marketing communication assignment 15737

7/30/2019 Marketing Communication Assignment 15737

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MARKETING COMMUNICATION

LIZIS GRANOLA BECOMES A BRAND

LECTURER: David ZERDIN

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15737


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1. THE CRITICAL EVALUATION OF INTEGRATED MARKETING

COMMUNICATION .3

1.1. The Concept of Integrated Marketing Communication..31.2.Discussion3

1.3. Conclusion...4

2. THE CRITICAL EVALUATION OF POSITIONING IN MARKETING

COMMUNICATION...................4

2.1. The Concept of Positioning.................42.2. Discussion...............52.3. Conclusion...............................5

3. THE CRITICAL EVALUATION OF PUBLIC RELATIONS IN MARKETING

COMMUNICATION.......6

3.1. The Concept of Public Relation..........63.2. Discussion...............63.3. Conclusion..................7

4. THE CRITICAL EVALUATION OF BUSINESS TO BUSINESS CONCEPT IN

MARKETING COMMUNICATION...................8

4.1. The Concept of Business to Business.........................8

4.2. Discussion...........................84.3. Conclusion..............................9

5.REFERENCES ........................................................................................................................ 10
http://c/Users/fakir/Downloads/MANAGING%20PEOPLE%20Assingment%20(11596,15737,15740,15528).doc%23_Toc311167405http://c/Users/fakir/Downloads/MANAGING%20PEOPLE%20Assingment%20(11596,15737,15740,15528).doc%23_Toc311167405http://c/Users/fakir/Downloads/MANAGING%20PEOPLE%20Assingment%20(11596,15737,15740,15528).doc%23_Toc311167405


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1.THE CRITICAL EVALUATION OF INTEGRATED MARKETING

COMMUNICATION

1.1. The Concept of Integrated Marketing Communication

The concept of Integrated Marketing Communication is a basic term. It assured that all parts

of communications and messages are associated together.

At the most basic level Integrated Marketing Communication means to combine all of the

promotional tools, in this way they cooperate in a harmonic structure.

The terms of Integrated Marketing Communication was launched in the early 1990s in a book

by Schultz, Tannenbaum and Lauterborn(1993). As majority of authors accepted that IMC

was not to be in agreement with definition and field of activity, (Kitchen, 2005; Kliatchko,

2005; Madhavaram, Badrinarayanan & McDonald, 2005; Schultz & Schultz, 1998; Swain,2004) there is remarkable argument in a number of books about this issue , as to whether

IMC is an accepted discipline and here to stay. There are reversible observations about its

interest (relevance) and significance. Some authors, for instance; Kliatchko (2005), arguably

said that IMC is controversial on definition and uncertain matters still remain unsettled,

actually Swain (2004) accepted that the definition of IMC is still debatable. As adapted from

Kitchen, he argued that ideas and definitions of IMC are differentiating so much, so that

makes the concept of IMC obscure and indefinite. "The majority of previous arguments and

researches of IMC has centred on the adoption of and use by product and packaged goods

marketers" (Nowak, Cameron & Delorme, 1994). Nevertheless, the problematic issue with

initial information in the literature about IMC is that they got stuck in either the concept of

promotion management or advertisement, in other words they could not differentiatedistinctly the concept of IMC. Even though initial books and written works on IMC

concentrated on committee approaches and the terms of advertisement.

1.2. Discussion

Kliatchko (2005) says, that the concept of Integrated Marketing Communication is one

spirit, one voice, one look. Egan (2007) also agreed with this point of view. According to

Kliatchko "one spirit" means that the companies have personalities, characteristics in order to

demonstrate their current or forthcoming goals to their target audiences. Similarly, they also

required to progress the processes and observations in order to keep their current clients and

expand target audiences. For instance Google has a spirit to communicate in the market. Even

though they say that Don`t be evil, however they were not good to their competitors, so that

others could not cope with Google anymore. The market has been monopolistic. As can be

seen their spirit or character does not correspond with their actions in the market. But they

still want to communicate with their target audiences in this way.

