StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Integrated Marketing Communication Project - Essay Example

Comments (1) Cite this document
Summary
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 PAPER94.4% 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
  • CHICAGO
(“Integrated Marketing Communication Project Essay”, n.d.)
Retrieved de https://studentshare.org/business/1390893-integrated-marketing-communication-project-part
(Integrated Marketing Communication Project Essay)
https://studentshare.org/business/1390893-integrated-marketing-communication-project-part.
“Integrated Marketing Communication Project Essay”, n.d. https://studentshare.org/business/1390893-integrated-marketing-communication-project-part.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
an
andresbaumbach added comment 1 year 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

Marketing Communictions Strategies of the Col Drinks in the UK

Unfortunаtely for smаll soft drink compаnies such аs the Double- Colа Co., the prize of less thаn one percent mаrket shаre is won only by fighting а dаily bаttle for survivаl, especiаlly аgаinst industry giаnts Cocа- Colа аnd Pepsi- Colа.

The following investigаtion is а cаse study of the successes аnd fаilures of one smаll compаny in the soft drink wаrs. It is а testаment to the meаning of brаnds аnd the lengths thаt loyаl consumers go to keep Double- Colа аs their fаvorite beverаge. Аnd it is аn evаluаtion of how аdequаtely the current regulаtory environment serves the needs of these consumers аs well аs Double-Colаs owners аnd bottlers. It аddresses criticisms thаt the regulаtory environment permits аn uneven plаying...
19 Pages(4750 words)Case Study

Integrated Marketing Communications Programme for Crunchy Crunch Company

The Crunchy Crunch Company (CCC) has been in the business of making crisps and other snacks for many years. They want to build on their reputation for traditional health-conscious consumers. Therefore, they have made the brave decision to move away from the traditional products it has in its portfolio and are about to launch a range of healthy snacks. The brand name for this range is "Fit" to reflect the healthy nature of the products and the people consuming them. So far, four varieties will be available: Fit Fruit (Fruit and corn-based snack) Fit Quiche, Fit Frosty (a savory ice cream) and Fit Crackle (a crisp like product).

“According to the American Marketing Association, marketing research is the systematic g...
8 Pages(2000 words)Case Study

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Marketing Research Plan: Old Navy

Gap’s credit ratings thereby limiting access to the capital market, international trade matters which may be disruptive of the supply chain, changes to its IT systems disruptive of operations, changes in the IT services agreement with IBM that can disrupt operations and produce adverse effects on financial results, international expansion through franchising and other arrangements may impair the value of its brands if unsuccessful, products are subject to risks associated with overseas outsourcing and manufacturing, and failure of vendors to adhere to Gap’s code of vendor conduct could harm the business. From available data in the 2007 Annual Report, both the Gap and Old Navy brands have exhibited declining net sales....
11 Pages(2750 words)Business Plan

Postmodern Marketing

The notion has been lingering around for almost a century. Hence, nowadays, it is ordinary for businesses, and public sector organizations, to take advantage of customer feedback as one of the contributions to their marketing techniques and public guiding principles. There is an insignificant sign of their being any decline in the need for market research. The concern is not about whether or not market research is valuable, but a concern of the process research proof should be interpreted (ibid).
Market researchers are at the present-day expected to better understand the entire customer experience. As firms persevere to establish an inclusive image of a customer’s interactions with the organization, hence also are resea...
13 Pages(3250 words)Assignment

Teaching Language and Communication Skills

“Language occurs through an interaction among genes (which hold innate tendencies to communicate and be sociable), environment, and the child’s own thinking abilities” (Genishi, 2006). But just how does this happen? How do children learn to use sounds to communicate and then to place those sounds in the correct order to make themselves understood? While some of this behavior can be attributed to the imitation of the caregivers, there remain aspects to the development of language and communication that cannot be so easily explained. To provide a more complete understanding of how language and communication develop in the young child, it is necessary to understand not only the primary terms that are applied, but al...
12 Pages(3000 words)Case Study

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

Project Planning Human Capital

Project planning involves a lot of factors and areas that we need to address for the effective management and handling of the project. The aim of this report is to provide a deep insight into some of the main areas that we need to address for the project of Adams's family farmhouse renovation. These issues are project team communication, project risk management, and deadline handling. Effective communication in a project provides a huge advantage regarding the better working and handling of the project. I have selected a very significant project regarding the preservation of the old and historical places. Here we require effective communication to provide better interaction among the designer, developers, and history preservation...
8 Pages(2000 words)Coursework

Business Communication for Degree Access: Olympic Volunteering Consultancy

The London Organising Committee for 2012 is headed by Lord Coe but we would need to contact the Minister for the Olympics who is Tessa Jowell to place the Bid. The Olympic Games are said to need 70,000 employees with large land development in London.

To beat out the competitors with an excellent business strategy (Wikipedia) an excellent marketing strategy must be used! 26,400 pounds, of the 1 million pounds on Flyers and radio ads this company can inform the residents of Greenwich of the career training opportunity. Using Radio ads that are up to date we can gain a young volunteer base. Flyers handed out to community centers and welfare offices this company will gain other targeted volunteers.

The Census Bur...
6 Pages(1500 words)Assignment
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