Integrated Marketing Communication Strategies for Domino's Australia

This report provides an in-depth analysis of Integrated Marketing Communication (IMC) strategies for Domino's Australia, focusing on the challenges posed by a potential ban on junk food advertising and the introduction of taxes on sugary drinks, as proposed by the Australian Medical Association (AMA). The report begins with an introduction to IMC and its various elements, including advertising, social media marketing, and public relations. It then provides a situational analysis, outlining the background of the issue and the stakeholders involved, such as customers, investors, employees, and marketers, and their concerns regarding the proposed ban. The report examines the potential negative impacts on Domino's, including decreased sales and brand value, and explores how the ban could affect the company's productivity and profitability. Furthermore, the report discusses the potential utilization of various IMC approaches, such as advertising, direct marketing, and social media marketing, to mitigate the negative effects of the ban. It suggests that Domino's management should focus on demonstrating the healthy benefits of their products to satisfy both the AMA and parents and highlights the importance of adapting marketing strategies to maintain competitiveness and achieve organizational goals. The report concludes by reiterating the importance of IMC in brand promotion and the need for Domino's to develop effective strategies to sustain its business in the face of regulatory changes. The report includes references to relevant literature and online sources to support its findings.

Integrated marketing
communication

Table of Contents
INTRODUCTION...........................................................................................................................1
Background.................................................................................................................................1
Stakeholders issues and concern.................................................................................................1
Potential Utilisation of IMC........................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Integrated Marketing Communication refers to the segregating all the methods of brand
promotion in order to promote a specific product or service among target consumers (Belch and
et.al., 2014). It includes various elements such as advertising, sales promotion, personal selling,
public relations, social media marketing, direct marketing, etc. Enhancing the nutrition and
eating habits of Australians become priority of its government. In this context, Australian
Medical Association (AMA) wants ban on advertising of junk food and tax on sugary drinks. In
this context, a new IMC pitch will be develop for Dominoes Australia which helps them in
tackling the issues effectively. A brief IMC situational analysis will be made and eventually, the
utilisation of IMC in dealing with the issue will be identified.
Background
Integrated Marketing communication is the methods used by business organisation to
enhance the brand promotions through advertising, social media marketing, direct marketing, etc.
In order to sustain in competitive environment it is essential that management of business
organisations uses various approaches of integrated marketing communication to raise customer
attraction and customer base simultaneously (Luxton, Reid and Mavondo, 2015). Like other fast
food restaurant in Australia, Domino's also affected by the decision if implemented by
government regarding ban of advertising junk food in Australia. In order to decrease obesity in
children, Australian Medical Association proposed to put ban on advertising done by fast food
restaurant like Domino's, Pizza Hut, McDonalds, etc. regarding junk food.
Stakeholders issues and concern
It could negatively impact on the major stakeholders of Domino's like customers,
investors, employees, shareholders, marketers etc. as without advertising, management would
not be able to attract consumers and thus, sales will decline substantially (Bhupathi, 2016).
Advertising plays crucial role in enhancing brand value and image. If government banned the
advertising on junk food and introduce tax on sugary drinks than it will impacts on the
productivity and profitability of Domino's. Integrated marketing communication has been
influenced by various factors such as relevance, credibility, headlines, layout, visual and
presentation. The ban initiative of Australian Medical Association has been on good faith but it
could affects the growth and development of fast food restaurants operating in the country.
Advertising plays prominent role in attracting customers towards the organisation. The factors
1

