We're here to answer any questions you have about our services. This can refer in appendix table 1. 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. Marketing communication objectives are long-term goals where marketing campaigns are intended to drive up the value of your brand over time. These integrated marketing communications will be adopted to accomplish the marketing and communication objectives of this plan. How to create an integrated Marketing Communication Plan This is the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. marketing.trinity.edu. 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 … Customers can easily switch to other brand when one thing turns them down. Starbucks introduced the Starbucks card for the customers. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. All work is written to order. It is also create a “community atmosphere” among premium coffee lovers. Starbucks also utilizes direct marketing as their current IMC strategy. 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. Starbucks services also include the creation of a very cozy, home-like atmosphere that invokes social interaction. Integrated Marketing Communication Plan Vodafone. Ideally, potential customers would see one of your brand’s blog or social media posts and immediately recognize who wrote it. This is because a pleased customer who will return and will remain their loyalty to the brand. Download. 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. VAT Registration No: 842417633. This offers customer better and greater convenience when they make a purchase at any Starbucks store in Malaysia for their beverages, foods and etc. All this products are quite popular that ordered frequently by customers to go with a cup of Starbucks coffee. Online advertising includes social media campaigns in addition to internet ads. This is the principles of how we live that every day. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. 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. The most effective campaigns will incorporate as many forms of media as possible in order to rea… An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). Commencement of Nike’s success was with its “Just do it” campaign. INTEGRATED MARKETING. Integrated marketing communication revolves around coordinated messages and consistency in delivery. There is a wide range of products choices in Starbucks Malaysia stores. Reference this. Starbucks is in a growth market of the specialty coffee industry, it has a good relative overall position that it is playing now. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. It is a place where Starbucks can collect suggestions and feedback from customers. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. CHAPTER 2 Enhancing Brand Equity and Accountability 21. Starbucks has an innovative idea for their coffee creations, from a hot Caramel Macchiato to a Java Chip Frappuccino. In addition of the beverage order, customer can customize their own drink by adding foam, milk, espresso shots, syrups and whipped cream. 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. A marketer while devising and formulating the IMC plan has to consider all these important aspects. Again, the objective of IMC is to build strong, long-term relationships with customers, not trick them into buying one-time products. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Integrated Marketing Communication Plan for Penetrating the U.S. Market Example. The benefits of integrated marketing communication Every marketing campaign will be different - from the overarching objective, through to the content, media and call to action. Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. IMC helps people recognize your brand across media. Forging a genuine, lasting relationship with customers is the ultimate way to gain trust and ensure long-term sales. Starbucks focused on utilizing their current customers to attract new ones. Study for free with our range of university lectures! The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. All this beverage is made with different kind of the ingredients and mixed together become another delicious beverage to be served for customer. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. Advertising and Promotion - Integrated Marketing Communication. This objective is not so much about making sales, but building relationships and convincing your target customers to interact with your brand. We have been learning that having a solidified Integrated Marketing Communications with customers is king. 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. Markets throughout the globe have become more complex and sophisticated, and it has become complicated for marketers to reach their target markets through direct traditional marketing. The important thing is before we start designing our marketing communications campaign we should clearly set our communications objectives. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. Budgeting and allocating right resources for promoting products and services through integrated marketing communication plan are of utmost importance. In this team assignment report, we had chosen Starbucks Company as the title for Integrated Marketing Communication research. Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. Customers are presented with a similar tone and style that reinforce the brand’s core message. 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. if these aspects and challenges are overlooked, then it could negatively impact the overall marketing strategy of the organization. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … 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. Starbucks is the third place between work and home where most of consumers agree for this statement. This is because it is a neighborhood gathering place that is become a part of the daily routine in our life.Quality is the key goal for Starbucks company that both in product and experience. The integrated communication strategy is built to establish the positioning of the product and to back communication objectives (Mihart, 2012a). Details. To make this most effective, management must understand the characteristics of audiences, messages and media. Next, Starbucks focused on promotion strategy that has intimate communication strategy relates to consumers at a personal level. Purchase intentions are not valid communication measures. business objectives (specific, measurable, actionable, realistic, time-bound) as a prelude to developing a personal brand marketing program. This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. You can also communicate information about the product to your would-be customers. Various tools of IMC like advertising, direct marketing, sales promotion, personal selling and public relation make brand promotion schematic. An example of this is guaranteeing your product for 30 days. Here the objective of marketing can be achieved by using sales and marketing means to improve sales and growth of the company. Make the company’s presence felt in the restaurant sector. Integrated marketing communication increases the visibility of the brand and also enables customers to remember the brand whenever they go out for shopping. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. These two criteria are critical to integrated marketing communication. The answer to this question will help us identify our communications objective. “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. Creating an Integrated Marketing Communications plan can be decisive for the organization as there are number of challenges that need to be addressed. Marketing Communication Objectives. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. P1 Evaluate different types of marketing channels and how they serve communication objectives within an organization context. This paper. It has operated its business from a coffee bean seller to one of the world’s most familiar coffee houses. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. 3 Communicate value: convey a product’s benefits in a memorable way 4 Communicate product … Guide the recruiter to the conclusion that you are the best candidate for the integrated marketing & communications job. Objectives of Integrated Marketing Communications 1 Provide information: provide necessary information for consumers to help them make buying decision. Copyright 2021 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. Starbucks avoid television commercials, radio station commercials, magazine ads, banners ads and etc. Integrated Marketing Communication Plan Vodafone. Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. IMC makes sure that irrespective of the delivery channel, the message does not change. Download Free PDF. 20. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. A. It helps to know the customer demands that what type of product is needs to be devoted in what area? A consistent brand voice helps build stronger relationships with consumers. The Starbucks main IMC objective is create brand awareness. Download with Google Download with Facebook. Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. Principles of effective communication are intended to achieve this … 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. Having a unified communication approach lets customers get to know you and see what you have to offer. Starbucks also has a presence in social media. File Format. Beverage is the main product in Starbucks store. Starbucks in Malaysia of the named of Berjaya Starbucks Coffee Company Sdn Bhd is a company that jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. Starbucks more emphasized and focus their advertising on “word of mouth” strategy. PDF; Size: 2 MB. 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 … One way to incite action is to reduce the consumer’s purchase risk. Starbucks should not only concentrate serving their existing customers but also come out with some marketing plan to attract their new customers. The ultimate goal of integrated marketing communications is to ____. Here are … This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. The friendly staff of Starbucks, bustle of customers and the relaxing background music in the shop has make them position its brand as a lifestyle of choice that people willing to spend time in that away from work and home. Nek Arik. Most of the customer walk in to Starbucks store to chit chat or meet up more than work. This means that consumers will identify positively with the brand, and prefer to buy habitually from the organization (as opposed to the competition). 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. 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. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. Strong relationships translate into customer loyalty. Registered Data Controller No: Z1821391. Integrated marketing communication revolves around coordinated messages and consistency in delivery. PDF. An Integrated Marketing Research strategy will be included to promote the company, product range or product and improve on the current strategies used. It is seems to be appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. In contrast to sales promotions, which are short-term inducements to buy, communication goals succeed when you persuade customers through consistent reinforcement that your brand has benefits they want or need. In this lesson, we will identify what integrated marketing communication (IMC) is and how businesses can use it effectively. This is done through advertising, personal selling, sales promotion, and/or public relations. The Starbucks main IMC objective is create brand awareness. 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. She is a small business owner who has created content for Bank of America, H&R Block, CNBC, AOL and many more. Once the customer knows how much value your product provides, they will be more comfortable paying for it. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. Reviewed by: Michelle Seidel, B.Sc., LL.B., MBA. in Business from Fordham University and her J.D. 2) The Marketing Objective is to increase the market share of our X brand of the product by 25 percent by September 2019. The refreshing treat of beverage creates smoothness effect to customer. Most of the time, we believe that, objective of marketing communications is to sell something. AAAA. Further, this is an excellent time to set up and encourage repeat purchases. MMC Learning: Marketing Communications: What is IMC? These two criteria are critical to integrated marketing communication. Frappuccino blended beverage is a special drink in Starbucks store where customer can choose their favorite blended drink in coffee, crème or tea. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Company Registration No: 4964706. Starbucks should be better than any of the competitor. An integrated marketing communication plan needs to keep in mind the available resources and time to promote a particular product or service. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. A situational analysis of Starbucks Company and some of the objectives of IMC strategy should be included in the report. Marketing … Throughout the years, Starbucks has expanded its business in both locally and globally. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. Starbucks also offers seasonal specialty beverages to be served during the holidays such as the Gingerbread Latte and Peppermint Mocha. Think of this as the bridge to making a sale. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. This Starbucks card provides customers a lot of benefits and it can refer in Starbucks Malaysia website. In addition, increase the sales of the Starbucks company is one of the IMC objective. Most of the Starbucks news are released or issued three months before the product is launched. Which of the following is NOT a key feature of IMC? The eight major Integrated Marketing Communication tools are as follows:-Advertising. These changes include: A shift in dollars from media advertising to other forms of … It’s actually very simple. The relationship between customers and Starbucks should be long term and keep connecting it by get all the updated information, promotion and etc. Some special cool beverage are iced caramel macchiato, iced caffe mocha, iced caffe latte, iced Americano, iced coffee, tazo iced tea and iced chocolate. This is how they differentiate themselves from the competitors. In creating desire, you are trying to move your customers from liking your brand to deciding to make a purchase. This is also called as viral marketing. If a customer knows that they can return a product they don’t like, they are more likely to make a purchase. Details. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. 19. 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. In order to capture the splintered audience, marketing experts have encouraged employment of a comprehensive integrated marketing communications (IMC) strategy. Creating desire within your customer is usually done by elevating their perception of your product. affect the behavior of the targeted audience. The ultimate objective of successful marketing communications is to cut costs. 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