Integrated Marketing Communication Plan for Crockett & Jones Company

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 evaluation of various marketing channels such as television, direct marketing, and social media, assessing their roles in achieving the organization's communication objectives. The report then provides an overview of Crockett & Jones, including its history, products, and current communication objectives. A critical evaluation of the selected channels is presented, highlighting their strengths and weaknesses in the context of the company's goals. The report also includes a detailed marketing communication plan, encompassing situational analysis, target market identification, communication objectives, strategies, channel selection, content creation, budgeting, and implementation. It concludes with a critical evaluation of the plan, considering its effectiveness in relation to the overall communication strategy, channel choices, and creative content.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION ..........................................................................................................................3
ACTIVITY A...................................................................................................................................3
Evaluation of various kinds of marketing channels and their role in achieving organisation's
communication objectives......................................................................................................3
Overview of chosen organisation...........................................................................................3
Chosen communication channels selected by organisation....................................................4
Designing communication objectives for an organisation.....................................................6
Critical evaluation of organisation's communication objectives............................................8
Justification for the selection and integration of communication channels...........................8
Recommendation ...................................................................................................................9
ACTIVITY B...................................................................................................................................9
Marketing communication plan to effectively meet communication objectives....................9
Situational analysis...............................................................................................................10
Target market and Marketing Communication objectives ..................................................11
Marketing communication strategies and channels .............................................................12
Content to meet smart objectives ........................................................................................12
Estimated Budget..................................................................................................................14
Implementation, monitoring and control..............................................................................14
Critical evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative content.....................................................................................14
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................17
.......................................................................................................................................................18

INTRODUCTION
Integrated marketing communication is concept which ensures that all forms of
communication, messages and promotional tools of an organisation should be properly linked
which ensures harmony in their efforts to meet organisational objective. Integrated marketing
communication is helpful in creating competitive advantage, boost sales and profits and also
provide a bond of loyalty with customers (Fill and Turnbull, 2016). IMC also saves money as it
eliminates duplication and helpful in implementing a creative, tactical and strategic planning
(Batra and Keller, 2016).
For this project, Crockett & Jones company is selected which is a reputed manufacturing
company of shoes and also having its retail shops and connections across London. It is founded
in 1879 and having its one of the main office in canary wharf, London (in England, UK). This
assignment includes different types of marketing channels and how they serve communication
objectives within an organisational context. Communication objectives and proper justification
for selection of integration of communication channels is also form a part of this report. A
marketing communication plan to effectively meet the communication objective of an
organisation is also included. This project also consists a critical evaluation of marketing
communication plan in relation to the communication strategy, channel choice and creative
content.
ACTIVITY A
Evaluation of various kinds of marketing channels and their role in achieving organisation's
communication objectives
Marketing communication alludes every message, action or medium utilised by a
company to interact with people and encourage target customers to accept information. There are
the various types of communication channels selected by company Crockett & Jones to
accomplish objectives (Blakeman, 2018).
Overview of chosen organisation
Crockett & Jones is a reputed shoe manufacturing organisation of UK having its
headquarter in canary wharf, London. It was established by Charles Jones and Sir James
Crockett in 1879. It is having specialisation in manufacturing of Goodyear welted footwear and

famous for its traditional styles. In starting, it was limited to UK but after 1910, it began
exporting its products to Australia, south Africa, USA and far east but still its main market is
UK. At present, there are 12 Crockett & Jones retail shops and concessions across London,
Birmingham, Paris, Brussels and New York which are running a Mail Order Service for new and
existing customers (Crockett and Jones, 2019).
Chosen communication channels selected by organisation
Television- It refers to a method through which ideas, products, commodities or services
are presented. Hereby, advertisements are oriented towards groups instead of individuals. It is a
traditional channel of marketing (The 6 Marketing Channels You Should Prioritize in 2019,
2019). In current era, many technological advancements has been introduced in this kind of
communication channel. Television is now used to inform, persuade and remind customers about
company's branded products. Crockett & Jones will make use of this channel to display creative
and imaginative advertisements to promote brand loyalty brand and excite consumers about
products of company.
Direct marketing- It refers to usage of communication medium like postcards, telephone,
mobile messages, letter, etc. Different medium of Marketing communication channels are used
by different businesses. Telemarketing has became ineffective in this current period. Crockett &
Jones will make use of direct marketing tools such as face-to-face selling, internet, catalogues,
Kiosk and direct-response marketing. It saves vast distribution costs of firm in communicating
and promoting its products in market (Batra and Keller 2016).
Social media- In today's world social media marketing is frequently utilised by
businesses due to advancement in digital technologies and increase in adoption of these
preferences by customers. In this communication channel, digital tools are used to promote
products, brand, company and its services. Portable digital marketing tools that will be used by
Crockett & Jones company includes organic social media mobile, video hosting and email
marketing.
Critical evaluation of selected channels of communication
The marketing communication channels chosen by Crockett & Jones will help in
strengthening its roots in global competitive market and effectively compete with strong
competitors in United Kingdom. Following is critical examination of utility of communication
channels in attaining objectives of company:-

