Evaluating Marketing Communication Strategies: IKEA Case Study Report

This report provides a comprehensive analysis of IKEA's marketing communication strategies. It begins with an introduction to integrated marketing communication and its importance in promoting products to the target audience. The report then delves into the various marketing channels employed by IKEA, including advertising, social media marketing, content marketing, and sales promotion. Each channel is defined and critically analyzed, highlighting its strengths and weaknesses. The report emphasizes the importance of marketing communication both within and across organizations and to various stakeholders, with a primary focus on customers. It explores how communication objectives relate to business objectives and the role of integration in maximizing resources. The report also examines ethical issues in marketing communications. Furthermore, it covers the communication planning process, tool selection, and the link between communication and business objectives with the product life-cycle. The report also discusses channel selection and integration. Finally, the report includes monitoring and evaluation of marketing communication plans and operations, linking measurement and evaluation to overall marketing and business objectives and strategy.

Marketing communication

Table of Contents
Marketing communication...............................................................................................................1
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
Different marketing channels.................................................................................................4
The importance of marketing communications both within and across organisations
as well as to the various stakeholders with a prime focus on customers....................8
Defining objectives and how they relate to the business...............................................8
How they serve communication objectives:........................................................................9
The importance of integration – value to the business and maximising resources.. .9
The role of marketing communications in promoting and developing following
aspects -.................................................................................................................................9
Ethical issues in marketing communications: advertising to children, pressure selling
techniques, ‘greenwashing’ and privacy.............................................................................9
TASK 2..........................................................................................................................................10
Communication objectives and Setting the communication objectives in relation to
marketing and business objectives..................................................................................10
Justification and selection of tools for communication........................................................11
Defining and exploring the communications planning process.................................13
Linking communication and business objectives to the product life-cycle. The role of
budgeting in IMC..............................................................................................................13
Channel selection and integration:..................................................................................15
TASK 3..........................................................................................................................................15
Marketing communications mix:.......................................................................................15
Appropriate design and content:......................................................................................18
Colours and symbols as brand building tools................................................................18
The importance of visual art design, typography and page layout. Website design and
development with e-commerce capabilities......................................................................18
TASK 4..........................................................................................................................................19

Monitoring and evaluation:..............................................................................................19
Monitoring and evaluating marketing communications plans and operations. Ways of
measuring and evaluating a marketing communications plan....................................20
Linking measuring and evaluation to the overall marketing and business objectives
and strategy.........................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22

INTRODUCTION
It is necessary for business to use a integrated marketing communication effectively
which leads to promote their products to the targeted audience. Integrated marketing
communication is an approach to creating experience with consumers to interact the
brand/enterprises (Blakeman, 2018). It recognize the value of comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines advertising, public relations,
personal selling and sales promotion which combines provide clarity, consistency and maximum
communication impact. It is essential for a companies to develop an objectives of marketing
campaign and accordingly build plan in order to serve the products and services to the targeted
customer. In the following report is about Ikea that is using a various integrated marketing
communication tools. Ikea is one of the leading brand across the globe. It is situated in the
Netherlands that design and sells ready to assemble furniture, home accessories and kitchen
appliances. Ikea has been world's largest furniture retailer since 2008. They provide a various
service to the customers like moodiest design of appliances, interior design work and ozone-
friendly services. The Ikea brand is strongly uses a integrated marketing communication strategy.
The scenario of the report is that it requires using specific organisational examples, and provide
critical evaluation of different types of marketing communication channels, and how such
marketing channels are integrated within an organisational context to add value, maximise
resources, and serve the communication objectives. The paper consist in this reports objective of
the marketing as well as different marketing channel used by the business to promote their brand
and fulfil the needs and demands of the customers, also concluded analytical evaluation of
marketing plan and different communication channels in this report.
MAIN BODY
TASK 1
Different marketing channels
Various channel of marketing channels-:
Definitions of marketing communications. - Marketing channels are those which the
physical distribution of goods takes place from the producers to the customers. All goods
through different channels of distribution and marketing will depends accordingly which channel
you are uses. There are number of need and demands of customer which is fulfil by the marketer.

