Mkt201 Integrated Marketing Communication For Assessment Answer
Questions:
The purpose of this short-term IMC plan is to further develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.
Based on your report findings in assessment 1 and your creative brief, you are required to design a 6- month IMC program for your product/brand that you have opted for in assessment-1. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
Answer:
Introduction
Integrated marketing communication is a marketing tool through which all the promotional activities of a company are linked together to achieve common marketing goals and objectives (Blakeman, 2014)
Adidas is a German multinational which produces sportswear like shoes, sports apparel and sports accessories (Adidas, 2018)
An IMC plan can help Adidas in synchronising all its promotional activities to achieve its strategic marketing goals(Belch, 2011)
Adidas is a German multinational which produces sportswear like shoes, sports apparel and sports accessories (Adidas, 2018)
An IMC plan can help Adidas in synchronising all its promotional activities to achieve its strategic marketing goals(Belch, 2011)
Marketing Communication Goals and Objectives
Following are a set of IMC goals and objectives set for Adidas
Use of extensive television and print
advertising, social media engagement and sponsorship of a major event to increase brand awareness (Walker, 2015)
Use of more persuasive advertisement by including product features so that sales can be increased by 5 % with in six months
To use various promotional tools like advertising, sponsorship, social media to remind and persuade current customers to repurchase (Percy, 2014)
Use of extensive television and print
advertising, social media engagement and sponsorship of a major event to increase brand awareness (Walker, 2015)
Use of more persuasive advertisement by including product features so that sales can be increased by 5 % with in six months
To use various promotional tools like advertising, sponsorship, social media to remind and persuade current customers to repurchase (Percy, 2014)
To increase customer interaction and online discussion about the brand through social media engagements.
To enhance overall customer understanding of what the brand has to offer through various media mixes
To improve traffic and footfalls in the retail outlasts as well as on the website
To enhance overall customer understanding of what the brand has to offer through various media mixes
To improve traffic and footfalls in the retail outlasts as well as on the website
Redesigned Message Key
Following are the major messages which should be included in Adidas’s promotional campaign
The promotional campaign should contain a clear message of ‘comfort with fashion’ for sports lovers
It should contain a clear impression about the originality and quality of the products
It should create an image that Adidas products are for those who need the feel of power, fashion and comfort
It should contain the message that Adidas is a Primmum high end brand (Kemme, 2018)
The promotional campaign should contain a clear message of ‘comfort with fashion’ for sports lovers
It should contain a clear impression about the originality and quality of the products
It should create an image that Adidas products are for those who need the feel of power, fashion and comfort
It should contain the message that Adidas is a Primmum high end brand (Kemme, 2018)
Target Audience
Adidas manufactures sportswear; hence, its main target audience should comprise of people engaged in any kind of sport.
Another target market for Adidas is health and fitness conscious people who like to run, jog and do exercises to stay fit.
People with sports lifestyle are also a target market.
Age group target for the company would be from 15 to 65 year old fitness conscious people (Springer, 2009)
Another target market for Adidas is health and fitness conscious people who like to run, jog and do exercises to stay fit.
People with sports lifestyle are also a target market.
Age group target for the company would be from 15 to 65 year old fitness conscious people (Springer, 2009)
Young, educated professionals and women who appreciate fashionable and trendy sportswear are also a target market
Adidas manufactures high end high quality products; therefore, major part of target audience would comprise of upper middle and higher income group people who can afford or aspire to have fashionable, powerful and quality sportswear (Adidas, 2015)
Adidas manufactures high end high quality products; therefore, major part of target audience would comprise of upper middle and higher income group people who can afford or aspire to have fashionable, powerful and quality sportswear (Adidas, 2015)
Marketing Communication Mix Choices
Communication mix options for Adidas
Television Advertising: Through this promotional tool Adidas can improve brand recall (Jaworski, 2018)
Television Advertising: Through this promotional tool Adidas can improve brand recall (Jaworski, 2018)
Advertisement in Sports and youth magazine- this will help in reminding and persuading the young, health conscious and sports loving people
Public Relations- Adidas should send mails, newsletter and messages to current and potential customers to build relationship and Inform them about upcoming events and product offers (Walker, 2015)
Public Relations- Adidas should send mails, newsletter and messages to current and potential customers to build relationship and Inform them about upcoming events and product offers (Walker, 2015)
Sponsorships- Sponsoring a sports event will help to enhance the company’s image as a premium sporting brand. It will also attract fashion conscious sports loving people, Sponsorship will also help giving huge publicity to the company.
