Question:
Discuss about the Strategies on Intercultural Group Interactions.
For achievement of the targets and the goals set up by the management, a disciplinary model needs to be selected and it should be capable enough to help the organization to put its efforts in such a manner so that management’s expectations could be fulfilled. The idea of developing Integrated Marketing Communication Plan is basically adopted from the analysis conducted by American Association of Advertising Agencies and the effectiveness of this plan has also been described in the same analysis. This plan helps the organization in the attainment of the goals and the objectives expected with the introduction of the IMC plan and this also helps the organization to put their effective effort in an appropriate manner so that optimum results could be obtained. This model is capable enough to enhance the organization’s performance as this is capable enough in extracting appropriate results amongst all faculties of the organization. The major advantage of this model is that it helps the organization to develop their effective market image through performing their crucial functionalities with very ease with minimizing the cost. This model will enhance the effectiveness of the organization’s advertisement and promotional campaign and with the effect of this; link between the customers will be built in relation to the communication objectives. With the help of this model, organization is able to promote its products and services amongst the consumers effectively and it leads to enhancement in the goodwill of the organization in the consumer’s mind. In terms of conventional systems, coordinated advertising system acts as the modern instrument for promoting and spreading awareness in relation to the products. 3D System’s Healthcare Technology Centre offers various products to its consumers such as 3D products and administrations outline system, printing materials, etc. The following analysis will determine the requirement of Integrated Marketing Communication Plan in relation with the 3D System’s Healthcare Technology Centre. The purpose of applications developed under this plan is to enhance the performance of system of the organization are configured in accordance with the policies of the organization. Main components of this institute are virtual surgical planning, printing of restorative, dental gadgets and other surgical instruments. These all activities will be perfectly managed and regulated by the new IMC plan.
As per Sharma (2015), IMC Plan helps the organization to convey their messages to the audience in regards to the administration of the organization, procedure, product’s requirements, etc. in the target market. Under this system, appropriate mediums are being used in relation to the requirements of the organization. Such mediums are advancement, showcasing the unique features of the organization’s products, making balance between offline as well as digital mediums of promotion, etc. will be included in the IMC plan of the organization. This plan promotes the management to convey their message in regards to the organization in the target market in an effective manner. The Integrated Marketing Communication Plan could be used for various purposes such as for promoting a newly launched product, for spreading awareness in the public in relation with the modifications adopted by the organization in their working procedures, etc. This helps the organization to attain its desired goals and the objectives in relation to the business’ requirements in accordance with the target market.
As 3D System’s Healthcare Technology Centre’s activities are linked with the hospitals, surgeons, etc. so, their target market will also be in the same industry. Their main concern will be the hospitals, nursing homes of Sydney, medical institutes such as Royal Australian College of Surgeons, etc. They will promote their advanced features in the target market in order to gain adequate competitive advantage. Apart from this, organization also believes in employing interested and talented people in the organization as this will enhance the performance of the organization as well as it will also provide adequate income source to the unemployed people (Arnold & Boggs, 2015). Following are the market segments which need to be fulfilled in order to attain the organizational goals and the objectives in regards to the IMC plan:
|
Segment A |
· Married; · Income group of $25,000 to $85,000; · People with high school certificate or higher; · Women between 35-54; · Sydney’s public. |
|
Segment B |
· Age group of 16-24; · Unmarried; · People with high school certificate; · People with income $15,000 or below; · Sydney’s public. |
The aforesaid table shows the major target markets of the 3D System’s Healthcare Technology Centre in regards to the IMC Plan (Moore, 2015).
Marketing communication objectives define the purpose for the adaptation of the promotional activities in relation to the certain project (Beach, 2014). In terms of 3D Systems’ Healthcare Technology Centre, IMC plan has various objectives and those are as follows:
IMC tools are the mediums through which goals and the objectives set by the management of the organization could be easily attained and following are some of the IMC tools:
Every business organization adopts unique type of advertising strategies in order to enhance their growth of the organization. The requirements differ from the company to company and the creative advertising styles are adopted in terms of the market segments. Motive behind creating creative advertising styles are providing adequate information to the public in relation to the product or service launched by the organization (Grunig, 2013).
Slogans: For making the advertisement unique and attractive, organizations adopt numerous techniques, themes, etc. for enhancing the demand for the product for which advertisement campaign has been developed. One of the unique methods is using slogans for marketing the products of the organization (Percy, 2014). For instance, Mercedes-Benz has built their slogan as “The best or nothing”. Hence, they use this slogan in their each and every advertisement campaign and this makes the advertising unique and distinctive from other automobile companies. In terms of 3D Systems’ Healthcare Technology Centre, using slogans in their marketing campaigns will enhance the demand for the services which are about to be launched in the target market (Hatziargyriou, 2014).
Discount: Apart from the slogan style of advertisement, there is one more creative style of advertisement exists in the market which is bit trending also in these days (Richards & Schmidt, 2014). Organizations offer numerous discount vouchers, schemes, etc. for enhancing the demand for their products, for spreading the brand awareness in the public, etc. This attracts the public and they get influenced in order to purchase and consume the certain set of services (Jensen, 2013).
Product’s Characteristics: This is also part of the traditional methods of promotion but this is effective technique. With the help of this technique, organization is able to promote its product’s special features in the target market which influences the audience to consume the certain products. For instance, 3D Systems’ Healthcare Technology Centre showcases the features of the products and the services launched in the target market which could be able to influence the public to purchase the product (Kasper & Kellerman, 2014).
