...IMC and Customer Satisfaction IMC and Customer Satisfaction Beverly Gillem Dr. Dotty Heady Marketing Management August 19, 2013 Discuss the Company’s Advertising Strategy and How It Aligns With Its Marketing Goals BB Barbeque & Bakery will be a full service restaurant specializing in smoked and barbequed ribs, smoked brisket, chicken and salmon. It will also have a small bakery department that will specialize in southern style biscuits, rolls, and cornbread, in addition to several varieties of cakes and pies. Our advertising will portray our business as a provider of quality, homemade, “Oklahoma style”, fresh, meals with take-out and wholesale options. Our Integrated Marketing Communications (IMC) blends a number of “promotional tools and communications/marketing/advertising services and techniques to maximize profit.” IMC is a super achiever when the message to the consumer is “concise and consistent and engages the familiarity with the consumer. “ Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty.” Techopedia explains Integrated Marketing Communications (IMC) as a combination of several marketing and advertising concepts and theories that cam be complex because it has many working component. IMC advantages are cost containment, increased communication between departments...
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...Marketing IMC and Customer Satisfaction The purpose of this paper is to expand on our previous business plan and marketing strategies for our hypothetical business venture. In this paper, I will provide a comprehensive examination of the goals and objectives of our marketing plan and discuss how the performance of the marketing plan can be measured. In addition, this assessment will discuss how additional promotional strategies such as “word of mouth” and automated messaging can benefit the company. This paper will compare several non-traditional promotional techniques and compare them with some conventional marketing strategies to evaluate their potential strengths and weaknesses. This examination will also discuss how to handle potential problems that may arise due to miscommunication and fluctuating customer expectations of our products and services. Our final marketing plan will incorporate all of these factors, which will help us create policies and procedures that will help the firm avoid potential conflict with customers and maximize growth and revenues. As discussed in our previous papers, we are assuming that we are operating a tutoring company in which we send our tutors to our clients’ homes to help them prepare for a variety of academic related examinations. Our professionally trained tutors work closely with our clients and their families to help them with organization, test preparation, and general study skill techniques. The product that we are selling...
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...IMC and Customer Satisfaction MKT 500 IMC AND CUSTOMER SATISFACTION Nu Care’s value must be viewed in two ways. First, the customer, what do we offer that they will recognize as a value? Second, the retailers, to purchase, distribute, and market Nu Care products. In order to grab the attention Nu Care’s marketing team has adopted to use Integrated Marketing Communications. With the use of IMC Nu Care will be able to choose the appropriate outlets to market their products and learn the benefits of media sources. The customer is being bombarded with propositions from other skincare companies(Promotion & Advertising Strategy, n.d.). Most are somewhat mysterious and expensive making it difficult to find what works for the skin and why. The customer is unclear how to choose the correct products for themselves so combining a simple approach to offer product knowledge, a distribution strategy that insures availability, a pricing proposition that puts Nu Care at the lower quadrant of the expensive brands and a quality brand image for Nu Care, this will create a compelling value proposition for the targeted consumer(Promotion & Advertising Strategy, n.d.). Nu Care’s multi-channel distribution strategy will insure the customer easy access to the product when and where they need it. This paper will discuss Nu Care’s advertising strategy and how it aligns with its marketing goals, Determine how the effectiveness of the advertising will be measured, the different...
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...IMC and Customer Satisfaction Dr. Brett Gordon Marketing Management MKT 500 August 26, 2012 IMC and Customer Satisfaction Denim Haven is a clothing retail store that will offer numerous of denim options for women of all shapes and sizes. The goal of Denim Haven is to provide a one stop shop for all denim needs and make every shopper feel satisfied with their purchase. This paper is going to focus on the advertising strategy and its effectiveness. It will also look into promotional strategies that Denim Haven can look to use as well as the best marketing research approach to gain the most satisfaction from customers. Finally the paper will discuss how to handle gaps in customer expectation and experiences. Advertising Strategy The goal of Denim Haven is to have their product widely available to every woman. The target market is women of all shapes and sizes and there are women all over the world. With the target market and goals established a sound advertising strategy needs to be developed. Advertising is the process where businesses develop ideas to present to consumers the benefits of their products and services. No matter the size of a business the advertising strategy is going to play a large part in the success of the business. Being creative and having the proper focus towards the target market is going to be key. The first thing Denim Haven needs to do in its advertising strategy is build customer awareness for their product...
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...IMC and Customer Satisfaction Strategy Running Head: IMC and Customer Satisfaction Strategy MKT 500 Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Professor Thomas L. Matula, Ph.D November 27, 2011 IMC and Customer Satisfaction Strategy 1 Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Advertising is important in any line of business. Advertising is how a business makes money and stay strong. There are many different ways to advertise a business and the advertising methods should fit each category being targeted. If the appropriate advertising method is used it could possibly add more customers which would increase the revenue. There are other things important when it comes to advertising such as monitoring if the advertising methods are working and also keeping track of customers’ experiences and how they feel about the product or service being offered. In this report, Cupcake Jewel’s advertising strategy, the effectiveness of advertising, promotional strategies, approach to measuring customer satisfaction, and how gaps in customer expectations and experiences will be handled will be discussed. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Advertising Strategy Cupcake Jewel has a certain market that is targeted and the advertising strategy is based on each of the targets. The targets are different so therefore the advertising strategy for each one varies. Cupcake...