Television- Use of informative television as a marketing communication channel will
create awareness of organisation's brands, commodities and ideas. The announcement of sale in
company Crockett & Jones will be communicated and community will be educated about
advantages of using products of firm (Fill and Turnbull, 2016). Persuasive advertising through
television will assist company in convincing customers that it provides and distributes best
products in market. On the other hand, consumers will be influenced to remain loyal for brand of
establishment. Reminder advertising on television will provide the knowledge of new products
launched by company and their benefit for both men and women.
Positive benefits of Television-
 It will build brand image of Crockett & Jones by connecting customers emotionally and
rationally with product of company.
 Television advertising will create positive perception of customer towards company due
to availability of better subject matter and offers of Crockett & Jones.
 It will aid in achieving objectives of company by presenting its information and message
in most appropriate way. Green-washing advertising displayed through television will improve the value of
product in United Kingdom economy (Finne and Grönroos, 2017).
Direct marketing- This communication channel will provide assistance to Crockett &
Jones in collecting essential information regarding consumer behaviour and latest wants. Hence,
customers expectations will be met by company and the value provided by Crockett & Jones will
encourage them in maintaining loyalty. The positive benefit of direct marketing is that customers
will not be able to switch products of firm. Mobile, face to face communication, internet are
inexpensive types of communication channels that company easily use and maintain for long
period. Some other benefits of direct marketing channel are given below that will assist company
in attaining several objectives :-
 Direct response given by Crockett & Jones through advertising will increase customer
satisfaction and engagement.
 Consumer easily accesses digital media in free time this benefits company in displaying
ads for launching new products in market.
 It will assist in positioning products of company in preferred marketplace and direct
towards targeted group of individuals.

 Generation of campaign in direct marketing communication channel will create
identifiable Crockett & Jones brand in several areas (Gambetti and Schultz, 2015).
Social media marketing- This kind of channel will be advantageous in providing basic
information of Crockett & Jones to customers who make use of various digital channels. It will
communicate brand awareness of company through its design, products look and also benefit in
targeting the most potential customers to make strong customer base in market. Social Media
marketing will assist company in establishing competitive advantage in rigorous the competitive
market. Other advantages of this channel in accomplishing objectives are mentioned as under:-
 It will assist in utilising growth alternatives available in market.
 Social media marketing will aid in re-positioning Crockett & Jones in front pages of top
business magazines.
 It will gain company in retaining existing clients and pulling new consumers from overall
population (Herman, 2015).
Thus, it can be evaluated that the use of social media marketing as its communication
channel is best for the promotion of products of Crockett & Jones as it provide a wider reach
together with a instant way of transferring and communicating information about new product
and services of organisation. Beside this, digital communication are also helpful in having a
better and enriched interaction with customers.
Designing communication objectives for an organisation
Marketing communication channel refers to media channels which delivers message and
offers to customers of company (Blakeman, 2018). It is an important element of prosperous
marketing campaign. It also assists a firm to resonate with idealistic consumers and influence
them to participate in business activities. Integrated communications are used to set plan for
interacting with large audiences and reduce marketing costs. Success of marketing drive depends
on the integration of marketing communication by company.
Purpose of effective integrated marketing communication:-
Attain positive results- Integrated marketing communication make use of traditional
adverting techniques to increase market effectiveness. A company can raise awareness about
product to generate sales and expected profits. Better results in communicating essential
information to target individuals can be achieved through use of advertising, public relations,
digital marketing,sales promotions, etc.

