Integrated Marketing Communication Analysis: Renault Twizy Case Study

This report provides a critical evaluation of the integrated marketing communication (IMC) practices employed by Renault, specifically focusing on its Twizy electric car. The report begins with an introduction to IMC, defining its core concepts and its role in branding, along with its evolution and benefits, such as improved interdepartmental communication and cost-effectiveness. It then discusses the challenges and barriers to IMC implementation and the importance of measuring IMC policies. The report analyzes the key elements of the marketing communications mix, including direct marketing, digital marketing, and social media marketing. It offers recommendations for targeting new markets and concludes with an assessment of the current marketing strategy. The report also examines the use of various marketing tools and techniques, emphasizing the importance of strategic awareness and the integration of different marketing operations to promote and sell products effectively, ultimately aiming to increase brand effectiveness and sales.

Critical Evaluation of Current
Integrated Marketing
Communications Practice

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
PART 1............................................................................................................................................1
Critically analyse the concept of integrated marketing communication other areas of
marketing and business management..........................................................................................1
PART 2............................................................................................................................................6
Key elements of the marketing communications mix ................................................................6
Recommendation for targeting new market..............................................................................10
CRASH TEST................................................................................................................................11
CONCLUSION:.............................................................................................................................15
REFERENCES:.............................................................................................................................16

INTRODUCTION:
Product and services can only be promoted and advertised through effective marketing
communication. Marketing plan consists of essential elements that have to be followed and
implemented while promoting a product (Belch and Powell, 2014). Along with this marketing
helps in increasing brand awareness by attracting more customers. It uses several platforms such
as social media, internet, etc. through which product is advertised. This report is based on
concept of integrated marketing communication of Renault company. It will show how company
can promote its product that is Twizy car in the market. In addition to this, it will analyse its
marketing mix and give some recommendations to improve it.
For undertaking this report the organisation selected is Renault. The cited firm belongs to
auto-mobile sector and operates globally (Fill and Turnbull, 2016) The existence of company
on such a great level requires effective IMC. Thus, this report will help in developing a relevant
one.
PART 1
Critically analyse the concept of integrated marketing communication other areas of marketing
and business management.
Definition of IMC: The Integrated Market Communication or IMC is the combination of
processes and the software that is used to improve the production capacity and handling of wide
range of business operations in a better way. It makes the production processes more effective by
improving inter departmental communication process and help in building the more strategic and
cost efficient manufacturing structure (Cowley, 2016).
Branding and The concept of integrated marketing communication : It will help the
firm to gain, adopt and implement the suitable knowledge about the development of the electric
cars and services related to it. Thus, an organisation will look after the better handling of the
development process of its products and goods to have a better productivity(Lusch and Vargo,
2014). .
A great deal of operations have been changed since the development and growth of the
company and its effective implementation in firm. It helps the firm to keep a check on the stack

holders and the brand portfolio (Bauer and Gegenhuber, 2015) Besides this, it will help the firm
to integrate and adopt good measures to improve the company's product details. The branding is
also deeply dependent on IMC process that will lay a very vital and significant impact on
organisation by supporting a better growth and development of brand equity and having a market
benefit. Also, it will help in better utilization of internal and external resources that will help in
increasing the capabilities of firm (Ang, 2014)
Evolution of IMC:
It was first used as the effective handling of the 'silos'. Later on it was begun to use for
managing the operations related to the production and sales management process in many firms.
Later on, it was effectively used to manage the details and operations of stakeholders and
improve the core efficiency of the business firm (Belch and Powell, 2014.). Now it is used in
almost every manufacturing firm to increase the production capacity.
Benefits or pros of IMC:
This approach has many major benefits that help the business organisation to work with
more effectiveness and efficiency. Some benefits of using the IMC approach is:
 It improves the interdepartmental communication process that helps in the better rise in
manufacturing efficiency of a enterprise (Batra and Keller, 2016)
 It supports the cost effective approach that will help in the better handling of wide range
of innovative products and services like electric car.
 It improves the interdepartmental communication and help in meeting the goals and
targets that are been set by the firm (Schivinski and Dabrowski, 2016)
Changes and barriers/ Cons of IMC:
With passage of time, IMC has modified and has altered to a greater extent and has
helped the organisation to handle the manufacturing business operations in a very efficient and
effective way (Rakić and Rakić, 2014) Other than this, it helps in the better rise in operational
efficiency and knowledge of the work force at cited business organisation.
The major barrier behind this is that IMC requires high level of technical skills and
effective knowledge to manage its effective usage and handle the business operations of the
company in a much efficient manner (Al Khattab, As’ad and Zaidan,2015).