Marketing communication channels refers to the present information pool to the potential
customers (Turner, 2017). This channel carry each and every organisation because in order to
increase the revenue and profit. There are various routes of communication like advertising,
television, magazine, radio, newspaper, email, webpages and direct mailers. This channels are
affordable for marketer and easily promote their product and services. When a internet in now
days become a most viable marketing communication channels and easily reach to the ideal
customers. Choosing right marketing channel strategy so distribute a message to a target
audience in effective & efficient way and create a strong relationship with the customers. There
are various affordable marketing channels of communication in both traditional and online
which are discuss below:
Multi channels marketing-: Multi channels refers to the it is distribution chain of
businesses and intermediaries through which goods and services passes until it reaches the end
consumers. A distribution channels includes wholesaler, retailer, distributor and even the
internet. Under this, which one or more stream flowing. In reference of ikea, It applies the
multichannel of marketing which uses a many different marketing channels to reach costumer. It
is using a this strategy which easily target a different marketing segments of buyers and
delivering the right products in the right places in the right way at the least cost.
Advertising-: Advertising is one of the very effective and efficient way to promote their
brands. It includes both print and media advertising. Many organisation are uses a paid
advertising because this is works well in some cases they are driving direct conversion. In
context of Ikea, It relies on print and media advertising as one of its main marketing strategies
to deliver its marketing message to the target customer segment. The company collaborates with
a range of journals and magazine and TV channels globally for this purpose. For example,
billboard fitted on wardrobes were placed by Ikea in selected outdoor locations Vienna
(Szromnik, 2016).
Social media marketing-: Social media is a broad aspects in which used as a strategy to
strengthen the relationship with customer and also enhancing its engagement with the brand. It
allows the direct interaction with the audience in order to increase a relationship with the end
users. Ikea also uses a social media platform due to increase the level of brand awareness. Now
days interacting with customer on social media platform is a great way to understand the

consumer minds. It gets insights from their customers and runs successful digital campaign. Ikea
gives tips and offers expert advice to their customers.
Content marketing-: Content marketing is a important media for a firm and allow two
important things for the business. First, It allow provide value to the customers and second,
Content marketing helps with your SEO efforts. In relevance of entity, Content marketing is
play important role in Ikea's digital marketing strategy. In the digital age, catalogue aren't enough
to even for the world largest retailer hence they invest in content marketing. Ikea is the master
piece in digital marketing and they way to present online content that people eager to watch. For
example, Home tour series videos and inspirational boards are the best example of their
effective content marketing.
Sales promotion-: Sales promotion is a tool which uses a many a company in order to
increase the sale of product. Ikea uses a various sale promotion techniques which is discuss
below-: Customer loyalty programme-: Ikea is promote their products through this technique in
which it is part of 100 million members and 10 million new members join every year. It
is run a family membership programme which provides a range of benefits such as
monthly product discount. Free gifts-: Ikea is global furniture retailer offers free gift occasionally to the customers.
For example. Family card and family holiday to Sweden. Seasonal price discount-: Ikea provides their customer seasonal price reduction in order
to home improvements and furnishing chain regularly announces special sales
promotional on notables dates and events like Black Friday, Cyber Monday etc.
 Point of sale-: Ikea is a attractive way to presenting the product or show the customers
with the help of display brands, attractive posters and mail boards etc.
Critically analysis of different communication channel-:
Strengths:
 Social media marketing most effective and efficient way to promote their brands and it is
ability to reach a wide- reaching, It is easy to network and e-meet people. It is great way
to distribute information and provide ability to have public conversations (Reddy, 2018).

 Advertising is a biggest advantage from the manufacturer's point view which leads to
increasing the sales. It includes enhance goodwill, expansion of production, large
turnover and huge profits, creates employment and high standard of living.
 There are several advantages company website like Easily access at any time to get
business information, reaching a wider audience and keeping it fresh. It is easily targeted
to a potential customer who really want to buy a product. The cost of having business
website are actually quite low. It includes viral marketing which refers to the spread like
wildlife across the internet and even small businesses globally across the world.
 Content marketing helps to build strong relationship with customers and create a brand
awareness. Provide a information of business and brand so also create brand loyalty and
trust towards the product. Most of the work done in house so cost are low.
 Sales promotion activity leads to low unit cost due to large scale promotion activity. It is
flexible to easily introduce of new products. The promotional tools are the most effective
to be used in increasing the sales volumes.
Weaknesses:
 Social media can be troll any where. People uses social media post and share of
experience so sometimes a negative feedback which leads to negative image of business
comes in the mind of customers. Spend a lot of time on campaign and must be constantly
create new content.
 Advertising is a differed revenue expenditure or in terms include huge amount
investment. Major drawback of advertising is false facts and figures. Misrepresentation of
product and services. It includes wastage of resources like the most of advertising of
products are fragile, delicate and brittle (Perreault, 2018).
 Business website is the main weakness information on company website might be
unreliable because not uploaded on regular basis so customer not reliable on such sites.
Difficulty to reach the right people because of the nature of the internet and sheer no. of
businesses already on the world wide web.
 Content marketing is a time consuming process. It includes various aspects like skill and
resources are required which is capable to present a information in front of customers. It
is a long process outcomes aren't imitate.

