Integrated Communications Assignment Sample
Introduction
Communication refers to the flow of information from one medium to another. The report discusses communication and its importance in an organisation. It will provide information about the communication mix and its different elements that can use for maintaining the proper flow of information inside the organisation. It will also cover various communication strategies that can build the strength of the business. It will also discuss the communication tools used in the business for enhancing the performance of the organisation. It will provide a marketing communications plan for understanding the business strategy of an organisation (Prikhodko et.al. 2019).
About the company
Superdry is a well known branded clothing and Fashion Company based in Cheltenham, England, UK. It was founded in the year 2003by Ian Hibbs and Julian Dunkerton, around 18 years ago. The company earns annual revenue of around 871.7 million euros. Superdry has a uniquely designed combination of vintage American with Japanese graphic print for its clothing items. The company is famous for providing different types of clothing and fashion merchandise.
Individual report
Application of communication tools in Superdry plc
Communication plays an important role in building effective communication with the target audience. Every organisation needs to focus on maintaining a proper communication with customers and employees so that they can use the resources optimally. For an organisation to get success and growth, it must be aware of maintaining good communication with the entire business. Superdry plc needs to focus on various marketing communication tools that can be used for enhancing the communication process. The company can solve business problems without any inconveniences with these communication tools.
Advertisement:
the most common type of marketing communication tool which has a wide reach. Advertisements are the most common but effective communication tool that enhances the demand for goods and services. Superdry plc can use different channels that are paid and unpaid for advertising its products. Large scale companies like Superdry plc can use media channels that are famous among all the age groups. TV, radio, cinema and outdoor media are some examples of above the line media which needs huge investment (Macalik, 2018). There are some media channels that are below the line which do not need more investment in internet marketing, social media marketing, and email marketing and sales promotion. Nowadays, both advertising tools are effective in attracting customers. The customers of different age groups get attracted towards the products differently. Superdry needs to focus on preparing different visuals that attract customers according to their interests.
Sales promotion:
the sales promotion strategy is a direct communication tool that attracts customers directly. It is the most effective method as Superdry plc will attract customers through exciting offers and rewards. The customers get attracted because of the free gifts or discounts that they are getting for purchasing the goods. Superdry uses this strategy on certain occasions so that customers maximise their purchases. Sales promotion is the most common type of communication tool that the organisation uses for targeting customers of different age groups.
Publicity:
it is a free communication tool because these are generally the reviews and feedbacks that the customers have after using the products. Superdry plc allows the customer to share their reviews regarding the likes and dislikes of the products (Zephaniah et al., 2020). The company allow customers to respond on its official application and website regarding the products. The other customers just see the reviews and make judgements about the effectiveness and the quality of products. Publicity has a wide reach because it can be assessed by all the customers without any restrictions.
Personal selling:
it is the type of selling where the salesperson comes in contact with customers directly, and they explain the pros and cons of the product. Personal selling helps in increasing the value of the product as the seller can mode the opinions of customers. Superdry uses personal selling for attracting customers because the salesperson has the ability to increase the interest of customers. The personal selling method will also help Superdry plc to maintain a personal connection with customers. The company can easily understand the thoughts and ideas of customers. It is a time-consuming process, but the outcomes are most likely to be positive (Duralia, 2018).
Public relations:
the most important tool for maintaining long term loyalty and relationship with customers is through public relations. Superdry plc is a clothing brand, so the company has to maintain good relations with different companies, customers and stakeholders. They have to make sure that their market reputation is good, which will enhance the market demand and supply of goods and services. Superdry plc needs to focus on making use of public relations at the right time and right place.
Direct mail:
sometimes, companies also directly give mail and written communication to potential customers. The company tries to make customers aware of the latest collection and offers so that they get attracted to the product. Superdry uses mails for increasing the attention of customers, and they also try to maintain regular contact with customers. Superdry makes sure that customers who are regularly purchasing are getting entire information about the collection.