Integrated marketing-communication is most appropriate approach for the organisation in
order to making more contribution in formation of effective marketing strategy and building
sufficient communication to its various suppliers and customers in the market in relevant form.
This is the latest form of making communication in the company in order to make promotional A
great deal of operations have been changed since the development and growth of the company
and its effective implementation in firm. It helps the firm to keep a check on the stack holders
and the brand portfolio. Besides this, it will help the firm to integrate and adopt good measures to
improve the company's product details (Wirtz and Lovelock, 2017)
Measurement of IMC policies:
The IMC policies and measures are yet to be widely accepted as there is as such no
proper standardization of practices and commonly accepted definition. The understanding about
the utilization of IMC is quite slow due to its prolong implementation and lesser know marketing
communication approach. However, the requirement of assessment and evaluation of values is
been identified (Eccles, Krzus and Ribot, 2015)
Integrated marketing-communication is most appropriate approach for the organisation in
order to making more contribution in formation of effective marketing strategy and building
sufficient communication to its various suppliers and customers in the market in relevant form
(Zeng, 2016) This is the latest form of making communication in the company in order to make
promotional activities of the company in sufficient manner (Ewing and Ramaseshan, 2015). Its
professionals are implementing several kins of integrated marketing tools in order to promote
their several innovative product and services in various markets in efficient form. Moreover,
with the assistance of these techniques, the business professionals of a business organisation can
effectively promote their product and service with using various digital innovative tools and
techniques in the market in relevant manner. Integrated marketing-communication approach also
could be used by management department of the company in order to proper management of
each marketing exercises in the company in effective ways (Ots and Nyilasy, 2015). Thus, it
could be said that, integrated marketing-communication might be used in order to making proper
communication with its several marketing activities in respect to provision of competitive
message to its numbers of customers in the market in relevant form so which could increase the

company's brand effectiveness and also raise its product and service sales in the various markets
effectively. It will help in opening a new market segment in the market and thus will provide the
organisation with better idea about the various measures that will help the organisation to
develop a better strategy (Shin, Pang and Kim, 2015)
Creating strategy awareness: The better utilization of IMC will help in creating of
awareness about business solution. The rise in the awareness level of the different strategies that
have been utilised in the company will help in better handling of business operation (Killian and
McManus, 2015) The better awareness of the different sort of strategies that are been opted by
the cited firm will help the organisation to meet the operational requirements and gain a better
productivity and revenue generation. This will also help the firm to have a better risk assessment
and development of the different strategies that will increase the effectiveness of the organisation
in a better way. The communication process will help in better handling of the business
operations and help in meeting the needs and demands of the customers. Besides this, the
integrated marketing communication will help the firm to have a better productivity and profit
margin (Fill, and Turnbull, 2016). This will also support the adoption of different sort of
innovation that will help the firm to handle the business operations in a very effective way. The
strategic awareness will also help the firm to include the better measures that will help the firm
to handle a wide range of business operations and develop an effective understanding, taking the
suitable measures to increase the production of electric cares by cited firm (Cowley, 2016)
The rise in the awareness is the indication that the employees are working with efficiency
and meeting the operational requirements of the different sort of the organisation will help the
firm to meet the operational requirements of the organisation in a very significant manner. Other
than this, various measures are been taken in the effective consideration by the organisation that
will help the business organisation in a better way to handle the business operations (Karjaluoto,
Mustonen and Ulkuniemi, 2015) The adoption of effective marketing strategies that will help in
effective rise in the operational capacity of the organisation and help the business firm to meet
the operational demands of the cited business firm. Also, the innovation will help in rising the
efficiency of the business firm in a better way. Other than this, the rise in awareness will help the

