Integrated Marketing Communications Planning Report for Voucher Code

This report provides a comprehensive analysis of an Integrated Marketing Communication (IMC) plan, focusing on the case of Voucher Code. The report begins by examining marketing channels and their contribution to communication, discussing different types of channels and their effectiveness. It then delves into the concept of communication objectives, outlining the specific goals of Voucher Code and the emerging marketing trends impacting the industry, including the increasing significance of social media and digital advertising. The report also includes an organizational analysis of Voucher Code, its history, and its current market position, followed by recommendations for improving its IMC strategy. Finally, it examines the company's IMC plan, highlighting the role of social media and the importance of understanding customer needs for effective communication. The assignment also includes a PowerPoint presentation summarizing key findings and recommendations.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated marketing communication
Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................5
Task 3...............................................................................................................................................8
Task 4...............................................................................................................................................8
Conclusion.....................................................................................................................................12
Reference list and bibliography.....................................................................................................13

2INTEGRATED MARKETING COMMUNICATION
Introduction
The term integrated marketing communication is being considered as the process in which the
different forms of communications are being developed for developing a strong link between the
customers and employers (Braun et al. 2019). Integrated marketing communication is the
promotional tool that develops the coordination between different elements of promotional
activities. The purpose of this report is to shed light on the understanding different marketing
practices in an organization and those impact on driving effective business performances.
Task 1
Marketing channels and contribution towards
Marketing communication channels play an important role for moving ideas, services and
products from manufacturers to the users by developing the strong relationship between the
customers and employees. There are basically four types of marketing channels such as direct
selling, dual distribution, reverse channels and selling through intermediaries (Riscombe-burton
et al. 2016). On the other hand, some of the business analyst have classified the marketing
channels into three parts such as informal, formal and unofficial communication channels.
Marketing channels are being considered as the ways that help to make the distribution process
more effective in the organization. Analyzing the marketing communication objectives of
Voucher Code, it has been identified that the company aims to provide attractive discounts to the
customers for making their online purchasing experience memorable.
The company mainly targets the bargaining hunters for managing the emerging situational
impacts so that the current situational impact on the company can be reduced. Effective
communication and practices plays an important role for ensuring the career opportunities as
well as standard organizational performance. Based on the communication practices adopted by

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the company success of the organization can be determined. By continuing this is it can also be
seen that depending on the effective communication and practices negotiation as well as
company achievements can be ensured (Liu and Yang 2016). Therefore it is very important in an
organization to develop communication plan for fostering the good working relationship between
the staff and the employers. It is also very important for improving the efficiency as well as
moral of the employees.
It cannot be denied that social media has become one of the major contributors in the marketing
sector however it is also true that not only based on the Search Engine Optimization process but
also the company needs to focus on celebrity endorsement. slicing the entire communicational
plan it can be suggested that celebrity endorsement can play an important role for driving the
emotional needs of the customers in order to expand its business in different countries it is very
important for the customers to understand the emotional needs and demands of the customers in
that case most of the business analyst have agreed that the celebrity endorsement numbers of
organizations have got benefited (Gross 2016). In order to encompassing the range of
individuals’ competences it is very important for the organization to develop effective
communication and management plan. Based on the integrated communication management
planning process career goals of the employees can be pursued. The effective communication
and practices in an organization not only helps to improve the organizational performance but
also it plays an essential role for mediating the conflicts at work. Handling the workplace politics
has become very important in the emerging business scenario. Based on the effective
communication and practices it becomes easier for the employees to avoid such politics in the
corporate world and it also helps to develop strong relationship between the employees.

4INTEGRATED MARKETING COMMUNICATION
The purpose of Tesco is to provide information to the customers regarding the company's service
and policies so that the transparency with the customers and the employers can be effectively
maintained. in order to increase the value of an organization the contribution of communicational
channels cannot be tonight analyzing the communication and process in Tesco it has been
identified that the organization has adopted verbal communication as both the informal and
formal manners for improving its organizational decision making process. In order to understand
the needs and demands of the customers (Keller 2016). The company has involved individuals in
the decision making process, which has help to improve the internal as well as external
communication channels in the company. In order to ensure the customer satisfaction the
company has adopted the same strategy so that their customers can freely discuss their
complaints with the management and waste on the complaint of the customers the further
improvements can be ensured.
Task 2
Concept of communication objectives
In the integrated communication management process, setting effective communication
objectives is very important for ensuring positive growth in the organization (Vembu, Navale
and Sadhasivan, 2016). By continuing this, it can also be said that the communication objectives
are being developed for ensuring the brand awareness and underlying the needs and demands of
the customers in the market. By sharing the attitudes of the company, communication objectives
helps to develop strong customer relationship management functions. Therefore, it can be said
that the communication objectives are being developed in the workplace for ensuring the
effective market functioning process so that increasing sales can be ensured in the company.
Communication aim of Voucher Code

