Integrated Marketing Communication: A Case Study of Next Plc

Desklib provides past papers and solved assignments for students. This report analyzes Next Plc's marketing strategies.

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Marketing Essential
Student name

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1. Explain the concept of integrated marketing communication. What are the
benefits and risks of using IMC process? Can you provide an example where
company has failed to utilise IMC effectively.
 Integrated marketing communication is the process that ensures all the marketing
communication mediums are linked together in an integrated network. Marketing
has its functional mix where promotion is one of them but promotion has its own
mix of functions. Therefore Integrated marketing communication (IMC) ensures
that all the promotion mixes are working together in effective manner. Marketing
communications are basically different ways of making the statement
conversation between product or service and the customer. It is the manner of
making customer pay attention to the services and products provided by the
company. (Luxton et al. 2015) Many companies use attractive communication
media to attract customers like creative slogans, animated advertising etc. But all
these creative ways of attracting customers are just the parts of promotion mix and
tactics that is integrated marketing communication. There are three important
functions of promotion mix that collaboratively create a strong marketing process.
The three major functions of integrated marketing communication (IMC) are
detailed as follows;
Advertising: Advertising is the main function of integrated marketing
communication (IMC) as it is used as tool to spread information about the
products and services that are being provided by the company. The messages are
sent to the market about arrival and launch of the product so that customers could
look forward to know more about it. (Blakeman, 2018)
Promotion: Promotion is another function of integrated marketing
communication (IMC) that is used as a tool to enhance the sales range of a
product or service. It is achieved by in-shop display, coupons, discounts, combo
offers etc. These are the methods to attract the customers and grow their interests
in purchase.
Public Relations: Public relation is the real hit or miss aspect of integrated
marketing communication (IMC). The marketing process is a people to people
communication process via products and services therefore maintaining public
relations are important.
Benefits of using IMC process:
Implementation of integrated marketing communication (IMC) process gives
many benefits like boosting sales and business profit by increasing savings. It
helps in building foundation of customer and seller bond with trust. Integrated
marketing communication (IMC) increases the effectiveness of marketing process
and results in the high rise in profit. This process also leads to reduction is
marketing process.
Risks of using IMC process:
If integrated marketing communication (IMC) is implemented in the marketing
process without clear communication between different departments of the
organisation then it might create the major threat to organisational success. There

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are other threats of wrong implementation of integrated marketing communication
(IMC) in the company are functional silos, time limits and creativity stifled
conflicts etc.
The company Next Plc has failed in implementing integrated marketing
communication (IMC) in threats only, as the physical sales reduced due to high
focus on online sales only. The balance between departments of business have
been lacking in IMC of Next. (Vernuccio et al. 2015)
2. Can you identify the elements of marketing mix mentioned in the case study?
Compare which element of marketing mix can possibly be different with
reference to similar organisation.
 The elements of marketing mix that have been detected in the case study are
product as Next Plc has seasonal products, promotion because of the sale season
promotes high, price as the online and offline costs of products etc. In this case the
element of placement and process and physical evidences could have been better
as the competing companies like Mark and Spencer are doing great job in product
placement as well as physical existence of the products. If Next plc could improve
the people interactions then definitely offline sales can be as good as online sales.
(Disterheft et al. 2012)
3. Explain the concept of marketing process. What is the role of marketing mix to
achieve business objectives? Provide examples from the case study.
 The concept of marketing process can be defined as a strategic plan to create
service value for the customer and profit raise for the organisation. The marketing
mix is a set of strategic factors adopted by an organisation to attract consumers
towards their products or services. It undertakes the importance of factors like
requirements of market, production of product according to market need and
provision of services that will be responsible for reasonable amount of profit.
(Yasanallah et al. 2012) Example: From the case study, Next Plc has implemented
the sale for promotion which is a marketing tactic in order to increase the offline
sales. The estimation of profit drop is performed and then the strategies of
marketing of created by Next plc marketing team.

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References:
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Disterheft, A., da Silva Caeiro, S.S.F., Ramos, M.R. and de Miranda Azeiteiro, U.M., 2012.
Environmental Management Systems (EMS) implementation processes and practices in
European higher education institutions–Top-down versus participatory approaches. Journal
of Cleaner Production, 31, pp.80-90.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Vernuccio, M. and Ceccotti, F., 2015. Strategic and organisational challenges in the
integrated marketing communication paradigm shift: A holistic vision. European
Management Journal, 33(6), pp.438-449.
Yasanallah, P. and Bidram, V., 2012. Studying the Status of Marketing Mix (7Ps) in
Consumer Cooperatives at Ilam Province from Members' Perspectives. American Journal of
Industrial and Business Management, 2(4), p.194.