Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. theseus.fi. Many businesses incorporate blogs and other content into their IMC approach as a means of providing value and expertise to customers. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. All this beverage is made with different kind of the ingredients and mixed together become another delicious beverage to be served for customer. Espresso, caffe Americano, caffe latte, cappuccino, caffe mocha, caramel macchiato and brewed coffee are under classic café latte category in Starbucks store. Attention and brand awareness drive more traffic to your site or store, giving you more opportunity for sales. Download Free PDF. Becoming a leading retailer and coffee brand is the Starbucks retail objective by selling their first quality coffees and related products to their target markets. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. How to create an integrated Marketing Communication Plan Simple Integrated Marketing Communications Plan Example. synergy. It is seems to be appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. Integrated Marketing Communication (IMC) involve coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers to deliver the same and consistent positioning and marketing message. If a customer knows that they can return a product they don’t like, they are more likely to make a purchase. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. Once the customer knows how much value your product provides, they will be more comfortable paying for it. Integrated marketing communication revolves around coordinated messages and consistency in delivery. Although the pricing of a Starbucks coffee is considered as an overpriced coffee but it brings people to Starbucks stores across the world in day and after day. File Format. Starbucks merchandise, like coffee mugs, and coffee in packages are the products that are not immediately consumed at the spot. The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. 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. PDF. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. Real Estate Communication Objectives. Advertising on Facebook, twitter, in store posters or chalkboards and sending out emails are the examples of Starbucks direct marketing. In addition of products, Starbucks also offers services beyond the stores such as Wireless Internet services and newspapers available for customers to enjoy while relaxing in the store. The important thing is before we start designing our marketing communications campaign we should clearly set our communications objectives. Next, Starbucks focused on promotion strategy that has intimate communication strategy relates to consumers at a personal level. Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. With this campaign, Nike tapped into the spirit of … 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. Integrated marketing puts the focus on ensuring that your messaging is consistent, regardless of the channel that is used as the vehicle to share the message. It occurs in a manner that is comprehensive and integrated … PDF; Size: 2 MB. The beverage includes chamomile, mint blend, English breakfast, earl grey and green tip. It’s actually very simple. 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 … The refreshing treat of beverage creates smoothness effect to customer. However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another. After forging relationships with your customers, gaining their trust and piquing their interest in your products, your last objective of IMC is prompting the customer to take action on a purchase. PDF; Size: 2 MB . The original idea of the term integrated marketing was to blur the lines that separate creative, media, television, radio, and print, according to Tony Wright, CEO of marketing firm WrightIMC, on Search Engine Journal. Starbucks services also include the creation of a very cozy, home-like atmosphere that invokes social interaction. Starbucks introduced the Starbucks card for the customers. Marketing Communication Objectives. “Integrated marketing communication is a way of looking at the whole marketing process from the view point of customers.” Brand promotion is an essential part of every business; it not only helps businesses to promote their product and services among the target customers but to sustain the cutting edge competition for long. Starbucks also has a presence in social media. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another. Customers just need to quick swipe the card when they purchase anything. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. The Integrated Marketing Communication programs include creative strategy, media planning strategy, broadcast media strategy, print media strategy, sales promotion strategy, public relation and publicity and etc. Download Full PDF Package. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. Guide the recruiter to the conclusion that you are the best candidate for the integrated marketing & communications job. The ultimate objective in identifying and building consumer perceptions into an integrated marketing strategy is engagement and loyalty. Encyclopedia of Business: Marketing Communication, Lumen: Determining IMC Objectives and Approach. Today, there are more than 17,000 retail stores in 55 countries connecting with customer everyday with the exceptional products. One way to incite action is to reduce the consumer’s purchase risk. in Business from Fordham University and her J.D. All this products are quite popular that ordered frequently by customers to go with a cup of Starbucks coffee. Every marketing campaign will be different - from the overarching objective, through to the content, media and call to action. IMC makes sure that irrespective of the delivery channel, the message does not change. This is also called as viral marketing. Starbucks is currently one of the top contenders and stiff competition in the coffee industry. Starbucks also serve an incredible variety of handcrafted coffee and espresso beverages. This is the principles of how we live that every day. It helps to improves internal and external communication. Frappuccino blended beverage is a special drink in Starbucks store where customer can choose their favorite blended drink in coffee, crème or tea. Starbucks should not only concentrate serving their existing customers but also come out wit… There is a wide range of products choices in Starbucks Malaysia stores. Furthermore, cool and chilling delicious beverages also selling in Starbucks store. communicate information about the product, Business Dictionary: Integrated Marketing Communication. c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. This name is created that reflected the quirky nature of the company’s founders. Starbucks is recognized as the most successful coffee chain store in the past few years. This Starbucks card provides customers a lot of benefits and it can refer in Starbucks Malaysia website. PDF. Promotional Objectives. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Study for free with our range of university lectures! This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. Starbucks set to be an outstanding and different kind of company which not only celebrated their coffee and the rich tradition but also brought a feeling of connection between people. IV. Purchase intentions are not valid communication measures. Marketing Strong relationships translate into customer loyalty. Download. Depending on your business, you may want to use some of the following channels. Integrated Marketing Communication Plan Vodafone. All work is written to order. Real Estate Communication Objectives. Starbucks did not have any roadside billboard banners that advertise their products and services. Objectives of Integrated Marketing Communications 1 Provide information: provide necessary information for consumers to help them make buying decision. 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. Creating an Integrated Marketing Communications plan can be decisive for the organization as there are number of challenges that need to be addressed. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Starbucks used some of the IMC program to push the sales of the stores throughout Malaysia. This is accomplished through truly integrating a customer-centric strategy. It has established itself as the world’s leading retailer, roaster and brand of specialty coffee in this industry. PDF. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! This mix consists of the different channels you will use to reach your customers. This can refer in appendix table 1. The communication objectives should be specific, measurable, achievable, realistic and well-timed. The relationship between customers and Starbucks should be long term and keep connecting it by get all the updated information, promotion and etc. The ultimate objective of successful marketing communications is to cut costs. affect the behavior of the targeted audience. The aim of this critical evaluation of the IMC campaign is to determine the use of Integrated Marketing Communications being used at Kentucky Fried Chicken (KFC) in order to create brand equity within KFC. A situational analysis of Starbucks Company and some of the objectives of IMC strategy should be included in the report. CHAPTER 2 Enhancing Brand Equity and Accountability 21. The ultimate goal is to make all aspects of marketing communication– advertising, sales promotion, public relations, direct marketing, personal … Think of this as the bridge to making a sale. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. Starbucks more emphasized and focus their advertising on “word of mouth” strategy. 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. 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. This means that consumers will identify positively with the brand, and prefer to buy habitually from the organization (as opposed to the competition). The impact of integrated marketing communication plan is obviously more as end-users see the brand simultaneously at multiple places. VAT Registration No: 842417633. This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. In the table 1, shown that it has the highest total net revenues, operating income and total stores opened in the year of 2006 as compare in between year 2002 to 2006. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. Our academic experts are ready and waiting to assist with any writing project you may have. 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? Starbucks has grown into an organization famous for its coffee houses, where customers can purchase food and beverages as well as packaged whole bean and coffee drinks. This is because a pleased customer who will return and will remain their loyalty to the brand. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The aim is to have all the channels work in aggregation rather than seclusion. In this team assignment report, we had chosen Starbucks Company as the title for Integrated Marketing Communication research. Starbucks Company story began in 1971 with a single store in Seattle’s Pike Place Market. 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. Another objective of integrated marketing communications is to generate interest in your products by informing customers of what differentiates your product or service from your competitors. This is done through advertising, personal selling, sales promotion, and/or public relations. 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. One of the main objectives of IMC is building attention and awareness for your brand. Premium PDF Package. Starbucks achieved a sales turnover of $7.8billion, an increase of 22% compare on 2005, and operating margin of 11.4%. This can help to quench customer thirst and find the refreshing relief in one the beverage. Sponsorships. Most of the time, we believe that, objective of marketing communications is to sell something. The main idea behind all of the integrated marketing communications and media strategy will be to deliver the message to the customers. 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. AAAA. 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. 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. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. 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. Eventually a product will reach its saturation point, at which time investing in sales will … Thus, organisations have acknowledged the increasing importance of applying the integrated marketing communication (IMC) approach in their marketing strategy. Effective integration of such tools makes consumer engagement efficient. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … Marketing communications (MC, marcom(s), marcomm(s)) uses different marketing channels and tools in combination: Marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. Creating desire within your customer is usually done by elevating their perception of your product. Starbucks has an innovative idea for their coffee creations, from a hot Caramel Macchiato to a Java Chip Frappuccino. The aim is to have all the channels work in aggregation rather than seclusion. In order to capture the splintered audience, marketing experts have encouraged employment of a comprehensive integrated marketing communications (IMC) strategy. We're here to answer any questions you have about our services. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. P1 Evaluate different types of marketing channels and how they serve communication objectives within an organization context. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … People can get a different kind of experience that one a regular barista would expect. Looking for a flexible role? Here are … INTEGRATED MARKETING COMMUNICATIONS PLAN A. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. It is also create a “community atmosphere” among premium coffee lovers. In this lesson, we will identify what integrated marketing communication (IMC) is and how businesses can use it effectively. This project is a combined effort to share what we’ve learned about the Integrated Marketing Communications and how Amazon has implemented it effectively. Integrated marketing communication revolves around coordinated messages and consistency in delivery. 2) The Marketing Objective is to increase the market share of our X brand of the product by 25 percent by September 2019. The Starbucks main IMC objective is create brand awareness. Starbucks is passionate about ethically sourcing each of the finest coffee beans, roasting them with great care and improving the lives of people who grow them. One company that has made extensive use of integrated marketing communications is Nike, a brand associated with athletic activities and sport. You can also communicate information about the product to your would-be customers. Details. In this lecture, we will elaborate on the types of marketing communications objectives. The communication objectives should be specific, measurable, achievable, realistic and well-timed. The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. 19. Besides that, sales promotions such as coupons are sent using online mailing list, as well as provided to their customers in Starbucks store about the informational pamphlets, brochures, flyers and cards are also included. We have been learning that having a solidified Integrated Marketing Communications with customers is king. In integrated marketing practice, the answer is undoubtedly yes. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Registered Data Controller No: Z1821391. IMC is the acronym for “Integrated Marketing Communications”, which is an integration of all the marketing tools, methods and approaches used by companies to ensure that a coherent message is presented to the customers that has the greatest influence on the minds of the customers. 2 Create demand for products: to stimulate people to desire what they do not have and inspire them to earn the money to acquire items. It is one of the public relations or mass media that Starbucks presented online their information and updated news. Marketing … Marketing Objectives. What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually? This let the high quality of Starbucks products and services speak for themselves. 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. The profits that generate from the sales could create a benefit for Starbucks staff as well. Tailor your resume by picking relevant responsibilities from the examples below and then add your accomplishments. An example of this is guaranteeing your product for 30 days. The concept of IMC has been around for close to 25 years and has attracted the attention of many people and marketing agents from all over the globe. This plan also addresses some of the issues and challenges surrounding developing, implementing and controlling the organization’s IMC program. Meaning – A SMART objective of marketing based on the growth perspective. To make this most effective, management must understand the characteristics of audiences, messages and media. 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