Unit 23: Integrated Marketing Communication Report for Boohoo

This report provides a comprehensive analysis of Boohoo's integrated marketing communication (IMC) strategy. It begins by exploring various marketing channels, such as direct selling, intermediaries, pay-per-click marketing, social media marketing, email marketing, websites, content marketing, and SEO, and how they serve communication objectives. The report then outlines communication objectives for Boohoo, including building brand awareness, creating customer interest, improving customer communication, and developing innovative marketing strategies. A key focus is on justifying the selection and integration of social media marketing as a primary channel. A detailed marketing communication plan is developed, encompassing steps like identifying the target market, defining target customers, identifying a unique selling proposition, matching audience problems to product solutions, and aligning messages with chosen channels. The report also includes an evaluation of the marketing communication plan in relation to communication strategy, channel choice, and creative content. The report concludes with a discussion of the overall effectiveness of the IMC strategy. The report uses a variety of marketing principles to analyze the case study and provides a complete marketing strategy analysis.

Integral Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different types of Marketing Channels and how they serve communication objectives
within Boohoo........................................................................................................................3
TASK 2............................................................................................................................................5
P2 Design Communication objectives for Boohoo................................................................5
P3 Provide justification for the selection and integration of Communications Channel Chosen
................................................................................................................................................6
Task 3...............................................................................................................................................7
P4 Develop a Marketing Communication plan that effectively meets communication
objectives for Boohoo.............................................................................................................7
TASK 4............................................................................................................................................8
P5 Critically Evaluate a Marketing Communications plan in a relation to Communication
Strategy, Channel Choice and creative content......................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Communication is a medium through which message is transmitted from one person to
another person. It can be said that communication is a two way process that transfers the
information from one party to other. Integral Marketing communication is a function through
which customers receives messages from company through various marketing channels in an
integrated way to influence buyers for making purchase decision. The Marketing functions
which are used by organisations are collaborative, promotional and strategic that helps in
providing information to large number of audience (Hewett and Lemon, 2019). The Components
of Integral Marketing Communication are foundation, corporate culture, brand focus, integration
tools, consumer experience, promotional tools and communication tools. The Organisation use
Integrated Marketing Communication as it helps in reaching to more and more audiences with
intended message, achieve brand loyalty of product and services and also create trial usage. The
project is based on Integral Marketing Communication which includes different types of
marketing channels and how they serve communication objectives in Organisation, application
of communication objectives, development of marketing communication plan that effectively
meets the communication objective and its evaluation in relation to communication strategy,
creative content and channel choice (Světlík, 2017). The Selected Firm for this project is
Boohoo; it is a fashion brand that was launched in 2006. The Organisation is working on
producing sustainable clothes that are made from recycled fibre and the packaging of the product
is also fully recyclable. Boohoo contributes in reducing the environmental impact of clothes,
customers can use regain app to recycle their old clothes once they finished to wear.
TASK 1
P1 Different types of Marketing Channels and how they serve communication objectives within
Boohoo
Marketing Channels is a mechanism through which organisation can share their products
information and get access to larger number of people. Boohoo must develop effective marketing
strategies in which marketing channels plays different role such as it influences the firm pricing
strategy, customises profit, links producer to buyer and affects product strategy through policies
and branding. There are different marketing channels that can be used by Boohoo in Order to
increase their customer base and grab an attention of maximum audience such as direct selling,

selling through intermediaries, pay per click marketing, social media marketing, email
marketing, website, Content Marketing and SEO.
Direct Selling is one of the marketing channels which can be used by Company as it sells
products directly to customers without any interference of any retailer. The Direct selling method
includes one to one demonstration, sales through the party plan and personal contact
arrangements. It reduces advertisement cost and also avoids expensive overheads due to which
business run flexibly. Direct selling serves communication objectives by interacting with people
directly and providing detailed information of the product (Wilcox, Sussman and Chung, 2018).
Selling through Intermediaries is another marketing channel through which Boohoo can
reach to large number of people and offer their products. It includes other intermediaries that
help in making product available to customers such as wholesalers and retailers. Selling through
Intermediaries helps in distributing products to more and more consumers. The communication
objective which is fulfilled through intermediaries is selling product to large number of
audiences through which the sale and profitability of company increases.
Pay per click Marketing is also a channel that provides a various options to brand to reach
their customers. It is a platform in which advertiser pay on each time when customer clicks on
their online ads. Boohoo must hire an agency that helps in handling the campaign and also
allows creating demand and introducing products to people.
Social Media is also a marketing channel through which Boohoo can share their product’s
information to customers. It plays a big role in Marketing and also helps in attracting more and
more customers towards the brand. The Organisation can also take feedback and interact with
people by using various social media platforms (Confetto and et. al., 2020). There are several
social media platforms which can be used by Boohoo to increase their customer base and gain
competitive advantage.
Website is other marketing channels which is effective to reach maximum audience.
Boohoo have its official website on which people can avail the necessary information related to
the products and also they can buy the clothes from website. Through website user can gain
insight information of business so, it is important to maintain the official website and create a
good first impression in the mind of customers.
Content Marketing is also a marketing channel that helps in reaching customers by sharing
information through content. The Content Marketing Strategy focuses on creating and

