NAME: BOATENG EDMUND NYARKO

LEVEL: 700
PROGRAMME: MBA MARKETING
COURSE: ADVANCED INTEGRATED MARKETING COMMUNICATION
COURSE CODE: MBMK603
SESSION: WEEKEND

MARKETING PLAN USING INTEGRATED MARKETING COMMUNICATION MODEL

First and foremost, my selected choice of company to use the Integrated Marketing Communication
model to develop a marketing plan is Rolex, this company is known for manufacturing and producing
quality watches for both genders. Rolex company manufactures original time piece watches
which suits the elegance style of fashion for both genders professionally. This company is
originated in the United Kingdom, London. They are worldly known for manufacturing and
producing quality time pieces such as the date-just, oyster and others to satisfy their audiences
globally.
So as a marketer, I am supposed to use an integrated marketing communication model to develop
a marketing plan for this company of my choice. According to the integrated marketing
communication model, the very first stage or step to tackle in the marketing planning process is
the review of the marketing plan. This very first step or stage involves a brief assessment of the
whole plan for the company itself which is Rolex in order for myself being a marketer to be able
to fish out the necessary corrections, faults or loopholes within the marketing plan itself. I being
the marketer now, I am supposed to take my time and thoroughly go through the marketing plan
I really want to undertake for this company and compare it to the existing plan of the company,
assess through the planned objectives to be set in place, check the strategies for the company
which is the long-term plans for this company, all other tactical plans which is the day-by-day
activities to set in place for this company, is very necessary to run a deep check on the budgeting
system as well for this company to know how resourceful it is. So upon this thorough assessment
I will now set in place a good strategical plans to be able to survive this company for a long time
perhaps a lifetime. I will set objectives as to reach out to their international audiences to satisfy their
needs. That will create a more convenient and satisfaction atonement for the company. For example,
after thoroughly going through this company’s plan and realized there certain areas to be discussed or
attended to with new plans or objectives.
 After successfully dealing with the very first step, the second step I am supposed to deal with is
to analyze the promotional program situation for this company which involves a thorough
assessment of what promotional programs this company is using and how are they coping with it.
This stage talks about how competitive this company is and whether they are of low or high
profit margins in the markets as well. Analyzing this stage of the marketing plan will let me
know the types of audiences this company has and how they behave towards the products as
well. After analyzing this promotional program situation, I will then set in place a good
strategical decisions to keep this company very competitive in the international markets and as
well to properly reach out to the targeted audiences with the products in a well managed and
mannered promotional action such as good advertising for the audiences to be well educated and
create awareness of such products on board or available to them. Placing emphasis on such will
help generate a good relationship with the audiences and create a strong and better brand image
for this company. For example, using the social media platforms as a tool of advertisements for
the audiences will reach a higher number of targeted audiences across the markets and that will
make the company a competitive one since it will create awareness to the audiences.
The next step or stage of my marketing plan using an integrated marketing communication model is to
critically analyze the communication process which talks about how this company’s message will reach
out to our various targeted audiences internationally or reach out to any new target audiences in the
international business markets. Analyzing such processes is not just about reaching out to our various
audiences with messages but how the messages are being created and how they can impact the targeted
audiences in as much as possible. So as a marketer, after critically analyzing such communication
processes, I will make sure I consider certain factors or decisions to produce a strong and convenient
communication process for the company. I need to reconsider whom is sending the messages and what
exact messages is the person sending across, so I will thereby assign a well known personality like a
celebrity, for example A musician like Rick Ross to send out such messages to our targeted audiences
since he being the sender is very attractive and confident to deliver on point with the exact messages
needed by the company to the audiences and in the right medium to deliver those messages. I would
personally prefer a video advertisement to be recorded and distributed through various television stations
and social media platforms with the exact content needed on board to our targeted audiences about the
products. I will critically analyze our targeted audiences whether they were able to properly decode the
messages we sent across the markets through their various feedbacks.
