Global Integrated Marketing Campaign - Case Study Example

GLOBAL INTEGRATED MARKETING CAMPAIGN by Student’s name Code+ course name Professor’s name University name City, State Date Global integrated marketing campaign In the recent past, marketing has become an integral part of an organization. Marketing has undergone enormous transformation seeking to cope with the prevalent dynamics evidenced in the business fraternity. In modern times, global marketing campaigns are the in thing adopted by organization seeking international market. It is worth noting that, clients are enlightened about commodities as well as the respective ingredients or constituents used to produce a given commodity. This implies that, the suppliers have to provide relevant, reliable and timely information that will enhance the client’s ability to make a decision. On the other hand, since marketing is a source of netting potential clients, companies have sought to engage in competitive marketing antics hence being a strategy to garner competitive advantage. This depicts that marketing in itself is a wide discipline that has enormous uses to organizations as well as the clientele fraternity. It is due to this fact that, marketing adopts antics that segregates the needs of the end users and uses an array of advertising vehicles to disseminate information (Berkowitz 2009). For instance; when seeking to net family or household consumers, advertisers rely on the use of television advertising as the audience are more susceptible to be family members. On the other hand, corporate products are more often than not relayed through the internet. This is solely because; companies find it inappropriate to run operations without relying on the internet given the lucrative features emanating from the internet. It is notable that, there are regulatory authorities that have been enacted seeking to ensure that advertisers follow a stipulated code of conduct while in the line of duty. Since time immemorial, humanity has indicated a weakness emanating from following stipulated regulations. In the marketing fraternity, such incidents are a normal occurrence hence the regulatory framework seeks to ensure that the marketing players adhere to the law. The intention of this discussion is to delineate the standardization measures governing the global marketing campaign. Each endeavor has to have an oversight regulations board that will ensure that the affairs of the doctrine will flow smoothly providing solutions to arising situations. Global marketing is no exemption, and as such has enacted some standardization measures that seek to streamline the entire discipline. Standardization entails developing a framework or technical standards, which every participant in a field is required to duly comply (McDaniel 2011). Each and every advert has to comply to the standardization requirements that oversee the various elements including; the choice of advertising vehicle, the content of the advert, the message relayed as well as the target audience. It is notable that each of the above elements affects the marketing discipline. This involves; how an advert is compiled, relayed and interpreted by the audience. It is vital to bear in mind that each commodity adopts a different campaign strategy to create awareness. For instance; a beverage product will use an entirely different marketing strategy compared to a cloth line. The only notable fact is that, regardless the product being marketed, the standardization procedure cuts across the grid. In addition, all other factors like the visualization, message and advertising vehicle are determined by the nature of the commodity as well as the target audience need to be considered. It is evident that global marketing is a complex endeavor which can either make or break an organization entirely. In addition, the global marketing campaign is a tactical issue as each country has a certain framework that might not be universal (Kotler 2010). Coca cola has a universal marketing campaign that aims at netting a wider market share given the fact that, Pepsi and other rival beverage companies are also aggressive. It is vital to note that, like many other companies in the global light, coca cola uses a mix of standardization, as well as local marketing antics. This is because; as illumined above, marketing is a regulated endeavor and at times there are slight discrepancies between international standards and the local marketing strategies. Coca cola has since time immemorial upheld a high standardization level. This is depicted by the fact that, the firm has an appropriate price, reliability, quality and delivery mix. In addition, the company complies to the stipulated regulations that are in place to streamline the eleven marketing elements. These elements include; package, label, color, materials, commodity features, promotion, advertising themes, price, media, execution, and product name. There is an ultra thin line between local marketing strategies and the international standardization requirements which companies should seek to heed. Coca cola uses television adverts to market its products seeking to net wider clients. In its advertisement, the company relies on white and red colors which have been associated with the company since inception (Kirpalani & Laroche 2007). Among the standardization requirements, it is paramount to ensure that rival companies do not violate competitor’s rights and privileges. In addition, the company packages its products in fragile bottles made of glass or some new modernized plastic bottles. This is a new move adopted by management to reduce operational expenses. Copy It is undoubtedly complex to deduce differentiated marketing antics in this day and age. This is because; rival companies have exploited numerous avenues that would attract potential clients. An advert aired on television requires adequate taste as well as the ability to lure numerous clients into the business. It is worth noting that, the coca cola advert has a high level of originality. Standardization as earlier indicated requires a high level of originality as any borrowed ideas resonate to an illegality. Both international standardization measures as well as local jurisdictions negate copying among marketers. Coca cola as an organization has a recommendable record indicating its stern marketing antics that comply with the standardization requirements. Given the unusually many years since the corporation was incepted, there has never been litigation filed against the organization on claims of copying a rival’s marketing strategy. On the contrary, coca cola has sued numerous organizations for misleading clients by using similar antics as those earlier used by coca cola. Visualization As a standardization measure, it is prudent for an advert to be visible. The audience relies on the clarity effects used to enhance the visibility of a product. It is vital for the advert to meet the minimal visual standardization requirements both on the international and local platforms. It is evident that, the international marketing standard requirements are more stringent pegged on the fact that, the advert airs on international television and will be visible to millions of viewers. Visualization negates chances of misconception with regards to products, its uses, ingredients, components