BSBMKG523 Design and Develop Integrated Marketing Communication Plan

BSBMKG523 Design and Develop an Integrated Marketing Communication Pla

BSBMKG523 Design and Develop Integrated Marketing Communication Plan

Introduction:

This unit discusses about integrated marketing communication. It is the approach that has been used by the companies in order to combine all the promotional tools of marketing to get better results. This unit argues about different aspect of IMC in relation with the analysis of a company known as Tyres4U. It is an e-commerce company that focuses on selling tyres. The company is based at Australia. This report provides a full implementation of IMC plan for the company.

BSBMKG523 Design and Develop an Integrated Marketing Communication Plan

Task 1:

Aims and objectives of new IMC strategy:

Integrated marketing communication scan be defined as the process of integrating all the methods of promotion that can be used by the company to promote the brand. It is the combination of all promotional methods that results in better promotions and in turn provide better communication to the target audience.(Blakeman, 2007)In the case given, the aim of IMC strategy of the company is to target the large amount of target customers with promotional tolls that can create a brand image in the minds of the customers. Some of the objectives related to the new strategy are:

To integrate and use the new promotional methods

To target large and selective audience

To gain customer response

An overview of previous promotions:

As far as the previous promotional tools have been analyzed, the company is already using e-commerce as the approach to promote the brand. The company has made efforts to make an e-commerce website. This new and innovative venture in the tyre industry has disrupted the industry with its uniqueness and innovative techniques to promote their brands. The company has recruited the digital team to look for the e-commerce activities as well as the activities related to other media vehicles.(Belch & Belch, 2010)

Estimated budget for the new promotional campaign:

The new promotional campaign involves gaining customer response through tele-calling or tele-marketing. This requires the company to hire tele callers and need to develop a whole tele-calling setup with details of customers and the retailers. This can also act as customer support service in case if any of the customers wants any kind of support from the company.

Hiring cost: 3000$

Setup cost: 5000$

Maintenance: 4000$

Advertising is another IMC method that should be used by the company and the estimated budget for advertising is:

TV advertising: 5000$

Social media advertising: 2000$

(Ewing, 2009)

Direct marketing: It is the technique that should be used by the company and the estimated budget for this is

Hiring cost: 1800$

Other expenses: 5000$

Company and product profile:

Tyres4U is the organization based at Australia. It is the firm that sells tyres online and deals with multiple tyre agencies. The company assists its customers in making right choices of tyres according to their needs. The company also offers the customers with the support system that helps the customers to be ware about the latest technology in the type industry.("Tyres 4U - About Us", 2017)

The products that are sold by the company involve tyres for:

Passenger cars

All purpose trucks

Agricultural/Industrial, including Earthmoving & Off-the-Road 

Special purpose tyres

Solid forklift and pneumatic tyres

Tyre fill polymer products

Umping equipment’s

Tubes

Company’s competitive factors:

There are various competitive factors that affect the company’s working and business. Some of the factors that affect Tyres4U are discussed below:

Change in technology:As discussed, the tyre industry is undergoing rapid technological changes these days and this may create competition among the industry

Number of competitors in the industry: The biggest completion for Tyres4U is the retail market of tyre that has been identified as the most fastest growing industry in Australia.

Degree of interdependence: As Tyres4U is the online e-commerce business thus company has to be dependent on the suppliers or the manufacturers of tyres. This is because the company is not producing its own tyres but acting as the medium to sell the products manufactured by other companies.(Mihart, 2012)

Summary of previous promotional campaign:

The company has conducted many promotional campaigns in the previous years. The latest one is the offer that suggests that if the customers buy the tyre of4 GT Radial Car, 4WD, LT or Van Tyres in one transaction than the customer will get Australia Road and 4WD Atlas free with the purchase. Another campaign was the set-up of network tyre specialists that provides services to the customers 24 hours. This network provides roadside assistance to the people. This is the most influential promotional strategy as most of the people has taken benefit of the facility by the company.(Percy, 2008)

Marketing communication goals and objectives:

After discussing the whole scenario, it has been identified that the company needs to use some of the integrated marketing tools in order to make the people aware about the company. The goal sand objectives of marketing communication for the company are:

To gain customers response

To make people aware about the support system by the company

To increase the sales

Components included in IMC strategy:

Customer focus: The main business component that needs to be included in IMC strategies is the focus on customers. The strategy made fir marketing should include the actions that focus on customers. This is because the main aim of the company is to make the people or the customers area about the company and influence them to buy the product.(Pushparanjan, 2009)

Interdepartmental cooperation:It is not enough for the departments to communicate with each other in order to take out best results from the marketing strategies. It is also required the department to work in coordination with each other so that the marketing strategy implemented can function and provide better results.

