Integrated Marketing Communication (IMC) and Customer Satisfaction Research Paper

Integrated Marketing Communication (IMC) and Customer Satisfaction strategy - Research Paper Example The linkage of both the concepts is very important and will be depicted in the essay. Introduction to Integrated Marketing Communications and Customer Satisfaction Strategies One of the main concepts related to the success of the advertisements or operations of any company is its integrated marketing communication strategy. IMC is a marketing terminology used in reference to the combination and collaboration of almost all the existing tools of market communication and all its activities, and aspects in the company into forming a flawless program (Terry, 1997). This helps the organization maximize the influence of its strategies and operations on its customers and other stakeholders of the business at lowest possible cost. Thus, the IMC strategy is a process of integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and no urish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact the end users at a minimal cost. This integration affects all firms’ business-to-business, marketing channel, customer-focused, and internally directed communication (Bob, 1998). Tesco Plc is one of the leading food retailers based in UK which operates with more than 3000 stores all around the world. The branches of the food retailers are function in most of the parts of Europe and Asia. A wholly-owned subsidiary, Tesco Plc., offers to its customers a wide range of all the financial, personal and other services. The company has been leading the other big organizations in the field of retailing and st ands successful throughout. 1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. The major reason for the success of Tesco as a product and service-provider is its successful advertising and customer relationship strategy. Found in 1924, the company was the pioneer of some small ‘revolutions’ which led to the rise in the revenues of the company and was responsible for its sustenance. The expansion strategies applied by the company give it success as the profit margins have shifted higher making the company a strong base for the retailing (Remley, 1996). The marketing strategy of Tesco is the subset of its customer loyalty, lower prices and the successful ploughing back of profits in order to assist its marketing strategies. Making the mass advertising its backbone, Tesco Plc., introduced new adverts for every product item launched and the lower prices were the main element that kept customers glued to its product. Moreover, it s adverts have always been convincing, good conveyor of the message content and able to keep the emotional touch which creates the customer’s interest in its products and forced them to make the purchases. 3. Discuss the promotional strategies that may be used in addition to advertising. The main element of Tesco’s promotional strategies was the low- prices but the finest brand offered to the customers with superior value.