distributing relevant, consistent and desirable content to audience in order to attract and retain
people so that company can earn huge profit and increase their growth level.
TASK 2
P2 Design Communication objectives for Boohoo
The Communication Objectives for Boohoo are
 To Build brand awareness
 To create interest among customers for product and services
 To improve communication with customers in order to enhance strong customer base
 To Come up with innovative marketing strategies that attract customers towards the
brand
These are the communication objectives must be accomplished by the Company in order to
attract customers and gain competitive advantage from its competitors. Through following these
objectives company can achieve it business goals and also run functioning of Organisation
smoothly and effectively.
The Organisation must build brand awareness by using various marketing channels through
which they can provide information related to their products and services that helps in grabbing
the attention of customers. The Brand awareness helps in attracting customers through which
organisation can increase its profitability and productivity.
It is necessary for the Firm to create an interest among customers related to the product and
services offered by Boohoo. The Organisation must use social media marketing platforms to
provide information related to product features, deign, colours and pattern that create a curiosity
among customers related to the product and also generate interest (Pavenkov and Rubtcova,
2019).
The Organisation must improve communication with its customers so that they can develop a
strong customer base which helps in increasing the profitability of business. The effective
communication between customers and brand helps in gaining loyalty of people and also
increases the customer base. The Organisation must focus on creating customer base by offering
discounts and offers on products in order to attract audiences.
The other communication objective which must be achieved by the firm is to come up with
innovative marketing strategies. As Innovative Marketing Strategies helps in making business

different form its competitors due to which people get attracted towards the brand. The
Marketing Strategies includes educate with content, personalise marketing messages, update
content, invest in original research and use videos to provide information.
P3 Provide justification for the selection and integration of Communications Channel Chosen
The Suitable Channel which can be used by Boohoo for providing detailed information of
their products and services is Social media marketing. It is been chosen as it has a wide range of
active users and also the company can gain access to variety of social media platforms through
which they can interact and reach to large number of customers. The Social media platforms help
in promoting the brand and its products and services (Flight, 2021). Through social media
marketing consumers can express their opinion, feelings, needs, wants and desire related to the
product and services provided by Boohoo. There are many social media platforms that can be
used by Boohoo to convey information to customers such as Facebook, Snapchat, Twitter,
Instagram, LinkedIn and many other platforms. The Social media marketing helps in increasing
brand recognition as when company enhance its marketing presence in different social media
platforms it automatically helps in improving brand recognition. As the social media platforms
have large number of active users it helps in interacting with different types of people and also
provide information related to the latest collection of clothes to audiences. The Company can
also improve its clothing collection by asking for feedbacks and opinion of people so that they
can satisfy the needs and wants of customers. Boohoo can increase its market reach by
interacting with international customers from different countries. Through social media
marketing company can do market research and reduce marketing costs, they can find the latest
trend and fashion related to the clothes and opinion of the customers regarding trends. The
Organisation can increase its revenue by building strong customer networks and advertising the
products and services so that they can attract more and more people towards the brand. The
Social Media Marketing helps in developing and maintaining strong relationship with audiences
by sharing information and interacting with customers (Diemar, 2016). The Different social
media platforms help in developing brand image and gaining competitive advantage from its
competitors.

Task 3
P4 Develop a Marketing Communication plan that effectively meets communication objectives
for Boohoo
Marketing communication plan is a strategy through which organisation can share
information related to the product and services. It is important for Boohoo to make a strong
marketing communication strategy that helps in reaching to large number of people
(Rizomyliotis, Konstantoulaki and Kostopoulos, 2017). The Organisation must provide right
message to right people so that they can increase profitability and productivity of business. The
Marketing Communication Strategy can be planned by following six steps they are-
Identify the Target Market is the first step for developing effective marketing
communication plan. Boohoo must identify the target market so that they can provide marketing
message to people. The Company must focus on target market rather than selling products to
everyone as it saves time and also helps in capturing the right people. The Criteria which can be
used by firm are income, business size, location, level of expertise, age, gender and education
level.
Identify target customers is another step of developing marketing communication plan in
which company has to define its target customers. The Target Market includes types of target
customers that help in increasing the growth and profitability of business. Boohoo must identify
the target customers and define them according to their personas (Sitorus, 2017). They can define
customers by using some the personas such as their goals, current job title, pain points and
challenges. The target customers can be the person who likes clothes with best quality and
doesn’t care of the price.
Identify Unique Selling Proposition is other step for developing an effective
communication plan. Boohoo must know its unique selling proposition that provides value to
customers and also helps in attracting maximum number of people towards company. The
Unique selling proposition of Boohoo is its inexpensive clothing that aims to provide clothes to
fashion conscious women which makes them different from its competitors. Through Unique
selling Proposition Company can gain competitive advantage and differentiate their products and
services from its competitors.
Match Audience problem to Product Solution is another step which must be followed by
Boohoo while framing marketing communication plan. The Organisation must focus on creating

