Integrated Marketing Communication: A David Jones Case Study

This report delves into the realm of Integrated Marketing Communication (IMC), emphasizing the crucial role of effective communication in successful brand promotion and global market expansion. The study analyzes the importance of understanding communication within IMC, exploring theoretical communication models and organizational approaches. A case study of David Jones, a prominent departmental store, is used to illustrate the application of IMC strategies, including the marketing mix (product, promotion, price, and place), direct marketing, and the utilization of both traditional and new media. The report examines how David Jones leverages various media vehicles to engage with customers across different geographical boundaries, highlighting the significance of tailoring communication strategies to diverse age groups and preferences. Furthermore, it provides a critical reflection on the effectiveness of IMC, underscoring its importance in building strong customer relationships and driving business success.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student
Name of the University
Author’s Note

1INTEGRATED MARKETING COMMUNICATION
Table of Contents
1. Importance of understanding communication in IMC:...............................................................2
2. Theoretical communication model of integrated marketing........................................................5
3. Organizational approach to ICM.................................................................................................6
4. Critical reflection regarding IMC and communication.............................................................10
Reference List:...............................................................................................................................12

2INTEGRATED MARKETING COMMUNICATION
1. Importance of understanding communication in IMC:
The overarching term integrated marketing communication is the concept to optimize the
communication of consistent messages to the stakeholder of companies. Providing quality of
services and products to the customers is not the only ways of gaining organizational image and
reputation (Yeshin, 2012). . In order to achieve the recognition business experts have to
communicate with the organizational stakeholders properly so that the interpersonal relation
becomes stronger. Integrated marketing communication enables the marketing executives to
identify boundaries while maintaining the promotional mix. Integrated marketing communication
is constituted with three major approaches including inside approach, outside approach and cross
functional strategic approach.
Communication on the other hand is the process of exchanging thoughts and ideas
effectively. Two or more than two persons are involved within the communication process for
sharing their views as well as ideas. Integrated marketing communication is the widest form of
communication process. In order to optimize the needs and demands of the stakeholders business
organizations have to make an effective communication with every individual stakeholder be it
internal or external. In order to introduce a specific brand beyond going the regional market an
effective promotional strategy is highly needed so that people belonging to different
geographical boundaries can get an in-depth overview about the reliability of the brands as well
as services (Bhupathi, 2016). Without making an effective communication with the customers
brands cannot be circulated in different geographical boundaries. This particular study has
focused to make a detailed analysis on how communication is important for maintaining an
effective promotional campaign for introducing a particular brand.

3INTEGRATED MARKETING COMMUNICATION
David Jones is one of the most prestigious up-market departmental stores occupying a
predominant place in the realm of retail supermarket. At the very initial journey the business
process of David Jones was very much limited within a specific geographical location of
Sydney. Australia was the only destination where the business experts delivered their brands and
products (Luxton, Reid & Mavondo, 2015). After being collaborated with Woolworths group
David Jones decided to expand their entire process of business beyond going the regional
market. People belonging to different geographical boundaries get the scope in viewing the
reliability of brands and service of David Jones. David Jones being Australia’s leading branded
departmental stores have decided to use the platform of media vehicle with the help of which the
marketing executives can maintain their promotional campaign in different geographical
locations (davidjones.com.au, 2017).
Figure 1: Logo of David Jones
(Source: davidjones.com.au, 2017)
As per the evaluation of marketing manager of David Jones, communication is important
than providing superior quality of services. With the help of an effective communication the

4INTEGRATED MARKETING COMMUNICATION
brand managers can expand their brands and services in various geographical locations to draw
the attention of international customers as well. As per the opinion of marketing managers mass
communication is one of the most effective ways of making integrated marketing communication
strategies successful (Blakeman, 2014). Electronic media, social media, print media, digital
media are the most effective tools of communicating with the people of different areas. At the
same time, mass communication is effective in multiplying the messages beyond going regional
market as well. Therefore, in order to use integrated marketing communication the importance of
communication is undeniable.

5INTEGRATED MARKETING COMMUNICATION
(Figure 2: Products of David Jones)
(Source: davidjones.com.au, 2017)
2. Theoretical communication model of integrated marketing
As per the theoretical communication concept of Belch et al. (2014), integrated marketing
communication is one of the major parts of reaching the doorstep of customers belonging to

6INTEGRATED MARKETING COMMUNICATION
different geographical areas. As per the point of view of this previous scholar advertising is one
of the most effective tools with the help of which the target customers can get an in-depth
overview about the reliability of brand as well as service process. Advertising can be conducted
with the help of various media vehicles. In order to draw the attention of international customers
marketing managers intend to conduct the online advertising by using the popularity of social
media. This specific scholar has opinion that advertising through social media is having some of
the major limitations.
The author has stated that social media is effective enough in drawing the attention of
young generation only. Customers belonging to different age group are not very much
accustomed with the social media and advanced technology. Therefore, traditional media tools
are very much beneficial for that group of customers. Traditional media tools imply print media,
electronic media, banners, hoardings and so on. At the same time, electronic media is very much
effective for providing the customers an audio and visual effect. However, the author has
depicted on how advertising has a major impact on the overall performance level of the business
organization (Percy, 2014). People belonging to different geographical boundaries are not aware
of the overall products and services of a particular brand. Advertising with the help of different
media tools is effective enough in drawing the attention of customers.
3. Organizational approach to ICM
In order to maintain an effective integrated and marketing communication strategy David
Jones has followed some of the most effective approach in order to communicate with the target
customers. The primary purpose of effective business promotion is to communicate with the

