Marketing Strategy Of A New Wine Brand Essay

Integrated marketing communication is combination of all marketing tools, resources and approaches within a corporation which capitalize on impact on consumer mind and results into maximum profit at low minimum cost. In general marketing starts from "Marketing Mix". Promotion is one part of Marketing Mix. Promotional activities consist of Advertising, sales and trade promotion and personal/ direct selling activities. It also includes sponsorship marketing, internet marketing, direct marketing, public relations and database marketing. And incorporation of all these promotional tools along with the other components of marketing mix to achieve edge over rivals is called Integrated Marketing

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

The common public goal of the marketing discourse is to attract attention from targeted audiences, in other words make the consumer buy, buy, and buy. In order to achieve these goals I have to execute different marketing strategies with the help of the staff and company executives. Together we brainstorm different marketing trends, design different kinds of ads; analyze social media for more effective ways of advertising and calculate risks based on customer insight. When all is done right the end goal will result an increase of sales revenue for the company, which will sharpen its image and name.

Marketing communication is mostly known as “ the process by which the marketer develops and presents an appropriate set of communication stimulus to a defined target audience with the intention of eliciting a decisive set of responses”( Yeshin, 1999). Therefore, it is the process whereby thoughts are shared and meanings conveyed in a convincing manner by an organization to its target audience for the patronage of their product and services over their competitors with the use of the promotional mix.

Recognition of consumer behavior towards the decision of marketing strategy is necessary for developing effective marketing plan

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

This integration of marketing tools in association with the organisation’s strategic objective transmitted through a carefully chosen media, results in an effective integrated marketing communication strategy. This amalgamation of strategy, tool, message and media is called the marketing communication mix.

The company will conduct marketing strategies that aim at creating an image for the brand in the minds of the consumers and reminding them customers about their products consistently.

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

An integrated marketing program that will comprise a variety of communication methods will be implemented. Integrated marketing communications involves realigning communications flow from different sources. It aims at encouraging organization’s target market to listen to what the business has to offer. These channels include PR, sales promotion, social media marketing and traditional advertising. Service related information to consumers will be disseminated through these channels. Each touch point will be supported by an appropriately positioned brand to truly maximize return on investment.

Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. The development of a cohesive and integrated marketing communications plan demands the adoption of a systematic process to ensure that all dimensions of the plan are carefully and considered (Yeshin, 1998, p. 70). the

Integrated marketing communications is a core strategic activity used to build and sustain profitable relationships with various stakeholders. Customers are a critical target but other audiences such as buyers, designers, retailers, sales assistants, suppliers, etc…. are also important if an organisation is to achieve its sales and marketing objectives.

There is also growing integration across products. In particular, wine marketers are being bought up by other sectors of the industry, at the same time that wine is beginning to catch up in the development of global brand identities and distribution systems. As a California wine consultant recently remarked, ‘The wine business is no longer a production-driven business as it has been traditionally; it’s fast becoming a marketing-driven business’ [2]. Among the 10 largest global wine marketers, at least three have significant holdings in beer and/or spirits. The world’s largest wine maker, US-based Constellation Brands, also markets both beer and spirits. Globally, informal or ‘unrecorded’ production, trade and sale of alcohol is substantial, amounting to at least two-thirds of alcohol consumption in the Indian subcontinent, approximately half of consumption in Africa and a third of consumption in Eastern Europe and Latin America [3]. According to the alcohol industry-funded

Schultz (2007) has some suggestions for improving a company's marketing. The first is to improve marketing capabilities, especially the functionality of marketing in an interactive marketplace. The second is to improve the customer focus, aligning the organization's tactics with its customer's needs. The third is to develop marketing and communications synergies. He argues that many companies develop adverstising, sponsorships and public relations independently, when they should be part of a unified, coordinated effort. The fourth is to develop better measures and metrics, as these will improve the efficiency and effectiveness of marketing strategy. The fifth is understanding social and economic networks to better reach the target

The goal of Integrated Marketing and Communication is ultimately to influence or directly affect the behaviour of the targeted audience. Integrated Marketing and Communication considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communication methods that are relevant to customers/prospects. Integrated Marketing and Communication process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce