Integrated Marketing Communications

Communication effort as a way of marketing a particular brand makes use Integrated Marketing Communications (IMC) (Smith Taylor, 2004). Through this concept, the relationship between the customer and the brand is greatly enhanced. The communication efforts employed here are primarily meant to foster a warm customer relationship so that a particular brand can be consumed at will by customers.Advertising We will write a custom essay sample on Integrated Marketing Communications specifically for you for only $16.05 $11/page Learn More Such relationships are also considered to be profitable since they are cross-functional in nature. For instance, these communication efforts are considered to be profitable owing to the fact that all the messages sent to the active and prospective customers are meant to be persuasive since they encourage dialogue. Quite a number of relevant marketing communication tools are usually integrated and employed when IMC concept is a dopted. The rationale is to create the greatest impact to the consumers at a cost that is relatively low and manageable (Percy, 2008). In most instances, internally directed communications, customer-focused as well as marketing channels are all affected in this form of integration. When developing an Integrated Marketing Communications Plan, it is imperative for a company planning to advertise and market breakfast cereals suitable for both young and old, to bear in mind the right promotional strategies that will not only reach the target audience but also be cost-effective (Kitchen Pelsmacker, 2004. The two communication efforts will markedly differ along the IMC plan such that the latter will depict the behavior of buyers, brand management and corporate image. For instance, a company marketing its brands should not give conflicting messages that may equally confuse the entire market. In any case, the aforementioned components form part and parcel of foundation for an organisation. Another difference is the consumer and trade promotions that can be used to push sales. Others include customer relations management, data base marketing and personal selling (Shimp, 2008). They are all different since they are classified as promotional tools. Additional, another difference emerges in the design of advertising used. Several tools exist here. For example, selection of the advertising media is paramount. Others are execution frameworks and advertising design and management that has been put in place. The last difference is the nature of integration tools used for promoting a certain brand or product.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The marketing program is integrated in addition to entrepreneurial ventures that are available for newly introduced products into the market. One typical example is the case of Kellogg’s company whereby the two communication efforts differ significantly in the sense that the company is using a mixed variety of reaching out for its consumers. Indeed, if Kellogg’s were to cereal breakfast for both the young and old age, then it can still apply such winning strategies such as giving prices upon purchase, relaying messages of goodwill upon exercising after utilizing the product, convincing the buyers that both adults an children will benefit from sensible breakfast (Kellogg, 2010). Kellogg is also promoting healthcare concerns upon using its products. For instance, c consumption of food substances that have low sodium content as well as engaging the public (consumers) in corporate social responsibility. In recap, it is imperative to note that the various marketing mix available as part and parcel of communication efforts to consumers can all be applied differently both at the product and brand level. For example, positioning, targeting and variables of segmentation are some of the marketing componen ts that have revolutionized promotional strategies. Nonetheless, the very elements have been boosted by the internet (such as in the application of e-commerce). References Kellogg. 2010. Promotions. Web. Kitchen, J.P. Pelsmacker, de P. 2004. Integrated marketing communications: a primer, New York: Routledge.Advertising We will write a custom essay sample on Integrated Marketing Communications specifically for you for only $16.05 $11/page Learn More Percy, L. 2008. Strategic Integrated Marketing Communications, Burlington: Elsevier. Shimp, A. T. 2008. Advertising Promotion, and Other Aspects of Integrated Marketing Communications, Ontario: South-western Cengage Learning. Smith, R. P. Taylor, J. 2004. Marketing communications: an integrated approach, London: Kogan Page Ltd. This essay on Integrated Marketing Communications was written and submitted by user Math1as to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Integrated marketing communications Introduction Burjeel hospital is the largest private hospital in Abu Dhabi situated in Al Najda Street. The hospital has advanced treatment equipment and many US and European hopitals. Burjeel hospital is a 202 bed facility offering comprehensive services in more than thirty different specialties (Burjeel Hospital Offers Free Heart Surgeries, 2013).Advertising We will write a custom research paper sample on Integrated marketing communications – Burjeel hospital specifically for you for only $16.05 $11/page Learn More Integrated marketing communication is an approach to achieving the goals of the marketing campaigns by using the multiple marketing strategies in a coordinated manner. Such marketing strategies include; paid advertisements, social media, public relations and many others. Since commencing services in the year 2012, Burjeel hospital has used effective marketing communication strategies to reach its customers. Some of the well-used strat egies by the hospital in marketing communications are involving social media, public relations and advertisements. The promotion mix According to Kotler Armstrong (2010), the organization’s promotion mix is a well-coordinated integration of paid advertisements, public relations, direct marketing and sales promotions to communicate and build relationship with the customers. The promotion mix strategies used by Burjeel hospital are: Service promotion – The hospital consistently uses service promotion to reach new markets globally. It has launched a compassionate initiative called â€Å"100 free heart surgeries† and persuaded heart patients from the UAE, Saudi Arabia, Middle East and other countries across the world to register for free heart surgery. The event was a big success and attracted applications from various countries across the world. Patients from Yemen, India, Oman, Saudi Arabia and Bahrain were among the beneficiaries of the initiative. The initiativ e used  advertisements over the screen and print media to reach many heart patients globally. Although â€Å"100 free heart surgeries† was  a compassionate campaign, the hospital used it as a marketing strategy to reach new customers across the world (Burjeel Hospital Offers Free Heart Surgeries, 2013). Public relations – The hospital has distinguished its services from its competitors in the industry by offering quality services, therefore building its reputation in the corporate world. The hospital entered into alliances with various reputable organizations to grow its reputation further.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to the hospital’s website, the partnership between the hospital and Brussels University enabled the establishment of an In Vitro Fertilization (IVF) test clinic within the hospital which was the first such clinic in UAE (Burjeel Hospital Offers Free Heart Surgeries, 2013) According to the hospital’s website, it builds partnerships with various insurance service providers to serve its customers better (Burjeel Hospital Offers Free Heart Surgeries, 2013). Partnerships with insurance service providers offer customers diversity in medical bill payment hence increasing the hospital’s efficiency. The hospital has effectively used the social media, online newsletters and press releases to communicate with its customers creating awareness of its services. It has active Facebook, Twitter and YouTube accounts which it uses to communicate and share information through advertisements. Burjeel Hospital Offers Free Heart Surgeries (2013) reported that the most effective advertisement method used to market the free heart surgery by the hospital was the social media. Communications process According to Kotler Armstrong (2010), for marketers to effectively communicate with their clients, they need to clearly understand the communication process. The communication process starts by identifying the target market. For example, the hospital targets middle-class and high-class patients with special medical problems and its marketing communication strategists should exploit available avenues to reach these people. The hospital’s marketing department main aim is to reach new customers to increase its market share. Burjeel hospital is a new entrant in the industry and most of its customers are at awareness phase, therefore it uses several methods to effectively reach them. For example, the hospital used the media and its website to broadcast its press releases informing the public about the opening of the hospital (Burjeel Hospital Offers Free Heart Surgeries 2013). The hospital’s marketing communication goal is to move as many customers as possible from awareness to preference and liking phase. The hospital uses its excellent public relations, quality service deli very and corporate reputation to motivate clients to develop a preference and liking of its services (Burjeel Hospital Offers Free Heart Surgeries, 2013). After the first step of identifying the target audience, the marketer must compose a clear marketing message. The marketing strategist can add emotional, moral or rational appeals to attract attention and provoke action from the targeted clients. Burjeel hospital effectively used emotional appeal to reach its clients in the†100 free heart surgeries† initiative advertisements (About Us. n.d).Advertising We will write a custom research paper sample on Integrated marketing communications – Burjeel hospital specifically for you for only $16.05 $11/page Learn More The hospital employs personal and non-personal communication methods to reach its customers. It retains the communication contacts of its patients and their families and communicates with them from time to time about changes an d new services in the medical facility. The intention of this is to develop relationships with their patients who in turn refer other patients to the hospital. The hospital also uses advertisements over the broadcast and print media to reach its customers. For example, the hospital used advertisements over the print and screen media to create awareness among the residents of Abu Dhabi and the UAE about its expansion plans (About Us. n.d). The hospital ensures that high credible sources deliver its marketing messages to increase persuasion. The press releases from the hospital are always delivered by the hospital’s managing director making them authoritative and credible. To set up an effective feedback system, the hospital offers its customers an opportunity to express their opinion through its website. The hospital’s website has a â€Å"contact us† page which allows customers to leave their feedbacks. It further uses the social media and call centers to collect feedback from its customers (Burjeel Hospital Offers Free Heart Surgeries, 2013). Communication effectiveness The communication process used by the hospital has been effective because the hospital has significantly increased its market share since its inception. The hospital has experienced growth in the last one year and is a famous brand in the UAE and the entire Middle East. Currently, the hospital attends more than a