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.
Nobody downloaded yet

Integrated Marketing Communications: Timberland - Research Paper Example

Comments (0)
Integrated Marketing Communications: Timberland Integrated Marketing Communications: Timberland Introduction Integrated marketing communications (IMC) is a newly developed concept that coordinates different brand communication mechanisms in order to create seamless experience for the customer…
Download full paper

Extract of sample
Integrated Marketing Communications: Timberland

Download file to see previous pages... The consumer product chosen for this research is footwear, which is manufactured and marketed by the Timberland Company. Timberland is a US based global manufacturer and retailers of products such as footwear, clothes, watches, and glasses. The company extensively uses traditional as well as modern advertising/promotion techniques to increase its market share. This paper will analyze the integrated marketing communications approach of Timberland Footwear. Promotion Mix The major five aspects of promotional mix are advertising, personal selling, sales promotion, public relations, and direct marketing. While analyzing the Timberland’s advertising practices, it seems that the company keeps its advertising expenses relatively lower than those of its direct competitors. Instead of spending huge amounts on advertising practices, the company emphasizes more on product availability and brand recognition. To illustrate, as Adhlakha, Baker, Decker, Iden and Xia (2010) reports, Timberland’s advertising expense was $43.1 million in 2009 whereas the firm’s direct competitor COLM incurred an advertising cost of $72.237 million in the same year. Even though Timberland uses web-based modern advertising techniques, the company still focuses more on traditional media outlets like television, direct mail, and digital communication. The company promotes its footwear business through personal selling also. The company management believes that the one to one marketing technique would assist the firm to build strong brand-consumer relationship, which is the key aspect of sustainable market growth. The firm’s consumer loyalty can be observed while comparing the Timberland’s facebook page with its competitors. Currently, the company has over 829,000 fans on its facebook page whereas many of its competitors have below 500,000 fans. The company largely depends upon sales promotion techniques like marketing campaigns. ‘Nature Needs Heroes’ is the most recent marketing campaign of the organization and it was supported by an integrated promotional campaign designed to attract more youngsters between the ages 18 and 35 (Adhlakha et al 2010). As Reidy and Staff (2009) point out, the company particularly highlights its reduced energy usage and eco-friendly manufacturing activities in marketing campaigns. As Billings (2002) reports, Timberland pays specific attention to direct marketing by operating its own stores worldwide; and the company considers the direct marketing as an effective mechanism to cut down intermediary costs and thereby pass the savings to buyers. Finally, the company gives due care to public relations as the management believes that this policy is necessary to build brand reputation. Hence, the company maintains close relationship with governments and many other social organizations. In order for promoting public relations, the company has taken a number of initiatives to enhance environmental sustainability and thereby public acceptance. This is the reason why most of the Timberline marketing campaigns particularly highlight the significance of eco-friendly business operations. Evidently, the company depends more on mass selling rather than personal selling. Clearly, store sales account for a large percent of the Timberland’s total sales. In addition to the general physical retail locations, the organization has ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
How Marketing And the Communications Industry Transformed to the Digital Marketing Era
Publicis group is a multinational company based in Paris. At the end the researcher has advised that the company should allocate the responsibilities to the agencies as they are working together, also they should take care of the cultural issues. They should also develop the framework for getting feedback from the employees and the clients.
15 Pages(3750 words)Research Paper
Integrated Marketing Communications Plan for Volkswagen
IMC can be defined as the integration and coordination of different communication tools within an organization that has maximum impact on the customers. IMC is a combined word which is used on behalf of different intended messages. The aim of IMC is to ensure continuity in conveying the desired message to the customers through different media.
4 Pages(1000 words)Research Paper
The Strategic Management of Marketing: An Integrated System
It is described as a procedure to enhance customer values and relationships, which result in augmentation of corporate image and loyalty of the organization in the long run. Moreover, marketing activities are also performed by an organization to enhance customer awareness and consciousness about the varied types of characteristics of the products, leading to reduction of switching cost of the buyers.
12 Pages(3000 words)Research Paper
Integrated Marketing Communications
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
8 Pages(2000 words)Essay
Integrated Marketing Communication (IMC) and Customer Satisfaction strategy
Thus, the entire corporate world and the business organizations contained within it, follow well designed sophisticated strategies to continue with their sustenance and activities. This paper will give a brief elaboration upon the usage of the integrated marketing communication and the customer satisfaction strategy.
5 Pages(1250 words)Research Paper
Integrated Marketing Communications by Coca Cola Company
It is a company that manufactures a wide range of beverages and supplies them all around the world (Griffin 72). The company has many other products running in the market and generating sufficient revenues; however, the position of the company is not beaten by any of the other products such as Fanta, Sprite, Minute Maid, and so on.
3 Pages(750 words)Research Paper
Timberland Case Study Paper
It would, however, be noted that in a typical society (and a competitive one for that matter) like the United States, the work and regulations of financial organizations are mostly focused on the creation of commercial value. For this reason, Timberland is faced with the task and challenge of fusing commercial wealth and creation of social justice together.
5 Pages(1250 words)Research Paper
Strategic Planning For Digital Marketing Communications
Oxfam uses various strategies to deal with the problem of fundraising (Oxfam, 2012). Some of the strategies currently used by the firm are advertising on the television and websites of various partner companies and sending emails to various individuals and organizations that intend to provide financial support to the NGO (OUP, n.d.).
12 Pages(3000 words)Research Paper
Marketing Communications Plan
However, prior to the generation of a marketing communication plan, there are important data or ideas that will also have to be taken into account. Thus, the need to understand customers’ needs and preferences and anlyse the market are important moves prior to the actual marketing communication plan.
19 Pages(4750 words)Research Paper
Integrated Marketing Communications Report ( Iphone 5s )
Apple Inc. has been using integrated marketing communication to maximize communication impact with its customer, iPhone 5s ranks among the best selling phone. iPhone’s
28 Pages(7000 words)Research Paper
Let us find you another Research Paper on topic Integrated Marketing Communications: Timberland for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us