 Sales promotion is ineffective when there is declining market for an establishing brands
and no product improvements. It is uses short period of time then demands will fall
down. There is feeling in the mind of the customers that sales promotional activity tools
are used to sell second- hand products.
The importance of marketing communications both within and across organisations as
well as to the various stakeholders with a prime focus on customers.
Marketing communication has great importance both within and across organisation as well as to
different stakeholders. Main objective of marketing communication is to manage the customers
effectively. There are different stakeholders of the company and main objective of marketing
communication plan includes ensuring that all stakeholders are not satisfied with new marketing
plan.
Customers – The marketing plan is planned as per the requirements and demands of customers. It
should be planned in such a manner that marketing and advertisements are able to provide proper
information to the customers.
Government – Market communication plan effects government in in both positive and negative
manner. In context of IKEA company, it is concluded that all advertising and marketing plans
must be made in such a way that they are not harming the governmental policies or regulations.
Investors - In context of IKEA, when marketing is done in in good manner there are chances of
reaching various investors and brand associations that will help in in increasing the way
company is branding its products and services.
Employees - Employees of the company mast not be affected by marketing plan. This leads to
managing of all marketing activities in such a man or that the advertisement and promotions are
not harming sentiment of employees and it is taken care that marketing activities are not
accepting believe and values of employees.
Defining objectives and how they relate to the business.
Communication objectives can be define as that business strategy which is related to
performance of organisation in relation to making effective communication channel. In context
of IKEA, it is a leading global organisation in current time, where it is essential for organisation
to develop effective communication goals which are related to achieving organisational goals
and objectives. These are related to business objectives and goals in direct manner.

How they serve communication objectives:
The importance of integration – value to the business and maximising resources.
There is need of integrating value and beliefs within the company for maximising profits
and sales. There are various ways for managing the value os company’s products by integrating
advertisements and business activities. In relation to current business environment, most
important function in organisation is related to maintenance good relations with customer. It is
helpful to organisation in achieving business objectives. Here, organization use to maintain loyal
customer which will retain with organisation for longer period of time. Under this function,
IKEA management department can use loyalty programmes and other promotional techniques
which are helpful in management of communicability and using it in effective way. By using
these marketing tools like loyalty program, referral programme and many more. Organisation
can perform its function in most effective way. This helps in building good relation to customers
and managing it.
The role of marketing communications in promoting and developing following aspects
-
 Brand awareness - Marketing communications are directly affecting the brand
awareness of IKEA. When there are strong and attractive advertisements developed for
brand, it is very easy to enhance the brand awareness among customers and clients.
 Brand associations
 Brand perceptions - When customers find IKEA in every possible location then it will
affect the perception of customers towards the company. They will be attracted towards
buying some of the products and services offered by this supermart.
 Customer loyalty - There is direct relation between customer loyalty and marketing
communication as marketing is the best way to provide customers about the details and
information about the product. There is need to manage the customer brand perception as
well as loyalty for increasing sales.
Ethical issues in marketing communications: advertising to children, pressure selling
techniques, ‘greenwashing’ and privacy
There are some ethical issues within marketing communication that leads to effective sales
of company. There are several poor people who are used while making advertisements and