hundred thousand patients from different countries annually (About Us. n.d). According Burjeel Hospital Offers Free Heart Surgeries article (2013), the hospital is planning infrastructural expansion which will accommodate more than three hundred beds and fifteen medical specialties upon completion. Promotion mix strategy Burjeel hospital uses push and pull strategy to reach its customers. The hospital markets its services via its good public relations, corporate reputation and other forms of advertisements to create a demand vacuum that motivates patients to seek s ervices at the hospital, therefore its advertisements directly target the customers. The hospital also uses push and pull strategy to market its services through several third-party agencies. The hospital uses alliances with other medical organizations like the Brussels university medical department to market its medical services. Although the hospital’s main advertisements and marketing promotions target its customers directly, it also uses strategic alliances to push its market position.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More References About Us. (n.d). Retrieved from Burjeel hospital website. Burjeel Hospital Offers Free Heart Surgeries. (2013, March 24). Saudi Gazette. Web. Kotler, P. Armstrong, G. (2010) Principles of Marketing (13th ed.). New Jersey: Pearson Education. This research paper on Integrated marketing communications – Burjeel hospital was written and submitted by user Aniya Weeks to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Integrated Marketing Communications Introduction Marketing is an organizational function that entails a set of processes for communicating, creating, implementing and delivering value to customers. It helps to manage customer-business relationships in a way that will benefit both the organization and the stakeholders involved. Such processes succeed in moving people closer to making a decision to purchase and facilitate a sale. Marketing communication is a very essential aspect of any business organization. (Kitchen, 1997)Advertising We will write a custom report sample on Integrated Marketing Communications specifically for you for only $16.05 $11/page Learn More This paper looks at Aldi’s case study. It identifies the market segments that Aldi is operating in. It also focuses on the current and potential marketing communication channels used by Aldi to reach its target customers. There is also a competitor analysis of the channels. The paper also explains the benefits that Aldi mi ght accrue from developing a website. This includes strategies on how Aldi can drive traffic to the website. Finally, opportunities for reciprocal listings and other marketing communication strategies are included in this paper. (Belch, 2004) Aldi market segments According to Kitchen (1997), market segmentation is an imperative aspect in any business. This is considering the fact that the chosen segment always determines the growth and accrual of profits within the organization. An analysis of Aldi stores shows that it has had local market segments. This is whereby its products are sold in the local market. This is clearly indicated by the marketing communication strategies that the organization has been involved in. Aldi’s strategies were not targeting a wider global population. (Kitchen, 1997) It has not been venturing into international market segments. Another aspect of Aldi’s market segments entails low income people. This is clearly illustrated in its pricing str ategies. From the case study, it is quite evident that Aldi’s products have been having low prices. This definitely indicates that the store has not been targeting the affluent segment of the society. This is also indicated in the image that the store has been having. This is in line with the exterior and the interior aspects of the business premises. (Lages and Filipe, 2004) Marketing communication channels It is quite clear that Aldi’s current marketing communications strategies also include television advertisement. This through what the organization refers to as television campaign. (Kitchen, 1999) Through this, the organization will be in a position to market its products to a wider population within the United Kingdom. This is one of the marketing communication strategies that are quite effective since many people watch their television sets virtually every day.Advertising Looking for report on business economics? Let's see if we can help you! Get your firs t paper with 15% OFF Learn More Other marketing communication strategies noted are newspaper adverts and posters. Through these two channels, potential customers are also informed of the organisation’s products. It is however worth noting that sometimes newspapers can only reach out to a narrow market segment. (Dan, 2003) This is considering the fact that there are so many newspapers in the current market and customers don’t buy all newspapers while some do not buy them at all or even don’t bother to read them. Posters are a good way of marketing especially when they are strategically placed. The key objective of these communication tools is to increase the organization’s customer base. (Lages and Filipe, 2004) This is also geared towards profit maximization within the organization. An overall analysis of Aldi’s operations shows that it has various marketing communication channels. One of its current marketing communication channels entail s refurbishing its existing stores. This is also evident in the plans to update all its new stores such they become more customer-friendly. This also includes the aspects of re-branding its stores. (Kitchen, 1999) In this case, the organization is trying to improve its image and communicate to its customers about improved products and services. This is an essential avenue of marketing communication as customers tend to judge an organization’s products based on the Company’s overall image. This is actually aimed