Starbucks is recognized as the most successful coffee chain store in the past few years. Company Registration No: 4964706. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. Nevertheless, monitoring, evaluation and control are included for Integrated Marketing Communication programs to meet the objectives. Throughout the years, Starbucks has expanded its business in both locally and globally. IMC Tools. The integrated communication strategy is built to establish the positioning of the product and to back communication objectives (Mihart, 2012a). It is a place where Starbucks can collect suggestions and feedback from customers. How to Ensure the Effectiveness of an Integrated Marketing Plan. 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 should be better than any of the competitor. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. This is the principles of how we live that every day. This mix consists of the different channels you will use to reach your customers. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. Start studying Ch.1 Intro to Integrated Marketing Communications. The most effective campaigns will incorporate as many forms of media as possible in order to rea… PDF; Size: 2 MB. 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. The answer to this question will help us identify our communications objective. 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. “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. The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. Integrated Marketing Communication Strategy . Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. Attract the business class people; Media Strategy. Another IMC objectives are create and increase the brand loyalty toward Starbucks. Forging a genuine, lasting relationship with customers is the ultimate way to gain trust and ensure long-term sales. Starbucks achieved a sales turnover of $7.8billion, an increase of 22% compare on 2005, and operating margin of 11.4%. Marketing Communication Objectives. This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. 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. Our academic experts are ready and waiting to assist with any writing project you may have. This can refer in appendix table 1. Nek Arik. Meaning – A SMART objective of marketing based on the growth perspective. Customers are presented with a similar tone and style that reinforce the brand’s core message. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. This is because it is a neighborhood gathering place that is become a part of the daily routine in our life.Quality is the key goal for Starbucks company that both in product and experience. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Advertising and Promotion - Integrated Marketing Communication. 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. File Format. Ideally, potential customers would see one of your brand’s blog or social media posts and immediately recognize who wrote it. Summary Overview The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. Most of the Starbucks news are released or issued three months before the product is launched. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. This plan also addresses some of the issues and challenges surrounding developing, implementing and controlling the organization’s IMC program. This is accomplished through truly integrating a customer-centric strategy. 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. Think of this as the bridge to making a sale. Starbucks has an innovative idea for their coffee creations, from a hot Caramel Macchiato to a Java Chip Frappuccino. 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. The communication objectives should be specific, measurable, achievable, realistic and well-timed. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. On 17 December 1998, the first Starbucks store is opened at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. The next objective of IMC is cultivating the desire in your customers to make a purchase. or. 1st Jan 1970 Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. if these aspects and challenges are overlooked, then it could negatively impact the overall marketing strategy of the organization. Details. Encyclopedia of Business: Marketing Communication, Lumen: Determining IMC Objectives and Approach. Most of the time, we believe that, objective of marketing communications is to sell something. You can also communicate information about the product to your would-be customers. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Coffee, espresso drinks, tea, blended drinks, coffee mugs and other coffee accessories are selling in Starbucks stores. This is the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. Technology has increased the avenues available for advertising and other marketing campaigns. It’s actually very simple. VAT Registration No: 842417633. IMC has four main marketing objectives: awareness, interest, desire and action. This also helps Starbucks expand their market in this industry. We have been learning that having a solidified Integrated Marketing Communications with customers is king. Download. Here the objective of marketing can be achieved by using sales and marketing means to improve sales and growth of the company. theseus.fi. Marketing Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. These two criteria are critical to integrated marketing communication. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. MMC Learning: Marketing Communications: What is IMC? Here are … The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. 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. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. Then along came digital marketing. A. If you need assistance with writing your essay, our professional essay writing service is here to help! Chelsea Levinson earned her B.S. Some special cool beverage are iced caramel macchiato, iced caffe mocha, iced caffe latte, iced Americano, iced coffee, tazo iced tea and iced chocolate. 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 … The main idea behind all of the integrated marketing communications and media strategy will be to deliver the message to the customers. Starbucks used some of the IMC program to push the sales of the stores throughout Malaysia. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. This can help to quench customer thirst and find the refreshing relief in one the beverage. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. An Integrated Marketing Research strategy will be included to promote the company, product range or product and improve on the current strategies used. Marketing communication objectives are long-term goals where marketing campaigns are intended to drive up the value of your brand over time. This is can create a two way communication between Starbucks and customers. It is also create a “community atmosphere” among premium coffee lovers. 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. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Tailor your resume by picking relevant responsibilities from the examples below and then add your accomplishments. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. The important thing is before we start designing our marketing communications campaign we should clearly set our communications objectives. It is also being regard and differentiate itself as more than just a coffee shop. This offers customer better and greater convenience when they make a purchase at any Starbucks store in Malaysia for their beverages, foods and etc. After forging relationships with your customers, gaining their trust and piquing their interest in your products, your last objective of IMC is prompting the customer to take action on a purchase. It has operated its business from a coffee bean seller to one of the world’s most familiar coffee houses. Advertising on Facebook, twitter, in store posters or chalkboards and sending out emails are the examples of Starbucks direct marketing. Starbucks services also include the creation of a very cozy, home-like atmosphere that invokes social interaction. All this products are quite popular that ordered frequently by customers to go with a cup of Starbucks coffee. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. A marketer while devising and formulating the IMC plan has to consider all these important aspects. Promotional Objectives. Starbucks physical store environment is built around brightly lit cafés with comfortable seating, the aroma and taste of coffee. It occurs in a manner that is comprehensive and integrated … Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. Online advertising includes social media campaigns in addition to internet ads. 3. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. In order to design Integrated Marketing Communications activities, the company needs a proper communication strategy and communication plan. The purpose of integrated marketing communications strategy is to work toward the common goal of customer focused marketing. Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. The refreshing treat of beverage creates smoothness effect to customer. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. The aim is to have all the channels work in aggregation rather than seclusion. To make this most effective, management must understand the characteristics of audiences, messages and media. We're here to answer any questions you have about our services. Looking for a flexible role? Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. Choose Your Marketing Communications Mix. Starbucks should not only concentrate serving their existing customers but also come out with some marketing plan to attract their new customers. 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. It has established itself as the world’s leading retailer, roaster and brand of specialty coffee in this industry. In the first two posts of this 6-part series, we discussed: The importance of setting S.M.A.R.T. Once the customer knows how much value your product provides, they will be more comfortable paying for it. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. The premier roaster and retailer of Starbucks specialty coffee in the world strive to bring both our heritage and experience to life. Starbucks did not have any roadside billboard banners that advertise their products and services. Starbucks also offers seasonal specialty beverages to be served during the holidays such as the Gingerbread Latte and Peppermint Mocha. Sponsorships. The eight major Integrated Marketing Communication tools are as follows:-Advertising. Free PDF. 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. These integrated marketing communications will be adopted to accomplish the marketing and communication objectives of this plan. 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. 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. 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. IMC helps people recognize your brand across media. Study for free with our range of university lectures! INTEGRATED MARKETING. Customers can easily switch to other brand when one thing turns them down. Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. 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. Many businesses incorporate blogs and other content into their IMC approach as a means of providing value and expertise to customers. Download with Google Download with Facebook. 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. 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. It is one of the public relations or mass media that Starbucks presented online their information and updated news. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Becoming a leading retailer and coffee brand is the Starbucks retail objective by selling their first quality coffees and related products to their target markets. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. Integrated Marketing Communication Plan Vodafone. Download Full PDF Package. Integrated marketing allows this relationship-building to occur in a way that’s natural and mutually beneficial to businesses and customers alike. Their website in Facebook the benefits of creating a truly IMC plan: Real Estate communication objectives are goals... 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