Develop and write an alternative IMC plan that involves the company you currently work for or the company you want to start up.
The company came into existence in the year 1937 with the view of manufacturing vehicles that will be helpful in making transportation easier for the people. Since its inception, the company has taken steps to improve the communities and the eco-system through their business operations. The sustainable approach of the company has helped he organization in making its growth and expansion in the international markets. According to a report, the company is considered to be fifth largest company in the world relating to its revenue.
The challenges that are being undertaken by the company for bringing in the improvements in the structure of the organization is overcome by the integrated teamwork and the proper market analysis that depicts the change in the needs and the requirements of the consumers. The objectives of the company for undertaking the marketing campaign are based on the requirements of the organization to make the people aware of the existence of their brand in the market. On the other hand, it helps the organization in enjoying a competitive advantage over the other companies in the market. The hybrid cars that are being created by the group helps in the development process of the organization based on the innovations that are brought in the market (Castronovo and Huang 2012). The company holds the largest shares in the Australian markets, which reflects the growth of the company in the respective markets. The major changes that are being undertaken by the organization is based on the development of the hybrid technology among the cars. It has helped the organization to expand its business in the international markets.
The purpose of the report is to understand the different objectives of the company relating to the marketing communication and thereby discuss the impact of the communication campaign and the use of the media devices in maintaining the situation of the company in the market. It also helps in determining the progress of the company and the expansion in the market. The report also enumerates a media plan for the better undertaking of the marketing functions through the proper functioning of the media devices.
The company is focused on the demographic and the psychographic segmentation of the target audience for marketing the automobiles. It has helped the organization in determining the needs and the preferences of the people based on their income and their family size. There are other factors too that determine the segmentation of the target audience of the organization for marketing their product. The other factors include the determination of the personal preferences of the customers based on the color and the size. Relating to the age, gender and the ethnicity of the customers, the company classifies and distinguishes between the target audiences. It helps the organization in bringing forth modifications in the marketing campaigns. The major objectives of the company for undertaking the campaign is based on their requirement of promoting brand identification and launching the new products that are being undertaken by the company among the customers. Therefore, the segmentation of the target audience and thereby identifying their needs is an important function that the company undertakes for proper placement of their product in the market (Ang 2014).
The determination of the psychographic segmentation helps the organization in understanding the family sizes and thereby develops their products based on the requirements of the families. The large families will be requiring a Highlander or Sienna. On the other hand, medium and small families will be requiring a Yaris, Prius or an Avalon. The company has targeted the high-income people who have sporty attitude towards their buy (Csikosova, Antošová and ?ulková 2014). The company therefore takes steps to understand the different requirements of the groups and thereby modify their systems for the better promotion of their activities. This will help the company in determining the placement of the products depending on the size of the families of the target audience. The company also makes use of the assessment of the incomes of the target audience to determine the needs of the customers. It helps in determining the price that the consumers are willing to pay for the automobiles. On the other hand, the demographic segmentation helps in determining the different aspects of the income of the target audiences. It helps the organization in determining the demands of the communities. The demographic segmentation helps in determining the family status and the income of the customers (Ivanov 2012). The target audience determines the positioning of the products prepared by the organization. The understanding of the requirements of the target audience helps the organization in placing the product in the market. The flexibility of the product based on the diverse requirements of the target audience helps the organization in undertaking a proper positioning of the organization in the market.
The objectives of the organization for undertaking proper communication are based on the type of promotion that is required by the organization for making its progress n the market. The major objectives of the communication that is undertaken by the company are based on the following factors:
Awareness
Social awareness is one of the major objectives of the organization. It helps the organization in making the people aware of their brand existence and the situation of the company in the market. Proper communication with the customers and the other stakeholders of the organization helps the organization in maintaining a stable relation (Kitchen and Burgmann 2015). On the other hand, the awareness also helps in occupying the minds of the customers while making a decision of buying a commodity. communication has helped the concerned company in retaining the values of the customers based on the demand. It helps in determining the segmentation of the market and therefore propose the placement of the products accordingly. Communication also helps in maintaining the ranks of the brand awareness and the loyalty of the customers. Awareness helps n determining the different aspects of the brand promotion in the international markets resulting to its sale. Proper communication helps in making the people aware of the steps that are taken by the organization for their promotion of the product in the market.
