Marketing 16: Developing an Integrated Marketing Communication Plan

This report presents an integrated marketing communication (IMC) plan for Tyres4U, an e-commerce company specializing in tire distribution. The report begins with an introduction to IMC, its objectives, and its importance in today's marketing landscape. It then outlines the purpose statement, goals, and objectives of the marketing plan, focusing on increasing brand awareness and consumer receptiveness. The report identifies the target audience as manufacturing corporations and analyzes Tyres4U's products and services, including various tire types and related services. It also addresses ethical and legal considerations, such as consumer protection laws and ethical advertising practices. The report details the functions of marketing communication, including advertising, promotions, and public relations, and selects appropriate media vehicles like digital, print, and broadcast media, along with their benefits and drawbacks. The rationale for using these media vehicles is provided, along with a profile of the target audience and their receptiveness to the selected media. Finally, the report provides a brief overview of the company's past promotional campaigns.

Running Head: MARKETING 0
INTEGRATED MARKETING
COMMUNICATION PLAN

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Table of Contents
Introduction................................................................................................................................2
Purpose Statement......................................................................................................................3
Target Audience.........................................................................................................................4
Analysis of product or service....................................................................................................4
Ethical and Legal and Constraints..............................................................................................5
Various functions of marketing communication and media vehicles are chosen......................6
Creative briefs for the media selections...................................................................................10
Schedule for creative work.......................................................................................................11
Budgetary allocation for all media vehicle..............................................................................12
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
This report outlines the integrated marketing communication approach in relation with
the Tyres4U Company. Integrated marketing communication is an approach to attaining the
objectives of a marketing campaign using various promotional techniques intended to
reinforce one another. In marketing, it is also termed as a holistic approach to
communication. It also ensures that all sorts of messages and communication are carefully
linked together and unified across all channels centred on the consumer. The main objective
of IMC is to receive better results, create consistency throughout channels, overall cost
savings and aligning with customer preference. Some of the major tools of IMC are
advertising, personal selling, sales promotion, public relations, direct marketing, events and
experiences, social media marketing and mobile marketing (Finne & Gronroos, 2009). Many
organizations found IMC as a powerful approach as it allows them to reach the customer with
the right message, at the right time and via their preferred media channels.
There are various reasons behind the evolution of integrated marketing
communication such as wide choices of communication tools, less effective mass media,
smaller market segments, customer databases and marketing insights and two-way messages
with consumers influencing brand equity. It is now vital for the company operating in any
industry to understand this and consider this new marketing structure while developing an
integrated marketing communication plan (Casadesus-Masanell & Ricart, 2010).
Tyres4U is an e-commerce company based in Australia. The company specializes in
the import and the distribution of truck, industrial, agricultural and passenger tyres. At
present, the company is having its operations in Australia and New Zealand. In addition, they
operate 11 branches and runs a distribution network to over 3000 independent retail tyres
dealers, strategically established throughout Australia (tyres4u.com.au, 2019). Tyres4U also
specializes in tyre management and fleets services for any sized commercial and government
operations. The company has a decade of experience and with latest technology; the company
can administer its tyre fleet services effectively.

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Purpose Statement
The purpose statement of this marketing plan is to attain significant objectives of the
marketing in an enterprise. An organisation seeks to increase brand awareness including the
support system that they are willing to offer to the customers (Payne, Storbacka & Frow,
2008).
Objectives and Goals –
 Integrating and adopting new promotional strategies
 Targeting selective and huge audience
 To achieve consumer response
Marketing communication goals and objectives:
Considering all, it can be said that the organisation is require some of the integrated
marketing strategies to enhance brand awareness in the market. Therefore, the objectives and
goals of this marketing communication will be like –
 To increase consumer receptiveness
 To mark public responsive of the support structure offered by way of organisation
 To raise company sales
Elements involved in IMC approach
Consumer Focus – One of the important parts of IMC strategy will be customer focus and
thus all tactics adopted by the company will be intended towards customer needs and
benefits. This is because in last, the company needs to influence customer to buy their
products and thus ultimate sales will begin (Kerr & Patti, 2015).
Inter-departmental collaboration – Only communication within the department is not
sufficient to gain out best result from the marketing strategies, as there is a need for proper
synchronization with each other so that marketing strategy can be implemented in an
effective way and gives positive results.