After going through such communication process stage, the next step to delve in is to determine the
company’s budget. This budgeting talks about any estimates made for the company in terms of costs
incurred or any expenses made during the business or to be used in the business for the company with or
without any resources available to the company. So as a marketer, I would critically consider the
available resources to the company and create an estimate of certain amount of money to be used for all
the projects or the respective goals and objectives set for the company on board of the marketing plan, in
doing so there would be enough transparency within the company to avoid any hidden costs incurred or
triggered. After successfully coming out with my budget plan for this company to help achieve the set
objectives and goals with an estimated amounts , I would thereby establish a plan one way or the other as
well as to monitor all the expenses to be made or incurred during the business to be able to know whether
we are being resourceful or not. For example, creating a budget of USD12,000 to help achieve this
company’s objectives and goals set using the marketing plan, allocating certain amounts for the
communication processes, allocating various amounts for the other stages of the marketing plan as well.
Since I have been able to come up with certain estimated amounts for the budgets, the next step of the
marketing plan is to develop integrated marketing communication programs for the company. This stage
talks about the various integrated communication programs to come up with and their objectives set as
well as their strategies to be used to reach such objectives set for the communication programs. So as a
marketer, I would personally come up with social media as a tool for advertising since most our various
targeted audiences are frequently available on these social media platforms and will set an objective to
reach out to international audiences across board. The strategy to set is frequently to pay for such
advertising on these media platforms on regular basis at a fee to be available to the audiences. The next to
do is to develop a sales promotion program such as “buy one get one free” with the products of the
company to the audiences. In doing so I will be able to set an objective of getting more sales on board
and creating awareness to the audiences as well. The strategy I will set is price skimming, which is
making sales with low prices and high promotional programs to the audiences.
The next integrated marketing communication program to develop is public relations or publicity, the
objectives set for these programs and the required strategy to use effectively for such programs. In terms
of public relations, this talks about how the company can manage and pass on information or messages
from the company to the audiences to create awareness of the products on board or to convince them of
the products available through any media means such as the traditional media using television
advertisements to create awareness and convince the target audiences. Such example is, Rolex company
paying for airtime on any television station to advertise their products to educate, convince and create
awareness for their audiences. In terms of publicity, this talks about the news presented to the audiences
about any company or products whereby the company has no authority or charge over such news rather it
creates either awareness of their products or establishes their reputation as well. Sometimes these
publicity can tarnish the image of the products or company as well. So for this company,
I will personally prefer using the public relations either since i will have full management and control
over such information or news to be passed on the target audiences that will be viable enough to build the
company’s brand reputation. The objectives set for such public relations is to reach out to our target
audiences, educate them on the products available and create such awareness to the target audiences.
These are the main objectives set for developing such an integrated marketing communication program.
The company will use public relations as an integrated marketing communication program to enhance
their communication skills towards the audiences and reach their attention as well as to educate or teach
the audiences how to use the products, the benefits or significances of using or acquiring such products
form the company. The strategy set for this integrated marketing communication program is make
promotional advertisements using the traditional media such as the television advertisements, radio
advertisements and posters or flyers. Coming up with such strategy will help achieve the objectives set for
this integrated marketing communication program.
The next integrated marketing communication program to be developed for my planning for this company
is personal selling which talks about the sales person or the marketer making sales to the target audiences
in person through conversation by letting them know about their products and how it works in terms of
the significance and beneficial use to the audiences. The marketer or salesperson try and persuade the
audiences to acquire their products. So with this integrated marketing communication program, the
objectives to be set are to create an awareness of the products to the target audiences and as well as to
gather necessary feedbacks from the target audiences in terms of their behaviors towards the products.
The strategies to be set for this integrated marketing communication program are; to make a personal
interview with the target audiences to gather some feedbacks and will create a personal relationship with
the target audiences to get in touch with them by checking up, sending messages about the products and
wishing them on their special occasions.
The next integrated marketing integrated communication program to be set up for the company is direct
marketing. This integrated marketing communication program talks about the company making sales or
directly selling the products to the target audiences without delivering the products through any middle
man or an intermediary whether being on the internet or in person. This integrated marketing
communication program means the company directly gives the products to target audiences without any
person involved or middle person and this kind of program is being done without using any form of
traditional media to advertise or create awareness of their products to the target audiences, or using any
kind internet media to reach out to the target audience about the products but rather they directly make the
sales to the audiences in person.
