Crystal Apple: Report on Marketing Communication and Strategies

This report analyzes the marketing communication strategies of Crystal Apple, a contemporary jewelry chain. It delves into the concept of convergent marketing, emphasizing the integration of marketing, information technology, and design to deliver consistent and interactive messages. The report identifies the role of traditional siloed sectors and potential points of integration for a unified offering. It examines the evolving roles of customers in a convergent environment, highlighting drivers such as cost-effectiveness, customer service, and brand loyalty. The report outlines principles for unifying marketing messages and relevant legislation, including the Competition and Consumer Act 2010, ACCC and Australian Consumer Law, Privacy Act 1988, Spam Act 2003, and Trade Marks Act 1995. Furthermore, it evaluates various marketing communication tools and techniques, such as social media, email, and print media, and proposes convergent tools and techniques for Crystal Apple, including email marketing, social media promotion, trade shows, e-commerce sites, print media, and a mobile app to enhance customer engagement and brand communication.

POLICIES AND PROCEDURES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Review and identify the role of the traditional siloed sectors to client requirements............3
1.2 Identification of potential points of integration for unifying across an integrated offering. .4
1.3 Roles of the customer within the convergent environment...................................................1
1.4 Confirm and ensure that messages can be unified across an integrated offering..................3
1.5 Relevant and current legislation, regulations and policies.....................................................3
Policies and procedures................................................................................................................4
TASK 2............................................................................................................................................4
2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC space.........4
2.3 Create the convergent tools and techniques...........................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing communication can be defined as the ways and means adopted by
organisations for conveying its messages and information related to its products and brands to
the customers either directly or indirectly. The present report is about Crystal Apple which is
contemporary jewellery chain. It will include identification of convergent environment, role of
customers in such environment, determination of rules/legislations. Further, preparation and
application of marketing communications will be highlighted in present study.
TASK 1
1.1 Review and identify the role of the traditional siloed sectors to client requirements
Marketing convergence is referred to as a blend of marketing, information technology &
design which is needed for ensuring that organisations present consistent, clear, integrated and
interactive information and message across the medium they use.
For conveying messages to consumers, number of ways are used such as internet, print,
television etc. This has led marketing agencies to specialise in one or more areas only. This has
resulted the business organisations in hiring more than one marketing agencies for catering the
needs of business (Gupta and et.al., 2016). Like other departments in company, these marketing
agencies also works independently which have inconsistent messages on branding, products etc.
This phenomenon is known as silos marketing.
For repositioning, Crystal Apple would have to set clear goal and it has to ensure that all
the chosen media work in an integrated manner for achieving organisational objectives.
The company can select traditional or convergent approaches for its marketing
communication. Below is the comparison between two approaches:
Basis Convergent Traditional
Cost Cost is relatively lower if it is
used rationally. For example
social media is free of cost.
Cost is higher.
Interaction Higher interaction with
customers and provides two
way communication.
It facilitates only one way
communication
Speed It is faster means of It is slower

communication message.
Personalisation It can be used as per the
specific needs of business
It offers less personalisation
Real time result It provides more real result It has less real time result.
Reasons why Crystal Apple needs convergent marketing solutions:
 Faster means of communication
 wider reach
 two way communication
 Cost effective
 higher level of interaction with customers
1.2 Identification of potential points of integration for unifying across an integrated offering

1.3 Roles of the customer within the convergent environment
There are various drivers of empowered customers which have shifted from traditional to
convergent such as :
Drivers Reasons for shifts
Cost effective Customers wants goods at the most reasonable price.
Marketing & promotional expenditure plays a great role
in pricing of a product. So, for a producing a cost
effective products, companies have now started using
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BIP Target group Explanation
Email marketing
Young and working women
Company interacts with brand when they
share information through emails such as
new product launch, customer support
services , feedbacks etc.
Social media
Young people
Promoting through social media after
which customers visits stores and last
interaction at the time of billing.
Trade-show
Businessman, professionals, middle age
group people
People gets to know about the products
and brands in trade fair and comes into
contact with sales executive and staff of
company (Belz and Binder, 2017).
E-commerce site Youngsters who spend most of their
time on internet
Interaction between customers and brand
occur on website of company when
customers visits it for purchasing items.
Print Media
Working women, middle and old age
group people
Company communicates through
advertising by print media and when
customer reads out the advertisement,
interaction takes place.
Mobile App
Young and middle age group people
Communication takes place through
mobile app when information about
products of Crystal Apple is shared on

