Marketing Communications and Public Relations in Malaba Company - Case Study Example

Marketing Communications and Public Relations Name Course Name and Code Instructor’s Name Date Table of Contents Table of Contents 2 Promotional analysis 3 Internal analysis 3 External analysis 4 Communication process analysis 4 Communication and objectives 4 Attention 5 Interest 5 Desire 5 Action 6 Budget determination 6 IMC program development 6 Media 7 Broadcast 7 Television 7 Radio 7 Online/Internet 8 Print media 8 Newspaper 8 Magazines 8 Brochures 9 Integration plan and Implementation of the P-Mix and the timeline 9 Plans for monitoring and control 12 Conclusion 13 Works cited 13 Introduction: Company background information This integrated marketing communication entails the development of a plan for a company called Malaba with an aim of solving the existing problem with the drinking water in Malaba town. The cause for the water problems is due to the long and extended seasons of dry climate and at times the communities around the area are said to abuse the available drinking water in the area hence leaving the community with no clean and safe drinking water. It is a company that has shown growth in terms its objectives as a water production company well as in its profitability. It is a very well established company in the whole of United Arab Emirates as far as the issue of water supply is concerned. It is locater in the in United Arab Emirates is basically dry and hot with a maximum temperature of over 40% in some months like July and August. The average rainfall is about 120mm which falls in very short torrential. This is one of the greatest challenges in that such climate really affects the health of people and animals as well as the condition of growing their feeds and food for the people due to the lack of water. The company is privately owned but it faces great competition from one water processing company called Ai Iain Company that is also privately owned and especially in the area of customer loyalty. The marketing objective for the company is to meet the needs of the customer effectively and efficiently. Promotional analysis Internal analysis Internal analysis refers to SWOT analysis or the strength, weaknesses, opportunities and threats for the company. The following is the analysis Strengths It has many customers that are loyal to the company Large production of water due to the use of modern technology Threats Emergence of other water treatment companies Opportunities The need for better quality of water in the town and outside the town Weaknesses Few resources in terms of finances and human resource External analysis This refers to the factors like Climate: The area has had a history for problems with the lack of clean and plenty water for a long time due to the dry climate. Such climate really affects the health of people and animals as well as the condition of growing their feeds and food for the people due to the lack of water Competition: Ai Ain Company and many other coming up companies have presented a situation of competition to the company and especially since some of these companies are also supplying water to the company’s customers. Communication process analysis Communication and objectives The objectives of any integrated marketing communication plan must be in the interest of promoting the brand awareness, product and company knowledge, influencing the interest and attitudes of the consumers, development of the product image and influencing the purchase of the products. The following are the four communication objectives Attention The attention of the customers must be attracted trough a number of ways. This is whereby the people living in the town as well as the surrounding areas will be informed of the new project which is for their own benefits. The attention of the customer will be draw starting the month of June which is one month from now through advertisements (Philip & Patrick, 45) Interest The customers or rather the desired clientele will start getting interested by the month of August. This is especially because in the month of September the consumers of water which are very great in numbers in the schools will have started to open the schools. Also the other departments will at least have a total of one month to have heard about the new project and then will be ready to shoe their interest in the water. Their interest will be accompanied by some inquiries by the interested parties meaning that there is a need for the company to set up an office as well as mobile number where the interested clientele can access for their inquiries. Desire Most of the other departments will immediately start having the desire to have the supply of water by the mid of the month of August meaning that some of them will also start off the negotiations. This means that the company must be in a position to have the budget for them ready so that by the time they are inquiring and desiring to have the water supplied to them they are able to know the amount of cash they are expected to pay as well as the materials that are needed for them to have the water like the piping system and also proper drainage systems. Action By the month of September actions must be taken by the interested clientele. This means they should have their piping system installed as well as have paid all the required fees. Also they should also have the materials needed for fixation of the water like the meter and the tanks for storages. Budget determination Type of mass media cost Broadcast $100 Television $20 Radio $5 Online/internet $25 Newspaper $15 Magazines $20 brochures $50 Total $235 IMC program development Mass media refers to the collections of all the media technologies that are available like the internet, radio, newspaper and the television. There are two main media that will be used in the process of advertising as well as promoting the water that will be recycled by the company to the community that is surrounding. The two means are the media and the print. There are wide ranges of mass media that are used in relaying messages to the people. The media involves the use of the broadcast, the television, radio and finally internet or online advertisement. Media This form of mass media will involve the use of the broadcasting, television, internet and the radio (Salder & Craig, 98). These are some of the most accessible means of media for the community as well as in the urban centre. At least the house which does not have a radio then has a television meaning, while the broadcast through the vehicle can reach people in the towns. Broadcast This will entail the use of a vehicle with one person inside it with a loud speaker announcing to the people about the new project (Tony, 160). The method will be very effective in the sense that it will be able to reach people in the market areas where there is no access or even time to listen or watch television, radio or even log into the internet. This will be time consuming, and also expensive because the car or vehicle to be used must be fuelled as well as the person announcing must be paid. Television There are a total of five channels which are viewed in the area. However, according o the statistic, one of the channels called “citizen” is widely viewed meaning that the company will have to use the channels or the station to advertise for the water. It viewed by about 80% of the people in the people in the area meaning it will be the most efficient and effective. Radio There are a total of ten Radio stations in the area. However, the company will only use one to advertise because it is widely listened by the people due to the fact that it uses the people’s native language to air its information. This will be very important in the objective capturing the interest of the people. Online/Internet The internet will be very useful especially in showing or making the people understand well the process and steps followed in the recycling of water to be fit for use. The process will be posted in the website of the company and in all other forms of the advertisement people will be advised to log into the website for more information. Print media Print form of media includes the use of hardcopy to pass the information to the people (Shridha, 78). The main print media that will be used includes the magazines, newspapers and brochures or fliers. Newspaper The national newspaper will be used. The advert will appear once in a week for a month meaning it will appear only four times. The reason for using the newspaper is to ensure places like industries, hospitals and hotels where newspaper purchase is done daily will be reached by the information. Magazines There are so many magazines that are being produced in the town but the most read ones are the lifestyle magazines. This means the company will use it for its advertisement. The magazine is produced on monthly basis meaning the advert will appear one month. Brochures Brochures are very unique leaflets that are used by the companies to advertise their products. In this case the company will produce brochures which will contain the vision, mission, objectives and the process of the water recycling in details. They will then be issued in the residential areas, hospitals, schools and also churches. Integration plan and Implementation of the P-Mix and the timeline The fulfilment of any kind of objective must be accompanied by very good strategies which will make the objectives achievement SMART (Finlay, 112). The strategies must involve the management, the consumers as well as the employees in the company. The four very important elements in the strategy are the brand identity, strategy, management and value. They are the main processes that are used by the company to ensure the customers get to know the brand very well. Brand identity entails the naming of the particular brand, also the aspect of using the brand name as well as the logo (Robyn, 100). The will company come up with very unique name for their product which are known in the whole town. A good example is the name like water for all uses. This is a name that is very unique and in case the company would want to come up with a new action then the name itself would sell the brand or the product. Also the use of the name of the company that is very appropriate to the customer because it is very unique and easy for them to remember will be very necessary. Beside the name all of its products contains some logos and symbols like one very unique a spring with very clear water flowing. Springs are associated with clean fresh and very safe water for drinking. That is the main symbol used for the identity of the Company’s brands which appears in all of their products and brands. The moment people see on the brochures the logos and hear the name they know it is from the water Company. The manager of the company is expected to explain what the brand means for the company which is the second strategy. This means that the managers in conjunction with the other employees especially the marketing department should be involved in the process of branding after getting to know the needs of the customers that are out to satisfy. The exercise should be led by the company’s CEO. It should be noted that for a particular brand to be effective to the customers then it means that there must be a brand promise which stands for the real implications of the brand. This explains why the president and the overall overseer of the Company are involved in the process of branding. The company has made a brand promise to its customers in the sense that all of its products are known to evoke feelings from the customers resulting to them buying and ordering for more of the products (Philip & Patrick, 199). They are able to make the right promise top their customers because of the fact that through the marketing department, there is always a continuous study to get to know what the needs of the customers are and then the company goes ahead and fulfils them. A company must apply a number of ways to ensure that the customers’ gets to learn about the brand it is offering. Some of the ways that the company will have to use includes issues like advertisement as well as the effort of the management of the company to get to understand the motivational factors of the customers as well as the abilities as far as working in the company is concerned (Neels, 100). By doing that, the company is well able to stand and compete with all of its competitors. The Company has been able to keep the promise to the customers because of the fact that it entails management of the capabilities by the use of processes that can help the company to deliver what is required of it to the customers. Brand strategy entails the transmission of the massages about the brand of the company to all of the customers. This explains why the company must be aware of its niche first before embarking on other issues. Through that then the company is able to know the kind of message to pass across for the customers, especially through the advertisement and also the company is able to create impressive images to the minds of the customers. Company has been able to fully embark and maintain the practice and that explains why their products are able to be sold in the whole town without any struggle (Larry, 90). In actual sense they have been able to self advertise them in the whole town very easily and in a balanced way. The brand value of the company will be maintained through continuous innovation and creativity the action is being taken by different clientele to acquire the water. The brand value of any given company refers to the feeling the customers and the entire town feel concerning the brand (Kenneth & Marshall, 99). One of the uniqueness the brands of the Company have to the town is the effort it will continuously put in ensuring that the people of the town are always happy. It is evident form the people that the water that is associated by the Company is ever clean of high quality, delivered and recycled through the latest technology and also contains a very unique design which suit any use. This has been derived at after the positive feedback that is received from the customers all over the town. Most of the people argue that they can comfortably purchase a film that is a product of the Company to be viewed by the whole family because they are confident that it will be suitable for all viewing. It has been confirmed that their cartoons can also be enjoyed by not only the children but also by the entire town very comfortably (Robyn, 20). This means that when designing them, the company is very considerate of the fact that all the ages of people will enjoy. The company’s one way of brand management is the use of knowledge management which entails the different strategies, methods, practices and ways that have been laid by a particular organization to represent, create, identify and distribute as well as adopt to the experiences and insights observed in the business on the process of its running. Plans for monitoring and control Monitoring and control is vey important for every plan to ensure that the implementation is successful as well as sustainable and one of the ways to ensure that by having a monitoring and control officer who will be directly answerable to manager. The officer will be assisted by a committee. This is whereby the committee members will be required to carry out an evaluation after every week to check the effectiveness of the strategies that have been implemented in every department in the company (Salder & Craig, 179). This will enable the Company to come up with a better ways to cover up the gaps that may emerge during the implementation process as well as come up with ways of improving the strategies. The officer will be submitting monthly reports to the manager for a decision making. This will help the company to pin point all the areas that are not doing well and other strategies will be laid down to rectify the problem or the shortcomings. Conclusion Water is a very important commodity and it is very important for the human beings to have it in plenty. The integrated marketing communication plan for the company must therefore be well strategized so that it can catch the attention, interest and desires of the people in order for them to take the action of embracing the idea. Like any other any company for the company to be successful in the business it is involved in there must be a great deal of brand management that is practiced (Don et el., 200). Also the issue of promotion is of paramount importance so that the people can be aware of the product (water) the company is offering. Works cited Don, Schelter, Stanley, and Tannenbaum, Robert. The new marketing paradigm: integrated marketing communications. California: ABC-CLIO, 2004. Finlay, Patrick. Strategic management: an introduction to business and corporate strategy. New York: Pearson Education, 2000. Kenneth, Clow, and Marshall, Donald. Integrated marketing communication. Toronto: University of Toronto Press, 2011. Larry, Percy. Strategic integrated marketing communication. Oxford: Oxford University Press, 2008. Neels, Bothma. Integrated marketing communication. Guildford: Ashgate Publishing, Ltd. 2005. Philip, Kitchen & Patrick, Pelsmacker. Integrated marketing communications: a primer. New York: NYU Press, 2004. Robyn, Blakeman. Integrated marketing communication: creative strategy from idea to implementation. London: Rowman & Littlefield Publishers, 2007 Salder, Patrick, & Craig, John. Strategic management, 2nd Ed. London: Kogan Page Publishers, 2003. Shridha, Jain. Integrated marketing communication: trends and innovation. Toronto: University of Toronto Press, 2008. Tony, Yeshin. Integrated marketing communication; the holistic approach. California: ABC-CLIO, 1998. Read More