Integration of Marketing Communication - Essay Example

?Table of Contents Integrate to Marketing Communication Institute Executive Summary The consumer sector Arnott’s Tim Tams Chocolate Biscuits Company is targeting is the well-know concerned consumer. These kinds of consumers find it important to know where their products come from. These consumers want to purchase Fair Trade products like Arnott’s Tim Tams Chocolate Biscuits, since they find it important that with purchasing that product, they essentially assist those who have manufactured it. Next, Fair Trade products will support the integrity of Arnott’s Tim Tams Chocolate. Introduction In order to suggest what makes Arnott’s Tim Tams company a strong brand name one has to have a closer look at the corporation’s competitive advantage, its strength and weaknesses; the client fairness and their market blending. Considering the company’s products, its organization and its mission, its competitive advantage is its reasonable trademark. Clients who purchase fair trade products are viewed as being decent consumers. Ethical consumers are concerned with fair prizes among other things (Schultz et al.2002). Therefore, it can be suggested that Arnott’s Tim Tams competitive advantage is its reasonable trademark because it deals with a particular type of consumer who is willing to pay more money for products and become loyal to the company, which on the other hand is selling fair trade products. Furthermore, Arnott’s Tim Tams product success is one of its chief strengths. The company pays a lot of focus to the quality of its products and its suppliers. For that case, this is the reason why the customers are considerably fulfilled and are eager to pay more. Arnott’s Tim Tam clients can be certain that they will purchase high standard products. Context Analysis As much as client fairness is concerned it can be suggested that it comprises of value fairness, brand justness and affiliation equity. Patrons who are justly worried about the concern of fair trade are most probably to bond with Arnott’s Tim Tams biscuit chocolates if they are the just fair trade brand in the area. Bringing a closer look at Arnott’s Tim Tams marketing blend, 4Ps can be taken into account. The price, product, place, and promotion. Taking into account Arnott’s Tim Tams product prices, it can be suggested that its products are not cheap, but simultaneously they are affordable. The patrons understand the fact that they pay more for the product bearing in mind that they embrace fair trade. The chocolate biscuits industry is becoming more concerned with very precise target markets. The premium chocolate, for example is very prominent. The threat of chief producers penetrating in to the classification is rather high. Arnott’s Tim Tams brand is well valued amid those who have had the privilege of feeling the product. The brand has a paltry market share than the bigger competitors in the classification who have more monetary influence and extensive market share. Conversely, economic development has been reducing globally, with a lot of consumers losing their jobs and taking key pay cuts (Schultz et al. 2002). Going by the specifics, consumers are measuring their spending patterns and are cutting out on extravagant things and opting for inexpensive varieties of certain products. With respect to market trends in the chocolate biscuits industry, one great opportunity for Arnott’s Tim Tams could be to make their chocolate biscuits not just for fair trade product, but also a premium product. Arnott’s Tim Tams company could as well increase its market share by growing many distinct unique tastes. If there is any more opportunity, it is probably that the company will attract more consumers. The other opportunity for Arnott’s Tim Tams lies in printing the cocoa content on its products for customers who are attentive on this. Ultimately, the company could begin a new, entirely natural, product side. As a result, these consumers will see it as fair trade and natural. This will be very appealing to their present consumer sector. Furthermore, another opportunity for Arnott’s Tim Tams is the fact that the fair trade market is expanding, which will offer the company the chance to grow not just its portfolio of products, but as well grow geographically. However, the development of the fair trade market also brings threats. For instance, many corporations learn that some of their clients are eager to pay more so as to purchase fair trade chocolate biscuits. Consequently, this would amount to more stiff rivalry. Companies that fear losing their clients to fair trade brands produce their own special fair trade products. Another essential threat is current monetary crisis (Schultz et al.2002) The predicament may influence the sales of fair trade chocolate biscuits products, since the consumers may show tendencies to purchase inexpensive chocolate biscuits as opposed to costly fair trade chocolate biscuits. IMC Objectives According to Schultz et al. (2002), the chief goal of Integrated Communication Marketing (IMC) is to create the trademark in all contexts with all the shareholders. The key goals of Arnott’s Tim Tams campaign are to re-create the status, trust and loyalty amid its customers, media and workers and retain its market status. Further the growth of private guarantee quality working at both institutional and supply chain degree and the safeguard of the company and product trademark. The integrated communication (IMC) apparatus that could be use by Arnott’s Tim Tams include publicity. The key goal of this campaign via publicity is to communicate to the consumers considering the fact that will take place and guarantee them on their safety. Another IMC tool is press release. This one will place a primary responsibility in the process of creating and maintaining the company’s product identity and fairness. The wide-ranging media coverage will also stress the company’s context rather than point them out. The other IMC equipment is media coverage. Arnott’s Tim Tams will need an instituted media desk and diligently answer each question. Conclusion IMC is therefore an important apparatus that could play a critical function in mitigating the crisis. Thus for the company to recuperate from that form of crisis, it will have to effectively use IMC in a well-organized mode. The IMC is devised to cover all the classifications of the target sector with the same measure. Arnott’s Tim Tams company requires to create a universal marketing strategy so as to be able to internationalize. A plan that consolidates the systematic mode and the resource focus appears to be the most essential (Schultz et al.2002). Appendix-Consumer Conditions Personal Indulgers. These patrons are normally chocolate biscuit lovers, who enjoy the pleasure of a chocolate biscuit treat. Gift Givers. These customers take pride and creativity in awarding gifts to the ones they are smitten then. They hold to a strong belief that a quality chocolate biscuit is very much esteemed and offers them a sense of fulfillment. Business Givers. These patrons on the other hand are normally part of the business world. They are employers or senior managers of high-status corporations. References Lauterborn, R.F., Tannenbaum, S.I., & Schultz, D.E. (2002). Integrated Marketing Communications: Putting it Together & Making it Work. New Jersey: McGraw Hill. Read More