Persuasive purchasing
The company must take steps in order to use the campaign for persuading the consumers for making a buy of their product. The major aspects of the persuasive campaigns will help the organization in bringing forth changes in the situation of the company in the market. Communication while marketing a product is therefore facilitated by the persuasion that the company undertakes (Barker 2013). The advertisements that the company aims at undertaking are based on the objectives of maximizing the sales of the commodities manufactured by the organization and therefore retain the market shares. It will help the company in making improvements in the situation of the organization in the market. Therefore, communication plays a major role in shaping and identifying the products based on the requirements of the people through proper communication (Patti et al. 2017).
Product differentiation and competitive advantage
Proper communication that the company aims at undertaking will help in determining the different aspects of the product. The company must take steps in order to portray the supremacy of their product over the other available products in the market. The features and the additional benefits that the customers seek from the products is segregated and portrayed through proper marketing communication (Yeshin 2012). It will help in persuading the consumers to make a buy of their product. On the other hand, the competitive advantage of the company over the other available companies and their products is communicated to the chief stakeholders of the company, especially the consumers. It will help the consumers in determining the market situation of the organization.
Consumer feedbacks on the products
The consumer feedback on the products that are being manufactured by the organization will help in determining the different needs and requirements of the consumers (Percy 2014). The company therefore must take steps in order to bring in modifications in their line of products for fitting the purpose of the people (Luxton, Reid and Mavondo 2015). The concerned company has taken steps in order to process the feedbacks of the customers on the products and work on the modifications. It will help in bringing forth improvements in the products manufactured by the organization in the market.
Brand switching
The concerned company must focus more on the promotion of the products through proper marketing communication measures in order to persuade the customers to switch their preferences from different brands to the concerned brand. It will be helping the organization in creating the brand loyalty among the customers through the maintenance of the consistency of the quality products and the services (Mihart 2012). The proper communicational activities undertaken by the organization helps in determining the different aspects of the image formation of the brand in the market. It also helps in introducing the brand worldwide.
The creative advertisements that the concerned organization could have undertaken are based on the requirements of Toyota to promote their products in large scale. The company could have taken steps in order to make use of the marketing campaign for widely promoting their product in the market (Barger and Labrecque 2013). The persuasive attitude of the organization in this connection could be used in an effective manner through which the company could have attracted the attention of the people in the market (Schultz, Patti and Kitchen 2013). The company being a reputed company could have made use of semiotic advertisements in order to promote their product in the market. Semiotic advertisements are undertaken with the help of the pictorial representation of the product to be promoted. It helps in undertaking steps in the proper understanding of the strategies that are implemented by the company while promoting the product in the market (Naeem, Bilal and Naz 2013). However, there are issues that are being faced by this kind of advertising relating to the misinterpretation of the symbols. It affects the effectiveness of the campaign relating to the promotion of the automobiles that are produced by the organization.
The ethical issues that might be faced by the organization with the application of this type of advertisements are based on the misinterpretation of the language and the signs that might mislead the customers to make a buy (Belch et al. 2014). On the other hand, the signs and symbols that the concerned company could have used in the advertisements might hurt the sentiments of various communities based on the difference in the dialects and the representation of the signs. Controversies might arise out with the misinterpretation of the ideas of the pictorial and symbolic representation of the elements. Although the company does not intend to offend the sentiments of the communities, however the incorrect interpretation of the signs and the symbols create a havoc impact on the advertisements prepared by the organization (Ekhlassi, Maghsoodi and Mehrmanesh 2012).
