Group Assignment for Marketing Communication

(MKT 546/547)

MKT 547
Prepared By:

Name of Students Student ID Program

1. Ahmad Afiq bin 2013149497 BM 240
Lothman

Prepared For:

Dr Zainuddin Bin Zakaria

Date of Submission:
26 November 2016
 Table of Contents

1. Table of Contents

2. Executive Summary

3. Introduction

4. Present Marketing Communication

5. Suggested Integrated Marketing Communication

6. Expected Business Improvement

a. XXXXXXXX

b. XXXXXXXX

c. XXXXXXXX

d. XXXXXXXX

7. Conclusions

8. References

9. Appendix
 Executive Summary

Anak Jasa (M) Sdn Bhd or Rempah Tok Ma brand is a company that make spices product,
which are consist of Gulai Nasi Dagang, Gulai Nasi Minyak, Gulai Ayam/Daging, Kerutub, Kari Ikan
and Kari Daging. This six types of product has been creates by their family. This company will
continue the family tradition to make the product so it can be introduce to the next generation.

The product will be selling at the reasonable price and the customers also can choose the
variety types of product from their company. As the user or customers has rise they will add the
value added to the product so it will attract more people around the world to know the product
produce by our company. The main office and factory is located at Kawasan Perindustrian
Chendering, Kuala Terengganu.

Rempah Tok Ma was created difference taste of spice because the ingredient used for the
spices is based on Pantai Timur tastes. Through this they can make the difference concept from
the other company that has been exist in the industry of spice. The spices that company creates
did not contain illegal ingredient and have the license from IKS and also JAKIM, Rempah Tok Ma
can guaranteed that the product produce is 100% ‘HALAL’ or legal, by this the Muslim people did
not have to worry about the safety of product Rempah Tok Ma produce.

Beside that, to build its strong position it uses many communication channels. This
procedure is called Integrated Marketing Communication. It uses all its marketing tools,
approaches and resources to make this happen. Among many of the Rempah Tok Ma
advertisement channel they have chosen some media such as: television, transport, Facebook,
Youtube, Website, Newspaper and Poster. In this assignment we will bring about a discussion on
developing effective communication and objectives of all the advertisements from different media.
In this assignment we will bring about a discussion on communication process, developing
effective communication, message format, message structure, appeals, chosen media, message
source, feedbacks and objectives of all the advertisements from different media. To make this
product effective and appropriate advertisement’s it has been able to capture the mind of
consumers of all age and class and spread its market around the world.
 Introduction

Integrated Marketing Communication 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 channels. A company develops its
integrated marketing communication programme using all the elements of the marketing mix
(product, price, place, and promotion).It is integration of all marketing tools, approaches, and
resources within a company which maximizes impact on consumer mind and which results into
maximum profit at minimum cost. To describe the concept IMC we have selected Rempah Tok Ma
for references. They have a very good position in the field of food processing industry in SME.
They usually use different communication channel. Such as:

* Print Media: Newspaper

* Broadcast Media: Radio, Television

* Display Media: Posters, Banners

* Online Media: Website, Facebook, Youtube

We have chosen four different types of advertisement. This are-

* Online advertisement

* Transport advertisement

* Newspaper advertisement

* Poster advertisement
 Marketing Communication
A communications strategy is designed to help you and your organization communicate effectively
and meet core organizational objectives. Here we look at the key elements of a communications
strategy as well as how press/PR plans, web strategies and marketing plans fit into organization
overall communications strategy. Many companies are using integrated marketing communications
(IMC); because they need a more effective and efficient way of communications with their
customers. It is believed that IMC help them to build customer relationship and therefore create
profitable brands.

1. MARKET SEGMENTATION AND TARGETING

Segmentation and targeting seek to determine who companies want to reach in order to build
brand relationship. Marketing today is in the name of efficiency and effectiveness, becoming more
focused on smaller but more profitable segments of the market.

Tok Ma Brand must be at the forefront of consumer research and conducts extensive research on
a regular basis to identify new trends and to study opportunities for new and different trade
channels. According to Tok Ma product, overall consumers can be grouped in one segment it is:

- The B2B sector: industrial companies which manufacture large commercial spices product.

Specific segments are selected and Tok Ma Brand must develop different marketing plans in order
to satisfy the needs of the potential buyer in the chosen segments.

The fundamental starting point for the creation of a successful marketing mix strategy is to ensure
that the target market is clearly defined. Having evaluated the two segments, Tok Ma Brand could
consider two different types of targeting the two markets in which the company operates.

2. POSITIONING

Positioning is the art of designing the company’s offering and image to occupy a distinctive place in
the mind of the target market.

Tok Ma Brand must position its two core products:

- Traditional spices recipe

- 3 in 1 recipe
According to Ries and Trout, in an over-advertised society, the mind often knows brands in the
form of product layers. The top firm is remembered the best. The number one position can be held
only by one brand.