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Database communication – The sharing of various significant information among the
various internal departments of an organisation is important as marketing department and
management requires relevant data about the consumers and the products so that they can
develop an effective and long lasting IMC strategy while building information flow channel
(Van de Vrande et al, 2009).
Target Audience
A target audience can be considered as demographics of individuals most likely have
shown interest in organisation products or services. The better a company understand the
target market, the effectively it can tailor the message and ensure that it is striking a chord
with them. In addition, it will also help the firm to modify its marketing strategy as per the
current market demands and requirements. Considering the case of Tyre4U, the key targets
for the organisation will be the manufacturing corporations that build vehicle. Tyres4U
transacts in wholesale trade, hence, it is necessary for the company to target the business
having huge manufacturing turnover.
Analysis of product or service
Every company offers value to the customers with the help of respective product or
services. Considering Tyre4U, the tyres of various brands will be the products offered by the
organisation with the support mechanism that help the consumers with acknowledging them
about the various technological advancement in the tyres sector and so it will help them to
buy best product as per their needs.
The major products offered by the organisation includes tyres for all-purpose trucks ,
passenger cars, special purpose tyres, solid forklift, tubes, umping equipment’s, Tyres fill
polymer products and pneumatic tyres.
There are various competitive factors having significant impact on Tyres4U working
and business. For instance, advancement in technology as tyres industry is experiencing high
technological changes and this may develop competition in this sector. In addition, Tyres4U

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biggest competitor is Australian retail tyres market, which is fatly growing in Australia. As
Tyres4U is an internet e-commerce enterprise, the organisation needs to depend upon various
suppliers and manufacturers of tyres as they are not in the position to manufacture their own
tyres and act as an intermediately to sell the products by other businesses (tyres4u.com.au,
2019).
Summary of previous promotional campaigns –
In previous years, there are several promotional campaigns are conducted by the
company. The newest one is with the offer that recommends that customer will get 4WD
Atlas and Australia Road free with the purchase of 4WD, 4 GT Radial Car, LT or Van Tyres
in one deal. There was also another campaign made with network tyres specialists offering 24
hours services to the customers with support of roadside assistance (tyres4u.com.au, 2019).
This marketing strategy was proved to be very successful as most of the people start making
use of this facility of the enterprise.
Ethical and Legal and Constraints
Legal requirements -
Legal restrictions comprise of all the activities that are significant to the promotional
practices in the country. While building marketing plan, it is important for the organisation to
comply with all legal laws. In extent with consumer protection, The Australian Consumer
Law states various practices and boundaries for the purpose of fair trade practices. These
laws provide necessary and significant legal obligations in terms of promotion and marketing
by the organisation in Australia (Dolnicar & Lazarevski, 2009). To some organisation, these
legal requirements are perceived as constraints also. The first legal obligation is presence of
guarantees and warranties. For every organisation, it is important to deliver what they
promise during the marketing of their products. Another legal requirement is do-not-call for
telemarketers. No company can do call on domestic number if it is put on do-not-call-mode,
otherwise, it will be considered as illegal and strict action may be taken towards the company
(Lindenmayer, Thorn & Banks, 2017). Some other laws like’ data privacy, anti-spam
legislation, etc. also act as a boundary to which an organisation is required to comply with.

