Crockett & Jones: Integrated Marketing Communication Plan Analysis

This report provides a comprehensive analysis of Crockett & Jones' integrated marketing communication (IMC) strategies. It begins with an introduction to IMC and its importance, followed by an overview of Crockett & Jones, a renowned shoe manufacturer. The report then delves into Task 1, examining various marketing channels like social media, TV advertisements, and direct marketing, evaluating their advantages and disadvantages in serving communication objectives. Task 2 focuses on defining current communication objectives for Crockett & Jones, critically evaluating these objectives, and justifying the selection and integration of communication channels. Task 3 presents a marketing communications plan designed to meet the company's objectives. Finally, Task 4 critically evaluates this plan, assessing communication strategy, channel choices, and creative content. The report concludes with a summary of findings and recommendations for improving Crockett & Jones' marketing communication efforts.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different types of marketing channels and how they serve communication objectives in an
organisation............................................................................................................................3
TASK 2............................................................................................................................................7
P2 Communication objectives for organisational situation....................................................7
P3 Justification for the selection and integration of communication channels......................8
Recommendation....................................................................................................................9
TASK 3............................................................................................................................................9
P4 Marketing communications plan for meeting communicational objectives of business
situation..................................................................................................................................9
TASK 4..........................................................................................................................................15
P5 Critically evaluate marketing communication plan in respect of communication strategy,
channel choices and creative content...................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Integrated marketing communication defined as a concept that is used by the
organisations in order to ensures that the communication as well as messages of businesses are
properly linked. IMC refers to the integration in all the promotional tools that ensures their
harmony in efforts in order to meet objectives and goals. This will help in gaining competitive
edge and improve the sales as well as profits along with the facilitating customers loyalty. With
the help of IMC marketers require to be promote their brand by appropriately integrating with
the relevant tools of marketing in order to get better productivity and results. This also assist in
saving extra costs because it helps in minimising the duplication of work and adopt creative and
strategic plans. In this report Crockett & Jones is chosen which is a well reputed shoe
manufacturer and having their retail shops across the London. This company was established in
1879 and main office of company situated in Canary Wharf, London in England, UK. In this
assignment, different kinds of communicational channels and their critical evaluation are
discussed along with that how they serve communication objectives in an organisation. Current
objectives and their evaluation with the proper justifications for choosing integrated marketing
communication. Lastly makes marketing communicational plan in order to meet the business
objectives effectively and critically analyse those plan in respects of several strategies, channels
and creativity.
TASK 1
P1 Different types of marketing channels and how they serve communication objectives in an
organisation.
Overview of Crockett & Jones
It is a well reputed and established shoe manufacturer of United Kingdom that
headquarter in Canary Wharf, London. This company was established in 1879 by Charles Jones
and Sir James Crockett. C&J mainly specialised in producing Goodyear welted footwear as well
as famous for the traditional styles. In the beginning it was supplying their products in UK only
but after the 1910 it was starting to export their offerings to South Africa, Australia, USA etc.
Currently, it have 12 retail shops and concessions in London, Paris, New York, Birmingham,
Brussels that are operating mail order services to their existing and new clients.

Marketing communication: Integrated marketing communication includes those
communication methods which are used by a company to deliver messages related to the product
or services offered by them. There are numerous channels used by Crockett and Jones to promote
their product and services which helps them to reach to their customer and enhance performance
of business.
Different communication channels
Social media: Social media is a tool for E-marketing communication which is used to
enlarge sales by forming brand image in the market. This includes showing contents related to
organisation's product or services on the social media profiles to engage customers and instantly
taking feedbacks. Crockett and Jones uses social media as a marketing communication tool to
modify their communication with their customers so that they are able to capture huge customers
and solve their queries. They are using social media as their communication tool to make their
customer aware which bridges the gap between company and customers. This is helpful in
increasing sales to Crockett and Jones and eliminating the problems arising in solving problems
of customer. It includes social media advertising, community blogs, image sharing sites etc.
TV Advertisements: TV advertisements are direct tool of marketing communication, as
it refers to a general method of advertising and promoting the products and services of a firm.
Crockett and Jones are using TV commercials to advertise their leather shoes and to publicise
them by showing their qualities, unique features and any offer which is prevailing in the market.
This would help in reaching towards a larger mass of audience. TV advertisements helps to grab
customer's attention as they consists of creative video and sounds. With the help of TV
advertisement, Crockett and Jones can achieve their sales target and customer satisfaction.
Direct marketing: This is one of the most effective tools of marketing communication.
Under this method, spontaneous feedback is taken from customers to understand about customer
preferences. In direct marketing firstly the market is divided into segments and the most profit
generating segment is to be selected as a target market. This method is creating highest
opportunities to Crockett and Jones as costumers are reached directly without any barrier and
alteration in information. Direct marketing includes personal selling, direct mail, live marketing,
print media marketing, website marketing etc. This is helpful in generating unaltered customer's
reaction or perception towards products or services of Crockett and Jones so that they are able to
meet customers expectation by improving their product with the help if feedbacks.