The proliferation of new types of media, the growing sophistication of consumers, the wide range of
communications tools, messages, audiences and the rise in some media cost, such as television
through the 1990’s, makes imperative that companies move towards IMC. Therefore it is important
to develop an IMC approach in order to obtain uniform branding, target the market and seek to
position the Traditional recipe and 3 in 1 recipe to their respective target markets. The elements
involved in IMC are many and they depend upon the perspective an individual might adopt, these
elements might range from a simple configuration of the promotional mix through to a fully
integrated and culturally driven mission and corporate strategy. (See Table 1) The present report
focuses on the explanation of the promotional mix and the marketing mix and business strategy.

Table 1. Elements involved in IMC

THE PROMOTIONAL MIX Above the line and below the line

MARKETING MIX Price, Product, Place and Personal Selling

BUSINESS STRATEGY Philosophy, objectives and mission

OUTSOURCED PROVIDER Agencies, production material suppliers

ORGANISATION Employees, management and overseas division

Table 1 shows the main elements to be considered and managed in developing IMC. Therefore
IMC is not just a matter of transmitting uniform marketing communications messages.

3. SUGGESTED INTEGRATED MARKETING COMMUNICATION

The concept of IMC has been defined in three ways: a one-voice view in which there is one theme
and one image, a perspective which suggests that product, image and consumer behaviour should
be considered simultaneously and a perspective which focuses on the integration of
communications disciplines.
3.1 CONSISTENCY

IMC planners, focus their attention in two types of consistency, one voice one look and strategic
consistency. For instance one voice one look, delivers a campaign in which all advertising, sales
promotion, sponsorship, publicity and direct response and package for the two different products
have the same appearance and feel. All the media messages reinforce one and the other.

Therefore, Tok Ma Brand must bring together its advertising, direct marketing, public relations and
employee communications in order to improved communications within them in order to target its
two different segments.

IMC can be defined as the harmonisation of the messages conveyed by each of the promotional
tools, in order that audiences perceive a consistent image of product organisation. Tok Ma Brand’s
key visual triggers used in advertising should be replicate across the range of promotional tools
used, included point of purchase and sales force in order to position its Traditional product recipe
brand to the consumer market and 3 in 1 product recipe brand to the industrial market.

Tok Ma Brand script logo and corporate colours so prominent on delivery, signs, stationary, printed
material and the brand themselves must be consistent as a visual statement of the company’s
authority within the market.

It is important that the Traditional and 3 in 1 product recipe have their individual design style and
colour which depends on the market position and customer perception. The Tok Ma Brand house
name in its unique script should always be included so that the product perception gains uniformity.

To achieve strategic consistency, the different messages should be tailored to the two different
target audiences while maintaining a constant brand image.

3.2 THE PROMOTIONAL MIX

Effective communications is important to organisations, therefore they use a variety of promotional

tools, such as; advertising, public relations, direct marketing, personal selling, promotion and
added value approaches like events, sponsorship, merchandising and pop material.

In order to get these messages, traditional media, such as print and broadcast, radio can be used
to create brand positioning and awareness of the Tok Ma Brand as well as the use of the internet.

The marketing communication tools can be used in different combinations and different degrees of
intensity, according to the nature of the company and in order to communicate with the two
different audience groups. There are significant changes in the way organisations communicate to
their target audience, for instance, there has been an increase in the use of direct marketing,
internet and digital technologies, which enable new interactive forms of communication, they can
be used in the B2B.

DIRECT MARKETING

Sales promotion, public relations, personal selling

The shift is from an intervention-based approach to marketing communications, or based on

seeking the attention of a customer who might not be interested; towards permission-based, focus
on the audience interested in a particular offer.

The trend from traditional strategies, based largely on mass communications, to one based on
personalisation, rather than generalisation, customer orientated and technology driven
approaches, is referred to as integrated marketing communications. This new media approach has
been called an orchestration, whole egg and seamless communication.

For decades, marketers have implemented the long established communications tools of
advertising, public relations, sales promotion and direct marketing to achieve a diverse range of
objectives. Traditionally they have been managed separated, with different objectives, goals and
budgets.

Therefore it is important that Anak Jasa coordinate the tools under an umbrella strategy in an
attempt to increase communication effectiveness and consistency.

3.2.1 Advertising

The role of advertising in the promotional plan is important. Advertising can influence audiences by
informing or reminding them of the existence of a brand, or alternatively by persuading or helping
differentiate a product or organisation from others in the market.

Anak Jasa could use on alternative communication channels to create product awareness, such as
the Tok Ma brand and its new range of saucepans, brand association and loyal customer bases.

Providing extensive information especially by using media advertising, cannot impact customers
personal experience with the brand. Experiences go beyond the loyalty generated by any objective
assessment of a brand’s value. What is more it links all its communications tools and focuses on
the consistency of the brand.

However, Anak Jasa’ brands Tok Ma, could gain brand building through press coverage and word
of mouth.

3.2.2 Sales Promotion

Sales Promotion is a marketing communication function that adds value to brand messages. A
sales promotion intensifies a brand contact when a customer or prospects are buying or using
situation. More specific, it is a short term added value offer designed to encourage and accelerate
a response. A customer sales promotion offer is designed for end users and buyers could be
designed for the brand Diamond and a trade sales promotion for the brand Tok Ma focusing in
customers in the distribution channel, such as distributors and wholesales.

