Role of Marketing Communications - Assignment Example

Role of marketing communication Definition of marketing communication Introduction Fill (2006 pp. 17) defines marketing communication as a management process that an organization uses to engage with different audiences it has. When an organization understands the communications environment of an audience well it can be able to provide messages to the various groups of stakeholders that have been identified before it can evaluate and act on the responses. The different audiences get encouragement to offer behavioral and attitudinal responses when they receive messages that carry important value to them. Communication serves as an integral part in the various relationships shared by organizations with their customers. Emphasis is placed on mutual value and meaning as well as recognizing the various styles of processing and communication needs that different stakeholders may have (Fill 2006 pp. 7). Characteristics of marketing communications The four Cs frameworks require that the product in the Four Ps model be replaced by consumer models or the Consumer as the first C. This shows that in marketing communication the emphasis and focus has been shifted to the satisfaction of the needs of the consumer. The needs and wants of the consumer must be understood. The product characteristics must match the buyers’ specifications. Product is also replaced with Capable. Offerings are defined as individual capabilities which when directed into a particular industry in a combined form they make a custom solution instead of pigeon holing people into a given product (Smith, Zook 2011 pp. 102). Pricing should be replaced with Cost and this must reflect the entire ownership cost. Cost is affected by many factors among them the cost of the customer to implement a new product and that of not opting for the service or product of a different organization. The cost of the consumer to satisfy his need or want should be understood (Fill, Yeshin 2001 pp. 32). Communication replaces the promotion feature since communication represents a wider focus compared to promotions. Communications may include advertising, personal selling, public relations, viral advertising and other forms of communication between the seller and buyer. Many mediums should be used together in communication to give a unified message that has a feedback mechanism to allow for a two way from of communication. Non traditional mediums for example word of mouth should be understood and the ways through which it influences the organization’s position in the mind of the consumer (Schultz, Tannenbaum, Lauterborn 1996 pp. 222). Finally, Placement should be replaced with convenience. Place has become irrelevant with the increase in internet as well as the hybrid purchasing models. Convenience considers how easy it is for the customer to purchase the product, finding that product, getting information concerning the product among other things. Marketing communications theory Advertising through the sequential models of advertising was based on the AIDA sequence, hierarchy of effects sequence and the information sequence. The AIDA sequence of selling follows attention, interest, desire and action in that order. The hierarchy of effect sequence of advertising follows awareness, knowledge, liking, preference, conviction and finally purchase. Finally the information sequence follows presentation, attention, comprehension, yielding, retention and behavior in that order (Fill 2005 p. 25). Elaboration likelihood model The elaboration likelihood model distinguishes between 2 persuasion routes. These are the central route in which the idea is considered logically by the subject and the peripheral route where the audience makes use of superficial qualities and preexisting ideas before being persuaded (Smith, Taylor 2004 pp. 78). The processes of the central route need much thought and so they are present where there are conditions promoting high elaboration. The processes require that the persuasive communication be scrutinized carefully. Peripheral route processes require not elaboration of messages by extensive cognition processing of merits of the presented argument. They depend on environmental characteristics of that message, source credibility as perceived, quality of presentation, source attractiveness or a catchy slogan that has the message (Rossiter, Bellman 2005 pp. pp. 56). Marketing communications framework The marketing communications framework is used in creating an integrated marketing communications plan. Its components are discussed below. Advertising: Decisions in advertising are related to the use of different media such as magazines, TV and news papers, how to develop advertising for a particular target audience, use of emotional and rational appeals especially using fear appeals for messages transmission. Sales promotion: Sales promotion is an approach of a short term for sales generation. Promotional tools are point of sale promotions, introductory offers and competitions. These are associated with organizations in the commercial sector (Fill 2002 pp. 16). Public relations/publicity: Publicity is not a personal communication method although it lacks direct payment or identifiable sponsor. Publicity can be adverse or negative because the organization can sometimes fail to have control over it. Personal selling: This involves direct marketing and internet marketing which gives businesses an opportunity to communicate in various ways with their clients (Clow, & Baack 2007 pp. 34). Figure 1: The marketing communications framework; Source: (Fill 2005) Multistep communication model Multistep models have a more accurate reflection of life when compared to simple models since show the way people talk and have influence on one another. The effectiveness of the model depends on the environment of communication, mood of those taking part in the process, the opinion formers and leaders. Opinion formers are experts like travel journalists. The messages of these journalists can be more believed than those of the travel advertisement. Opinion leaders come from the peer group of the person in business and are interested in a topic. They can also be members of a given pressure group or be admired celebrities by certain audiences (Pelsmacker, Geuens, Joeri