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...communication used to announce target customers and stakeholders and persuade the potential market, to choose the company and its products (TĂLPĂU, 2014). Marketing communication has a variety of means of communication, which includes advertising, sales promotion, personal selling, direct marketing, and public relations. Customers receive diverse messages about the company and its products from 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...
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...Running head: IMC IMC Agency Definition of an IMC agency: What is an IMC agency? Integrated Marketing Communication makes use of various methods for transferring information. All the ways are very well interconnected with each other. It helps to maintain a common essence in the message to be delivered. The core belief behind the interconnection of all the communicating methods is to magnify the impact of the message. Along with the increase in impact, it also helps in increasing the range of the target audience. All the techniques work better in consonance than when they perform alone. All those advertising agencies which blend all the promotional techniques together and make use for branding are termed as Integrated Marketing Agencies (Journal of Advertising research, 1997). These agencies provide creative marketing services which ensure that the marketing budget of the client is efficiently utilized. The IMC agencies provide services either in any specific marketing field or fully integrated strategic marketing service. The structure of these agencies depends on the range of skills and services which they provide to their clients. If the agency is large, the specialist employees are recruited and if the agency is small they employ generalists (Yeshin, 1998). Organizational structure of an IMC agency and their personnel IMC agencies coordinate all the marketing communication tools and sources available in the company into a flawless program which effectively utilizes...
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...Final Project (MKT-619) Whose Guidance and instruction Helped and encouraged me at every Stage of this Project. I will ever memorize this Great personality. I am also Grateful to my honest and sincere friends who provided me suggestions when ever I needed iii EXECUTIVE SUMMERY The background of the project is to analyze Brand loyalty of Toyota Corolla and Honda City Cars that success in the Car Market. I will find out the reasons and factors those make them strengthen and Strong position in the market for that I decided to work on it. For that we must need to very closely and detailed overview of the company. Common perception about Toyota Corolla and Honda City is that both companies have been fulfilling the perceive value of the customer, the price paid is much reliable against the value, in my research work; I will identify how much strong these arguments? What the reason are behind to successfully fulfill the perceived...
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...5. Internal marketing. Employees as internal customer are important as external because they who deliver the service and business vision and values. So, we should aligned employee values with customer values to get progress “the more the values of the staff and consumers concur with brand values the more likely the brand is to succeed.” (Walton Hall & Milton Keyenes, 2000). Thus, we have to work on the same values and make it easy for our staff as well. In other words, the Internal Marketing concept deeply aim to treat employee like customers and connect them emotionally with the brand "internal marketing is used to refer to the activities an organization must implement in order to woo and win over the hearts and minds of its employees...
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...The High Benefits Internet Marketing Framework through Customer Experienc Nai-Wen Kuo1 1 An-Yi Liu1 Graduate Institute of Information Management, Chinese Culture University (Eric and Ferry,2001 Riyad and Myfanwy, 2002 Roger, James and Ghada,2003 Kuo and Liu,2005 ) 1 Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality. 4 Richness Multimedia and information can become vivid. Abstract This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, this making a more successful customer relationship management and customer experience on internet marketing can be achieved. Furthermore, we make the application of internet marketing will be more extensive and convenient. Keywords: Internet Marketing, Customer Experience, E-brand, Integrated Marketing Communications. 3. Integrated Marketing Communications ntegrated Marketing Communications (IMC) is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s...
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...2pm | Content 1. Introduction 3 2. Situational Analysis 4 2.1 PEST Analysis 2.2 SWOT Analysis 2.3 Current IMC Analysis 2.4 Competitors Analysis 3. Marketing Strategies 9 3.1 Marketing strategies 3.2 Target Market 3.3 Campaign Objectives 4. Campaign 11 5.1 Theme, Message and Brand Values 5.2 Promotional Tools 5.3 Campaign Budget 5.4 Schedule 5.5 Evaluation 5. Appendices 17 6. References 23 1. Introduction Lidl was founded in Germany as a grocery wholesaler in 1930. Its first shop in the UK opened in1994 and has grown to over 500 shops. This report outlines Lidl’s Integrated Marketing Communications (IMC) plan to raise brand awareness, customer satisfaction and to increase the company’s market share. It is also the start for a new era by introducing an online shopping service which is absolutely crucial to stay competitive in the UK’s grocery industry. Furthermore, by extending Lidl’s Deluxe range the company is responding to the shift in buyer behaviour where more and more middle income shoppers are going to Discounter because of the current economical situation. This report is divided to three parts. The first part shows the PEST, SWOT, Competitors analysis and an overview of Lidl’s current IMC strategy which reflect the company’s current situation. In the second part, this paper outlines the marketing strategies and the...
