Part 2 – Definition Questions
2.1: Integrated Marketing Communications (IMC)
| Definition: The integrated marketing communication refers to the integration of the communication tools of a company that is required for their brand promotion so that the particular service or the product is promoted effectively to the target market. In the integrated marketing communication various aspects of marketing communications are incorporated and made to work together for the maximum cost effectiveness. The integrated marketing communication helps the company to ensure the consistency of the message that is desired to be circulated and enhance the complementary usage of the media. Example:One of the most prominent example of this integrated marketing communication has been undertaken by the south west airlines who have launched a marketing campaign known as “Transfarancy”. The airline company has been making use of various media like radio, television, print and digital assets for demonstrating the ways in which the customers need to pave for things like flight changes, checked bags or snacks and drinks. For this Transfarancy campaign the company has created a micro sight that includes several section of information as well as fund content. |
2.2: Sales Promotion
| Definition:Sales promotion is referred to a marketing strategy where a company promotes their product or service by using short- term attractive initiatives with the aim of stimulating its demands and the increase of sales. A sales promotion is generally done for introducing a new product, for selling out any existing inventories or attracting more customers. This is a very important technique that fulfils short-term sales goals by spreading informations about the brand or stabilizing the sales volume. The temporary sales promotion techniques are used by the companies to remain competitive and entering effectively in a new market. Example: The effective examples of sales promotion are flash sales, buy one get one sales, sales based on coupons or discounts, giving away or free samples, limited time offers etc. Costco for example uses the method of free samples as their sales promotion strategy. By providing samples to all customers irrespective of the fact that they are purchasing something or not the company has been successfully encouraging customers to choose their products. |
2.3: Competitive -Parity Method
| Definition:The competitive parity method is one of the marketing techniques that establish the total budget of marketing communication. This method takes into account the total budget that has to be allocated for the communication purpose at par with what competitors expend on the same. This is a competitive based approach where an advertiser takes the decision about the amount of dollars to be spent in every communication channel. A problem with this competitive-parity method is that it is not always possible to make the communication budget depending on the competitors since the company may be differing from its competitors in matters like resources, objectives and opportunities. Example:If Hindustan Unilever uses a particular amount of money for promoting their luxury soap brands P&G will be allocating more or less the same amount for similar brand. The firms many a times benchmark their spending areas in advertisements and seek a spending parity. |
Part 3: Conceptual Question
3.1: Please describe, explain and draw push and pull strategy in promotion context. Please also provide your own example for each.
| Describe the overall promotion mix strategy: The promotion mix strategies are the promotional strategy where the marketer advertise and market their product. It is dine in order to convince the target customer for buying the product. It is required to make the target customers know what they are offering and how it is to be used. A promotional mix is thus “a set of different marketing approaches that marketers develop for optimizing promotional efforts and reach a broader audience”. An effective promotional mix improves the effectiveness of the campaign so that the product or the service is placed at a right place at a right time and to the right audience. It also helps in developing the proper targeting segment of their audiences and their promotion mix is a key method by which relevant promotional messages are shared via suitable channels of each segment. A promotional mix is generally “speaking the language of the customers.” This helps in improving the communication with clients and enhancing the trust between the brand and their customers. For example, the automated E-mail is an effective way that helps in achieving the promotional goals by responding to the actions of the people instantly. ______________________________________________________________________ Explain each type and think of your own example for each strategy: PUSH strategy: A push promotional strategy refers to the use of company’s force of sales as well as the trade promotion activities so that it create a demand among the consumers for a particular product or a service. The push strategy may involve the setting up of distribution channels as well as persuading the middlemen and retailers for stocking the products. Also known as direct marketing, this is the general form of advertising that includes appeal in the package design or maintaining the reputation of reliability and value.________________________________________________________________________________________________________________________________________________________ For example: _the main example of push promtional strategy is trade shows and direct selling. A push strategy generally maintains direct selling to the customers bypassing the other distribution channels. An effective example of such kind of direct selling applying the push strategy is the selling insurance or holidays directly. The selling of mobile phones such as Nokia promotes their products by means of retailers such as Carphone Warehouse. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ PULL strategy: _the pull strategy of the promotional mix refers to the way of customer actively seeking out a particular product or service and retailers place orders for stocking those products due to direct consumer demand. A pull strategy is generally done by a highly visible brand, which can be developed through the process of mass media advertising or similar campaigning tactics. The supply and demand in this strategy is done at its basic form whereby customer wants a product and the retailers stock it. Advertisement is generally used to build up the demand for this product or service. The companies generally chalk out the different media or networks for their different segment of customers. The common pull marketing methods are social medi networks, media coverage, word of mouth, sales promotions and discounts, E-mail marketing and advertisements._________________________________________________________________________________________________________________________________________________________________________________________________________________ For example: _one of the major example of this pull marketing strategy is the recent strategy used by Colin for their new product the Fanner 3000. This innovative fan is competitively priced and the main quality is that it emits no sound. For the promotion of this product the company ran various facebook and Instagram advertisements and collaborated with you tube influencers for creating video promotions.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Please draw a diagram showing each strategy in a given space below: |
Part 4: Case Study
Deakin University Unveils ‘Be Ready’ Brand Campaign Via The Royals
Deakin University has launched a brand campaign, created by The Royals, highlighting the University’s commitment to a practical and applied approach to learning that prepares students for the challenges ahead.
The integrated campaign, ‘Be Ready’, continues the vibrant use of colour first introduced in Deakin’s ‘Think Young’ campaign in 2016, designed to cut through the clutter of the largely monochromatic university advertising landscape and to reinforce Deakin’s brand position.