business organisation to adopt innovative measures and techniques to promote and sale its
product and goods.
Different sort of integrated marketing operations will be taken in consideration by the
firm that will help the business organisation to have a better revenue generation. Some major
marketing operations that are been taken in consideration are:
 Direct marketing: this involves the direct communication with the customer to promote
and sale the product and services. This approach is beneficial to get the insight and
demands of the customers (Batra and Keller, 2016)
 Digital marketing: it involves the usage of digital tools and techniques that will help in
better growth and development of the different services related to its products and
services It is one of the fastest method of promoting the products and services.
 Social media marketing: this involves the utilisation of the social media platform like
face book and twitter to get the better idea about promoting the products and services by
a business organisation (Blakeman, 2018).
Other than this, it will lay a deep emphasis on the different business operations like
production, sales, logistics and delivery of car to the customers. This will help the organisation to
have high productivity and meet the operational requirements of the company. This will also
help in meeting the organisation's standards and help the firm to adopt better innovative
measures to market the developed product by a company (.Mishra, Boynton and Mishra, 2014)
Other than this, the IMC approach will help the firm to interconnect its various departments and
have a better productivity. The IMC approach will contribute in the better developing, launching
and selling of innovative product and services (Keller, 2016)
Challenges faced by IMC:
The early development of IMC concepts will lay a very deep impact on business
operations and supports a better development of technologies in business firm that will lay a very
crucial impact on business operations of the organisation. With the globalization, the practices of
IMC implementation will have to be altered as per the requirements. Thus, the IMC helps in
better market coordination creating a scope of communication and implementation of IMC
approaches for strategic implementation (Ang, 2014)

Thus, it can be said that despite the huge benefits to an organisation, IMC is still not be
widely utilized due to lack of knowledge and help in better communication process. On the basis
of such factors, it can be concluded that IMC helps in better growth of a business organisation.
PART 2
Key elements of the marketing communications mix
Marketing-communication is a mixture of several elements that are used in promoting
and advertising of product.
Communication mix :- It consists of 4C's of communication that helps in marketing the product.
Renault company is a French multi national company. It is headquartered in boulogne
Billancourt near Paris. It is the ninth biggest manufacturer of auto mobile in the world (Luxton,
Reid and Mavondo, 2015). It was founded by Louis and Marcel Renault on 25 February 1899.
It is a leading producer of cars and is having strong market share in Europe.
Marketing is a very broad term that consists of several elements. It includes developing
products, market research, distribution process, determining price, etc. In marketing,
communication plays a vital role in marketing mix. It helps in providing effective information to
customers. Besides this, communication mix contains specific methods that is used in promoting
product. According to this, marketing strategy is developed (Zabkar, Mumel and Vanita, 2015).
This helps firm in long term growth. Moreover, more effective communication will be more it
will help in attracting customers easily. In context to this, Renault company requires an effective
communication mix (IMC elements, 2018) There are different elements in communication mix
that is described below :-

Advertising- It is the most common way of promoting product. Also, it is very prominent
element of communication mix. It helps company to promote product via target market.
Moreover, by this large number of people can be targetted in very less time (Šeric, Gil-Saura
and Ozretić-Došen, 2015). It involves high cost and is done via newspapers, magazines, TV, etc.
Renault company can advertise its car through this. It will be very beneficial for them in
attracting people. Also, they can reach maximum customers. An effective advertisement will
help in increasing awareness about Renault Twizy. Communication- It means communicating
right message to right people by using right medium. If communication is done effectively, it
will automatically attract people towards the product. (Keller, 2016). Company is advertising
this product by giving ads on TV and newspapers. Also, they are promoting it through social
media. It has also provided information on their website.

Personal selling – in this businesses use sales force to sell the product after meeting face-
to-face with the customer. It is another way of promoting product by establishing distribution
channels. It helps company to sell and distribute product through retailers, whole sellers,
suppliers, etc. customer can visit shop for purchasing product. In this retailers offer schemes to
customer to attract them. Renault is having its own retail outlets, therefore, they can promote
product by various methods (Blakeman, 2018). They can communicate with existing customer
and make them aware about Renault Twizy. Cost -It is related to cost of product. Cost f product
should be based on consumer ability to pay for it. Company should be able to determine cost in
such a way that it helps in attracting consumers easily. Company is promoting product to its
existing customers. Also, people who arrives in their outlets are been told about this new
product. (Fill and Turnbull, 2016)
Face to face- It is a way of selling in which sales person directly interacts with customer. It is
like door to door marketing. A person requires effective skills and qualities for doing this
marketing. Renault can use this to advertise its product. It will help in providing all details
regarding Twizy. Moreover, it will help in creating interest of people to buy that product
(.Jaakkola, Helkkula and Aarikka-Stenroos, 2015)
Discounts and offer – This is also a common way of adverting products. In this company
provided discounts and offers to people for purchasing their product. Generally, it is done when
product is launched for first time. It includes various types of methods such as coupons, percent
offs, etc. This allow people to buy that product. Also, it helps in attracting and retaining
customers. Renault company usually provide offers on festive seasons. But, company can
advertise its product by giving discounts to people (Keller, 2016). It will help in attracting
people and increasing brand image. In this firm needs to reduce its profit margin in order to
provide discounts. The must maintain balance between profit and cost. Company is providing
discounts ad offers to customer who want to buy it or are interested.
Public relations- In this communication is done through mass media. This helps in marketing
product using newspapers, TV, etc. the main purpose is to promote business idea so that people
get engaged with company. Also, it helps in making strong relations with public. In this firm

