keep an eye on the services and the productivity of the competitors.
Along with that it will be the easiest process to determine the performance of the company
and the value of the brand in the marketplace. Therefore the company is using the social
media and digital media for the marketing of the product and services of association (Raja,
2020).
Creation of detailed marketing communication plan
Integrated marketing communication strategy
Integrated marketing communication aims at defining the company’s marketing communication
disciplines and its strategic roles in ensuring clarity, consistency and greater communication
impact over the target audience. With the help of SOSTAC model, the marketing
communication plan for ASDA has been developed.
Situational analysis
Currently, ASDA is excessively using television advertising as its promotional tool while having
lack of accessibility to social platform in order to perform its marketing activities.
Objectives
ASDA has adopted integrated marketing communication strategy where unified message through
a common slogan “Get the ASDA price feeling” across all medium of communication is
used. Through this, they showcase that they are concern about their customer’s
consciousness towards the price than just providing greater value products (Laurie and
Mortimer, 2019).
Objectives of ASDA
ASDA’s integrated marketing communication strategy is in alignment with its mission which
involves:
“ASDA wants to become Britain’s best value retailer which value to customer must be always
higher than what customer needs”.

Also, the long term objectives of ASDA with regards to the fulfilment of its mission are as
follows:
To produce & offer product & services that must be highly affordable for everyone.
ASDA’s aim is to ensure greater value to customers through extending respect to each of its
customers, no compromising in quality and better customer services to ensure customer
delight (Duralia, 2018).
Communication objectives
Reach target audience as much as possible.
Enhancing customer awareness about the existing and upcoming products of the company
Motivating customers to explore more about the company’s product and services, so that
enthusiasm can be created among target audience to buy company’s product and visit the
stores frequently.
Communication should ensure immediate purchase by turning new customer lead into actual
sales (Porcu and et.al., 2019).
To deliver right message to customers through adopting appropriate media for giving
communication regarding usage, benefits and services attached to the products and services.
SMART objectives
To acquire 30000 new online customer and 35000 store visitors till the end of this financial year
by keeping average cost of acquisition at £ 20 and the average profitability at 7%.
Increase the order value of sales taking place at online platforms to on an average £50 per
customer by the end of this quarter.
Strategy
STP analysis
To determine the target audience of the company, the STP analysis would be helpful in
identifying how ASDA has segmented its target audience, whom they are targeting
specifically and how they have positioned itself in its target market.

Segmentation: ASDA has chosen that segment of the total market which is desiring for
groceries and products necessary for daily lives. The segmentation is done on several
grounds which involves demographics, income, prices and location (Englund and et.al.,
2020). In terms of demographic segmentation, customers either male or female are targeted
who prefer to buy daily life products from ASDA supermarkets and accordingly,
communication through television is done to cater to the large number of customers. In
terms of geographic segmentation, the company communicates with its target audience
across the globe through social media and website marketing tool. Usually, the target
audience of ASDA are from middle income group and accordingly, the communication tools
such as sales promotion, personal selling, etc. are selected to reach the target audience.
Targeting: ASDA has a strategy of targeting married living people or families with moderate
means and accordingly adopted reasonable and cheap pricing strategy to attract the desired
customer group on a large scale.
Positioning: ASDA has positioned itself as a cheapest market destination of UK which offering
quality products necessary for leading daily lives.
Tactics
Promotional media / Marketing communication tactics
A mix of promotion medias such as print, broadcast and social media (Widjaja, 2022). The
different vehicles under these promotional media through which marketing communication
will be done are as follows:
Print media would be the most cost effective tool for carrying out marketing communication
through vehicles such as:
Newspapers: Ads would be helpful in directly influencing and grabbing the attention of readers.
Also, effective ads could be placed through pictorial representation and use of animations.
Magazines: Suitable for promoting products and services among middle income group. ASDA
has its own magazine known as Good living.
Broadcast media: It includes television and radio where the media helps in placing good
impression over target audience along with the ease of grabbing attention of target. ASDA

