Integrated marketing is defined as a technique to communicate internally so as to assist employees to perform delegated roles. British Airways is UK based organization which currently becomes the largest airlines in UK. The unit aims to develop knowledge of students about marketing communication and the techniques used. For this, following Learning Outcomes needs to be consider while preparing report:
- Explore various marketing channels along with the way of serving communication goals.
- Devise communication objectives and justify appropriate channel selection and integration Frame communication objectives and recommend best channel for selection and integration.
- Produce appropriate content to the channel and communication objectives.
- Determine the ability to critically evaluate the case study that contains information regarding communication strategy, channel choice and creative content.
Integrated marketing communication is concept which ensures that communications and messages are linked together. It refers to marketing communication that refers to integrate all the methods of brand promotion in order to promote product and services among its customers. In IMC all the aspects of marketing communication are in harmony to increase sales and maximise the cost-effectiveness. It wraps the communications around the customers that moves throughout the various process of buying process. It combines the entire marketing strategies that can communicate in much better way to increase the potential buys. In this report British Airways is an organization which is putting its efforts to make the people aware about it products and services. This company is the largest airline inUnited Kingdom which offers its services around 183 destinations across the world. This organisation was established in 1974 and now it is a renowned name with the highest size 272 and its hub is situated at London Heathrow Airport. This report comprises of marketing channels, communication objectives, integration of communication channels, marketing communication plan which can be adopted by the referred organisation for better results(Andrews and Shimp, 2017).
P1 Design communication objectives for a given organisational situation
Integrated marketing communications the board term which convey message that major aim is to make sure about consistency of messages and it canhave usedby media. The IMC is the huge term so this concept includes offline and online marketing media with the help of different marketing channels. For controlling and measuring communication among each level so it is essential for maximizing the number of operations and functions which gong for establishing production. Along with this, it is the main purpose and motive of integrated marketing communication which can easily convey effective data and information in proper manner that can manage whole operation with the help of campaign. There are various objectives that can determine necessity for gaining while maintaining communication procedures are as follows:
Developing awareness– It is required for business organization is to create awareness regarding their new facilities and services so if people intended large group of individual which does not have any type of data and information regarding these major activities. They need to spread out information with using of offline and online media which attracting large number of customers. British airways is the airline industry, where they are providing appropriate services and facilities which offer to the customers (Blakeman, 2018).
Spreading awareness– After launching goods and services, the second step is providing various knowledge regarding organizational services and facilities that should be offer to their customers. Along with this, there are different ways which spread knowledge for offer various services to gain customer attention towards innovative products and services. For British Airways, it is necessary for introduce their effective services and facilities which has been offer to their passengers to gain attention towards them (Fill and Turnbull, 2016).
Desires– For business organization, it is required to develop and make desires among customers regarding specific facilities and services in better manner. An organization need to execute appropriate ideas and thoughts which help them in using effective buying power. For executing such strategies, British Airways can easily be developing and building long term relationship with their customers and try to achieve desired goals and targets in effective manner (Saenko and et. al., 2016).
Favorable Attitude– An organization develop and make people aware regarding brand so this will directly effect on buying such services and facilities in better manner. In an organization, sales team developing effective strategies which can indulge users with an intense effect which force them for buying the services for taking appropriate decisions. This involves study of buying behavior of service user.
Market orientation– In this procedure, organization employee works for analyzing and examining service user’s preference and choice regarding some services. British airways can easily be executing new and creative ideas for maintaining quality based services. This is compulsory which provide higher customer satisfaction level which are render services on the basis of effective desires. In addition to this, British Airways can be developing and maintaining their personal image in the huge competitive market place. For this, they are adopting various strategies which help in acquiring high competitive advantages in proper manner.
Creating awareness– It is necessary for British airways is to create awareness among people regarding agency services or products in proper manner. For developing awareness, company need to promote their facilities and products among people and its full detail which can easily understand by them.
Creating loyal customer base– For making loyal customer base, British airways need to evaluate their customers and then target only desirable customers who willing to take such services or facilities. If company provides best quality based facilities to their users so this will help them in creating loyal base of customers.
Creating brand awareness– British airways firm require to developing brand awareness among their regular customers and through they can gain high value of income in easy manner. The company need to promote brand awareness by which customers can easily understand its features or other characteristics.
Adequate sales volume– The company need to manufacture sufficient products as per the demand of users so they can be satisfying them regarding British airway services. They require to sale their goods in adequate volume as they will easily be attracting large number of customers.
Highlighting features– It is necessary for airways company is to highlight the features or characteristics of their services in better manner. Along with this, it is required for British airways is to develop those goods or services which are required by users.
All the major communication process helps in developing connection with service users for enhancing the company profitability and revenue amount. Along with this, communication is that process which assist in creating direct interactions among facility provider and users (Felix, Rauschnabel and Hinsch, 2017).
