Essays on Integrated Marketing Communication - Millenium Passion Ltd Case Study

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Generally, the paper "Integrated Marketing Communication - Millenium Passion Ltd " is an outstanding example of a marketing case study. In the face of globalization, organizations have moved to integrate their marketing actions with the public, popularly known as Integrated Marketing Communication (IMC). In order to achieve a synergistic communications strategy, firms throughout the world have integrated their traditional marketing communications aspects such as sales promotion and advertising with new marketing channels. Within small to medium enterprises(SMEs), the limited marketing budgets have seen business organizations adopting various relationship marketing concepts in order to enhance customer loyalty, as well as retention. Throughout the world, Small to Medium Enterprises s has become a critical element of national economies.

The emergence of internet marketing has revolutionized the internationalization of Small to Medium enterprises. Khosrow-Pour (2006) in his studies argued that small and medium-sized enterprises have embraced internet marketing at a feverish rate. According to Khosrow-Pour (2006), more than 90% of SMEs in developed nations have web sites that enable them to reach a wider clients’ base. The New Digital era has enabled people to be more creative thus resulting in growth in client traffic, as well as new business partnerships.

Research shows that the adoption of internet technologies has the ability to enhance marketing practices. A study, which was done by Sharma, (2011) stated that SMEs that have adopted the concept of internet marketing has gained from continued customer satisfaction. On the other hand, failing SMEs do not bother to capitalize on the internet and hence lacks a competitive edge over their rivals. These SMEs are not bothered by the high preference their competitors give to innovation programs. In recent years, marketing communications have become exceptionally complex, and this has called for careful advertising arrangements to harmonize integrated marketing communications policies.

The main goals of communications include creating awareness, influencing, reminding and creating value. With this regards, marketing managers should harmonize their promotional activities in order to create incorporated client-focused messages. They should strive to identify client’ s needs and convey the image in all that they undertake because their activities portray a lot about the product being advertised. To expound more on marketing communication, this study sought to analyze market communication strategy for our client, Millennium Passion Ltd, which is a small and medium enterprise.

In so doing, it defined three main objectives, namely to be the market leader in the passion fruit industry across Australia and beyond, to be the pacesetter in quality, health, safety and environment and to maintain a constant supply and profitability in the sector. 1.2 Purpose The main objective of this report is to understand the role of internet-based communications and make recommendations on our client’ s marketing communications strategies and practices. The report will seek to analyze how Millenium passion Ltd can gain a competitive edge by using internet communications in the contemporary business world.

The research will, therefore, help to develop strategies for the effective implementation of integrated marketing communication for Millenium passion Ltd. 1.3 Company Background 2.0 What is being “ sold? ” The company aims at increasing productivity of the passion fruits across the Australian market. This will be realized through the adoption of greenhouses and state of the art technologies to increase productivity and save on cost. In addition, the company will target the international markets in the end.


9.0 References

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Khosrow-Pour, M.(2006).Emerging Trends and Challenges in Information Technology Management: 2006 Information Resources Management Association International Conference, Washington, DC, USA, May 21-24, 2006, Volume 1. Pennsylvania: Idea Group Inc (IGI).

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Sharma, S.(2011).E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects. Pennsylvania: Idea Group Inc (IGI).

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