Real Estate Communication Objectives. Espresso, caffe Americano, caffe latte, cappuccino, caffe mocha, caramel macchiato and brewed coffee are under classic café latte category in Starbucks store. Integrated Marketing Communication Plan for Penetrating the U.S. Market Example. This also helps Starbucks expand their market in this industry. Starbucks used some of the IMC program to push the sales of the stores throughout Malaysia. PDF; Size: 2 MB . Starbucks also provides a superior level of customer service to their customer therefore a high degree of customer loyalty can be build between Starbucks and customers. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. The ultimate goal of integrated marketing communications is to ____. This is also called as viral marketing. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Principles of effective communication are intended to achieve this … 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. Starbucks should not only concentrate serving their existing customers but also come out wit… Starbucks Company story began in 1971 with a single store in Seattle’s Pike Place Market. A situational analysis of Starbucks Company and some of the objectives of IMC strategy should be included in the report. A marketer while devising and formulating the IMC plan has to consider all these important aspects. Purchase intentions are not valid communication measures. 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. This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. 3 Communicate value: convey a product’s benefits in a memorable way 4 Communicate product … Customers are presented with a similar tone and style that reinforce the brand’s core message. 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? 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. Depending on your business, you may want to use some of the following channels. The next objective of IMC is cultivating the desire in your customers to make a purchase. Free resources to assist you with your university studies! These changes include: A shift in dollars from media advertising to other forms of … File Format. Eventually a product will reach its saturation point, at which time investing in sales will … Starbucks is the third place between work and home where most of consumers agree for this statement. There are Starbucks stores operating throughout Malaysia and it is committed to offering customer the world’s finest coffee while enriching Malaysian’s lives one cup at a time. in Business from Fordham University and her J.D. 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 Full PDF Package. People can get a different kind of experience that one a regular barista would expect. Summary Overview The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. Integrated Marketing Communication Plan Vodafone. theseus.fi. Marketing … synergy. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. 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. Forging a genuine, lasting relationship with customers is the ultimate way to gain trust and ensure long-term sales. It is very important for companies to ensure that their marketing activities are aligned with each other so as to eliminate any confusion that may arise in the minds of consumers. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. Real Estate Communication Objectives. Integrated marketing communications (IMC) sounds like a complicated theory, but it’s quite simple. Starbucks physical store environment is built around brightly lit cafés with comfortable seating, the aroma and taste of coffee. Another IMC objectives are create and increase the brand loyalty toward Starbucks. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. We're here to answer any questions you have about our services. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. PDF. Effective integration of such tools makes consumer engagement efficient. The original idea of the term integrated marketing was to blur the lines that separate creative, media, television, radio, and print, according to Tony Wright, CEO of marketing firm WrightIMC, on Search Engine Journal. Various tools of IMC like advertising, direct marketing, sales promotion, personal selling and public relation make brand promotion schematic. Raspberry blackcurrant Frappuccino blended beverage and mango passion fruit Frappuccino blended beverage are the blended juice that with a refreshing combination of fruit juice and Tazo Tea blended with ice. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. Download Free PDF. An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). Nevertheless, monitoring, evaluation and control are included for Integrated Marketing Communication programs to meet the objectives. This is can create a two way communication between Starbucks and customers. 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. In this team assignment report, we had chosen Starbucks Company as the title for Integrated Marketing Communication research. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … Conclusion – marketing vs integrated marketing communication (IMC) In conclusion, it can be asserted that integrated marketing communications is very important in today’s competitive world. The important thing is before we start designing our marketing communications campaign we should clearly set our communications objectives. Another refreshment drink where can find in Starbucks store is Tazo Tea. These two criteria are critical to integrated marketing communication. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. The objective of the marketing plan needs to be clear. Commencement of Nike’s success was with its “Just do it” campaign. Many businesses incorporate blogs and other content into their IMC approach as a means of providing value and expertise to customers. A. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. Integrated Marketing Communication Strategy . The ultimate objective of successful marketing communications is to cut costs. It occurs in a manner that is comprehensive and integrated … 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. PDF. Thus, organisations have acknowledged the increasing importance of applying the integrated marketing communication (IMC) approach in their marketing strategy. 