|
Announce date |
Subject |
Content |
Vehicle |
Status |
|
July 2014 |
Toyota Corolla- Style never goes out of style |
The sporty cars available in the manufacturing unit of the company are based on the definite preferences of the adventure loving customers. |
Television advertising |
The promotion is being undertaken with the view of making the customers aware of the launch of the product based on their definite preferences. It facilitates the movement of the automobiles to their target segments through the undertaking of the advertisements. |
|
August 2016 |
Toyota Prius – the longest chase. |
It is a cost effective vehicle with long-term dependability. On the other hand, the content of the advertisement clearly portrayed the mileage that is being offered by the product through a car chase sequence (Auto.economictimes.indiatimes.com 2018). |
Television commercial of 90 seconds. |
The promotion of the vehicle undertaken by the organization has helped in fixing the image of a fuel efficient car in the mind of the consumers. It has helped in the undertaking of the steps that are necessary for the development and the sales of the organization in the market. |
|
July 2017 |
Toyota Yaris Hybrid- The Yaris Effect |
The commercial advertisement undertaken by the company is based on the launch of a hybrid model by Toyota. It has helped the organization in making the target market aware of the stylish and sporty, fuel-efficient car that is being launched by the organization. |
Internet and television advertising |
The advertisement of the automobile has helped in making the target audience segments aware of the launch and its features that are compatible with the requirements of the people. it has helped the organization to reach out to the target markets and thereby bring in modification sin the products based on the requirements of the people. |
The marketing campaigns that are undertaken by the company are based on the requirements of the company to make its products available in the market. On the other hand, the awareness that the manufacturer aims at creating among its target market is considered while making use of the promotional metrics. The successful IMC of the company is characterized by the four most important factors- customer-centric approaches, channels, content and measurable results, that helps in determining the efficiency of the communication undertaken by the company (Porcu, del Barrio-Garcia and Kitchen 2012). The customer centric approaches of the company is based on the different requirements of the customers. The automobiles that are manufactured by the organization is developed adhering to the requirements of the people. On the other hand, the channels through which the company distributes the commodities to the customers is again an important consideration. The content of the channels of advertisements and the results of the proper communication undertaken by the company are interlinked. It helps in determining the persuasive nature of the organization, which helps the organization in enhancing the sales of the same. The steps that are being undertaken by the company are based on the proper understanding of the market segmentation and the determination of the requirement of the product relating to is promotion. It helps in the creation of the brand awareness among the customers thereby increasing the sales of the company in the market. On the other hand, the systems undertaken by the organization for the proper promotion of their goods in the market is characterized by the need of the products. The selection of the media vehicles for proper promotional activities is based on the requirements of the awareness among the target audiences of the product.
The measurement of the IMC is characterized by the measurable results of the promotional activities undertaken by the company. It helps in determining the effectiveness of the promotional activities undertaken by the organization. Reports have portrayed the increase in the sales from the very years of inception. The company aims at selling 5.5 million electrified vehicles per year and one million zero emission vehicles (Keller 2016). The aim can be facilitated only through proper positioning and marketing of the automobiles that are being undertaken by the organization. Therefore, the company has made use of varied media vehicles in order to boost their sales in the international market. The proper content of the advertisements and the implementation of the strategies for undertaking the promotion helps in the proper placement of the products in the market (Ewing and Ramaseshan 2015).
References
Ang, L., 2014. Principles of integrated marketing communications. Cambridge University Press.
Auto.economictimes.indiatimes.com (2018). Toyota’s new ad shows a funny way of looking at 2016 Prius – ET Auto. [online] ETAuto.com. Available at: https://auto.economictimes.indiatimes.com/news/passenger-vehicle/cars/toyotas-new-ad-shows-a-funny-way-of-looking-at-2016-prius/50897169 [Accessed 18 Jan. 2018].
Barger, V.A. and Labrecque, L., 2013. An integrated marketing communications perspective on social media metrics.
Barker, R., 2013. Strategic integrated communication: An alternative perspective of integrated marketing communication?. Communicatio, 39(1), pp.102-121.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Csikosova, A., Antošová, M. and ?ulková, K., 2014. Strategy in direct and interactive marketing and integrated marketing communications. Procedia-Social and Behavioral Sciences, 116, pp.1615-1619.
Ekhlassi, A., Maghsoodi, V. and Mehrmanesh, S., 2012. Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era. International Journal of Information and Electronics Engineering, 2(5), p.761.
Ewing, M.T. and Ramaseshan, B., 2015. Integrated marketing communications: Conflicts of interest, politics and performance. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference (pp. 265-272). Springer, Cham.
Ivanov, A.E., 2012. The Internet‘s impact on integrated marketing communication. Procedia Economics and Finance, 3, pp.536-542.
Keller, K.L., 2016. Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?. Journal of Advertising, 45(3), pp.286-301.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects on consumer decision–making process. International Journal of Marketing Studies, 4(2), p.121.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated marketing communications practices: a comparison of objectives and results. Journal of Marketing communications, 23(4), pp.351-370.
Percy, L., 2014. Strategic integrated marketing communications. Routledge.
Porcu, L., del Barrio-Garcia, S. and Kitchen, P.J., 2012. How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/¿ Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedentes y efectos. Comunicación y sociedad, 25(1), p.313.
Schultz, D., Patti, C.H. and Kitchen, P.J., 2013. The evolution of integrated marketing communications: The customer-driven marketplace. Routledge.
Yeshin, T., 2012. Integrated marketing communications. Routledge.
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