Develop a relevant marketing communications plan for Superdry plc
A marketing communications plan is an effective tool for informing the target audience about the product and services offered by the company. It is also known as the Marcom strategy, and the main purpose of this strategy is to increase the market demand and supply of goods. Superdry plc needs to use this strategy so that they can incorporate a communication mix in the business operations and practices. Superdry has to go through six stages for maintaining an effective marketing communication plan (DIACONU et.al. 2016).
Stage 1: establish your mission statement
The first stage includes forming a mission statement that needs to be achieved at the end of the objectives. Every organisation has their own mission that they have to fulfil for achieving its goals. The mission needs to be effective so that it achieves the overall business targets. The mission statement is the end goals of the organisation that they ultimately achieve through their business practices.
Stage 2: identify business objectives
It is very important to identify what are the ultimate business objectives for which the organisation is surviving (Stoychev et.al. 2019). The business objectives help an organisation to get a competitive edge in the market. Business objectives can be anything that helps the organisation to achieve its overall goals. It is very important for Superdry plc to communicate these objectives to the team members so that the chances of mistakes are minimised.
Stage 3: develop buyer personas
It is very important for an organisation to identify the potential buyers who are going to buy the goods and services. The preference of the different individual is different according to their needs and wants. Superdry plc have to make sure that the goods and services are solving the problems of customers. They have to make sure that the goods are suitable for the particular target audience. It must satisfy the needs and wants of customers (Todorova, 2015).
Stage 4: unique selling proportion and customer selling proportion
Superdry plc needs to focus on its unique selling proportion of the products. They have to take care of the unique identity of the products so that they can increase their market value. Superdry also needs to focus on what the customers like or value about the product. They have to make sure that the unique features of the products are accepted in the market (Yamin, 2017).
Stage 5: create effective messaging positioning
It is very important to maintain an effective messaging positioning for increasing the attention of the target audience. With effective messaging positioning, the organisation can enhance its demand and supply depending on the target audience. They have to understand the business objectives and then position these objectives in a mission statement for increasing the attention of customers.
Stage 6: execute in these marketing channels
In the end, every organisation needs to take their business on certain marketing channels for popularity. They have to make sure that the customers are getting attracted towards the goods and services. There are various online and offline marketing channels that Superdry plc uses for attracting customers. It depends on how attractive the marketing campaign is (Blakeman, 2018). The marketing campaign must include information regarding the mission of the brand and what they are offering to the customers.
Conclusion
The report will conclude about different aspects of communication and how it helps the organisation to grow and survive in the market for the long term. These communication tools help an organisation to maintain accuracy and consistency. There are various strategies that can be used for increasing the effectiveness of communication. Communication improves the knowledge and understanding of the different individuals, and it also impacts the performance of the business. The marketing communication plan helps and organisations to focus on particular business objectives so that they can get a competitive advantage in the market.
References
Blakeman, R., (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
DIACONU, M., OANCEA, O. and Brinzea, M., (2016). Integrated marketing communication, intrument of modern organizations development in terms of sustainability. Ecoforum Journal, 5(2).
Duralia, O., (2018). Integrated marketing communication and its impact on consumer behavior. Studies in Business and Economics, 13(2), pp.92-102.
Macalik, J., (2018). Museum’s marketing communication tools–results of empirical research. Nauki o Zarządzaniu, 23(2), pp.12-18.
Prikhodko, K., Danilevskaya, E., Savina, K. and Shupenko, R., (2019). Innovative opportunities and reserves of contemporary marketing communication.
Stoychev, L.Y., Dimitrova, T.V. and Desev, K.V., (2019). Planning and effectiveness evaluation of marketing communication. Балканско научно обозрение, 3(1), pp.93-96.’
Todorova, G., (2015). Marketing communication mix. Trakia Journal of sciences, 13(1), pp.368-374.
Yamin, A.B., (2017). Impact of digital marketing as a tool of marketing communication: a behavioral perspective on consumers of Bangladesh. American Journal of Trade and Policy, 4(3), pp.117-122.
Zephaniah, C.O., Ogba, I.E. and Izogo, E.E., (2020). Examining the effect of customers’ perception of bank marketing communication on customer loyalty. Scientific African, 8, p.e00383.
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