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Analyzing the emerging business situations in the market, it can be said that by offering the
effective marketing practices have become necessary for sustaining in the competitive business
environment. Analyzing the marketing objectives adopted by Voucher Code, it can be said that
the company aims to improve the brand image on customers’ mind. By developing an effective
communication practice Voucher Code aims to increase its market share 40% within coming 2
years. It can be said that through the development of communication objectives the company
aims to ensure strong business position as well as increasing productivity in the company.
Objectives
 To increase market share 40% within coming 2 years
 To increase brand awareness for gaining competitive position in the market
 To develop an effective customer relationship for increasing the high profitability rate
Emerging marketing trends
Following the emerging marketing trends, it can be said that marketing has become one of the
important business tactics for ensuring the strong brand position in the market. Due to changing
socio economic status of the customers, the changing rate of consumption has played a crucial
role for driving the emerging business environment. Analyzing the changing marketing trends, it
can be said that social media has become one of the important contributors in the marketing
sector. It is playing an important influential role for driving the situational important business
contributor in the market. By continuing this, it can also be said that advertising contents have
become an important key driver of customers’ decision making process. In order to develop the
strong communication with customers, uses of chatbots have been increased. In order to

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highlight the standardized communication strategies in the market, voice search and vertical
videos have become important communication trends.
The communication channels can be classified into three types such as formal, informal and
unofficial. In case of Voucher Code, it can be said that the informal communication channel and
formal communication channel can be beneficial for the company to achieve its business
objectives. Informal communication channel is being considered as the unstructured channel in
which personal as well as social needs of individuals are being satisfied. On the other hand,
based on the analysis, in case of formal analysis, it can be easier for the company to develop
effective communication practices in the workplace place in order to develop strong relationship
with the employees.
Organizational analysis
In the year 2009 the company called Voucher Codes was launched in the UK market. It is a
shopping and money saving website that saves the voucher from leading restaurants, retails and s
ervice providers. Voucher Codes has become an important part of WhaleShark media Inc. with
the million numbers of customers, the numbers of subscribers in every week increases. The
privately owned company follows the supportive leadership practices in order to implement its
digital advertising practices in an effective manner in the market. Introducing the best digital
advertising practices the company aims to focus on managing future communication processes in
business sector. With the total numbers of approx. 250 employees, the company aims to make
the like of UK customers more affordable so that online business practices can be increased in
the market. By continuing this, it can also be said that by enabling the global price sensitive
customers, the company has developed its strong image on the internet.

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Selected communication channels
Both the formal and informal communication channels can be effective for the company in terms
of ensuring the positive growth in the industry. In order to expand the market share it is very
important for Voucher codes to analyze the changing needs and demands of the companies. On
the other hand, analyzing the needs of customers is very important for understanding their
emotional needs. It can be assumed that without knowing emotional as well as logical needs of
the customers, it can be tough for the company to introduce an effective communication plan.
Implementing the informal communication initiatives it can be easier for the company to ensure
the free maintenance of rules and regulations. This kind of communication bears low cost than
the formal communication process. In order to boost the performance of organizational
employees, this kind of communicational practices can help to promote the organizational
solidarity. Raising the morale of the employees. Through the gesture and body language, the
information communication can be done, which can help to develop the grapevine organizational
structure in the company.
Recommendations
Analyzing the situation of Voucher codes. It can be said that in the global web market, the
company is developing its strong reputation. By continuing this, it can also be said that with
increasing numbers of subscribers, the company has added various leading brands for expanding
its market base. In that case, it can be recommended that, voucher codes needs to focus on
creating the brand awareness and effective customer relationship management process. With the
effective customer relationship management process, increasing numbers of users can help to
increase the, market share of the company.

