Marketing Communication Plan for Crockett & Jones: A Detailed Report

This report provides an in-depth analysis of the integrated marketing communication (IMC) strategies employed by Crockett & Jones, a UK-based shoe manufacturer and retailer. The report begins with an introduction to IMC and its importance in achieving organizational objectives, followed by an evaluation of various marketing channels, including television, direct marketing, and social media, and their roles in achieving communication objectives. The report then outlines the design of communication objectives for Crockett & Jones, along with a justification for the selection and integration of communication channels. A detailed marketing communication plan is presented to effectively meet the company's communication objectives, followed by a critical evaluation of the plan in relation to communication strategy, channel choice, and creative content. The report concludes with a summary of key findings and recommendations for optimizing Crockett & Jones' IMC efforts.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Evaluation of various kinds of marketing channels and their role in achieving
organisation's communication objectives...............................................................................1
TASK 2............................................................................................................................................4
P2 Designing communication objectives for an organisation................................................4
P3) Justification for the selection and integration of communication channels.....................6
TASK 3............................................................................................................................................7
P4) Marketing communication plan to effectively meet communication objectives.............7
TASK 4 .........................................................................................................................................12
P5) Critical evaluation of marketing communication plan in relation to communication
strategy, channel choice and creative content......................................................................12
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15
.......................................................................................................................................................16

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. 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.
TASK1
P1 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: 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,
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Birmingham, Paris, Brussels and New York which are running a Mail Order Service for new and
existing customers (Crockett and Jones, 2019).
Different kinds of 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.
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
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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).
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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).
TASK 2
P2 Designing communication objectives for an organisation
Marketing communication channel refers to media channels which delivers message and
offers to customers of company. 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
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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).
a) 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
b) Critical evaluation of organisation's communication objectives
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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.
P3) 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.
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
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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.
TASK 3
P4) 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:
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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
communicating its brands features.
 Role and effective function of
advertising agency and other
promotional facilitators provide great
 High level of competition from big
brands like woodland, Nike, Adidas,
etc. which are making use of better
promotional and communication
techniques.
 Not much innovative as compared to
other big shoe brands and not have
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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.
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.
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
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