The terms of saying one voice might be considering word, the way of talking, manner or

tone of voice. Companies have especial voices for instance Turkish Airlines is using same

music and slogan for ages, Asda`s voice always use slogans to emphasise low prices but the

voice of Waitrose emphasises the quality of products. This is because, their target audiences

categorize differently for each company. Again terms of voice might be different as per the


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company. However clients sometime are tired to listen to same words or slogans but it does

not matter positively or negatively because brands are still memorable by them.

In one-look strategy, this term uses in order to emphasize the image of brand. What is more;

the choosing suitable colour, packing shape , design. All these factors have a psychological

impact on the clients. Similarly, these aspects customize according to nature of business. Forinstance a bank , in their every single branch they have a one-look by using same colours,

designs, decorations, brochures and leaflets etc.In this way, they demonstrate one image of

brand to people and they are able to strengthen the image.

1.3. Conclusion

The concept of IMC is very important for Lizis Granola. This is because, IMC potentially

ensures that being persistence and also image more prominent. This concept sets up sincerity

on Granolas product because it is seen as a whole, instead of being an assemblage of

piecemeal operational units. Integrated marketing communication supports each point ofcontact and reaction of media, and maximizes action by accentuating the perspective of one-

look and one-voice. IMC ensures that the continuity of purchasing and also ensures that the

experience of ownership. Therefore it is significant for Lizis Granola. Similarly, the bran d

image of Lizis Granola and consciousness are constructed quicker because all planned

messages are consistent, and the best instrumentations of media are utilised established on a

strategic marketing plan.

Another importance of IMC for Lizis Granola is to ensure retention of clients and rising of

satisfaction among the customers by giving tangible examples with IMC. The money, which

is to spend for advertising, might be used more effectively by benefiting the concept of IMC.

Furthermore, the organisation of Lizis Granola will build the durable foundation of aextensive and loyal clientele, an stable reputation, a favourable public appearance by using

the concept of IMC. These aspects also cannot be duplicated by their competitors if they

perform them completely.

Lastly, Lizis Granola applies to IMC suitably in order to communicate with its target

audiences, and then they can be a monopolist leader of the market.

2. THE CRITICAL EVALUATION OF POSITIONING IN MARKETING

COMMUNICATION

2.1. The Concept of Positioning

The word of positioning means that to visualise the good within target audiences. The

purpose is to illuminate which factors influence the choices of clients (Opetushallitus

Etlukio 2009).

According to Chris Fill (1999), he says that if there is more than one product in the market,

then each company needs to position their goods in the mind of clients. Additionally, when

the product is promoted to the clients, the clients need to have a certain level of attention to

purchase the product. However, when their competitors reposition themselves, reasonably thenumber of competitive offers rises spontaneously. The important thing for target audiences is


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where they are able to get more knowledge about product in despite of other competitors

products, which make them to choose in which one is more beneficial for them. Again, it

does not mean that the product they choose is the best or better but they just have an more

idea about that product specifically compare to others.

Another perspective about positioning has been made by David Ogilvy (1983). Ogilvy saysthat you must know how you want to position your product. Ogilvy also describes

positioning as what the product does, and who it is for. His observation tells us that having

a position is a must before getting into the social media because if it does not have a distinct

image or idea in consumers mind , and then it would not be recognisable by consumer in

contrast to other products. Negatively, the concept of positioning would be done by audiences

but it may not be as you wish.

2.2. Discussion

According to Al Ries and Jack Trout (2002), positioning is a sense that occurs for taking aplace in the mind of their target audiences. Similarly, that means is to assemble perceptions

of product or service which is related to same category of their competitors perceptions.

There are some successful examples of positioning applications. For instance it is very well

known that popular films are generally made in Hollywood, Bollywood and Hong Kong.

(Cayla and Eckhardt, 2008)

Some examples might be given from automobile industry; Volvo is taken part in peoples

mind as a manufacturer of safety family cars. This benefits from its executive positioning

concept. However, Ferrari is positioned to its clients as a speedy, sexy and luxurious car.