Anak Jasa, in order to move its Tok Ma products through the distribution channel, from the point of
manufacture to the point of consumption, could use two basic sales promotion strategies; push and
pull.

Push strategies can be defined as marketing communications efforts targeted at members of the
distribution channel. Once the retailer has purchased several truckloads of the product, that retailer
will work hard to make sure the product sells in order to recoup the cost of the product and make
profit of it.

Pull strategies, on the other hand, are communication efforts targeted to end users. They are used
to motivate customers to come to stores and look for a specific brand, which pulls products from
the shelves and creates need for retailers to buy more, in order to satisfy the consumer demand.

Anak Jasa’ s sales promotion, could include push and pull strategies, using both consumer and
trade promotions and the company integrate trade and consumer promotion in time and theme, in
order to create a positive synergy.

3.3.3 Events

Brand’s events included celebrations such as organising an event and its logistics, staffing it and
marketing it to participants, sponsorships and attendees. In other words, managing an event
involves the use of almost every other form of marketing communication. It can be suggested that
Anak Jasa could organise events such as cooking or chefs’ competitions in order to promote its
Tok Ma brand. As well as sponsoring TV programs specialised in cooking in order to target their
audience.

3.3.4 Public Relations

Public relations strengthen credibility, enhance image, develop goodwill or influence public opinion.
These tactics, such as speeches, special events, newsletters, annual reports and news releases,
are targeted to an audience could be used in order to target single markets the B2B.

Expected Business Improvement

The new emphasis on IMC has produced a new marketing mix. The traditional 4Ps are
reconfigures, therefore the fourth P, becomes personal selling. The marketing communications
task is to ensure that the perception of the offering and of the organisation is the desired one. One
way of providing consistency, is the use of own label products.
Marketing communication of the price is through the selection of prestige, competitive or value
pricing and trough detail ads. On the other hand, marketing communication on the place is through
the distribution channel as a promotion vehicle, such as store atmosphere and point of purchase
ads and promotions.

1. BUSINESS STRATEGY

In order to use an integrated marketing communication approach effectively, it is necessary to

communicate aspects of the direction in which the organisation intents to achieve this. Therefore,
the business philosophy and its objectives, usually express through mission and vision statements,
need to be communicated to particular audiences in a way that synchronises and co-ordinated with
the organisation’s other communications activities.

IMC needs to involve the whole organisation, because it requires internal and external
communications so that they can be identified with the strategy and direction of the organisation. It
is believed that IMC cannot be sustained unless it is supported by all employees adopting a
customer focus.

Once the internal orientation has been established, it is possible to take the message to external
audiences. Encouraging employees to behave in such a way that they are perceived to support
brand promises, provides a vital form of consistency.

2. GENERIC CRITICAL SUCCESS FACTORS

IMC is not a static one level concept the establishment of IMC must be undertaken in steps, in
order to coordinate various aspects.

According, the starting point in the move towards IMC is at level of promotional mix, from
promotional coordination, progress through to a functional coordination, where different parts are
introduced to the concept of internal marketing communications.

The next step is characterised by the organisation moved towards a customer orientation culture, it
requires a cultural shift. In other words, in order to established an IMC approach, Anak Jasa must
achieve and communicate their intent to all that involves both an inside an outside organisation.

Integrated Marketing Communication, means different things to different people, however the term
should embrace the marketing mix, the promotional mix, internal communications and all those
outsourced providers which contribute to the overall marketing communication process.

Integrated Marketing Communications

All these elements need to be linked to the overall purpose of Anak Jasa Sdn Bhd bearing in mind
the strategy, philosophy and mission of the organisation.

The key is synergy, media work better together in combination than they do alone. In order to
identify the media synergy that exists within a promotional program the methodology is; the
increased effects the same marketing communication message appearing in different media can
have on product sales over time however it is important to bear in mind that a different approach
and message have to be transferred to the two different segments.

Some type of synergy may occur if various forms of media elements are ran together , but
identifying this synergy in the mass media has been most difficult to prove, particularly in terms of
connecting the results to actual market sales.

The identity of the two different brands is the foundation of any good brand building program. A
clear an effective brand identity, one for which there is an understanding and buy-in throughout the
organisation, should be linked to the business’s vision and its organisational cultural values.

REFERENCES

Belch, G. D. and Belch, M. (1998) Introduction to Advertising and Promotion: An Integrated

Marketing Communication Perspective, 4ed, Homewood, IL, Irwin

Cuclis Communication (2004) What is Public Relations?, Cuclis Communications,

http://www.cucliscommunications.com/pr.html

Duncan, T. (2002) IMC; Using Advertising and Promotion to Build Brands, 1ed., New York,
McGraw Hill

Duncan. T. and Everett. S. (1993) ‘Client Perceptions of Integrated Marketing Communications’,

Journal of Advertising Research, 3(3), pp 30-39

Fill. C. (2001) ‘Essentially a Matter of Consistency: Integrated Marketing Communications’, The

Marketing Review, 1, 409-425