• Home
  • Subjects
  • Miscellaneous
  • assess the potential value of integrated marketing communications and viral marketing initiatives to Brewdog

assess the potential value of integrated marketing communications and viral marketing initiatives to Brewdog - Essay Example

Only on StudentShare

Extract of sample
assess the potential value of integrated marketing communications and viral marketing initiatives to Brewdog

Therefore, under the given restrained parameters, the strategy satisfied both the customers and the retailers.
Today, the technological advancements have brought forth an explosion of information that is easily accessible to public through the internet and other media like television, radio, mobile phones etc. The internet has made it easy for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Brewdog, a recent entrant in the field of beer, needs to cater to the system as a whole rather than exclusively to the customer. The company must tap the growing demand from the new market segment that has come up with the advent of new technologies through creative market strategy. The inter-dependence of the various elements within the system with its inherent capacity to complement each other has vast potential to establish a market that is sustainable as well as mutually satisfying.
Kotler has defined IMC as ‘the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling messages about the organisation and its products’ (Kotler et al 1999). Even though the customer base is increasing, it is becoming difficult not only to attract more customers but also to retain them. So, one need to add something ‘more’ on the existing products to make it more attractive without compromising much on the price. In fact, the more innovative the product and fancier the promotional techniques, the higher are its chances of capturing market space. Thereby, asserting that brands, advertising, and promotional techniques are very important tools of marketing.
Brewdog needs to incorporate these factors in its strategy to not only create but to maintain a sustainable database of committed ...Show more


The core business strategy of any business heavily relies on the market strategy that facilitates its products and services to meet the needs and requirements of the people at large. According to Shultz, McCarthy’s principles of 4Ps of marketing have outgrown their…
Author : brownmonte
Save Your Time for More Important Things
Let us write a custom essay on your topic
"assess the potential value of integrated marketing communications and viral marketing initiatives to Brewdog"
with a personal 20% discount.
Find out more

Related Essays

Integrated Marketing Communications
The Black Knight men's face lotion has been in the Australian market for the past 5 years and has enjoyed mediocre success in terms of market share. The product is manufactured and marketed by a market leader in personal care products Nolan Personal Care Plc.
15 pages (3750 words) Essay
Integrated Marketing Communications 2
Among this age gap are the teenagers and adolescents in early twenties who have just stepped out of their teens but have not entirely abandoned their teenage thinking and desires. This age group has the greatest desire to impress others with an emphasis on their clothing defining uniquely who they really are and hence distinguishing them from their counterparts in family, friends, schools and colleges.
10 pages (2500 words) Essay
Integrated Marketing Communications Plan
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
21 pages (5250 words) Essay
Integrated Marketing Communications
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies. Having identified the segments of the markets which the company can effectively serve, given the
14 pages (3500 words) Essay
global Integrated marketing communications
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
12 pages (3000 words) Essay
Integrated Marketing Communications Report
The following report presents an in-depth analysis of the marketing plan of this drink i.e. how the communication would take place from the organization towards its target market/audience. Integrated Marketing Communication, often referred to as IMC, defines how various
14 pages (3500 words) Essay
Integrated marketing communications
are many conflicting messages which comes from different sources or form different approaches which tends to confuse the company or the image of the brand. Moreover web alone cannot build the brand. Therefore, it is better to tie the knot between the traditional branding efforts
10 pages (2500 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