Discuss about the Bachelor of Business for Public Relation.
The integrated marketing communication plan combines necessary components of the marketing mix in order to promote the brands among the end users effectively. The integrated marketing communication plan combines different methods of marketing such as public relation, promotion and advertising through social networking sites and creating awareness of the product and services among the audiences. The communication methods help to coordinate the department as well as increase in the profitability of the organization. A successful implementation of the integrated marketing communication plan depends on understanding of the target customers basically their expectations and needs (Barker, 2013). It is the responsibility of the manager to allocate resources and fix time to implement effective integrated communication marketing plan. It is also significant to determine and analyze the activities of the competitors as well. The promotional activities will help to increase the sale and profitability of the organization. It ensures that all messages and communications are linked together. It can develop competitive advantage, increase profits and sales while saving time, stress and money. It also helps to build healthy relationships with the customers.
Mahogany is a retail company operates stores and distribution centers with the aim of providing superior quality, value, range and convenience. The company sells food and clothing to the customers. The clothing ranges cover men’s, children’s and women’s wear, footwear, beauty products and accessories. The company has adopted new strategies to develop its business in the retail industry. Linking strategies with technology has also helped to deliver quality product and greater innovation. Mahogany also offers groceries items and other food items (Carroll, 2013). The main of the company is to provide food that is nutritious and safe as well as organic food. The sales of an organization can be enhanced with the implementation of effective marketing plan. The marketing strategies have been implemented by organization in order to increase its sales and customer base. The marketing objective of the company is as follows:
The marketing objectives increase the sale and promote products and services of the company. Therefore, it helps to achieve the overall objective of the company (Eberechukwu and Chukwuma, 2016). The management department plays a significant role in the implementation of appropriate marketing strategies.
The analysis regarding the target customer also helps in depicting the marketing process of the companies. The market segment is selected for the enhancement of the potential customers that are related to the larger audience in the prospects of the business. The company also helps in the creation of the reviews that are considered for the enhancement of the strategies in order to create the appropriate enhancement of the segment criteria. The segmentation premises helps in determining the efficiency which helps in constructing the views that are depicted in order to create appropriate form of the advertisement (Finne and Grönroos, 2009). Thus spending money helps in the promotion of the company’s products and thereby the identification of the customers helps in the creation of focus on the best media and thereby it also helps in creating best messages to get the interest of their own. Company’s uses many strategies or the various approaches that helps in creating the approaches for the enhancement of the fact in order to determine the attributes of the prototypical customers. It thereby also helps in indicating the selection of various prototypes which helps in creating focus on the customer profile or the geographical location of the company for the creation of communication system with the customers. Before starting a business, the research of the market must be made in order to get aware of the current market competitors regarding the business conducted by the new business (Gurău, 2008). Henceforth it helps in creating an challenging attitude for the people who helps in conducting the segments and the benefits of the customer types and thereby the target audience analysis seems to be effectively made according to the approaches created for the business and thereby the establishment of the business appeals are created for the enhancement of the structure of the business regarding the enhancement of the services towards the targeted customers or the audiences.
Marketing Communication Objectives are very common and popular term and it is a long – term goals process, and where the marketing campaigns are designed to dive up the value of any brand for over time. In comparison to sales promotions, that is short- term stimulus process to buy, communication goals are going to be succeed when you reinforcement of your brand then the customers has satisfied and then the customers need or want that brand.
Increasing the brand awareness is not only one of the most common marketing communication objectives; it is also very typical for any new company. When you entered the market then at first you introduce your company, knowing your branded products or service to the people after that you exit from that place (Jung, 2013). This might incorporated broadcast commercials or print ads that represent the whole outline of your company. The whole objectives are become very well known and also very remarkable. The company has been established to often use a closely related to the goal of building or maintaining increase the mind awareness.
Another common communication objective is to change the company or brand name of any products. Sometimes misinterpretation of the companies’ product or service is very much increase in the market. Advertising is the process and that is a way to address them directly and describe your product properly. In other hand negative publicity is growing up any companies because those companies are involved in a business scandal or unsetting activities. BP has been invested the millions of dollars for advertising the company’s product as well as explain the company’s cleanup efforts to the public following.
For communication objective the main key is to motivate the customers for buy the product. This motivation process is normally done through the advertising of the product, which is involves the strength of your superior benefits to the user and it is usually related to competitors. Sports drinks are commercially showing the athletes competing (Mihart, 2012).
Two communication objectives are to stimulate trial use and drive repeat purchases which is closely related and separated. For selling the goods free trial or product samples are common techniques. To the persuasion of the customer free trial or product samples are the best techniques to expand the business. For the first time free trials or product samples are common techniques to the persuasion of the customers to try the product. To take away the risk for fulfils the goal and to experience the brand get the customer. Once on the first purchase you get them (Young, 2010).
For getting the customers the specific goal is followed who buy the competing products to switch the brand. The pittance of tide detergent is normal than the other leading brands. In competitive market the comparative ads intended to influence the brand switching, tide detergent is pitted against the other leading brand (Narasimhan, 2006). The benefit of this goal is the customers buy the product which means the strategy of the business is established. You must be gain the persuasion of the customers that the product and service is superior.