tries to show why they exist and what is their vision (Lusch and Vargo, 2014). Renault can
build strong public relations with customer that will help in attracting people. Company is
advertising this product by giving ads on TV and newspapers. Also, they are promoting it
through social media. It has also provided information on their website.
Direct marketing – It is the most interactive approach in which company directly interacts with
target customers. It is done by sending e mails or contacting via phone. It helps in getting
reviews of customer on how they react. By this customer gets aware abut new schemes and
offers. Renault can use this communication mix by sending emails to existing customer. This
will help in creating awareness about Renault Twizy. Control – Company should be able to
control its marketing activities so that improvements can be done. It will help in taking effective
measures in weak areas. (Al Khattab, As’ad and Zaidan, 2015).
Event sponsorship- this method has been recently emerged as very popular. It allows company
to promote their products by sponsoring an event. The events are related to any field such as
sports, entertainment, etc. that allows represent company product. A huge amount is paid by
company to sponsors. In the sponsorship may include mix of benefits during the representation
event to hand out sample, Gifts and sports. Renault is already engaged in various sponsorship
events. Therefore, they can use it more effectively to promote its Renault Twizy. Creditability It
will help in describing trust and quality of product. By this company can build trust among
people for using their product. (Blakeman, 2018).
Company has sponsored various events to attract people.
Strength –
 The communication mix is focused on increasing brand awareness in the market by using
effective marketing strategies. It will help in making aware people about new product.
Also, in quick time the market share of Renault will be increased.
 Besides this, it focuses on building relationship with existing customers so that it is easy
to promote product through mouth publicity.
Weakness –

 The mix followed by company will incur huge cost. It will lead to increase in expenses of
company (Belch and Powell, 2014)
 A lot of resources and funds will be required in advertising and promoting new product.
Also, it is very time consuming process. (Al Khattab, As’ad and Zaidan, 2015).
This marketing mix will help Renault to increase brand awareness in the market. It will
help in making people aware about Twizy car. Also, it will help in generating sales and revenue.
Along with this, company will be able to gain market share and customer base. Moreover,
customer satisfaction will increase. Organisation will be able to grow and survive for long term.
Recommendation for targeting new market
In order to promote product Renault can use various communication mix strategies. This
will help them to make aware customer about Renault Twizy and increase brand awareness (Ots
and Nyilasy, 2015). Some recommendations are as follows :-
 Renault is a MNC that is having stable market share in different countries. It is earning
enough profits so that it can survive for long term in the market. It belongs to auto mobile
sector that is highly influenced by changes in external and internal environment. It also
faces critical problems and issues (Renault history, 2016). Renault was European leader
in 2013 with market share of 37.1%. In UK there was increase of Dacia model with
26000 in past two years. (Blakeman, 2018). It is able to achieve 1% increase in market
share that is consistent since five years. They also need to improve its efficiency to
expand business.
 In order to develop effective integrated marketing communication Renault can target
adults and people who belong to middle class family. (Ewing and Ramaseshan, 2015).
This will help firm to develop marketing plan accordingly.
 They can communicate with exiting customer to take their feedback. it will help in
retaining them. They can use social media to interact with people. This will be very

effective for them to advertise (Fill and Turnbull, 2016). Moreover, it will help in
increasing product awareness about Renault Twizy.
 Renault can allow customer to buy car on loan at low interest rates. This will help in
attracting people who want to purchase car.
CRASH TEST
Developing a marketing plan will help Renault to advertiser its product in effective way.
Also, it will help in measuring results so that improvements can be done. The cited firm is using
SOSTAC model for developing marketing plan. It contains following steps :-
Situational analysis
At present Renault is involved in auto mobile industry is having business operations in all
over the world. Company is facing certain issues due to change in environmental factors. Renault
was European leader in 2013 with market share of 37.1% (Kumar and Jain, 2015). Afterwards it
kept reducing. In UK there was increase of Dacia model with 26000 in past two years. It is able
to achieve 1% increase in market share that is consistent since five years. It is expected that
Renault will open several outlets in order to increase its sales. They also need to improve its
efficiency to expand business. Renault sales are decreasing due to its product quality. Also,
various other companies exist in the market that is giving tough competition. Sales was declining
because competitor marketing strategy was very attractive. Also, there was change in taste and
preference of customers.
Objectives
 In this company uses SMART objectives so that it is easy for them to achieve its. Also,it
will help in developing goals that can be achieved in specific time.
 To increase brand awareness of Renault Twizy and further penetrate the market.
 To gain 20% market share in UK within 6 months.
It is as follows :-

