Reviewing DuPont Pioneer’s Use of Integrated Marketing Channels

The analysis delves into DuPont Pioneer's application of integrated marketing communication strategies, emphasizing the use of Fill’s Marketing Communication Planning Framework. The study examines how different promotional methods are reinforced through consistent brand messaging across diverse platforms. Various frameworks have been implemented by DuPont Pioneer to elucidate their marketing communication channels effectively. This paper explores the integration of both traditional and modern marketing channels, highlighting the role they play in reinforcing brand messages. Furthermore, it discusses the benefits and challenges associated with integrated marketing communications within the context of DuPont Pioneer's strategic initiatives.

Integrated
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
(a) Background Information.......................................................................................................1
(b) Internal Communications.....................................................................................................2
(c) Internal Resources.................................................................................................................4
Task 2...............................................................................................................................................5
(a) External Communication.......................................................................................................5
(b) External Communication campaign......................................................................................6
(c) Branding ...............................................................................................................................8
Task 3 ............................................................................................................................................11
(a) Communication methods.....................................................................................................11
(b) Online and Offline media ...................................................................................................12
(c) Integrated Marketing Communications Plan.......................................................................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Integrated communication is the application of a consistent brand messaging across both
the traditional and modern channels of marketing within the company or in the marketing field.
This process uses different promotional methods for its reinforcement (Dahlén, 2010 p.66). In a
normal definition, it’s the transmission of the communicated information either verbally or in
written form. In any company like the DuPont Pioneer, in formation is meant to be exchanged
between individuals through a common system like the mass media and print documents. DuPont
Pioneer is a rapidly growing company for five years now. In DuPont Pioneer, I lead a team of
four professionals who also have full responsibility to the global employee audience. To ensure
effective communication is in place for the professionals and other employees, I have a series of
meetings throughout the week to have everything channeled as required (Mihart, 2012). On
Monday, amanagerial duty is mandated upon me to have the global teleconference meant to
review the Pioneer Communications planning calendar. I met the Pioneer intranet manager to
discuss the process of securing the outsourced online publishing. After that, I had a consulting
appointment with the web services staff to set up a team site for Global DuPont Public Affairs
task which is the leader.
Effective communication in the company involves holding meetings with the
communication leadership team to hold discussions about the planning procedures and budgets
for that fiscal year. As a person mandated to assume the managerial position, I am ensuring such
meetings are held at DuPont Pioneer during the second day of the week. It is necessary to have
the integrated communication forming part of the web, and as a result, the intranet is of the great
essence when it comes to the integrative communication processes. To ensure this is achieved, I
also held a series of web meetings with DuPont colleagues about the intranet platform
capabilities.
Task 1
(a) Background Information
DuPont Pioneer is an agricultural production industry with its headquarters in Des
Moines. The business began in 1926, and until now, the industry has employed up to 12,500
employees across the globe in more than 90 countries. The pioneer part was acquired by the
industry in 1999 and has become part of the science company focused on scientific food
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production to solve global food challenges. In doing this, DuPont Pioneer is committed to
delivering solutions to assist in meeting the growing population’s demands for agricultural
products through increased food production.
There are various types of organisation which are as follows:
 Profit organisation- It is that organisation which earn profit for providing different types
of services and products to their customers. The profit which is earn by employees are
given to company owners.
 Non profit organisation- This is that organisation which help people without taking any
money and provide welfare products and services.
 Global organisation- It is the organisation which exchange various types of products or
services to one country to different country.
 The company has approx. 52000 employees work in this industry. It is the small
agriculture company which produce various types of hybrid seeds. Its annual turnover is
approx. 6.3 billion.
 The core values of the company assist in providing quality agricultural products. The core
values help in the provision of safe, sufficient products with sustainable energy. The
company is a Business to Consumer (B2C) type with the main competitors being other
agricultural companies like the Monsanto Company. The products are also of good
protection for people and the environment.
