Integrated Marketing Communication with Relevance to Brewdog - Essay Example

In the past, the 4Ps (product, price, place, and promotion) of marketing strategy were highly relevant mainly because of the three reasons: There was a lack of variety within the products; people were exposed to limited means of publicity, and promotional activities were more localized (Shultz, 2001). Therefore, under the given restrained parameters, the strategy satisfied both the customers and the retailers.

Today, technological advancements have brought forth an explosion of information that is easily accessible to the public through the internet and other media like television, radio, mobile phones, etc. The internet has made it easy for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Brewdog, a recent entrant in the field of beer, needs to cater to the system as a whole rather than exclusively to the customer. The company must tap the growing demand from the new market segment that has come up with the advent of new technologies through creative market strategy. The inter-dependence of the various elements within the system with its inherent capacity to complement each other has vast potential to establish a market that is sustainable as well as mutually satisfying.

Integrated marketing communication with relevance to Brewdog

     Kotler has defined IMC as ‘the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its product's (Kotler et al 1999). Even though the customer base is increasing, it is becoming difficult not only to attract more customers but also to retain them. So, one needs to add something ‘more’ to the existing products to make them more attractive without compromising much on the price. In fact, the more innovative the product and fancier the promotional techniques, the higher are its chances of capturing market space. Thereby, asserting that brands, advertising, and promotional techniques are very important tools of marketing.

     Brewdog needs to incorporate these factors in its strategy to not only create but to maintain a sustainable database of committed clientele. It must identify a target market and anticipate their changing preferences to corporate them in its products and services through well-designed market segmentation techniques and updated website. ‘Brand building is needed because products are the same’ (Kotler, 2005). The brand name ensures that the product maintains a high standard of excellence at a price that a customer is willing to pay for. The differentiating elements within the brand must be exploited to gain a competitive edge over their rivals and create unique positioning in the target customer base.

Viral Marketing Initiatives with relevance to Brewdog

     Viral marketing can be broadly classified as the unorthodox techniques of emerging new marketing strategies that are low cost and have the potential to reach a larger audience. It has great potential for exponential growth through the diversity of new approaches and initiatives in its market strategies. Using posters, balloons, pamphlets, sponsorship, use various distribution channels tickets, carry-bags to advertise its products, blogs, internet messaging, and various other gizmos for its promotion. In the recessive trends, this type of marketing becomes highly relevant for Brewdog.

Examples of marketing techniques that would suit Brewdog

Brewdog has made a great inroad into the world market since its inception in 2007. The highly competitive business environment of contemporary times requires creative initiatives that are flexible in their approach and effective in their wider objective of creating a sustainable customer base. Today, advancing technology and the internet have redefined communication with its far-reaching implications and have become one of the most important parts of any business strategy. ‘The Internet with its low-cost entry and ease of use quickly changed how information was exchanged and removed the distance barriers for business partners’(Gottardi et al. 2004). Brewdog must exploit the vast potential of emerging new technologies like internet, mobile, iPods, etc. internet and mobile messaging, blogs, and other tech-based market metrics to target people in the age group of 18-35 that are major users of these gizmos.

Conclusion

The compulsions of the emerging new dynamics in the global businesses have necessitated people-centric policies and plans that would meet the challenges of the changing social patterns and their changing demands. Levitt says that the marketing takes into account the preferences of the customers and thereby builds a solid customer loyalty that results in a sustainable customer base that has potential for growth because it continues to satisfy the changing requirements of their needs (Levitt, 1960). Brewdog must use effective communication to overcome the barrier of socio-psychological paradigms that are increasingly becoming a major factor in the sales and market strategy.