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...Majalah MARKETING – IMC / NOVEMBER 2008 Belajar dari Amazon.Com Situs ini berhasil memanfaatkan teknologi internet untuk membangun customer datkaabase dan berkomunikasi secara efktif dengan para pelanggannya. Bagaimana kisahnya? Media komunikasi saat ini berkembang dengan pesat. Terkait dengan itu, Integrated Marketing Communications (IMC) menawarkan konsep dalam mengelola seluruh bentuk dan media komunikasi secara efektif. Para marketer dianjurkan memanfaatkan media-media komunikasi yang tersedia untuk menghubungkan perusahaan dengan pelanggannya seerat mungkin. Tentunya media yang digunakan haruslah dipilih supaya bisa menjadi media yang terbaik untuk dapat menjangkau pelanggannya. Semua komunikasi bekerja bersama-sama sebagai suatu kekuatan yang terintegrasi, dan tidak bekerja sendirisendiri. Pada akhirnya, IMC bertujuan mendapatkan tingkat Return on Investment (ROI) terbaik serta merek yang kuat dan bernilai tinggi. IMC fokus untuk mengendalikan semua bentuk komunikasi yang disebarkan perusahaan kepada publik agar semua informasi itu tidak bertabrakan satu dengan yang lainnya dan malah membuyarkan informasi utama yang ingin disampaikan perusahaan. Perusahaan yang andal dalam menggunakan IMC adalah perusahaan yang fokus untuk menyediakan informasi yang sesuai dengan kebutuhan pelanggannya—masing-masing pelanggan berbeda dan mereka semua bisa mendapatkan informasi yang relevan dengan kebutuhan mereka. Salah satu perusahaan yang piawai dalam menerapkan IMC adalah Amazon.com...
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...IMC and Customer Satisfaction Katherine Clay Marketing Management May 28, 2012 Dr. Eva M. Ananiewicz Strayer University Abstract This paper will discuss the IMC (Integrated Marketing Communication) and Customer Satisfaction. The paper will also deal with advertising strategies and the correlation with our marketing goals and the effectiveness of the advertisement utilized. We will also look at promotional strategies utilized in addition to the advertisement. The paper will measure customer satisfaction regarding our product/service(s) that we provide in addition to determining how gaps in customer expectations and experiences need addressing. Advertising Strategy Alignment with Marketing Goals Our advertising strategy is geared toward consumers/customers who have a need for our product/services either short term or long term. The marketing goal has always been to deliver quality products/services to our customer. Our main activity is renting items to consumers who have a need, whether the item is a PC, furniture, entertainment system, moving truck, or appliance/furniture dolly. The need can be long term if a theft of the PC or lap top has occurred or it can be a short-term rental due to repair or intent to own the product. Both item and need deals with behavior of consumers and often the goal is repeat business, loyalty to the product and service offered. Determining Advertising Effectiveness ...
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...huge. You will never get out from Forest Spirit Restaurant hungry. Vision Five years from now, Forest Spirit Restaurant will be the most popular restaurant in the Middle-East by consistently providing the combination of the largest meal, perfectly prepared and outstanding ‘friendly’ service that creates an extraordinary dining experience. Mission Building a Customer Relationship and loyalty. Segmentation Demographic Age (as illustrated in the graph) Age range from under 18 to over 65. Population By Age (6th-October area) Under 18 18 -24 25 - 44 45 - 64 65 and Older Education and job types Highly Educated(University Graduated), Juniors and senior employee. Marital status Single , Empty nesters couples, Couples with young children. Size of household Small household (average: 4-members). Psychographic Lifestyles Dining out a lot. Fast food seekers. Social class Class B & C geographical 6th-October Citizens, mainly (For our 1st Year). People from other areas in Egypt and the MENA. Target market Youth (Age average 18 – 44 years old). Middle class (class B) customers. Highly educated people. Empty nesters and singles. Marketing strategies The 1st year for Forest Spirit Restaurant Objective:...
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...Name: Nikita Patel Course: Marketing Management DSI # 01433731 Email:niks_pat87@yahoo.com Assignment: Week # 4 Executive Summary Professor: Dena Hale Executive Summary: Kellogg's Mission Statement: Kellogg's is a global company which is committed towards long-term growth both in volume and profit. It enhances its worldwide leadership position by providing superior value nutritious food to their customers. Its organizational strategies can be classified as below. * Leadership in innovative products * Strengthening the company's seven largest cereal market. * Develops a focused organization * Strategy of continuing to reduce the costs. Introduction: Breakfast is considered as the most important meal of the day. And the best choice among all is cereal breakfast which provides essential nutrients. Many people claim that skipping breakfast is the fastest way to lose weight. As they do not realize the importance of breakfast which is most important meal of the day.( Patanathabutr, Chaiyakal) Kellogg Company is a multinational producer for breakfast foods,snack,cookies and crackers. It is famous for the production of ready to eat breakfast cereals. The company operates in the Americas Asia Pacific, Europe, Middle East, and Africa. Its headquarters is at Battle Creek Michigan and employs around 30,277 people as of December 28,2013 Rice Krispies Cereal was introduced to Kellogg's company by Eugene McKay in 1927 and was released to the public in 1928. Rice...
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