Integrated Marketing Communication Project - Essay Example

?Integrated Marketing Communication Project Part 3&4 Table of Contents Integrated Marketing Communication Project Part 3&4 Table of Contents 2 Part3 3 Introduction 3 Findings and Analysis 3 Conclusion 7 Part 4 7 Nature of Messages 7 Positioning Strategy 8 Themes and Copy Platforms 8 Channels of Communication 9 Promotional Tools 9 Participation Conditions 9 Advertisements 10 References 11 Annexure 12 Annexure 1: Questionnaire 12 Part 3 Introduction The competitive scenario in this business environment calls for organizations to formulate a strategy that increases their brand image and positioning among the customers. In this regard it is very important to analyze and identify the demands of the customers as that would enable it to position itself a preferred brand so as to analyze these aspects and to frame a basis for an integrated marketing communication strategy. In this regard a primary study has been carried out with a sample size of 5 individuals. These individuals would include general customers who would be chosen from the population using a simple random sampling technique. In depth interviews would be conducted by using a questionnaire specifically designed for this purpose (refer annexure). In depth interviews would be conducted to analyze the different aspects related to branding and positioning and the customers thought process while making a purchase decision. Findings and Analysis The designed questionnaire was taken to the chosen set of respondents who were necessarily consumers who had purchased an Apple product. In response to a question on the main aspects that influences brand evaluation by the customers it was observed that the main aspects that influences them particularly in the customer segment of Apple was quality. Customers often perceived a product on the basis of product features and reputation of the brand as they felt it added value to their social status as well. A certain section of the respondents also stated the importance of price as a crucial aspect while undertaking a purchase decision. The survey findings also stated that brands that become a hit with the consumers are normally those that have a good brand image. This brand image is built mainly on the basis of product attributes, service quality and reputation of the brand in the market. Quality is one area that seems to have been the most important factor stated by the respondents as main criteria that makes brands popular and hit in the market. The respondents stated that brands that had a good reputation with quality standards as well as customer service were more likely to be the chosen brand by the customers. It was perhaps for the reason that most of the respondents felt that quality and product features were the most important criteria for decision making by the customers. In the course of the survey it was also found that brand image also depended on the business profile of the organization. Brands like Google and Apple score high with regard to brand image by virtue of the robustness of their business models. The survey also revealed that customer service as well as the marketing communication strategy also plays a major role in the development of brand image of an organization as most respondents felt that the manner in which an organization communicated with the customers had a very lasting and comprehensive effect on the overall positioning and brand image of an organization. In response to a question on the ways customers evaluate as brand it was observed that most customers used a cost benefit analysis to analyze a brand. Most of the respondents were of the view that if the cost of a product tends to satisfy their demands then they perceive it to be a good brand. In addition to this respondents also stated that product features and additional facilities like loyalty points, rewards and bonuses also played a major role in the perception of brands among the customers. In summation it was found that most of the respondents stated the importance of the elements of the marketing mix as the essential ingredients that makes brands successful in the market. Respondents also stated that location of stores also constituted a criterion for selecting a particular brand in the market. Respondents also stated the importance of online stores and availability of products on the internet. This was noted especially among the working class customers who had little time to visit the stores due to their hectic lifestyle and work pressures. Organizations like Apple that have a dedicated online channel found much appreciation among the respondents. In addition to this respondents also stated the importance of online channel as a medium of communication and advertising. Companies like Apple have very well exploited this aspect to gain importance and improve its brand positioning. The company has gained widespread importance and effective positioning by using the online communication channel. The respondents also stated the importance of social networking sites while framing a brand image for a particular brand in the market. The response generated from the survey also highlighted the aspect of the perception of individuals with regards to the perceptions of the best brands in the market. It was found that brand image and positioning were the most important aspects that customers sort out between the large numbers of brands available in the market. The respondents stated that the best brands were those that satisfied their needs and wants and also gave them a sense of pride by owning that brand. Brands with product offerings that satisfy the needs and wants of the customers are generally perceived to be good brands in the mindset of the customers. Respondents also stated the importance of peer reviews as one the criterions for analyzing a brand in the market. Effective and positive feedbacks about a particular brand largely help customers segregate between good and poor brands. Social networking was found to one media that was largely reported by respondents that helped them distinguish between brands in the market. Respondents often rate brands as good when they score well on the expectations of the consumer and this expectation may be in any form that includes product quality, features or attractive pricing. However it was also observed that in product segments like electronic gadgets customers normally preferred those brands that were innovative and had exciting product features. Respondents stated that in this product segment the aspect of quality and features was perhaps more important than that of price. It is perhaps this reason for products like iPhone and iPod being instant hit in the market in spite of the higher price range of these products. The survey also indicated that respondents often compare between different brands either on the basis of their own perceptions that includes product features as well as the existing perception of the brand in the mindset of the customers. In addition peer reviews as well as social networking sites also contribute towards customer’s perception about the brands in the market. Past experience with a brand also helps in generating a perception about a brand with consumers generally perceiving brands to be good if they have a positive experience and vice-versa. Finally the respondents stated that the extent of their dissatisfaction with their selected brands largely depended upon the experience of the product and the level of satisfaction on being the owners of the product. Respondents were unanimous to state that after sales service and the usability and quality aspects of the product largely helped them to generate a positioning of the brands in the mindset of the customers. Customers stated that if a product did not satisfy their demands then they would not hesitate to switching between brands that would offer them greater value for their monetary resource that is being spent towards purchasing the product or service from a particular brand. They also stated that good service and after sales service would largely make them develop a positive feeling about a brand that would help generate a formidable image about a product or service in the minds of the customers. Hence it is imperative for business organizations to develop a strategy that would help them generate a positive image of the brand in the minds of the target market customers so as to generate formidable brand image and generate sustainable competitive advantage in the market. Conclusion The primary study conducted on the respondent’s reveals that the elements of the marketing mix plays the most important role in brand selection and preference of a brand among the customers. It was also found that peer reviews as well as after sales service also made an impact over the brand image of an organization. The role of online channels especially social networking has also been found to be a major aspect that helps customers audit a brand and make a purchase decision. Part 4 Nature of Messages The integrated marketing communication strategy adopted at Apple is highly product centric and aims to create euphoria about the product before its actual product launch. The company’s messages largely highlight the technological innovation of the product and highlight the same through use of different media channels. The company also tries to portray its product features as innovative thus trying to highlight the product as a new innovation that is unmatched by any of its competitors in the market. Apple messages are largely intended toward creating a cool and carefree image of the new product. This way the company feels that the product would be suitably positioned in the minds of the target customers and would help improve the brand image of the product. The main objective of the company is highlighted in the messages. In case of Apple the main theme that the company wants to portray is an innovation that is adequately propagated in the messages of the company’s advertisements (O'Guinn, Allen & Semenik, 2008, p.340). Positioning Strategy The positioning strategy adopted by Apple for almost all its products is a differentiation strategy in which the company showcases its products as innovations and tries to highlight this aspect as the factor that gives it competitive edge on one hand and also segregates its products from that of its competitors. The marketing communication strategy like those of iPhone and iPod largely try to showcase the innovative aspects of the products. Apple uses a mix of operational, marketing and other expertise to create that positioning. Their choices of messages are also being done in a deliberate manner that facilitates the positioning of the product as an innovative product in the minds of the target customers. The company’s stores advertisements as well as websites also have a touch of innovation that helps it to blend these crucial aspects such that an overall image of innovation is created in the minds of the customers that allows it to differentiate its products in the market (Sehgal, 2011, p.80). Themes and Copy Platforms An advertising copy platform basically addresses the aspects of the main issue of the advertisement campaign. In case of Apple this happens to