Marketing Strategy TOTAL INTEGRATION - Essay Example

Only on StudentShare

Extract of sample
Marketing Strategy TOTAL INTEGRATION

Piercy places great emphasis on the brand identity of the company in integrating marketing and communication campaigns. Total integration involves;
Today Primark has established itself as one of the competitive retail store chain in UK, Ireland and Spain with a total of 173 retail outlets at strategic locations. Employing more than 25000 people the company has been in value clothing for well over 35 years and has also been voted as 'Best Value High Street Fashion' by GMTV and ITV viewers1. This study is an effort to look into the practical implementation of the theoretical aspects relating to marketing strategies, HR support, marketing communication, brand equity proposition, strategic alliance etc. which have been instrumental in the success of Primark. To evaluate the strategies adopted by Primark, while using various tools like Porter's five forces analysis, SWOT, PEST, Ansoff Matrix etc. an effort would also be made to compare the performance of Primark with some other retail companies like Topshop, Prada, Asda, Tesco etc. and how Primark has been able to beat the competition. One of the key weapons in the armoury of Primark has been its ability to come out with items at rates cheaper than the rivals. It will be quite interesting to learn how the company has been able to come out with such lower prices. ...Show more

Summary

Total Integrated campaigns involve synchronised working of different departments of the organisation like HR, Marketing, Production, Procurement, Supplies etc. Such campaigns involve devising strategies in such a manner that all these components complement each other…
Author : fkassulke
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Strategy TOTAL INTEGRATION"
with a personal 20% discount.
Grab the best paper

Related Essays

TOURISM AND HOSPITALITY COMPARISM
While hospitality companies are actually therefore for the treatment of the people such as accommodation, food etc. hospitality services is also referred to as accommodation sharing, it is associated mostly with travelers and tourists staying with one another.
8 pages (2000 words) Essay
Total Integration
While on the one hand the competition ensured that consumer gets the worth of his spending, the companies have also come out with innovative ideas for reaching out to the consumer. Peircy (2002) terms the emerging scenario as complex, confusing, paradoxical and rapidly changing market scene.
9 pages (2250 words) Essay
DHL: Marketing Strategy
DHL business has seen a remarkable growth in the last fifteen to twenty years. As a result the extent of competition between their competitors has also reached to a point of saturation, which is making the DHL marketing sector to entice the customers with lucrative offers.
10 pages (2500 words) Essay
A vertical integration strategy and a corporate diversification strategy
by having its own mining company to supply steel materials. Integration may also vary in degree depending on the number of stages in the value chain over which it decides to exercise greater control. Vertical integration is about controlling parts of the value chain so that costs can be minimized and/or profits maximized in any of three ways.
2 pages (500 words) Essay
Integration of marketing communications has been a hot topic for the past 25 years.
56). The quoted stands in sharp contrast to views of IMC as nothing other than an inconsequential fad whose popularity is predicated on media hype rather than on its realised, or potential, contribution to marketing communications. Focusing on this debate, this research will begin by defining IMC, following from which it will critically analyse both sides of the issue, ultimately arguing for the long-term value and importance of IMC.
11 pages (2750 words) Essay
Strategy for marketing wine in Britain
A detailed analysis of the wine industry in 2000 has been covered based on the four Ps model of Product, price, promotion, and placement. (McCarthy : 1999). Briefly product marketing provides inputs for development based on consumer preference and demand, a facet totally neglected by old World wine producers of Europe.
8 pages (2000 words) Essay
Marketing Strategy of Pepsi and Coca Cola
A lot of their marketing campaigns in the past are related with sports, many of which were individual sports. They had promotions that showed men living on the edge and doing risky stunts. This is certainly creating special images of their products in comparison to Coca-Cola.
18 pages (4500 words) Essay
Does having the right partner help marriages succeed?
ch was traditionally valued by in many societies is slowly losing its credibility and more young people have expressed their dissatisfaction with marriage institution. Traditionally, family was seen as the basic unit of the society and was henceforth valued not only by the
5 pages (1250 words) Essay
Integration and Communication
Many marketing entities define IMC as a holistic or a seamless communications strategy adopted by marketers to integrate a variety of functional areas of the marketing communications process such as advertising, promotion and selling. Integrated Marketing
6 pages (1500 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT