Integrated Marketing Communications Strategy Assignment

Integrated Marketing Communications Strategy - Assignment Example We target males and females ageing between 13 to 21 in eastern Canada. In order to create awareness and drive sales for our product, we need to create an integrated marketing communication strategy. Body Integrated marketing communication strategy refers to coordinating and integrating various communication channels of the company in order to deliver a consistent, clear, compelling message about the company and its products. It refers to recognize all such touch points where the customer can encounter the company and its brands. Each contact with the brand will give a message, good, bad or indifferent. The company will want to deliver a positive and consistent message with each of the contacts. It will lead to total marketing communication strategy which will aim at building stronger relationships with customer by showing how the customers can get help to solve their problems from the company and its products. The integrated marketing communication strategy will make a tie of the com pany’s images and messages. A blended mix of the promotion tools can be used for promoting our company’s products. It can be advertising, personal selling, public relations, direct marketing and sales promotion. Now a day, customers get bombarded with the messages of company from all directions. The company’s print advertisement and television will have the same look, message; feel similar to its personal selling communication and email. The material of its public relation will project the same image like its social network presence and website. Under the plan of overall marketing communication unique roles played by different media must be coordinated carefully by the company in order to attract, inform and persuade consumers. It must coordinate all the touch points of customers for ensuring clear brand messages. Provided with a marketing budget of $1million for 6 month period, different kind of promotion tool can be used according to the following allocation: Advertising $0.40 million, personal selling $0.20 million, public relation $ 0.18 million, direct marketing $0.10 million, sales promotion $0.12 million. More spending should be made towards advertising as advertising is a very good form of informing and persuading customers about a company’s products. It is a paid form of non personal promotion and presentation of goods, services and ideas by an identified sponsor. Advertising can be informative, persuasive and reminder. Creating an advertising strategy needs two major elements. It consists of creating advertising messages and selecting a media for advertisement. Public relation is another promotion tool which aims at building good relations with various publics of company by building up a good corporate image, obtaining publicity, handling off unfavorable stories, rumors and events. Several tools can be used for public relation like news, speeches, special events, written materials, audiovisual materials, corporate identity materials, public service activities, marketing campaigns and social networking processes. Personal selling is an interpersonal arm of promotional mix. Through the process of personal selling, the sales people of a company communicate and create customer value through personal interaction with the customers. It is a form of personal presentation by the sales force of firm for the purpose of boosting up sales and to build relationship with