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Ethical requirements -
Ethical constraints are associated to ethical behaviour of the organisation. As far as
IMC of an organisation is considered, it seeks to promote fairness, honesty and responsibility
in all advertising. Several major moral deliberations will be – certainty in advertising,
advertisement should not influence negatively on children and it should not be harmful
(Williams et al, 2008).
Various functions of marketing communication and
media vehicles are chosen
Marketing communication is comprised of various important functions that are
elaborated below,
Advertising – It is one of the key function of marketing communication as its aids in
advertising the company’s products through various mediums. It also helps customers to get
aware about both product availability and its features (Chen & Hsieh, 2012).
Promotions - Generally, an organisation undertake promotional activities in order to enhance
their brand name in the market as well as the brand in the consumers mind in respect with
specific communication (Cova & Dalli, 2009). There are various promotional companies
adopted by the organisation to help people with relating themselves with the brand.
Public relations – It is one of the significant aspects as organisations are working for the
society and customers and to build a positive connection between both. In addition,
marketing communication and messages are not similar to promotion and advertising as these
communications are intended to make the individuals associate to the product presented by
the enterprise.
Organisation uses various media channels such as -
Digital media vehicles – This media channel is one of the cost effective method to makes the
advertisement looks more appealing and digitalised. They cover large number of audiences
such as Billboards.
Print vehicles: These media channels include magazines and newspapers. For Tyres4U,
magazine can be considered as the best media channel related to manufacturing industries as
through this, the company can reach to its target audience in the most effective way.

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Broadcast vehicles: With the help of TV and Radio, these channel helps the organisation to
reach to the larger audiences. Tyres4U can use TV media to advertise their products to mass
audience.
Benefits and drawbacks of media vehicles:
Media vehicle Benefits Drawbacks
Print vehicle Gives evidenced data
relating to the product
High cost of magazines
Broadcast vehicle Target wide area It also cover unrelated
viewers.
No response in the form of
feedback.
Digital vehicle One of the most effective
channel.
Wide reach
Highly expensive
Media attributes and importance to the company:
Media Attributes Importance
Broadcast media (TV) Huge coverage
Creativeness
Greater influence
Tyre4U using this medium
benefits the organisation
covering larger area of
people and with audio-
visuals on the Telivision, the
company can have a greater
impact on the customer
minds.
Print media (magazine ) Only relevant audience are With this media attribute,

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covered
Credibility and Authority
Trustworthiness in the mind
of viewer
Tyre4U can target a
particular area that is
significant for the
organisation. This also
entices the consumers more
positively and readers, if
purchase will definitely
intended to read it.
Digital media (internet ads) Greater handling with
relativeness
Less Expensive
Quick and rapid response
With the help of this
channel, organisation can
directly communication with
the prospective consumers
or the vehicles
manufacturers.
Rationale for using these media vehicles –
Television advertisement – To touch to wide area and position the brand with various
visual audio effects.
Internet ads – To gain rapid response from the consumers (Campbell et al, 2011).
Magazines - To gain selective audience and to appeal the related consumers.
Target audience profile -
As stated previously, organisation target audience is comprised of vehicle
manufacturers that require huge number of tyres in wholesales. Hence, this makes
organisation target larger business manufacturers that build different types of vehicles. In
addition, these manufacturers are also dealing with the tyre organisation and adjust in a
specific tyres brand in their automobiles. Therefore, if Tyre4U could possibly able to do
business with those respective manufacturers, then the organisation purchase the tyre from
Tyres4U only for a specific automobile from longer perspectives.

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Prospective audience receptiveness to the designated media:
Internet media, Magazines and TV are the various media channels used by Tyres4U in
relation to their product promotion campaign. However, it is unlikely to recognise the real
consumer feedback in extent with these mediums as it can be assessed by measuring certain
factors and by perceiving the individual response in relation to the promotional campaign and
media channel.
Considering TV media, it was identified that audiences found this channel unsuitable
for them as the targeted audience does not have enough time while they are on work field.
Other than this, magazine is another media which has achieved a great reaction as it directed
to the peoplee that is most likely convincible and connected to the product. For instance,
various manufacturers see the advertisement for the automobile magazine posted by the
organisation. In last and after magazines advertisement, internet advertisement also received
positive response as most of the consumers gives their response on online channels and liked
the organisation page after purchasing the stuffs.
Standards for choosing several media and how they assist one another -
Numerous factors influence the media selection and some of those are elaborated
below -
Nature of product – Nature of product is the first consideration where it is necessary to
identify that whether product is industry product or consumer product. In relation to
withTyres4U, it is industry product.
Nature of customers: It is also necessary to find the customer nature while choosing media
channel as not every audience have similar characteristics and thus not all channels of media
work with each types of audience (Webster & Ksiazek, 2012).
Advertising aim: The main objective of advertising must be considered while selecting the
channel. It is because dissimilar channels of media channels pursue dissimilar method while
targeting consumers with varied sorts of information.
To promote the product to diverse areas, it is significant to choose multiple media as it
benefits the company with covering large number of audiences having un-similar
characteristics (Mangold & Faulds, 2009). Not every audience have complete reach to all sort
of mediums and thus organisations used different types of channels for the promotion. In