Saves overall costs- Maintenance of consistency in developing integrated
communications can aid company in saving costs and also to concentrate on monitoring flow of
data in market. Video production enhances marketing of brand image of company on social
mediums like Television, Facebook, Instagram and YouTube. These channels are widely used by
individuals in country and hence, it pulls huge customers towards products displayed in social
media (Hsu, Lin and Tsai, 2016).
Assists in integrating with customers- Effective communication channels assists in
displaying information regarding commodities of businesses. This accessible data helps
customers to select most relevant product which satisfies their current as well as future needs.
Large audiences from different geographical areas can interact with businesses that advertises its
product on digital platforms.
Crockett & Jones is a leading blue chip company situated in Canary Wharf. In recent
years company is facing problems in effectively communicating and carrying out marketing in
London, United Kingdom. It has faced several problems in handling promotional activities and
also customers are complaining about products of company. The rise in dissatisfaction in
consumers in decreasing the profit margin and sales of firm. Sudden downfall in revenues of
establishment in leading to decrease in share value and potential customers. This situation has
badly affected relationship between firm, customers and shareholders. Therefore, Crockett &
Jones needs an effective strategy to be implemented in order to raise value of company in context
of its shareholders. Proper selection of effective communication channel in marketing will
increase its share price as well as enhance better perception of individuals towards products and
organisation ( Juska, 2017).
Current communication objectives of organisation
The actual objectives of Crockett & Jones includes discovering best marketing
communication channels as per budget in order to increase visibility of three collections like
Main line, Hand Grade and Shell Cordovan to target potential population. It also alludes
increasing awareness of Low heeled shoes and women boots brand, encourage positive attitude
of customer towards company, motivate customers to purchase the products, discouraging
consumers in substituting the product of firm.
Marketing communications objectives -
 To enlarge brand awareness from 30 percent to 50 percent within 6 months.

 To position the shoe products as easily accessible to customers in coming 12 months.
 To reposition Crockett & Jones as an upscale business paper.
 To inform a sale and generate up to 60 percent awareness before sale commences
Critical evaluation of organisation's communication objectives
The latest objectives of Crockett & Jones regarding market communication will
positively assist in anticipating and meeting challenges adequately in competitive scenario. It
will enhance value of company in creating shoe products & delivering customer's expectations
and there will be rise in sales margin. In the negative sense, it will increase the spending of
company on communication channels and henceforth, budget requirements will not be met
appropriately. Company will use television marketing to improve brand awareness up to 50 %
for longer sustainability in market. Direct marketing will be utilised to increase accessibility of
products to gain competitive advantage. Firm will apply Social media marketing to boost sales
margin by accelerating awareness among individuals in country.
Justification for the selection and integration of communication channels
Communication channels provide a medium through which all the relevant information is
delivered to customers for creating awareness and promotion of a product and brand. The
different types of communication channels used by Crockett & Jones includes television, e-mail
marketing and social media which is useful for it in creating its brand awareness. Advertising
through television, email and social media provides reach and assess to a large number of
consumer and people and communicate in an interesting way about the product or idea and
inform customers about features and advantage of product. It is very helpful in enhancing sales
through communicating properly with customers. It is also useful in enhancing goodwill and
brand image of an organisation. But the drawback of these communication channel is that it will
increase in cost of production for Crockett & Jones and also leads to price war (Keller, 2016).
Direct marketing is also an effective mode of communication as it built loyalty in
customers and is effective in creating long term reputation of organisation. Social media is also
very useful in communicating with wider customers across the globe. Social media plays an
important role in attracting and grabbing the attention of customers but it also creates the threat
of security and privacy issues. Advertising and communicating through television provide assess
to vast range customers who likes to watch television. Television combines sight and sound and
also fosters emotions and empathy thus, able to grab attention of wider target audience. But