Critical evaluation of marketing channels
Social media -
By using social media marketing as channel to establish communication with customers
Crockett and Jones may have following merits and demerits:
Advantages Disadvantages
 This covers large audience which are
keen to buy products of Crockett and
Jones that develop greater opportunity
to grow and to sustain.
 This enhances the customer serving
ratio and ability to solve customer
feedback as it involves internet as a
mediator so real time feedbacks can be
taken and solved.
 It is a low cost method since internet is
only the major source required so it is
an economical method for Crockett and
Jones.
 Using Social media channel, helps
Crockett and Jones in establishing a
direct connection with the customer so
that queries of them can be mitigated
timely.
 This covers only a particular segment
of people as everyone is not preferring
social media as a tool.
 There is a threat of hacking or leaking
of personal data, so for this Crockett
and Jones needs to implement safety
measure which may increase their
overall cost.
 Social media is not reliable as a sole
marketing communication channel so
Crockett and Jones is required to set up
different channels other than this so it
can decrease their profits.
 All reviews are seen by all individuals
either it is positive or negative so the
negative feedbacks creates bad image
of company in front of people.
TV Advertisement
Crockett and Jones gains a number of advantages as well as disadvantages for using TV
advertisement as their marketing communication channel, which are mentioned below:
Advantages Disadvantage
 The message is cleared conveyed to
customer by the help of TV
 This require heavy capital to be
invested.

advertisement so this aids to better
understanding of product of Crockett
and Jones and provide better services
on customer problems.
 Cost of marketing the business is much
lower than other channels, as TV
commercial is transmitted and watched
by people at large.
 Advertisement develops emotional
relations with viewer, which leads to a
proper flow of communication.
 There is no certainty that advertisement
is being watched.
 The advertisement become less
effective as the repetition of
broadcasting increases.
 This is a time taking process so
immediate feedbacks from the
customers cannot be taken out.
Direct marketing
Crockett and Jones is currently facing so many advantages and disadvantages by using
direct marketing tool for communication:
Advantages Disadvantage
 It creates customer integrity and
customer awareness so establish better
communication lines.
 This is a customised and an effective
approach so problems of customer can
easily be solved.
 This is a measurable and transparent
tool so it is easy to identify the effect of
communication as immediate feedback
is obtained
 Cost per customer is very high as at a
time only a few customers can be
served.
 This may hamper the brand value of
Crockett and Jones as direct
interactions are neglected by customers.
 Under direct email method it is possible
that huge messages are received by
customers as it increases the chances of
getting ignored.
 This includes personal communication
so brand image can be hampered by
behaviour of one person.

TASK 2
P2 Communication objectives for organisational situation.
Communicational channel of integrated marketing defined as an appropriate mode of
delivering clear message to their customers regarding company's offerings. It is essential aspect
of the well managed and easy campaign of marketing which helps company in order to come
with a idealistic customers as well as influence them for taking participation in business activities
(Marconi and et. al., 2017). The system of integrated marketing communication is adopts by the
C&J in order to make appropriate plan for the purpose of communicating with their customers.
Business situation:
C&J is a leading blue chip company which is established in Canary Wharf, recently a
firm is suffering from an issue in their communication marketing in London, UK. It has faced
challenges in managing promotional activities as well as handling customer complaints towards
the offerings of company. This will lead towards the dissatisfaction feeling of customers and
reducing the sales and profit margin of business. Sudden decrement in the company's revenue
leads towards the reducing potential clients as well as market shares of company along with the
brand image. This type of business situation highly effect on the stakeholders relations of
organisation. So that Crockett & Jones requires appropriate strategy in order to implement in
company for raising positive impacts along with the better relationship among stakeholders.
Effective use of communicational channels within the integrated marketing will result in
regaining the market shares and develop positive and effective perception of customers towards
the brand image and their offerings.
a) Current communication objectives:
Present communication objectives of Crockett and Jones are related to the discovering of
better marketing communication transmission according to the appropriate budget to increase the
production of men's and women's footwear along with the major three collections supplied for
the men like hand grade collection, main collection, shell cordovan collection and very limited
range of low heeded shoes and boots are manufactured for women. The company advert for
increasing the awareness, customers positive behaviour, encouraging to buy offerings as well as
disheartening clients in substituting products of company ( Kerr and Kelly, 2017).
Some of the current communication objectives are as follows:

