Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7

Critically discuss for one specific brand of your choice, the concept of Integrated Marketing Communication.

Extracts from this document...

Introduction

Critically discuss for one specific brand of your choice, the concept of Integrated Marketing Communication. Support your answer by referring to appropriate theory and concepts of Integrated Marketing Communications and discuss theory in close relation to your chosen brand. I have chosen Marks & Spencer and more specifically their 'Per Una' clothing range around which to base my study. I will begin by providing an overview of Marks and Spencer and the recent problems they have encountered and how 'Per Una' has contributed to the company's much improved performance over the past two years. I will then discuss the theory of marketing communications and in particular what has become known as 'integrated marketing communications' (IMC) whilst closely relating it to Marks and Spencer and its 'Per Una' range. In January 1999, Marks and Spencer, one of the most profitable companies in the UK, shocked the city by announcing that profits for the financial year would be almost half that of 1998. Before this, M&S had a reputation as a safe 'blue chip' investment, their pre-tax profits having increased every year between 1992 and 1998, probably having had the most marketable brand on the high street, which is strange for a company that was said several years ago to not even use the word 'marketing'. For customers, Marks and Spencer's reputation was built on quality, dependability and good value, and for its employees, M&S offered high quality training, staff development, welfare, and relatively good job security. Various reasons were put forward for the decline in profits - from holding excessive stock due to expansion, to the inability to utilise fully the increased available floor space as a result of the difficulties selling its products. ...read more.

Middle

"These are the development and maintenance of corporate goodwill and the continuity necessary for good product support." (Fill, 2002, P.644) The first task of PR is to provide a series of cues by which the stakeholders can recognise, understand and position the organisation in such a way that it builds a strong reputation. Through public relations and word-of-mouth, M&S has built a extremely strong brand and a reputation for quality clothes for all at accessible prices and although this reputation may have been tarnished by the recent downturn in fortune, new ranges such as 'Per Una' have helped re-build its old reputation whilst adding a new fashionable element to it as well. "The second role of public relations is to support the marketing of the organisation's products and services, and its task is to integrate with other elements of the promotional mix." (Fill, 2002, P.644) Apart from during the downturn in1999, M&S have always had good press which supported their corporate and marketing strategies and helped them become one of the most profitable companies in Europe. The launch of the 'Per Una' range in 2001 is an example of great awareness being built in the target customers resulting from public relations. PR was used to inform editors and news broadcasters that the new product was about to be launched. The fact that the 'Per Una' range is designed by veteran designer George Davis, who already has a great reputation because of his work with 'Next' and 'Asda', gave M&S and the new range excellent publicity which has certainly helped 'Per Una' become as successful as it has been. ...read more.

Conclusion

At a strategic level for example, IMC has at its roots the overall business strategy of the organisation. Using Porter's (1980) generic strategies, because M&S pursue a high quality and dependability, it makes sense to complement the strategy by using messages that stress these aspects, as apposed to any low-cost strategy, which for 'Per Una,' they have. "The next major issue concerns the recognition that IMC cannot be sustained unless it is supported by all customer facing employees" (Fill, 2002, P.464). It is also important to have good communications with your various outsourced providers, such as production and material suppliers id the implementation of IMC is to be successful. During the course of this essay, we have seen that combining the tools from the promotional mix, enables the communications strengths of one tool to reinforce those of another, this way target audiences are much more likely to benefit, as is the organisation, in the form of improved effectiveness and delivery of messages. This is evident in Marks and Spencer's 'Per Una' range, where the message of a quality, fashionable range is delivered well across the different elements of 'Per Una's' promotional and marketing mix. We have seen how ranges like 'Per Una' have encouraged a move towards IMC at M&S, and how they have helped M&S put right a number of problems that were previously evident within the organisation, many of which were communication orientated. But by no means has M&S achieved totally integrated marketing communications, they are still a number barriers to integration at M&S, such as their relationship with some of their agencies, but if this can be improved, there seems no reason why M&S cannot achieve total IMC and further enhance their market position. Matthew Flint Candidate number - 013220707 MN - 2007 Marketing Communications Essay Dr. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing mix

    Previously, the focus was on the customer needs and satisfying these needs mainly through core business activities. Now the emphasis has moved from establishing and maintaining a relationship between the company and its customer base through broader offerings. 3.6. PARADIGM SHIFT IN MARKETING From a management point of view the

  2. edexcel Marketing Assignment

    An issue was raised about alcohol, 7For example: "BSTRACT: Although alcohol advertising has been the topic of substantial analysis and enquiry, a few key arguments and perceptions still pervade this debate - that alcohol advertising leads to increased consumption, and in turn increased alcohol abuse, by either stimulating demand and/or social conditioning.

  1. The marketing concept has evolved over the last years, marketing reflects to a key ...

    When dealing with the place variable an organisation will make products available in the quantities desired to as many customers as possible and to keep the cost of transport and storage to a minimum. Organisation don't respect their customer to shop around too much in order to find a product11,

  2. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    However, it can be seen that Audi only target one market segment - wealthy people who are looking for a high quality car with a good reputation. These people are likely to be middle aged, without large families and probably male.

  1. Marketing Strategy - Nintendo Gamecube

    For example, Microsoft started out its marketing approach in a product-oriented way (an approach that ignores customer tastes and needs), trying to make clear the high specifications it had on offer and the quality of games that they could offer.

  2. I have been asked to produce a marketing strategy for an existing or new ...

    As I have previously said BMW drivers read "The Times". An advertising campaign in "The Times". I have chosen to have an advertising campaign in this paper because it is the paper that the people read who we are targeting.

  1. For this project I have been instructed to come up with a marketing strategy ...

    significantly influenced the way in which voice and other services have been transferred to a wireless, mobile environment. As demand for wireless access to an increasing range of services accelerates, Nokia are planning to lead the development and commercialisation of the higher capacity networks and systems required to make wireless content more accessible and rewarding to the end user.

  2. Design a small scale marketing plan and formal report for a small business.

    a large amount of stock and if it becomes obsolete or unsold he will run up loss. 4) Manufacturer-Consumer This is now very popular-examples include factory shops, mail order and internet selling or e-commerce. It's the fastest channel and often cheapest for the consumer.

  • Over 180,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work

Marked by a teacher

This essay has been marked by one of our great teachers. You can read the full teachers notes when you download the essay.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review on the essay page.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review under the essay preview on this page.