Developing Integrated Marketing Communications for Quay Australia

This report provides an analysis of Quay Australia's integrated marketing communications (IMC) strategy, focusing on the company's target customers, competitors (Le Specs and Local Supply), and communication methods (advertisement, sales promotion, and social media). The report includes a 3C analysis (Customers, Competitors, Communication) and a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. A new product development idea is suggested: colourful uni-lenses designed by international designers, targeted towards both men and women between 15-65 years old, segmented by age, lifestyle, and income. The report concludes with IMC objectives for the new product, emphasizing building brand awareness, generating interest, communicating information, cultivating desire, and gaining customer trust, aiming to position the product as both trendy and affordable.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
NAME OF STUDENT:
NAME OF COLLEGE:
AUTHORS NOTE:
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INTEGRATED MARKETING COMMUNICATIONS
Executive Summary
Quay Australia is an Australian eye-wear company whose main target customers are men and
women of the age group of 18-45 who seek for fashionable and trendy eye-wear solutions at
competitive prices for various purposes. The communication strategies which are currently
utilized in the company are advertisement, sales promotion and social media. The main
competitors of the company are Le Specs and Local Supply. The main strengths of Quay which
is identified are their variety of products and the effectiveness of the communication strategies.
The weakness of the company which is identified is lack of public relations. The growth strategy
which has been suggested to the company is introduction of a new product in the form of
colourful uni-lenses, designed by international designers in their existing markets.
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INTEGRATED MARKETING COMMUNICATIONS
Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
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INTEGRATED MARKETING COMMUNICATIONS
Introduction
There are various growth strategies which an organization can adopt regarding developing a new
product or service and the choice of the growth strategy is dependent on the capabilities and
competencies of the organization. In order to aware the existing and potential customers of the
company, an organization must focus on implement an effective communication strategy which
will help in informing the target customers of the company regarding the offerings of the product
and therefore it is very vital that an organization develop the objectives of integrated marketing
communication objectives. The current report focuses on the 3 Cs analysis and SWOT analysis
based on the 3 Cs of Quay, an Australian eye-wear company. The report also helps in suggesting
a new product development idea for the company along with its segmentation and positioning.
Discussion
Environment Scanning 3 C’s
Customers- The current customers of Quay Australia are men and women belonging to the age
group of 18-45 who seek for trendy and fashionable products and use sunglasses to protect their
eyes from various harmful rays such as UV rays, to provide comfort to eyes in low light
conditions.
The past customers of Quay Australia were mainly urban women customers belonging to the age
group of 18-35 who sought for stylish sunglasses at competitive prices to protect themselves
from scorching rays of sun.
The potential customers of Quay Australia are men and women between to age group of 15-65
years who seek eyewear solutions at competitive prices not only to look stylish and fashionable
but also to protect and provide comfort to their eyes.
Competitors- The man competitors of Quay in Australia are Le Specs and Local Supply. Le
Specs is a well-established Australian sunglass brand which has been present in the market from
many years. The products of Le Specs are fresh and modern and they also offer a feeling of retro
to their products. The market share strategy of Le Specs is to market as a modern and fashionable
brand which is yet trendy in nature and is choice of many eminent celebrities round the world.
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INTEGRATED MARKETING COMMUNICATIONS
The communication strategy which is being used by Le Specs to communicate with its target
market is advertisement. Local Supply is another Australian company which specializes in
making strong but light weight frames with polarized lenses and is competitor of Quay Australia.
The products of Local Supply are competitively priced in nature which are worn and loved by
home grown celebrities of Australia. As opined by Adebiyi and Bello (2018) the market share
strategy of Local Supply is to use the world’s best designer and high tech manufacturers to
attract their customers and increase their market share. The communication strategies which are
being used by Local Supply are Sales promotion and Advertisement.
Communication- The current communication strategies which are currently followed in Quay
Australia are advertisement, sales promotion and social media. As stated by Ali, Shaban and Al-
Zubi (2017) the company highly relies on advertisement of their product to attract the target
customers towards the products. Quay Australia focuses on advertising their products mainly
from online platforms to reach to maximum number of customers. The products of Quay
Australia are promoted by various popular and famous personalities and social media sensations
of the country to increase the acceptance of the products among the customers. As stated by
Cogoljevic, Dimitrijević and Cogoljević (2017) Quay Australia extensively advertises their
products through their official websites by providing detailed features and description of the
products and by taking help of various technological advancements to provide unique product
knowledge to the customers. Quay Australia also uses sales promotion as their communication
strategy in which the products of the company are offered to customers at cheaper price and also
with other attractive offers and benefits to attract maximum number of potential customers
towards the products. As stated by Finne and Grönroos (2017) Quay Australia also takes help of
social media platforms to communicate their target customers regarding their products and their
features. As opined by Seyyed Amiri et al. (2017) as majority of their target customers, remains
hooked to various social media platforms, therefore the company has increased presence in
various social media platforms to reach out to their target customers by advertising their products
in multiple unique ways in different social media platforms which creates a buzz for Quay
Australia in social media platforms which accordingly helps in attracting customers towards the
brand.
Duncan’s SWOT Analysis
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INTEGRATED MARKETING COMMUNICATIONS
The Duncan’s SWOT analysis of QuayAustralia is as follows:
Strength- The main strength of QuayAustralia lies in fact that customer base of product of the
company is high owing to greater variety. Other strength of QuayAustralia is combination of
communication strategies being utilized in form of advertisement, sales promotion and social
media. Other strength of QuayAustralia is effectiveness of market share strategy adopted by the
company as it has enabled them to gain popularity in market.