and filling the customer’s problem by providing a product that satisfies the issues. The product
must satisfy the needs and wants of customers and also they must follow the latest trend in order
to attract large number of people.
Match Messages to Channels Chosen is also a step for marketing communication plan, the
Organisation must match their product message with the mode of marketing channels which is
chosen by Boohoo. The Chosen marketing channels that helps in reaching to large number of
people is Social media marketing as it contains several number of active users.
TASK 4
P5 Critically Evaluate a Marketing Communications plan in a relation to Communication
Strategy, Channel Choice and creative content
Marketing Communication plan is a tool through which organisation can provide a detailed
information of the products and services to consumers. The purpose of marketing
communication plan is to inform about product and services to target customers so that they can
make their purchase decision. The Effective marketing communication plan helps in providing
various benefits to company and people. It helps in developing strategic vision which Firm has to
achieve in order to attract large number of consumers and increasing the sale of business. It is
important for the organisation to have a strategic vision so that they can follow the direction and
path which is created by the top authority and accomplish business goals. The Marketing
Communication plan helps in creating brand awareness as it helps in targeting the right
customers that have interest in products and services of Boohoo due to which the brand
awareness increases as people recognise the brand (Arrigo, Liberati and Mariani, 2021). Through
marketing communication plan, organisation can gain competitive advantage by making an
effective communication strategy that helps in sharing valid information to customers related to
the clothes and brand. The Marketing Channel which is chosen by Boohoo is Social media
marketing it helps in interacting with maximum number of audiences and also boosts the
profitability of business. The Communication plan also helps in attracting the right customers
that have an interest in the products of Boohoo. It also improves the communication with
customers as through social media marketing, company can ask for feedback and opinion of
people that helps in brining change in Clothing. It is important for the Organisation to follow the
latest trend and fashion as people prefer products that are unique and according to the latest

trend. But there are also some issues which can be faced by company while framing marketing
communication plan it is high cost, challenging to reach international market, managing content,
measuring ROI can be difficult and information can be overload. Boohoo requires a high
investment for launching marketing campaigns across different marketing channels. For making
a marketing communication plan, organisation needs a highly qualified team that can contribute
their best in making an effective plan that helps in reaching to maximum customers. The Firm
can also face a problem of reaching International Audience but by using social media marketing
tool they can reach to national and International audiences and develop a strong relationship with
them. Boohoo can also face a problem of managing content on social media, they have to
produce effective content and also publish it every day to influence people towards brand. The
Customers wants latest information of the products on daily basis so that they can remain
updated and makes their purchasing decision.
CONCLUSION
From the above information it is being concluded that integrated marketing communication
is a tool through which company can share the relevant information to customers by using
various online tactics that helps in reaching to maximum number of audiences. It also helps in
increasing the profitability and productivity of business by providing message to target
customers. It is necessary for the organisation to identify the right target market that helps in
making business successful in Market. There are various marketing channels through which
company can share their product and services information and attract more and more people
towards the Company. But Organisation must select the best marketing channel that helps in
reaching maximum people and also increases the brand image.

REFERENCES
Books and Journals
Arrigo, E., Liberati, C. and Mariani, P., 2021. Social Media Data and Users' Preferences: A
Statistical Analysis to Support Marketing Communication. Big Data Research. 24.
p.100189.
Confetto, M. G and et. al., 2020. From Dual Marketing to Marketing 4.0: The Role Played by
Digital Technology and the Internet. In Beyond Multi-channel Marketing. Emerald
Publishing Limited.
Diemar, J. D., 2016. Creating an in-house integrated marketing and communications
strategy. Journal of Education Advancement & Marketing. 1(3). pp.261-271.
Flight, R. L., 2021. Linking Practitioner Dilemmas and Research Metrics Across an Integrated
Marketing Curriculum. Journal of Marketing Education, p.02734753211017173.
Hewett, K. and Lemon, L. L., 2019. A process view of the role of integrated marketing
communications during brand crises. Qualitative Market Research: An International
Journal.
Pavenkov, O. and Rubtcova, M., 2019, February. Implementation of Virtual and Augmented
Reality Technologies in the Integrated Marketing Communications. In Academics World
546th International Conference on Science, Social Science and Economics (IC3SE).
Chennai, Tamil Nadu, India (pp. 23-24).
Rizomyliotis, I., Konstantoulaki, K. and Kostopoulos, I., 2017. The Significance of Business-to-
Business Marketing. In Business-to-Business Marketing Communications (pp. 1-12).
Palgrave Macmillan, Cham.
Sitorus, S. A., 2017. Marketing communication mix and innovation on customer retention and
sustainable competitive advantages in culinary tourism business environment in the City
of Medan. Journal of Environmental Management and Tourism (JEMT). 8(08 (24)).
pp.1579-1590.
Světlík, J., 2017. Integrating online advertising into integrated marketing
communications. Marketing Identity. 5(1/1). pp.206-215.
Wilcox, G. B., Sussman, K. and Chung, A., 2018. Social media’s return on investment in an
integrated marketing campaign: Media mix modelling. Journal of Digital & Social Media
Marketing. 6(2). pp.181-190.