2.3. Conclusion

The concept of positioning is very essential for Lizis product, this is because their slogan is

we are the first company in the world to measure Glycaemic Load (GL) of our products so

that required to be well positioned as a inventive role in the eyes of target audiences. They

also came up by saying that they are producing these foods with organic way in the farm.

They also went to university laboratory to test and approve scientifically that it is organic and

ensures to clients a plenty of reliability in terms of being in good health. Lizi's Granola needs

to demonstrate all of these aspects of product in order to exist in the market and also to be

communicated properly with its target audiences. Therefore they are strongly required to the

concept of positioning. However they should take some steps in order to structure a durable

position in the market. This is because, in terms of existing in the food industry is very

touchy market and it mightbe affected simply by clients reviews such as word of mouth.

The concept of Positioning needs to be long term for the market of Lizis product.

Positioning ensures that you can differentiate your brand image by adding value on it,

however it is also important that the value you have put upon the product that how accessible

for Lizas competitors. This is because; being a monopolistic ensures lack of competitivity

for a company. And also, Lizis slogan is trying to fulfill this matter but just being positioned

well might be performing this.


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3. THE CRITICAL EVALUATION OF PUBLIC RELATIONS IN MARKETING

COMMUNICATION

3.1. The Concept of Public Relation

The definition of Public Relation is the process of convincing the media to assign theirairtime and column inches to a brand is acknowledged as public relations. In contrast to

advertising, Public Relation does not exist with aim of selling itself. PR tries to capture and

progress two things: to enlarge the identity of organisation and perceiving of the business in

social environment. PR carries out atmosphere of conditions in order to have an idea or

perception that manipulates the business positively.(www.egan.co.uk)

According to British Institute of Public Relation, BIPR (2006), the term of PR is to define as

purposeful planned and continuous working to set up a common perception between

organisation and public life. Similarly BIPR also expresses that PR is not a indiscriminate

activity, it has to be consciously planned. Designing PR necessitates interest, givingconsideration, investigation, prediction, analysis and outcomes.

Public relations have a general consensus in the literature of Marketing Communication. PR

is also a significant promotional tool in Marketing Communication. (Armstrong & Kotler,

2005; De Pelsmacker, Geuens, & Van den Bergh,2005; Dibb, Simkin, Pride, & Ferrell,1994;

Fill, 2002; Ries & Ries, 2002).

3.2. Discussion

Public Relations support the profile of brand and credibility of product by using stories,

cartoons and images etc. The method of PR significantly supports the persuading of clientson goods which unavoidably causes to raise ethical questions about the use of product or

buying the product. However, by giving one example, the average age of target audiences

also influences the level of purchasing the product. In a imaginary situation, a product which

is generally more convenient for young people, surely most of the review and response will

be done by them, not by middle age people.

It is very controversial that messages of Public Relations and being sensational positively or

negatively in the media, can act as monolithic forces rendering the client incapable of

resisting (Nava, Blake, Macrury, & Richards,1997).

According to Austin and Pinkleton (2001), they mention the effect of Public Relations in

eight degree these are: consciousness, information, observations, attitudes, believing, short-

term or long-term manner and values. These are consequent of PR processes. Meanwhile,

there is no absolute control upon all these aspects and for this reason, the process of

improvement upon these aspects are very tough. Indeed, this is not such as advertising to be

controlled by the amount of money to spend. That is a values-oriented impression, is

obviously a virtual aim.

Public Relations are potentially to evolve consciousness, reputation and acknowledgement of

product upon consumers, in terms of having persuasive messages in the media.(McNeal,

1999). The impacts of messages in the media are not entirely understandable and perceivableas per results.(Rotzoll & Haefner, 1990). PR ensures that the speculative arguments to


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publicity, these are significant for PR to be long-term and also influence clients to be free in

their choices on different products.