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Task 3
Integrated communication plan (Refer to PPT)
Task 4
Analyzing the marketing communication plan developed by the company, it can be assumed that
in this planning process the company has ensured the involvement of social media in the case of
introducing new communication plan in the market. It cannot be denied that the social media has
become major influential part in human activities. By continuing this, it can also be said that
depending on the different social media activities, the consumption trends of the customers has
been changed, which has brought strong impact on the human lifestyle (Vembu, Navale and
Sadhasivan, 2016). Based on the marketing communication planning process, the company
namely Voucher codes has tried to develop the strong relationship with the customers by
understanding their needs so that large numbers of customers, can be able to experience the
online services.
Analyzing the IMC plan adopted by the company it has been identified that social media has
become the major part in the marketing process. with the effective uses of different social media
platforms such as Facebook Twitter and Instagram in the implementation plan of the company
has try to focus on grabbing the attention of global customers who prefers online shopping on the
other hand by making the effective collaboration of leading organizations the communication
plan of the company has right to provide services to those customers who are price sensitive.
Therefore it can be said that the communication plan has not only try to grab the attention of
global customers but also it aims to increase the profitability rate of the company (Vembu,
Navale and Sadhasivan, 2016). Both the formal and informal communication channels can be
effective for the company in terms of ensuring the positive growth in the industry. In order to
expand the market share it is very important for Voucher codes to analyze the changing needs

9INTEGRATED MARKETING COMMUNICATION
and demands of the companies. On the other hand, analyzing the needs of customers is very
important for understanding their emotional needs. It can be assumed that without knowing
emotional as well as logical needs of the customers, it can be tough for the company to introduce
an effective communication plan.
in this study it has been clearly mentioned that both the formal and informal communication
channels will be used for developing the creative content of the company so that the marketing
communication plan can be effectively implemented in case of informal channel, using the body
language as well as gesture not only the emotional needs of individuals can be satisfied but also
it can play an effective role for developing the emotional connection between the employers and
employees. It cannot be denied that employees are the major backbone of every organization.
Like everyone organization the communication plan of voucher codes can help the company to
develop its strong position in the market. In case of describing the communication strategies
adopted by the company it has been clearly mentioned that developing a creative brand image
and increasing the customer base are the major communication objectives doctored by the
company. Therefore comparing the communication strategy communicational channel and
communication and content it can be assume that the strategy which has been adopted by the
company based on social media can play an effective role to grab the attention of the customers
(Blakeman 2018).
Marketing Communication plan is being considered as one of the effective communication at
actors which helps to develop the strong relationship between the employees and employer it
also plays an important role for driving the purchasing decisions of the customers. In order to
establish high level customer impression it is very important for the organization to maintain the
consistency of product and service positioning in the computer business environment. By

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creating constant benefits based messages it can help the company to build desired net
impression on the customers mind. after the development of an effective integrated
communication and management plan it is very important for the organization to analyze if the
customers have got satisfied with the produce Strategies for services by the company or not.
Based on the analysis done by the organization the future steps towards marketing can be
determined. In case of developing the social media based marketing communication process
collecting the feedback from the customers is very important in that case individuals should be
provided fair chance for sharing their opinion and views regarding the company. With this
process it can also be easier for the company to identify its potential customers.
On the other hand for understanding the actual measure of customer satisfaction pay per click
process can also be applied in this process based on the online rivers of the promotional plan the
popularity of the communication and plan can be analyzed. On the other hand the company can
also maintain 3 years of financial report based on the improvements of financial data generated
by the company it will be easier for voucher codes to understand if the integrated communication
plan has brought benefits for the company or not (Luxton, Reid and Mavondo 2015).
It cannot be denied that social media has become one of the major contributors in the marketing
sector however it is also true that not only based on the Search Engine Optimization process but
also the company needs to focus on celebrity endorsement. slicing the entire communicational
plan it can be suggested that celebrity endorsement can play an important role for driving the
emotional needs of the customers in order to expand its business in different countries it is very
important for the customers to understand the emotional needs and demands of the customers in
that case most of the business analyst have agreed that the celebrity endorsement numbers of
organizations have got benefited (Luxton, Reid and Mavondo 2015). On the other hand it can

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also be suggested that developing a creative content and introduce it through different campaigns
can help the company to spread its information and brand transparency to the Global people. In
the communicational plan the company has not mentioned about the engagement of customers in
the communicational development process. In that case it can be suggested that if the customer
engagement can be ensured it can help company eating plan in more creative manner.
Conclusion
In this study it can be concluded that IMC has become a major contributors in the customer
relationship management. By continuing do it can also be said that based on the customer
relationship management initiatives the long-term ability of the company in the market can be
insured. Analyzing the marketing plan of voucher quotes it has been identified that following the
social media Trends the company has decided to promote its service through the social media
platforms. Based on the strategies adopted by the company it can be assumed that if the proper
implications of the strategies can be possible in that case high revenue generation can be possible
for the company.