promotions. This affects the the nature of child and they are more influenced about the the
company. Some advertisements involved in pressure selling techniques like privacy and
greenwashing. There are some personal and private content which is shown in advertisements
that affects mind set of various customers and it is sometimes not appropriate to show this type
of information through advertisements. Hence, it is responsibility of companies to take care that
advertisements are not harming any person's privacy or security.
TASK 2
Communication objectives and Setting the communication objectives in relation to
marketing and business objectives.
Communication objectives are prepared for developing a path for companies to enhance the
marketing objectives and goals. It is used for managing the work in effective manner and
conducting operations of marketing. These are related to strengthening organisation
communication and managing employees in effective way. Some of these objectives are
discussed below:
 According to present situation of IKEA, organisation is performing its function at global
level this make it essential for organisation to use effective communication objectives to
achieve maximum productivity. In this context, organisation can use personal mail
system which help firm in establishing effective communication between various
department (Pluta-Olearnik, 2018). This will also work in relation of organisational
performance because it improve coordination in different department and ultimately.
Private server is effective for managing business communication as it helps firm in
safeguarding the data of organisation and managing operation related to communication
of these data in effective way.
 IKEA is operating in business of furniture and other items. Company is also performing
its functions at lager level where it has to meet the requirements of global competition.
This require that organisation can use system which is related to archiving goals and
managing functions in effective way. Here, organisation can set objective related to using
that marketing communication channel which provide large market cover to organisation
and helps in achieving business objectives.

 IKEA is global organisation where it perform its function in many nations. This make it
essential for organisation to use effective communication and promotion strategies
communicate its objectives and achieve them without and hurdle. In relation to this,
company can use to formulate objectives related to bringing soundness in its internal
communication channel. This can be done by organisation with the help of replacing
current function with new one . One more method which can be use by manage of IKEA
is that, they can bring flexibility to organisational function (Nugroho, 2017). This is will
directly impact marketing communication. This is because it helps in managing functions
and ruining it.
 In relation to this one more objective of organisation to achieve its businesses objectives
is to maintain functions related top elimination of competitors in market. Under this
objectives organisation can use to maintain a stagy and communicate to its employees
related to identification and analysis of prime competitive in market and taking corrective
action according to communication strategy of competitive organization. In context of
this, IKEA more offers can be provided to the customers in order to retain them and
attract new potential customers from the competiors.
 In relation to present scenario of business it can be seen that managing customer
relationship is important for organisation to achieve its business objectives. In relation to
this organisation can use to maintaining a proper feedback approach which will help in
maintaining the good relations with Customer. In context of IKEA, organisation can also
use these channels in relation to achieving its objectives. Here , it can use to formulate
polices which are related to maintaining inter department communication. This is helpful
to organization in communication the feedback to respective department and taking
cooperative action. This helps in satisfaction of Customer by managing there questions
and problems with organisation product.
Justification and selection of tools for communication
In relation to current scenario of organisation it can be seen that there are various
functions which can be performed by organisation. This are directly related to managing the
functions in relation to communication. Inn business environment are various tools which can be
use by organisation to manage communication and achieve business objectives. IKEA can also
use these tools some of these are mentioned below:

Price factor: It is prime factor which impact organization in direct manner. This is
because, for managing communication in organization is essential part of firm and for changing
the current process organisation has to see to price factor. In relation to choosing the best suitable
method to communicate marketing plan effectively organisation has to identify the cost price of
plan. Under this, manager should use functions which impact on firms production and using this
can reduce the burden from manager (Kotler, 2016). In relation to IKEA, the best suitable
method for organisation is social media marketing. This is because it helps organisation in
identification of various trends in industry and use these trends to identify the prices of product
and services. Use on media also involve cost identification which can be use by firm to define
pricing policy and managing prices of products,.
Flexibility: One more factor which has to be keep in mind by organisation is related to
using the flexibility structure in firm. This is because it helps firm in switching the channel
which is using in current time. This also enable enterprises to use dominating strategy over its
competition in market. There are various functions which can be use by AIKA while using this
function. This is because bringing this in organisation helps in managing working of employees
by adopting changes according to changes in business environment. This strengthen the
communication and manage easy flow or information from one place to other. Here,
organisation can use polices related to employee retention and management by changing working
environment and achieving effectiveness.
Tracking Activities: This is major benefit of this system to organisation because firm is
now being able to change its functions according to requirement and use polices which can
develop functions. This will also enable to maintain data of customers and using these data will
provide basic level of functioning (Kırgız, 2017). Here , organisation can use to collect data of
customer for maintaining records of customer. This will also support functions and release
pressure for marketing department. This data is related to regular customer who are purchasing
products in frequent manner. In current situation of IKEA, digital marketing is effective methods
which can be use by organisation to achive business objectives. This is because it involve
scanning of customer and using these customer by selling attracting them on digital platform.
IKEA is global organisation. Where it is performing its function at global level. In this,
organisation is using these factors which can impact on performance by identified the data
related to customer and targeting potential customer in market. This also effective in achieving

