FACULTY OF APPLIED SOCIAL SCIENCE (FASS) FAKULTI SAINS SOCIAL GUNAAN

CBIM 4303 INTEGRATED MARKETING COMMUNICATION

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SEMESTER MAY 2 !2

ACKNOWLEDGEMENT "raise to the Lord #or pro$iding me %ith great health& strength and emotional supporting completing this assignment. It is %ith great appreciation that I ac'no%ledge the contri(utions and support in completing this dissertation. It is %ith great appreciation that I ac'no%ledge the contri(utions and support o# m) lecturer %hose time& e##ort and guidance %ere highl) (ene#icial especiall) during m) completing m) assignment. M) sincere appreciation and than's to m) colleagues #or their constant support& guidance and #riendship. I reall) appreciate all m) #amil) mem(ers (ecause o# their endless support* encouragement and understanding throughout m) good times as %ell as m) tough times are so meaning#ul. +inall)& I am grate#ul to m) compan)& the go$ernment %ho,s allo%ed me to pursue this assignment.

TABLE OF CONTENTS CONTENTS; ACKNOWLEDGEMENTS REFERENCES PAGE 2 15

1.0 1.1 1.2 1.3 1.4 1.5 2.0 2.1 2.2 2.3

INTRODUCTION D !"#"$"%# %! I#$ &'($ ) M('* $"#& C%++,#"-($"%# T. IMC B # !"$/ (#) B(''" '/ IMC (#) M('* $"#& M"0 T. IMC M%) 1 O--,'' #- M('* $"#& C%++,#"-($"%# M%) 1 34 W"#$ ' (2004). T6E MARKETING COMMUNICATION STRATEGY ANALYSIS F%' "&# P'%),-$ 8 R"- K'"/9" / C ' (1 S"$,($"%#(1 A#(14/"/ E0$ '#(1 I//, / 2.-.! 2.-.2 2.-.Competition Culture Negati$e American "erception

5 5 5 5 2 5 7 7 7 7

2.4 2.5

I#$ '#(1 I//, / M('* $"#& S$'($ &4 2...! 2...2 2...Target Mar'et /irect Mar'eting Sales "romotion
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: :

2.2

C' ($"; S$'($ &4 8 M )"( S$'($ &4 2.0.! 2.0.2 2.0.The Internet Campaign The Tele$ision Campaign "rint

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3.0 3.1 3.2

RECOMMENDED MARKETING COMMUNICATION STRATEGY L%-(1 P'%),-$ 8 R"- K'"/9" / S ' (1

12

S,&& /$ ) M('* $"#& C%++,#"-($"%# S$'($ &" / !%' B'%<# R"- K'"/94 S$(' C ' (1 12 12

3.2.1

M('* $"#& S$'($ &4 i. Target Audience1Customer ii. /irect Mar'eting iii. "rint

4.0

SUMMARY

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1.0 1.1

INTRODUCTION D !"#"$"%# %! I#$ &'($ ) M('* $"#& C%++,#"-($"%# Integrated Mar'eting Communications 2IMC3 is de#ined as customer centric& data

dri$en method o# communicating %ith the customers and it is a simple concept. It ensures that all #orms o# communications and messages are care#ull) lin'ed together. At its most (asic le$el& IMC means integrating all the promotional tools& so that the) %or' together in harmon). The steps in de$eloping this plan in$ol$e: esta(lishing a clear goal and measura(le o(4ecti$es& understanding the target audience and their needs and pre#erences& e$aluating the pros1cons o# $arious communication options& and identi#)ing and implementing communication tactics. Mar'eting communication poses a special challenge to the mar'eting strategists #or some uni5ue reasons. +irstl)& it is the most $isi(le clue ne6t to the product itsel# o# mar'eters, intentions and commitment to consumers. Secondl)& it recei$es a relati$el) closer scrutin) #rom the polic)7ma'ers and other consumer7interest groups. Thirdl)& there has (een a signi#icant change in $ie%ing mar'eting communication.

1.2

T. IMC B # !"$/ (#) B(''" '/ 8ene#its 9 It can create competiti$e ad$antage& (oost sales and pro#its& %hile sa$ing mone)& time and stress. 8arrier 9 +unctional Silos&* Sti#led Creati$it)* Time Scale Con#licts and a lac' o# Management 'no%7ho%.

1.3

IMC (#) M('* $"#& M"0

The (asic tas' o# mar'eting is to com(ine the #our element (elo% in the mar'eting mi6es:

"roduct

"rice
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"lace1Channel

"romotion

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T. IMC M%) 1

To achie$e more e##ecti$e mar'eting communication man) companies tr) to integrate their $arious IMC. The IMC strategies are sho%n li'e (elo%.

+igure !

1.5

O--,'' #- M('* $"#& C%++,#"-($"%# M%) 1 34 W"#$ ' (2004).

An e6amination o# the a$aila(le te6ts on mar'eting communication re$eals that mar'eting communication& li'e all #orms o# communication& occurs in :an orderl) %a) o# transmitting a message,. It is similar to the #unctioning o# a telephone circuit. +igure 2 contains a simpli#ied model o# the %a) communication occurs.

+igure 2 The sender o# a communication is the person or organi;ation %ho has the in#ormation to share %ith another person or group o# people. The sender creates or encodes the message in a #orm that can (e easil) understood or decoded () the recei$er. Cle$er encoding also helps a message to cut through the clutter o# other ad$ertisements and distractions& called <noise<. I# success#ul& the audience %ill spot the message and then decode or interpret it correctl). The mar'eter then loo's #or <#eed(ac'< such as coupons returned #rom mailshots& to see i# the audience has decoded the message correctl).

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T6E MARKETING COMMUNICATION STRATEGY ANALYSIS F%' "&# P'%),-$ = R"- K'"/9" / C ' (1

2.2

S"$,($"%#(1 A#(14/"/ In !=2>& Eugene Mc?a) created Rice ?rispies Cereal #or the ?ellogg,s compan) and

it %as released to the pu(lic in !=2@. The rice grains are coo'ed& dried and toasted and then e6pand #orming $er) thin and hollo%ed out %alls that are crunch) to create the crisped rice. The cereal is most #amous #or the sounds it creates %hen su(4ected to heat and %as re#erred to as AThe Tal'ing CerealB 2?ellog Canada& 2 03.

Rice ?rispies is considered a #amil) (rand cereal. +amil) (rand cereals include an) (rands #or %hich are appropriate to ser$e to children& e6cluding those identi#ied as child (rands 28ro%nell et al. 2 =3. Rice ?rispies addresses parents directl) %ith reasons to #eed their product to their children. Child #eatures on the pac'aging& such as the three mascots& games and pu;;les& pro$ide e$idence that child consumption is suggested. The) are the #riendl) gnomes %ith their o%n distinct personalities that relate to most 'ids. 2.3 2.3.1 E0$ '#(1 I//, / C%+9 $"$"%#

Rice ?rispies 9 Read)7to7eat 2RTE3 cereals are the largest categor) o# pac'aged #ood mar'eted directl) to children. In 2 and adolescents 28ro%nell et al. 2 o$er America and %orld %ide. 0& cereal companies spent C22= million to target children =3. ?ellogg,s is the industr) leader (ut is losing mar'et

share to Deneral Mills. Their closest competitor& the Cheerios are $er) popular and sold all

2.3.2

C,1$,' Ea$ing cereal #or (rea'#ast is #amous in the Festern countries (ut it is totall)

di##erent %ith the Asia countries that eat hea$) #ood as their (rea'#ast. So& cereal it is not the #irst choice #or them #or (rea'#ast. The ad$ertisements also $ar) #rom the glo(al (rand,s other ads around the %orld. 2.3.3 N &($"; A+ '"-(# P '- 9$"%# The compan) is o#ten seen as a s)m(ol o# American domination o# #oreign economic resources e$en though its #oreign #ranchises are locall) o%ned and use locall) produced #oods. Gther criticisms include allegations o# e6ploitation o# entr) le$el %or'ers& ecological damage& selling unhealth) #ood& production o# pac'aging %aste& e6ploitati$e ad$ertising& etc. 28os%ell& 2 2.4 .3

I#$ '#(1 I//, /

Rice ?rispies Cereal has di##erent mar'et segments& these include parents %ith children& children and teenagers so there are di##erent strategies to communicate %ith them. The more Rice ?rispies Cereal 'no%s a(out its customers& the (etter it can ser$e them. Currentl)& ?ellogg compan) uses all media channels #or their mar'eting li'e (ill(oards& TH ads& e7 mailing& sponsorships& sales promotions etc. including direct mar'eting channels. Ne$ertheless& %e (elie$e that it is the TH ads that are on the heart o# compan),s promotion strateg). 2.5 2.5.1 M('* $"#& S$'($ &4 T('& $ M('* $

"eople interpret things di##erentl). According to Magelons')&2 ! & the primar) users o# RTE cereals are #amilies %ith children aged 0 to !>. The) spend >. percent more than e6pected on read)7to7eat cereals. Those %ith 'ids underage 0 or aged !- to !> each spend 20 percent more than e6pected. Young singles under age -. spend .I percent less than e6pected on RTE cereals& and childless couples in the same age (rac'et spend != percent less than e6pected.

