...Middlesex University , BA Marketing LIDL Integrated Marketing Campaign MKT2232 Branding and Integrated Marketing Communications Module leader: Moustafa Battor Students | Name | Student Number | | Nils Wurl | M00367256 | | Mihaela Palca | M00378081 | | Maedh Marsha Zambrano | M00384704 | | Sara-Sofia Broberg | M00373321 | Seminar tutor | Dinesh Nanayakkara | Time | Monday | 1pm to 2pm | Content 1. Introduction 3 2. Situational Analysis 4 2.1 PEST Analysis 2.2 SWOT Analysis 2.3 Current IMC Analysis 2.4 Competitors Analysis 3. Marketing Strategies 9 3.1 Marketing strategies 3.2 Target Market 3.3 Campaign Objectives 4. Campaign 11 5.1 Theme, Message and Brand Values 5.2 Promotional Tools 5.3 Campaign Budget 5.4 Schedule 5.5 Evaluation 5. Appendices 17 6. References 23 1. Introduction Lidl was founded in Germany as a grocery wholesaler in 1930. Its first shop in the UK opened in1994 and has grown to over 500 shops. This report outlines Lidl’s Integrated Marketing Communications (IMC) plan to raise brand awareness, customer satisfaction and to increase the company’s market share. It is also the start for a new era by introducing an online shopping service which is absolutely crucial to stay competitive in the UK’s grocery industry. Furthermore, by extending Lidl’s Deluxe range the company is responding to the shift...
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...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...The PMA/Northwestern University ROI of Integrated Marketing Research Project Research Results Developed by The PMA Educational Foundation, Inc. Northwestern University and The Dudley Group, Inc. in association with the Forum for People Performance Management and Measurement © Copyright 2005 by the PMA Educational Foundation, Inc. All rights reserved Copyright © 2005 The PMA Educational Foundation, Inc. All rights reserved. Published by The PMA Educational Foundation, Inc. 257 Park Avenue South New York, NY 10010 As the educational arm of the Promotion Marketing Association, Inc. (“PMA”), the PMA Educational Foundation, Inc. is dedicated to serving the public as its primary source of education, research and information on promotion and integrated marketing. The Promotion Marketing Association, Inc. is the premier trade association representing the $300 billion promotion marketing industry. Its members include many Fortune 500 corporations, top promotions agencies, suppliers of important promotional products and services, law firms and academics. The PMA is the voice of the promotion industry recognized and relied upon as the primary resource of promotion education, information and interaction for marketers. The PMA Educational Foundation acknowledges and thanks everyone who contributed to this project. Copyright © 2005 by the PMA Educational Foundation, Inc. All rights reserved. No portion of this work may be reproduced, transmitted or disseminated in any form...
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...Integrated Marketing Campaign Integrated Marketing is used with in many companies to unify different marketing techniques such as one-to-one marketing, mass and direct marketing. This paper will investigate the company Coca-Cola and determine whether or not it has an integrated marketing campaign for the many products they sell. I will define and address what values an integrated marketing plan can add to a company. And finally will focus on explaining how a company which does not have an integrated marketing campaign may benefit from having this type of marketing plan as a part of their business plan. Coca-Cola was invented in 1886, in Atlanta, Georgia by pharmacist Dr. John S. Pemberton. Asa Griggs Candler later on bought the formula and brand in 1889. Coca-Cola currently serves on average 1.6 million servings each day in over 200 countries with more than 500 brands. Coca-Cola is a great example of a company which uses IMC for the products they have. This company uses the many methods of integrated marketing in order to communicate with its target market and many consumers. A couple tools they normally use are personal selling, events, advertising, publicity/public relations, direct marketing, sales promotions, and interactive/internet marketing. “The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca-Cola is will to be close to its consumers, to be a part of their daily life, to become a kind of ritual attached...
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...Dear students, I found this article worth reading. It tells you so much about how well you can evaluate an IMC campaign & expose the shortcomings or strengths within it. Revert back with your observation(s), & if possible try to implement this article in evaluating the reason for failure of any IMC campaign. Evaluating IMC campaigns: Today’s business world is dominated by uncertainty and challenges. On the one hand customers have become increasingly demanding and critical regarding companies and products. They expect instant gratification, innovative products, special offers and perks, while at the same time demanding ethics, responsibility, impeccable reputation and brand value. On the other hand the global economy in going through rough times, putting a lot of financial pressures on companies and shifting business focus on accountability and control. Improving marketing communications management becomes an imperative in this context. The efficiency of the marketing management process is determined by a systematic approach to planning and evaluating outcomes. Measuring the results of integrated communication campaigns, especially initiatives aimed at determining behavioral changes, raises a unique challenge to marketers. Increasing downward cost pressures have determined marketers to move their budgets away from the expensive mass media advertising and to explore new, more targeted and innovative territories. At the same time, the explosive development of media...
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... Integrated Marketing Strategy Joey Willoughby OMM615 Integrated Marketing Communications/Advertising/Public Relations and More Instructor: Dr. Janis McFaul September 29, 2014 Integrated Market Strategy Introduction: This research document will encompass an integrated market strategy for the Toyota Tundra. It will embody such descriptives as an overview/executive summary of the marketing strategy, the product and desired brand image, the target market, including buyer motivations, demographics, and psychographics, the over-all marketing strategy, including positioning strategy versus competitors, a promotion and advertising campaign that includes a description of one advertisement, a suggestion and descriptive of one advertisement, a suggestion and descriptive of a public relations campaign, the utilization of an Internet marketing campaign, including website and utilization of email, and a direct marketing campaign, including customer relationship management. Is an integrated market strategy for the Toyota Tundra the most logical way for Toyota to advertise and sell their product? Overview/Executive Summary of the Marketing Strategy: According to Toyota Global, 2014 Toyota...
