Management of Intergrated Marketing Communication Essay Example

review all this information is impossible. Additionally, long and complex marketing plans pose several problems. Firstly, many people do not have the time or inclination to read such lengthy documents. Secondly, these plans lack focus due to an abundance of tactics and details which leads to important ideas being lost. Moreover, these plans are inflexible and difficult to update in response to changing conditions - perhaps the most significant issue.

Overall,the traditional marketing plan is no longer effective because it is excessively lengthy filled with excessive data and details making it difficult for individuals to find necessary information especially when updating in response changing conditionWhen things become busy, people tend to disregard complex plans and focus solely on execution without proper coordination or a broader perspective. This is not an ideal approach. Through interviews with multiple marketing executives, we have discovered that creating an effective MIMIC campaign (regardless of the industry) requires simplicity and consistency. The campaign needs to be clear and engaging.

Ultimately, the main objective of an MIMIC campaign is to gain support and sell recommendations. To achieve this, the campaign plan must effectively communicate its contents to the audience in a clear manner. Additionally, it should be convincing by explaining why the recommendations will lead to success. Constructing the MIMIC campaign around goals and objectives, strategic initiatives, and tactics (COST) can assist marketing executives in transforming their campaigns.

Difficult times refer to challenges and hardships faced by companies. Volatility, uncertainty, complexity, and ambiguity are four words that best describe this turbulence. Given the current economic situation, it is evident that crises such as inflation and poverty are being experienced worldwide.Selling has become a tough task;

however, it is not impossible.This is where the true value of MIMIC becomes apparent.Difficult times arise due to various factors such as a slowdown in the economy, financial instability within the company, failure of newly launched products, strikes, lockouts, labor unrest, management disputes, unforeseen circumstances like natural disasters, and constantly changing customer demands. Surviving in such a dynamic business environment is challenging as companies cannot afford to remain stagnant. To achieve success, it is crucial to continuously search for the next major innovation. Marketing leaders face immense pressure in this regard as they strive to drive immediate sales while also building strong businesses and brands that will thrive in the long term.

However, there are three main factors that make this period particularly challenging for marketing leaders. The first factor is the explosion of data. In today's world, marketers have access to an unprecedented amount of information. With technology becoming more affordable, the quantity of available data has significantly increased. Performing a simple Google search on any subject yields millions of results. Many businesses can obtain real-time sales information at a detailed level including specific cities and products.

While this abundance of data can be beneficial in numerous ways, it also presents a problem. Marketers must find effective methods to process and extract meaningful insights from this overwhelming flood of information.The second factor contributing to the challenges faced by marketers is the increasing number of marketing tactics available. In the past, there were only a few television networks and limited publications to choose from. However, in today's world, there are hundreds of television networks and millions of websites to consider. This abundance of options makes decision-making difficult

as it is impossible for marketers to analyze all possibilities.

The third and most significant issue is the slumping world economy. The economic decline in late 2008 and early 2009 has had a profound impact on businesses and economists alike. The speed and depth of this fall have been shocking. Companies that were once stable now face bankruptcy, while even strong companies are uncertain about their future.

In such a challenging environment, it is crucial for marketers to take swift action and focus relentlessly on driving results. This means prioritizing actions that will have an immediate impact on the business rather than focusing on interesting programs or optional events. Failing to deliver short-term results may lead to job cuts.

On another note, sustainable growth for a firm is measured by its ability to grow without borrowing additional funds. If a firm exceeds this growth rate, they must seek funding from external sources in order to continue expansion efforts.The sustainable growth rate of a firm is determined by its profitability, asset utilization, desired dividend payout, and debt ratios. Sustainable growth models assume that businesses aim to maintain a consistent capital structure without issuing new equity, sustain target dividend payment ratios, and increase sales at the fastest rate allowed by market conditions.