(b) Internal Communications
Effective communication serves as the bedrock of any business activity whether via email
or in person. It can capture public opinion, give the business enterprises a sense of purpose and
persuade the stakeholders to increase funding meant to boost the business to successful levels. In
an organization like the DuPont Pioneer, almost 85 percent of the total projects meet the original
goals. A highly effective internal communication at DuPont delivers the best projects promptly
within the projected budget (Rust and Asada, 2012). This ensures the customers’ tastes and
preferences are met on a timely basis and also welcomes the customers’ views on the possible
areas where adjustments are needed. Organizations with effective and efficient communications
are likely to stay afloat in the business sector and meet the quality standards. This is because
good communication process keeps the stakeholders engaged and project teams motivated. In
DuPont Pioneer, internal communication ensures all the procedures mentioned above and fruits
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of good and efficient communications are met. The effective communication helps in analysing
all staff members of organisation which achieve goals and objectives in better manner. It has
identifying culture and empower workers for making accurate decision in organisation goals. In
the firm, employees assist in enhancing large productivity and earn profitability. Small business
enterprise does not understand good internal communication which help in maximise profit and
also adopt latest technologies for increasing more production.
Many project leaders in DuPont pioneer mainly rely on a variety of push and pull
communication methods to keep the sponsors, executive, and other business associates updated
on the progress of the projects. The internal communication strategy at DuPont Pioneer is mainly
geared towards giving people within the company what they want and by extension, the outside
environment (Einwiller and Boenigk, 2012). The executives at DuPont Pioneer work to
streamline the communication-collection process. During this process, they collaborate with the
project managers during the initial planning phase to outline their preferred communication style,
format, and frequency. DuPont Pioneer ensures all the project documents are kept in the
company’s portal where any employee upon logging-in can access the information required (Vel,
2010 p. 377). The portal is regularly updated by the occurrence of events in the company so that
no information is left uncaptured. The portal has become the heart of the communication process.
From the portal, and the stakeholders can view the spreadsheets of the company’s financial, the
pdfs of the work structure and the status report of the company. The portal also enables
stakeholders to easily access the all the projects in the portfolio whenever they need it. The portal
can as well be accessed by the registered customers and is subject to scrutiny by any customer
who feels the preferences are not up to standards.
The various data about the company’s operations are offered in multiple formats so that
each stakeholder can access the information in the preferred format. The customers can choose to
access the data too and monitor the stock market progress and their investments. This process
encourages transparency and communication on what project is currently undertaken by the
company. The projects at the industry are pushed to the stakeholders and the through emails and
meetings where the stakeholders. During this process, the stakeholders are invited to review the
processes and offer feedback. Therefore, this further encouraged stakeholders’ participation
which again is very healthy for DuPont Pioneer. The internal communication at the company has
built trust among the projects teams, executive, stakeholders and customers since DuPont
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Pioneer employ much of Business to Consumer (B2C) type. The project team keeps the
stakeholders and customers updated on the progress and any possible issues. It also creates a
trust that the team is delivering according to the expectations and make it easier to solve
problems relating to the customer's preferences. The internal communication at DuPont Pioneer
offers secure and anonymous methods of communication which enable the customers to report
any unethical behaviors among the employees, in compliance with the business conducts and
code of conduct issues. The hotline services at DuPont Pioneer is a multilingual and free phone
number to call to report any suspected violations of the code of conduct. The hotline services are
available 24 hours a day throughout the week (Gallagher and Tao, Kineto Wireless, 2011). The
hotline services ensure the customers are engaged in the daily activities of DuPont Pioneer since
most activities involve customer-employee relations.
(c) Internal Resources
The internal resources at Dupont Pioneer range from human resources to material and
financial resources which either impact directly or indirectly to customers’ involvement.
There are two internal resources which are discussed as follows:
 Financial resources- It is an important source of making profit. The business spent money
in form of cash, credit cards and liquid securities. An enterprise should invest some
money in business activities for effective running of these operations. It will provide
growth and development and also achieve success. The Dupont pioneer use this resources
for enhancing its capital.
 Human resources- It is necessary elements of every organisation. This resource control
and manage all business operations for smooth running of company functions. Cited firm
has to manage its human resource for coordinating their employees in effective manner.
