The paper "Integrated Marketing Communication for M& M’ s Candy Company" is an outstanding example of a case study on marketing. Marketing communication is the communication of information that has a singular objective of facilitating or expediting the exchange of process. The main role of marketing communication is to inform, persuade, remind, and reassure customers and differentiate the company in the minds of customers (Ferrell, et al, 2012). Integrated Marketing Communication boasts of combining different communication tools and media to transmit marketing messages to the targeted audience. Through a combination of different marketing tools, marketers are empowered to identify the target audience; develop marketing messages that are aligned to the customer’ s needs and effective communication media to reach them.
Integrated Marketing Communication is mainly derived from the power of traditional advertising and public relations coupled with the extension of online communication to influence customers (Ferrell, et al, 2012). In essence, IMC links up different marketing communication tools to effectively reach the target market. IMC comes with vast benefits to the organization including competitive advantage, increased revenues and profitability, increased customer loyalty, and it is a cost-effective way of communicating with customers.
IMC approach seeks to have a company’ s entire marketing and marketing communication activities project a consistent, unified image to the marketplace and internally within the company (Belch, Belch, Kerr, and Powell, 2009, p. 41). Integrated Marketing Communication is an essential marketing tool in any company; it plays an integral role in communicating a company’ s brand message to a larger audience. As already mentioned, it helps in integrating essential marketing components thus communicating the same message across all existing and potential customers. This tool is highly effective as compared to traditional modes of marketing communication since it focuses on not only winning new customers but also maintaining a long-term healthy relationship with them.
This paper discusses Integrated Marketing Communication strategies of M& M Candy Company and the degree of their strategic message integration. Similarly, the paper investigates whether the company communications are in line with its business activities. Specifically, the paper will discuss the various marketing communication tools, messages, and the medium through which the company communicates to its chosen audience. In the same line of discussion, the paper will discuss different obstacles that the company has encountered by using IMC as one of their marketing strategies. Brand promotion by any business organization gives the company tremendous abilities to influence end-users to not only outshine the competitors but also help the company to survive even in the off-peak seasons.
It increases product and service awareness, which on the other hand increases the company’ s revenues coupled with high profits (Riggs, 2006).