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addition, these media channels help each other while catering audiences or consumers with
the similar communication repeatedly as it will hold into customer mind.
Creative briefs for the media selections
Television advertisement –
Project Aim Target
Audience
Attitude Message Schedule Budget
Telivision
advertisement
The
aim is
to
appea
l the
consu
mers
Manufacturers Visual-
Audio treat
to audience
The
organisation is
serving wide
sorts of products
Thrice a
day
Nearly
1600$
Internet Media –
Project Aim Target
Audience
Attitude Message Schedule Budget
To all the
manufacturers,
E-mails needs
to be sent
The aim is
to
encourage
sales and to
acquire
customer
feedback.
Manufacturers Calm and
request
Request to
visit
company
website and
to provide
feedback
Once in a
week
Nearly
450$
Magazine post –
Project Aim Target
Audience
Attitude Message Schedule Budget
Posting of
advertisement
The aim is
to attract
the
customers
and to
elaborate
the product
features
Manufacturers Making
them
convince
and
appealing
the
consumers
The
organisation
is providing
numerous
range of
products
Once a
month
Nearly
1200$

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Schedule for creative work
The schedule for creative work includes various activities including number of days -
Activities 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Magazine
Advertisement
post
Web e-mails
Television
advertisement
s
AXN
Star World

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Budgetary allocation for all media vehicle
An outline of earlier promotions -
Considering company previous tools of promotion, the organisation has earlier use e-
commerce as a tool to endorse the brand. In addition, they have made well efforts for
developing the site and portal. This innovative and new undertaking in the tyre sector has
influence the industry through its exclusivity while promoting their brands. In addition, the
organisation has employed the digital team to undertake all necessary e-commerce practices
and also for other media vehicles.
Projected budget for the new promotional campaign –
This campaigns comprise of attaining consumer response with the help of
telemarketing and tele-calling. It needs the organisation to recruit tele callers and needs to
build a complete system of tele-calling with specifications of retailers and consumers. Other
than this, the company can use this as a consumer support mechanism while any consumer is
seeking for the solution to any issue.
Recruitment cost - 4000$
Setup cost - 6000$
Maintenance - 3000$
Another method of IMC includes advertising that can be used by an organisation and
the projected budget will be like -
Social media advertising - 3000$
TV advertising - 6000$
Direct marketing – An organisation should use this technique and the projected budget for
this will be –
Recruitment cost - 1500$

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Other expenditures - 4000$
Other than this, the entire budget that has been provided to the team of marketing was 40,000
au$
The section of budget assigned to the respective media:
Magazine 25%
Television 40%
Web (Online) 30 %

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Conclusion
An effective IMC other than advertising will outline a essential message emphasizing
the competitive advantage with addressing the applicable target market and fitting the
message to synchronize with supportive channels of media. Organisation pursuing integrated
media strategy can gain immediate connection while maintaining enduring relationship and
thus contributing to the outcome.
For the organizations like Tyre4U, integrated marketing communication can brings
out various benefits. While promoting the products, this company use the help of multiple
media channels and it is also been recognized that there are various ways to appeal
consumers through the help of diverse media channels. Therefore, it is must for the
organisation to use mixture of these gears, as it will help to get best and effective outcomes.
Tyre4U has adopted broadcast media, print channel and digital medium in the promotion of
its products.

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http://www.tyres4u.com.au/services.aspx

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