Database communication:Information sharing between the different departments is very important. The marketing department needs several data about the customers and the products in order to make IMC strategy thus it is required by the company to form information flow channel.

Description of target audience:

As discussed that Tyres4U is the e-commerce company that provides different types of tyres to the customers. The major target audience for the company are the manufacturing firms that manufacture vehicles. As Tyres4U deals in wholesale business so the company has to target the firms that have large manufacturing turnover.(Torresi, 2014)

Legal and ethical requirement to develop promotional campaign:

Legal requirements:

The Australian Consumer Law is the national law for fair trade practices and any activities for consumer protection. This is the authority that provides different legal obligation in terms of marketing and promotions by the companies in Australia. The first legal requirement is inclusion of warrantees and guarantees. It is required by the marketing companies to deliver what they promise. Another legal obligation is do-not-call for tele-marketers. It is illegal for the company if the tele-marketing team of the company make calls on the domestic numbers that have put the number of the company on do-not-call mode. There are several other laws such as privacy, ant-spam legislation etc.

Ethical requirements:

Truth in advertising

Advertising should not be harmful

Advertising should not target children

Task 2:

Marketing communication functions and media vehicles:

There are several functions of marketing communication that have been discussed below:

Advertising:The main function of marketing communication advertising. Marketing communication mediums help the companies to advertise about their products. Customers also get to know about the availability ad features of the products.

Promotions:Promotions are done in order to enhance the brand name of the company and position the brand in the minds of the customers with particular message. Several promotional activities are used by the companies so that the people can relate themselves with the brand.

Public relations: Public relations the most important aspect. This is because the companies are working for the customers and have to connect themselves with the customers. To make that connect the companies need to make public relations. The messages for public relations are different from advertising and promotion because these messages are used to make the people relate to the product offered by the company.(Belch & Belch, 2010)

Various media channels used by the company are:

Digital media vehicles: The digital media vehicles are the cost effective media vehicles that makes the advertisement looks more digitalised and attractive. Examples are billboards. There are expensive in nature but cover large masses of audience.

Print vehicles: Print vehicles includes the newspapers and magazines. The best vehicle to be used by Tyres4U is magazines related to manufacturing industries as this can become the best medium to reach the target audience of the company.

Broadcast vehicles: These are the medium that broadcast the ads to larger audiences with the help of TV’s or radios. TV is the best medium for Tyres4U.

Advantages and disadvantages of media vehicles:

Media vehicle

Advantages

Disadvantages

Broadcast vehicle

Target mass audience

More effective

Reach to irrelevant audience

Do not provide feedback

Print vehicle

Provide evidenced information about the product

High cost of magazines

Digital vehicle

Most effective

Reaches up to large audience

Very costly

Media characteristics and relevance to the brand:

Media

Characteristics

Relevance

Print media (magazine )

Target relevant audience

Authority and believability

Reader loyalty

It is relevant for Tyres4U because using magazine as medium helps the company to target the selected audience that are relevant for the company. This also attracts the customers more effectively and readers if buy the manage will definitely read it.

Broadcast media (TV)

Mass coverage

Creativity

More impact

This media helps the company cover large audience and the audio-visual effects of the ads on TV has great impact on the minds of customers than any other media.

Digital media (internet ads)

Mass coverage with selectivity

Cost effective

Immediate response

This medium helps the company to directly interact with the customers or the manufacturers of the vehicles through internet mediums.