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. It’s actually very simple. Marketing communication objectives are long-term goals where marketing campaigns are intended to drive up the value of your brand over time. One of the main objectives of IMC is building attention and awareness for your brand. from Cardozo. c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. To make this most effective, management must understand the characteristics of audiences, messages and media. The beverage includes chamomile, mint blend, English breakfast, earl grey and green tip. Starbucks focused on utilizing their current customers to attract new ones. Create a free account to download. Guide the recruiter to the conclusion that you are the best candidate for the integrated marketing & communications job. Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … Integrated marketing communication revolves around coordinated messages and consistency in delivery. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. 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. Next, Starbucks focused on promotion strategy that has intimate communication strategy relates to consumers at a personal level. Reference this. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. The eight major Integrated Marketing Communication tools are as follows:-Advertising. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. The impact of integrated marketing communication plan is obviously more as end-users see the brand simultaneously at multiple places. Starbucks is passionate about ethically sourcing each of the finest coffee beans, roasting them with great care and improving the lives of people who grow them. This offers customer better and greater convenience when they make a purchase at any Starbucks store in Malaysia for their beverages, foods and etc. if these aspects and challenges are overlooked, then it could negatively impact the overall marketing strategy of the organization. Most of the customer walk in to Starbucks store to chit chat or meet up more than work. Think of this as the bridge to making a sale. Customers can easily switch to other brand when one thing turns them down. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. 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. affect the behavior of the targeted audience. PDF. 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. IMC makes sure that irrespective of the delivery channel, the message does not change. 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. P1 Evaluate different types of marketing channels and how they serve communication objectives within an organization context. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. 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 … Make the company’s presence felt in the restaurant sector. Through this, a target audience can receive reinforcing, reliable, and consistent brand messaging. This is the principles of how we live that every day. This plan also addresses some of the issues and challenges surrounding developing, implementing and controlling the organization’s IMC program. One way you can create desire is through a free trial of the product. In addition of products, Starbucks also offers services beyond the stores such as Wireless Internet services and newspapers available for customers to enjoy while relaxing in the store. In addition, increase the sales of the Starbucks company is one of the IMC objective. Then along came digital marketing. Attention and brand awareness drive more traffic to your site or store, giving you more opportunity for sales. IMC helps people recognize your brand across media. IMC has four main marketing objectives: awareness, interest, desire and action. In order to achieve this goal, Starbucks Company increase market share in the existing markets and open new stores in new markets. Most of the time, we believe that, objective of marketing communications is to sell something. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. It is means that customer had try on the Starbucks beverage and spread it to their friends, family and etc. Put plainly, it's a style of communication that integrates all of a brand’s messaging into one unified tone. It has operated its business from a coffee bean seller to one of the world’s most familiar coffee houses. The refreshing treat of beverage creates smoothness effect to customer. This mix consists of the different channels you will use to reach your customers. Starbucks achieved a sales turnover of $7.8billion, an increase of 22% compare on 2005, and operating margin of 11.4%. The answer to this question will help us identify our communications objective. INTEGRATED MARKETING COMMUNICATIONS PLAN A. In order to maintain a relationship with customers on a personal level, they stayed away from mass marketing and mass media outlets those strategies. This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. This is the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. 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. Advertising and Promotion - Integrated Marketing Communication. 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. It helps to know the customer demands that what type of product is needs to be devoted in what area? Meaning – A SMART objective of marketing based on the growth perspective. Today, there are more than 17,000 retail stores in 55 countries connecting with customer everyday with the exceptional products. 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. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. Starbucks has an innovative idea for their coffee creations, from a hot Caramel Macchiato to a Java Chip Frappuccino. In order to capture the splintered audience, marketing experts have encouraged employment of a comprehensive integrated marketing communications (IMC) strategy. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. The aim is to have all the channels work in aggregation rather than seclusion. Download with Google Download with Facebook. It has established itself as the world’s leading retailer, roaster and brand of specialty coffee in this industry. Objectives of Integrated Marketing Communications 1 Provide information: provide necessary information for consumers to help them make buying decision. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. A consistent brand voice helps build stronger relationships with consumers. Customers just need to quick swipe the card when they purchase anything. Marketing Communication Objectives. Creating an Integrated Marketing Communications plan can be decisive for the organization as there are number of challenges that need to be addressed. INTEGRATED MARKETING COMMUNICATIONS PLAN A. This is accomplished through truly integrating a customer-centric strategy. 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. Budgeting and allocating right resources for promoting products and services through integrated marketing communication plan are of utmost importance. 3. Starbucks began operate to give consumers a different kind of feeling about drinking coffee. Chelsea Levinson earned her B.S. Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. Further, this is an excellent time to set up and encourage repeat purchases. Do you have a 2:1 degree or higher? Promotional Objectives. This project is a combined effort to share what we’ve learned about the Integrated Marketing Communications and how Amazon has implemented it effectively. 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. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Starbucks introduced the Starbucks card for the customers. In this lesson, we will identify what integrated marketing communication (IMC) is and how businesses can use it effectively. In order to design Integrated Marketing Communications activities, the company needs a proper communication strategy and communication plan. 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. This name is created that reflected the quirky nature of the company’s founders. Starbucks believe that connecting with their customers and focusing on their in-store experience is more valuable than any advertisement or mass marketing. IV. On 17 December 1998, the first Starbucks store is opened at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. Study for free with our range of university lectures! 19. Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. 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. Furthermore, the only form that Starbucks using now for their advertising of IMC strategy publicly is press release on their website. It is one of the public relations or mass media that Starbucks presented online their information and updated news. The ultimate goal of integrated marketing communications is to _____. The most effective campaigns will incorporate as many forms of media as possible in order to rea… Starbucks also offers seasonal specialty beverages to be served during the holidays such as the Gingerbread Latte and Peppermint Mocha. Throughout the years, Starbucks has expanded its business in both locally and globally. How to create an integrated Marketing Communication Plan Nek Arik. Some special cool beverage are iced caramel macchiato, iced caffe mocha, iced caffe latte, iced Americano, iced coffee, tazo iced tea and iced chocolate. These integrated marketing communications will be adopted to accomplish the marketing and communication objectives of this plan. 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. 2) The Marketing Objective is to increase the market share of our X brand of the product by 25 percent by September 2019. Most of the Starbucks news are released or issued three months before the product is launched. It is also a great place people to meeting up for conversation and a sense of community. Again, the objective of IMC is to build strong, long-term relationships with customers, not trick them into buying one-time products. This is done through advertising, personal selling, sales promotion, and/or public relations. A. 20. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. “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. Advertising refers to any paid form of non-personal promotion of products or services by an identified sponsor. Starbucks should be better than any of the competitor. Starbucks also serve an incredible variety of handcrafted coffee and espresso beverages. When more of the IMC program being release, the more possible of higher sales revenue to be achieve. It’s worth highlighting some of the benefits of creating a truly IMC plan: In the first two posts of this 6-part series, we discussed: The importance of setting S.M.A.R.T. This objective is not so much about making sales, but building relationships and convincing your target customers to interact with your brand. There are three main objectives of a promotional mix: Increase demand: These strategies are used during the product life cycle in order to increase sales. It is a stored-value card for customers to use and reload. VAT Registration No: 842417633. Starbucks merchandise, like coffee mugs, and coffee in packages are the products that are not immediately consumed at the spot. Online advertising includes social media campaigns in addition to internet ads. Sponsorships. She is a small business owner who has created content for Bank of America, H&R Block, CNBC, AOL and many more. Attract the business class people; Media Strategy. To inspire and nurture the human spirit by one person, one cup and one neighborhood at a time is Starbucks Company’s mission. No plagiarism, guaranteed! This can help to quench customer thirst and find the refreshing relief in one the beverage. Premium PDF Package. You can also communicate information about the product to your would-be customers. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The relationship between customers and Starbucks should be long term and keep connecting it by get all the updated information, promotion and etc. Starbucks is currently one of the top contenders and stiff competition in the coffee industry. Starbucks is in a growth market of the specialty coffee industry, it has a good relative overall position that it is playing now. A short summary of this paper. One way to incite action is to reduce the consumer’s purchase risk. 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. 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 more emphasized and focus their advertising on “word of mouth” strategy. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. 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. 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. 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. We should ask ourselves a simple question. Marketing An Integrated Marketing Research strategy will be included to promote the company, product range or product and improve on the current strategies used. This is how they differentiate themselves from the competitors. Integrated Marketing Communication (IMC) involve coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers to deliver the same and consistent positioning and marketing message. The concept of IMC has been around for close to 25 years and has attracted the attention of many people and marketing agents from all over the globe. An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). The profits that generate from the sales could create a benefit for Starbucks staff as well. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. Strong relationships translate into customer loyalty. What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually? Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. All work is written to order. “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.