The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001)
This will be the first time in Asia for a company to offer mass footwear via the internet. This strategy will earn a competitive advantage for Snickers (Kurtz, 2012)
Snickers' brand will carry a line of casual footwear and accessories for men, children, and women. They will also sell headgear under the brand name of Snickers through Snickers Team distributors and manufacturers of skate blades, protective gear, accessories, hockey jerseys, and hockey sticks (Mooij, 2010)
Snickers is a brand that will command a high premium. Their pricing approach will be based on vertical integration strategy whereby they will own all levels of operations thus influencing product cost and pricing (O'Guinn, Allen & Semenik, 2009)
This will also enable targeted media advertisements and create strategic alliances. Snickers has a wide range of popular athletes serving as brand ambassadors such as Ronaldo, Tiger Woods of Golf, and Lance Armstrong in the cycling sector (Smith & Zook, 2011)
3 Communication strategies In order to comply with the previously stated objectives, the communications strategy would revolve around the creation of campaign messages to be aired in various medias. The principles onto which the strategy would be constructed include the following: Simplicity of formulation and easiness of understanding for the public Ability to deliver messages consistent with the campaign, the product and the firm Ability to inspire and energize the audience Relevance and sufficiency of provided information (Clemmer, 2010)
In this sense, public companies have to provide a lot of information. It is time-consuming and it creates public scrutiny as the company itself becomes a product on the market" (Karppinen)
The internal factors reveal the real and potential existence of organizational strengths and weaknesses, whereas the external factors reveal the existence of real or perceived threats and opportunities. The ability to address all these issues is the number one reason as to why the situational analysis is perceived as the "foundation of the strategic planning process of [the] marketing plan" (Milne, 2008)
"Scented candles, perfumes for interiors and linens have become a huge home fashion market associated with lifestyle moods and fragrant environments with a feel good factor. It is driven by consumers who want to cocoon at home whilst experiencing relaxation and mood enhancement" (Weston Thomas)
For its digital television services, BT uses large size billboards with extremely high definition colored photographs -- mostly featuring celebrities from sports and showbiz. The purpose of this heavy advertisement is to promote new features in the digital television services; like addition of high-definition sports TV channels, innovative features, and day by day expanding geographical reach of the service (Bloomberg 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
Incorporated in 1980 (with Electric Telegraph Company, General Post Office, and Post Office Telecommunications as its predecessors), BT has become one of the largest, and the most innovative and competitive communication services provider in the world. It is headquartered in BT Centre, London, UK and operates with workforce strength of around 90,000 employees worldwide (BT PLC, 2013)
EFFECTIVENESS OF BT'S INTEGRATED MARKETING COMMUNICATIONS After a detailed analysis of the marketing approaches which BT uses for its digital television services, it can be said that it successfully delivers its messages and brand promises to the target audience. A key success factor for an effective integrated marketing communication effort is to keep in view the right time and place at which the marketing message is to be delivered to the targeted segment (Ferrell & Hartline 2011)
Celebrity Endorsements: BT has recently asked Robin van Persie (striker from Manchester United PLC) to be a part of its advertising campaigns. The company has taken the services of this sports celebrity to promote its BT TV sports on television campaigns, billboards and poster advertising, sports magazines, newspapers, and other marketing mediums (Howes 2013)
Similarly, to promote Kids entertainment channels, the company uses interactive and colorful graphics and visuals. In addition to this creative positioning strategy, the company claims to be the most innovative and competitive digital television service provider which is unmatchable in its technology, customer care, and global reach (Reynold 2013)
A key success factor for an effective integrated marketing communication effort is to keep in view the right time and place at which the marketing message is to be delivered to the targeted segment (Ferrell & Hartline 2011). BT extensively promotes its TV brand through television ads, celebrity testimonials, newspapers, e-commerce website, and social media sites -- however, it keeps in view the major target audience for each communication channel in order to avoid unnecessary efforts and wastage of time and resources (Sengupta 2005)