This is because IMC is an indispensable tool that will link the marketing tools of Pure-Body business venture to attain its targets and objectives. This is in recognition that IMC creates a competitive advantage in the market while receiving huge economic boost to increase profits and sales (Pelsmacker & Kitchen, 2004:113). Moreover, Integrated Market Communication makes a strong tie between business ventures and customers for long-term success of companies. Integrated Marketing Communication plan embraces for stages such as horizontal integration, internal/external integration, and financial integration. Horizontal integration is a communication that promotes co-operation with manufacturing and operational departments for the companies to fulfil its objectives (Varey, 2002:127). In this case, the management of Pure-Body business will use corporate-level to identify industries in which their company should compete in to maximise its long-term profitability. Pure-Body aims to embrace horizontal integration to consolidating the activities of the various departments for its wholesale success. Through horizontal integration, Pure- body business will reduce the cost structure, increases service differentiation, and replication of business model. In addition, it will reduce rivalry within the industry, and increases bargaining power over supplies and purchasers. Pure-Body business aspires to enjoy the benefits of horizontal integration. These include lowering a business cost structure because it increases economies of scale. The operational departments provide important business advice to the manufacturing department to reduce cost structure (Stephenson & Thurman, 2007:239). For instance, the operational departments can advise the manufacturing department to dispose a faulty machine that is inefficient. This enables the manufacturing department to acquire a new machine that is efficient. Therefore, the manufacturing department cuts down the cost of the structure. Horizontal integration helps to reduce the duplication of resources between two companies. The manufacturing department together with other departments achieve this endeavour by eliminating the need for two separate sales forces or corporate head offices. Horizontal integration augments product differentiation, which increases profitability. This is because horizontal communication provides the manufacturing department with innovative ideas to manufacture consumer products or give essential services. Horizontal integration encourages companies to merger. This increases differentiation thereby it allowing a company to combine the products lines or services of merged companies for customer satisfaction (Smith & Taylor, 2004:12). The Integrated market communication at Pure-Body will endeavour to conduct several marketing research techniques to ascertain the level of curiosity of satisfaction and among potential customers. Pure-Body will employ online surveys, blogs, and social media such as twitter and facebook for the users to enter into discussions. The company intends to use mass media to popularise itself after it achieves financial stability. Mostly the company will concentrate on online advertising, social networks, and communication through newspapers, and surveys. Online Advertising Pure-Body business recognises the benefits of employing online advertisement to create awareness of their services. Online advertisement
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Name Institution Course Instructor Date 5. Marketing Communication Strategy Pure-Body recognises that communication is very important marketing tool. It is an essential way in which a business venture, organisation, or a corporate communicates with its customers…
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