segregate its products from the other products of the same or related category in the market. The main objective of the advertising is to inculcate and position the product and brand as innovative and differentiate it’s from the other products. The target audience for Apple is highly product specific but almost all its products are targeted towards youngsters. The USP of the campaign for Apple is its innovation in the product line while the supporting information for that includes its display and looks of the product and the attractive product features and also the brand power of the company. The advertising theme of Apple largely showcases the innovative aspects of the product that includes aspects like design, product features etc (Belch, Belch & Purani, 2010, p.331). Channels of Communication Apple’s channel of communication involves a mix of traditional sources like TV and print media as well as modern channels that include social networking sites as well as online advertisements. Apple’s advertising campaign pod casts were an instant hit and got a tremendous response from the markets. The company airs its advertisements on different web platforms that provide it a huge reach among the target market audience. The use of innovative content also ads purpose to the objectives of the organization. Apple recently launched the iAds that is basically an online advertisement portal that reaches and propagates the message of the company to the target market audience in an innovative manner that helps them build a strong reputation among the consumers in the market (Apple, 2011). Promotional Tools Apple uses a wide number and array of promotional tools to spread out its message to the target market audience. Advertising is one area that forms the main tool for promoting the products and services to the members of the target market audience. The success of the company’s diversification strategy was largely dependent upon the use of the integrated marketing communication strategy and the tools of promotion. The promotional tools of the company also involve the online communication channel including social networking that has been leveraged upon by the company to make inroads into the market. The use of diverse promotional tools has enabled the organization to reach out to the customers and generate the interest of the products in the mindset of the target market segments (Pride & Ferrell, 2007, p, 390-391). Participation Conditions Apple’s distribution strategy largely encompasses use of direct sales force, online store, company owned retail outlets and third party retailers. Bulk of the sales comes from its own channels. However the company enables each and every third party retail outlet to gain benefits from its promotional campaigns. Banners and posters are arranged by the company in which the Apple brand name is used with the retailers to help them promote their stores. In this manner a synergistic relationship is created that helps in fostering better relationships with the distributors and ensuring good revenues for the organization. Advertisements The advertisement strategy of Apple is very unique as the company uses all the possible channels like TV, print and online sources of communication to generate euphoria about the products to be launched. The company of late has been trying to use the online communication channel by pod casts and other innovative programs like iAds to create an innovative advertising plan. The company however does not resort to large scale sponsoring or use of a direct marketing. It main focus involves using the electronic an online media to highlight and showcase the brand as an innovative product that is presently unavailable with any of the market players. The advertising strategy forms the backbone for the differentiation strategy adopted by the company to segregate and showcase its products to the members of the target market audience. The advertising content of the company is also done in an innovative manner so as to keep up with the core strategy and USP of the company i.e., innovation. Finally the company also follows a ‘glocalised’ approach of thinking globally and acting locally. This is important because Apple has operations across many nations and hence it becomes important for the company to make a better connect with the customers and take care of the local beliefs and sentiments of the people that would allow it to have a better positioning of the brand and the product in the market o as to gain sustainable competitive advantage over its competitors in the market. References Apple. (2011). I Ad Network. Retrieved August 21, 2008 from http://advertising.apple.com/. Belch, G, E. Belch, M, A. & Purani, K. (2010). Advertiing & Promotion. Tata McGraw-Hill Education. O'Guinn, T., Allen , C. & Semenik, R.J. (2008). Advertising and Integrated Brand Promotion. Cengage Learning. Pride, W.M & Ferrell, O.C. (2007). Foundations of marketing. Cengage Learning. Sehgal, V. (2011). Supply Chain as Strategic Asset: The Key to Reaching Business Goals. John Wiley and Sons. Annexure Annexure 1: Questionnaire Name: Gender: Income Level: 1. What is the main aspect that influences your decision to purchase a particular product? 2. Which kinds of brands generally become hit and can you associate any particular reason for certain brands being so popular in the market? 3. How do you evaluate a particular brand? 4. Comment your views regarding the perception of best and selected brands? 5. How do you compare a selected brand with its competitors? 6. How do you analyse the extent to which you are satisfied with your selected brand in the market? Read More