Integrated Marketing Communications: Marketing Groove Rings Project Summary
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Introduction
Integrated Marketing Communication is a fundamental brand communication approach whereby different models can work together to form a seamless experience for their consumers as customers are presented with a similar style and tone, which reinforces the brand’s core message (Percy, 2018). The primary goal is to make all the aspects, including public relations advertising, personal selling, direct marketing, online communications sales promotion as well as social media work line a unified force instead of isolation. This paper summarizes Groove rings Integrated Marketing Communication taking into account opportunity and strategy, communication objectives and message, Consumer Insights and Positioning, performance met, and creative and medial strategy.
Opportunity Analysis/Strategy
Sales analysis, market share analysis, financial analysis, and expense analysis are essential elements of marketing communications and performance in any business (Světlík, 2017). Groove rings face the biggest challenge of brand awareness since not too many people know more about the silicone rings. Besides, the competitive landscape is stiff because other silicone ring producers and the big-name jewelry brands are also creating their silicone rings. This stiff completion is brought about by the fact that there are low barriers to entry. Groove rings strategy is to work with celebrities and influencers to promote brand awareness of the brand.
Consumer Insights and Positioning
The target market for Groove Rings is the potential customers who want an alternative to conventional rings, those who live in a more natural lifestyle, as well as rings that are more accessible since Groove’s life rings, provide comfortable wear for its consumers. The individuals in the target market will be individuals with an active lifestyle and who still wants to wear rings without the bulkiness or considerable expense.
Moreover, silicone rings are produced as a safer alternative to prevent finger injuries; they are lightweight, breathable, flexible, and to keep customers safe as they can keep customers safe. If the silicone ring is subjected to too much pressure, it stretches and eventually snaps, breaking away freely before the figure gets damaged. Furthermore, the silicone rings have neither rough surface nor rough edges as they are smooth as opposed to metal rings that often have a small prong for holding the stones into their places. Those prongs more often than not get snagged on things, and by removing the pongs and having smooth, flexible silicone rings which will not break under force, customer’s fingers are safer. According to Světlík (2017), wearing the correct ring size will also help customers protect themselves from injuries, and that why Groove rings dedicate a page for rings size guide.
Communication Objectives and Message
Marketing communication objectives and the conveyed message are critical in a perfectly competitive market, specifically in markets where producers sell identical products in the same outlets and at the same time. The primary objectives of Groove Rings will be to communicate, to compete, and to convince, which will effectively be achieved by the brand, ensuring that whatever message communicate is clear, truthful, accurate, and useful to the targeted audience. Groove Ring truth and accuracy in communication will not only include the matter of integrity bust as the matter of legality to avoid unnecessary legal suits
Creative and Media Strategy
Groove rings will shift its creative and media advertising strategy according to Blakeman (2018) arguments from medial advertising and multiple forms of communication, from mass media to more specific media that will be centered on the particular targeted audience for silicone rings and from a producer dominated market to retailer dominated and consumer-controlled markets. Moreover, the company will embark on general focus marketing and advertising to data-based marketing, from low accountancy to greater accountancy in advertising and from the currently limited access to all-time available internet access for its silicone rings.
Performance Met
Juska (2017) suggests that Continued monitoring of performance against the predetermined targets will be essential in having in place an efficient and effective integrated marketing and communication in Groove Rings. Most importantly, the enforcement of the discipline in a regular formal review as the brand forecast the most realistic planning process that will revolve quarterly. It will involve one full year ahead of each quarterly rolling review to absorb more planning resources and ensure the current plans are using the best and latest information. Moreover, both the plans and their implementation process will focus more on being realistic and achievable.
Conclusion
As its candid, Integrated marketing communication is a crucial aspect of marketing communication with an ultimate goal of making brand departments and well as other brands work together seamlessly and harmonious. Groove Rings will employ this approach to brand communications in scenarios where the brand can use different modes to work together and create a seamless experience for its customers and present them with a similar tone and style that will reinforce the brand’s silicone rings brand its core message. They will include generating sales, increasing brand awareness, and reinforcing repeated silicone rings purchases.
References
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Juska, J. M. (2017). Integrated marketing communication: advertising and promotion in the digital world. Routledge.
Percy, L. (2018). Strategic integrated marketing communications. Routledge.
Světlík, J. (2017). Integrating online advertising into integrated marketing communications. Marketing Identity, 5(1/1), 206-215.