Global Integrated Marketing Campaignâ€Free Samples for Students

Question: Discuss About the Global Integrated Marketing Campaign? Answer: Introduction: Integration is very important and has turned as one of the most utilized part of showcasing. There are various multimodal, real time and multi-dimensional communication due to which the marketing has been surpassed. Along with that there are changes is innovation and advertising methodologies. Integrated Market Communication ensures that all forms of communication and messages have a proper blend. IMC signifies integrating all the promotional tools so that they can work in symmetry and focus individually on each part(Purcell, 20111). IMC can help in building competitive advantage, increase sales and enhance profits of the business. If all forms of communication process work in synchronization it can help the buyers in their buying process. A blend of all the communication process can help in targeting focused customers (High Net worth Individual) of the company who actually help in generating huge profits for the business Integrated market is evolving as its serves to adopt a combination of traditional and modern concepts. These days automated tools are established to create one innovative idea for the business. The world has become more increasingly connected with technology requiring companies to develop marketing campaigns. The integrated market campaign of 21st century is not a mirror of same advertisement being flourished worldwide, but it focuses on different media platforms. A successful integrated marketing campaign should be led by a successful manager who has knowledge and training skills to strategize a comprehensive campaign. As defined by the American Association of Advertising Integrated Market communication identifies the worth of a well evaluated plan that inculcates various strategies i.e. advertising, public relations, personal selling, sales promotion and combines them to provide lucidity, transparency and maximum communication impact(ZDNet., 2008). Key factors to be considered: Approach used is a blend of Brand and marketing efforts involved to spread the message across various communication channels Niche marketing is the concept adopted these days, which is more cost effective and value oriented(Kotler Kohler, 2000) Communication tools to be adopted is a mix of Traditional and modular strategies. For example, blogs, search engine optimization, billboards and magazines Television newspaper are the most common forms which can help in reaching out to our customers i.e. target should be wider audience. Other forms of communication include sales promotion, door to door selling, product packaging, pamphlets, Direct Marketing and Publicity. Broadly explained are the various elements of marketing: Foundation Foundation as the name suggests, involves detailed analysis of both the products and the target audience. Strategies followed by other competitors should be known to the existing market users(Levitt, 2000). Corporate Culture The products and services manufactured should be in line with the demand of the customer. Every organization has perceptions, and marketers should keep in mind before designing or launching any product(Hunt, 2014). Brand visibility Identity of an organization is known by its brand and goodwill in the market(Jeannet, 2000). Customer Experience Consumer feedback and knowing their experience is a must. A customer is likely to pick a product which attracts him, be it design, packaging or its contents(Houston, 2000). Communication Tools There are different modes to advertise your product i.e. direct selling, advertising through newspapers, or any form of media or social networking sites or face to face selling Promotional Tools A type of product manufactured can be promoted through various tools i.e. trade promotion/ personal selling Advantages of Global Standardization Every organization can be successful globally, while others are meant only for global expansion. But making little changes in the business strategy can make a business successful globally. Listed below are some advantages: Helps reach a large customer group A product which is successful in global markets, will gain competitiveness globally The risk can be widespread across domestic and global market Same level of quality of any specific brand can be spread across It is beneficial to adopt a standardized approach Cost reduction which helps in improving economies of scale Disadvantages of Global Standardization Different markets prefer different preferences. Selling one unified product lacks distinct characteristics: Allows competition to gain market share Companies are open to be attacked by the competitors It depends upon economies of scale Trade barriers also tend to be the biggest disadvantage in global markets Loss of effective marketing strategies Although standardized approach is more powerful, its adoption is not subject to any conditions as proposed by Douglas and Wind (1987). The standardized strategy increases the companys performance. However this only takes place where competition has global presence i.e. consumer durables, electronics, fashion and perfumes etc. And on the other hand there are companies where one strategy is not relevant. A combination of visual, audio and written message is used to reach the Target audience through Advertising which is one of the effective ways of Brand Promotion. The more innovative and attractive the advertisement is, the more loyalty it will build amongst the customers. Promoters need to