The paper “ Jetstar Airways’ Integrated Marketing Communication – Advertising, Direct Marketing, Sales Promotion, I-Marketing, Public Relations, Personal Selling" is a worthy example of a case study on marketing. In the current dynamic business environment, business companies are working tirelessly to increase their customer base, improve their competitiveness in the marketplace, and ensure customer loyalty. This can be achieved by a business organization by ensuring all company business communication and messages are linked together to provide consistency. Integrated Marketing Communication (IMC) is the process of integrating the company’ s promotional tools for them to work together in harmony (MMC Learning, 2009).
IMC is defined as a strategic marketing process specifically designed to ensure that all messaging and communication strategies of a business organization are unified across all channels and centered on the customer. In essence, the IMC process strongly demands to identify and assessing customer prospects, develop marketing messages that are tailored to customer prospects in terms of serviceability and profitability, evaluating the success of these efforts in order to minimize waste and transform marketing from an expense into a profit center.
Integrated Marketing Communication creates a competitive advantage, boosts sales and profits while at the same time helps the company to save money and time resources (MMC Learning, 2009). The IMC marketing strategy is one that wraps business communication messages around the customer that is essential for him/her to make decisions at different phases of the buying decision. The business organization through IMC consolidates its image, develops a dialogue thus nurturing an interactive relationship with the customer (Barker, et al, 2012). IMC comes with a myriad of advantages, as it will be seen in the later parts of this paper.
This paper seeks to discuss Jet Star Airlines' marketing communication strategies and the degree of strategic message integration. Similarly, the paper will determine whether the company communications are in line with its business activities. In this regard, the paper will discuss the various marketing communication tools, messages, and the medium through which the company communicates to its chosen audience. Lastly, the essay will evaluate different types of shortcomings that the company experiences by using IMC. Integrated Marketing Communication tools comprises of various marketing tools including advertising, public relations, direct marketing, interactive/internet marketing, sales promotion, and personal selling.
These marketing tools are significantly employed by a company with a singular objective of ensuring that similar brand promotional messages reach a wider customer audience. Implementation of the integrated marketing communication within any company is vitally important for the organization to interact with its clients effectively. In this regard, the company must come to an understanding that its products and services will benefit or will add value to the end-users (MMC Learning, 2009). Similarly, for the customers to discover that there are such quality products and services on the market, the company must effectively promote their brand and thus create the demand.
Accordingly, it is important for the company to identify their target audience and design marketing messages that will specifically influence this target audience. In the same line of explanation, it is extremely important for the company to realize that not all people are interested in their products; the company must come up with extensive promotional strategies that will automatically have an impact on such persons to change their attitudes and thus decide to try the new product or service.
In general, the company must effectively communicate the benefits of the products and services they are offering.