However, limitations on the growth of sales and assets exist because the asset to beginning of period equity ratio remains constant. This is due to the fact that the firm can only rely on retained earnings as its source of new equity. Additionally, growth is constrained by the amount of additional debt that can be supported by the retained earnings. It aligns with evidence showing most corporations are hesitant

to issue new equity.

If the firm is willing to issue additional equity, there will be no financial constraint on its growth rate. The sustainable growth rate formula is based on return on equity.

Some examples related to this topic include Volkswagen implementing talking advertisements for brand promotion, producers spending 520 million on promotional activities for the movie "Aaron," and a unique promotion strategy used for targeting metro youth with the brand "Vanilla Coke." Ivies also embraced a retro aesthetic through combining Elvis style with Sashimi Kapok style on an Old Lambs Scooter. Unfortunately, this campaign did not resonate well with the target audience and received criticism.Additionally, the higher price of the brand deterred consumers from trying it, while Academy gained popularity for its exceptional chocolate through impressive marketing. Caduceus successfully repositioned itself and continued to advertise Academy through various campaigns, becoming a dominant force in the Indian market. The introduction of "Kayaks Tablet" in India had limited impact due to insufficient marketing efforts and other factors, leading to its discontinuation before launch. In contrast, Departure holds a significant position in the Indian market despite utilizing minimal marketing channels. Managing marketing communications during turbulent times is crucial for sustained growth, as emphasized in literature reviews. The MIMIC approach focuses on integrating marketing communications components to ensure harmonious communication within an organization or brand message (Trench Shims, 2007). Integrating different marketing efforts targeted at various audiences is believed to be highly effective in marketing management (Kettle 2000; Schultz & Kitchen 1997).The essence of MIMIC is the careful coordination of all elements that constitute an organization's marketing communication, ensuring a unified voice. This strengthens and reinforces the organization's core

message (Wells et al., 2000: Payne and Holt, 2001). Both corporate identity experts and communication experts acknowledge the significant link between corporate identity and various forms of communication. For example, Mind (1997) stated that communication strategy revolves around integration - creating a coherent plan based on the organization's corporate identity to establish a relevant image for achieving broader objectives. From a marketing perspective, Schuman et al.(1996) argued that marketers should integrate all communication efforts to ensure consistent and realistic messages across all functions, aligning with long-term goals such as corporate image as well as short-term goals like specific campaign objectives.

Communication marketing strategy aims to reach all stakeholders and primarily focuses on an organization's overall corporate communications rather than specific offerings or brands. Corporate marketing involves promoting the company as a whole, while profile strategy refers to activities and goals related to the corporate entity. It is important to note that corporate communications may differ from marketing communications.The study aims to investigate the significance and management of MIMIC in organizations, analyze strategies used during turbulent times, and examine marketing communication companies' approach towards clients. The research methodology includes an online survey (sample size: 100) and two telephonic interviews for primary data collection. Secondary data will be gathered through web research, marketing journals, books, and magazines. Expert interviews with Mr. Gregory Fernando have also provided additional insights. The process involves conducting root cause analysis for a specific product failure, holding meetings to discuss the issue, and monitoring social media platforms for information gathering. The objective is to identify negative factors related to the brand or organization and develop a detailed communication strategy for turning the image

into a positive one. One current project involving Taking-Wireless, a broadband and internet service provider that plans to focus on acquiring new customers through social media marketing efforts was discussed in an interview regarding brands lacking credibility in the market. Additionally, there is a difference between BIB and BBC companies in terms of selecting social media platforms for marketing purposesBIB companies utilize LinkedIn and Twitter, while BBC companies prefer platforms such as Facebook and other websites. The length of time it takes to rebrand a failed product depends on the size of the industry, typically taking around 2-3 months for well-known brands and approximately 6 months or more for unknown brands. Mr. Nikkei Rabble, Director of Strategic Brand Planning at Lowe Lint's, Iambi, discusses how marketing operates during difficult times like a slowdown or recession. During these periods, businesses tend to reduce expenses including advertising in order to control costs and maintain liquidity. However, leaders who give in to this temptation risk the long-term growth of their companies. In crises faced by Academy and Coca Cola, advertisements actually increase as companies strive to prove they are the best by enhancing their products with new specifications and campaigns showcased through various advertisement channels such as digital, print, public relations - although television advertisements are limited in the retail sector.The FMCG industry utilizes various forms of media, such as PR, print, digital platforms, personal selling, and sales promotions for advertising. Conversely, the pharmacy sector tends to have lower advertisement volumes but prefers print media or personal selling over other types of media.