3.3. Conclusion

The terms in PR are more objective rather than being subjective. Therefore, some firms have

different strategies to use this power of Public Relations. For instance, a bank disburses

money to some authors to share their positive observations publicly. This is because, in the

eyes of public, authors are unbiased and reliable. Benefiting from their attitudes is to increase

the credibility, awareness and reputation of product and also brand.

By giving some examples will be more beneficial for the clarification of the PR concept.

Firstly, the positive example of Argos in PR. Anthony Voz, the artist, he has found one of the

Argos old brochures, which was a press of 1976 and he presented scans of the catalogue to

public. However the catalogue was out of date but it just demonstrates the people that howcaptivated comparison between present and past. And then, many people looked into it. This

was amazingly a positive attention for Argos. This is because, even though Argos has no

intention to create these goods again but just provided to be some fascinating dreams in

people s mind. This is what preciously Public Relations are.

Secondly, BP is one of the bad examples of PR in recent times. This is because; BP caused

one of the biggest environmental problems in recent years. The oil spill of BP has damaged

very large area in the Gulf of Mexico. Even though, The Company accepted to pay billions of

pounds but it is not enough to repair their ultimately being damaged profile and reputation.

Consequently, can be said that PR looks after reputation and also this concept significantlyaffects the Lizis Granola. According to Lizis Granola slogan, their goods are suitable for

healthy life and they are encouraging this by measuring the Glycaemic Load (GL) of product.

However, they need a way to demonstrate this attitude to put in the mind of people or their

target audiences. The way might be making a survey publicly by letting people to test the

product. This is because, the survey potentially creates the awareness about product and also

reputation of brand. Similarly, in this century people are aware more about organic and

healthy products, so that personally people can find this kind of product positively

sensational. That is why, is not difficult to catch public attention towards this kind of product.

However, simultaneously the elements of the company and company profile is very delicate

in the food industry so the profile easily can be damaged by PR either (e.g. Coca-Cola in

Canada). Therefore, Lizis Granola needs to be very careful while taking some steps in PR.


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4.THE CRITICAL EVALUATION OF BUSINESS TO BUSINESS CONCEPT IN

MARKETING COMMUNICATION

4.1. The Concept of Business to Business

According to the assertion of Egan (2007), The concept of Business to Business in MarketingCommunication is more rational and more long term. However, it is more helpful to be

looked into the what is the term of Business to Business (B2B) in Marketing Communication

and what is the difference between B2B and B2C ( Business to Consumers ).

Firstly, to start by addressing the definitions of B2B and B2C. The term of B2B is to describe

merchandising in between one business to another business in the market. The term of B2C is

to explain that business to consumer. For both of them, goods might be service or products.

Similarly, B2B and B2C have clients but the expectations and approaches of clients are

different for each concept. Therefore, typically strategies and perspectives of each function

will be different towards to market. Meanwhile, the essence of communication in the marketwill differentiate while markets are to expand and to be more competitive.

The clients in the B2B concept are more rational rather than being emotional. Therefore,

demands are clearly different. According to clients demands, the strategies of firms are

affordable prices, promotional products or services, availability of multi-step buying process

etc.

However, basically the features of product or service should rationally apply to clients

demands in B2B.

4.2. Discussion

In order to clarify the concept of B2B and B2C to take an example might be more beneficial.

For instance imagine a general manager of a bank, the bank wants to renew their cars and

general manager has senior decision maker so that his perspective probably will be more

rational rather than being emotional. However, after this process, the executive committee of

the bank has decided to reward general manager after a very profitable year. They told him to

buy a brand new car by using a limited budget of the bank. According to the managers

perspective, he will make a decision more personal. He most probably considers emotional

aspects, these are; colours, origin of the producer, usefulness, other family members

requirements etc. (Lynch, Joanne & de Chernatony, Leslie (2004)

According to Webster and Wind (1972), The concept of B2B in Marketing Communication

ensures that evaluation to choose the product among brands and suppliers, identification of

purchasing product is a formal process for B2B buyers.( Fill ,1995). In this way, companies

can combine suitability and effectiveness and use them to communicate in the market.

