The most effective campaigns will incorporate as many forms of media as possible in order to rea… A situational analysis of Starbucks Company and some of the objectives of IMC strategy should be included in the report. Starbucks focused on utilizing their current customers to attract new ones. This can refer in appendix table 1. What do we want people to think, feel, or do after they hear our product or our brand. Study for free with our range of university lectures! ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. IMC takes a company’s various promotions and ensures that they follow a distinct, unified style which results in marketing efforts that are consistently recognizable to customers. communicate information about the product, Business Dictionary: Integrated Marketing Communication. Advertising on Facebook, twitter, in store posters or chalkboards and sending out emails are the examples of Starbucks direct marketing. In integrated marketing practice, the answer is undoubtedly yes. 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. Furthermore, cool and chilling delicious beverages also selling in Starbucks store. Starbucks also utilizes direct marketing as their current IMC strategy. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. Promotional Objectives. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. Creative Strategy. Customers can easily switch to other brand when one thing turns them down. Starbucks merchandise, like coffee mugs, and coffee in packages are the products that are not immediately consumed at the spot. Effective integration of such tools makes consumer engagement efficient. 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. Throughout the years, Starbucks has expanded its business in both locally and globally. Starbucks is in a growth market of the specialty coffee industry, it has a good relative overall position that it is playing now. PDF; Size: 2 MB . Starbucks more emphasized and focus their advertising on “word of mouth” strategy. 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. Various tools of IMC like advertising, direct marketing, sales promotion, personal selling and public relation make brand promotion schematic. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … To make this most effective, management must understand the characteristics of audiences, messages and media. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. 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. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. Starbucks believe that connecting with their customers and focusing on their in-store experience is more valuable than any advertisement or mass marketing. These integrated marketing communications will be adopted to accomplish the marketing and communication objectives of this plan. 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. 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. Integrated Marketing Communication Plan for Penetrating the U.S. Market Example. Attention and brand awareness drive more traffic to your site or store, giving you more opportunity for sales. We’ve already given you a pretty in-depth insight into what an integrated marketing communications plan is, but sometimes the best way to expand your understanding of a subject, is to see some examples. 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. Starbucks should not only concentrate serving their existing customers but also come out with some marketing plan to attract their new customers. The primary purpose of MC is to communicate ideas to target audiences. 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. 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. Guide the recruiter to the conclusion that you are the best candidate for the integrated marketing & communications job. c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. There is a Starbucks stores listing in the Starbucks Malaysia website. 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. Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. Registered Data Controller No: Z1821391. 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. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. PDF. 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. It is also create a “community atmosphere” among premium coffee lovers. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Integrated marketing allows this relationship-building to occur in a way that’s natural and mutually beneficial to businesses and customers alike. The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. Looking for a flexible role? There are millions of people around the world thrives on their morning, afternoon and some evening for their cup of coffee by walking in to Starbucks. Integrated marketing communication revolves around coordinated messages and consistency in delivery. Integrated Marketing Communication Plan Vodafone. Reviewed by: Michelle Seidel, B.Sc., LL.B., MBA. 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? Furthermore, the only form that Starbucks using now for their advertising of IMC strategy publicly is press release on their website. This is done through advertising, personal selling, sales promotion, and/or public relations. Most of the time, we believe that, objective of marketing communications is to sell something. We should ask ourselves a simple question. If a customer knows that they can return a product they don’t like, they are more likely to make a purchase. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. In order to design Integrated Marketing Communications activities, the company needs a proper communication strategy and communication plan. 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. Starbucks card is a great start for Starbucks customer continues purchase their products because of the benefits that a customer could get from it compare to other Starbucks competitors. The answer to this question will help us identify our communications objective. Do you have a 2:1 degree or higher? 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. Encyclopedia of Business: Marketing Communication, Lumen: Determining IMC Objectives and Approach. Marketing Objectives. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. Forging a genuine, lasting relationship with customers is the ultimate way to gain trust and ensure long-term sales. One way you can create desire is through a free trial of the product. A short summary of this paper. 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 the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. VAT Registration No: 842417633. Objectives of Integrated Marketing Communications 1 Provide information: provide necessary information for consumers to help them make buying decision. Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. Company Registration No: 4964706. PDF. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. “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. Beverage is the main product in Starbucks store. Create a free account to download. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Choose Your Marketing Communications Mix. business objectives (specific, measurable, actionable, realistic, time-bound) as a prelude to developing a personal brand marketing program. Start studying Ch.1 Intro to Integrated Marketing Communications. In order to maintain a relationship with customers on a personal level, they stayed away from mass marketing and mass media outlets those strategies. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … Integrated marketing communications (IMC) sounds like a complicated theory, but it’s quite simple. Starbucks introduced the Starbucks card for the customers. Through this, a target audience can receive reinforcing, reliable, and consistent brand messaging. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). Meaning – A SMART objective of marketing based on the growth perspective. INTEGRATED MARKETING COMMUNICATIONS PLAN A. We're here to answer any questions you have about our services. 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. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. It is also create the same kind of coffee at home to get a consumption experience that matches the one at Starbucks. IMC has four main marketing objectives: awareness, interest, desire and action. 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. 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. These two criteria are critical to integrated marketing communication. 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 … It helps to improves internal and external communication. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. She is a small business owner who has created content for Bank of America, H&R Block, CNBC, AOL and many more. Starbucks began operate to give consumers a different kind of feeling about drinking coffee. Budgeting and allocating right resources for promoting products and services through integrated marketing communication plan are of utmost importance. The objective of the marketing plan needs to be clear. Starbucks is recognized as the most successful coffee chain store in the past few years. It’s actually very simple. Details. The premier roaster and retailer of Starbucks specialty coffee in the world strive to bring both our heritage and experience to life. if these aspects and challenges are overlooked, then it could negatively impact the overall marketing strategy of the organization. You can also communicate information about the product to your would-be 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. 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. Download Free PDF. 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. 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. Starbucks also serve an incredible variety of handcrafted coffee and espresso beverages. An example of this is guaranteeing your product for 30 days. PDF. or. Our academic experts are ready and waiting to assist with any writing project you may have. Integrated Marketing Communication Strategy . The eight major Integrated Marketing Communication tools are as follows:-Advertising. Principles of effective communication are intended to achieve this … 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 … All this products are quite popular that ordered frequently by customers to go with a cup of Starbucks coffee. It helps to know the customer demands that what type of product is needs to be devoted in what area? Integrated marketing communication revolves around coordinated messages and consistency in delivery. Download Full PDF Package. One way to incite action is to reduce the consumer’s purchase risk. Customers just need to quick swipe the card when they purchase anything. It occurs in a manner that is comprehensive and integrated … This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. Starbucks also has a presence in social media. 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. IV. No plagiarism, guaranteed! in Business from Fordham University and her J.D. Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. 1st Jan 1970 It is also a great place people to meeting up for conversation and a sense of community. The ultimate goal is to make all aspects of marketing communication– advertising, sales promotion, public relations, direct marketing, personal … In the first two posts of this 6-part series, we discussed: The importance of setting S.M.A.R.T. Think of this as the bridge to making a sale. IMC Tools. This let the high quality of Starbucks products and services speak for themselves. CHAPTER 2 Enhancing Brand Equity and Accountability 21. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. Chelsea Levinson earned her B.S. Again, the objective of IMC is to build strong, long-term relationships with customers, not trick them into buying one-time products. The Starbucks main IMC objective is create brand awareness. 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