Data Collection Method and Sampling: A total of 100 ex-alumni from our college who work in

the marketing department in different sectors were contacted to collect primary data. The sample sizes for each sector were as follows: FMCG-21, Banking-16, Market Research-12, Retail-10, BIB Automobile-5. An online research funnel was used to email the survey questionnaire to the target group and successfully delivered the emails. The survey responses were analyzed using a pie chart to interpret the data.

The pie chart illustrates the percentage of responses from various sectors. The survey included questions such as:

1) Should companies focus more on MIMIC in today's business environment (economic crisis)? Yes: 0
2) Do you agree that with the right communication tools you can build better relations with customers? Yes: 0 No: 0
3) Do you think MIMIC helps in new customer acquisition for business growth? Agree: 0 Disagree: 0
4) Do you think managing MIMIC is very critical in turbulent times?

1. Strongly agree: I), Agree: ii), Disagree: iii)
2. If your organization is going through an economic slowdown, which would be the most cost-effective communication tool you prefer? PR: I'), TV: ii), Print Media: iii), Digital Marketing: iv), Sales Promotion: v), Other (please mention): vi)
3. How did Academy manage crisis with Integrated Marketing Communication (MIMIC)?

The best example of MIMIC in action during a crisis is the case of Academy in Maharajah's, India. The crisis occurred when worms were discovered in some chocolate bars of Academy Dairy Milk, a popular brand that sold 1 million bars a day and was considered an icon of 'chocolate' in India. This issue affected eight outlets across Maharajah's and sparked an investigation by the Food and Drug Administration, leading to negative media coverage that caused widespread concern among consumers. The media

coverage led people to believe that every bar could be contaminated, resulting in a drop in sales volume, reduced retailer cooperation, and decreased employee morale. Ultimately, the company's credibility suffered significant damage. The investigation revealed that the problem originated at the distribution end, where infested bars were placed next to open and unpacked items that were susceptible to worms. Although Academy was not directly responsible for the issue, it took responsibility for failing to educate retailers on storage and hygiene.To address the problem, Academy implemented a MIMIC strategy, launching a comprehensive campaign across various media platforms. The goal was to regain lost credibility and restore the brand's reputation within the category. The message strategy focused on highlighting that the issue originated at the distribution end and could potentially affect any food item. Despite this, Academy committed to taking steps to address the problem.

As part of their efforts, Academy enlisted Amanita Backchat as their brand ambassador. Backchat is a well-known and respected celebrity who helped restore the brand's integrity. A television commercial featuring Backchat was broadcasted nationwide, connecting with viewers both rationally and emotionally by sharing his experience visiting the Academy factory and assuring the quality and safety of the chocolate, especially for children.

In addition to this, Academy launched Project Visas, a comprehensive campaign targeting trade partners, consumers, media, and employees. This campaign included a retail monitoring and education program that conducted quality checks at over 50,000 retail outlets. Educational materials about 'Facts about Academy' were distributed in 55 trade publications along with posters and leaflets addressing the issue for retailers to share with consumers.