Specific The company aims to increase brand awareness of Renault Twizy by 25%
at the end of 2018. This will be done by using social media.
Measurable It must be achieved within 12 months.
Attainable Objectives can be attained by using social media or advertisement.
Realistic It can easily achieve by company within 12 months
Time bound For achieving these objectives time bound is 12 months.
Strategy
In this DAMP model is used that will help in developing marketing plan. It is as
follows ;-
Distinguishable Customers are targeted on basis of income level. Company should
target those who belongs to middle and high class.
Accessible Firm can use social networking sites such as Facebook and Instagram
to attract people.
Measurable Target segment of firm belongs to people who wants cheaper car with
high average.
Profitable People who lives in Urban area are uses most of social media and
young people really like to make new updates on social media so its
very profitable for organization to target this segments.
Segmentation - Renault can do market segmentation so that it can target specific people.
Targeting – They can target its product to place where it can attract a lot of people.
Positioning – By doing effective marketing they can position their product in the mind of
people.
Tactics
Renault communication mix should provide a clear message to people. It must focus on
using Renault Twizy on order to protect environment. They must target people who of age 21 –
60 in UK. For this they can use social media and advertisement for promoting their car. Also,
print and online media can be used ( Zabkar, Mumel and Vanita, 2015). Company can focus on

middle class people of UK. By creating online survey Renault can make aware people easily
about Renault Twizy. Apart from this, firm can use different IMC tools to penetrate market.
They can also sponsor events that will benefit firm in increasing product awareness. This will
include huge cost but it will enable enterprise in effective marketing.
By implementing this plan, Renault will be able to create product awareness in them
market. With this it will be easy for company to sell their product. Also, people will know about
new product. It will create interest among them to buy that. This will help Renault to increase
customer base.
Currently Renault is not able to gain enough market share in UK. It is because of tough
competition. Also, the sales and profits are decreasing due to ineffective marketing of products.
So providing Renault twizy to people Renault will be able to company will be able to attract
more people. This will help in increasing market share and generating revenue. This strategy will
focus on achieving short term goals so that company can compete in the market. It will lead to
effective marketing of product.

Actions
In order to implement the above tactics company can use social networking sites such as
Facebook, Instagram, Twitter, etc. These both platform contains high number of people who are
using it every day. Thus, it will be beneficial for firm to promote its product easily. Along with
this, enterprise can sponsor events such as sports, etc. (Šeric, Gil-Saura and Ozretić-Došen,
2015). This will make people aware bout what new product has Renault has launched. However,
it will incur high expenses but it will be easy for firm to make further strategy. Automatically,
people will get attracted towards Renault Twizy. Company can use direct marketing as well. It
will help them to attract more people. By this it will be easy to increase product awareness in the
market.
Control
It is very important to have control on IMC plan. Implementing plan is not enough, firm
needs to control it by taking effective measures. This helps in measuring results of plan and
improving it. For this marketing department is divided into many parts such as sales force,
market research team, etc. (Luxton, Reid and Mavondo, 2015). They all perform various

activities to implement above plan. Also, leaders and managers monitors the overall activities of
team. By doing this, Renault can measure its objectives that has been set. This can be done by
conducting market surveys, online survey, etc. It will give results and accordingly, company will
check how effective is their marketing plan working.
The marketing manager will be involve in controlling this. He will ensure that plan is
implemented accordingly. Measure taken will be monitoring the plan. Besides this, standards
will be set so that plan can be evaluated.
Every month manager will evaluate performance of employees and marketing plan,. This
will help in monitoring overall activities of plan. Also, in case manager can take decision to
make changes in plan.
CONCLUSION:
From this report it is analysed that integrated marketing mix helps a company to develop
marketing strategy. Also, it helps in increasing brand awareness in the market. In marketing,
communication plays a vital role in marketing mix. It helps in providing effective information to
customers. In order to promote product Renault can use various communication mix strategies. It
will help in advertising product. Developing a marketing plan will help Renault to advertiser its
product in effective way. By implementing this company can increase brand awareness. Also, it
will give results that can be measured and improved. Besides this, Renault will be able to create
a large audience base by promoting their product.

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