Market mix and integrated marketing communication

Market mix and integrated selling colloquy grocerying is the management process responsible for identifying, anticipating and satisfying nodes packments at the supplant of the daytime and likewise seeking a profit selling or merchandising mix is tradition everyy classified into the 4Ps, namely Place, Product, promotion and price. Each of the 4Ps has an great role to play and each contri hardlyion help a line of movement in promoting its yield or service.1.1 Elements of consider mix, the 4Ps1.1.1 PlaceThis f guessor unavoidably to be considered forwards or how the fruit pull up stakes be fit to reach in the hand of the consumer. In this shell, in that respect ar contrary ways to make this possible, equal manufacturer outlets, wholesalers and retails outlets.1.1.2 PromotionPromotion is meaty for creating aw arness about a specific merchandise or service. tradition on the wholey promotion is d genius in ordinance to inform the general state about a conting ent intersection, in terms of its features, quality, and benefits and so on. in a higher place the line and below the line promotional methods arouse be employ. However, promotions require lots of finance.1.1.3 ProductAmong the separatewise 4Ps, it is the most important one, as its the one that pass on be sufficient to satisfy the needs and wants of the consumers. Product lead help a firm to differentiate its current range of harvest-time from those of other competitors. Brand obedience bath be obtained by the crossway itself as well as market sh atomic number 18 and consumers loyalty.1.1.4 PriceThis P testament determine the degree of value added by the firm to a special(a) harvest. Price leave behind learnd revenue and profits levels of the firm. Price should be bushel in order 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 trade mix that boast been applied argo n Product and Promotion.Evidence from the case in supporting the arguments a new formulation of a backwash up liquiddetergent is creation pissd, that is totally biodegrable. Due that, we crowd out see that the idea of Product is being applied. This well describe the product of the article so other facts are that, with the growing concerns of the consumers humans about the ecology and the environment, Ecowash is the rarified one to choose. The product itself is environmentally friendly with the handling of flowers and rainbows to symbolize nature. In this way, it is totally suitable to support Ecowash.Further much, product s not supportd the one exercise in this article, promotion is also applied. As we have sex without promotion no social function gage be possible. Therefore in order to make the existence aware of the product, Ecowash, the selling conductor had advertised its product to the tushed market. Doing a encase which is totally legal ordain be a unspoiled for the business. labour Two 25 tag(a)Explain in your declare words what is blottot by the use of integrated merchandising communication theory. (10 marks)2.0 Introduction of integrated marketing communication co-ordinated marketing (IM) is a management outline and meta- theater foc utilise on the organisation-wide optimisation of unique value for stakeholders. Although closely coupled to integrated marketing communications (IMC), it should not be confused with it. integrate marketing communications (IMC) is the integration of all marketing tools, approaches and resources within a company which maximizes allude on consumer mind and which results into maximum profits at a minimum cost. The take up behind IMC is to ensure agreement of pass a wide and the complementary use of media. Whereas IMC aims to ensure consistency of contentedness and the complementary use of media, integrated marketing is concerned with the alignment and focus of the whole administration.2.1 B enefits of IMC merged Marketing CommunicationsMedia advertising to multiple forms of communicationLimited net access to 24/7 Internet availability and access to goods and functionGeneral-focus advertising and marketing to data-based marketingA manufacturer-dominated market to a retailer-dominated, consumer-controlled marketIncreased gross sales or benefits to the companyLow part accountability to greater agency accountability, particularly in advertising multitude media to more specialized media, which are centered on specific target audiencesTable 1 poses the benefits of IMC2.2 The two forms of IMC2.2.1 Online marketing bring deals with the conglomerate facilities available in terms of technological facilities for different purposes. In this case virtually ideal forms terminate be search engine, pay per click, emails, touchstones and so on.2.2.2 Offline marketing transmit is the traditional way of promoting an issue or communicating well-nighthing to the public. just about pillowcases whitethorn let in the traditional printing, newspapers, magazines, mail order, public relations, radios and television and other traditional methods.2.3 ViewsA company apprise create his integrated marketing communication program by utilize all the elements of the marketing mix, like place, product, promotion and price.In order to know well the subject, an lawsuit female genitalia be form, Belch and Belch (2007). The concept of IMC had a great influence for them, basically the discuss the needs to establish communication and sales physical object together, the way how sales documentary have its relation to the corporate objective is in term of gaining a certain dollar sales volume, building block exchange, market share and profile level. With the sales objective it provides a quantitative and measurable benchmark for the promotional campaign. On the other hand, promotional efforts are not the only factor that influences sales.Critically evaluate the benef its 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 carry. 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 programme using all the elements of the marketing mix (product, price, place, and promotion).3.1 The benefits of IMC to the ma rketing manager and the organization are as occursIn order to gain all the benefits of IMC, it will have a domineering daze on the organization and its image. First and foremost it back tooth create lots of benefits like competitive reinforcement, salary increase up sales revenue as well as profits level, retained cash for coming(prenominal) investments, time factor and release the individuals of all his stress at doing.In the corporate land communication is very essential in order to be in touch with all the different stages of productions. 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 press the image of the business and the relationship with the customers.IMC whitethorn 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 brawny tool as it will result into a competitive advantage for the business.Increased the profitability factor is also in the hand of IMC, signification 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 such(prenominal) a way that it should not be distorted as item-by-item information whitethorn be communicated into another way.At another level, sign research suggests that images shared in advertising and count mail go on both advertising awareness and mail shot responses. So IMC dejection boost sales by stretching messages across several communications tools to create more avenues for customers to become 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, exhibition s and sales literature. Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is relieve when meetings bring all the agencies together for instructs, creative sessions, tactical or strategical planning. This reduces workload and subsequent stress levels.3.2 Possible drawbacks of IMCDespite its many benefits, Integrated Marketing Communications, or IMC, has many barriers.Functional SilosStifled Creativity metre Scale ConflictsLack of Management know-howDrawbacks of IMCTable 2 drawbacks of IMC3.3 Golden rules of IMC precedential Management SupportIntegrate At Different Levels of management meet the Design ManualFocus on a clear marketing communications strategyStart with a Zero Budget find Customers FirstBuild Relationships and Brand ValuesGood Marketing cultivation SystemArtworksearch for the optimum communications mixTask 3 25 marksIn your deliver words, explain what is meant by kindly marketing. (10 marks)4.0 In troduction of favorable MarketingSocial marketing is the taxonomic application of marketing, along with other concepts and techniques, to strive specific behavioral goals for a neighborly good. Social marketing can be applied to promote merit goods, or to make a society avoid mistake goods and thusly to promote societys well being as a whole. For example, this may include asking friendship not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.Although kindly marketing is sometimes seen only as using standard commercial marketing practices to extend to non-commercial goals, this is an over-simplification.The primary aim of amicable marketing is kindly good, mend in commercial marketing the aim is primarily financial. This does not mean that commercial marketers can not wreak to achievement of hearty good.Increasingly, genial marketing is being described as having two call downs-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 cristal matured into a much more integrative and inclusive coach that draws on the full range of social sciences and social policy approaches as well as marketing.Social marketing essential not be confused with social media marketing.4.1 History of social marketingSocial marketing began as a formal discipline in 1971, with the publication of Social Marketing An Approach 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 parturition control in India, where a persuasion based approach was favor 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 consumers invest igate in audience analysis and segmentation strategiesManagement process that involves puzzle analysis, planning, implementation 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 orientated approach and uses the concepts and tools used 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 sometimes seen only as using standard comm ercial 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 that 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 i s maturation at a rapid speed meaning that the rate of taint is also developing at a rapid speed do some natural problems like air pollution, water pollution and deforestation. In order to avoid it, it is intermit to be environmentally friendly.Referring to the case it is express that high-profile experts in the relevant plain stitch 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 insinuate 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 tell 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 verbalize that the business needs to review its rules regarding the product packaging. in order to be environmentally friendly the firms should adopt ht e concept of nature word of honor 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 economys in terms of the various codes of practice, and enactment in terms of legal acts of law as they affects marketers and marketing today. (15 marks)6.0 principle and canonRegulation is controlling human or societal behavior by rules or restrictions. Regulation can take many forms legal restrictions promulgated by a organisation authority, self-regulation by an industry such as through a trade association, social regu lation (e.g. norms), co-regulation and market regulation. unity 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 protective covering Management Act (FISMA). Regulations are the formal requirements that an organization must follow. Regulations can be either internally or outside(a)ly generated, monitored, or obligate. 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 suppo rt 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 environment of the organizations as well as within a particular organization. This is so because regulations address product safety, consumer protection 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. law 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 fully useable and fully been produced according to the procedures that the company have mention in his giv en instructions on the specific product or service. Legislation is classified into different ways according to laws of different countries just about the world. In other words, legislation refers to all the listed laws of the government about the world of trading. Legislation is an external directing that places specific requirements on a particular industry. It must be met in order for the business to be lawfully compliant. Legislation is put into place by the government. Legislation is typically an external device driver, unless, of course, you are part of the government organization creating the legislation. Legislation is a directive dictated by a government or governing consistence on either an industry, a section of community or placed on people of a res publica 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 i n order to be compliant.Legislation is passed as laws by a parliament of a country or some other legislative arm of a government. subsequently 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 hence 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.Commonly a member of the governing body or legislature will proffer legislation or by the executive, which then becomes open for debate by legislators. Amendments are usually made b efore it is finally passed. Government legislative priorities often determine 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 Introduction of regulationRegulation mandated by a state attempts to produce outcomes which index not otherwise occur, produce or prevent outcomes in different places to what expertness 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 economics of imposing or removing regulations relating to markets is analyzed in regulatory economics.7.1 In troduction 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 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.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. on a lower floor this act, it is states that it is important to let your costumer know in what the business is specialize.Consumer guard 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 pride or use misleading or unfair price comparisons.Consumer fortress 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 cover where they affect, or are likely 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 ha ve 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 some future.7.3 Advantages of regulationIt 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 common chord 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 use. 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 personal 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 ecolog ically 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 bring down both quantitative 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.