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2.2.1

D"' -$ M('* $"#&

The Rice ?rispies Cereal gi$ing coupons as gi#ts the online customer ser$ice pro$iders and the customer. The compan)& (eing a %ell7'no%n glo(al (rand& needs not to ad$ertise to (e 'no%n as a (rand& (ut rather as one that,s more #ocused on its customers. 2.2.2 S(1 / P'%+%$"%# Engaging the consumer through trial sampling allo%s (rands the a(ilit) to ma'e an impact connection %ith the consumer leading to a higher li'elihood o# purchasing 2Fhitle)& 2 @3. Sampling in a grocer) store is also one o# the (est %a)s to reach their target mar'et .3. This strateg) %hich in this case is the primar) grocer) shoppers 2A Forld o# Fomen& 2

%ill stimulate the trial o# recipes %ith Rice ?rispies as the main ingredient& and %ill also help (uild a%areness among potential consumers to the $ersatilit) o# Rice ?rispies. 2.5 C' ($"; S$'($ &4 8 M )"( S$'($ &4 2.2.1 T. I#$ '# $ C(+9("&# The Internet is (ecoming more and more important in ad$ertising e$en o$erta'ing the tele$ision& there() indicating the important role that online ad$ertising can do to (usinesses li'e Rice ?rispies. The opportunities #or Rice ?rispies mo$ing #or%ard are social media& health conscious trends& promoting their %e(site& producing more memora(ilia& and repositioning their (rand. Social media is () #ar the (iggest opportunit) #or Rice ?rispies. There are t%o main aspects to social media that Rice ?rispies can utili;e* +ace(oo' and T%itter. The pages that are currentl) on +ace(oo' #or Rice ?rispies appear to (e created () people %ho %anted to share their appreciation #or their (elo$ed Rice ?rispies and not () ?ellogg,s itsel#. 8) creating a (etter and more thought out page Rice ?rispies can utili;e +ace(oo' to reach out to )oung mothers1parents as %ell as )outh. +ace(oo' also has the uni5ue capacit) #or online games that can (e pla)ed %ith1against #riends. ?ellogg,s used this to their ad$antage and de$elop and game %ith Snap& Crac'le& and "op #or 'ids and )outh.

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2.2.2

T. T 1 ;"/"%# C(+9("&# The tele$ision has (een an important mar'eting channel #or Rice ?rispies #or a long

time. 8ecause o# the resources the compan) need to put into de$eloping the Internet mar'eting campaign& the tele$ision ad$ertising (e 'ept at the same le$el. 2.2.3 P'"#$ Fhen people sa) print ads& (ill(oards are the #irst ones that come up in their minds. Rice ?rispies uses these a lot. As a matter o# #act& the group (elie$es that all o# us ha$e in our minds the slogan ASnap& Crac'le and "opB #or %e see it on the product (o6. "eople see the #riendl) gnomes %ith their o%n distinct personalities that relate to most 'ids characters 'no%n as Snac'& Crac'le and "op. Toda)& the) is (rand recognition and the cereal is strongl) recogni;ed () the three mascots.

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RECOMMENDED MARKETING COMMUNICATION STRATEGY L%-(1 P'%),-$ 8 B'%<# R"- K'"/94 S$(' C ' (1

This product is still ne% in the mar'et. 8ro%n Rice ?risp) Cereal cereals that contain nutrients such as #i(er (ro%n rice& calcium and protein. It %as manu#acture () Ja(i Rice Mill Sdn 8hd& one o# the local cereal manu#acturers. This product has no gluten& no trans #ats& s)nthetic d)es and preser$ati$es. This product is suita(le #or all ages and contains /ietar) +i(er that is good #or the human (od). As %e all 'no%& man) people Mala)sia pre#er imported products than local products. Although the 5ualit) o# the product is not much di##erent& the) still pre#er imported products. Li'e%ise& local #ood products& such as (rea'#ast cereals is are not %ell recei$ed () residents Mala)sia. Nestle Mala)sia is the most in#luence cereal manu#acturer in Mala)sia (ut it is not originall) a Mala)sia product. 3.2 S,&& /$ ) M('* $"#& C%++,#"-($"%# S$'($ &" / !%' B'%<# R"- K'"/94 S$(' C ' (1 3.2.1 M('* $"#& S$'($ &4

". T('& $ A,)" #- >C,/$%+ ' Target audience is a customer data(ase 5uantitati$el) captures the 'e) characteristics o# prospects and customers %ho are most read)& %illing& and a(le to purchase )our product or ser$ice. It ma) o##er demographic in#ormation a(out their age& income& education& gender& and pre$ious mail order purchases.

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Gnce these distinct customers ha$e (een de#ined& a mar'eting mi6 strateg) o# product& distri(ution& promotion and price can (e (uilt () the (usiness to satis#) the target mar'et. This product should attract children and adolescent as the) are the (iggest consumers #or cereals. Gther than that& this product must (e a(le to persuade the parents to (u) the product #or their children. "". D"' -$ M('* $"#& /irect mar'eting includes $arious approaches in %hich the producer o# goods or ser$ices directl) contacts the end7user %ill increase the sales o# the product as it %ill (e %ell 'no%n among the customers. /irect mar'eting encompasses #ace7to7#ace selling& direct mail& catalogs& 'ios's& telemar'eting& and more. This product should (e introduce to the mar'et as it one o# the e##ecti$e %a) to persuade customer. This direct mar'eting can (e start %ith a sampling program %ith local supermar'et such as Ser$a) E)permar'et& Milime%a and Diant. Tuc'%ell& 2 increasing the customer com#ort le$el %hen (u)ing a product. """. P'"#$ "rint materials such as ne%spapers& (anner& pamphlet and printed %ere a great medium to promote the product %orld %ide or across the countr). It ma) cost the manu#acturer (ut it %as a traditional method that still %or's until no%. The (anner and pamphlet must (e attracti$e and uni5ue so that audience %ill remem(er the description o# the product. @& sampling is a %a) o#

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4.0

SUMMARY

Integrated Mar'eting communication is a com(ination o# a #e% #actors such as target audience& channel o# distri(ution or media medium& resources and the use o# media mi6es (e#ore getting the e##ecti$e mar'eting communication #or the product. It aims to ensure consistenc) o# message and complementar) use o# media %hich descri(e a holistic approach to mar'eting communication. "eter /ruc'er argued that& "Every organization,whether business or not, has a theory of the business. Indeed, a valid theory that is clear, consistent and focused is extraordinarily powerful. As conclusion& AIntegrated Mar'eting CommunicationB are li'e a (and. The di##erent communication instruments. Ad$ertising& pu(lic relations& data (ase& mar'eting& media specialist& sponsorship& interacti$e& e$en mar'eting and the rest are 4ust li'e the di##erent musical instruments: piano& trumped& trom(one& $iolin& clarinet& percussion and the rest. This analog) is neither as sill) nor as simple as it sounds. It is time to reconsider #or the compan) %ho do not see IMC as $ital.

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REFERENCES !3. Advertising and Pro otion& .th Ed& Ne%

8elch& Deorge E. and Michael A. 8elch& 22 Yor'& McDra%7Eill& Ir%in& "g. !-07!0.

8urnett& J. K Moriart)& S. 2!==@3. Introduction to Mar'eting Communication 9 An Integrated Approach. Ne% Jerse).: prentice Eall Clo%& ?enneth E. &8aac'& /onald E. 2March 22& 2 and !ar"eting #o 03 Integrated Advertising, Pro otion,

unications &p. --@. "rentice Eall "TR. IS8N =>@7 7!-7!@0022

Sissors& Jac' L. and Lincoln 8um(a& 2!==03. Advertising !edia Planning& 2Ne% Yor'3& McDra%7Eill1Contemporar) 8oo's& .th Edition& Ne% Yor'& NY Schult;& /on E. and 8eth E. 8arnes& 2!===3. $trategic %rand #o Ed& Lincoln%ood& IL& NTC 8usiness 8oo's& Chapter I. Schult;& /on E. 22 23& &%eyond !ar"eting !ix !odeling' Presentation at &!ar"eting !ix unication #a paigns& .th

!odeling for Profitable $ales Con#erence& & Chicago& IL Stro'es& Ro( 22 @3. e!ar"eting' (he Essential )uide (o *nline !ar"eting . Muir'

eMar'eting. IS8N =>@7 702 7I!!-.70. Sutherland& M and S)l$ester& A. 22 3& Advertising and the !ind of the #onsu er& St.

Leonard,s& Australia& Allen K Nn%in& Chapter !. Heronis Suhler Ste$enson 22 Yor'. Fhiteloc'& J. K Re)& J7C. 2!==@3. Cross7cultural Ad$ertising in Europe: An Empirical Sur$e) o# Tele$ision ad$ertising in +rance and the N?. International !ar"eting 1eview. Hol. !. No. I& p. 2.>72>0. Lin'han& Deorge M. K Fatson& Richard T.& !==0. O Advertising trends' Innovation and the process of creative destruction,O Journal o# 8usiness Research& Else$ier& $ol. ->2-3& pages !0-7!>!& No$em(er. .3& O#o unications Industry +orecast ,--./,--0&O Ne%

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