P2 Create a marketing communications plan that effectively meets communication objectives
British Airways is one of the giants of aviation of industry. In fact, it is the largest airline in the United Kingdom and the second in fleet size after 'easy jet'. Its main hub is situated at London Heathrow Airport near its headquarter Waterside, Harmonds worth, the company was founded in the year 1974 and its chairman is Alejandro Cruz de Llano. The company's revenue is estimated approximately £11,443 million in the year 2016. It has the high capacity of the fleet size because of that it getting high competitive advantage. On behalf of these factors it can easily build its position and goodwill in the market (Batraand and Keller, 2016).
Mission of British Airways -Its mission is to provide eminent quality of services to the passengers with take care the environment.
Strength– British Airways is having Boeing, air buses and approximate 41 registered airlines that carries around 14000 passengers every day.
Service providers– British Airways is one of the largest airlines across the world which owes its own 280 aircraft. There are approximately 45000 employees who are working with it to renders the quality of services among several departments. To provide the quality of services there are numerous employees are putting their efforts to serve the quality work that are needed by the passengers.
Cost to travel –British Airways offers various prices to travel across the world which are based on the two categories of sitting arrangement. There are business class and economic which has some fixed criteria that makes an easy selection for the passengers according to their needs and requirement. The business class has the premium pricing strategies which is required to opt for luxury class where economy class is affordable pricing strategies.
British Airlines is a large scale aviation organization that renders the fleet services across various countries. The company adopt various techniques to develop the business activities according to the time to reach the people easily to make its presence among them. As being present among the end users it is able identify the needs and requirements of the passengers that can provide them most eminent facilities while travelling across borders (Patti and et. al., 2017).
Situational analysis- Situational analysis refers to the study about the marketing environment which can impact on the organization. It includes micro and macro environment analysis macro environment is the external analysis of such factors that can impact on the business of British Airways and PEST analysis is can be define as -
Political factors - Political factors refers to the laws, taxes and political decision that are necessary to run a business successfully. The political bodies regulate such rules that must be follow by the airlines such as the security measures, immigration policies, etc. (Kumar and et. al., 2016).
Economic factors– Declining economy is very common in airline industry and that reduces that affected its business in various ways such as increase in the price of fuel, financial crisis in the UK, uncertainty of capital markets.
Social factors –The people who travels for business or individual purposes always looks for the smooth and trust airline that operates all the function effectively and these people does not care about the money to get high quality of services.
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Technological factors –The passengers can check the availability of the flights and seats and the schedule of flights. They can access the time through the apps which reduces the enquiry time for the confirmation about flight and check. The basic strategy which was used by British Airways for marketing is advertising. The main purpose behind marketing is to spread awareness about their different services in wide area to grab attention of consumers. This will enable the organisation to achieve their sales and revenue targets. The modes which are basically used for the purpose of advertising includes social media and TV. Both these platforms are different in nature and have their own importance. One of the best platform which has higher importance in current scenario for British Airways is social media. This will help to properly connect with their existing and potential consumers. On the other hand, Television is another effective platform which should be used to spread information about their different offers to general public. Endorsement of brand with the help of celebrities helps to connect with public and attain their trust towards organisational services’ the changed time (Shin, 2013).
Marketing communication budget of British airways -
|Audience||Type of message||Delivery method||Schedule|
|Committees||Launching of new products or services||Letter||Quarterly|
|Youngsters/ adolescents||Offers and discounts||Through social media||Monthly|
|Senior citizen||Special treatment or facilities||Face to face||Weekly|
|Professional members||Business purposes||As needed|
One of the major result of communication scheme is to maintain the effective relations between various staff members of an organization in order to accomplish all the business activities in a defined time frame. Basically, above strategy is helpful in creating positive relations with several types of customers which are belongs from distinct age groups. For example; British Airways is conducting various programmes for youngsters and adolescents for conveying appropriate message to them. Hence, above plan is beneficial for attaining company set objectives or goals in a defined time frame. As a result, it shows that communication is an important factor because it provides help to gain actual and required information which is necessary for every procedure in correct manner.
Thus, it will help to attract new customers along with retaining current ones which result into boosting up regular productivity as well as profitability of British Airways and achieve success. Apart from this, various benefits of this communication plan are discussed as follows-
- Aids British airways in reaching their sales targets in a minimum time such as sales volume is maximizing by around 5%.
- Company is getting succeeded in establishing their positive goodwill at marketplace by grabbing the market opportunities.
- Maintain the long term relations with consumers for gaining maximum benefits by satisfying clients demands.