Media plan is also used to increase the brand awareness in the target market and in the scenario of 3D Systems’ Healthcare Technology Centre, adequate set of media strategies will be used in order to make the media plan effective and useful (Knowthis, 2017). The media plan should be able to promote the companies’ products with the objective of attaining the organizational goals and the targets. Online media, print medium of advertisement, etc. could be used for increasing the brand awareness and to attain the communication objectives set up by the organisation. Online media is the source through which organization could enhance its market image in the dynamic business environment. This system is effective as well as efficient as with the help of this platform, organization could promote its products and the services across the globe (Kraidy, 2017). These showcase the features of the products as well as the communication objectives developed by the organization in order to increase the demand will also be attained easily. Facebook, Twitter, Emails, etc. are the favourable online media strategies which could be included in the media plan of the organization. It also enhances the communication between the consumers and the organization which leads to the production of customer-oriented products. These platforms are result oriented as well as large area of the target market could also be covered by the use of online media platforms (Lawrie, 2014).
Marketing and Advertising budget for the year 2017-18
|
QTY |
PROJECTED COST PER UNIT |
PROJECTED SUBTOTAL |
|||
|
National Marketing |
SUBTOTAL |
||||
|
Banner Ads |
4 |
$ 500.00 |
$ 2,000.00 |
||
|
$ – |
|||||
|
$ – |
|||||
|
Local Marketing |
SUBTOTAL |
||||
|
Newspaper |
6 |
$ 300.00 |
$ 1,800.00 |
||
|
Public Relations |
SUBTOTAL |
||||
|
Public Events |
$ – |
||||
|
Sponsorships |
$ – |
||||
|
Social Media |
SUBTOTAL |
||||
|
|
20 |
$ 200.00 |
$ 4,000.00 |
||
|
|
20 |
$ 250.00 |
$ 5,000.00 |
||
|
|
10 |
$ 200.00 |
$ 2,000.00 |
||
|
|
10 |
$ 175.00 |
$ 1,750.00 |
||
|
Google+ |
4 |
$ 200.00 |
$ 800.00 |
||
|
|
4 |
$ 500.00 |
$ 2,000.00 |
||
|
Online |
SUBTOTAL |
||||
|
Blog |
4 |
$ 1,000.00 |
$ 4,000.00 |
||
|
Website |
$ – |
||||
|
Mobile App |
$ – |
||||
|
Mobile Alerts |
$ – |
||||
|
Email Newsletter |
$ – |
||||
|
Advertising |
SUBTOTAL |
||||
|
Online |
4 |
$ 5,000.00 |
$ 20,000.00 |
||
|
|
2 |
$ 1,500.00 |
$ 3,000.00 |
||
|
Outdoor |
$ – |
||||
|
Radio |
$ – |
||||
|
Television |
$ – |
||||
|
$ – |
|||||
|
$ – |
|||||
|
Market Research |
SUBTOTAL |
||||
|
Surveys |
6 |
$ 1,000.00 |
$ 6,000.00 |
||
|
Sales Campaigns |
SUBTOTAL |
||||
|
Campaign A |
1 |
$ 7,000.00 |
$ 7,000.00 |
||
|
Campaign B |
|||||
|
Total |
$ 59,350.00 |
Conclusion
From the aforesaid analysis in relation to the IMC plan of the 3D Systems’ Healthcare Technology Centre, it can be concluded that the above strategies used for making the plan effective and efficient are result oriented. For the same, various strategies such as organization’s target segments were described; marketing communication objectives were described for making the IMC more effective. Adequate IMC tools were also being discussed for enhancing the organization’s performance in the target market. Apart from this, in the last phase of the report, advertising styles were discussed in order to make the IMC plan effective and the media plans were also discussed for attaining the organizational goals and the objectives.
References
Arnold, E. C., & Boggs, K. U. (2015). Interpersonal Relationships-E-Book: Professional Communication Skills for Nurses. Elsevier Health Sciences.
Beach, L. R. (2014). Decision making in the workplace: A unified perspective. Psychology Press.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Edsa. (2017). Advantages of direct selling, Retrieved from:. https://www.edsa.ee/en/direct-selling/advantages-of-direct-selling/.
Entrepreneur. (2017). Unique selling proposition(USP). Retrieved from: https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp.
Garvey, W. D. (2014). Communication: the essence of science: facilitating information exchange among librarians, scientists, engineers and students. Elsevier.
Ginsburg, K. R., Kinsman, S. B., & American Academy of Pediatrics. (2017). Reaching Teens Strength-Based Communication Strategies To Build Resilience and Support Healthy Adolescent Development.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication management. Routledge.
Hatziargyriou, N. (Ed.). (2014). Microgrids: architectures and control. Wiley/IEEE Press.
Jensen, K. B. (Ed.). (2013). A handbook of media and communication research: Qualitative and quantitative methodologies. Routledge.
Kasper, G., & Kellerman, E. (2014). Communication strategies: Psycholinguistic and sociolinguistic perspectives. Routledge.
Knowthis. (2017), Advantages of personal selling, Retrieved from: https://www.knowthis.com/personal-selling/advantages-of-personal-selling.
Kraidy, M. (2017). Hybridity, or the cultural logic of globalization. Temple University Press.
Lawrie, A. (2014). An exploration of perceptions of verbal and non-verbal communication strategies on intercultural group interactions and how they impact on learning and teaching in higher education. Internationalisation and the Student Experience, 14.
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
Peter, P. C. (2015). MKTG 472 Advanced Integrated Marketing Communications.
Richards, J. C., & Schmidt, R. W. (2014). Language and communication. Routledge.
Sharma, R. (2015). IMC: A Tool for Building Competitive Advantage. International Journal of Core Engineering and Management, 2(2), 75-88.
Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive voices. Psychology Press.
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