...ideas currently shaping our world. This is one of the key ideas that lies behind the current wave of outsourcing, as businesses concentrate their efforts on things they do well and outsource as much as they can of everything else. In this article we explain the idea and help you use it, on both corporate and personal levels. And by doing so, we show you how you can get ahead of your competition – and stay ahead. By using the idea, you'll make the very most of the opportunities open to you: • You'll focus your efforts so that you develop a unique level of expertise in areas that really matter to your customers. Because of this, you'll command the rewards that come with this expertise. • You'll learn to develop your own skills in a way that complements your company's core competences. By building the skills and abilities that your company most values, you'll win respect and get the career advancement that you want. Explaining Core Competences: The Value of Uniqueness The starting point for understanding core competences is understanding that businesses need to have something that customers uniquely value if they're to make good profits. "Me too" businesses (with nothing unique to distinguish them from their competition) are doomed to compete on price: The only thing they can do to make themselves the customer's top choice is drop price. And as other "me too" businesses do the same, profit margins become thinner and thinner. This is why there's such an emphasis on building and...
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... LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show that more than 120 million people choose to stay at hotels under this brand. They operate in different segments, offering...
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...audience-focused, communication planning process that aims to execute a brand communication program over time and this is achieved by coordinating different communication disciplines and integrating the creative content across different media. The aim is to achieve short-term financial gain and long-term brand equity. Since IMC is all about using different Media vehicles, the most effective one is Television; such as Reality television shows which has many benefits and contributions especially when it comes to creating a successful brand. There are two reality television shows that has been analysed from the first part of this assignment and they are: Keeping up with the Kardashians and My Kitchen Rules, which I will then discuss how it relates to branding. Brand equity is important to create and maintain as it is an intangible asset of added value as well as goodwill that will then result from the favourable image, impressions of differentiation and the strength of consumer attachment to brand name, company name or trademark. The stronger the equity the better it positions the company as well as its brand which is only often reinforced through advertising or even sponsoring. For example, Breville appliances command good quality kitchen appliances and represents higher price than the other brands as it is being used by the contestants of My Kitchen Rules. In other words, it is the value that attaches to a brand (Belch & Belch, 2004). Reality television shows is probably the...
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...Marketing Communication Capability and Brand Performance Sandra Luxton Swinburne University of Technology, Hawthorn, Australia Mike Reid RMIT University, Melbourne, Australia Felix Mavondo Monash University, Clayton, Australia Barney 2003; Wu 2010). Previous studies describe the IMC process as a marketing capability because it combines and converts tangible and intangible inputs into outputs (Ratnatunga and Ewing 2005; O’Cass and Weerawardena 2010). In this sense, IMC is a market-relating deployment mechanism that enables the optimization of communication approaches to achieve superior communication effectiveness, which has other downstream benefits (e.g., brand and financial performance). The development of an IMC capability is likely to be felt through better performing campaigns, which in turn result in improved brand outcomes such as market position and financial performance (Duncan and Mulhern 2004; Reid 2005). Given the competitive challenges facing most firms, it is vital that brand managers and their agencies identify and react to competition and growth opportunities rapidly by building and sustaining marketing capabilities strategically and linking these directly to organizational objectives (O’Cass and Weerawardena 2009). Despite much conceptual work around defining IMC and theoretical posturing about the value of IMC for brands, little research has been undertaken to illustrate its value as a capability and demonstrate its value to brands. To address these issues, this study...
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...to make this analysis accurate and reliable. If you have any further enquiry concerning any additional information, we would be very pleased to clarify that. Thank you. Sincerely yours, Executive summary: This report analyzes on how to create an effective IMC plan for the Dhaka Zoo. Dhaka zoo is largest zoo in Bangladesh situated in Mirpur, Dhaka. Because of some shortcomings such as mismanagement and frequent deaths of rare animals Dhaka zoo has started to loss its appeal. As a result Dhaka zoo is losing its visitors and its revenue is decreasing frequently. By creating an IMC plan, this paper aims at identifying and analyzing the factors that will motivate visitors for visiting Dhaka Zoo. First of all, we have created a mission and vision statement and also a catchy tagline for the Dhaka zoo. Then we have set our strategic goals and objectives in which the main objective was to regain the lost glory of the Dhaka zoo. We did a market analysis and tried to do the positioning of the Dhaka zoo in a effective way. Our target market is mainly the children between the ages of 5 and 15 as well as their families (by association). Then we have set our communication and marketing objectives which include creating a strong brand image in the current market, developing an integrated advertising campaign, developing the...
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...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence appropriately...
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...different communication methods and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005). It is a vital obstacle that customers have no accurate and impressed cognition for the company and its products. Based on the shortcoming of traditional marketing communication, the concept of integrated marketing communication (IMC) has become a popular idea in the field of marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing communication is to influence the customer‟s concept of value for the company and/or its products. Compared with traditional marketing communication which is a part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them‟ . The appearance of IMC has been one of the most meaningful instances of turnaround in the marketing discipline. IMC has opportunities to undertake effective marketing communications by integrating all kinds of marketing communication tools that work in synergy together...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers...
