1. What is meant by the term Integrated Marketing Communications (IMC) and the relevance to the Malaysian Airlines plan for a restoration project and their brand?
2. What are the main components of the IMC mix and explore how they have been used by Malaysian Airlines, giving consideration to short term and long term promotional strategies?
3. How agencies in marketing communications were used by Malaysian Airlines in the restoration?
Malaysian Airlines (MAS) was developed from the venture of Imperial Airways and the Ocean Streamship Company of Liverpool. The pioneer company for airlines industry in Malaysia is known as Malaysian Airlines and it had successfully been the major player in international airlines industry on 12th October 1937.
The company possesses strong and excellent service records since its formation. It is ranked among 88 contenders that measure the financial viability of an airline. The company has its outstanding and remarkable, high quality services and it focus on strong growth to become the leading multinational companies in airlines industry. It operates with the excellent flying experiences and the services are offered to meet the needs of the consumers. The target market of MAS involves the customers from high end to low end. Thus, this strategy had been successful with the introduction of sales promotion and media sources. Due to higher number of competitors, MAS concentrates to remain competitive. It also has created the strong growth of image and quality in different markets.
The mission of the company is to offer the air travel and transport services that deal in terms of safety, comfort and discipline. It focuses on continuously innovate the areas of business and its relevance to reach the motto i.e. “Go beyond expectation” and it creates sustainable values for its stakeholders to meet the high quality services with respect to its customers. The major objectives of the company are as follows:
The major objective is to create the profitable air transport system that could develop the place strategy in the world. It had played an important role in involving the economical and social approach of the nation and it promises to plan as to increase the market penetration with the proper volume of aircraft type and its resources. (Blackburn, et.al, 2000)
IMC (integrated marketing communication) is a management strategy that concentrates on strong optimization of values for stakeholders. It is the proper integration of marketing tools and approaches that increases the impacts on the mind of consumer to increase the profits. The major aim is to focus on consistency. IMC is important to create awareness among consumers and generates high amount of sales. Through IMC approaches, the company would be able to provide correct and authentic information to its customers and it will help the company to succeed for long term. (Bennis, 2003)
The relevance to the Malaysian Airlines for the restoration project and their brand includes:
Corporate logo: The name used by Malaysian Airlines describes the form of quality of services. It also denotes the significance of quality of services. The company has a unique logo that resembles the best characteristics of the company with the blue and red color used in the logo.
Brand positioning: The positioning used by Malaysian Airlines develops best services and quality that increases the price.
Malaysian Airlines focus on applications that are useful to frequent passengers and also provides updated information via online about booking services. Thus, it becomes convenient and easy for customers to continue with the same brand.
The company divides its product into different classes such as first class, business class and economy class. Malaysian Airlines has different segments of target customers such as students, business professionals, high and low income people and many more. It also offers special holidays and benefits for customers in selective choices and packages. (Bartel & Saavedra, 2000)
The major competitor includes Singapore Airlines and the high intensity impacts the business of Malaysian Airlines.
The logo and unique trademark of Malaysian Airlines is its cultural symbol. It is recognizable by people with respect to symbols and is a well known symbol.
Brand equity: Malaysian Airlines have to think for new strategies of promotion to maintain the records of customers and their loyalty. Air Asia is the competitive company and people exchange between the prices, quality, services and brands.
To increase the brand equity by shifting the customer’s motivation, it is important to focus on people to fly with them. Malaysian Airlines focused on their strengths to manage the confidence level to consumers. (Cameron & Quinn, 2006)
Keeping in view the dynamic environment of today’s business, the marketer focus on creating high skills to meet the needs and demands of the customer, it ensures high availability to the customers. Communication is the process through which the messages are transferred to the desired goals. The communication with the target market is called as promotion.
Various uses of communication and promotion tools include advertisement, personal selling, sales promotion, marketing (Direct) and public relations to achieve the goals and objectives of the company. (Bryson, 2004)
Integrated marketing communications is a major approach that helps the company to integrate with the communication sources such as personal selling, advertisements, sales promotion and direct marketing etc. It helps to deliver the message and transform the volume of sales.
Different approaches that lead to integrated marketing communications
There are different factors that relate to integrated marketing communications such as:
Mass marketing: The strategy of mass marketing concentrates on the consumer needs and it provides one type of product, one strategy of pricing, one promotion program and one distribution.
The strategy of mass marketing leads to the increase of new market segment with distinct needs and requirements.
Media: Media sources help to create awareness and the advertising is important to develop strong sources of exposure in the market.
New technologies: The technologies impact the daily lives and allows creating a strong control over the communication among customers.
Global market: With the emergence of technology, the culture also emerges. It is important to understand the promotional strategies and the target market. There is a need to focus on advertisement and other sources to deal with the mass media.
Digital media and approaches: With digital media, consumers have special control over the information and network. It helps to deal with major options of innovation. There were high visibility among consumers with social media approaches and Malaysian Airlines were successful to spread awareness among consumers. The Company also focused on developing strong chances of success with social media. (Bridges, 2003)
IMC tools also offers proper planning to execute the programs and to maintain the long term relationships with the customers. This helps to generate strong loyalty.
Competitive advantage: The major tools of organization are useful as competitive advantage. It is the skill that allows superior values to the consumers and it focuses on single and the most powerful brand equity.
Brand equity: IMC strategies are vital to the strategic brand management as it increases the strategy of the organization and also measures the brand image of various offerings.
Online advertisement: It is the most powerful tool of IMC that develops online advertisement as people spend most of their times online and with the strong versatility of internet, it is important to gain the target market. Online campaign and advertisements will allow new skills to reach the target market, to develop the relevance and to increase the efficiency of ROI. (Chisholm, 2008)
Market positioning: The positioning is an important factor that supports the relevant and innovative efforts of marketing. It is due to the fact that consumer habits are diverse and lead to strong IMC budgets.
Direct marketing: This is the most effective and efficient way to deal with the target market and changing needs of consumers and to remain successful, direct marketing is helpful for targeting. Its success is based upon the skills to determine the right audience and to design the direct marketing campaign to achieve the goal.
Advertising: The advertising is segmented into TV commercial advertising and it leads to major goals and objectives with the help of advertising.
Sales promotion: It provides a tangible and value added strategy to motivate the consumers. There are two types of sales promotions called as the consumer as well as the trade promotions. With respect to the sales promotions, there is a need to implement consumer promotions. (Chandy & Linn, 2011)
IMC approaches focused by Malaysian Airlines with respect to branding for long term:
Television and newspapers, magazines and newspapers and other sources are known well to increase the methods of advertisement. MAS also have been developed these steps to promote the information and offers. Newspapers and magazines and travel magazines, TV ads and commercials will be strongly focused by local channels. (Mohrman, 2002)
MAS should also develop the location that could attract major number of customers is known as railway station and bus stations etc. These locations are the destination where huge number of people boards their transportation. Thus, the company attains success with huge attention and appears in the mind of the customers. (Chisholm, 2008)
Trade offers and buying allowances: The Company has mixed travel agencies to buy and sell the tickets that are convenient to customers.
Advertisement allowances: MAS focus on newspaper and magazines or billboards to help the consumer learn and know the latest price rates for the air tickets.
Online booking: MAS ensures that their service will be the best and it designs the online booking system that helps the consumer to deal with the booking and it is convenient.
Lower price rates: The Company also offers low price rates to motivate the people to travel.
Marketing oriented public relations: With respect to promotion and advertisements, the public relations play a greater role to spread the information to the consumers through magazines, news channels, online commercials etc.
