The objective of the current essay is to analyse a marketing communication campaign. The research will include assessment of the approaches and techniques used in the campaign in order to attract customers and retain constant communication channel. …
The current marketing communication campaign of IKEA can be regarded as an effective strategy for building long-term loyalty and relationship among its customers. Though marketing communication is an age-old concept, its strategies and implementation techniques are evolving as customer demands and preferences are changing. It is no doubt that the marketer has shifted from product marketing to customer marketing and ultimately to relationship marketing (Kitchen and Li, 2005). In order to create long lasting relationship with customers, it is important to send messages which are creative and offer more than just products or service. As a result, organisations are increasingly trying to attract customer attention offering service which helps them to improve their overall quality of life. Creating advertisements and campaigns with a social propaganda has become one of the major trends among big and successful firms (Balmer and Gray, 2003). The same concept has been implemented by IKEA in its current brand campaign where the objective is to encourage children and adults to spend more time together. It can be at home doing activities such as, baking, cleaning or simple relaxing, apart from playing and making merry. As a result, the organisation upheld a three minute documentary of a particular family created by the mother. The idea was to send customers the message that IKEA understands how individuals stay at home and various challenges that they face especially when it comes to working at home. ...
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The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR.
X6 on the other hand consists of consumers who are conscious of the performance and it offers technology savvy. Lastly, X7 combines both levels which consist of performance and price. Since the takeover of the VP post by Schmoe in 2012, the company balances development and research equally among the three products.
The company has the highest number of employees standing at about 147,000. This highest number of employees is imperative in enabling the company to successfully provide services in about 200 countries. The company has been facing increased competition from other rival groups dealing with soft drinks.
Apart from this, there are stakeholders called consumers who have the power and freedom to choose from thousands of services and product offerings. The objective of marketing communication is to provide a platform where businesses are able to attract and retain all interested parties and stakeholders are made aware of the value of services and goods offered to them (Rossiter and Bellman, 2005).
Generally speaking marketing communications includes all the activities that are related to promoting a product in order to sell it. In our daily life we interact with so many different marketing gimmicks that our mind absorbs only a few. TV, Radio, Newspaper, Billboards and now most commonly used media the internet is now being used to promote all kinds of products, ranging from consumer durables to unethical pornographic products.
Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and
There has also been a resurgent sales trend in Japan and the US, as well as China. These new champagne markets and the apparent departure from austerity in Western Europe act as an opportunity for Moët & Chandon.
Moët & Chandon is focused on market segments in the
Marketing strategy is made with the purpose of deciding the kind of customers to whom marketer wants to sell a particular product. In broader term, such range of customers forms the target market and a marketer’s job is
Coca-Cola, Dettol, Dove. These fast moving consumer goods are the essential items we purchase when we go shopping and use in our everyday lives. Theyre the household items you pick up when youre buying groceries or visit your local chemist or pharmacy. FMCG
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