Qantas Airlines: Integrated Marketing Communication Strategies Report

This report delves into the integrated marketing communication strategies employed by Qantas Airlines, a major player in the global aviation industry. The analysis begins with an overview of advertising, highlighting Qantas' approach to showcasing its services and workforce to build trust and competitiveness. The report then explores the evolution of marketing communication, emphasizing the integration of various marketing mix factors. It examines Qantas' adaptation to contemporary marketing styles, particularly its shift to digital media channels, which has significantly boosted customer acquisition and data management. Furthermore, the report discusses the airline's effective use of social media platforms to engage with new-generation customers, promote its brand, and address customer concerns. The conclusion summarizes the key strategies that have contributed to Qantas' success in the market, making this report a valuable resource for understanding integrated marketing communication in the aviation industry.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated marketing communication
Chosen brand- Qantas
Name of the student
Name of the university
Date-
Author Note:

2
INTEGRATED MARKETING COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Advertising......................................................................................................................................3
Integrated Marketing Communication.............................................................................................4
Evolution of Marketing Communication.........................................................................................4
Digital Media...................................................................................................................................4
Social Media....................................................................................................................................5
Conclusions......................................................................................................................................5
References........................................................................................................................................6

3
INTEGRATED MARKETING COMMUNICATION
Introduction
The following report is based on Integrated Business Communication which is a modern
and innovative form of communication involving the mixture of marketing, public relation
making process, management, organizational structure and strategies. Implementing the
integrated communication in a business brings the much necessary fluidity to a business. The
presence of such a communication model helps the companies to judge their external business
environment and formulate strategies to avoid meeting with any form of risk. The development
of a superior integrated network of communication channel is the basic feature of such a
communication process. The use of such an advanced form of technology makes sure that the
demands of the customers as well as the employees are accessed and monitored on a real time
basis. The researcher in this following report has taken the example of Qantas Airlines which is
one of the largest International Airlines of Australia. The aim of the report is to find out the
different such integrated approach to business communication that has helped Qantas to fly to
new heights.
Advertising
Advertising refers to the production of various forms of advertisements for commercial
products or services that are put for display through the different levels of communication
channels (Barry et al. 2015). The mentioned Airlines Company has a well developed advertising
system in place which has helped the company to attain a degree of competitiveness within the
industry. The organization is not limited to showcasing their services but displays the different
workers who work for them. The Executive brand, marketing and corporate affairs manager of
Qantas, Ms. Olivia Wrath explains that the presence of a honest and trustable workforce has

4
INTEGRATED MARKETING COMMUNICATION
made the company trustworthy to such a large group of people. The series of advertisements that
will be displayed will highlight the different workers of the industry who generally work behind
the scenes. The innovative strategy of the company thus makes it the best in the business.
Integrated Marketing Communication
Evolution of Marketing Communication
Marketing communication is one of the vital aims of every business entity. The modern
definition terms marketing as the group of institutions and processes for the creation,
communication and creating a value for each and every products to the customers. Integration of
marketing thus refers to the integration of the different factors of marketing mix (Hill, Jones &
Schilling, 2014). Globalization has changed the world and has brought a change in their daily
habits. With larger disposable income, consumers are ready to spend much more to facilitate
their demands. Qantas has changed to contemporary marketing styles accordingly which has
helped it to retain the customers in the long-run. The organization now promotes itself in
different social media platforms to capture the imagination of tech savvy individuals.
Digital Media
According to Benn, Starik and Edwards Qantas have changed its marketing style and to
increase profits and reduce the cost in the market it has shifted to digital marketing channels
(Benn, Starik & Edwards, 2016). With an annual turnover of $522 million it has been one of the
best earners of Australia. CEO of the company Mr. Allan Joyce reported that transforming to
digital media channels has worked wonders for the organization. The biggest change came in
acquiring a large database for customers, having updated information on the target market,

5
INTEGRATED MARKETING COMMUNICATION
approaching the niche customers personally to avail their brand and has helped in conversions at
a much higher rate.
Social Media
The use of Social media has been another main change that the company has adapted to
make itself competitive in nature (Asif et al. 2013). The presence of the company in social media
has helped it to connect with new generation customers who are active in social media. The
mentioned organization has created a number of accounts in facebook, twitter and instagram
where it interacts with the customers and addresses all their problems. Apart from this they
promote their brand and display all the different schemes and offers of the company (Hanke,
2016).
Conclusions
The following report has helped the readers to have a clear idea about the success story of
Qantas. The thorough analysis of the report will be useful to analyze the different strategies used
by the Airlines Company to achieve a stronghold in the market. Therefore it can be concluded
that the researcher has been able to highlight the main determinants of the research which has
made this research compact in nature.

6
INTEGRATED MARKETING COMMUNICATION
References
Barry, B. R., Chodoronek, M. A., DeRose, E., Devine, C. Y., Studness, M. N., James, A. R., ... &
Tusa, M. (2015). U.S. Patent No. 9,197,599. Washington, DC: U.S. Patent and Trademark
Office.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Benn, S., Starik, M., & Edwards, M. (2016). BUSINESS CASES FOR SUSTAINABILITY-
INTEGRATED MANAGEMENT EDUCATION. Academy of Management.
Asif, M., Searcy, C., Zutshi, A., & Fisscher, O. A. (2013). An integrated management systems
approach to corporate social responsibility. Journal of cleaner production, 56, 7-17.
Hanke, M. (2016). Airline e-Commerce: Log on. Take off. Routledge.
Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Social commerce:
Foundations, social marketing, and advertising. In Electronic Commerce (pp. 309-364). Springer
International Publishing.
Hammer, M. (2015). What is business process management?. In Handbook on Business Process
Management 1 (pp. 3-16). Springer Berlin Heidelberg.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the
future. Routledge.