Target audience profile:

As discussed earlier, the target audience of the company includes the manufacturers of the vehicles that require large number of tyres in wholesale. Thus the company has to target the large business manufacturers that manufacture vehicles of different types. These manufacturers are the one that deals with the tyre companies and fit in a particular brand of tyres in their vehicles. If Tyres4U crack a deal with any of the manufacturer company than that company buys the tyre from Tyres4U only for a particular vehicle to a long run.(Blakeman, 2007)

Likely audience responsiveness to the selected media:

Tyres4U is the company that uses several media channels such as TV, Magazines and internet ads for the new promotional campaign for the products. Although it is not possible to identify the actual response of the customers over the media channels but it can be estimated by evaluating some of the factors and by observing the response of the people regarding the media channel or the advertising campaign. As far as the TV media is considered, it has been analyzed that the audiences have not much convinced with this media because the target audience or the company is not sitting at home and watching TV but they are on their field of work. Another media is magazine. This media has received a tremendous response as it targeted the selected audience that are most relevant to the product. The company has posted an ad on the automobile magazine that is read by the manufacturers. Last media is the internet ads; this media has received a good response after magazines. Most of the customers have replied on the internet mediums and liked the pages of the company after buying the products.

Criteria for selecting multiple media and how they support each other:

There are many factors that need to be considered while selecting the media. Some of them are discussed below:

Nature of product: The first consideration is the nature of the product. It should be identified that the product is consumer product or industry product. In the above case the product is industry product.

Nature of customers:It is also important to identify the nature of the customer at the time of selecting the media channel. This is because it is not necessary that all media channels work effectively for every audience type.

Advertising objective:The aim of advertising needs to be considered at the time of selecting the media. This is because the different media channels have different approach to target the customers with different types of messages.

Multiple media selection is done in order to advertise the products in different ways for different audiences. It is also important to select multiple media channels for advertising because it helps in covering the large amount of audiences of different kinds. As all audiences cannot have the reach to all of the mediums and thus companies used to select multiple media channel for advertising. These media channels support each other in the way that it caters the customers or the audiences with the same message again and again so that it sticks into the mind of the customer.(Ewing, 2009)

Task 3:

INEGRATED MARKETING COMMUNICATION PLAN:

Purpose:

The purpose of developing this marketing plan is to achieve the marketing goals of the company. As the company wants to make the people aware of the products and also about the support system that the company is providing to the customers.

Goals and objectives:

1. To integrate and use the new promotional methods

2. To target large and selective audience

3. To gain customer response

Target audience:

Target audience can be defined as the group on which the advertisement or the promotional strategy has been aimed. As far as the above case is considered,Tyres4U is the e-commerce company that provides different types of tyres to the customers. The major target audience for the company are the manufacturing firms that manufacture vehicles. As Tyres4U deals in wholesale business so the company has to target the firms that have large manufacturing turnover.(Finne & Grönroos, 2009)

Analysis of product:

The product can be defined as the goods or services that have been offered to the customers by the company. In case of Tyres4U, the products that have been offered by the company are tyres of different brands and the support system that serves the customers by helping them to know about the latest technological advancement in the tyre industry as well as assist them in buying the best product for their use.

Legal and ethical constraints:

Legal constraints:Legal constraints involve all the legislation that relevant to the marketing activities in Australia. It is very important to consider all the legal laws during development of marketing plan because nay illegal practice in the making plan may be subjected to legal punishment by the government of the country. Some of the legal considerations are:

1. Anti-spam law

2. Do-not-call legislation for tele-marketing

3. Inclusion of warranties and guaranties

4. Data privacy law

The Australian Consumer Law is the national law for fair trade practices and any activities for consumer protection. This is the authority that provides different legal obligation in terms of marketing and promotions by the companies in Australia.(Keillor, Owens, & Hausknecht, 2007)

Ethical constraints: Ethical constraints involve that constraints that are related to the ethical behaviour of the company during marketing, this suggest that the marketing practices shouldn’t harm any audience or should not mislead them. Some of the ethical considerations are:

Truth in advertising: Every marketer should provide true information to the customers.

Advertising should not be harmful:Adverting shale not be such that may create harmful impact on the audience.

Advertising should not target children:Any advertisement should not be made in such a way that target chidden or mislead them to buy the product.

Marketing communication functions and media vehicles used, with rationale for each:

The marketing communication functions for different purposes. Some of the functions of marketing communication for Tyres4U are discussed below:

Advertising: The main function of marketing communication advertising. Marketing communication mediums help the companies to advertise about their products. Customers also get to know about the availability ad features of the products.

Promotions: Promotions are done in order to enhance the brand name of the company and position the brand in the minds of the customers with particular message. Several promotional activities are used by the companies so that the people can relate themselves with the brand.

Public relations: Public relations the most important aspect. This is because the companies are working for the customers and have to connect themselves with the customers. To make that connect the companies need to make public relations. The messages for public relations are different from advertising and promotion because these messages are used to make the people relate to the product offered by the company.(Masterman & Wood, 2006)

Media vehicles:

Media vehicles can be defined as the channels of media that supports the functions of marketing communication. The media vehicles used by Tryes4U are:

Digital media vehicles: The digital media vehicles are the cost effective media vehicles that makes the advertisement looks more digitalised and attractive. Examples are billboards. There are expensive in nature but cover large masses of audience.

Print vehicles: Print vehicles includes the newspapers and magazines. The best vehicle to be used by Tyres4U is magazines related to manufacturing industries as this can become the best medium to reach the target audience of the company.

Broadcast vehicles: These are the medium that broadcast the ads to larger audiences with the help of TV’s or radios. TV is the best medium for Tyres4U.

Rationale for using these media vehicles:

Internet ads:For getting immediate response from the customers

TV ads: To reach larger audience and to attract the customers with audio-visual effects

Magazines:To reach selective audience and to attract the relevant customers

Creative briefs for the media options:

Internet media:

PROJECT

E-mails to be sent to the manufacturers

OBJECTIVE

The objective is to stimulate the sales and to get the feedback from the customers

TARGET AUDIENCE

Manufacturers

ATTITUDE

Calm and request

MESSAGE

Regarding request to surf the company site and to provide feedback

SCHEDULE

Once in a week

BUDGET

Around 500$

TV ads:

PROJECT

TV ads

OBJECTIVE

The objective is to attract the customers

TARGET AUDIENCE

Manufacturers

ATTITUDE

Audio-visual treat to the audience

MESSAGE

The company is serving variety of products

SCHEDULE

Thrice a day

BUDGET

Around 1800$

Magazine post

PROJECT

Ad post

OBJECTIVE

The objective is to attract the customers and to describe the features of the product

TARGET AUDIENCE

Manufacturers

ATTITUDE

Convincing and attracting the customers

MESSAGE

The company is serving variety of products

SCHEDULE

Once a month

BUDGET

Around 1100$

Schedule for the creative work:

Activities

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Magazine

Ad post

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Internet mails

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TV ads

Star world

AXN

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Budgetary allocation for each media vehicle:

The total budget that have been given to the marketing team was 30,000 au$

The percentage of budget allocated to following media:

TV

50%

Magazine

30%

Internet

20%

Conclusion:

Integrated marketing communication is very important for the companies like Tyre4U. this company uses multiple media vehicles to promote the products. It has been identified that different media channels have different ways to attract customers and thus combination of these tools is very important in order to get better results. Tyres4U has used print media, broadcast media and digital media to promote its products.

References:

Books:

Belch, G. & Belch, G. (2010). Advertising. North Ryde, N.S.W.: McGraw-Hill Australia Pty Ltd.

Blakeman, R. (2007). Integrated marketing communication. Lanham, Md.: Rowman & Littlefield Publishers.

Keillor, B., Owens, D., & Hausknecht, D. (2007). Marketing in the 21st century. Westport, Conn.: Praeger.

Masterman, G. & Wood, E. (2006). Innovative marketing communications. Oxford: Elsevier/Butterworth-Heinemann.

Percy, L. (2008). Strategic integrated marketing communication. Amsterdam: Butterworth-Heinemann.

Pushparanjan, A. (2009). Integrated marketing communication. New Delhi: Sumit Enterprises.

Torresi, I. (2014). Translating Promotional and Advertising Texts. Hoboken: Taylor and Francis.

Journals:

Ewing, M. (2009). Integrated marketing communications measurement and evaluation. Journal Of Marketing Communications, 15(2-3), 103-117.http://dx.doi.org/10.1080/13527260902757514

Finne, Å. & Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal Of Marketing Communications, 15(2-3), 179-195.http://dx.doi.org/10.1080/13527260902757654

Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal Of Marketing Studies, 4(2).http://dx.doi.org/10.5539/ijms.v4n2p121

Websites:

Tyres 4U - About Us. (2017). Tyres4u.com.au. Retrieved 7 February 2017, fromhttp://www.tyres4u.com.au/aboutus_page-AboutUs_show.aspx