Online advertisements develop the consumers in providing them with huge information. There are clear idea and image of the company that creates best services to consumers and MAS deals with them through the options of emailing. (Cummings & Worley, 2001)
Short term market strategies
Short term market strategies mainly consider the four Ps of business such as product, place, price and promotion that are important for the business. These features attain the business to achieve the future plans and actions of the business and help the business to improve on many things such as whether to introduce the new product in the market or not etc. In case of Malaysian Airlines, the short term market strategies help to ensure the maximum sales and it becomes possible to achieve success for the restoration project of Malaysian Airlines. (Dannemiller, 2000)
Short term promotional plans help to increase the momentum of sales and it could be gained with offers & discounts, advertising, etc.
Malaysian Airlines believe on providing RM1 for flight tickets to offer luxury services to its customers and it ensures that it offers its customers the convenience and high comfort. The important facility of internet booking also helps the customers to increase the best travel experiences. With internet booking, the company provides discounts and offers to the repeated customers.
Long term market strategies
The long term market promotional strategies include majority of internet and the information is available broadly through the presence of internet. It helps to understand the customers and to generate the long term quality. Malaysian Airlines engages in more promotional events to develop awareness and to offer a comfortable journey. It also generated the program known as frequent flyer programs to attract the potential customers. This way, the company promoted its website and emphasized hospitality. (Davis, 2001)
Malaysian Airlines focused on strong promotion techniques with respect to the PR agencies to deal with the communications. Thus, there was huge pressure in the minds of agencies.
The social communication channels and advertising, sales promotion and other digital media supports promoting the company and increase high level of profitability in the restoration. With restoration activity, the company concentrated on business strategy with two elements such as to focus on premium segment and to compete in the market. (Dubois & Rothwell, 2004)
With respect to advertisements and social media campaigns, the company developed the branded experience for customers and changed the experience for customers. This way, it also recognized the importance of branding and positioning and achieved huge success for the company.
Marketing and advertisement campaigns successfully developed to meet the success and to engage the customers with the transformation of proper message conveyed to them.
Malaysian Airlines was in a unique position with the help of PR and marketing efforts to deal with the environment. To achieve the long term corporate image and the growth of the company, the company needed to re-enter the communications and campaigns that is also known as a long term strategy for customers. (Galbraith, et.al, 2002)
Thus for the restoration strategy, the company will focus on rebranding strategies and this way, it will differentiate the characteristics and attributes to the product or service. It will also be able to communicate the values and promises with respect to the branding and unique as well as corporate logo design.
Strong and corporate brands are authentic and emotive. Thus, Malaysian Airlines will understand the perceptions of consumers and increase its strategy on rebranding. This way, it will be able to help people achieve the best thing and the company will also be able to perform with the same identity. This will also help the company to re-communicate with its customers. With corporate structure and activities of promotion, Malaysian Airlines will deal with the structural activities and it will also support the important ways of advertising. It will encompass issues associated with the female empowerment, gender, age and other issues of organizational structure. (Kohl and Ngozi, 2005)
Thus, Malaysian Airlines took the help of advertising agencies to rebrand its strategy and to increase the awareness among consumers and develop the positive image in the minds of consumers. It will be able to develop the understanding and create the fast culture.
The company has thus communicated with the customers and families through major activities and sources of communication channels and social media. It also generated strong amount of face book users for restoration. This way, the company generated strong social media networks and abilities. It also developed the innovative and creative approaches and it also generated creativity and it also ensures other zones of comfort and other issues to deal with the challenges. (Kotter, 2002)
Corporate brands have to deal with identity and proper personality with respect to the employees, activities and products and services and customers with respect to the organization. The brand is more than a logo and strong corporate brands are reliable and authentic with respect to the market changes. It also deals with the development and it initiates with respect to the company and its target with respect to the perceptions of customer. (Lakoff, 2002)
The MAS brand has been developed with respect to the strong amount of national identity and pride. It develops clear message among people and processes that is important. This is driven by social media and advertising. This way, Malaysian Airlines focused on strong advertising and branding agencies. Through this approach, it would be able to involve the professionalism and emotion and focused on creativity with respective to deal with culture. (McCoy, et.al, 2002)
Conclusion
To conclude, marketing communications deal with proper business and communications. The Malaysian Airlines focused on different branding and cultures with respect to the communication and other strategies.
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