Budget allocation for internal communication marketing essay

Budgetary allocations are integral components to an annual financial plan, or budget, of all organizations.

Budget allocation for internal communication marketing essay

Promotion is a critical aspect of marketing and by ensuring a good synchronization, the tools give better results when combined. There are various levels of integration of the marketing communication including vertical, horizontal, internal, external, and data integration Yeshin All the integration levels work differently in strengthening integrated communications.

Horizontal integration takes place across the marketing mix as well as in the business activities. This implies that all the functions such as finance, production, communication, and distribution have to work together of because their decisions usually send a form of a message to the consumer.

Collecting and sharing departmental information is a function of data integration.

Budget allocation for internal communication marketing essay

Subsequently, vertical integration upholds various aspects of the corporate mission including both marketing and communication.

Lastly, internal integration involves internal marketing whereby all the staff in the organizations has to be informed and motivated about the new corporate identities, advertisements and new service standards Shimp Budget allocation for internal communication marketing essay Andrews Finally, external integration entails partnering with external bodies including PR agencies and advertising.

Integrated Marketing Communications is beneficial in that it creates a competitive advantage, saves money and time as well as boosts sales and profits on behalf of the organization Yeshin By ensuring integration of all marketing communication, the consumers are able to move through all the stages of buying and at the same time consolidating the image of the organization and improving customer relations.

Subsequently, consolidated customer relations protect the organization against the inevitable onslaught of competition hence improving on their competitive advantage.

The following paper explores the aspects of Integrated Marketing Communication on Coca-Cola Company which introduced a new product to its long-standing line of soft drinks known as Coca-Cola Life. The paper analyses the current market situation of the product and seeks to determine their integrated marketing communications objectives.


In addition, the paper also seeks to develop an Integrated Marketing Communication program for the Life brand of Coca-Cola. After the launch of the product, the marketing campaign was rolled out across 7, outdoor locations mainly on buses, digital screen ads and billboards across cities Mitchell Also, social media marketing indicated a positive response from the consumers.

Another form of integrated marketing campaign used for the Life brand was the introduction of a competition which was launched on 20th September Roderick In this competition, Coca-Cola gave its customers opportunities to win various prizes via pop-up shops in London. Two years since the launch of the campaign, it has proven to be a successful Integrating marketing communication tool which as has seen a considerable growth for the Life brand and the Coca-Cola Company in general.

Integrated Marketing Communication Sample Research Paper

The strategy has satisfied all the aspects and specifications of Integrated Marketing Communication in that it mixed up the media outlets used marketing. However, in mixing the media outlets, Coca-Cola Company ensured a brand consistency when in the entire roll out Strausbaugh and Parente The effectiveness of an integrated marketing campaign can be altered by the way in which the message is being communicated.

This can be done by ensuring that the media platform leading the campaign is well selected. The driving factors behind the strategy must be well outlined.

By striking this balance, it is possible to come up with a successful Integrated Marketing Communication and ensuring consumer loyalty to the brand. Since its launching, the product has built up a loyal group of buyers. However, the need to offer more healthy products was the motive behind the introduction of Coca-Cola life in Compared to the other soft drinks, Coca-Cola life has a third fewer sugar and calories.

However, there was a general trend in reduction of non-cola drinks by 3. Sales of energy drinks fell by 2.

Developing Budgetary Allocations

The purpose of the new strategy was to further reduce the kilojoule count for the Life brand and at the same time retaining its flavor Mitchell By so doing, the company was able to lure consumers of the Coke products to the carbonated soft drinks as well as provide palatable and healthier options for drinkers of classic Coke and Diet Coke.

According to the latest IRI figures, the Life brand of Coca-Cola has attracted a considerably small group but the loyal consumer. The Integrated Marketing Communication used for marketing the Life brand has the core objective of tapping into the market around consumers of Coke products who are health conscience.

In addition, the marketing plan was adapted to suit the product positioning, the potential of the product, the society, and the market position. Another objective of the Integrated Marketing Communication adopted for Coca-Cola Life was to ensure a form of closeness to the consumer as well as be part of their lives making consumption of the product a daily ritual.

Social marketing via the social media is part of the Integrated Marketing Communication which seeks to create emotions and feelings of affiliation towards the consumers of the product Chitty et al. This is mainly done by engaging in social responsibility causes such as raising funds for social causes like hurricane and earthquakes.Jan 30,  · Five Essential Factors To Consider Before You Allocate Marketing Spend.

Internal objectives. your plan needs to do more than just align objectives to a . Integrated Marketing Communication (IMC) is a concept that links together messages and all forms of communication (Percy ). Promotion is a critical aspect of marketing and by ensuring a good synchronization, the tools give better results when combined.

Definition. A budget is a financial plan used to estimate revenues and expenditures for a specific period of time. It is a management and planning tool, not just an accounting document. Understanding Integrated Marketing Communication Programs Integrated Marketing Communication is defined as a strategic business process, seed to develop, execute, convincing brand communication programs, relate to external and internal customers.

Integrated Marketing Communication Plan For Costa Coffee Marketing Essay. Print Reference this. Gift, coupons, and the use of the internet will both take an equal allocation of the remaining budget.

Cite This Work. Marketing Essay Writing Service Free Essays More Marketing Essays Examples of Our Work Marketing Dissertation Examples. Marketing is the study and management of exchange relationships.

Marketing is used to create, keep and satisfy the ph-vs.com the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.

Promotion of marketing Essay – Free Papers and Essays Examples