7INTEGRATED MARKETING COMMUNICATION
customers properly so that the marketing executives can get an in-depth overview about the
needs and demands of the customers (Castronovo & Huang, 2012). While making the
promotional activities David Jones has focused on the popularity of new media for drawing the
attention of global customers. On the other hand, in order to drag the attention of different group
ages David Jones has targeted traditional media as well. This specific part has focused to
mention the different approached of David Jones for maintain ICM strategies.
 Marketing mix theory:
Marketing mix is the concept of promoting the entire business process in different
geographical locations by providing using various tools. In order to promote the brand in various
geographical corners the marketing managers have primarily focused on four major aspects
including product, promotion, price and place. These four aspects of promotional components
are otherwise named as 4Ps of communication.
Product:
David Jones is equally available for both male and female consumers. Garments, shoes,
bags and accessories are available in the counter of David Jones. In order to draw the attention of
global consumers the product managers have decided to design variety of products as well as
services. As a result, people belonging to different geographical markets are showing their
interest in communicating with the service providers of David Jones in order to receive the
service process (Thorson & Moore, 2013).
Promotion:

8INTEGRATED MARKETING COMMUNICATION
The marketing executives of David Jones can communicate with the customers only
when the executives would like to use various media vehicles for their business promotion. The
media vehicles that the marketing executives of David Jones have used for communicating with
the customers include social media vehicle, webpage promotion, electronic media as well as
print media (Porcu et al., 2012). As per the business strategy of David Jones, online media tools
are more effective in communicating with the customers rather than banners or hoardings.
Price:
Affordable price range is one of the most effective business strategies of giving a major
threat for its competitors. The marketing executives by implementing low cost strategy have
dragged the attention of large number of customers (Lusch & Vargo, 2014). As a result, the
marketing communication managers have enhanced the range of target market automatically.
Place:
Sydney is one of the most convenient places of Australia where people do not have to
face difficulties in availing the stores of David Jones. As per the business strategy of marketing
managers customers’ communication should be effective always. Place is having a major impact
on the overall consumer behavior.

9INTEGRATED MARKETING COMMUNICATION
Figure 3: Marketing mix strategy
(Source: Reinold & Tropp, 2012)
 Direct marketing and communication strategy:
As per the opinion of some of the eminent scholars direct marketing is always fruitful in
making an effective communication with the customers. With the help of direct communication
the customers get an opportunity to interact with the service providers directly. On one hand, the
customers feel free in providing direct feedback regarding the quality off brands as well as
services (Barger & Labrecque, 2013). On the other hand, service providers can get better
overview in changing their business strategy and policy after interacting with the customers
directly. Online media promotion is very much effective in multiplying the messages in different
geographical locations. On the other hand, it is undeniable that online promotion does not allow
the service providers to make an in-depth interaction with the customers.
 Traditional and promotional method:
The traditional and promotional method of integrated communication marketing implies a
brand promotion with the help of traditional media such as television, radio, banner, signboard,
hoarding and so on. Tradition media can interact with the customers of different age group. New
media is very much restricted with a specific group of people. Therefore, people of different age
group do not get the scope in getting overview about the brands and products (Kim & Ko, 2012).
As a result, companies like David Jones were losing the target customers from various age
groups of people. In order to overcome this kind of situation, the marketing experts have decided
to use traditional communication tools for drawing the attention of customers from diverse age
group.

10INTEGRATED MARKETING COMMUNICATION
Figure 4: Traditional media promotion
(Source: Ekhlassi, Maghsoodi & Mehrmanesh, 2012)
 New media strategy and its significance:
As per the opinion of some of the eminent scholars the emergence of new media has
become more effective in communicating with the employees rather than using traditional media
or direct marketing strategy. People belonging to different geographical markets are not aware of
the brands if the organizational managers become restricted within local promotion only. The
realm of social media is vast that can easily communicate with the people of different
geographical boundaries. In order to draw the attention of customers the business managers of
David Jones intend to use social media platform for making online advertisement of their
products. As per the marketing strategy and policy the business managers of David Jones tend to
create the advertising campaign in such a way that people belonging to different geographical
boundaries can understand the content (Fill & Turnbull, 2016).. The products have not been
designed in a biased way. As a result, the internal communication between the marketing
executives and the customers are very much effective.

11INTEGRATED MARKETING COMMUNICATION
Figure 5: New media promotional activities
(Source: Reinold & Tropp, 2012)
4. Critical reflection regarding IMC and communication
After evaluating the different approaches of integrated and marketing communication it
can be stated that IMC is one of the most effective business strategies and policies for drawing
the attention of customers who belong to different geographical markets. Providing the superior
quality of service process to the customers is not the only vision of a business organization. At
the same time, the managers should implement some effective policies within the process so that
customers show their interest in purchasing the products and services. Integrated and marketing
communication can be effective with the help of implementing some major communication
strategy. In this particular study, the IMC strategies of David Jones have been highlighted from
various points of views. The IMC strategy of David Jones implies that the company should use
various media vehicles in order to drag the attention of different customers belonging to various
geographical boundaries (Barger & Labrecque, 2013). Social media is the perfect media tools
with the help of which David Jones has communicated with the customers beyond going the