convergent marketing which is cheaper than traditional
marketing.
Customer service Customer service has caused shift in marketing approach
as social media and digital marketing provides two way
communication through which customers can be served
with more effectiveness.
Brand Loyalty Brand loyalty means customer who purchases the
brand's products irrespective of change in conditions.
Building brand loyalty is therefore a necessity for long
term growth and for that it is essential to increase the
engagement of customers with brand. This has led to
creation of convergent marketing.
Good customer base Good customer base has also caused a shift in marketing
approach from traditional to convergence. Companies
requires wide and large customer base for its success
which could be reached by the convergent marketing.
Digital marketing & social media advertising are more
efficient in spreading the awareness about brand than the
traditional methods (Parreño, 2015).
Quality of product It is another driver which has led to cause shift in
marketing approach. Customers prefers high quality
products at affordable prices. Through blend of
marketing tools, message regarding the quality of
products could be communicated more conveniently.
Strategies
 Company can make use of social media marketing for increasing customer engagement.
 Making rational of use convergent marketing tools for cost effective marketing.
 Staying consistent with message that is to be conveyed will increase customer base.
 Use of website for reacting to queries and feedbacks of customers more effectively.
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 Use of big data analytical tools.
1.4 Confirm and ensure that messages can be unified across an integrated offering
Principles for unifying messages :
 Target group : The target group of Crystal Apple is young working women.
 Consistency : This means conveying similar message to target group regarding the
jewellery items of brand across all medium of communication. This assists in establishing
brand identity. Cost cutting in one medium and spending too much on another
communication can go against integrated marketing of Crystal Apple.
 Distribution channel : Company would consider the supply chain to synchronize the
message across all channels.
 Interactive : Two way communication has to be created so that customers gets the
opportunity to interact with brand. This helps in integrated marketing which would assist
in achieving goals of company to increase customer satisfaction (Hadi, Abdullah and
Sentosa, 2016).
 Customer centric: Company's marketing efforts shall be customer centric. This involves
determination of customers' wants and communicating them that how can thy fulfil their
requirements from the brand.
 Synchronization in marketing teams/agencies : Proper collaboration is required among
different marketing agencies hired by company and between the departments within the
company for integrated marketing.
1.5 Relevant and current legislation, regulations and policies
Legal requirement Summary of key provisions
Competition and Consumer Act 2010 Company shall ensure that it promotes its
brand in the fair manner possible for adhering
with the provisions of this act.
ACCC and Australian Consumer Law (ACL) Crystal Apple has to make sure that it does not
indulge in any practises which could be termed
as unfair trading practises. This will help it in
avoiding any legal actions against it.
Privacy Act 1988 This legislation is concerned with handling of
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personal information of people. This act allows
every citizen a right to access to information
collected about them.
Spam Act 2003 This act governs the commercial emails and
various other electronic messages sent by
companies to its customers. Crystal Apple has
to consider this law while using emails as a
tool for communication.
Trade marks Act 1995 This act is related to procedure that is to be
followed for filling, examining and registration
of a trade mark. Creating trade marks for
jewellery designs shall be in accordance with
this act.
Policies and procedures
( provided in separate document)
TASK 2
2.1 Identify and evaluate tools and techniques from traditional sectors to the IMC space
Different integrated marketing communicating tools are :
Tools and Technique Evaluation
Social media It is one of IMC tool which is a digital
marketing tool. This is cost effective, it
facilitates wide range of customers, empowers
customers by facilitating two communication.
Email This IMC tool is selected because it provides
more personalised touch and helps in
interacting with customers with one-on-one
basis. It is cheaper than traditional advertising
and more discrete information about customers'
preferences could be known. Also it is
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economical.
Print media It is one of the traditional method which is used
by Crystal Apple for communicating with its
target customers. Working women mostly
prefers fashion and jewellery magazines. This
leads to coverage of wide customer base
(Chang,Yu and Lu, 2015). Although, it is
expensive and one way communication but it
impacts the customers' minds for long time
regarding the information communicated.
2.3 Create the convergent tools and techniques
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REFERENCES
Books and Journals
Parreño, J. M. ed., 2015. Engaging consumers through branded entertainment and convergent
media. IGI Global.
Belz, F. M. and Binder, J. K., 2017. Sustainable entrepreneurship: A convergent process
model. Business Strategy and the Environment. 26(1). pp.1-17.
Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research. 68(4). pp.777-
782.
Gupta, S and et.al., 2016. Marketing innovation: A consequence of competitiveness.Journal of
Business Research. 69(12). pp.5671-5681.
Hadi, N. U., Abdullah, N. and Sentosa, I., 2016. An easy approach to Exploratory Factor
Analysis: marketing perspective. Journal of Educational and Social Research.6(1). p.215.
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