Intergrated Marketing Communication MC Plan - Case Study Example

Executive Summary With the increased competition in the market place, companies need to create successful brand images in the mind of the targeted consumers so that a desired response can be secured by way of purchasing the product and being loyal in the long run. However, to create successful brands, the challenge is to create effective marketing communication plans, which are well aligned and linked with product’s overall marketing strategies and executed to project a cohesive message to the target audience. The report provides an analysis of the brand “Black Knight” men’s face lotion and its target audience as well as brand objectives, which will lay the foundation for an effective MC plan. 1. Introduction In today’s intensely competitive markets, consumers are becoming more and more sophisticated in terms of their needs as well as their purchasing process. Therefore, need for differentiation of products through effective Marketing Communications is becoming a prerequisite to stay in business (Belch & Belch 2004). For marketing communications to be effective, they should be aligned with the overall business and marketing strategies of the product and this is referred to as an Integrated Marketing Communication approach (Linton & Morley 1995). This report provids a brand analysis and target audience analysis which forms the baisis for drawing up of Marketing Communication objectives for the “ Black Knite” mens face lotion product in the Australian market. 2. Product Background The Black Knight men’s face lotion has been in the Australian market for the past 5 years and has enjoyed mediocre success in terms of market share. The product is manufactured and marketed by a market leader in personal care products Nolan Personal Care PLC which carry leading brands in other product segments such as hair care and ladies skin care ranges. The company is currently in the third place in terms of total personal care market, behind Procter & Gamble and Uni Lever. Although the product growth trends and repeat purchase patterns indicate a high level of product acceptability, for the Black Knight, the company has realized the need for wider product awareness (Armstrong & Kotler 2001) and execution of a well planned Marketing Communication strategy. The product is currently having a 4% market share in the men’s face lotion category and included in the top 10 brands in the market. Up to date, only ad-hoc marketing communications have been done with few launch ads in newspapers and some sample promotions at retail level. 3. An Overview of the Marketing Communication Process In developing marketing communications, the target audience needs to be identified, and a well-coordinated program should be shaped to derive a desired audience response (Aaker 1996). At most times, the communication process is based on short-term objectives such as “overcoming immediate awareness problems, image or preference problems in the target market” (Armstrong & Kotler 2001 p. 408). However more and more firms are now realizing the limitations of this shortsighted approach to MC process and moving towards a long-term orientation where the focus is on “management of customer buying process over time.” This includes not only the selling phase but also pre selling, consumption and post consumption phases, which the customer experience with the product (Armstrong & Kotler 2001). Therefore, its important to take stock of all possible and potential interactions which the customer may have with the product and company during any one of the above phases of the buying process. For example, a prospective customer may become aware of the product through TV ads, radio or Press or ads in a men’s fashion magazine. On the other hand the word of mouth messages from existing customer or sample promotions may have prompted a customer to try the product. The degree of influence which each of these communicational tools carry should be considered in developing the MC plan (Schultz & Barnes 2001). The reduced dominance of advertising in the modern day total MC plan should be born in mind to ensure cost effective and innovative means of communicating is utilized (Aaker1997). 4. Target Audience An Integrated Marketing Communication’s aim is to create the correct and indented brand image in the minds of the prospective customers (Coulson-Thomas, 1983). Brand image is defined simply as how customers and others perceive the brand (Rise & Trout 1986). The need to tailor the positioning messages to suit different target audience should be born in mind when creating and executing an integrated marketing mix. Once the target audience is selected suitable tools of marketing communication should be chosen from advertising, sales promotions, direct marketing, public relations and personal selling. Depending up on the target audience, the effectiveness and impact of each MC tool will vary (Wisner 1996). The target audience profile for Black Knight Men’s Face Lotion is as follows: Target Audience Profile – Black Knight Men’s Face Lotion Geographical Audience: Australia (National level) Demographics: Age :18 –35 years Gender : Male Marital Status : Mainly Single Psychographics Rugged, and carefree men who prefer outdoor life, sports and adventure. Living life to fullest. Behavior Patterns Occasion : Daily Benefits Expected : Maintaining and protecting skin User Status : Mainly Potential users + limited number of existing users Viewer ship & Listnership Patterns Type of Programs : Sports Programs / News / Adventure programs Type of Programs :Youth Music / Pop and Rock stations (Commuter Listeners mainly Prospective Interaction points of target audience with brand TV & Radio Ads / Men’s Fashion Magazines Word of Mouth recommendations at Men’s Saloons Point of Sale Material at Personal Care sections of retail outlets Sample distributions at sport and adventure events POSM material and outdoor sporting and adventure events sponsored by the brand 5. Brand Analysis (SWOT) A SWOT analysis should be used to identify how best to align resources to take advantage of the brand opportunities while safeguarding against threats and to develop weakness areas while focusing on strengths (Duncan, Ginter & Swayne 1998). Following SWOT analysis assess the internal and external conditions related to the Black Knight brand. Strengths High level of product acceptance reflected in repeat purchase patterns established with retail re-order levels over the past years. The association of the Black Knight brand with the parent company Nolan’s image Potential for developing an exciting brand image from the Black Knight brand, which is currently a virgin brand with no specific image being projected. Innovative and exclusive looking logo and packaging which can aid the MC process to a high degree. The black and gold brand colours, which can be used with striking contrast in generating effective and memorable brand communications. The connotations associated with the term “Black Knight” which brings in images of chivalry, care freeness and “devil-may-care” attitude, which the brand is appealing to within the target audience. Weaknesses Low level of brand awareness resulting from lack of coordinated MC program to create and sustain the brand. Lack of prominently linking the “Nolan” identity of the mother company in to the packaging and other IMC programs which takes away the opportunity to capitalize from the mother company’s highly establish image. Not having created a brand identity and a personality, which will appeal to the target audience. Opportunities Shifts in cultural values across the globe such as “Cashing out, Clanning, Anchoring, Being Alive, Down Aging, Small Indulgences, Fantasy Adventures The vigilant consumers and the SOS” (Popcorn & Merigold 1997) can benefit the brand’s free spirited outdoor personality. Changing demographics where more and more people consider marriage at later stages of life or remain single, expands the brands target audience, which is unmarried males between 18 – 35 years. The appeal of the rugged carefree image of the brand will tally well with unattached males with free, outdoor bound life styles. More and more males are shading their inhibitions about using skin care products, which sometimes seems to be thought as feminine. By associating a masculine identity to the product, this opportunity can be further enhanced. Threats With the environmental pollution levels increasing and threats of skin cancers etc from outdoor lifestyle, people may become more inclined to lead indoor lifestyles which may not tally with the brand image being promoted. High masculine connotations being associated with the “Black Knight” brand may not appeal to majority of males in the 18-35 age group who are increasingly encouraged to get in touch with their “softer side” of personality. 6. Marketing Communication Objectives Following Marketing Communication Objectives are set for the current year in line with the aggressive marketing objectives set for the brand. The need to keep these objectives specific, measurable, achievable and time bound (Thomson & Strickland 2003) is recognized. An increase in brand awareness by 60% on national level due to the intended launching of the new brand concept. A Top Of Mind (TOM) brand recall rate over 80% during the high frequency launch period and a subsequent rate over 65% during sustenance stage of campaigns. A reach of 40% of the target audience through TV & radio programs. A reach of 60% of the target audience through the sales promotion campaigns where leading Nolan brands can be used as vehicles for free sampling. A 45% repeat purchase rate to be generated through sales promotions promoting repeat purchases. A 15% long terms brand loyalty target set to be achieved through sponsorships of sports teams etc and a Black Knight club. 7. Conclusion In conclusion it can be noted that Black Knight brand with its links to the strong parent brand “Nolan” can capitalize from a host of opportunities by aligning resources to focus on its strengths while countering the weaknesses as well as gearing against the long term environmental threat. The achievement of the set MC objectives can be realized through a well-planned MC program utilizing a mix of MC tools and execution of the programs with correct timing and frequency. 8. References Aaker, D. A (1997) “Building Brands without Mass Media,” Harvard Business Review, Jan-Feb. p.39-50. Aaker, D.A.(1996) Building Strong Brands. New York: The Free Press. Armstrong, G. & Kotler, P. (2000) Marketing: An Introduction, 5th ed, Singapore: Person Education Inc. Belch, G. E. & Belch, M. A. (2004) Advertising & Promotion: An Integrated Marketing communication perspective. Illinois: Irwin Publications. Coulson-Thomas, C. J. (1983) Marketing Communications. Oxford: Butterworth-Heinemann Ltd. Duncan, J. W., Ginter, P. & Swayne, L.E. (1998). Competitive Advantage and Internal Organisational Assessment. Academy of Management Executives, Vol.12, No 3. p. 6 –16. Fitzgerald, J. (1988) “Integrated Communications,” Advertising Age, February, p.18. Linton, I. & Morley, K. (1995) Integrated Marketing Communications, Oxford: Butterworth-Heinemann Ltd. Popcorn. F. & Lys, M. (1997).Clicking. New York: Harper Collings. Rise, A. & Trout, J. 1986, Positioning: The battle for your mind. New York: McGraw-Hill Book Co. Schultz, D. E. & Barnes, B. E. (2001) Strategic Brand Communication Campaigns, 5th ed, Illinois: NTC Business Books. Thomson, A. A. Jr. & Strickland, A. J. (2003) Strategic Management Concepts and Cases. 13th ed, New York: McGraw-Hill Publishing. Wisner, B. 1996, Applied Marketing. New Jersey: Prentice-Hall Inc. Table Of Content Content Page Executive Summary 1. Introduction 01 2. Product Background 01 3. An Overview of the Marketing Communication Process 02 4. Target Audience 03 5. Brand Analysis (SWOT) 04 6. Marketing Communication Objectives 07 7. Conclusion 08 8. References 09 Read More