at luring more customers to try the organization’s products. Another marketing communication strategy in Aldi entails the use of discounts on its purchased products. This is aimed at retaining its customers and also enticing customers to buy more products from the stores. This is considering the fact that the more the customers buy, the more the discounts on the purchased goods. (Lages and Filipe, 2004) Competitor analysis Each and every business has its competitors. In this case, Aldi stores also have various competitors in the market. They include Tesco and Sainsbury superstores. An analysis of marketing communication channels within these organizations shows that they are up to date. These to superstores carry out their marketing communications through various ways. This includes through television and radio advertisements. (East, 1997) This enables them to reach a very wide population within United Kingdom. The two are also known for carry out their marketing communications through posters.Advertising We will write a custom report sample on Integrated Marketing Communications specifically for you for only $16.05 $11/page Learn More This are strategically placed in city centres in attractive colours. One of the most essential communication marketing strategies that the two have incorporated is online marketing. The two organizations have websites where they market their products. This therefore indic ates that they do not just target customers within United Kingdom but also those within the global market. Aldi’s benefits from developing a website One of the best marketing communication strategies in the twenty first century entails online marketing. E-marketing is relatively a new advancement in the field of marketing even though there are many business and customers who have switched from traditional to online marketing. This necessitates that Aldi opens a company website. There are various benefits that the organization will accrue from developing a website. One of the benefits includes reaching out to a wider market segment. (Kitchen, 1997) This is considering that through the website, potential customers across the globe will be in a position to access it. This shows that it does not have geographical limitations. This website will also enable Aldi to increase its sales. This is bearing in mind that customers will be in a position to order for products online without necessarily having to travel to the premises. According to Kitchen (1997), this is also a much cheaper way of marketing as compared to other strategies such marketing through television and the use of posters. Having a website will also enable Aldi stores to cut down on costs. This is especially the costs that are associated with employing professional personnel in the marketing department. Marketing responsibilities which could have otherwise been done by many marketers can be done by one employee. This therefore saves on the cost of paying salaries to many people within the organization. (Kitchen, 1997) The other advantage that Aldi will definitely have relates to convenience associated with marketing through a Company website. Through the use of a website, Aldi will definitely enjoy the benefits of flexibility of time spent on marketing communication. This time will be used to carry out other duties within the organization. Strategies to drive traffic to Aldi’s website It is very essential that Aldi puts in place strategies that will help to drive traffic to its website. One of the strategies that Aldi can have is by writing its website on the receipts given to customers after they purchase their products. Since the organization also uses television adverts, it can advise potential customers to visit its website for more information. Through this many of its customers and potential customers will start using Aldi’s website.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Another strategy that can help Aldi to drive traffic to Aldi’s website includes marketing through yahoo, gmail and google URLs. This is by having pop ups as people access their mails. Through this, various people will be able to see the website as they access their emails. This definitely will make many people to start accessing the company website. (Hart, 1995) The organization can also take the initiative of communicating to various stakeholders through its Company website. This includes its suppliers and customers. Through this, the marketing team will drive traffic to Aldi’s website. Traffic can also be driven to the Company’s website through reciprocal listings as indicated below. Opportunities for reciprocal listings Aldi stores can use reciprocal listings to create traffic to its website. Through this custom messages and requests will be automatically sent to diverse theme sites that are normally stored in a database. Through this, Aldi can make any annou ncements to the wider population concerning its Company website. This of course spurs interest in the recipients who take steps of visiting the advertised website. (Blythe, 1997) Through this, reciprocal listings definitely drive the specifically targeted traffic to the website. Research has also shown that web listings help to increase the overall popularity of a website and in the long run there are increased sales. It is highly recommended therefore that Aldi creates a partners page that will play an essential role in enhancing traffic to its website. (Willis, 2009) Suggestions for other products or services In order to enhance Aldi’s business it is essential that it increases its products and services. One of the most essential services that Aldi can get involved in includes cyber cafe within its premises. This is considering the fact that many people use the internet on a day to day basis. This is for both personal and business purposes. Through this, Aldi will improve i ts customer base since as customers seek for internet services, they will also purchase products