Nobody downloaded yet

Integrated Marketing Communication Project - Essay Example

Comments (1) Cite this document
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…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.4% of users find it useful
Integrated Marketing Communication Project
Read TextPreview

Extract of sample "Integrated Marketing Communication Project"

Download file to see previous pages 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 ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Integrated Marketing Communication Project Essay”, n.d.)
Retrieved de
(Integrated Marketing Communication Project Essay)
“Integrated Marketing Communication Project Essay”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
andresbaumbach added comment 3 months ago
Student rated this paper as
The topic of "Integrated Marketing Communication Project" is quite popular among the assignments in high school. Still, this document opens a new perspective of seeing the question. I’ll use the style for my own text.

CHECK THESE SAMPLES OF Integrated Marketing Communication Project

Integrated Marketing Communication Project

...?Integrated Marketing Communication Project Part #5 Table of Contents Integrated Marketing Communication Project Part #5 Table of Contents 2 Introduction 3 Loyalty Programs of Apple 3 Information Technology and Customer Relationship Management 5 References 7 Introduction In the age of increased market competition it is essential for business organizations to not only acquire new customers but to also retain its existing customers. In this regard the aspect of customer relationship management has gained widespread importance among the business organizations towards maintaining a cordial...
4 Pages(1000 words)Essay

Integrated marketing communication

...?Topic: ADVERTISING 6th November Integrated Marketing Communication (IMC) is one of the major tools that marketers cannot overlook if they are focused at retaining a strong positive customer-product relationship. Based on the need to expand their market share and put at bay their competitors, UK based advertising agencies have in the last decade of the twentieth century emulated IMC as a competitive advantage. Integrated Marketing Communications takes various definitions. For instance, according to American Association of Advertising Agencies, IMC is an aspect of marketing...
2 Pages(500 words)Coursework

Integrated Marketing Communication

...INTEGRATED MARKETING COMMUNICATION INTRODUCTION As mentioned in the last paper Austali bikes imported from Italy are specially meant for females in order to provide them better facilities. The manufacturers of these bikes always want to make these bikes the most popular and successful among customers, this is the reason why the internal marketing of these bikes is being done in an efficient manner. Whenever any product is produced in any company the main concept is that it should be produced efficiently and after the phase of production it should be targeted appropriately as well as distributed through efficient channels. It should be always consider that what actually...
13 Pages(3250 words)Case Study

Integrated marketing communication

...Integrated Marketing Communication: There is a much used clich sentence in marketing circles that goes - "If you build a better mousetrap, the worldwill beat a path to your door." (Crilley 2009). But according to management experts this no longer holds good today. Hence "the reality is that when you build the world's best mousetrap, customers don't naturally come knocking at the door." (Cannon 2008, p.124). A product or service whether it is provided by a private or public service organization needs to market it and marketing needs marketing communication for it to succeed. According to Ms Linda Hall and...
7 Pages(1750 words)Essay

IMC (Integrated Marketing Communication)

...Running Head: IMC (INTEGRATED MARKETING COMMUNICATION) IMC (Integrated Marketing Communication) [The [The of the Institution] IMC (Integrated Marketing Communication) TABLE OF CONTENTS 1. Introduction 2. Product description 3. Target Markets 4. Advertising Objectives 4.1 Benefits of Reading to Children 4.2 Advertising Strategies 4.3 Strategies and tactics 5. SWOT analysis 5.1 Strength/Weakness analysis 5.2 Opportunities/Threats analysis 6. Ethical considerations 7. Budget 7.1 TV 7.2 Radio 7.3 Newspaper 8. IMC Elements 9. Evaluation and Recommendations 10....
6 Pages(1500 words)Essay

Integrated Marketing Communication

...Integrated Marketing Communication to Build Brands: Using Integrated Marketing Communication to Build, Sustain, Evolve Brands, and How to Influence Potential Customers Section 1: Research Problem Although the concept of Integrated Marketing Communication (IMC) is not new, the practice processes used in it are absolutely new. The concept has been framed as modern and has been proved successful (Dr. Ebren, 2006). IMC helps a firm not only to generate short-term financial returns, but it also helps in building long term value with respect to brand sustainability (Laric & Lynagh, 2010). The IMC and brand identity are the two critical components of a firm for drawing up its brand equity strategy and the role of IMC is the greatest... , 1996)....
2 Pages(500 words)Essay

Integrated marketing communication

...Integrated Marketing Communication Table of Contents Background of the Chosen Company 3 Nature of Crisis Problem Experienced 4 Context Analysis 5 External Environment 5 Internal Context 7 Business 10 Customers 10 Stakeholders 10 Marketing Objectives 11 Strategy and Tactics 12 Action to Achieve the Objective 13 Control and Evaluation Method 15 References 16 Bibliography 17 Background of the Chosen Company British Airways is considered as one of the world’s largest international airlines. Heathrow, the world’s leading airport with a wide geographical area, is the prime place of business for British Airways. It is the UK’s largest listed airline that flies to 148...
10 Pages(2500 words)Essay

Integrated marketing communication

...Integrated marketing communication al Affiliation: Integrated marketing communication Introduction Margie Washburn purchased the distributorship rights for Anheuser-Busch inBev products in Denver/Aurora, Colorado Area. Despite the fact that her company would operate within an environment of still competition, she was determined to reach success through personal selling tactics and effective database marketing (Clow & Baack, 2012). Types of data to be collected by the distributorship about individual customers The distributorship must collect different types of information from individual customers. These include information about if they know the products and brands, how they relate to her products and brands, their views... and information...
3 Pages(750 words)Assignment

Integrated Communication Marketing

...Integrated Communication Management Consumer Promotions Brand loyalty can be well accredited to the products of a company such as Apple Inc that has in the recent past been seen to prevail in the making of phones and other gadgets such as computers precisely Mac. It is the same company that manufactures I-phones. It is important to note that the company has proven itself worth by producing products that possess high end technology incorporate elegant hardware and software features which have since served as a competitive edge over its competitors (Younghee, Won-Moo & Minsung, 2012). The recent past has seen Samsung Electronics, a company that is currently dominant in the mobile industry releasing Samsung Galaxy Note 3 which comes... . This...
1 Pages(250 words)Assignment

Integrated Marketing Communication

... Integrated Marketing Communication Introduction The process communication refers to the transmission, receiving as well as the processing of information related to the product that has been already existing in the market or that has been newly launched (Madhavaram, Badrinarayanan & McDonald, 2005). The communication takes place between the buyers and the sellers, as the seller tries to sell the product using various communication strategies. The buyers sell the product to the sellers and collect feedback from them regarding its quality and durability. Further, the integrated marketing...
8 Pages(2000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Integrated Marketing Communication Project for FREE!

Contact Us