Van Den Bergh 2010 pp. 62). Integrated marketing communications (IMC) IMC can bring about competitive advantage, increase profits through an increase in effectiveness and sales and also save money, stress and money. It makes communication to focus on customers and assists them to go through the different stages of the process of buying. It enables the organization to have its image consolidated, create dialogue and cultivate relationships with customers that shield them from competition. Messages that are carefully linked assist customers by providing them with timely reminders, special offers and updated information which help customers through the buying process. IMC saves money when it gets rid of duplication in things like photography and graphics because they can be used and shared in exhibitions, advertising and sales literature. It makes the messages consistent and credible hence reducing the risk to the buyer hence cutting short the process of searching (Fill 2002 pp. 10). Marketing plan Executive summary Our company, XYZ Agency limited has developed a marketing plan for its client called JJB Sports Retailers. In this plan we give an introduction of our company, our client back ground, the situational analysis and why we are making the integrated marketing communications (IMC) plan. JJB sports retailers are a major competitor in the sports equipment industry and have the focus of meeting the needs of many people during the London Olympics in July to August 2012. Our mission is to equip our clients with information and tools needed for success in operating business in the sports industry. To assist JJB sports retailers to benefit from the London Olympics we have examined the strengths and weaknesses of the sporting shoes and the opportunities and threats as well which we have discussed in this plan (Hackley 2011 pp. 134). Introduction to organization Background XYZ agency limited was started in the 1980s to help companies in the UK to understand the needs of customers in the sports retailing business. It has worked with many of such companies and has assisted many of them to advance in business by helping them to understand the best ways of marketing communication so that these companies can have good communication with their audiences. XYZ agency limited uses their desire for communication, hard work, and developing partnerships with their clients to occupy a strategic and important position in the satisfaction of the needs of the sports retailing organizations to date. XYZ agency Ltd intends to make a communications marketing plan that will assist its client the JJB Sports Retailers to take advantage of the spin-off interest in sports being created by the Olympics taking place in London between 27 July and 12 Aug 2012. Mission statement XYZ agency serves clients by giving them the right information and tools for success in the growing sports market. We focus on developing strong partnerships with clients as we promote awareness, brand equity, product equity and a positive image for them. Purpose XYZ agency has the purpose of helping companies in the sports retailing business to increase their profitability and brand equity and their market share as well. We work with many companies in the sports equipment market and our goal is to obtain and implement market research to help our clients to understand their customers better and also develop the overall image of their brands (Hackley 2005 pp. 213). Execution At XYZ agency we have a developed approach which involves research, goals and implementation. By setting goals that we can achieve we can create obtainable and measurable marketing plan that has a vision rhyming with our client’s desires and goals. By doing a lot of research focused on a target market that is highly reachable we can understand well the buying behaviors of the market. Finally we develop a good implementation plan fine tuned to our client’s needs (Michael, Cornell, Amit 2009 pp. 100).  Client background JJB sports retailers is our client and their stock package is made of products form major suppliers of sportswear including Reebok, Nike, Puma and Adidas plus their own branded products like Patrick Menswear & Football Accessories, Olympus Womens wear & Fitness Accessories. The JJB sportsshop was founded in 1971 by ex footballer Dave Whelan who acquired a sports shop in Wigan. The business was owned by JJ Broughton before he sold it to JJ Bardburn. In the 1990s the portfolio of the store increased to 120 stores and entered the London Stock Exchange. JJB purchased its biggest domestic competitor sports division. This made it join the list of the biggest sports retailers in UK with a focus on sports wear instead of sports equipment. JJB sports launched JJB sports store in order to expand their market. Dave Whelan was the majority shareholder before his shares were sold off (McDonald & Hugh 2011 pp. 342). Internal Situation Analysis Current Target Market The target market is the entire population especially the sportsmen and women of all ages who will be attending the London Olympic Games. Sports are an important activity in the world and the popularity of various sports and major championship activities gives JJB its target market. Although the physically active form the biggest market size, everybody else can use the sports shoes and wear for recreation and other activities. The products are comfortable to use, affordable and very durable and as a result have attracted consumers of all types. We are targeting consumers from the UK and those who do not stay in the UK since many of them will have come to participate in the Olympic Games. The new consumers on target have not been purchasing the sportswear before. However we expect to win them over (Koekemoer, Bird 2004 pp. 231). Positioning In the Market JJB retailer products are the best on the market for their quality and strength. Their durability has made them outstanding in the midst of many competitors. Customers find the products good because of the combination of durability and affordable prices. The products come in various sizes and types which also satisfies the needs of the customers in terms of variety. The comfort ability that the products give to customers in addition to the above features has managed to give JJB a competitive advantage over competitors (Janine 2008 pp. 67).  SWOT Analysis Unique selling points of the brand are the affordable prices since people of all incomes can buy them, their strength that allows them to withstand use in tough environments and the variety is color, shape and size that allows people of all sizes and ages can purchase and use them. The weaknesses include the fact that the sportswear retailer stocks products from various companies and therefore it may not have control on the quality and prices of the products it sells. This makes it hard for the company to be able to give the customers exactly what they want since it is not involved in manufacturing. The opportunities for the sportswear retailer are a wider market that is yet to be exploited outside of the UK and the growing interest by many people for sports, recreation and exercise which makes them go for the JJB sportswear products. The threats include the growth of competitors in the sporting industry which crowds the market. Unpredictable economic conditions on the world market have also proved to be threats especially when it comes to pricing of the products (Fill, Yeshin 2001 pp. 141). External Situational Analysis Customers JJB sports retailers have all along been marketed to the sporting segment of the population. The London Olympic Games will be the source of customers that will form the target market for the products of JJB sports retailers (Femke 2009 pp. 46).  Competitors Competitors for the JJB sportswear business are there especially in the UK. This is so because other retailers of sportswear are popping up everywhere. This means that JJB must fight for its market share and strive to obtain a bigger share of the same market (Doole, Lowe 2008 pp. 12). Need for an IMC plan JJB sportswear needs this marketing communications plan because it has not done any marketing before. This is not good since communication between the retailer and the clients must be done to equip them with information about the products of the outlet. This IMC is important at a time when the retailer wants to take advantage of the London Olympic Games coming between July and August 2012 (Kitchen 1999 pp. 78). IMC Objective Setting The new marketing plan will have to accomplish several marketing objectives. These objectives will lay the foundation upon which other decisions can be made by out agency and out client. These goals are measurable and are founded on our current objectives in the SWOT analysis. The general objective is to improve on the brand name of our client via increased image of the brand so that sales can increase and the market be won. The goals for this marketing plan are: To use advertising to move our customers into awareness of the products of our client To build the sales of JJB sportswear through offering new products To win the hearts of the participants in the London Olympic Games and maintain them through provision of information To use the campaign to get the loyalty and trust of the consumers These goals outlined here are simple and therefore the general population must be made aware of the existing and any new products if this marketing plan has to succeed (Fill, Hughes 2008 pp. 123).  IMC tools and strategies Marcom message  To position all the products of JJB sportswear we shall adopt a totally different approach to marketing so that we can create a different between JJB products and those of other sports retailers. We shall reverse steps and market the products in terms of their prices instead of simplicity and ease of use. Many competitors aim at attracting customers by use of the durability and strength aspects of their products. We have realized that with the economic recession and hard economic time people may not be seeking to spend a lot on sportswear. They may want to go for some cheaper stuff (Gary 2011 pp. 45). Promotional tools Since we are targeting to take advantage of the London Olympics Games our decision is that we shall step up our advertising activities in order to prepare people early enough. We shall also focus on collateral methods including use of inserts, brochures and flyers and we expect these to be a bit cheaper so that they can supplement advertising which is expected to be a bit expensive (Egan 2007 pp. 321). Media selection We expect to make use of the media for advertising in a big way because we have used it before and know it is reliable. Through it we shall be able to reach many people far and wide. Television and the internet will be used more than any other media. The collateral methods will be used alongside these media especially when the Games are almost kicking off and even during the entire Olympic process (Dahlén, Lange, Smith 2010 pp192). Evaluation and Measurement of Success We expect to gauge the success of our marketing plan and promotional strategies by the response that we shall get from the Olympic Games. We expect our client JJB sportswear to register improved sales during the Olympic Games period and the time thereafter. This will prove that loyalty of customers and awareness of products has been achieved. Definitely our client should have higher media ratings, recorded sales, and increased awareness which will be determined through the number of people enquiring about the sportswear shop and its products (Belch 2008 pp. 217). Conclusion Our Company XYZ Agency limited has compiled a marketing plan for our client JJB sportswear shop. This marketing plan is to help our client to take advantage of the London Olympic Games coming in July and August. The marketing plan lays out the objectives that we shall undertake to ensure that our client has won a bigger market share and the awareness of its products is increased. We hope to help our client in marketing themselves to all the participants of the Olympic Games as they try to get a head of their competitors. We expect to do this through increased advertising and collateral methods among them brochures, inserts and flyers which will spread the word to many people at an affordable price. Bibliography Belch G. (2008) Advertising and promotion: An Integrated marketing communication perspective, McGraw-Hill Australia Clow, K. E & Baack D. (2007) Integrated Advertising Promotion and Marketing Communications, 3rd Edition, Upper Saddle River, 2007(6-7). 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