Market mix and integrated marketing communication

Market mix in and integrated merchandise discourse trade is the management process responsible for identifying, anticipating and satisfying customers requirements at the end of the day and also anticipateing a profit Marketing or marketing mix is tradition eithery classified into the 4Ps, namely Place, Product, promotion and price. Each of the 4Ps has an important role to play and each contri hardlyion help a business in promoting its intersection or service.1.1 Elements of marketing mix, the 4Ps1.1.1 PlaceThis factor necessarily to be con human facered before or how the growth impart be able to reach in the fall of the consumer. In this case, there are different right smarts to entertain this possible, like manufacturer outlets, wholesalers and retails outlets.1.1.2 PromotionPromotion is essential for creating awareness close to a precise product or service. Traditionally promotion is done in offsety to inform the general population about a peculiar(a) product, in c ost of its features, quality, and benefits and so on. Above the line and below the line promotional methods contribute be utilize. However, promotions require visions of finance.1.1.3 ProductAmong the otherwise 4Ps, it is the most important one, as its the one that will be able to satisfy the implys and wants of the consumers. Product will help a firm to differentiate its current range of product from those of other competitors. Brand loyalty stooge be obtained by the product itself as well up as market share and consumers loyalty.1.1.4 PriceThis P will de statusine the degree of value added by the firm to a particular product. Price will influenced revenue and profits levels of the firm. Price should be set in severalize to attract both the mass market and the niche market.1.2 EvidencesReferring to the case itself, the article is based on ECOWASH and the different marketing mix that spend a penny been apply are Product and Promotion.Evidence from the case in supporting th e arguments a new formulation of a washing up liquiddetergent is being produced, that is totally biodegrable. collectable that, we can see that the concept of Product is being applied. This well describe the product of the article thus other facts are that, with the growing concerns of the consumers universe about the ecology and the environment, Ecowash is the ideal one to choose. The product itself is environmentally friendly with the office of flowers and rainbows to symbolize nature. In this way, it is totally suitable to support Ecowash.Further much, product s non only the one apply in this article, promotion is also applied. As we know without promotion nothing can be possible. Therefore in order to delineate the public aware of the product, Ecowash, the marketing manager had advertised its product to the targeted market. Doing a packaging which is totally legal will be a grievous for the business. task Two 25 marks(a)Explain in your own words what is meant by the use o f integrated marketing communication theory. (10 marks)2.0 opening of unified marketing communicationIntegrated marketing (IM) is a management strategy and meta- report focused on the organisation-wide optimisation of unique value for stakeholders. Although closely linked to integrated marketing communication theory (IMC), it should not be disconnected with it. Integrated marketing communications (IMC) is the integration of all marketing light beams, approaches and resources within a company which maximizes encroachment on consumer brainiac and which results into maximum profits at a minimum cost. The aim behind IMC is to ensure consistency of meaning and the complementary use of media. Whereas IMC aims to ensure consistency of message and the complementary use of media, integrated marketing is concerned with the alignment and focus of the whole organization.2.1 Benefits of IMCIntegrated Marketing CommunicationsMedia advertising to multiple forms of communication modified Internet access to 24/7 Internet availability and access to goods and servicesGeneral-focus advertising and marketing to data-based marketingA manufacturer-dominated market to a retailer-dominated, consumer- tallyled marketIncreased sales or benefits to the companyLow agency accountability to greater agency accountability, particularly in advertisingMass media to more specialized media, which are centered on peculiar(prenominal) target audiencesTable 1 shows the benefits of IMC2.2 The two forms of IMC2.2.1 Online marketing carry deals with the various facilities available in foothold of technological facilities for different purposes. In this case some ideal forms can be search engine, pay per click, emails, banners and so on.2.2.2 Offline marketing channels is the traditional way of promoting an issue or communicating something to the public. Some examples may include the traditional printing, newspapers, magazines, mail order, public relations, radios and television and ot her traditional methods.2.3 ViewsA company can create his integrated marketing communication program by using all the elements of the marketing mix, like place, product, promotion and price.In order to know well the subject, an example can be form, Belch and Belch (2007). The concept of IMC had a great influence for them, basically the discuss the ask to establish communication and sales objective together, the way how sales objective shit its relation to the corporate objective is in term of gaining a certain dollar sales volume, unit sold, market share and profile level. With the sales objective it stands a quantifiable and measurable benchmark for the promotional campaign. On the other hand, promotional efforts are not the only factor that influences sales.Critically evaluate the benefits to the marketing manager and their organization of using an integrated marketing communications mix. (15 marks)3.0 Integrated Marketing CommunicationsIntegrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, and affiliate, and email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication computer program using all the elements of the marketing mix (product, price, place, and promotion).3.1 The benefits of IMC to the marketing manager and the organization are as followsIn order to gain all the benefits of IMC, it will have a positive impact on the organization and its realise. First and foremost it can create lots of benefits like hawkish advantage, boost up sales revenue as well as profits level, retained money for future investments, time factor and release the individuals of all his stress at work.In the corporate world communication is very essential in order to be in touch with all the different stages of performances. IMC wraps his communication principal with his customers, in order to help them able to move along the various stages concerning the buying process. This way also means that it will be able to promote the image of the business and the relationship with the customers.IMC may also act as a human resource manager, as he will enable to be in good relationship with its market. Doing so will be a way to bond customer loyalty on both a short term and a long term. The ability to keep a customer for life is a powerful tool as it will result into a competitive advantage for the business.Increased the profitability factor is also in the hand of IMC, meaning that in order to be profitable the business should effective. That is it should have a clear way to do communication. This should be done in much(prenominal) a way that it should not be distorted as single schooling may be communicated into another way.At another level, initial enquiry suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. So IMC can boost sales by stretching messages across several(prenominal) communications tools to create more avenues for customers to locomote aware, aroused, and ultimately, to make a purchase.Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together for briefings, creative sessions, tactical or strategic planning. This reduces workload and subsequent stress levels.3.2 Possible drawbacks of IMCDespite its legion(predicate) benefits, Integrated Marketing Communications, or IMC, has galore(postnominal) barriers.Functional SilosStifled CreativityTime Scale ConflictsLack of Management know-howDrawbacks of IMCTable 2 drawbacks of IMC3.3 Golden rules of IMC aged(a) Management SupportIntegrate At Different Levels of managementEnsure the Design ManualFocus on a clear marketing communications strategyStart with a Zero BudgetThink Customers FirstBuild Relationships and Brand ValuesGood Marketing Information System artistrysearch for the optimum communications mixTask 3 25 marksIn your own words, explain what is meant by social marketing. (10 marks)4.0 Introduction of fond Marketing companionable marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a kind good. Social marketing can be applied t o promote merit goods, or to make a society avoid demerit goods and thus to promote societys well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow stronghold limits.Although friendly marketing is some clock seen only as using standard moneymaking(prenominal) marketing practices to achieve non-commercial goals, this is an over-simplification.The primary(a) aim of affable marketing is loving good, while in commercial marketing the aim is primarily financial. This does not mean that commercial marketers can not contribute to movement of social good.Increasingly, social marketing is being described as having two parents-a social parent = social sciences and social policy, and a marketing parent = commercial and public sector marketing approaches.Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the f ull range of social sciences and social policy approaches as well as marketing.Social marketing must not be confused with social media marketing.4.1 History of social marketingSocial marketing began as a white-tie discipline in 1971, with the publication of Social Marketing An salute to Planned Social Change in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman. However, earlier, social marketing had already been used as a tool for birth control in India, where a persuasion based approach was favored over a legislative approach.4.2 Components of social marketingComponents of social marketingConsumer orientation to realize organizational (social) goalsVoluntary exchanges of goods and services between providers and consumersResearch in audience analysis and segmentation strategiesManagement process that involves problem analysis, planning, execution and feedback functionsUse of formative research in product and message design and the pretesting of these materialsUse of the marketing mixAnalysis of distribution (or communication) channelsIntegrative and control functionsTable 3 components of social marketing4.3 Views of social marketingSocial marketing uses the benefits and of doing social goods to secure and maintain customer engagement. Distinguishing features of social marketing is that primary focus on social good but secondary is not the case. Social marketing also implies that its not all public sectors and not-for-profit marketing is doing social marketing. Social marketing can used standard marketing techniques to promote their relevant services and organization goals. This can be very important but should not be confused with social marketing where the latter is focusing on achieving specific goals with the specific audiences in relation to different topics relevant to social good, for example health, sustainability, recycling and so on. Social marketing applies a customer oriented approach and uses the concepts and tools u sed by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs.Is Ecowash a good example of social marketing? Fully justify your answer. (15marks)5.0 Introduction of Social marketingSocial marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.1 Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote societys well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.Although social marketing is erstwhile(prenominal)s seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification.The primary aim of social marketing is social good while in commercial marketing the aim is primarily financial. This does not mean tha t commercial marketers can not contribute to achievement of social good.Increasingly, social marketing is being described as having two parents-a social parent = social sciences and social policy, and a marketing parent = commercial and public sector marketing approaches.Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.5.1Referring to the caseEcowash is not an eco-friendly product. The reasons in saying so are as follows it is not environmentally friendly, meaning that the Anglo-French company developments will affect the future generation. Doing so implies to disrespect the nature. Nowadays the world is developing at a rapid speed meaning that the rate of pollution is also developing at a rapid speed causing some natural problems like nervous strain pollution, water pollution and deforestation. In order to avoid it, it is better to be environmentally friendly.Referring to the case it is said that high-profile experts in the relevant field to conduct research to back-up their claims that Ecowash was truly a biodegradable, eco-friendly washing-up liquid/detergent this short statement implies that it is truly ecology but this is not the case. High sum of money was used to make this product eco-friendly. According to Advertising Standards Authority(ASA) he mention that Anglo-French have not been able to prove, demonstrate or support his claims that truly ecowash is a bridgeable product that would not affect the environment. The ASA stated in their report that Anglo-French were unable to show that their product was less harmful to the nature.Processing on the packaging of the product, it is said to be environmentally friendly but it is not the case. The reason is such that both the consumer association and national consumer council expressed concerns in their reports. He is said that the business needs t o review its rules regarding the product packaging. in order to be environmentally friendly the firms should adopt ht e concept of nature logos like flowers, rainbows and so on.Task 4 30 marks(a) You have been asked by your marketing manager to write a short briefing document for him/her, explaining the differences between regulations in terms of the various computes of practice, and lawmaking in terms of legal acts of law as they affects marketers and marketing today. (15 marks)6.0 Regulation and LegislationRegulation is controlling human or societal behavior by rules or restrictions. Regulation can take many forms legal restrictions promulgated by a government authority, self-regulation by an industry such as through with(predicate) a trade association, social regulation (e.g. norms), co-regulation and market regulation. One can consider regulation as actions of conduct imposing sanctions (such as a fine). This action of administrative law, or implementing regulatory law, may be contrasted with statutory or case law.Regulations are requirements that can come in many forms. They may be industry specific regulations such as the Health Information Portability and Accountability Act (HIPAA), which addresses health care organizations. Regulations may also be wider in scope for example, the Federal Information Security Management Act (FISMA). Regulations are the formal requirements that an organization must follow. Regulations can be either internally or externally generated, monitored, or enforced. Regulation refers to a specific requirement that can take on various forms, such as industry specific regulation or regulations that are much broader in scope. They are the way the legislation is enforced by regulators and they support the requirements of the legislation. In industry, they specify the particular formal (legal) requirements that need to be followed by organizations, workers and employers alike to create a level playing field within the competitive e nvironment of the organizations as well as within a particular organization. This is so because regulations address product safety, consumer cling toion and other factors in public interest. The thing with regulations is that they could either be internally or externally developed so as a means of compliance, they may be developed through technical specifications or may be through some standards in the private sector.Legislation may be defined as the various codes of safety that must be applied to a particular product or services that will be delivering to the general public. Legislation is carried out to ensure the buyer or consumers that the product is amply useable and fully been produced according to the procedures that the company have mention in his given instructions on the specific product or service. Legislation is classified into different shipway according to laws of different countries around the world. In other words, legislation refers to all the listed laws of the government about the world of vocation. Legislation is an external directive that places specific requirements on a particular industry. It must be met in order for the business to be legally compliant. Legislation is put into place by the government. Legislation is typically an external driver, unless, of course, you are part of the government organization creating the legislation. Legislation is a directive placed by a government or governing torso on either an industry, a section of community or placed on people of a country which must be complied with in order to remain within the legal boundaries of that particular country, community or industry. In industry, legislation acts as an external driver which must be met by all players in order to be compliant.Legislation is passed as laws by a parliament of a country or some other legislative arm of a government. After legislation is passed, there will be regulators, usually government bodies, who will examine the laws passed and work out the details that need to be enforced so that they are followed. For