However, purchasing process in B2C is not that much complex and not a multi-step process.

Buyers in B2C are guided by emotional terms, so that technically they do not feel the need

for a hundred per cent understanding of goods to purchase. Conversely B2B buyers generally

expect the high level of understanding upon goods they want. As per type of clients to take

risks in the buying process, certainly buyers in B2B have much more risk and stress. This isbecause they investigate huge amount of money so their company profile and prestige also


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are at risk. On the other hand, consumers in B2C have no specific risks, they are only

responsible to lose their personal budget. (Ford et al., 2002; Anderson & Narus, 2004)

4.3. Conclusion

The concept B2B is significantly relevant to Lizis Granola. For instance if Lizis Granolawants their product to be sold in Sainsbury. Firstly, they need a strategic plan that need to

have a potential to respond Sainsburys rational demands. Furthermore, Sainsbury might be

to expect affordable price according to similar products in the market, and they want

complete understanding of product such as accuracy of slogan, packaging. This is because

Lizis product will probably be a part of luxury products.

On the other hand, Sainsbury (buyer) also consider that Lizis Granola how successfully use

the application of PR and Positioning. This is because; applications of PR and Positioning are

very effective on the high range of sales. Lizis Granola also needs to consider marginal

consumers demands which is more emotional but simultaneously should take some steps toadd value on product by considering circumstances of B2B as well.

Consequently, If Lizis Granola wants to compete in the market, they maximally need to

respond conditions of B2B and B2C ,which are consisted of rational and emotional senses, in

the concept of Marketing Communication.


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Kitchen, P.J. (2005) New paradigm IMC under fire. Competitiveness Review,15(1), pp. 7280.

Kliatchko, J.G. (2005) Towards a new definition of integrated marketingcommunications (IMC). International Journal of Advertising, 24(1), pp. 734.

Madhavaram, S., Badrinarayanan, V. & McDonald, R. (2005) Integrated marketingcommunication (IMC) and brand identity as critical components of brand equity

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Schultz, D.E. & Schultz, H.F. (1998) Transitioning marketing communication into thetwenty-first century. Journal of Marketing Communications, 4(1), pp. 926.

Swain, W.N. (2004) Perceptions of IMC after a decade of development: whos at thewheel, and how can we measure success? Journal of Advertising Research, 44(1), pp.

4665.

Nowak, G.J. & Phelps, J. (1994) Conceptualizing the integrated marketingcommunications phenomenon: an examination of its impact on advertising practices

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Cayla, Julien and Giana Eckhardt (2008), Asian Brands and the Shaping of aTransnational Imagined Community, Journal of Consumer Research, 34,

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Armstrong, G., & Kotler, P. (2005). Marketing: An introduction (7th ed.). UpperSaddle River, NY: Pearson Education.

De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2005). Foundations ofmarketing communication: A European perspective. Harlow, London: Prentice Hall.

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Ries, A. & Ries, L. (2002). The fall of advertising and the rise of PR. New York:Harper Collins

Nava, M., Blake, A., Macrury, I., & Richards, B. (1997). Buy this book: Studies inadvertising and consumption. London: Routledge.

Austin, E. W., & Pinkleton, B. E. (2001). Strategic public relations management,planning and managing effective communication programs. Mahwah, NJ: Lawrence

Erlbaum.

McNeal, J. U. (1999). The kids market: Myths and realities. Ithaca, NY: ParamountMarket Publishing

Rotzoll, K. B., & Haefner. J. E. (1990). Advertising in contemporary society:perspectives toward understanding (2nd ed.).Cincinnati, OH: South-Western

Publishing Company


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Lynch, Joanne & de Chernatony, Leslie (2004)--The Journal of Brand Management,Volume 11, Number 5, 1 May 2004 , pp. 403-419(17)

Wind, Y., and Webster, F.E. (1972). On the Study of Industrial Buying Behavior: Current Practices and Future Trends. Industrial Marketing Management, 1, 409- 415.

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www.egan.co.uk
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marketing communication assignment 15737

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