The objective is to coordinate messages delivered through all offline, or traditional, media as well as all online media, including Web ads, social media and email. IMC has four primary objectives: creating brand awareness, generating product interest, increasing the desire for products and prompting action in the form of a sale. How to Ensure the Effectiveness of an Integrated Marketing Plan. Advertising refers to any paid form of non-personal promotion of products or services by an identified sponsor. It is seems to be appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. This is because a pleased customer who will return and will remain their loyalty to the brand. PDF; Size: 2 MB . Although Starbucks is in the market or industry for quite a long time, but sales of each of every stores is their main focus to success. How to create an integrated Marketing Communication Plan This is the principles of how we live that every day. One way you can create desire is through a free trial of the product. It is also being regard and differentiate itself as more than just a coffee shop. Effective integration of such tools makes consumer engagement efficient. Yes we do want to sell something, but we can do that, only if people are aware of our product, know them well and have a positive attitude toward it. There are three main objectives of a promotional mix: Increase demand: These strategies are used during the product life cycle in order to increase sales. Looking for a flexible role? The Seattle-based corporation name is comes from Herman Melville’s Moby Dick which is a classic American novel about the 19th century whaling industry. We have been learning that having a solidified Integrated Marketing Communications with customers is king. Here are … This is how they differentiate themselves from the competitors. Integrated marketing communications (IMC) sounds like a complicated theory, but it’s quite simple. IMC keeps your brand in front of customers, reminding them of who you are and what you do. The beverage includes chamomile, mint blend, English breakfast, earl grey and green tip. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. Principles of effective communication are intended to achieve this … Marketing communication objectives are long-term goals where marketing campaigns are intended to drive up the value of your brand over time. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Advertising on Facebook, twitter, in store posters or chalkboards and sending out emails are the examples of Starbucks direct marketing. Starbucks also provides a superior level of customer service to their customer therefore a high degree of customer loyalty can be build between Starbucks and customers. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. We’ve already given you a pretty in-depth insight into what an integrated marketing communications plan is, but sometimes the best way to expand your understanding of a subject, is to see some examples. The instant coffee market in Malaysia is an attractive marketplace to go into the growing coffee culture locally and Starbucks has launch a new instant coffee product that is uniquely placed against its competitors. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … Raspberry blackcurrant Frappuccino blended beverage and mango passion fruit Frappuccino blended beverage are the blended juice that with a refreshing combination of fruit juice and Tazo Tea blended with ice. Download Full PDF Package. While marketing has the objective to choose markets that have the capacity to purchase a product, advertising, on the other hand, is the paid communication through … This is the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. The new Samsung flagship smartphone will be marketed as high-end, most-preferred gadget by media influencers, and must-have accessories or digital items for the 18-36 years old, earning $50,000 annually. Marketing Communication Objectives. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. Further, this is an excellent time to set up and encourage repeat purchases. IMC has four main marketing objectives: awareness, interest, desire and action. In addition of the beverage order, customer can customize their own drink by adding foam, milk, espresso shots, syrups and whipped cream. Integrated Marketing Communication Plan Vodafone. The aim is to have all the channels work in aggregation rather than seclusion. Do you have a 2:1 degree or higher? This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. This is done through advertising, personal selling, sales promotion, and/or public relations. This project is a combined effort to share what we’ve learned about the Integrated Marketing Communications and how Amazon has implemented it effectively. Simple Integrated Marketing Communications Plan Example. The ultimate objective of successful marketing communications is to cut costs. This is accomplished through truly integrating a customer-centric strategy. IMC makes sure that irrespective of the delivery channel, the message does not change. Real Estate Communication Objectives. In order to achieve this goal, Starbucks Company increase market share in the existing markets and open new stores in new markets. There is a community website like Facebook is created by Starbucks. It is means that customer had try on the Starbucks beverage and spread it to their friends, family and etc. from Cardozo. *You can also browse our support articles here >. 19. Objectives of Integrated Marketing Communications 1 Provide information: provide necessary information for consumers to help them make buying decision. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Details. Think of this as the bridge to making a sale. Various tools of IMC like advertising, direct marketing, sales promotion, personal selling and public relation make brand promotion schematic. A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those … The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … The purpose of this paper is to highlight, using documenting studies on the specialty literature, the influence that one has the integrated marketing communication on consumer buying behaviour. Starbucks used some of the IMC program to push the sales of the stores throughout Malaysia. Conclusion – marketing vs integrated marketing communication (IMC) In conclusion, it can be asserted that integrated marketing communications is very important in today’s competitive world. This can help to quench customer thirst and find the refreshing relief in one the beverage. With this campaign, Nike tapped into the spirit of … c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Most of the Starbucks news are released or issued three months before the product is launched. The main idea behind all of the integrated marketing communications and media strategy will be to deliver the message to the customers. affect the behavior of the targeted audience. Technology has increased the avenues available for advertising and other marketing campaigns. Integrated marketing communication revolves around coordinated messages and consistency in delivery. IMC Tools. The Starbucks main IMC objective is create brand awareness. Which of the following is NOT a key feature of IMC? Starbucks also utilizes direct marketing as their current IMC strategy. A. One of the main objectives of IMC is building attention and awareness for your brand. This mix consists of the different channels you will use to reach your customers. This can refer in appendix table 1. Integrated marketing allows this relationship-building to occur in a way that’s natural and mutually beneficial to businesses and customers alike. It is a stored-value card for customers to use and reload. Some special cool beverage are iced caramel macchiato, iced caffe mocha, iced caffe latte, iced Americano, iced coffee, tazo iced tea and iced chocolate. Thus, organisations have acknowledged the increasing importance of applying the integrated marketing communication (IMC) approach in their marketing strategy. A short summary of this paper. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Put plainly, it's a style of communication that integrates all of a brand’s messaging into one unified tone. It is also create the same kind of coffee at home to get a consumption experience that matches the one at Starbucks. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. This objective is not so much about making sales, but building relationships and convincing your target customers to interact with your brand. Free PDF. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. The objective of the marketing plan needs to be clear. Strong relationships translate into customer loyalty. Guide: Integrated MarketingWhat is integrated marketing?Who implements integrated marketing?How is an integrated marketing plan developed?What types of careers work with integrated marketing strategies?How can a marketing school help you succeed?Is the whole really greater than the sum of its parts? Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. Customers can easily switch to other brand when one thing turns them down. IMC takes a company’s various promotions and ensures that they follow a distinct, unified style which results in marketing efforts that are consistently recognizable to customers. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. Furthermore, the only form that Starbucks using now for their advertising of IMC strategy publicly is press release on their website. It is one of the public relations or mass media that Starbucks presented online their information and updated news. Purchase intentions are not valid communication measures. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. Most of the customer walk in to Starbucks store to chit chat or meet up more than work. 3 Communicate value: convey a product’s benefits in a memorable way 4 Communicate product … The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. Blogs and other content into their IMC approach as a prelude to developing a personal brand program... The target market of Starbucks products and services through a sponsoring organization company! 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