 To position their shoes as easily approachable to the customers in near future like in 1
year.
 To generate approx. 60% awareness of their products in order to increase sales.
 To increase their brand awareness in respective 6 months by 25 to 40%.
 To reposition the company C&J as an upmarket business material.
b) Critical evaluation of organisational communications objectives:
The company Crockett & Jones have clear objectives of market communication that will
positively helps in dealing with the market challenges and leading the competitive market
position. This will increase brand value in manufacturing shoes as per the expectations and
demand of customers which will rise in the sales as well as profit of company. Whereas,
adversely it impacts on the cost and prices of products because company need to spend more
amount on using communicational channels and achieving those objectives so that the budget
estimation of company will not be appropriately managed and control. As company will be use
direct marketing in order to improve or raise the accessibility of their offerings for the purpose of
gaining competitive edge in the market. Television marketing will be exercised by the C&J in
order to encourage their brand awareness in the market for getting long term sustainability. Also,
company will adopt social media marketing as a communication channel for raising their sales
and profits by promoting goods and services.
P3 Justification for the selection and integration of communication channels.
Crockett and Jones uses different type of communication channels to achieve
organisation objectives so that harmony can be created in the organisation and sustainability can
be increased (Keller, 2016).
By using social media marketing channel, Crockett and Jones is able to engage customers by
posting product related content on social media platforms. With the help of this tool they will be
able to get instant feedback on real time basis and attain objective of increasing profit and sale.
This method can enhance opportunity to grow as it is easy to cover more customer in social
media so it leads to solve queries in an effective manner. This involves low cost and maintains
direct connections with customers. Adversely this covers only a segment i.e. the person which
are using social media will only be served through this method (Juska, 2017). This creates fear of
hacking and malware so can never be used as a sole technique for marketing communication.

By using TV advertisements as a marketing communication tool Crockett and Jones can
support their daily tasks with proper control and planning. As it is a transparent tool of marketing
communication this can provide better customer services. It encourages affectionate relations
with the customer so generate proper flow of communication. Similarly it requires heavy capital
to be invested as advertisement requires a script and some actors for the skit. The risk of
effectiveness increases as repetition increases that means as repetition of advertisement increases
the advertisement become less effective so this create gap between customer and organisation.
Further it is a lengthy process so immediate feedback can not be obtained.
Lastly by using direct marketing tool for marketing communication Crockett and Jones
can enhance human relations within the organisation and outside the organisation this will help
the organisation in planning and coordinating communication channels for future activities. This
is a helpful channel to aware customer and solve their queries. As it is a one to one
communication channel so spontaneous feedback can be collected (Henninger, Alevizou and
Oates, 2017). On the contrary it is associated with entertaining a very few customer at a time so
it is a costly approach. Usually customer do not prefer direct engagements with the companies so
chances of getting ignored are high.
Recommendation
It is to be concluded that for Crockett and Jones it is beneficial to use TV advertisement as a
channel for marketing communication as with the help of TV commercial thy can fully
demonstrate their product and since it a manufacturing concern for every alteration research is
required to be done so immediate reaction from, customer is not so important. Feedbacks can be
generated from customers when they are coming to but product at the store of Crockett and
Jones. As it is associated with involvement of large public it is advantageous for Crockett and
Jones to use TV advertisement and attract customer to enhance sale and profit.
TASK 3
P4 Marketing communications plan for meeting communicational objectives of business
situation.
A marketing communication plan refers to the strategy that are used for facilitating
awareness to their target market or customers regarding the company's offerings. This plan
contains the communication objectives, strategies, budget, communication mix and many other