affecting present situation is increasing obesity in children and young people living in Australia.
The root cause of this is high rate of unhealthy eating practices. Junk food not only affects on
health of individuals but it also possess less nutritional value which is very important for an
individual to grow (Kitchen and Burgmann, 2015). Australian Medical Association proposed that
children are easily affected from the advertising that took place almost on all media platform i.e.
from radio to television, from paper to social media and applications undermines healthy food
education and motivating junk food eating habits. Parents especially mothers worried about the
increasing unhealthy practices of their children influences the ban of advertising junk food.
Children easily influenced from the advertisement and prefer to visit restaurants to taste the food.
Researchers have recommended that introducing tax on sugary drinks combined with subsidy on
fruits and vegetables could save the health sector $3.4 billion (Karp, 2018). Obesity is increasing
in children which ultimately affecting mothers and members of AMA. The association members
contends that exposure of children to junk food could impact negatively on their health and it is
essential to take essentials steps to prohibit advertising and marketing of junk food.
Banning advertising could affect negatively and management of Domino's must consider
that other ways and methods to advertise their products and services which could enhance its
productivity without violating laws. Stakeholders like consumers, employees, marketers,
investors should considers concern areas like advertising, communication, credibility, etc (Valos
and et.al., 2016). by the integrated marketing communication. Domino's management must can
advertise its products by providing information regarding healthy ingredients used for
developing food. It could enhance the healthy living life of individuals and also helps them in
sustaining the ban effectively and efficiently.
Potential Utilisation of IMC
Integrated Marketing Communication is the simple concept. It makes sure that all types
of marketing and advertising messages are link together efficiently. At its ground level,
integrated marketing communication, refers to integrating all the promotional tools so that they
can work abreast in harmony. Rather than working alone, IMC focuses on enhancing
collaborative work of promotional tools so that marketing activities and brand promotion can be
improved in effective and efficient manner (Ots and Nyilasy, 2015). In Australia, fast food
restaurants like Domino's could face troubles if the ban imposed on promotion of junk food. In
order to prevent harm to growth and development, management must change its marketing
2

strategies and demonstrate more healthy benefits of their products so that both Australian
Medical Association and parents of children can be satisfied. Integrated Marketing
Communication approaches like advertising, direct marketing, social media marketing, etc. can
be utilised by the management of Domino's in order to adhere to their marketing practices and
enhances their profitability and growth (Turner, 2017). To sustain in the competitive
environment it is rudimentary for the organisations to derive mitigation strategies so that
organisational goals and objectives can be accomplished effectively and efficiently (Gabrielli
and Baghi, 2016). IMC helps the organisation in delivering the precise information to the target
consumers which eventually raises the brand value of company. Domino's is large fast food
chain organisation incorporating in Australia could be affected by the ban on advertising of junk
food thus, it is essential for the management to devise mitigation strategies which could enable
sustainability of the organisation.
CONCLUSION
The above report concludes that Integrated Marketing Communication is the methods
used by business organisation to enhance the brand promotions through advertising, social media
marketing, direct marketing, etc. Australian Medical Association propose ban on advertising and
marketing of junk food in order to cease obesity in children of Australia. This could negatively
affects on the business of Domino's and other fast food organisation operating in country. The
meaning of IMC has been derived in the study and the situational analysis of present situation
has been done in the report.
3

REFERENCES
Books and Journals
Belch, G.E. and et.al., 2014. Advertising: An integrated marketing communication perspective.
McGraw-Hill Education.
Bhupathi, M.M., 2016. Integrated Marketing Communications. In Strategic Marketing
Management in Asia: Case Studies and Lessons across Industries (pp. 425-445). Emerald
Group Publishing Limited.
Gabrielli, V. and Baghi, I., 2016. Online brand community within the integrated marketing
communication system: When chocolate becomes seductive like a person. Journal of
Marketing Communications, 22(4), pp.385-402.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Ots, M. and Nyilasy, G., 2015. Integrated Marketing Communications (IMC): Why Does It
Fail?: An Analysis of Practitioner Mental Models Exposes Barriers of IMC
Implementation. Journal of Advertising Research, 55(2), pp.132-145.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing, 51(3), pp.605-626.
Valos, M.J. and et.al., 2016. Exploring the integration of social media within integrated
marketing communication frameworks: Perspectives of services marketers. Marketing
Intelligence & Planning, 34(1), pp.19-40.
Online
Karp, P., 2018. Australian Medical Association wants tax on sugary drinks and ban on junk food
ads. [Online]. Available
through:<https://www.theguardian.com/australia-news/2018/jan/07/australian-medical-
association-wants-tax-on-sugary-drinks-and-ban-on-junk-food-ads>
4

5