Case Study Unilever
Written Case Study
Unilever
Question 1
Briefly explain the concept of integrated marketing communication (IMC). How well has Unilever – (product brand selected) used the main elements of the promotion mix to create an IMC? Justify and support your answer with examples of the various elements used.
Introduction
Integrated Marketing Communication (IMC) is quite a simple concept once you understand it. It makes sure that all forms of messages and communications get linked together. So what this actually means is that IMC is used to connect all the promotional tools, so that they can work together in harmony. One major goal of IMC is to send a consistent message to customers. Integrated marketing communications make sure to help an organization with coordination and management of its promotional efforts to make sure that the customers receive consistent messages (Pride, Elliot, Rundle-Thiele, Waller, Paladino, Ferrell, 2007, p.391).
When this approach is used, long-term relationship with the customers is created as well the efficient use of promotional resources. The IMC concept has been adapted for many reasons. Mass audience advertising which was a popular promotional method in the past, is not used as much today. The cost is high and the size of the audience is unpredictable. Today marketers can use more precisely targeted promotional tools such as cable TV, mail, internet and special magazines. Database marketing make it allows marketers to target individual customers more precisely (Pride et al, 2007, p.391).
Unilever has created innovative websites for their familiar brands as; Dove, Persil and Vaseline, Lipton, Flora, Ben & Jerry’s and more. Unilever has been famous because of their marketing success in using TV, web and viral strategies. Dove for an example which is a soap brand won a big price at Cannes because of its viral video “Evolution” (Kotler, Brown, Burton, Deans & Armstrong, 2010).
Ben & Jerry’s
In the following section I will
Unilever
Question 1
Briefly explain the concept of integrated marketing communication (IMC). How well has Unilever – (product brand selected) used the main elements of the promotion mix to create an IMC? Justify and support your answer with examples of the various elements used.
Introduction
Integrated Marketing Communication (IMC) is quite a simple concept once you understand it. It makes sure that all forms of messages and communications get linked together. So what this actually means is that IMC is used to connect all the promotional tools, so that they can work together in harmony. One major goal of IMC is to send a consistent message to customers. Integrated marketing communications make sure to help an organization with coordination and management of its promotional efforts to make sure that the customers receive consistent messages (Pride, Elliot, Rundle-Thiele, Waller, Paladino, Ferrell, 2007, p.391).
When this approach is used, long-term relationship with the customers is created as well the efficient use of promotional resources. The IMC concept has been adapted for many reasons. Mass audience advertising which was a popular promotional method in the past, is not used as much today. The cost is high and the size of the audience is unpredictable. Today marketers can use more precisely targeted promotional tools such as cable TV, mail, internet and special magazines. Database marketing make it allows marketers to target individual customers more precisely (Pride et al, 2007, p.391).
Unilever has created innovative websites for their familiar brands as; Dove, Persil and Vaseline, Lipton, Flora, Ben & Jerry’s and more. Unilever has been famous because of their marketing success in using TV, web and viral strategies. Dove for an example which is a soap brand won a big price at Cannes because of its viral video “Evolution” (Kotler, Brown, Burton, Deans & Armstrong, 2010).
Ben & Jerry’s
In the following section I will
References: Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing (8th ed.) Frenchs Forest, NSW: Pearson Education, pp.504-5. Pride, Elliot, Rundle-Thiele, Waller, Paladino, Ferrell, (2007) Marketing: Core concepts & Applications, 2nd asia-pacific edition, John Wiley & Sons, Brisbane. Ben & Jerry’s legal stuff. Retrieved April 19, 2011 from: http://www.benjerry.com.sg/legalstuff/ Carrefour, about us. Retrieved April 19, 2011 from: http://www.carrefour.com.sg/aboutus.html Travado. Retrieved April 24, 2011 from: http://www.tradavo.com/wholesale-ben-jerrys/ Unilever, Brands. Retrieved April 21, 2011 from: http://www.unilever.com.sg/brands/foodbrands/benandjerrys.aspx Wikipedia, Ben & Jerry’s. Retrieved April 20, 2011 from: http://en.wikipedia.org/wiki/Ben_&_Jerry%27s#Free_Cone_Day