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...--------------------------------------3 IMC Overview----------------------------------------------------------------------------3 Digital Technology Means That Content Creation Is No Longer Exclusive To Media Firms and Marketers---------------------------------------------------------6 Convergence as Glue---------------------------------------------------------------6 The Digital Media------------------------------------------------------------------8 Major Issues Facing Marketers---------------------------------------------------10 Brand engagement------------------------------------------------------------------10 Conclusion----------------------------------------------------------------------------------11 References----------------------------------------------------------------------------------12 Introduction Integrated Marketing Communications, or IMC, basically refers to the process of combining all the tools used in advertising so that they can function together. Promotion, one of the marketing mix’s 4 Ps, has its own combination of communication elements. All of these elements operate better if they are combined together than when they are used in isolation. Their functions are improved when integration incorporates more than the essential communication tools. There are other kinds of integration like vertical and horizontal integration. Horizontal Integration can happen across business functions as well as...
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...logistics…………………………………………………………………………..4 Operations…………………………………………………………………………………5 Outbound logistics………………………………………………………………………...5 Marketing and sales……………………………………………………………………….5 Services……………………………………………………………………………………5 Support activities………………………………………………………………………….6 Procurements………………………………………………………………………………6 Technology development………………………………………………………………….6 Human resource management……………………………………………………………..6 Infrastructure………………………………………………………………………………7 Conclusion………………………………………………………………………………...8 References…………………………………………………………………………………9 Executive Summary Toyota, Indus Motor Company is chosen to be analyzed in the report. As well as the value chain activities are influenced by the system of information, the report made is going to analyze how the car manufacturer Indus Motor Company derives value from the system of the information. The value chain process, instead of value chain activities is also investigated By using value chain analysis, the salient activities done by Toyota to achieve the company’s competitive advantage are analyzed critically. The competitive advantage, of course, is for creating and delivering customer value therefore are very important for the company Therefore the analysis below also will be covered in discussing about how they run in the business that will give the largest value to Toyota to form, gain and maintain its competitive advantage. About what is running by the business, it includes analysis on whether the activities Toyota has...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer...
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...Imc Strategy Assessment AMN 401 IMC Strategy Assessment [pic] Table of Contents 1.0 Message Review 2 1.1 Current Message Strategy 2 1.2 Message Effectiveness Critique 2 1.3 Proposed Message Strategy Adjustment 3 2.0 Channel Review 4 2.1 Channel Integration Grid 4 2.2 Channel Effectiveness Critique 5 2.3 Proposed Channel Strategy Adjustments 5 3.0 Target Segmentation 6 3.1 Geographic Segmentation 6 3.2 Demographic Segmentation 6 3.3 Psychographic Segmentation 6 3.4 Behaviouristic Segmentation 7 3.5 Benefit Segmentation 7 3.6 Target Market Description Statement 7 4.0 Competitor Profile 9 4.1 Competitive Framework 9 4.2 Competitor Analysis – Offerings and Communication 9 4.3 Completive Advantage 10 5 Campaign Development 11 5.1 Competitive Consumer Benefit Statement 11 5.2 Message Strategy Statement 11 5.3 Message Strategy Approach 11 6.0 Media Strategy and Testing 12 6.1 Company Contacts 12 6.2 Customer Contacts 12 6.3 Intrinsic Contacts 12 6.4 Unexpected Contact 13 7.0 Reference 14 1.0 Message Review 1.1 Current Message Strategy Coca-Cola Company, the giant in world-wild beverages market, mainly uses the concept planned messages. More details, they use the advertising and public relationship spread their brand image, as well as the related information. In 2011, they built strong momentum toward their 2020 goal of doubling their business over the course of this decade. Since then, “Inspire creativity, passion, optimism and fun” is their main tagline...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...Integrated Marketing Communications – the case of Coonawarra Rob van Zanten, J ohan Bruwer and Karen Ronning F UNDAMENTALLY, Integrated Marketing Communications (IMC) refers to the process of integrating and coordinating the various communication elements commonly known as the ‘promotional mix’. The promotional mix is usually considered to consist of advertising, sales promotion, personal selling and public relations, although some marketers may add other elements such as publicity, direct marketing or sponsorship as major components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production-type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on average about three and a half...
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...Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY CAMPAIGN FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani 2 ABSTRACT The target purpose of this report is to build an Integrated Marketing Communications (IMC) program for TRESemmé, which is a long-standing American brand that has recently appeared in Vietnam. In this report, we focus on IMC strategic plans for creating TRESemmé’s recognition and expand brand awareness in Vietnam market. We gathered information on the Internet and using our knowledge from Integrated Marketing Communications class to complete our assignment. Thanks to the report, we have the opportunity to apply theories in real situation, learn more about integrated marketing communications and know how to plan IMC stategies for a specific brand. 3 ACKNOWLEDGEMENT We would like to convey our heartfelt gratitude to our lecturer - Ms Kieu Van, who provides knowledge of marketing communications as well as instructs us to complete report. Moreover, we would like to convey sincere thanks to all group members for trying their best to finish the report. Even though we have so many difficulties in applying knowledge in actual work or...
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