Planning for integrated marketing communications
The overall marketing communications campaign is analogous to a war. The many battles within the campaign are the communications mix elements or geographical areas targeted. For example the advertising campaign is a series of advertisements, and the activities that help produce them, which are designed to acieve interrelated goal. Intererated marketing communications, 2009
Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is why the IMC RABOSTIC planning model is useful as it identifies the tools and the processes to be used. Each communication tool should not be seen as a seprerate activity that might each produce incremental results, but rather as a series of interrelated marketing communications tools that support each other. Intererated marketing communications, 2009
Where are we now?
When starting a plan it is important to first find out where the business is now. This analysis of background information of the company is the research basis for identifying the audience, budgets, objectives, strategy and tactics.
The author Andrews argues that the rational analysis of the possibilities open to organisations is an essential part of strategy development. As a starting point in developing options, it is useful to summarise the current position of the company. A useful way of doing this is by the use of swot analysis. This is an analysis of the strengths and weaknesses present internally in the organisation, coupled with the opportunities and threat that the organisation faces externally. (lynch, 2006)
•Increasing marketing share
•UK market leadership enforced•Reliance on the UK market •Debt reduction
•Signs point to serial acquisitions
•Non food retail
•Health and beauty
•Further international growth•International expansion •UK structural change could spark up price war
•Asda increasing market share
Increasing market share
Tesco holds a 13% share of the UK retail market. Its multi-format capability means that it will continue to grow share in food, while increasing space contribution from hypermarkets will allow it to drive a higher share in non-food.
In the UK, Tesco’s late 2002 investment into West-midlands based convenience store group T&S was billed as the most aggressive move into the neighborhood market by a big-name retailer so far. The deal has turned Tesco into the country’s second biggest convenience store chain after the Co-operative Group, and the company also plans to open up 59 in the UK this year. Tesco has grown its non-food division to the extent that its revenues now total 23% of total group earnings.
Tesco’s international business segment is growing steadily, and is predicted to contribute nearly a quarter of group profits over the next five years. If geographical spread continues to grow, this will ensure Tesco’s continued regional strength. http://www.guardian.co.uk/business/2009/nov/10/tesco-waitrose-win-market-share
In fiscal 2003 Tesco Personal Finance reached the milestone of one million motor insurance policies, making it the fastest growing motor insurance provider ever. The group’s instant travel insurance allows Clubcard holders to buy their holiday insurance conveniently at the checkout. Pet insurance now has over 330,000 cats and dogs covered, while the life insurance policy followed on from the success of last year, when it was voted The Most Competitive Life Insurance Provider in the...