Integrated Marketing Communications for Whitener Inc. Ltds Veroxy - Case Study Example

Integrated Marketing Communication Introduction Integrated marketing communication is a term used to describe the whole approach to marketing communication. Companies the world over are using this new marketing strategy as its main objective and goal is to ensure consistency of marketing messages and the complementary media use. Integrated Marketing communication combines both the concepts of online and off line marketing channels (Belch, Belch, Kerr, & Powell, 2011, p. 458). In this regard, the online marketing strategies comprises of all e-marketing techniques, campaigns or programs like the search engine optimization, emails, pay-per-click, blogs, podcast, micro-blogging and internet TV. On the other hand, offline marketing involves the use of traditional methods of marketing like newspapers, magazines, mail orders, public relations, radio and television. In essence Integrated Marketing Communication is the integration of marketing tools, approaches, and resources within the business organization in order to maximize the company’s marketing impact on consumer mind which eventually results into maximum profits at minimum costs (Belch, Belch, Kerr, & Powell, 2011, p. 459). Integrated marketing Communication has the following benefits to the company: improvements in customer attitudes and behaviours that is as a result of enhanced and more consistent experience of brand value. The synergy and multiplier effects particularly on profitability form improvements in customer attitudes and behaviours. It also provides more effective and efficient media choices and mixes coupled with better deployment communication disciplines. The latter also results into enhanced evaluation and improved learning across the brand organization. This paper discusses various integrated marketing communication tools including advertisement, direct marketing, personal selling, sales promotion and public relations. Using Whitener Inc. Ltd’s Veroxy, the paper describes how a company can develop, incorporate and Integrate Marketing Communication as their marketing strategy. Whitener Inc. Ltd and Veroxy are a speculative company and product respectively. Veroxy is imaginary toothpaste brand that Whitener Inc. Ltd wants to launch onto the market. Integrated Marketing Communication It is a way of viewing the entire marketing process from the customer’s point of view or perspective. It can also be defined as the integration of company’s communication channels to effectively deliver a clear, consistent, and compelling marketing messages about the organization together with its brands (Hunt, 2002, p. 48). Further, integrated marketing communication strategy helps a result oriented company to coordinate its marketing strategies to effectively communicate the company’s corporate image and its brands to the esteemed customers and other stakeholders. This also directs customers to discover and recognizing the contact points of particularly brand contact, for instance, where customers and prospective customers may find both the company and its brands (Belch, Belch, Kerr, & Powell, 2011, p. 461). Integrated marketing communication strategy has a singular objective of identifying the target market or audience and come up with a comprehensive and well-coordinated promotional program in order to acquire the desired audience response. In the current markets, marketers have established that communication is critical in managing customer relationship over time (Hunt, 2002, p. 49). Factors that have been identified to facilitate the rapid growth of Integrated Marketing Communication are: a shift from the traditional forms of marketing that solely relied on advertising, the shift from allocating funds to media advertising to other forms of promotion, specifically to those that are customer and trade oriented. The relocation of marketplace power from manufacturers to retailers; the use of technology to come up with database marketing; the rapidly growing use of the internet in marketing; and the massive demands of accountability from advertising firms and changes in the manner in which these agencies are compensated. Integrated Marketing Communication in the current marketing environment, has become an influential and powerful tool specifically in guiding marketing practitioners in coming up with and implementing marketing communication consistently and effectively (Hunt, 2002, p. 50). This marketing strategy has immensely evolved and improved beyond communication to the process of using promotional elements in a unified manner in order to achieve a synergetic communication effect. In integrated marketing communication marketers view communications as management of customer relationship over time through four communication stages; that is, pre-selling, selling, consuming, and post-consuming. Accordingly, there are factors that sellers must take into account in order to achieve good communication; first, the marketers need to know the type of audience they are reaching out to and the desired response. They must also have expertise in encoding messages that the target audience can easily decode. Consequently, the sellers must send marketing messages via media that is audience accessible. Similarly, marketers must come up with feedback channels for assessing audience’s response to the messages delivered to them. According to Integrated Marketing Communication, there are four main steps undertaken when developing effective marketing communication. These are: identifying the target audience, determining the communication objectives, designing the message, and finally, choosing the media. For any company to have an effective integrated marketing communication strategy, they must use integrated marketing communication mix tools. In this regard the promotional mix tools are the fundamental tools used by any firm to meet its communication goals. These tools comprise of Advertising, direct marketing, public relations, and sale promotions, and personal selling. Each of these tools will independently be discussed. Direct marketing This marketing mix tool is designed to provide a direct medium of communication between the company and its potential customers. Direct marketing involves activities such as, database management, direct sales, direct emails for direct response, the use of the internet coupled with various productions and print media will increase the company’s ability to reach out to its prospective customers (Hunt, 2002, p. 49). An example of direct marketing is direct response advertisement; in this regard, product and services are promoted through adverts that encourage and prompt prospective customers to buy directly from the company. This has gained tremendous levels f popularity as a result of the rapid growth in the use of the internet and ease of shopping through online catalogue rather customers placing orders directly via email (Kant, 2011). Direct marketing has three distinct features; for instance, direct marketing is customized form of marketing where marketing messages are designed to specifically appeal to the addressed individual. Secondly, it is an up-to-date kind of marketing; message preparation dissemination process is easily and quickly (Kant, 2011). Direct marketing is also extremely interactive; the marketing messages can be changed with regard to the other person’s response. Publicity/Public relations Public relations is the management process aimed at attaining and maintaining accord and positive acknowledgement from social groupings that the company depends on for it to achieve its mission. This is the marketing function that is responsible for evaluating public attitudes, identifies areas within the organization that the general public might be interested in, and executes a program of action to earn the public understanding and acceptance. From this definition, the functions of the public relations department in an organization are to evaluate the public attitude, identify areas of public interest, and execute a public relations program that will win the public (Kant, 2011). Accordingly, this department is responsible for developing public information about the company, a product or a service appearing in the mass media as a news item. Publicity is the impersonal communication about the company’s product, services or notions that are indirectly paid for. This may include activities like; press conferences, articles, films and photography are some of the main elements used in publicity. Public relations and publicity adds value to other forms of marketing mix due to its power to inspire both the existing and prospective customers. For instance, prospective customers always acknowledge favourable information with regard to a specific service or product, particularly if the information is coming from authentic companies. This form of marketing mix is economical as it does not need huge amounts money for the company to pass over the information. The need for publicity and public relation is primarily based on three distinctive values: high credibility; it has been established that news and stories about the company and its brands together with their features are more credible and authentic to potential customers than ads. Public relations and publicity has the ability to catch buyers off guard; for instance, through it marketers can reach prospects that tend to avoid sales people and advertisement (Yeshin, 2012, p. 322). Consequently, public relations have the ability to dramatize the company and its products or services. Personal Selling Personal selling is a person-to-person marketing communication where the marketer encourages and tries to convince the potential customers to make a purchase (Jain, 2008, p. 224). This is a planned presentation to one or more prospective buyers with a singular objective of making a sale (Kant, 2011). This is regarded as an effective marketing tool during the later phases of the buying process; for instance it helps in building up the buyer preferences, conviction and action. These kinds of interactions give the seller a flexible communication platform whereby he/she can see and hear the targeted audience reaction. With regard to this, the marketer can change the content accordingly (Jain, 2008, p. 225). This tool has three main qualities: personal interaction; it involves an immediate and interactive relationship between two or more persons where each party has an opportunity to observe the reaction of the other. Personal selling also cultivates; for instance it allows any kind of relationship to be developed that range from matter-of-fact selling relationship to deep personal relationship (Kotler & Amstrong, 2010, p. 45). Response is another quality of personal selling; buyers are made to feel that they have value particularly when the sales people talk to them. Sales promotion These are the additional marketing activities that enhance the value and motivate the sales personnel, distributors and the yet to be or prospective customers in order to trigger direct sales (Jonathan, & Smith, 2004, p. 19). Sales promotion usually targets end consumers, trade customers and company employees. The sales promotion tools that are consumer oriented usually trigger huge short term sales as their main objective is to encourage customers to make instant purchases (Kant, 2011). On the other hand, sales promotion tools that are trade oriented are used for marketing to marketing intermediaries like wholesales, distributors and retailers. In the current marketing environment, retailers have become key players and hence the need to conduct extensive trade promotion by companies will automatically add value to their services (Jonathan, & Smith, 2004, p. 19). The primary and familiar tools used in consumer sales promotion are, free samples, premiums, contests, trade shows, vacation giveaways and coupons. Advertisement This is any paid form of non-personal presentation and promotion of ideas, goods, or services by a known sponsor. Similarly, advertising is an impersonal, one-way mass communication about a product or service that is paid for by the marketer (Kant, 2011). Advertising is also said to be the means by which marketers make known what they are selling or what they want to sell; the method and process used to inform existing and potential customers about a product, describing its distinctive features as well as the benefits of using it (Shimp, 2010, p. 431). For instance it is just a process of persuading customers to buy a product (Keillor, 2007, p.345). Advertising is widely known primarily because of its economical value particularly with regard to the money spent in communicating with a large audience. The impact advertisement is only great when brand images and symbols are design in a manner that is appealing to the targeted audience (Shimp, 2010, p. 431). The advantages of advertisement are immense as compared to other promotional mix tools, because of its ability to establish the response from the prospective customers. There are two types of media that a company can use to advertise its products and services (Jonathan, & Smith, 2004, p. 20). The traditional advertising media; these include, the use of television, radio, newspapers, magazines, billboards, direct mails, books and transit cards to disseminate marketing information to the target audience. Consequently, the firm can use electronic advertising media, that is, the internet, computer modems, and fax achiness to reach out to the target market (Kotler & Amstrong, 2010, p. 45). Advertising has three main characteristics: pervasiveness; the art of advertisement allows the seller to communicate repeatedly the same information (Keillor, 2007, p. 345). In this regard it allows buyers to receive and compare the messages from different competitors. Amplified and expressiveness is another characteristics and thus provides the company with an opportunity to dramatize itself and its products through different media. Impersonality; in advertisement, the audience is not obliged to pay attention or respond. In essence, advertisement is a monologue that des not offer opportunity for the audience to dialogue with the advertiser. Integrated Marketing Campaign for Veroxy Whitener Inc. Ltd is a speculative company that deals with manufacturing and selling of sanitation products. One of the products that this company has come up with is Veroxy; this is herbal toothpaste that the company is positioning itself to put on market (Keillor, 2007, p. 345). This section of the report will discuss how Whitener Inc. will use the Integrated Marketing Communication strategy to make sure that Veroxy penetrates the market and gains the much needed market share. Product Description Veroxy is herbal toothpaste that is made up of a combination of best herbs for healthier gums and stronger teeth. The contents of Veroxy toothpaste are a blend of eucalyptus, chamomile, mint, lemon, Melissa, myth and sage. Furthermore, the white paste contains fluoride and calcium to effectively fight germs and cavities. Veroxy combines the oral care science with nature’s best herbs that are essential for healthier teeth and gums. This toothpaste will safely polish your teeth and thus helping in restoring there natural whiteness ad shine. The targeted audience for Veroxy is the community at large including people of all ages. The product will be packaged in quantities of 25ml, 50ml, 75ml and 100ml. Accordingly; marketing strategies will also target distributers, wholesalers and retailers. Whitener Inc. targets to acquire a market share of approximately 7% by the end of three months of the product launch. Pricing of Veroxy will depend on the size and quantity packaged. The company will use penetrative pricing strategy to make sure that product attracts a substantial customer base (Yeshin, 2012, p. 322). Similarly the company will use the 4C’s matrix in their integrated marketing communication: 4C’s matrix Consumer: Whitener Inc. will first of all work to understand the needs and wants of the customer. After establishing the consumer needs, the company will design product characteristics that match customer needs. It said that, part of what the customer buys is the personal buying experience (Koekemoer, 2010, p. 59). Cost: understanding customer’s cost in order to be able to satisfy the immediate needs or wants. Price of the product is only a fraction of the consumer’s cost structure. It this regard, the cost of time, the cost f conscience, and the cost of guilt are equally important (Kitchen & De Pelsmacker, 2004, p. 35). Convenience: the company also needs to think about the convenience of the customer’s buying experience and then link that to the delivery mechanism. For this matter Whitener Inc. need to take into account all possible definition of convenience because it is strongly related to meeting and satisfying the consumer’s wants and needs (Koekemoer, 2010, p. 59). Communication: after establishing the above, Whitener Inc. should and must extensively communicate to their potential customers. For instance, the company should use various media to present a unified message with a feedback mechanism to make the communication two-way and interactive. Consequently, the company should include non-traditional media to influence the company’s and product’s position in the customer’s mind (Koekemoer, 2010, p. 59). Whitener Inc. will achieve the above objectives by employing the use of Integrated Marketing Communication tools. For instance, the promotional mix tools i.e. advertisement, direct marketing, personal selling, sales promotion and public relations/publicity will be used create the customer awareness of Veroxy. This will automatically make a huge impact on the targeted audience. Advertisement As already established from the above discussion, advertisement is an impersonal, one-way mass communication about a product or service that is paid for by the marketer (Koekemoer, 2008, p. 338). Whitener Inc. will use this promotional tool to communicate the use and benefits of Veroxy to its potential and prospective consumers. In this regard, Whitener Inc. will use different media to reach out to its audience including the television, radio, newspapers, magazines, billboards and books. Marketing messages with regard to Veroxy will be aired on both local and national TV’s and Radio stations during the prime times (Yeshin, 2006, p. 54). Consequently, Whitener Inc. will put up billboards regarding Veroxy toothpaste in major cities, towns and along major highways in order to increase the customer awareness (Kotler & Amstrong, 2010, p. 45). Full page advertisements will be printed in both major national and local newspapers. The company will also develop magazines that will expressively define the distinctive features of Veroxy as well as outlining the benefits of using Veroxy Herbal toothpaste. Direct marketing Whitener Inc. will also develop a medium that will allow the company to directly communicate with their potential consumers (Koekemoer, 2008, p. 338). The company for instance will use activities such as, database management, direct sales, direct emails for direct response, the use of the internet coupled with various productions and print media will further the company’s efforts in reaching out to its prospective customers. In this regard, Whitener Inc. will install an information management system that will help the company create a customer database. This system will also enable the company to send and receive mails electronically. This interactive platform will allow the customers to loud their needs and thus give the company an opportunity to come up with the best ways of satisfying them. For instance the company will be able to come up with customized information for its customers. The company will also create electronic catalogues that will incorporate into the company’s website to allow customers to search different products that the company offers. Accordingly, customers will be given an opportunity to place orders online. Personal selling This is an activity that involves person-to-person marketing communication where the marketer encourages and tries to convince the potential customers to make a purchase. Equally, it is a planned presentation to one or more prospective buyers with a singular objective of making a sale (Koekemoer, 2008, p. 338). The company will use this tool to develop or build the buyer preferences, conviction and actions. These kinds of interactions give Whitener Inc. a flexible communication platform whereby they will see and hear the targeted audience reaction. With regard to this, Whitener Inc can changes if necessary to the content in order to meet customer specifications Sales promotion These are the additional marketing activities that enhance the value and motivate the sales personnel, distributors and the prospective customers in order to trigger direct sales. Sales promotion usually targets end consumers, trade customers and company employees. Whitener Inc. will strongly use personal selling in order to ensure that immediate sales and responses are realized. For instance, the company’s marketing personnel will meet in person with the buyers and personally deliver their marketing messages. Whitener Inc. will employ the use of two personal selling strategies; the customer oriented strategies that will automatically trigger immediate purchases. And, trade oriented strategies that will target distributors, wholesalers and retailers (Yeshin, 2006, p. 54). The main focus will be on trade promotions because, retailers have been established very effective and key players, and hence Whitener Inc. will use this as an opportunity to add value to their services. In this regard the company will use tools such as, free samples, premiums, contests, trade shows, vacation giveaways and coupons to attract and motivate their customers. Public relations Whitener Inc. has a public relations department that is the marketing function responsible for evaluating public attitudes, identifies areas within the organization that the general public might be interested in, and executing programs or taking actions to earn the public understanding and acceptance. In the same line of discussion, the company will use press conferences, articles, films and photography to inform the public about its activities, the role the play in improving the community, and the benefits of using their products(Yeshin, 2006, p. 54) . Additionally, the company will sponsor sporting events like, football, athletics, and basketball within the community that they operate (Percy, 2012, p. 38). Equally important, the company will engage itself in social welfare programs like advocating for clean environment for the community and conducting civic education with regard to oral health. Through these activities, Whitener Inc. will gain recognition and respect from the community prompting many people to identify with it. Conclusion Integrated Marketing Communication is the coordination and integration of all marketing communication tools, avenues, and sources within the company into a seamless program that maximizes the impact on customer and other end users at a minimal cost. The use of marketing mix tools of advertising, direct marketing, sales promotions, public relations, and personal selling will ultimately enhance the company’s ability to increase its profitability. From the above discussion, we have explained using Veroxy brand how a company can develop and implement a working Integrated Marketing communication. References Belch, G., Belch, M., Kerr, G., & Powell, I. (2011). Advertising & promotion: An integrated marketing communications perspective (2nd ed). Sydney: McGraw-Hill Australia. Hunt, S. D. (2002). Foundations of marketing theory: Toward a general theory of marketing. Washington: M.E Sharpe Jain, S., (2008). Integrated marketing communication: Trends and innovations. New Delhi: Global India Publication Pvt. Ltd. Jonathan, T. and Smith, P. R. (2004). Marketing communication: An integrated approach. London: Kogan Page Publishers Kant, K. (2011). Integrated Marketing Communication. Retrieved on 13/5/2013, from; http://teamkuhner.com/2011/09/20/integrated-marketing-communication-imc/ Keillor, B. D., (2007). Marketing in the 21st Century: Integrated Marketing Communication. V.4. Los Angeles: Greenwood Publishing Group. Kitchen, P. J., & De Pelsmacker, P. (2004). Integrated marketing communication: A primer. London: Routledge. Koekemoer, L. (2010). Introduction to integrated marketing communication. Munich: Juta Limited Koekemoer, L. (2008). Marketing communication. New York: Cengage Learning. Kotler, P. and Amstrong, G. M. (2010). Principles of marketing. Pennsylvania State University: Prentice Hall Percy, L. (2012). Strategic integrated marketing communication. London: Routledge Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communication. New York: Cengage Learning Trehan, M. and Trehan R. Advertising and sales management. Ambala City: FK Publications 45 Yeshin, T. (2006). Advertising. New York: Cengage Learning Yeshin, T. (2012). Integrated marketing communication. London: Routledge Read More