The main objectives to be set for this integrated communication program is to make sales a top priority to
get in touch with the audiences and create a friendly atmospheric environment with the audiences through
their communications or interactions. This will help reach out to the audiences directly and know how
they feel about the products and even gather some facts or feedbacks from the audiences about the
products. The strategies set for this integrated marketing communication program are to openly reach out
to the audiences with warm conversations to cheer them up and create a reward scheme such as discounts
or vouchers for the audiences who make up to certain amount of purchases. Doing so will create a better
relationship with the audiences for better sales also.
The last integrated marketing communication program on my list to develop is internet. This talks about
using the internet as a medium to interact with the target audiences widely about the products on board.
Using such internet medium is very fast and effective since it also saves time. As a marketer I would
engage the interactions through the social media platforms using the internet to make it easier and faster
to reach out to the audiences across board. In this our twenty-first century, using internet as a form of
media to interact with audiences is the fastest and cheapest way to exchange information or preferences
about a product. The objectives set for this integrated marketing communication program are to promote
the brand of the company effectively using the internet media and build a better brand image for the
company as well. Using the internet is easier to create advertisements for the products to reach out many
audiences at a low cost compared to reaching them in person. Promoting the products builds a better
image for the company and creates a competitive advantage. The strategies to be set are to make the
communication or the messages very simple and understandable enough to the audiences and to create a
troubleshoot chat or interactions with the audiences in terms of any trouble or enquires about the products
they can easily reach out the company online using the internet.
After successfully developing the integrated marketing communication programs, my next plan is to
integrate and implement the marketing communication strategies set. Before I can successfully integrate
and implement such strategies as a marketer, I have to first of all thoroughly study my audiences as in
knowing how they behave towards the products, their purchasing power, I have to know their cultural
background and how it is related to the products. I have to know their locations, their preferences as well
and even their salaries whether they will be able purchase our products. After carefully knowing my
audiences I have to integrate and implement my objectives set for the programs previously that would
help me as s marketer to follow a guide or a vision to reach since the strategies are long-term goals to
achieve in the future. Since the objectives will set as a vision for the company it would be easier to
implement those strategies in place as necessary actions to be initiated to reach the vision or the goal of
the company. Implementing strategies such as paying for advertisements, practicing price skimming,
making interviews with audiences, warm conversations with audiences, setting up reward schemes and
creating a troubleshooter for solving problems.
After successfully integrating and implementing these strategies on board, as a marketer I am supposed to
know whether they are significant or not and that is by checking up or measuring the success of such
implementation and integration of such strategies. In doing so, I would be able to know whether the
company is reaching out to the goals or vision set or not that would be determined by how significant the
strategies are. If they are of significance then I would implement those strategies and put them on board
for the company to use in order for them to reach their vision or goal set.
The final stage of the marketing plan using the integrated marketing communication model is to
monitor,evaluate and control. In order for my marketing plan to be effective then i as a marketer has to
monitor, evaluate and control the integrated marketing communication programs. This stage will gather
enough facts or information about the whole plan set in place including the objectives, strategies set and
other implementations put on board. So in order for me to monitor, that means I have to carefully watch
the whole plan put in place whether the corresponding strategies set in place are matching the objectives
which is also the vision as well and the whether they are making any possible good results of the
company or they are falling short. After monitoring, I would then evaluate the whole plan which is to
carefully compare the budgeted allocated resources to the company whether they are of profitable use or
rather making deficits. After successfully monitoring and evaluating the marketing plan, I have to control
it as well that is by putting in place the right procedures or processes needed to be done in order to create
a a successful response or results of the marketing plan after both monitoring and evaluating.
In conclusion, the marketing plan using the integrated marketing communication model is to carefully
articulate the performance of the company by using the right composures and processes. This will create
an effective measure to build the brand image of the company and ensure the right objectives set in place
to correspond to the strategies implemented as well in order for the company to reach its maximum level
of output in the markets.