Integrated Marketing Communication - Research Paper Example

Integrated Marketing Communication Chapter one: Introduction 1 Introduction In the contemporary ear the imposition of globalisation has brings a large number of transformation in several sector has been observed that. Through the imposition of the concept of globalisation, business industry has been experiences the competitive advantages. Moreover, it can be expected that the competitive advantages can support the company to gain huge profitability through the business operations. As per the recent scenario the business industry has become more competitive in terms of covering more number of market shares. In this regard, the perfect competition has been arises within the economy. In order to compete in the perfect competition with several other companies, it becomes more mandatory for those companies to apply few effective strategies that can be helpful for the future success (Christensen, Coleman and Kapoor, 2004, p.1). In order to capture the majority shares of the company should imply a large number of effective marketing strategies that help companies to promote about the companies’ good will. In order to make an innovative promotional strategy the company should apply the concept of Integrated Market Communication (IMC). More specifically, elaborated that the IMC is an application relating to marketing concept that mainly helpful in promoting the brand messaging through the traditional as well as non- traditional marketing channels. The process of IMC during the marketing used different types of promotional strategies, which can make a useful impact over the companies’ goodwill. More specifically, elaborated that the IMC is an approach that has been applied for achieving actual objective of marketing campaign of the company (Saylor Foundation, 2015). The IMC is mainly reinforces through different promotional strategies. The major objective of the IMC is to build up a strong customer relationship by creating a process of planning, executing as well as monitoring an attractive brand messages. The concept of IMC is recognised to be a process coordination as well as integration of all the marketing communication tools, sources as well as avenues of the company, which has been transformed in to a picture perfect programmes. This process is supposed to be helpful approach for maximizing the positive impact over the customers as well as other end users of the company (). It is found that IMC has very useful impact ever development of a large number of development of a companies. The major field where IMC has plays numerous vital roles are in Business- to- Business (B2B) interactions, marketing channel communications, internally directed communications as well as customers focused communications. Contextually, stated that the communications is mainly helps the company or the business to grow in faster basis. Through effective market communication the company will be enabling to build the strong relationship with customers for showing the effectiveness of the organisations. Basically, IMC provide an approach design to deliver a consistence messages to customers through the large number of modes of media channel such as radio, TV, the Internet, magazines, mobile phones as well as many other devices. Therefore, it can be explained that the IMC is a modern approach marketing strategies that helps to bring a huge development in the marketing process (). 1.2 Origin of the study It will be worth mentioning that the IMC has been emerged during the period of late twentieth century. After the imposition of new concept of marketing within the business industry the importance of IMC has been growing in a very rapid manner. More specifically, describes that after the imposition of information technology a large number of companies have been changed their marketing strategies as well as also converted in to the integrated marketing strategies. The IMC was innovated during the year of 1989. The American Association of Advertising Agencies has first provides the definition of IMC that has been used for the marketing process. More specifically, elaborated that IMC has been used for playing a role relating to several communication disciplines such as advertising, public relation, sales promotions along with many other marketing activities (Pearson Education, Inc, 2010, p.1-2). 1.3 Objective of the Study The Principle objective of the study is to describe about the concept of Integrated Marketing Communication. The study will also evaluate about the importance of IMC for the development of the company. This study is mainly focus upon several strategies of IMC that has been used by the company name Emirates during the marketing process. On the other hand the study will prepare an IMC planning process for the company Emirates that will helpful for the company to enhances its promotional campaign by creating a strong public relationship. Apart from this the study will also focus over creating a marketing plan that can be helpful in creating a new customers base for the company named Emirates. 1.4 Methodology Used The study includes a methodology section that can be helpful in depicting the actual results of the research process. In this section the researcher will includes several process that can be helpful in generating a successful research study. The research process will includes a large number of methods such as research design which mainly depicts about the criteria of analysis, research approach will depicts about the variables of the research analysis. On the other hand the methodology will also explain about the different types of analysis that can be useful for understanding the actual results of the research process. The study will also include the several type sources during the collection of data. 1.4.1 Criteria of Analysis The section of criteria analysis will be recognised to be a blue print of the study paper. This will describes about the type of the study. It will be more apparent that the section will includes about a large numbers of criteria that has been useful for influencing the positivity of the study. 1.4.2 Variable of the study More apparently, stated that study is depending upon the developments of the integrated marketing communication. Through this process the researcher has decided to explain about the impact of IMC over the customers. In this study the Integrated Market communication is recognised as a variable for this project. 