Question:
Discuss About The Communication Fundamentals Organizational?
The report is about IMC used by the Nestle Company. It consist all the tools that are used by the company for marketing communication. Nestle is considered as great supplier of the food and drink products. There are a wide range of products like Chocolates, Coffees, milk products and all the flavors of noodles. There is a wide range of hot and cold drinks, ice cream and various bakery items. Nestle brand consist of kit- Kat, crunch and Nescafe. The company has launched a joint venture in more than 80 countries. The market of Nestle was enhanced in 1906 and it served many sale agent and retailers. The head office of the company is situated in Sydney which become the headquarter for Oceania region of Australia and New Zealand. The company is renowned for the foods and drinks. It also deals with health and in nutrition. There are various products that are offered to the customers. The company gives main focus on enhancing the level of satisfaction of the customers. Nestle company provides god quality products that enhances the nutrition and healthcare benefits in many countries. Integrated marketing communication refers to a holistic approach to marketing communication. The company takes into consideration integrated marketing communication programs by using all the elements like product, price, promotion and place. The company is launching a new Nescafe in the market. Nestle require the strategy to take into consideration in the developed areas.
The main objective of the company is to give better quality to the customers as compared to the competitors. The company focuses on enhancing the goodwill of the products in the mid of the customers.
It is seen that the chocolate is something which is loved by every person. The main target is done on the children and teenagers. The chocolates are of wide range which to suit the different market segments. There are varieties of chocolates that are introduced in the market. The segmentation is done by dividing on the basis of customer expectations:
Demographic segmentation: The Company segments their product which is concerned with the generations. For chocolates the company should give focus on the teenagers and children. The chocolates are more loved by the teenagers. The company should also take into consideration the user’s occupation.
Psychographic Segmentation: The plan should include this segmentation in which the consumption pattern should give direct emphasis on the teenagers and their pattern of consumption. By giving direct emphasis it will help the company to attain the goals and objectives in effective manner. The company should give focus on the chocolates for those who want loves and enjoy chocolate (Shockley-Zalabak, 2014).
Behavioral Segmentation: The Company should introduce the chocolates that are for different occasions. The company should offer attractive packages that can be offered by the customers according to the occasions. The protein chocolates should be introduced by the company so that the people who are concerned with their health can consume it in effective manner. The consumer now a days purchase the products according the mood and occasions. So chocolate is the best product which is offered to the consumers. The company should introduce chocolates that can be consumed by the consumers by taking into consideration the mood or the special occasions (Vinhas,Sa and Heide, 2014).
Advertising is an essential part of the organization. Without advertising no organization can attain the goals and objectives in effective manner. Advertising enhances and helps the organization in expansion. There are four objectives that should be implemented in effective manner.
Brand awareness: The Company should try to promote its product in effective manner. Brand awareness helps the organization to attain the goals and objectives of the organization in effective manner. The company has a competition with Cadbury Kraft and mars in many low markets. The company should focus to enhance the integrity of the brand. The proper market research should be conducted so that the company can launch effective products in the market, according to the needs and wants of the consumers. The brand should give focus to make the consumer energized and enlightened. Nestle should focus on the competitive prices and also on the innovative products that launches a spark from the consumers. Nestle should give main focus on satisfying the needs of their consumers. The promotion plan of the company should take into consideration huge campaigns that make aware to the consumer about the products that are available in the market (Peck, Christopher, Clark and Payne, 2013).
Promote services and knowledge of the company: The Company should take into consideration to promote the services in effective manner. The promotion of the goods and services can be by giving advertisement in the newspaper, magazines and television. It is very essential to give the knowledge of the company products to the consumer, and then only they will feel induced and purchase the product of the company. If the consumers have the proper knowledge of the product then it can be very financial for the company to attain the profitability of the organization. The consumer should be made aware about the product and it can be only done by giving advertisement or discounts on the product. To promote the product the company should take into consideration the celebrity that induces the customers to purchase an item (Orel and Kara, 2014).
Influence Interest or the consumer attitudes: It is very essential to influence the customers to buy a product. The interest of the consumer can be influenced or the consumer can be attracted if the company provided benefits to the company. Nestle should give benefits to the consumers. The samples should be provided so that the consumers get to know about the product that is new to the company. The company should also take into consideration the attitude of the consumers. The consumer’s mindset can be changed if the company maintains the good image in the market (Luxton, Reid and Mavondo, 2015).
Developing the image of the product: The Company should consider the reviews which are given by the customers. If the reviews are in negative way, then the company should take corrective steps so that the company can effectively achieve the expansion. The image plays an important role in enhancing the profitability. Nestle should try to develop the image in the market, so that the profitability can be easily attained. The image of the product can only be enhanced if the company is providing quality services to its customers. So nestle should give main emphasis on enhancing the quality and also on enhancing the level of satisfaction of the consumers. The design of the product should give emphasis according to the need of the customers. The chocolates are of varieties, the company should focus on research and development of the products (Payaud, 2014).
Pricing strategies: The Company should classify its chocolates and the pricing should be done according to the competitors, so that the consumers get attracted towards the product. If the prices are high then the consumer will not be able to buy products. The company should introduce the chocolates that be purchased by everyone. Small chocolates should also be introduced in the market, so that lower class income group can purchase it (Hollensen, 2015).
The company should take into consideration creative advertising as it enhances the growth of the business. The competitors are taking into consideration many creative strategies that attract the consumer interest and induce them to purchase a product. The company should take into consideration attractive jingles which attract the interest of the consumer towards the product. The best strategy that should be adopted by the company is unique selling proposition. This strategy is the most popular and best strategy because it induced customers to feel that they want the product. When the product is introduced in the market then this strategy is used to differentiate the product from its competitors who belongs from the same or similar category. It gives uniqueness to the product and it gives benefit to the company for the long term. If the product is not so unique, then also it creative and positive image in the mind of the consumer. Nestle should take into consideration to make the product popular in the market. It enhances the personality of the product and it is considered as it is the easiest way to advertise by using celebrity endorsement (Moura, Branco and Camoesas, 2015).