within the store. (Rimini, 2003) Other products that this store needs to be involved in include wooden furniture. This should be for both home and office. Aldi needs to find suppliers of quality furniture and ensure that there is a constant stock of the same. This should mostly be of wooden materials since many customers prefer them. Many customers are always on the look out for leather furniture and these should also be stocked in large quantities. (Kumar and Morris, 2007) This will help the store to greatly increase its customer base. This is considering the fact that furniture is always needed in offices as new businesses are started and also to replace old ones. Aldi should also seek to fill the gap that pertains to all household products. This is ranging from cutlery, foodstuffs such as sugar, flour etc. (Fill, 2005) Aldi can also increase its product line by ensuring there are item s such as a variety of footwear stocked in its stores. There is need to include stationery such as writing materials and books on various topics. This should also include current magazines and newspapers that are usually sourced for by thousands of readers each single day. (Fill, 2005) Communicated to the target market Aldi stores need to take the initiative to communicate its new products and services to its target market. This should be done through online advertisements on the Company website. This can be done by having the photos of products such as furniture displayed on the website. Through this, the targeted customers will get to know of the new products in Aldi. (Lages and Filipe, 2004) It would also be essential that Aldi communicates to its target market about its new products through television adverts. This should be done in such a way that the products are displayed to the viewers. Through this, the store’s target customers would be able to know of its new produc ts. (Nilson, 1992) Another way through which Aldi can inform its target customers of new products is through radio adverts. This should be done at specific hours when the target customers are mostly listening to the radios. For instance, these advertisements need to be aired just before news when many people tune in to listen. Through this, Aldi will reach out to wider population. This is considering the fact that majority of target customers tune in even in their offices via their mobile phones etc. (Kumar and Morris, 2007) Opportunities for Customer Relationship Marketing Aldi needs to make use of various opportunities in line with customer relationship marketing. This should be initiated by carrying out research on customers expectations from Aldi. This can be done through marketing communication channels such as Company website. (Kumar and Morris, 2007) This is where customers can easily fill forms online on their expectations. These ideas can then be incorporated in the storeâ €™s product lines. Coupons for marketing can also have a space where customer fill in their expectations and drop them in one of the stores. This will enhance customers’ relationship with the business. (Neumann, 2002) The marketing department should give customers contacts that they can call any time within working hours to confirm on various issues pertaining to the business. This will definitely enhance the store’s relationship with its customers. Through these strategies, Aldi will be able to maintain its loyal customers and also attract potential customers in the target market. Conclusion In conclusion, Aldi store’s current market segments entail the local market and the low income customers. This organization is using various marketing communication channels. These include television adverts, use of posters, improving Company image and newspaper adverts etc. Its competitors use up to date marketing communication channels such as online adverts. Developi ng a website would help Aldi to increase its customer base, save time and finances. Aldi can drive traffic to its website through reciprocal listings. There is need for increasing its product line and carry out customer relationship marketing. This will help it to succeed despite the tough competition in the market. Reference Belch, B. (2004): Advertising and promotion; 6th Ed; London; McGraw Hill Blythe, J. (1997): The essence of consumer behaviour; Harlow: Financial Times Prentice Hall Dan, S. (2003): The Birth of Internet Marketing Communications; Westport, Conn; commercial online systems East, R. (1997): Consumer behaviour; advances and applications in marketing; Harlow: Financial Times Prentice Hall Hart, N. (1995): Strategic public relations. London: Macmillan Hart, N.A. (1998). Business to business marketing communications; 6th Ed; London: Kogan Page Kitchen, P. (1997): Public relations; principles and practice; London: International Thomson Business Press Kitchen, P. (1999): Marketing communications; London: International Thomson Business Press Kumar, V. and Morris, G. (2007): Measuring and maximizing customer equity; a critical analysis; journal of the academy of marketing science; 35(2); 157-71 Lages, L. and Filipe, D et al. (2004): Export performance as an antecedent of export  commitment and marketing strategy adaptation; evidence from small and  medium-sized exporters; European Journal of Marketing; Bradford; Vol. 38, Iss 9/10; p. 1186 Neumann Eva (2002): Marketing Communications: A Vital Element of Achieving Change, in The Public Manager Ray Sumser Nilson, T. (1992): Value added marketing. London: McGraw Hill Fill, C. (2005): Marketing communications; engagements, strategies and practice. 4th ed., Harlow: Financial Times Prentice Hall Rimini, M. (2003): Advertising works; Vol. 12. Henley-on-Thames: World Advertising Research Centre Willis, K. (2009): Marketing communications; available at  www.academyofmarketing.info This report on Integrated Marketing Communications was written and submitted by user Marcus Valentine to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.