With executions across television, high-impact outdoor and social media, ‘Be Ready’ features current Deakin students and alumni, demonstrating how Deakin gives them the confidence through practical and applied learning to transition into their career and overcome the challenges that are thrown at them.
Among those featured are Daniel Daperis, Vimbai Nenzou, Lynda Goodman, Roda Alfred and Muhammad Irfan.
Deakin University executive director of marketing Matt Edge said: “At a time of rapid change and global uncertainty, universities need to do more than ever to prepare students for the real world.
“‘Be Ready’ communicates Deakin’s commitment to practical hands-on learning, coupled with well-established theory and critical thinking, to arm our students with the skills they need to succeed in a changing world.”
The Royals managing partner Andrew Siwka added: ‘Deakin is a young, innovative and progressive university, so it’s important that our work stands out from the rest of the university sector.
“By featuring current students and alumni in the campaign, we are providing real-world examples of how Deakin prepares students for the fast-paced workplaces of the future.
“We believe “Be Ready” is a powerful proposition that will connect with our audience and drive them to learn more about Deakin University’s approach to education.’
Deakin University is ranked as the 33rd most innovative company in Australia and New Zealand on the 2018 Australian Financial Review’s 100 Most Innovative Companies list, released last month.
Deakin was the only university to make the list, and the highest-ranked education provider.
Article source:
Sophocleous A. 2018, Deakin University Unveils ‘Be Ready’ Brand Campaign Via The Royals, Bandt, retrieved 14 April 2019, <http://www.bandt.com.au/campaigns/deakin-university-unveils-ready-brand-campaign-via-royals>
Videos:
Questions
3.1: Out of the five (5) promotional mix tools, which one(s) that Deakin has been using for their newest campaign as mentioned in the case study above? Please identify at least two (2) tools and justify your answers using the parts of the passage above.
| Describe the promotional mix tools in general: The promotional mix tool is Explain each of them briefly:Tool 1 Advertisement- the advertisement tool is generally referred to the paid forms of presentation as well as promotion that are not personal. An identified sponsor generally does this. The advertisement is generally seen as a tool of mass communication. It is also the most popular and the widely practiced tool of market promotion. The majority of the budget allocated for the promotion pat is for the advertisement tool. This is however, an one way communication method. Tool 2 : Sales promotion- the tool of promotion that includes the marketing activities beside the advertisements and personal selling is known as sales promotion. This tool generally incorporates the short term goals and non routine incentives that motivates the dealers as well as the customers. The main tools that are used for the promotion of sales are exhibition, incentives, free services etc. Tool 3 : Personal selling- the personal selling includes the usage of face to face personal communication and presentation with the purpose of the selling of the product. This type of promotional tool is used as a highly effective mode of promotion. ___ Tool 4: Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities.. Apply these to the campaign by answering the question below: The promotional mix tools that Deakin has used to promote the above campaign is: ____the _________________ The Deakin University is using the method of advertisement and the sales promotion strategy as their promotional mix tool. The company is using sales promotion through the social media technique though which they are communicating with the target audirmnce. Since the offerings is not as such a product, the company needs cannot promote it by means of showing the benefits. It has to communicate with the customer and let them know about the offerings, |
3.2: Out of the three (3) advertising objectives, which one(s) that Deakin has adopted for their promotion? Please justify your answers.
| Describe the advertising objectives general: _ The advertisement objective of any organisation refers to its aim of reaching the goal for which the advertisement is made or created. Objectives are used in order to craft a direct message pr define the target of the organisation for the particular service. ______________________________________________________________________ Explain each of them briefly: Apply these to the campaign by answering the question below: The advertising objective that Deakin has used has adopted is: _______________________________________________________________________The main advertisement objective of the university is primarily to let the target audience know about their offerings and the new venture. the other one is to attract the target market thrugh their innovation |
3.3: Would personal selling be relevant/helpful for Deakin? Why or why not? Please justify your answer
| Describe personal selling in general: _______________________________________________________________________ Explain personal selling:_____________________________________________________________________________________________________________________________________________________________________________________________________________________ Apply this to this campaign by answering the question below: Would personal selling be relevant/helpful for Deakin? _______________________________________________________________________Because _______________________________________________________________________________________________________________________________________________________________________________________________________________ |
Part 5: Assignment-Related Task (Group)
5.1 Please define the promotional mix concept. Explain each of its tools by filling out the table below. Lastly, please explain how your company have used each tools. (2 marks)
| Promotional Mix ToolsExplanationHave your company used it? How? Please explain clearlyAdvertising Public Relations Personal Selling Sales Promotion Direct and Digital Marketing |
5.2 Out of the five (5) promotional mix tools discussed above, pick three (3) tools that would work for the new target market identified in Assignment 1 and the new product that you are recommending in Week 5. You must give clear and specific recommendations of how the company should use each tool to target the new market and promote the new product. Please take into consideration the overall STDP strategy proposed in Assignment 1. (1 mark)
| The three (3) promotional tools that the company can choose to appeal to the new target market (A1) and to promote the new product (W5), consistent with the overall STDP strategy, are: Chosen Promotional Mix ToolsWhy? Please explain!How? Please give detailed recommendations Because … How? Because …How? Because …How? |
5.3 Please define and explain the Integrated Marketing Communications (IMCs) concept. Lastly, please show how your company should manage the proportion of each tools proposed in Question 4.2 above by completing the pie chart below. (1 mark)
| Define: Explain: Apply: |