DuPont pioneer company is focused on the product innovations through the skilled
workforce which has heavily invested in the Information and Communication Technology (ICT)
(Gambetti, 2012 p. 65). The company has a robust ICT network which is geared towards
agricultural production in large scale. There are a lot of software and information technology
(IT) services which operate in a mature and harmonized market for the proper reputation of
producing effective and reliable agricultural products. The company is engaged in the IT
solutions to the needs of the people through product innovations. The allocation of IT resources
has ensured all the viable customers get access to the newly invented products in the company
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and places the same customers at a position whereby they can give their views as far as product
innovations are concerned. This has impacted positively in the client's engagement with their
ideas can also be interested in the production process and the product innovations. At the heart of
human resource is the manager of DuPont Pioneer who is reachable by customers should any
issue arise. The human resource is structured in such a way that the company meets its material
needs via the esteemed customers globally.
DuPont Pioneer informally applies the principles of materiality in setting the priorities in
the human resource departments. These priorities help in shaping the organization to focus on the
sustainability priority areas. The company has applied a more structured approach to materiality
by identifying the close to 22 key sustainability topics. In this process, the customers and other
business partners were actively engaged in materiality workshops to discuss and map the
sustainability problems on the materiality grid for the company. There are also increased
financial resources at DuPont Pioneer which has effectively led to increased marketing activities.
Thus there has been increased creativity in the communication areas such as the intense use of
the hotlines services to enhance market expansion through a gathering of necessary market
information from the customers (Stacks and Salwen, 2014). There are many internal resources at
DuPont Pioneer which aim at environmental conservation. Besides they provide energy-efficient
based products. The company applied the extensive use of the photovoltaic, biofuels, wind
energy and fuel cells. The customers are welcomed to engage the company on the possible ways
through which the company can harness more environmentally friendly energy sources.
Task 2
(a) External Communication
DuPont Pioneer is committed to enhancing external communication with the business
environment. In an attempt to achieve the external communication, the company tries to create a
great sense of value proposition among the customers. Creating value proposition would compel
the company to give explanations why their product is the best in the market. Creating value
proposition provides an answer to customers when they ask: “Why should I buy this product or
idea at the expense of the other one?” the value proposition must compellingly give this answer.
Creating a good value proposition involves knowing the product or idea in depth and know how
it compares with other competitors and if possible, the company should strive to put itself in the
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customers’ shoes. This is what DuPont Pioneer executes in creating its value proposition.
Monsanto Company is so far the main competitor to DuPont Pioneer Company. Therefore for
DuPont to outdo the Monsanto Company, it has to communicate its customer value proposition.
DuPont Pioneer understands that the primary target for its clients is the quality
agricultural products which affordable as well. These products are then advertised on the
company’s portal and billboards whereas Monsanto Company only seems to dwell on the social
media for its advertisements of the agricultural products (Thorson, 2013 p. 89). DuPont Pioneer,
unlike Monsanto Company, understands the most important values the business offer. It is
because of this that the company has tried reaching the customers on the internet and even
developing android applications which provide the socialization platforms with the customers.
DuPont is committed to communicating its ideas to the customers and also committed to
executing the idea.
In Monsanto, the ideas are also expressed, and the company as well is also committed to
having the ideas happen within the shortest time planned (Niemann-Struweg, 2014). This
explains why Monsanto is a company not worth writing off in the agricultural production
competition. Both being agricultural companies, Dupont and Monsanto both deliver the
messages on the agricultural products.
The Dupont and Monsanto company are discussed as under:
Dupont pioneer Monsanto company
It is small business enterprise which provide
hybrid seeds to customers.
The annual turnover of this firm is approx. 6.3
billion.
It has approximately 25000 employees who
works in this industry.
It is American multinational agrochemical and
agricultural association.
This company annual turnover approx. 66
billion.
It has only 20800 workers who employs in the
firm.
(b) External Communication campaign
The company targets to deliver the marketing communication to the customers who at
this point have become the primary target for this type of communication. Besides, the
customers, the business partners, and prospects are also the targets in this external
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communication for DuPont Pioneer. The business partners in this context include the retailers for
the agricultural products and the distributors. This external communication generates greater
demands for the agricultural products hence increasing revenue and then marginal profits.
Therefore, in a broader sense, external communication aims at increasing the profit margins for
the company. The key messages in Dupont Pioneer external communication campaign revolve
around achieving the number of significant sales and marketing objectives. Moreover, it creates
awareness of the new products available in the company as well as services. These key messages
embed with them the objectives of the external communication.
The messages to the customers were disintegrated into two parts. First is the thank you
message for all the subscribers and the announcements of the lottery winners (Merolla and et. al.,
2014). The other part of the camping was to invite the customers to the biggest agricultural
exhibition with all instructions to find the DuPont Pioneer. Among the key objectives of the
external communication is the advertisement part of the business and direct marketing. External
communication advertisement in DuPont Pioneer is done of the print media and electronic media
mainly as discussed before (Vel, 2010 p. 378). The local broadcasting channels in Russia are also
used to do such advertisements. In cases where the advertisement may seem difficult for the
company, direct marketing approach has been applied by the company as a substitute.
The company will focus on emotional appeal which help in attracting large number of
customers towards Dupont pioneer products or services. External communication assist in
providing detail information to potential buyers who are interested to purchase seeds andalso
firm held campaign for demonstrate organisation goods and services. They need to adopt latest
techniques which enhance productivity and profitability in effective manner. BY using new and
latest technologies, their products are produce in better manner and it affects large consumption
of people.
Direct marketing in DuPont Pioneer is achieved through the emails and the associated
operations. In the campaign overview analysis by segment in the DuPont Pioneer, the records of
the email services were obtained from the Google analytics. From the analysis, the highest record
was the number of the opened emails at 637 emails compared to the total delivered emails at 410.
The report went through the click through, send an email and opened emails and the visitors who
visit the company’s emails as shown below.
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As a result of the external communication, the target audience should focus on the
company emails and other electronic media where such information are dispatched. The
prospects and the customers should also attend the events and seminars organized by the
business to gather the necessary information and be educated on the benefits of producing
environmentally friendly agricultural products (Gambetti, 2012 p. 65). They are so also
encouraged to take a booth at trade shows to have the opportunities of meeting the prospects. On
the social media, there are user-generated contents that have emerged to help the company
improve the products and services. Among the materials generated is the use of the
agrochemicals which the company has tried as much to become environmentally friendly, but
still, some things need to be done to balance their effects with the soil ph. Much of the user
generated content on the web is either structured or unstructured and has economic value that can
be quantified (Kitchen, 2010). The company through the Pioneer PROFI project focuses on the
communication campaigns through the emails and newsletters. It applies the use of Q&A for
promoters and public advertising texts. The Eloqua Campaign in Russia was the first campaign
which had an informative purpose for the signed contacts on the consents. This would ensure the
storage of personal data and receive of marketing information.
(c) Branding
The branding at DuPont is uniquely done to identify and distinguish the products in the
market. Some unique branding characteristics determine the DuPont pioneer products and
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services across the globe. For instance, in the service sector, the company invented a new web
based subscription service called the new Pioneer Field 360 which automatically manages the
field data. The sales representatives at Dupont Pioneer use the Pioneer Field 360 services to
increase the productivity and the profitability by providing better information for better decision
making. The brand characteristics aid company to engaged customers for attracting large number
of buyers in better manner. There are some factors which help in making strong relation with
customers are as follows:
 Personality of brand- It is the important factor which enhnace popularity of products
among customers. The personality of specific brand are attracts desired buyers for
purchasing that innovative products. Dupont organisation also use effective tools for
developing goods which assist in reaching more customers.
 Perception of brand- Company should always clear the perception of each brand or
products. This provide detail knowledge and information about particular good which
will offers in large marketplace. It help in choosing suitable product for potential
customer.
 Attitude of brand- The product should be attractive in size, design and colour that will
help in enhancing profitability and demand of the specific good. Every organisation need
to identify attitude of each and every product which will serve in the market to potential
customers.
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All the products at DuPont Pioneer are marked with a trademark with the Kevlar®
license which demands the company to have a representative from all the regions where the
corporation is located across the globe. The DuPont Oval, Kevlar®, and DuPont™ are the
registeredtrademarks of DuPont Pioneer and its affiliates. Therefore, any product claiming to be
from the company must bear either of the registered trademarks (Percy, 2014 p.35). The
company as well has been on the sensitization campaigns to the customers to avoid falling
victims to counterfeit products. The official logo embedded at every DuPont Pioneer product is
red in color and oval in shape as shown.
All the product will bear in the packaging the above logo failure to which the product is
rendered counterfeit. The characteristics of the branding at DuPont Pioneer engages the
consumers all over such that if some products without the official brands of the company are
seen in the market, then the awareness of the fake products is raised. There are various brands of
agricultural products at DuPont Pioneer ranging from the crop, animal to farm machinery
products. All of them bear the official branding characteristics of the company. Below are some
of the products of the company packed in the same manner for easy identification by the
customers.
This branding type is essential to the company since it acts as a guide to the consumers
who at one point may be exactly in need of the agricultural products from DuPont Pioneer. It is a
marketing strategy for the company to escalate its marketing goals to higher levels globally. Any
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form of product piracy on the company’s products will then be identified easily and legal
measures taken by such people. This will also prevent losses which might occur in such a
manner and hence increasing the profit margins for the company.
Task 3
(a) Communication methods
DuPont Pioneer Company could put to application different communication methods to
engage the customers effectively. One method of communication extensively used by DuPont
Pioneer is advertisement (Valkenburg and Peter, 2011). The company advertises most of its
products through the internet, billboards and other forms of print media, electronic media, and
advertising on gifts like the plastic bags. Advertisement of the agricultural products is meant to
reach as many customers as possible.
There are some methods of communicating which are discussed as under:
 Advertisement- Company will use this method for spreading information of their specific
products and attracts large number of customers. This is best method which help in
covering more and more buyers who are interested to buy seeds and hybrid agricultural
items in proper manner.
 Sale promotion- The firm required to sale their produced goods by using promotional
strategies. It is necessary to adopt this method for provide detail information of particular
products in the marketplace.
 PR(Public relation)- This is the significant method which used to make strong relation
with segmenting customers. Dupont company should build relation with public for
attracting large number of buyers towards their products and services.
 Selling and direct marketing- It is also an important method for sale various types of
goods in the market. Direct marketing help in achieving potential customer who are
interested to purchase agricultural products.
There is an integrated advertisement system at DuPont Pioneer which ensure the third
party sites and interest based advertisements are effectively controlled. The third party service
providers at DuPont uses cookies, pixel tags and web beacons to track the activities of the site
users and the email recipients across the non-affiliate websites. This is done for the customers to
personalize their experience on the site and present advertisements which are more than relevant.
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The third party service providers are used by the company to present products and offer tailored
to the interests demonstrated by online activities. However, the third party advertisers are also
used by the company to serve ads when a client visits a DuPont Pioneer site. Sales promotion is a
mother method of communication used by the company. Here, the company makes a connection
which involves five steps. To begin with is the product review under product management,
followed by demand review, then supply review, integrated reconciliation and finally,
management business review. In the initial step, the company rolls out the product master plan
and the product metric. The main aim of this step is to convey the outlook for changes in the
product portfolio and the management changes over the previous plan (Yang and et. al., 2016).
The product master plan will communicate the priority, status and the impact of the
product-related activities to meet the business demands. However, the project coverage will not
take care of the other steps mentioned above. The last method of communication employed by
the company is direct marketing as witnessed in the communication campaign. It involves
physical emails, couponing, telemarketing, electronic mail and infomercials all of which are
effectively used by Dupont Pioneer. The company is focused on growing their email marketing
which ensures effective integration of the marketing channels. Through the emails, the company
records customer engagement during email forwarding, delivery, submission and sending among
other activities.
(b) Online and Offline media
The online media at DuPont Pioneer is reliable since it provides updated information
after every report release. The updated information ensures the company’s economic growth
records are updated when necessary to keep the customers and subscribers intact. The online
platform provides an interactive forum where the customers can raise queries to the executive
team and they get replied by the online service team of experts. This is not only prompt in
delivery but also accurate in response. The customers are therefore kept informed on the
upcoming events of the company, the online media library and the news. The online media is
also suitable for improving customer engagement because many business counterparts have also
launched online interaction platforms.
To be able to match the current business environment, the company has to unveil to its
customers a dynamic website where these interactions occur. Form the online media such as the
websites, the new users can be able to learn about the company’s profile without necessarily
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visiting the company. This engages the customers and the new subscribers with the executive
and the management team even more. The offline media also play important role in customer
engagement. The banners used by the company engages the customers on the streets and it
passes information about DuPont Pioneer. Radio advertising is another form of offline media
which the company uses and intends to capture a good number of customers. Nevertheless,
offline media is never efficient enough since the information they convey may be bound to errors
since they lack regular updates.