P3 Evaluate marketing communication plan relation with communication strategy, channel choice and creative content
According toEinwiller and Boenigk (2012)communication is most important aspect which helps to build effective relation with customers and delivering their services in most appropriate manner. This will provide opportunity to the organisationto build their internal structure more profound which provide the support to the management to accomplish their tasks of future growth in more effective way.ThereafterPatti and et. al., (2017)add that organisation is liable to formulate organisational strategies which helps the organisation to formulate different communication strategies. For effective application of these strategies, organisation is required to communicate goals and objectives which helps to design their personal targets and activities.
There are different situations are included under communication strategy where needed to provide goals and targets to staff members which directs the employees is to provide their optimum efforts in process of accomplishment of organisational objectives. The communication strategy which is followed by British Airways is required to comply by the management and needed to be analysed and monitor on continuous basis. This will be defined below:
First of all, management of organisation is need to provide services after the application of useful marketing tools to their different type of consumers persist in different countries to satisfy their demands. In this regard, the marketing toll which is basically used includes social media and techniques which is used by British Airways in their initial days (Einwiller and Boenigk, 2012).
Over the period of time, administration of organisation is required to implement and application of policies and strategies which provides the opportunity to accomplish their organisational targets and objectives easily. British airways require to analyse all these opportunities to getting maximum income and growth easily.
Management of organisation needs to take specific decision in organisational context to build positive connection with service users. British airways implement several communication channels in their business firm to introduce new services. This will enable the organisation is to effectively cater the diversified needs of consumers in the accomplishment of desired objectives. The different type of communication channels which are used by the cited organisation includes direct marketing, personal selling, social media etc. It helps to align the interest of organisation with customers (Zvobgo and Melewar, 2011).
Jugenheimer, Sheehan and Kelley, (2015)says that monitoring and controlling is important aspect which are needed to do by the organisation regarding strategies and policies which are adopted by organisation. This will have huge importance within the organisation as this will helpin removing the issues and making the performance more authenticate and reliable.
Above communication plan or highly appropriate for British airways as it helps in making positive connection with every type of customersby fulfilling their needs. Along with this, it supports an association in several ways such as;
Create a long term relation with consumers which are belongs from various age groups.
Aids in establishing a positive goodwill at marketplace by acquiring consumer loyalty or trust. The basic strategy which was used by British Airways for marketing is advertising. The main purpose behind marketing is to spread awareness about their different services in wide area to grab attention of consumers. This will enable the organisation to achieve their sales and revenue targets. The modes which are basically used for the purpose of advertising includes social media and TV. Both these platforms are different in nature and have their own importance. One of the best platform which has higher importance in current scenario for British Airways is social media. This will help to properly connect with their existing and potential consumers. On the other hand, Television is another effective platform which should be used to spread information about their different offers to general public. Endorsement of brand with the help of celebrities helps to connect with public and attain their trust towards organisational services.
- Pass the message in correct manner as well as in a defined time frame.
- Controlled the probabilities of conflicting situations that is affecting productivity of an organization.
- Helps British airways employees while performing various business activities.
Hence, above elements shown that communication plan is totally appropriate for selected firm as it aids in managing all the business operations in best manner by considering necessary facts or figures.
This will provide the opportunity to the organisation is to establish effective link with consumers which enables them to retain for longer period of time. The slogan which is used by British Airways is to fly, to serve.
The basic strategy which was used by British Airways for marketing is advertising. The main purpose behind marketing is to spread awareness about their different services in wide area to grab attention of consumers. This will enable the organisation to achieve their sales and revenue targets. The modes which are basically used for the purpose of advertising includes social media and TV. Both these platforms are different in nature and have their own importance. One of the best platform which has higher importance in current scenario for British Airways is social media. This will help to properly connect with their existing and potential consumers. On the other hand, Television is another effective platform which should be used to spread information about their different offers to general public. Endorsement of brand with the help of celebrities helps to connect with public and attain their trust towards organisational services. There are large number of benefits are grab by organisation like increase in number of consumers, higher amount of profits etc.
Official website of British Airways also plays an huge role in attraction of new customers. The website of organisation contains all the information regarding their existing and potential offers. All the information which was contained under website and continuously updated on regular intervals. From enquiry to booking of tickets should be done by the customers through use of their official website. This feature of organisations provides edge to their services and allows the customer to complete all the transactions from their home without any trouble.
The above report is based on the integrated marketing communication which is an iterative method to increase the profit and growth of the company by introducing a new product and services in the market. There are various communication tools and techniques that assists to meet the desired goal of the company. It has some certain communication objectives that needs to fulfil with certain techniques to reach out to thetargetingcustomers for whom the services areproviding with innovative ideas. The major aim of the integrated marketing communication is to interact with the potential buyers in more efficient way that can change their mind to make purchases. The main function of the communication channels is to provide the information to the expected customers about the services.