Social media- The company should engage in dialogue and discussion with people on social media to generate feedback and reviews. This will help in increasing customer participation and customer engagement
Social media- The company should engage in dialogue and discussion with people on social media to generate feedback and reviews. This will help in increasing customer participation and customer engagement
Campaign Evaluation Methods
Marketing campaign success can be measured through following methods
Market Survey
A market servey can help in recognising the level of increase in brand awareness , customer attitude and response (Belch, 2011)
Market survey can be conducted by taking a sample of customers and administering a questionnaire to them with questions about the marketing campaign and their knowledge about it (Belch, 2011)
Market Survey
A market servey can help in recognising the level of increase in brand awareness , customer attitude and response (Belch, 2011)
Market survey can be conducted by taking a sample of customers and administering a questionnaire to them with questions about the marketing campaign and their knowledge about it (Belch, 2011)
Measuring Increase in sales- At the end of six months Adidas should measure the amount of sales volume and the among by which the sales has increased (Belch, 2011) This will help in measuring increase in percentage sales due to IMC. Increase in sales was one of the goals set for IMC. Hence this measurement will ascertain whether that goal has been met (Belch, 2011)
Monitoring pre and post traffic in retail stores and website
By monitoring the number of people entering the stores or website during campaign time will help Adidas in analysing the impact of the marketing campaign in creating curiosity and impression
This will help in analysing the customer base and assess the needs of potential customers This will also help in designing future marketing campaigns (Blakeman, 2014)
By monitoring the number of people entering the stores or website during campaign time will help Adidas in analysing the impact of the marketing campaign in creating curiosity and impression
This will help in analysing the customer base and assess the needs of potential customers This will also help in designing future marketing campaigns (Blakeman, 2014)
Conclusion
Dedicated integrated marketing campaign will help Adidas in creating lasting impression on its customers.
IMC will help in improving brand awareness
Having various types of media in the communication mix will help in targeting various target audiences.
Making a proper plan schedule will help in structured marketing campaign
Marketing campaign needs to be evaluated for effectiveness through market survey , sales figures and traffic in store and website
IMC will help in improving brand awareness
Having various types of media in the communication mix will help in targeting various target audiences.
Making a proper plan schedule will help in structured marketing campaign
Marketing campaign needs to be evaluated for effectiveness through market survey , sales figures and traffic in store and website
References
Adidas Australia, 2017. About us. [Online] Available at: https://www.adidas.com.au/ [Accessed 12 March 2017].
Adidas, 2015. global brands route 2015 - adidas Group. [Online] Available at: https://www.adidas-group.com/media/filer_public/e2/d7/e2d789a1-2e16-4a4c-97fc-e8d7c18fef2f/investor_day_es_global_brands_final.pdf [Accessed 22 May 2018].
Adidas, 2018. About Us. [Online] Available at: https://www.adidas-group.com [Accessed 25 May 2018].
Belch, G., 2011. Advertising and Promotion: An Integrated Marketing Communications Perspective. Chicago: McGraw-Hill .
Blakeman, R., 2014. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Plymoth: Rowman & Littlefield.
Jaworski, B., 2018. Commentary: Advancing marketing strategy in the marketing discipline and beyond. 34(1), pp. 63-70.
Adidas, 2015. global brands route 2015 - adidas Group. [Online] Available at: https://www.adidas-group.com/media/filer_public/e2/d7/e2d789a1-2e16-4a4c-97fc-e8d7c18fef2f/investor_day_es_global_brands_final.pdf [Accessed 22 May 2018].
Adidas, 2018. About Us. [Online] Available at: https://www.adidas-group.com [Accessed 25 May 2018].
Belch, G., 2011. Advertising and Promotion: An Integrated Marketing Communications Perspective. Chicago: McGraw-Hill .
Blakeman, R., 2014. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Plymoth: Rowman & Littlefield.
Jaworski, B., 2018. Commentary: Advancing marketing strategy in the marketing discipline and beyond. 34(1), pp. 63-70.
Kemme, V., 2018. Strategic Integrated Marketing Communication: Critical Evaluation of Current Integrated Marketing Communications Practice at the example of Lufthansa. Munich: GRIN Verlag.
Percy, L., 2014. Strategic Integrated Marketing Communication: Theory and Practice. New Jersy: Routledge.
Springer, P., 2009. Ads to Icons: How Advertising Succeeds in a Multimedia Ag. London: Kogan Page Publishers.
Walker, O., 2015. Marketing Strategy: A Decision-Based Approach. Sydney: McGraw-Hill Australia.
Yeshin, T., 2012. Integrated Marketing Communications. New York: Routledge.
Percy, L., 2014. Strategic Integrated Marketing Communication: Theory and Practice. New Jersy: Routledge.
Springer, P., 2009. Ads to Icons: How Advertising Succeeds in a Multimedia Ag. London: Kogan Page Publishers.
Walker, O., 2015. Marketing Strategy: A Decision-Based Approach. Sydney: McGraw-Hill Australia.
Yeshin, T., 2012. Integrated Marketing Communications. New York: Routledge.
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