ensure that the right message is delivered to the right customer and at the right time (Johnson, 2000). Print Media Advertising on the other hand is equally important to Target its audience. It is a form of advertising in which magazines and newspapers are used to reach its customers. Advertisers also use digital media like Banners, Mobile Advertising and Social Media to reach the same Target audience (Annoymous, 2015). Below are the advantages of Print Media Advertising: Unlimited Exposure: Print Media can be used Infinite times and by multiple reads i.e. advertisement displayed in the newspaper or Magazine can be viewed number of times and at the ease of the viewer, whereas advertisement displayed on media have a drawback as it has limited audience present at that particular point of time when the add is being displayed. Less Intrusive: It is less bothersome to spread awareness or advertise to any region with the help of Local newspapers and magazines. It also involves less cost than Media Advertising Static Message: Print Advertisement is always one liners i.e. to communicate the message across and attract the attention of the readers fleeting messages are not required(Doole, 2005). More Flexibility and Personal Attention: At times, specially incase ofregional newspapers special sections are displayed to advertise a new caf/restaurant in the area. Cost estimate can be done with the available Budget(Czinkota, 2006). Disadvantages of Print Media: Not recommended for Widespread audience: If an advertisement is to be flashed world-wide i.e. Target audience is globally then this medium is not a suitable method of communication Ads may be lost in transit/ reader skips the page: At timesAdd may be lost during transit and is not published in the newspaper or sometimes there are multiple ads published in the newspaper so at times readers can skip reading it. This generally happens during festive seasons when there are lot many adds in the Magazine/Newspaper(Gerber, 2008). Integrated Marketing has been in the particular field of advertising from more than three decades. In the modern era, things that we need of mass communication may well be the balanced campaign a campaign where digital media, radio, television, print all trigger to create a reach that could never be fulfilled with the singlemedium. Lets take an example to understand the situation better: Cancer Research UK Cancer research UK an organization, focused on Lets beat Cancer sooner. It is committed to funding cancer research of highest international talent. It wants people to think that a simple signature of yours can beat the Cancer. Their widespread Advertising, created by Atomic London keeps a perfect blend of Digital media, print and television to extract the word that leaving money to Cancer research can help the future It has been supported with a Documentary film, where daily use products and equipments are made to look like Signatures. The movie is supported through Digital Print and Ads. Atomic London focused on emerging a useful message or Tag Line amongst its Target audience. This campaign lead to achievement and success in what it aimed at The Cancer Research constitution has been a success multiple times by raising funds for research of 200 types of Cancer. It hopes that Race for life will raise funds and cure the patients. The campaign is a success at it has helped in saving 1000 lives and convincing people to see a doctor if a disease lasts for a month or more. Print Global Advertisement of BMW I8 BMW is one of the largest automobile brands across the world. The firm drives its importance from its goodwill and image of being a German Company which accelerates in quality orientation and engineering. The Model I8 is an electric Car Model running an Advertising Campaign in all the major publications i.e. Times, Economist, Hindu etc(Nikitina, 2014). The campaign is quite consistent and uniform. It is running the campaign in all the major markets where its existence is present. The same campaign is advertized everywhere across the world. In its perception it shows a two seated blue image against a landscape influenced by a neon lit glass and concrete towers. The advertisement focuses on a two seated top model sports carwith Fleet Management and fuel System(Taure, 2014). This system provides its clients advanced vehicle solutions. The E-drive technology is based on the electric motor developed and built by BMW. The Tag line of this Global Campaign is BORN ELECTRIC. The campaign message to the audience lies in innovative technology. The message implies that the person driving the BMW I8 will not only be driving eco-friendly car but will also enjoy a pleasure ride. The reason behind campaign is its brand image which is the most important source of competitive advantage for the organization. This is the reason behind not publishing a customized add. It has a high share in the market(Ottaway, 2014). The print advertisement campaign of BMW I8 is a part of Global integrated Marketing communication. The same advertisement is published in newspapers, on television, internet and other modes of digital Media to influence the customers and lure them to buy the luxury brand(Bhasin, 2017). Time has come to re-think about Global Branding. Its been two decades, the Harvard school professor Levitt declared that Global market for uniform products and services has emerged. Brands like Coca-Cola, Mc-Donalds, Adidas and Nike have become electrical discharge for Anti-globalization protests. Cathy Pacific Global Campaign Cathy Pacific is a well