business objectives by combining efforts of individual and managing them in particular
direction.
Engaging the influencers: This is most effective factor which can be use by organisation
in current time. In current time, use of social media is increasing regularly this is impacting on
behaviour of organisation. Along with this, factors which are related to social media are useful
for organisation and can change perspective of organisation in direct manner. Ikea can use this
function improve its fyucntion8ing and achieving its goal and objectives by managing there
factors related to social media (Keller, 2016). Here, organisation can use content writing and
various other channel which are effective in managing functions and developing organisational
system. Under this approach, there is one more benefit which can be use by organisation. This is
effective for organisation to improve its function and monitor its market by covering various
factors.
These are some factors which are impacting organisation and use of communication
system in organisation. These are to be identify effectively to make effective decision and
achieving business objectives. There are various factors which are related to management of
functions and using these content in appropriate manner.
Defining and exploring the communications planning process.
The communication planning process is defined as the plan used for advertising the products and
services in such a way to meet all the requirements of customers. There is need to manage the
effectiveness of company for selling the products and reaching potential customers. This
planning includes analysing, evaluating and implementing the needs of customers.
Linking communication and business objectives to the product life-cycle. The role of
budgeting in IMC.
Stage of product
life cycle
Introduction Growth Maturity Decline
Key feature There are some
competitive
companies which
are using outdated
technology
There is direct
incursion of
competitors
within market
and emergence of
There is purchase
which become
routine for the
consumers.
The
competitive
companies are
using new

new segments technologies.
Brand strategy Company must be
able to provide
information and
data to the
consumers
regarding the
brand equity.
There is need of
differentiation
from other
competitors in
managing the
market segment
properly. There
are target
customers who
will be targeted
for increasing
customer loyalty.
It is essential to
strengthen and
differentiate the
brand position.
There is brand
association
within needs
and demands
of customers.
IMC objectives For providing
information about
the new brand
For building
brand preference
There are some
elements like
sales promotion,
special events
and advertising
that affects
communication
plan.
Personal sales
and sales
promotion is
used.
IMC elements The public
relations are
maintained for
managing the PR
and sales
promotion,
advertising and
publicity
There is suitable
IMC which is
used within
advertising
Promotions,
sales, advertising,
special events,
etc.
For managing
trust among
customers.

Channel selection and integration:
There are different Digital platforms, including webpages, podcasts, Twitter feeds,
multimedia news releases, blogs used by IKEA for advertising and marketing. A website is
one of the best Chanel of communication for the potential customers. Website define a brand and
lot of customers check out the brands on social media but still confused so business website
provide all the answers of the questions. In refer of organisation, company clearly mention
mission, vision, team members, goals and company profile. Ikea's innovative website banner
concept exceed this product limit. They have promote a more than 2800 products on their
300*251 pixel banners. It gives a message to customers that even if they have a small living
space.
TASK 3
Marketing communications mix:
Marketing is important aspect in organisation which is associated with achieving goals and
objective of organisation. This is because it helps in establishing relationship between customer
and product of organisation to achieve business objectives related top sale of product and
services. For managing the function of marketing in organisation it is important for firm to
manage effective marketing communication plan (Higgins, 2017). A marketing communication
plan ca be define as set of activities which has to be performed by organisation in relation to
achieving business objectives and communication objectives of organisation. There are various
factors which has to keep information by manger while forming the marketing communication
program. In relation to IKEA, it is operating in highly competition market where there are
various objectives of organisation to improve in its marketing communication. Under this
system, organisation has to plan to achieve these objectives and execute this plan by using
required resource. This is possible for firm to manage its function and use its resources in
effective way. The company is also recommended to use SOSTAC as a structure to ensure all the
relevant areas. In relation to this a proper approach which can be use by organisation is
mentioned below:
Segmentation: In business market, organization can not offer all the things to all people
as they do not have much resources to cater the needs of all groups of consumers. With the help