1.4.3 Types of Analysis The research analysis is recognised to be a vital factor for the successful development of the reset study. Through the research analysis the researcher will be able to evaluate about the actual collected data or information that can be helpful in drawing accurate findings for the accomplishing the research process. It has also been stated that there are several types of data analysis methods that useful for analysing the data during the research process. There are two types of data analysis process one is qualitative approach another is quantitative approach. Both the approaches are recognised to be very important for developing a successful research study. In this particular study the researcher has decided to take qualitative approach for evaluating the actual objective of the study. 1.4.4 Sources of Information It has been observed that to fulfil the research process in successful manner the researcher needs accurate information from a prominent source. It has been also observed that in this particular study the researcher has decided to collect the information from two types of sources. The major reason behind the collection of two types of information for the research process as the research process needs a wide range of information to fulfil the study in successful manner. The study needs the accurate information relating to customers behaviour as well as also requires the information about the company’s products as well as services. Chapter two: IMC Planning Process Integrated Marketing Communication is a process that mainly useful in the generating a new customers as well as relating old customers also. The IMC planning project is initiated to prepare a plan or projection that will describes about the company’s actual planning process. The study is mainly focuses upon a particular company i.e., Emirates. It is an airlines company that mainly belongs from United Arab of Emirates (UAE). The major aim of the company is to prepare an Integrated Marketing Communication plan that can be helpful for the company to build a strong customer relationship management. The key purpose of preparing Integrated Marketing communication process is to develop a perfect as well as attractive message that will attract more customers (Pearson Education, Inc, 2010, p.1-2). The company Emirates has established its business in UAE very successfully. Currently, the company is wanted to expand its business to the more other countries of world. It has been observed that Emirates recently providing the flight services to Indonesia, Orland USA and Bangkok in daily basis. However, currently, the company is having a perception to generate more customers for increasing its future business. It has been found that Emirates has plans to developed its services structure and provide a small numbers of novel services to its customers. It also found that the company has decided brings a large numbers of transformations in its products lines as well as its services sectors. On the other sides, the company has initiated to add more other products as well as services with more facilities that can be helpful for attracting more customers (Tirenni, Kaiser, Herrmann, 2007, p. 130-131). In this regards the company Emirates has a plans to apply a new strategy that will explains bout the thematic messages through conducting different types of promotions as well as marketing advertisement. During the promotional campaign the company will includes all its intention and presented it towards the customers in a very systematic way. The major objective of applying the integrated marketing communication the company wanted to make a huge expansion of its business. In this regard the company has initiated to take a step towards the global expansion. Contextually, evaluate that Emirates is wanted to create its positive brand image through providing a positive messages to the customers. In this regards the company has started to think as per global basis. Moreover, the company has decided to develop its brand images as a living brand that will be helpful in projecting an innovative approach towards the customers as well towards the prospected customers (Buhalis, 2003, p.3-4). The IMC planning process includes five different steps that will be helpful for the company for creating the strategies to relating to expanding its business. It has been observed that Emirates has involved five different steps, first step is identification of the customers as well as evaluation of prospected customers for the future. The second step is includes the proper valuation of customers prospect by creating an effective customers profiles. By creating an effective profile of customers the company has been decided to be preparing a brand image through creating as well as also delivering key messages and encouragements for the customers for attracting them. The fourth step of the company is to prepare a forecast over an estimation that provides an overview relating to the return from the customers. After the estimating the expected return form customers the company will prepare a budget relating to its product packages as well as services (Harvard College, 2000, p.1-2). Identifying the Prospected Customers Every company have an intention to create more customers for their better development in business process. Every company are having the aim of expand their business process by capturing the majority of market shares. In order to expands the market of its products the companies are initiated to take the advices or suggestions from a large numbers of business builders for developing its major market position. In order to evaluate the market condition every company should have the knowledge of doing market assessment. In this regards the company can be knowledgeable about its company’s position (Ryzin, 1999, p.299). In this regards the company need to evaluate about its popularity among several people. As per this context the company should collect the information about the several people. By colleting the details of several people the company will be able to understand about the actual requirements of a large number of people. By evaluating the needs as well as requirements of a large numbers of people the company will be able to identify about its prospected customers. More specifically, elaborated that the collection of the customers’ detailed information will enable the company to target the most valuable prospect in a more effective way. After collecting the information about the customers the company will tailor the most valuable as well as prospected customers. Contextually, the Emirates Company has been expected to take the initiatives to collect the information relating to several customers profile as well as alas evaluate about the customers prospects. This process will be helpful for the Emirates to identify the customers’ prospects (Hagel & Rayport, 1996, p.1). Valuation of Customers Prospect It has been observed that people lives in this society are having different choice as well as different