instance a parliament may pass a legislation that enforces a uniform interconnection fee for telecommunication service providers in a country, and then a government department (regulator) of communications will detail the nitty-gritty of the legislation and enforce it. At times before a part of legislation becomes a law, it may be referred to as a bill. Some countries require legislation to be validated by the executive (usually President) before it could be enforced as law. super Cly a member of the governing body or legislature will propose legislation or by the executive, which then becomes open for debate by legislators. Amendments are usually made before it is finally passed. Government legislative priorities often ready whether a given bill is proposed and enforced as law.Critically evaluate regulation against legislation in term of its positive and negative effects upon marketing. (15 marks)7.0 Int roduction of regulationRegulation mandated by a state attempts to produce outcomes which cogency not otherwise occur, produce or prevent outcomes in different places to what might otherwise occur, or produce or prevent outcomes in different timescales than would otherwise occur. In this way, regulations can be seen as implementation artifacts of policy statements. Common examples of regulation include controls on market entries, prices, wages, Development approvals, pollution effects, employment for certain people in certain industries, standards of production for certain goods, the military forces and services. The political economy of imposing or removing regulations relating to markets is analyzed in regulatory economics.7.1 Introduction of legislationLegislation is a directive placed by a government or governing body on either an industry, a section of community or placed on people of a country which must be complied with in order to remain within the legal boundaries of that p articular country, community or industry. In industry, legislation acts as an external driver which must be met by all players in order to be compliant. Legislation is passed as laws by a parliament of a country or some other legislative arm of a government. After legislation is passed, there will be regulators, usually government bodies, who will examine the laws passed and work out the details that need to be enforced so that they are followed.7.2 Advantages of legislationA set of different laws is set by the government in order to protect the fight of the product as well as the right of the buyer and other associated parties. It contains a range of laws such the business names act 1985 trading names. Under this act, it is states that it is important to let your costumer know in what the business is specialize.Consumer Protection Act 1987 If a trader identifies a pricing error at the time of sale, they do not have to serve the customer. If the product is sold to the customer, it must be at the price the customer has seen. It is illegal to overcharge or use misleading or unfair price comparisons.Consumer Protection from Unfair Trading Regulations 2008 The Regulations introduces a general duty not to trade unfairly and seek to ensure that traders act honestly and fairly towards their customers. They apply primarily to business to consumer practices (but elements of business to business practices are also covered where they affect, or are seeming to affect, consumers).7.2 Disadvantages of legislationCertain laws may be biased as nowadays the law tends to change at a rapid speed. Some people may not know how they might be help with these laws. Some companies do not follow those rules to the letter as they have the tendency to mislead their products in order to boost up sales and to obtain a part of share on the market. Being a decision taken by the government, sometime it might be wrong and we may see its result in the near future.7.3 Advantages of regulatio nIt is laws that the government have put in order to provide a good running of the country. Common examples are in term of price, wages, development approvals, pollution effects, employment, goods and services that will have a direct impact on the economic of the country.7.4 Disadvantages of regulationIt will have a direct impact on the customers if ever the firm does so then it will have impacts like market failures, society, endogenous preferences and so on.7.5 ViewsIt is better to go forward with the concept of regulation.Task 5 10 marksDo you believe that a code of practice for packaging would work and be adhered to by manufactures? From what has been explained to you do you believe that all three parties manufactures, consumers bodies and government could agree upon a workable code of practice for packaging. Justify your own views?8.0 Introduction of PackagingPackaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and u se. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, and institutional, industrial, and private use.8.1 How packaging will be adhered to the three partiesIn a business term, these three parties is referring to the concept of stakeholders, as we know stakeholders is a person or a group of persons that will influenced or is influenced by the running of the business.8.1.1 ManufacturersThis party will be able to think ecologically for his business, meaning that he will need to apply environmentally packages in order to reduce its impact in the nature. The waste management system should in terms of reducing both numerical and qualitative prevention, re-use, recycling, energy recovery and disposal.8.1.2 Consumers bodiesHe should be able to buy in bulk as customers likes to buy in small quantity which results into lot of plastic items. It should be environmentally useable, thus the buyer may be able to reuse this same thing again and again.8.1.3 GovernmentHe needs to put strong rules and regulation regarding this matter. He should encourage firms to start adopting eco-packaging. This will have less impact on the nature and on the other side it will act as a way to do sustainable development for the future generation.