known airway of Hong-kong with its head office located at Hong Kong International Airport. It is spread worldwide across 180 destinations and spread in 44 countries. It was founded by Roy Farewell. Cathy is a major shareholder of Air China. Its wholly owned subsidy Cathy dragon operates in 44 different countries (Peter, 2015). Its wholly owned subsidiary serves 27 million customers and over 1.5 million of cargo and mail. Cathy pacific was awarded best airlines in the year 2014. Cathy Pacific like any other airline company is bearing high cost of fuel. After the 2008 financial crisis Revenue has dropped widely from its high end customers (business customers). This is due to the reason; many highly paid companies have dropped incentives given to customers in the form of air tickets in order to control their overall cost budget as the cost allocation to the companies have reduced with high inflation prices. In this competitive world in order to survive Cathy Pacific has shifted its focus from Business class customers to Economy class and their Target audience has changed keeping in mind the market scenario. It has visualized its add in turquoise green color with a lady sitting on green premium Economy chair comfortably and with ease enjoying the benefits of Economy class. It elaborates its add with highlighting more leg space between you and seat so that one can sleep comfortably if its a long travel. The Tag line focuses on Some things just feel right Cathy organized various road shows to make it a success amongst the public. This global advertising campaign is a standardized one as it follows all the codes and ethics. The add is displayed in newspapers, magazines and various periodicals. The standardized add campaign is circulated in different countries delivering same message across all the nations. It has blended all the Ps of marketing properly with its main agenda of focusing on its Target audience. The success of the newly created campaign is a great success as it has helped Cathy Pacific in winning its customers. Dimensions of Global Brand A two way research project was carried out in the year 2002 to know how people in different countries value Global Brands. Survey was carried out to know the importance of global brands, when people buy the products across the nation. What is Good Global Marketing? To express the real need of Global Marketing and how it looks like has been supported with some examples where International Marketing has proved to be a success(Douglas, 2004). Global Marketing is a concept to provide valuable products, solutions and services to varied customers across India and globally across all the nations(Krasnikov, 2008). The 4 Ps of Marketing are affected the most i.e. Product, Price, Promotion and Place when a company moves to become a global firm. Worldwide campaigning and spreading the message across the Target group of customers Global Marketing is the right mode of communication. As and when a new competitor enters the market the threat of change accelerates, technology shrinks and competitive pressure mounts. Earlier companies which focused on domestic markets is now try to enter global markets as well, with increased competition in the market. Advantages of Global Market include the following indicators: Economies of Scale in Distribution and Production Market costs involved are low Brand Image and Goodwill Uniformity in Marketing Practices Helps in building relationships beyond political arena E-marketing overpowered by Traditional marketing Effective and efficient utilization of Innovative Ideas and approach Examples of Brilliant Global Marketing: Dunkin Donuts International presence of Dunkin Donuts can be felt across 30 countries, serving both its domestic and Global customers worldwide. Dunkin Donuts an FMCG is not afraid to celebrate cultural differences in an effort to make stronger its International presence Dominos Dominos, a leading pizza serving company has itemized its menu, as a means to increase its sales globally. The enthusiasm of pizza is the pizza sauce, toppings and cheese which works fundamentally everywhere except China, where dairy isnt their cup of tea. By simply changing the toppings innovations can be made to the product, to gain international audience Coca Cola Coca Cola is the best example of a brand gaining International presence. Though the company puts effort and time in small scale charity programs, being a large entity. It has installed 650 clean water pools in the rural village of Middle East. It has also sponsored the My School Initiative in India. An event was organized in Paris for the first time ever, which united Coca Cola, Diet Coke, Coca Cola Zero and other Brands of Cola. The campaign focused on Taste the Feeling The One Brand Strategy focused on: Connect with customers across the world, making Global campaign a success Allowing customers to choose the Taste of Cola as per their preferences Celebrating the experience and pleasure of drinking Coca cola Extending its Global presence across different nations Integrated Marketing Communication is dependent upon the following 3 approaches i.e: Inside- Out Approach Outside- In Approach Cross-functional strategic Approach Inside Out Approach This approach concentrates on one-sided view point as it collaborates the elements of communication and marketing to create a single uniform message. It depends upon the organization preferences and prospective which approach/strategy to choose. The inside outside approach follows one voice, which circulates one clear message amongst its audience. Whereas when this approach is applied to different organization the message may vary. Hence this approach is considered and Outdated approach Outside in Approach This approach focuses on the wants and needs of the customer. Organizations can take valuable feedback from its customers and can improve upon its approach as per the needs and requirements of the customer. Cross- Functional Strategic Approach This approach of Integrated Marketing is totally different from the other two approaches. The focus of this approach has shifted towards restructuring the organization and adopting an environment where customer is the prime focus. Two way communication is always beneficial from the prospective of the business and consumer both. Enabling Integration, Agility and Change Three core essentials for modern organizations is smooth integration of customer and business processes, ability to change and agility. These essentials are relevant in view of successfully executing strategies. New customer trends, political changes, new technology, globalization, environmental concerns and many other key features are adding complexity to the business. Despite the fact that importance of International marketing is increasing to survive and exist in the modern world. Has Standardization been adopted in both the Ads above i.e. BMW I8 and Cancer Research UK The process of implementing and developing the technical standards based on the consensus in the global campaign of BMW I8 is evaluated on the grounds that BMW aspires to keep its Brand Image and name Unabridged. Having different campaigns in different countries may result in different brand image across the nation but it did not happen as it maintains standardization It aspires to maintain one Brand image worldwide no matter where its prospective customers lie as it is deemed to show the same performance and maintain excellent standards where ever it may go. The shareholders of BMW are highly concentrated, because of its high performance standards. Maintaining a standard Add campaign has helped the company in saving costs as well because of its benefits gathered from economies of scale. Having multiple add campaigns across the nation would have resulted in high costing as it would have acquired professional promoters, advertising agency to advertise the same. So a uniform Add campaign leads to effective and efficient use of resources for BMW. The Cancer Research UK has maintained standardization in a way that it has adopted same set of Target audience across the world. Different class of people helped in funding the organization but it spread one message across all the nations i.e. help the needy Cancer patients get rid of this cancerous disease. Simplification in spreading one message across all the nations worldwide helped Cancer Research UK maintains standardization There are many occurrences of Standardization in Global Advertising campaign in the modern era. Globalization is the emerging trend in business in the 21st century. The audience of this global culture has similar responsiveness, no matter what their caste, color and creed is. These days whether it is US customers or China customers everybody has a need for similar products but in different forms. These products are made available through varied add campaigns. Every add campaign though delivers the same message but at times language issues may change the meaning of the Tagline i.e. the message forecasted so it is mandatory to convert the message in different languages in order to make the product successful. If such a strategy is adopted worldwide it can lead to effective adoption of standardization methods Conclusion In todays world every product manufactured is traded worldwide no matter how small or large it is. Therefore it is viable for organizations to consider the Impact of Globalization before putting into practice international marketing standards. For instance it is important to understand and identify different prospective like competitive advantage, consumer behavior, demographics, market diversity and decision making policies. By having handful of information regarding management of the company can help in strengthening the strategies internationally. Due to changing impact of economies of scale it is mandatory for organizations to study the impact of Globalization. Thus standards are useful tools to achieve technical, political and managerial objectives. They widely contribute to free trade and can enrich legal and political matters in a targeted and flexible manner. Standardized marketing for Global companies basically provides cost benefits. Customized add campaign are not required if universal message is spread across everywhere. Also if the Brand theme is high-powered and has global presence a standardized approach helps people worldwide. Innovation and creativity is another goal of the company. For attracting potential and worthy customers the organization aims at brainstorming new strategies for the business. Wal-Mart is the best example as it served as a market leader globally by giving low prices, offering good customer service and innovative products. The company is forced to adopt strategies in-order to deliver future enhancement, penetrative strategies to enter global market and introduce high quality product. References Annoymous, 2015. marketing process. [Online] Available at: https://www.cheapassignmenthelp.co.uk/various-elements-of-the-marketing-process/ [Accessed 2017]. Bhasin, H., 2017. Marketing91. 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