perceptions. In this regard the company has the responsibilities to take the initiatives to for preparing a prospectus for its customers. It is more vital for every company to understand about the actual customers needs by tailoring the different requirements as well as their expectation from the company. In this regard the company will highlight the requirements of the customers along with assessing the customers’ values capacity as well. In this regards the company will prepare a portfolio containing with a large numbers of profiles of different customers. The company will prepare a prospectus for the valuable customers including their requirements as well as their preferences (Ryzin, 1999, p.299). In this regard the Emirate has decided to make an approach to prepare a portfolio to record or restore the customers’ information in the database of the company. This process will ensure the company’s continuous as well as sustainable growth. Emirates will include the customers’ profile that can be helpful for the company to target the prospect customers. On the other hand the company has also decided to prepare different portfolios for different customers by generating a huge customer data base. The portfolio includes the customers’ profiles as per their income standard as well as preferable product categories. The profile includes the customers’ date of birth, age, income status as well job profile. This information will be helpful for the company to target as well as maintained a strong relationship with the customers. On the other had the company should prepare a valuation about the customers prospects that can be a supports for the company (Hagel & Rayport, 1996, p.1). (More to be added) Chapter 3: Overview In this particular research study, focus has been levied on the integrated marketing of Emirates Airlines. In order to conduct operations in the most efficient manner in the challenging present day business environment, the role of proper marketing is deemed to be quite crucial. It has been comprehended that in order to ensure sustainable business operations companies need to adopt diverse range of strange and ensure effective implementation of the same so that positive results can be attained. Emirates have been able to develop a better brand image in the global airline sector with effective operations in various domains of the society. The operational overview of the company has been provided in detail hereunder. Overview of Emirates and its Changing Strategies Emirates are one of the globally recognised names within the global airline industry. The company has been able to operate efficiently in various regions of the world with the deliverance of high quality airline services to the customers. This has enabled the company to be able to have its own loyal set of customers within the airline sector. The company has been able to meet the changing demands of the customers in a significant manner over the years. The airline company performs its business in more than 100 locations of the world covering around 60 countries of the world. However, in the year 2009 the operations of the company have experienced a significant loss of around $9.4 billion, which has impacted its market positioning to an extent. This has been largely owing to the increasing competitiveness of the airline sector where large number of companies operates at large. Owing to this particular aspect the company has taken various strategies, which would be explored in the later part of the research study (The Emirates Group, 2015). The airline industry of the world is currently influenced with immense competition constituting a large number of mid-sized and large-sized players within its defined periphery. With the changing nature and demands of the customers in this particular sector, companies are finding it difficult to meet the same and thus, competitive strategies like mergers and acquisitions as well as strategic alliances become significant. The political scenario of the airline industry can never be overlooked owing to the impact of government and other external bodies on this particular industry. However, despite of the challenging business environment, the company has been able to sustain on a continuous basis. In order to explore new markets, the company has taken approaches of entering into new markets with strategies of merger and acquisition. Correspondingly, a ten year alliance deal between Qantas and Emirates has firstly been approached by the Australian government along with getting the final clearance from the New Zealand regulatory bodies. However, the approval of both the nations came with certain conditions owing to which, both the players need to control their trans-Tasman market operations upto a minimum level (OSullivan, 2013). Furthermore, the deal between the two players was provided immunity by the antitrust officials of Australia and other parts of Europe to ensure smooth operations of the alliance (Rao, 2003). Economic conditions of the airline industry of both the regions, i.e. UAE (home country of Emirates) and Australia (home country of Qantas) are deemed to be quite stable currently. This has also added to the changing approaches of the company to ensure long term sustainability. This aspect also encouraged the players of both the aforementioned regions to move into an alliance further enhancing the scope of their expansion in the global arena. IMC Overview of Emirates Emirates, as analysed is one of the noteworthy players within the global airline sector. The company has been able to serve its customers in the most efficient manner altogether. In the present day complex business environment, companies have become quite appreciative towards implementing effective strategies to conduct the business in the most efficient manner. Among the various domains of business that have direct impact on its sustainability, the role of integrated marketing communication is deemed to be quite crucial. Integrated marketing communication (IMC) is a particular approaches used by the companies in order to enhance business marketing with the help of various promotional strategies. There are various promotional methods in marketing that cab be utilised by companies to ensure its wider awareness amid the potential customers and the target market. However, in order to sustain for a longer duration, business units are required to ensure constant awareness for its brand amid the potential customers through both traditional and contemporary means of marketing. In this context, the role of IMC comes into emergence. Some of the primary components that influence the concept of integrated marketing include organizational culture, customer’s analysis aligning with marketing strategies and others. Read More