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...Marketing is considered to be one of the most important aspects of a successful business practice and its importance is further increasing caused by competition becoming more intense in all industries globally. However, it has to be noted that “marketing is not the same as marketing research or planning. Neither it is the same thing as selling, nor it is a synonym for the marketing concept. Marketing as it is conceived by business authorities today is a broad function of business composed of many elements” (Kumar, 2001, p.1). Therefore, all elements of marketing need to be perfected in order for the company to be successful in a long-term perspective. This article represents a critical analysis of marketing communications materials used by Coca-Cola Company a global beverage manufacturer and retailer based in Georgia, United States. The Coca-Cola Company comprises many brands and products, and this paper focuses on marketing communication materials associated with one of its core products, the Coca-Cola drink. The article starts with description and analysis of various types of media employed in order to promote the Coca-Cola, followed by the identification of objectives of Coca-Cola campaign. Then, extensive analysis of images and words used in Coca-Cola campaign is undertaking in order to ensure a greater scope for the current research. Moreover, attempts are made to analyse the appeal of Coca-Cola marketing messages, as well as, assessments are provided at what extent Coca-Cola...
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...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different elements...
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...searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid...
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...components of marketing communications, addressing challenges of integrated messaging. I will focus on a smaller component of the Air Force that specifically targets a different market. I will assess how the Air Force Reserve has integrated and unified their marketing materials. The Air Force Reserve is a separate command within the total force structure of the Department of the Air Force. The Air Force Reserve adds the additional strength of nearly 75,000 personnel to the active duty Air Force strength of 365,000. I choose to explore this section of the Air Force since the Air Force Reserve is a smaller, more specialized entity. Just as the active duty Air Force has the slogan “Step into the Blue”, the Air Force Reserve also has etched out a slogan of their own, “Above & Beyond.” The Air Force Reserve recruiters are searching for a smaller share of the market than their active duty counterparts. The Air Force Reserve is primarily searching for individuals who have previously served on active duty and who want to continue their military commitment part time. However, the Air Force Reserve has a smaller pool of applicants to work with, thus, making the recruiters job a little leaner. Therefore, the Air Force decided to tackle the problem head on. The Air Force consolidated several existing organizations into a combined communications doctorate (Higgs). The new doctorate integrates the functions of public affairs and integrated marketing and will be responsible...
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...searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments...
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...Assignment 4: A Message Without Words Due Week 9 and worth 200 points Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Write a ten to fifteen (10-15) page paper in which you: 1. Copy or re-create the picture advertisement and include it on the title page. 2. Craft a message for this image and its appeal to the public on behalf of Benetton. 3. Define the goal of this campaign and the targeted audience with supporting rationale. 4. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model. 5. Formulate an integrated marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address: 1. The technologies used along with expected benefits of each. 2. How the message and goals will be promoted. 3. Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified. 4. Use at least five (5) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources. Your assignment must follow these formatting requirements: Be typed...
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...Consumer and Commercial Product Divisions have been working aggressively to create an Integrated Marketing Communications Plan. The Integrated Marketing Communications Plan (IMC) “evaluates the strategic roles of a variety of communications disciplines for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.” (Kolter & Keller, 2009), however, even though the Marketing Director of Consumer Products Division, Joshua Edwards, has worked with his team to generate multiple ideas that he has presented as an IMC plan it needs to be reviewed with a critical analysis because it does appear to meet the definition. After reviewing the plan sent by Joshua and having the Financial Analyst, Abbey Buzwelda, report that the Consumer Product Division campaign will not break even until Year TWO which will not meet the profitability goals of the company. The second part of Abbey’s report addressed the fact that the Commercial and Consumer Products division could have economies of scale by working together in their marketing communications. Let’s look at what needs to be done first in order establish a strong Integrated Marketing Communications Plan for Graves Enterprises. Introduction Graves Enterprises need to establish a total marketing communications budget for both divisions. Even though it is more difficult to do according...
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...IMC as concept of marketing communication planning that combine and evaluate strategic role of different communication discipline to get the clarity, consistency and greater impact (Saeed, 2013). The American Marketing Association also defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” And Raman and Naik (2005) defined the IMC in following words, ―an IMC program plans and executes various marketing activities with consistency so that its total impact exceeds the sum of each activity (Saeed, 2013). From all definition above we can know that the based concept of IMC is communication. With the communication, IMC try to maximize positive message and minimize negative massage from the brand. In another word we can said that IMC is like a tool or method that use for build a brand and make a brand more stronger. In IMC we can combine the function from the marketing such as advertising, personal selling, sales promotion, public relationship, and etc. Therefore a brand relationship will be created and maintained, and after that if the brand relationship is good, the customer will choose our , and we can get a lot of profit. 1.2 History of IMC The term of Integrated Marketing Communication first time appear in 1989. Since that time, business activities, particularly marketing no longer use traditional...
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...The Real California Cheese case study 1/ Analyse the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful? The Happy Cows campaign developed by the CMAB contributed to create a distinct identity that is the focal point of their integrated marketing communications program. This campaign has been successful because it is really customer-orientated, using emotions and humour to reach customers. Indeed customers can easily remember the brand because it puts them in a good mood and leaves a positive image. Moreover, with humour, the campaign is more accessible and the company can reach a larger variety of consumers of all ages. Everyone can easily understand the message of the brand. The company succeeded in making creative campaign to create a real brand identity with a combination of many factors, including their name, logo, as well as their image or associations: the cow that comes to mind when consumers think about them. The use of the cow in the campaign helps to tell how California cheese is better because it comes from contented cows The success of the TV commercials has allowed the company to extend their campaign on other medias such as radio, billboard and Internet. As people had already images of the cows in their head they were able to visualize when listening to 60 second...
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