To make the business decision. It should be seen that it is cost effective or not. There are many organizations that have a high ethical standard and have a range of policies on the websites that assist the claims. The communication objectives consist of many ethical issues. The company should focus that they do not use the same which the other company already have; it can cause a serious issue. There should be proper strategies which should be consider by the company, so that the goals and objectives can be easily attained (Krafft, Mantrala, Sotgiu and Tillmanns, 2015).
The main objective of this program is to enhance the overall share of the market of chocolates. To attain this company’s chocolates should be used as gateway product which introduces the consumers to a big brand family. The company for promoting chocolates in the market can take into consideration various media like print media through which the company can easily reach a large number of people in effective manner.
Budget consideration: Based on the research it is seen that the company spend approximately 2 crore in advertising the product. The budget for the chocolate is very essential as it represent the growing area of the revenue.
Print media: By advertising about the product in the magazines, newspaper the company can attract a large number of audiences. The advertisement can be given in the newspaper or magazines which are used to remind the people about the product. It also induces customer to buy the product, through which the profit can be attained by the organization. Print media is a famous media that should be considered by the company, so that promotion of the product can be done effectively. In the newspaper like Hindustan times the advertisement should be given.
Radio and television: Next is through television or by radio the company can promote its products. The advertisement should be given on hourly basis as the listeners or the watchers see the advertisement every time. It a great opportunity for the consumers who are not able to read the magazines or the newspaper.
Bill boards: The other media plan which can be considered by the person is through the bill boards. For advertisement the company should use the bill boards, so that it can remind people about the product and also by this people get induced to buy a product.
Internet advertising: This type of advertising can be considered by the company, as it is beneficial for the organization to attain its goals in effective manner. There should be advertisements on the entertainment sites of the consumers, advertisements on the music sites and also on the high trafficked portals (Qiao, Zhang, Wei and Chen, 2017).
The main advantage of internet communication is that it is directed towards the target market. The customers, who are willing to purchase an item, will search about the product on website and can easily attain the knowledge about the product. It is the best technique that is used to attract more and more customers towards the product. The main advantage for the company is that it is renowned and famous, so people get attracted towards it easily. Chocolate is a product which is loved by everyone or by every age of people. It induces teenagers to buy and gift it on special occasions (Wenger, 2014).To attract more customers the company should design attractive packaging which induces customers to buy a product (Dabholkar, 2015).
The key goals of the plan are measurable in terms of sales targets. It consists of unit of chocolates generated by the campaign, the chocolates sales for the campaign period and the web traffic and by analyzing the website. The progress can be measured by analyzing the monthly basis and adjustments that are made to execute the program. To communicate for a long term is a crucial decision for the success of chocolates.
Figure 1
In the figure 1 the total market is targeted and the proportion is clearly stated. Nestle should take into consideration effective strategies through which the goals and objectives of the company can be attained and through which the company can also conduct its expansion in the market.
After implementing the IMC plan the evaluation will be made by considering the performance of the company to measure the results that are expected with the actual results. The assessment should be made that the company that the plan is able to build a strong image of the product in the market. There are different kinds of surveys that are conducted by the expertise to monitor the impact on IMC on the mind of consumers and on the market. By considering all the information it is seen that IMC is a very important aspect in introducing the product in the market. To attain the good market position it is taken into consideration. The tools of IMC Like advertisements, direct marketing are very essential and it assist the company to attain the goals and objectives of the company in effective manner. The strong position is made in the mind of consumers. There are various methods or the techniques which provides the path for fulfilling the goals and objectives. By taking into consideration various tools the customer can be convinced easily and they are attracted towards the product. The outcome of all this is that it generates lot of revenues.
Conclusion
As a conclusion, it is seen that the company can attain the good market position and can promote its products in effective manner. The company should give main focus on the tools like advertising; direct marketing that will enhance the business and give the success can be attained in effective manner. The Strategy that is adopted by the company will help the company to gather more customers or the audiences towards the product. Internet will also enhance the awareness of the consumer and will induce the customer to buy the product. The message is clear and effective when it shows the end of the creative advertising approach by showing the liking for the chocolates.
References
Dabholkar, P.A., 2015. How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F. and Tillmanns, S., 2015. The evolution of marketing channel research domains and methodologies: an integrative review and future directions. Journal of Retailing, 91(4), pp.569-585.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.
Moura, A., Branco, M. and Camoesas, M., 2015, June. NESTLÉ, a global firm and its customer relationships. In IMC 2015 International Management Conference 26th June 2015 (p. 96).
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), pp.118-129.
Payaud, M.A., 2014. Marketing strategies at the bottom of the pyramid: Examples from Nestle, Danone, and Procter & Gamble. Global Business and Organizational Excellence, 33(2), pp.51-63.
Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor & Francis.
Qiao, D., Zhang, J., Wei, Q. and Chen, G., 2017. Finding competitive keywords from query logs to enhance search engine advertising. Information & Management, 54(4), pp.531-543.
Sa Vinhas, A. and Heide, J.B., 2014. Forms of competition and outcomes in dual distribution channels: The distributor’s perspective. Marketing Science, 34(1), pp.160-175.
Shockley-Zalabak, P., 2014. Fundamentals of organizational communication. Pearson.
Wenger, E., 2014. Artificial intelligence and tutoring systems: computational and cognitive approaches to the communication of knowledge. Morgan Kaufmann.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download