things as well (Fill and Turnbull, 2016). The communication mix helps in analysing the different
ways in order to promote goods and services to the target market by formulating and
implementing appropriate strategies. The objectives of IMC plan helps in examining the
audiences and create message for delivering to their customers by using appropriate mode or
messengers. In order to deal with the communicational issues of Crockett & Jones and
accomplishing communicational objectives there is the requirement of formulating IMC plan
which can be considered as follows:
Integrated marketing communication plan:
As the marketer of C&J use integrated marketing communication plan in order to
engaged with their customers and effectively integrate with the communication channels for the
purpose of attaining entire objectives of marketing as well as businesses. In the implementation
of IMC plan several stages are considered that includes (Felix, Rauschnabel and Hinsch, 2017).
Illustration 1: Integrated Marketing Communication Plan
(Sources : Integrated Marketing Communication Plan)
Situational analysis:

It is essential for the Crockett & Jones to identify the internal as well as external
environment effectively in order to know about the organisational resources and competencies
along with the opportunities and customers (Dahl, 2018). In order to do situational analysis of
C&J SWOT analysis can be made that are as follows:
SWOT analysis:
SWOT analysis is a framework that helps in identifying strengths so that market
opportunities can be recognised for future expansion and growth and weaknesses can be
admitted which leads to future threats (Prasad and Kumar, 2016). SWOT analysis of Crockett
and Jones is analysed as under:
STRENGHTS:
 They are involved in CSR activities which leads to create better value in brand of
Crockett and Jones.
 They have a good brand image because of some after sale services provided by
them as they render repairing or changing of sole of a shoe irrespective of the year
of purchase.
WEAKNESSES:
 As it is a luxury brand so not affordable for every class of people.
 Inefficiency of supply chain management which has impact on process of production due
to which this affects availability of finished goods (Clow, 2016).
 Crockett and Jones is dependent on UK market for their growth and development.
OPPORTUNITIES:
 Crockett and Jones can expand their business in other countries because markets are
flourishing that will provide opportunity to growth and widening.
 Crockett and Jones may sponsor some events to enhance brand recognition.
 Crockett and Jones can acquire some of the manufacturers to flatten the hold on supply
chain management.
THREATS:
 As Crockett and Jones is operating its business in more than one country so it
faces risk of currency exchange.
 Crockett and Jones facing a level competition from its rivals from national and
international other brands as well.

 In the market it is easy to find similar pattern shoes with lower prices so this
duplication may hamper Crockett and Jones.
Analysis of SWOT:
As Crockett and Jones should find out the future market opportunity so that they can expand
their business and get sustainability (Tafesse and Kitchen, 2017). They should over come from
threats as by using their strength and enhancing their strength. Crockett and Jones. Should focus
on eliminating their weaknesses by contentious improvements and market research.
Marketing communication objectives:
The main aim or objective of C&J related to the integrated marketing communication is
to properly integrate their business idea to their target markets in order to attract large number of
customers for purchasing their offerings. In this, SMART objectives are prepared which stands
for specific, measurable, achievable, realistic, time bound. As C&J is a well reputed retailer and
manufacturer in London, England which has been started exporting their offerings into other
countries like USA, Argentina, Australia, South Africa. Thus, the company plans to make their
products more popular across the world for the betterment of company (Clarke, Friese and
Washburn, 2016). Hence, the Crockett & Jones develops their objectives in order to promoting
their brand and products such are as follows:
 To increase the marketing communication as well as promotional strategies in order to
raise Crockett & Jones profitability.
 To improve the brand awareness in the market within 1 year by 35 to 60% across the
world.
 To encourage the entire sales as well as productivity by 20% within the upcoming 6
months.
Marketing communication strategies:
It is considered as a most appropriate stage of integrated marketing communication plan
that are used by the Crockett & Jones in order to reach their target customer's by using various
communicational channels. As there are several ways of communication such as relation
marketing, internet marketing, word of mouth, paid advertisement, door to door sales and so on.
The company C&J aims to create their brand awareness with increment in target audiences in
order to grab huge market shares. Mainly, the company uses internet marketing in order to
achieve their communicational objectives for promoting their brand image (Bruhn and