of segmentation organizations divide whole market place into small segments so that they can
fulfil needs and requirements of their target audience in an efficient manner (Fajar, 2017). In this
strategies companies divide their potential consumers into groups who has similar needs and
characteristics. There are various methods to do segmentation that are given as follows: Demographic:It consist factors like age, occupation,gender, income level, education
level. In context of IKEA, it has been analysed that company is using demographic
segmentation based on income level and age of consumers. Geographic: It refers to bifurcate market as per country, region, state. IKEA is offering
its products to all over the world in both rural and urban areas. Psycho graphic: In Context of IKEA, Marketing executives of company are using factors
like personality, values, believes lifestyle to segment their potential market. Behavioural: IKEA which has been replaced the tradition of using sweets in auspicious
occasions. Now people prefer to have IKEA on various occasions of joy and celebration.
Low cost strategy has adopted by entity to make its product affordable to all. They
should divide the whole market in such an efficient manner that help them to get an edge
over the competitors.
Targeting: After division of whole market place in small groups consist identical
attributes, next step is to select the group of consumers that an organization wants to cater, is
called as targeting. Under this strategy an organization select a bunch of potential buyers to
whom it want to attract. Target audience should be selected with due considerations as they
influence growth and sustainability of overall organization. The company should analyse
potential opportunities of growth and success before choosing its target segment. In relation of
IKEA, it has been monitor that they are focusing on both youth and old age people by
connecting their product with joy and celebration. Marketing managers of company are targeting
not only to children and youth but also to old age people with the help of various jingles and
slogans during promotions of product. They are using celebrity endorsement, T.V.
Advertisements to influence their target audience. The business entity is influencing family
members, adults with the help of their advertisement and marketing campaign. Higher authorities
of company should enhance marketing efforts and adopt lucrative strategies as social media
marketing, to attract more consumers

Positioning: At the end of STP strategy an organization need to position its product as
well as services in the mind of its target audience so that they give preference to their product
over competitors product (Frisilia, 2016). To sustain and remain ahead in competition it is crucial
to have right positioning of product as well as services among target buyers. it refers the way
consumers perceive product, brand and its marketing strategies. An organization can position its
product or service by using its USP and other unique features they are rendering to buyers. In
context of IKEA, it has created positive brand image or goodwill among potential buyers.
Consumers are giving preference to IKEA product over the other brands as they have position
themselves as a product that can be used at any occasion. Top management team of company is
using various marketing plans and strategies to attract consumers towards their product and
offerings.
Budgeting
It is also an effective tool under this system of planing which is consist of various
function in planing. This is under financial department of organisation where firm has to allocate
resources to department for performing its function. There are various means which can be use
to achieve business objectives. These are related to allocation of budget for marketing strategies
and communication plan. In relation to IKEA, finance department of organisation has allocated
separate budget to firm. This is discussed below:
In relation to above budget it can be seen that organisation is starting its business with
effective amount of investment. This sis helpful to organisation in achieving its business
objectives as well as execution of plans. Firm can use effective approaches which are related to
management plan. There are various function which can be manage by firm and need amount of

investment to sue functions (Đokić, 2016). Company will require major amount for marketing
through advertisements on televisions, newspapers and billboards. However, IKEA resort will
also spend on publicity through a number of events which will be managed by the resort and help
them to attract more clients and customers towards them. Comparative or percentage method can
also be used by the company to formulate an effective budget.
Implementation and control
It is last step in is process of communication plan where it is required from the side of
manager to manager and monitor performance of employees in organisation. This is last but
important part of this communication plan which require to be perform by manager in
organisation. Under this function, manager has to monitor and evaluate performance of each and
every person involve in all over plan related to marketing communication. It is also liability of
manager to identify and evaluate performance of different factors in plan so that it can take
timely decision related to variances in performance and implementation of different factors.
Some of the implementation and control plan used at resort our reservation before booking,
reception to maintain all the guest, various guest services, night audit of all the reports and so on.
Appropriate design and content:
Design and content is advertised through customer by using advertisement through television
advertisement, Instagram stories, etc.
Colours and symbols as brand building tools.
There are companies which use symbols and colours for building brand tools. There is need to
manage the marketing effectively by using symbols and colour for particular products and
services. This is helpful for increasing sales of products.
The importance of visual art design, typography and page layout. Website design and
development with e-commerce capabilities.
Implementing Responsive Design to make a website accessible and usable on every device is
important for the success of an eCommerce site. The Episerver CMS is an useful for utilizing
various responsive design. E-commerce is useful for marketing products effectively and
managing advertisements and meering potential customers.