The alternative method helps in considering the effectiveness of the communication skills that are requisite for the enhancement of the organization. It thereby helps in creating the enhancement of the support which helps in the enhancement of the support activities and thereby the considerations are made. The campaigning helps in the creation of the support activities and thereby the consideration of the approach helps in the enhancement of the approaches in order to create the creative strategy is also enhanced (Perrey, Spillecke and Armstrong, 2011). This thereby helps in gaining the objectives that seems to be requisite for the marketing mix approaches and thereby the appropriate strategy is seemed to be gained with the help of campaigning. The consideration is used for understanding the characteristics that seems to be requisite for the purpose of attracting the consumers. The business strategies help in covering the ideas that are represented in the form of the campaigning for the purpose of attracting the customers.
Media is playing significant role is modern organization as it has great contribution in the marketing and communication to the business entities. The organizations are mostly dependent on the media for the marketing activities of the organization. The contemporary media is segregated into three different parts, which are print media, electronic media and social media. The print and electronic media are traditional media and used by the organization from the long time(Potter, 2005). Social media is modern phenomena in this matter, with the development of internet technologies the use of internet is increasing and simultaneously growing the use of social media, which are the facilities of the internet and the social media has significant impact on the consumers as it has direct impact on the consumers and it is more personal thus, the consumers are mostly influence by the social media. Therefore, the contemporary organizations provides great efforts to develop effective social media plan and strategies so that the organization can reach to the people more effectively besides this, as the social media is effective media at the same time it is cost effective also(Scott, 2007). Therefore, the business organizations have to invest minimal amount and get effective responses from the social media publicity of the products and services of the organization. Thus, the company should use the social media more efficiently for better outcome along with the traditional print and electronic media.
The measurement of the IMC plan’s effectiveness is judged by the effective creation of the tools that are used by the Integrated Marketing Communication. The plan of the communication helps in the creation of the plan for the enhancement of the information and thereby the measurement helps in the creation of the impact. The primary tools depict the advertising, sales and the promotion, interactive and the internet media and the public relation or the publicity. The consideration also helps in the positive impact for the organization in approaching maximum numbers of customers with implementing the above tools by the help of the information technology (Shimp, 2010). It thereby also helps in achievement of the appropriate response level for the hierarchy dimensions. It also helps in creating opportunity for the customers that helps in the creation of structure for the enhancement of the system. Henceforth the appropriate measurements can be achieved by the organization with the usage of the IMC as a tool in for the purpose of marketing its products and services provided. It also helps n mitigating all the necessary issues that seems to be depicted by the help of the direct form of marketing (Smith and Taylor, 2004).
Conclusion
In order to establish a business organization and to accomplish the goal and objectives of the organization marketing plays a vital role. Moreover, in the cut throat competition market, if an organization wants to survive and carry out continuous growth and development, the organizations have to adopt integrated marketing and communication strategies, which help the company to communicate with its consumes as well as make them aware about the latest products and services of the company. It helps in reducing the cost of marketing thus, it is cost effective and at the same time it is most effective to influence the customers’ behavior(Scott and Jacka, 2011). It helps the customers to know about the products and services of the company. It boosts the business of the company. The print, electronic and social media can effectively use to improve the integrated marketing and communication plan of an organization that help in the development and growth of the organization.
References
Potter, W. (2005). Media literacy. Thousand Oaks, CA: Sage.
Scott, D. (2007). The new rules of marketing and PR. Hoboken, N.J.: John Wiley & Sons.
Scott, P. and Jacka, J. (2011). Auditing social media. Hoboken, N.J.: Wiley.
Barker, R. (2013). Strategic integrated communication: An alternative perspective of integrated marketing communication?. Communicatio, 39(1), pp.102-121.
Carroll, C. (2013). The handbook of communication and corporate reputation. Chichester, West Sussex: Wiley-Blackwell.
Eberechukwu, A. and Chukwuma, A. (2016). integrated marketing communication in building customer-based brand equity: a review paper. ijmei.
Ferdous, A. (2008). Integrated Internal Marketing Communication (IIMC).The Marketing Review, 8(3), pp.223-235.
Finne, Å. and Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), pp.179-195.
Gurău, C. (2008). Integrated online marketing communication: implementation and management. JCOM, 12(2), pp.169-184.
Jung, H. (2013). Future information communication technology and applications. Dordrecht: Springer.
Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies, 4(2).
Narasimhan, K. (2006). Measuring Customer Service Effectiveness20061S. Cook. Measuring Customer Service Effectiveness . Gower, 2004. 159 pp., ISBN: 0â€Â566â€Â08538â€Â0 £45.00 (hardback). Measuring Business Excellence, 10(2), pp.112-112.
Perrey, J., Spillecke, D. and Armstrong, B. (2011). Retail marketing and branding. Chichester, West Sussex, U.K.: Wiley.
Shimp, T. (2010). Integrated marketing communications in advertising and promotion. Mason: South-Western/Cengage Learning.
Smith, P. and Taylor, J. (2004). Marketing communications. London: Kogan Page.
Young, A. (2010). Brand media strategy. New York: Palgrave Macmillan.
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