advertising through television is costly and inflexible and random frequency of advertising is
also essential.
Thus, use of social media as its communication channel is justifiable for Crockett &
Jones as it facilitates reach to a larger section of consumers both at domestic and international
level. Beside this, it also offer a cost effective way of promotion and yield a continuous and
instant way of communication which is helpful in creating long term bonding and loyalty with
customers.
Recommendation
From all the channels, social media is most suitable as it provide better use of content and
also includes videos band images which makes content more interesting and eye catching (Kerin
and Hartley, 2015). Advertising and regular posting of matter on social media provide a better
platform to Crockett & Jones to interact with clients and customers on familiar ground thus,
will improve brand recognition. Today a majority of population is on social media, therefore
through a well articulated media and adverting through social media will improve the sales and
profit of Crockett & Jones. Social media does not require a lot of monetary resource as compared
to other conventional marketing system thus, use of this channels is recommanded to Crockett &
Jones.
ACTIVITY B
Marketing communication plan to effectively meet communication objectives
Marketing communication plan is basically a strategy used for informing target customer
audience about product or service. This plan incorporates or includes a communication mix,
which identifies and describes the various ways to promote a product to its target audience
within its strategy. The main gaols and objective of an marketing communication plan is to
identify and profile audiences and also develop message and identify messengers to properly
convey or deliver a message to its target audience. To make its communication effective and to
meets its objective Crockett & Jones is making use of marketing communication plan which is
explained below (Litovchenko and Shkurupska, 2016).
Marketing communication plan

Use of marketing communication plan is made by Crockett & Jones to properly integrate
its communication channels to achieve the overall marketing and business objectives of
organisation. Different stages of marketing communication plan are as follows:
Illustration 1: Integrated marketing communications plan
(Source: integrated marketing communication plan)
Situational analysis
It is necessary to analysis the internal and external environment of an organisation to
understand the organisation's capabilities, customers and business environment. For proper
analysis of prevailing situation of Crockett & Jones use of SWOT analysis is made.
SWOT analysis
It provide detail information internal strengths and weakness and also give knowledge
about external opportunities and threats related with communication process(Luxton, Reid, and
Mavondo, 2015).
Strengths Weakness
 The strength of this organisation is to
develop and execute best promotional
programme for properly
 High level of competition from big
brands like woodland, Nike, Adidas,
etc. which are making use of better

communicating its brands features.
 Role and effective function of
advertising agency and other
promotional facilitators provide great
strength to Crockett & Jones .
 Constant innovation and commitment
makes it easy to properly communicate
with its customers in an effective way.
(Manser Payne, Peltier and Barger,
2017).
 Quality and services provided by this
organisation are appreciated by
customers for more than 135 years thus,
makes.
 Friendly and high brand appearance
web site provides high online presence.
promotional and communication
techniques.
 Not much innovative as compared to
other big shoe brands and not have
much retailer shops for proper
distribution of product.
Opportunities Threats
 Highly brand conscious youth wanting
to wear only branded shoes
 Use of internet, online marketing and e-
commerce providing an opportunity to
expand in global market.
 World economy rescission and Brexit
issue
 high level of competition from online
stores
 Changing customer preference and
lifestyle reduce attraction for traditional
shoes (Ots and Nyilasy, 2015).
Thus, it is can be said that it is having an opportunity to properly use its communication
channels to attract more customers and expand its business operation. Crockett & Jones is
planning to launch a new Ankle boot to increase its productivity and brand image.

Target market and Marketing Communication objectives
The main motto or objective of marketing communication is to communicate ideas to
target market to attract more customers for product or services. Smart objectives are one that are
specific, measurable, attainable, realistic and timely achievable. Crockett & Jones is a reputed
manufacture and retailer in London and across England. The company has began exporting their
product to Australia, Argentina, South Africa and USA buy still principal market is in UK only.
Thus, it wants to make its product more popular in other regions of world for better growth of
organisation. Hence, the main aim Crockett & Jones for this marketing communication plan is to
properly communicate its product and brand name (Pearson and Perera, 2018). The main
marketing communication objective of Crockett & Jones is to Develop Brand and product
awareness for its new ankle shoe will lead to achievement of following business targets:-
 To increase level of brand awareness from 30% to 70% in maximum parts of world in 12
months.
 To increase overall productivity and sales by 18% in coming one year.
 To improve the marketing communication and promotion strategy to increase the
profitability level of Crockett & Jones (Calder, Malthouse and Maslowska, 2016).
Marketing communication strategies and channels
This strategy is used by an organisation to reach its target market through various types
of commutation channels. It includes the content of message, the medium and the target
audience. It includes different modes of marketing like paid advertising, relation marketing,
word of mouth, door to door sales, internet marketing, etc. Crockett & Jones aims at creating
brand awareness to increase the number of its target customers and to garb more market share.
Therefore, Crockett & Jones is making use internet marketing for properly promoting its brand
name and product through social media advertising and online website as it provide better
commutation and connection with other people all over the world. It also providing a very
attractive content or message about its brand and new ankle shoes to grab attention of more
customers and to properly communicate the best features and advantage of its brand and product
( Perreault, 2018). The communication strategy of Crockett & Jones for its new ankle shoes is
mainly associated with the use of effective digital adverting methods that include use of an
interactive online website providing information about the best features and advantages of
product of Crockett & Jones. Use of digital mode of marketing also provided a better interaction