TASK 4
Monitoring and evaluation:
In relation to organisation, communication plan is effective tool which can be use by
business organisation to achieve business objectives. Therefore, it is needed to organisation that
it can evaluate communication plan. This is because it is useful for organization in achieving its
business objectives and using these factors in managing functions. It is mandatory for the
organisation trading in business market to formulate effective strategy which can be use by firm
in highly competitive market. This is helpful to organisation in managing functions related to
identification of customer needs and requirement (Clow, 2016). This impact on performance of
organisation and also impact on revenue of firm. These are associated with needs and
requirements of firm and will manage functioning of organisation by using tools of marketing.
This will help IKEA in leading organisation with higher productivity and better management of
resource. This is because by identification of factors organisation can identify its function and
lead towards successful environment. Here, organisation can use polices where customer is
prime for organisation and firm will perform its function by considering this point related to
achieving maximum customer satisfaction and using product and services in proper manner.
There are recommendation which can be use by organisation in this function which are useful in
managing business communication plan: It is important for business organisation to manage its
clients and use them in appropriate manner this is helpful to organisation in achieving its
business objectives and suing these objectives in relation to increasing performance of
employees. This will also help in developing organizational functions and increasing revenue of
firm. Here, IKEA is performing its function in global and big market where its is important for
firm to manage its functions and using these functions in combined manner. This is useful to
organisation in managing its functions and allocating funds in appropriate manner. Organisation
can use tools of digital marketing to attracting customer (Blakeman, 2018.). This will help
organization in developing its functions to international level. some more recommendation on
this context are Listed below which help organisation in identification of factor by evaluating the
current communication plan.

Monitoring and evaluating marketing communications plans and operations. Ways of
measuring and evaluating a marketing communications plan.
It is necessary for marketing team to prepare plans in such an effective manner that
differentiate their product from others. They are required to formulate a good promotional
campaign that enhance the number of consumers. In reference of resorts billboards, hoardings
can be used to promote as well as advertise the services. The management team of organization
can inserts billboards at different locations such as highways, railway station, airports and so on
to grab the attention of potential buyers. It will assist them to enhance number of consumers and
get an edge over competitors. Apart from this, it will create positive brand image of organization
among its consumers and help to earn higher profitability at competitive market place.
As per the current market trend they can use digital platforms in order to present their services.
They must make efficient utilization of social media platforms to advertise and promote
services being offered by them. Marketing mangers of company need to use pictures while
promoting the services. It will help them to influence customers and enhance profit margins.
There are numerous other ways and marketing techniques like discounting offers, coupons can
be adopted by managers in order to attract more consumers.
Linking measuring and evaluation to the overall marketing and business objectives and
strategy
Company can use advertisements and promotional techniques in order to attract consumers
towards the products as well, as services. There are various ways such as sales promotion,
hoardings, direct marketing and son on to aware potential buyers about the goods offered by an
organization. Marketing strategies helps in increasing customer base of company. Managers
should analyse current market trend before design the marketing campaign, strategies and plans
to influence consumers. In this competitive world it is essential to formulate an effective plan to
advertise and promote the product in order to grow and sustain.
CONCLUSION
In reference of above report it can be concluded that it is essentials for an organization to
adopt efficient techniques and marketing tools to communicate with the potential buyers. It is
necessary for marketing managers to ensure that they are communicating with their target

audience in an effective way. Integrated Marketing communication ensures that the message is
being deliver specifically to the target segment of company by various marketing channels.It
helps to attract consumers towards the product as well as services at the same time help to
enhance the revenue and profitability of business. Every organization use marketing
communication channels such as Direct marketing, Advertisements, public relations and many
more. It enables marketing mangers to communicate with target audience in an effective way and
to formulate positive brand image at market place. It can be concluded that majority of
companies are using digital platforms like social media, email, content marketing and so on in
order to increase the reach. Through digital marketing organizations can easily attract a lot of
consumers and increase profit margins. In the report it has been analysed that to sustain at the
market place for a longer period of time it is essential to use digital platforms in an effective
manner.

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