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Marketing: You Decide Essay

963 words - 4 pages

Abstract:
Graves Enterprises Floor Care Products Consumer and Commercial Product Divisions have been working aggressively to create an Integrated Marketing Communications Plan. The Integrated Marketing Communications Plan (IMC) “evaluates the strategic roles of a variety of communications disciplines for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.” (Kolter & Keller, 2009), however, even though the Marketing Director of Consumer Products Division, Joshua Edwards, has worked with his team to generate multiple ideas ...view middle of the document...

This method maybe difficult for the two divisions to define the objectives and assumptions, however, this will make the communication plan easier to understand and follow throughout the year. Once this step is completed, then we can address the current ideas of Consumer Products Divisions IMC Plan.

Consumer Production Communication plan
The current communication plan for Consumer Products is very limited in focus which is contradictory IMC plan which more than two communication disciplines must be used to be successful. Also, “companies must adopt a "360-degree view" of consumers to fully understand all the different ways that communications can affect consumer behavior in their daily lives.” (Kolter & Keller, 2009) The Consumer Product division suggested a focus on print and TV advertising. However, all the ideas presented were focused on an immediate buy in “Good Housekeeping”. Then focus on promotional-type communication with on-package instant coupon, retailer’s promotional allowance and trail-size co-promotion with DuPont Premium Carpets. Finally, the last suggestion was for a public relations campaign. Technically, Joshua and his team did suggest more than two disciplines with a focus on print advertising, promotions, and public relations. However, the communication plan did not take into account a “360-degree view” (Kolter & Keller, 2009). More effort needed to make in researching how consumer behavior would be affected by these communication campaigns especially because new users and retention rate for the promotional campaigns are very optimistic.
The Consumer Product Division Communications Plan currently costs a total of estimated $31,200,000 for the entire campaign. The division then optimistically identified additional profits of $8,400,000 for the entire campaign. What was of most concern and needs to be addressed is how the assertion of the promotions will “secure 500,000 new users with a retention rate of 47%” (Joshua’s Report). It appears that Consumer Product Division has not taken account into current market research trends. According Kolter, “Price...

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