with customers through yield an enriched experience with the help of an interactive website
which provide information by making use of of an informative and interesting content that
includes images and video.
Content to meet smart objectives
To achieve the above stated objectives use of following marketing mix is taken by
Crockett & Jones:
Marketing communication mix- It is a set of five tools of business which are used by a
business organisation to communicate properly with its customers, business partners and other
shareholders. The five elements of marketing mix which are used by Crockett & Jones to create
brand awareness are as follows: Advertising- it includes all types of paid promotion of products, service or ideas through
any identified advertising agency or sponsor. Advertisement can be made through a
number ways like on television, radio, magazines, newspapers, billboards and through
any online channel. Use of online and internet advertising is made by Crockett & Jones
to reach a large quantities of people and to make them aware about its brand and new
product. Public relations- it include all those factors which aim at building up a good relationship
with current customers and potential or target consumers and all other stakeholders. It
also includes maintaining a good relationship with media house to get their help to
properly promote its product through displaying favourable news and good things about
brand and products. Cooperation of all stakeholders and media person is providing a
atmosphere of harmony to Crockett & Jones to develop good image of its brand which
ensure better target market for its new ankle shoe (Porcu, Del Barrio-Garcia and Kitchen,
2017). sales promotion- it include a short term incentive that are offered by a company to attract
more customers for its product. To establish better brand awareness and to grab more
customers use of discount and coupon is made by Crockett & Jones to encourage
customers for making purchase of its product. Personal selling- it represent a process where sales team of organisation deals directly
with their customers and having a face to face to interaction with them. Crockett & Jones
is also making use of personal selling as it provide a better and great way for building

relationship with its customers and provide a better way of interaction to create
awareness about brand and its new product.
 Direct marketing- it involves use of targeted messaging that is sent to a very prospect list
of customer or narrow amount of consumer to attract them for buying product or to make
them aware about product or new discounted services. Crockett & Jones is making use of
emails, newsletters, snail mail or telephone to directly communicate information about its
brand or product with its most prospect or potential customers to compel them to try and
buy its new ankle shoe (Purcarea, Gheorghe and Gheorghe, 2015).
Scheduling
Scheduling involves arranging, controlling and optimizing work to properly allocate or
execute a plan on time. Proper scheduling of marketing communication plan by Crockett &
Jones ensures effectiveness of communication strategies and provide entailment to maximum
number of customers which has increased the scope for brand awareness. Following budgets are
prepared by Crockett & Jones to meets its objective on time and with minimum cost.
Estimated Budget
Particulars Amount ($)
Market analysis 3000
Macro and micro factors analysis 4000
Marketing plan development 6000
Salary and fees of experts 9000
Implementation of marketing mix 3000
Evaluation of the plan 1000
Total 26000
Implementation, monitoring and control
Success of any plan depends on its proper execution and implementation as with this a
plan or project can not achieve its targets. A proper monitoring and controlling process provides
ongoing and systematic information about performance of any plan which will strengths the
project implementation and ensure timely achievements of targets and objective. For proper
implementation of this marketing communication plan, effective monitoring and controlling