There are some elements of different media which are as under:
 Validity- It is that part of customers engagement which provide validity of each products
and services in effective manner. Company provide innovative goods in online sites and
existing goods in offline sites.
 Reliability- The reliability of these commodities are affects marketing strategies that help
in building strong relationship with potential customers. Firm should focus on each
products reliability which they offers in the large marketplace. Offline and online media
reliability for enhancing growth and development.
 Effectiveness- The organisation can maintain effectiveness of offline and online media
which increase productivity and profitability.
This is because it’s expensive to have billboards and banners with the updated
information every time a new issue arise in the company. It is also expensive to make and
maintain the billboards and banners every time a new information is required. The online system
is therefore reliable, valid and effective compared to the offline media.
(c) Integrated Marketing Communications Plan
Integrated marketing communication in DuPont pioneer ensures all forms of
communication and messages are carefully linked together to provide a logical meaning of the
marketing framework. There are various frameworks which have been used by DuPont Pioneer
to explain best the marketing communication channels. DuPont Pioneer applies the Fill’s
Marketing Communication Panning Framework (MCPF) (Gambetti, 2012 p. 68). The
communication methods for this framework would be through the print media for referential
purposes or posted on the company’s profile on the website.
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Context Analysis
The context analysis suggested by Chris Fill makes the model more relevant compared to
other models. This section of the plan concentrates on the communicating aspect in comparison
with the situational analysis which includes most of the organizational factors. The company
starts with the background information such as marketing goals, targets and the competitors in
the original marketing plan (Xianwu and et. al., 2010). Fill goes deeper in the context analysis
which attracts more focus on the marketing objectives, general information and the target
audience.
Promotional Objectives
The purpose of MCPF is the emphasis on the communicating manner of a marketing
plan. Therefore, the promotional aims of an MCPF provide a balance to the program in which
sales- and customer-orientation are equal. Additionally, positioning analysis is conducted so that
advertisers can have a base to choose the most suitable and effective promotional tools and set up
a timeline of launching the selected media and marketing activities. According to Chris Fill,
promotional objectives have three main elements that should be prepared intentionally: corporate
goals, marketing objectives, and marketing communication objectives.
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Promotional Strategy
There are two steps in this stage of MCPF. First, it is important for communicators to
design an effective message. In this model as used by DuPont Pioneer, the message should get
Attention, hold Interest, arouse Desire, and obtain Action. Therefore, the communicators should
focus on message content, its structure, and its format to make the message relevant and
outstanding among thousands of messages introduced every day. Secondly, the promotional mix
takes part in the process in the attempt to provide tools to transmit the message to target
audiences most effectively and remarkably.
Schedule
Scheduling helps to arrange the timeline during which the promotional tools are
launched. This is a strategic process concerning the impact of each tool on the target audience.
Normally, depending on circumstances such as seasons, specific events, public activities, etc.,
marketers will choose the most suitable time for the planned marketing activities (LIU and et. al.,
2012). Moreover, the period during which each promotional tool is used also needs strategic
decisions regarding costs and expenditures.
Resources
Resources are referred as to financial issues as well as human resource concern of the
Marketing Department and advertising agencies. In this stage, communicators often use the
Gantt chart to set the schedule of every marketing activity and the costs of each media a method
will be presented on the right side of the chart
Control, Evaluation, and Feedback
The last stage concerns how well the program is meeting the communication objectives.
Some research methods such as in-depth interview, focus group, observation, etc. can be used to
evaluate the effectiveness of the campaign. Moreover, the increase in sales revenues or the
number of orders also shows how strong the advertising campaign impacts on the target
audience. Feedback from the board and target audiences may serve as a base of a new
advertising campaign in the future.
The main objective integrated marketing plan is to achieve promotional goals and targets
which assist in attracting customers towards specific products or services. Company need to
adopt different strategies which help in enhancing volume of buyers and increase selling ratio.
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CONCLUSION
As per above mentioned report it can be concluded that integrated communication is the
application of a consistent brand messaging across both the traditional and modern channels of
marketing within the company or in the marketing field. This process uses different promotional
methods for its reinforcement. There are various frameworks which have been used by DuPont
Pioneer to explain best the marketing communication channels. DuPont Pioneer applies the Fill’s
Marketing Communication Panning Framework.
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