will be going to aggressively air its advertisements through television and radio to target
large number of customers on a long term basis.
Social media: It includes official website of the company, Facebook and YouTube will be used
for posting advertisement promotional material among large number of audiences to
generate higher customer leads and to attain the desired conversion rate and customer
acquisition rate.
Celebrity endorsement: Several celebrities such as Richard Beckinsale, Victoria Wood and
Leonard Rossiter are some of the famous personality of UK. ASDA will promote its
products where the power of celebrity will be used for referring the products.
Action
Marketing communication channels
By adhering to its aggressive marketing policy to ensure higher brand visibility, ASDA will
adopt several promotional medias for communicating its brand among target audience such
as print media (newspaper, leaflets, billboards and hoardings), broadcasting media
(television and radio), digital medias (website, YouTube) and social media (Facebook,
Instagram and Twitter). A mix of marketing communication channels will be used to create
positive brand equity among the target audience (Juska, 2021). To ensure integrated
marketing communication, a common tagline that is “Get the ASDA price feeling” must
accompany its advertisement from each marketing communication channels. This will be
done to ensure easy attention from customers, building good image of the brand and
ensuring easy brand recognition for higher brand loyalty.
Whatever advertisement will be given by any means; the following factors will always be taken
into consideration:
The primary concern for each advertisement would be on reasonability or affordability of
products offered by ASDA.
All the standards within UK that are meant for healthy food practices will be adhered to while
promoting food products among the target audiences.
Creative communication strategy

To ensure creativity during marketing communication, it is necessary to create a message on the
basis of audience’s pain points and delivering the same through emerging technologies or
the way through which communication can be done to large audiences. In an integrated
marketing communication, creative communication strategies are adopted by taking into
consideration the two most important element (Blakeman, 2018).
Message strategy
It involves the information that the company uses in order to give details about its products &
services to the target audience. It is necessary to choose right message to reach ultimate
customers as message are deemed to be having direct impact over customer’s buying
decision. ASDA message in its all marketing communication is related to reasonability and
affordability of its products. ASDA is planning to use its similar slogan that is “Get the
ASDA price feeling”” to emotionally appeal to its target audience which is highly restricted
to price conscious customers. The message of the company is strong in itself in terms of
appealing customers about its product affordability and in turn acting as a strength for the
company in developing good market position (Pisicchio and Toaldo, 2021). There are
several strategies used by companies to create message for marketing communication and
ASDA’s message strategy will be having the characteristics such as emotional, informative
and unique selling proposition.
ASDA’s message is very clear & consistent with its mission and long term objectives which
would focus specifically on the following areas:
Creation of brand awareness
Giving appropriate knowledge to customers
Promotion of organic products
Reasonable prices of products & services leading great savings for customers every day.
The unique selling proposition of ASDA is that it would always be connected with its target
audience through multiple marketing or media channels in order to serve them as and when
needed.
Message execution

ASDA’s message execution strategy would be attractive which will clearly highlight the aim of
the company and how the product would be beneficial for the target audience. The following
points shows how message would be executed with the help of promotional activities
(Kushwaha and et.al., 2020).
Message appeal: There are several options available for conveying message to the target
audience and ASDA has a strategy of appealing emotionally to its target audience. This is
because the target audience of the company are largely restricted to middle income group
and to convey reasonability of the products, message emotionally appealing is a good
option. ASDA’s message clearly defines the company’s reasonable pricing strategy.
Style of execution: The message is executed in a descriptive form to target the middle class
customers in terms of how the products & services offered by ASDA leads to attractive
savings for their customers every day. Such style will be beneficial for ASDA in educating
benefits and value to its customers.
Control
Web analytics will be used for social media marketing and website marketing to determine
whether the adopted communication plan is potential for generating desired number of
online customers as well as higher order value in set time frame. Further, the customer
satisfaction survey would be undertaken to determine what changes are required in the
communication plan to serve customers in a better way.
Conclusion
From the above report it will be concluded that the marketing communication play huge role in
improving the standard of the company. Along with that it deliver hug support in
accomplishing the goal of the association. With the support of marketing communication
the AIDA company is able to survive and accomplishing the growth in the marketplace.
The company is utilizing the marketing communication plan of action for improving the
brand image, spreading awareness, acknowledge the people with the product and services of
the association and generating higher profit from domestic as well as international
marketplace. The present report highlighted that marketing communication to deliver the
best experiences to the consumers of the organization. Along with that the report

highlighted further marketing plan for the welfare of the company. Furthermore the report
shade the objective of the company is to generate 3000 online customers and 35000 offline
customers with the utilization of the online platforms. The organization able to increase the
efficiency and the effectiveness of the company.

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