techniques are used by Crockett & Jones. It timely collects and analysis the data on periodic
basis through out the management cycle of plan to ensure the achievement of objective of
creating brand awareness and increasing sales through promoting its new ankle shoe (Šeric, Gil-
Saura and Ozretić-Došen, 2015).
Critical evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative content
Crockett & Jones is launching a new ankle shoe to increase its sales and to creates a
better brand image. For achieving this purpose a detail integrated marketing communication plan
was made by Crockett & Jones to achieve its targets on time. Many communication strategies
was analysed by Crockett & Jones to select the most suitable one and a preferable Channel is
also selected to commutated its creative content with target audience. Communication strategy ,
Chanel choice and creative content of Crockett & Jones are critically analysed to evaluate the
effectiveness and success of marketing communication plan.
Communication strategy includes all the activities conducted for better promotion and
creating awareness about any product or brand to garb the attention of customers. The different
marketing commutation strategies includes direct marketing, internet or digital marketing,
personal marketing, etc. From all these strategies Crockett & Jones is making use of internet
marketing as it provide coverage to wider area and provide easy assess and reach to a large
number of customers across the world. Use of social media and online website is very useful for
Crockett & Jones as it provide easy and instant delivery of message and information and also
provide a more effective and interesting way of communication. For creating awareness about its
new ankle shoes use of internet marketing or digital marketing is most suitable as it provide a
cost effective way for communicating with customers and other stakeholders (Shkurkin and et.
al., 2016).
Use of social media and other digital marketing techniques build customer loyalty and
create a reputation which makes it easy to engage them through making use of content
marketing tactics. One more advantage of digital marketing is that the performance of
organisation is easily track able and measurable with use of web analytics and other online
metric tools which provide all information about how many customers used your website and
respond to your advertising. But internet marketing require a lots of skills and talents as
knowledge about current techniques and tools is required and it also become necessary to remain

up to date (Spiller and Tuten, 2015). Internet marketing also leads to some security and privacy
issues which can degrade the reputation of brand. Thus, use of digital marketing is effective and
suitable for Crockett & Jones to promote its product and create awareness about its brand but it
should timely up date its content on online website and should also take care of security and
privacy issue of customers which are mainly related with online payments (Valos and et. al.,
2016).
Use of online or offline channels can be made by any organisation to communicate with
its customers for creating brand awareness and promotion of an product. Offline communication
channel includes use of television, radio, print publication through magazines, newspapers,
journals, etc. where as online communication channel includes use of social media, webinar,
phone calls/ live video, blogs, email, group conferences, online advertising, etc. Crockett &
Jones is making use of online communication channel which is very effective in providing
instant information to customers and also provide a more easy reach to wider section of of
customers but use of a combination of both online and offline communication channels will yield
mush better result. The content of online website of Crockett & Jones is very effective which
provide all relevant information about the feature of brand and product. Use of attractive images
are made to grab attention of customers for its new ankle shoe. Many online videos and other
animations techniques and pictures are also used to Create a long lasting impact on mind of
customer. Online channels provide all possible advantage to Crockett & Jones for promotion of
its product and brand but lacks a face to face interaction and personal touch which can be yield
through direct marketing only (Vernuccio and Ceccotti, 2015).
Thus it can be evaluated that marketing communication plan of Crockett & Jones is
efficient and will achieve the targets and objective of Crockett & Jones on time. It will create a
high level of brand awareness and also promote sales and awareness about its new ankle shoe.
CONCLUSION
From this assignment can be summarised that integrated marketing communication
provide a harmony and coordination between marketing strategy and other marketing tools. IMC
facilitates timely achievement of targets and objectives as creates awareness in customers about
brand and product of organisation which increase sales of product. The various kinds of
marketing channels includes advertising, direct marketing and digital marketing. Digital
marketing provides better approach and assess to customers and it is very cost effective.

Integrated marketing communication plan includes many stages like situation analysis,marketing
communication objectives, marketing communication strategies, marketing communication mix ,
scheduling and budgeting and implementation, monitoring and controlling of plan. Use of
SWOT analysis is made for situational analysis of an organization which provides information
about strength and weakness of an organisation. Marketing communication mix is having five
main elements which provide better public relation and creates awareness in customers regarding
a new product or brand. Scheduling and budgeting ensure timely execution and completion of
plan. Proper controlling and monitoring techniques provide early detection of flaws so that
timely corrective action can be taken for achievement of targets.

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