Marketing Communication Essay Example | Topics and Well Written Essays - 3500 words

Marketing Communication - Essay ExampleAmongst our clientele, Burberry Plc is one of the leading customers whom we ar serving presently and are responsible for handling all their merchandise activities within our region for the period running through July to December 2013. Burberry is a fashion taint, established since 1856, in general dealing in men and women clothing and similar luxurious accessories (Burberryplc.com). This paper provides a trade communications report, entailing detailed discussion about the concept of marketing communications and its unfolding role in establishing compound marketing communications scheme. This report is followed by a marketing communications plan for our denoted client Burberry, stating the objectives that are to be achieved through promotional activities and the corresponding strategies that need to be implemented in order to be successful in achieving goals that were aimed at through these marketing communications. Finally we provide an integrated marketing communications strategy for the client to identify how all marketing elements work together to form the ideal strategy after taking into account implications of environmental and legal issues, sponsorship and role of technology. The paper concludes with recommendations for the retailer which might help it to regain its position in the market as it was in earlier years. MARKETING COMMUNICATIONS REPORT This report mainly focuses on the concept of marketing communications and its powerful role in establishing integrated marketing communications strategy. The contents of report are given as follows 1. About marketing communications Marketing communication refers to the activities carried out by organizations to beam awareness amongst consumers about their products and convincing them to purchase their goods or services (Keller, 2001). Any form of interaction between a producer and a consumer shall fall low the broad category of marketing communication, provided t hat the basic intention behind such interaction is the achievement of organizational objectives. Such interaction will ideally vector sum in a sale and purchase transaction or activity of the companys product or service (McCarthy, 1978). With help of marketing communication, brand awareness can be enhanced and customer can be convinced to buy the companys product. Thus, any enterprises revenue enhancement and profitability will be a direct function of effectiveness of its marketing communications. One of the most commonly used tools for marketing include the 4 Cs of marketing mix which aid the organization to combat against unpredictability of external factors that affect consumer tastes, preferences and capabilities of organization to sell its product. First C denotes the customer who is the primary concern of marketing team since without customer there is no survival possible. Therefore their needs are of utmost importance in devising a strategy and maximizing sales. For this p urpose, cost, denoting the second C, is essential in determining how customers would perceive the product. High pricing strategies might not be able to slit maximum customers and therefore an optimal balance between cost and quality must be achieved. Convenience refers to the place of sale or market which up to now is no longer significant since internet technology and e-commerce facility has enabled companies to be