Weaknesses- The main weakness of QuayAustralia lies in the fact that that brand image of
company is comparatively lesser than that of their competitors. Another weakness of
QuayAustralia lies in fact that number of loyal customers are lesser in comparison to
competitors. Another weakness of QuayAustralia is that company lacks focusin improving public
relations image and their increased focus in advertisement to facilitate communication leads to
increased expenses for the company.
Opportunities- the main opportunity for Quay’s Australia to improve its position in Australian
market is to focus on including public relations strategy as a part of communication strategy
which will help in development of theirbrand image. Another opportunity for Quay’s Australia is
to increase the customer segments for their products to increase the market share and to develop
their communication strategy by implementing various forms of technological advancements.
Threats- The main threat for Quay’s Australia is rise of international competitors in their
business as mainly Quay’s Australia was involved in competition with domestic competitors and
therefore involvement of international competitors has increasedexisting competition level of the
company. Another threat of QuayAustralia is the pattern of sudden changes of customer
preference which can disrupt operations of the company in adjusting to changes in customer style
and preferences so as to maintain competition level in market. Another threat of Quay’s
Australia is increasing costs which are associated with various types of communication strategy
which can influence price and eventually demand of product.
Target Audience and Product Positioning
There are various types of growth strategies which can be implemented by Quay Australia such
as:
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INTEGRATED MARKETING COMMUNICATIONS
Fig: Growth strategies
Source- mindtools.com(2018)
As opined by Sharma and Sagar (2018) the new products of Quay Australia which will be
introduced in existing market segment are colourful uni-glass lenses which will be designed by
international designers. Thegrowth strategy which will be adopted by Quay’s Australia is
Product Development growth strategy where they will introduce new products in their existing
market segments. As opined by Manser Payne, Peltier and Barger (2017) the current products
which are offered by QuayAustralia to their existing customer segments are various types of
sunglasses such as aviators, wayfarers in various designs such as round frames and other cool
frames. Also eye-wear products rangewith bluelight glasses are offered to protect eyes from
harmful HEV lights which comes from various computer devices such as TVs, smartphones,
laptops etc. As opined by Ozcan, Hattat and Hair (2018) as result QuayAustralia will focus to
launch new product i.e. colourful uni-glass lenses which will be designed by international
designers and which will help to reflect mood and essence of customers during the Christmas
carnival. The new product which will be launched by Quay Australia will be designed by
international designers and will contain top quality features and technology which will ensure
safety of eyes. The colourful uni-glass lenses of Quay Australia will be competitively priced to
attract more customers towards new products by targeting on affordability. According to Schnurr
(2017) the existing products of QuayAustralia are mainly targeted towards the women market.
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INTEGRATED MARKETING COMMUNICATIONS
As opined by Xie, Xie Qian (Jane) and Zhao (2018) however the various coloured uni-glasses
will be targeted towards both women and men customers with available number of designs and
options in the new product line of QuayAustralia.
As stated by Grębosz (2017) the basis of segmentation for the new products of QuayAustralia is
age, lifestyle and income and these bases will form the basis of market segmentation of the
company. The different types of market segmentation which will be followed by QuayAustralia
for launching their new colourful uni-glass lenses will include demographics segmentation and
behavioural segmentation.As opined by Yang et al.(2017)the new products of QuayAustralia will
be targeted towards men and women between the age group of 15-65 belonging mostly to middle
level of the society, who seek light weight and trendy eye-wear solutions at competitive prices.
As stated by Guo et al. (2018) Quay Australia’s new colourful uni-lenses will be positioned as
both trendy and affordable products. Though trendy and affordable does not fit with each other
and are considered to be poles apart,QuayAustralia will take the challenge of combining both
these features via their new product which will have capability of offering greater value
proposition to their target customers.
The perceptual mapping of the new product line of Quay Australia is as follows:
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INTEGRATED MARKETING COMMUNICATIONS
Fig: perceptual mapping
Source: Author
IMC Objectives
The objectives of the Integrated Marketing Communication of Quay’s Australia regarding the
new products of the company are as follows:
 Building awareness and attention for the brand and their products as a consistent brand
voice which will help in building stronger relationship with customers and will transform
into brand loyalty.
 Generating interests in the products of Quay Australia by informing the customers the
point of differentiation of the products in comparison to competitors of the company.
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DotDotLeSpecsLocalSuplyHighly
Affordable
Highly
Fashionable
Low in
fashion
Low in
affordability

INTEGRATED MARKETING COMMUNICATIONS
 Communicating information regarding the products to the would-be customers in order to
increase their brand awareness.
 Cultivating the desire among the customers of Quay’s Australia to purchase the product
of the company.
 Gaining the trusts of customers and piquing the interests of Quay’s Australia in the
products of the company.
Conclusion
From the above report it is evident that integrated marketing communication plays a vital role in
communicating the offerings of product to potential customers which contributes to popularity
and sales of products. Therefore it is very important that a company implements effective
communication strategies in order to communicate their product offerings to their customers.
From the above report it is also evident that the analysis of the 3 Cs plays a vital role in
determining the context analysis which helps in determining communication strategy and
objectives of integrated marketing communication of the company. Further it is also evident that
the segmentation and positioning of new product must be based on capabilities of the
organization and characteristics of various segments in which the company operates.
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INTEGRATED MARKETING COMMUNICATIONS
References
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