Academy also took several measures to address concerns regarding their trade and

response cell. They provided a toll-free number and email id for direct contact with the company.
Additionally, Academy communicated with the media to provide updates on their actions and encourage them to inform consumers. They set up a media desk to promptly address any inquiries from the media. The managing director urged the media to assure consumers of the safety of Academy's products, while also advising caution when purchasing chocolate. Within two months, Academy promised to make packaging changes in order to prevent storage issues. As part of their outreach program, company spokespersons held individual sessions with 31 media editors. Employees were kept informed about these actions through meetings and email updates from the managing director.

To ensure complete protection, even for their smallest 13 GM chocolate, Academy introduced a new double packaging using aluminum foil and heat-sealed wrapping enclosed in a plywood pack. Although this new packaging incurred significant cost for the company, it demonstrated their commitment to both the media and consumers. The launch of this innovative packaging was celebrated at a grand media conference where various materials were distributed, including a comparison kit for evaluating old and new packs and a video release showcasing the packaging process and factory shots for television coverage.

Furthermore, in order to restore confidence among salespeople, an audio-visual presentation featuring Ambassador Amanita Backchat was shown at multiple sales conferences as motivation.Thanks to the integrated campaign MIMIC, Academy achieved a positive outcome. The company was able to win over the previously unbeatable media and received extensive coverage that highlighted their perspective rather than assigning blame. Surveys showed a positive change in consumer perceptions, increasing the likelihood of them purchasing from Academy.

Moreover, Actuary's sales not only recovered from a crisis but also grew by 20% in 2005. In summary, Academy successfully resolved a challenging business crisis through consistent and timely marketing communications. They utilized a 360-degree communications approach targeting various audiences to regain control and counteract negative word-of-mouth. This involved employing tools such as press releases, conferences, consumer advertising, trade advertising, point-of-purchase communications, packaging initiatives, email communications, and more to effectively convey a unified message and demonstrate efforts taken to prevent future issues. A case study titled "How Toyota executed MIMIC strategy to recover from crisis" documented how Toyota implemented recalls at the end of 2009 and beginning of 2010 due to reports of unintended acceleration in multiple vehicles. The first recall occurred in November 2009 specifically addressing incorrect or misplaced floor mats causing pedal entrapment on the front driver's side.In January 2010, a second recall occurred as certain crashes were determined to not be caused by floor mat issues. Toyota referred to this defect as Sticking Accelerator Pedal, which was a potential mechanical sticking of the accelerator pedal leading to unintended acceleration. The original action was initiated by Toyota in their Defect Information Report on October 5, 2009, with an amendment on January 27, 2010. Alongside the recalls for floor mats and accelerator pedals, Toyota also issued a separate recall for hybrid anti-lock brake software in February 2010. Overall, approximately 5 vehicles were announced for recalls by Toyota. Specifically, they recalled a total of 2 million vehicles for the pedal entrapment/floor mat problem and an additional 2.1 million vehicles for the accelerator pedal problem. Approximately 1.7 million vehicles were affected by both issues. The recall

also impacted certain Lexus and Pontiac models. Additionally, Toyota expanded the recall the following day to include 1.8 million vehicles in Europe and 75,000 in China, bringing the total number of cars recalled worldwide to reach 9 million for Toyota.

As a result of the recalls, sales of the affected models were suspended for several weeks until replacement parts could be obtained.In order to address associate issues that arose from these incidents,a new committee was established in2012.This committee made recommendations and secured a significant budget to create "Gestures of Appreciation" events throughout the year specifically aimed at associatesThe program launch was a pleasant event, featuring a large lunch and music. Toyota leaders encouraged associates to enjoy the day instead of immediately returning to their desks. Toyota utilized social media, drawing inspiration from Dell's and Storage's social media command centers. Many dealer sales associates benefit from the provided selling tips and updated product information in Toyota Today, which is distributed bimonthly and typically consists of 16 pages of relevant news. According to a survey, 88% of dealers and sales associates claim that the magazine aids in their car sales and job performance. In the NCR region, Toyota has recently focused on using its MIMIC to promote its new brand and restore its reputation after a global recall of certain models with sales promotion schemes.