or even intended audience. It is hence compulsory for an advert to be clear facilitating visualization. Coca cola uses state of the art designs and technology to develop television based adverts. This implies that, the television adverts meet the visualization standards and surpass them for the better (Kotabe 2009). Message appeal Marketing is all about conveying message. This is because; once the appropriate message lands to the potential clients, it creates enlightenment and even lures an increase in the level of sales. In light of these sentiments, coca cola through its numerous customized messages seeks to nub a wider market. For instance, coca cola has a brand popular advertised as a thirst quencher. The brand is commonly known as sprite and is popular with the sporting fraternity. On the other hand, there is a brand known as Fanta common with kid given its numerous messages that uses cartoons to lure children. Messages are used by the organization to disseminate information and standardization is vehemently essential. The marketing standards enforce a scenario where all participants in the industry respect each other where no party has the audacity to contravene the rights of another party. Messages should be attractive as well as posses the ability to target a population of potential clientele. The message is the epitome of the marketing endeavor as coca cola has the chance to communicate to the clients through packaging, branding and promotional abilities. It is essential that, the advert communicates to the desired audience as any shortfall would amount to unwarranted eventualities. Coca cola has never contravened the standards regulating messages on the company products and this thrusts the company’s success story further (Czinkota Ronkainen & Buonafina 2004). Choice of delivery vehicle As earlier indicated, there are numerous delivery vehicles that can be adopted to deliver information. Marketing being the broad discipline it is has a number of avenues that can disseminate information basing on the desired target audience. The internet, print media, the television, radio and promotion include a range of delivery vehicles open for marketing purposes. Coca cola does not solely rely on television as this would be undermining the scope of the other delivery vehicles. However, notable is the fact that, the delivery vehicles should be mixed appropriately basing on the desired populace. Coca cola being a beverage, more so a soft drink can be aired on television during any kind of program. This is because; the marketing fraternity has some regulations that govern television advertising. For instance, alcohol related adverts are compelled to late night adverts or in between a sport related program. The reason behind this is tied to the fact that, television advertising has undergone numerous suits and countersuits related to its influence on minors. This depicts how influential the television can be once the desired populace is rightly targeted. In addition to the fact that coca cola is a soft drink, it appeals to both the young and the aged traversing both divides simultaneously. This evidently depicts that, coca cola television adverts after complying with the standardization requirements nubs a commendable market share. Apple on the other hand is a technological firm that has been dominating the industry in an international perspective. It has gone on history books being among the companies that flourish after releasing new products pegged on innovativeness and relevance. On a marketing scope, the company relies on print media and the internet to spread word about the amazing new products. Copy Apple has a remarkable degree of originality as pertains its compliance to the marketing standardization requirements. It is worth noting that, the company has relied upon the symbol of an apple since inception. This depicts its firm stand to rely on a single symbol that is original and hence clients can easily associate with the company’s products. On the other hand, the company adopts use of grey color on all its products something which has netted many clients across the board. As a global marketing campaign, apple uses print media as well as internet something which is largely used by other firms in the same industry. This is fundamentally because; in marketing, clients look out for originality as opposed to imitated techniques (Herbig 2008). Visualization It is inherent that, it would be illogical to formulate a marketing antic that is visually mistaken. This is because; with marketing, potential clients need to see the product clearly and get a glimpse of what the product entails. Secondly, the backbone of marketing lies on the visual aspect of the print media being used. It is inherent that, the visual standards regulating marketing set high requirements. Apple on the other hand has maintained reputable visual standard as clients depict satisfaction emanating from the advertisements. In addition, the organization exhibits an increase in sales all over the world resonating from captivating marketing antics. It is essential to ensure that this trend is achievable in the foreseeable future also seeking to adapt to the dynamics present in the marketing discipline. Message appeal As earlier illustrated, the message is the epitome of marketing. He message relays crucial information that either lures the client or dismisses the client from purchasing a product. Apple as a brand has successfully appealed to a wide clientele through lucrative messages. This indicates that, the message relayed through the marketing antics surpasses the expectations of the organization. In addition, the company has never been involved in any legal tussle with its competitors affirming that the messages adopted by the organization conforms to the requirement of the marketing standards on both local and international platforms (Kaynak 2007). Choice of delivery vehicles Each organization chooses the most convenient and efficient delivery vehicle basing on cost, efficiency and effectiveness. It is vital to note that, apple is a dominating force in the technology industry and the internet is among the most convenient advertising avenues open to the company. The organization also uses print media to advertise as it is affordable and net a remarkable potential client base (Adcock 2000). The organization upholds the requirements of the marketing regulatory frameworks by the content advertised meets the stipulated criteria. Reference list Adcock, D, 2000, Marketing strategies for competitive advantage. Chichester [England: Wiley. Berkowitz, E, 2009, Marketing (3rd ed.). Homewood, IL: Irwin. Czinkota, M, Ronkainen, I, & Buonafina, M, 2004, The export marketing imperative. Australia: Thomson. Herbig, P, 2008, Handbook of cross-cultural marketing. Binghamton, NY: International Business Press. Kaynak, E, 2007, The Global business: four key marketing strategies. New York: International Business Press. Kirpalani, V, & Laroche, M, 2007, International advertising: standardization and adaptation. Chicago, Ill.: American Marketing Association. Kotabe, M, 2009, The SAGE handbook of international marketing. Los Angeles: SAGE. Kotler, P, 2010, Principles of marketing (3rd ed.). Englewood Cliffs, N.J.: Prentice-Hall. McDaniel, C, 2011, Marketing (2nd ed.). New York: Harper & Row. Read More