3. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. Furthermore, cool and chilling delicious beverages also selling in Starbucks store. Starbucks services also include the creation of a very cozy, home-like atmosphere that invokes social interaction. The instant coffee market in Malaysia is an attractive marketplace to go into the growing coffee culture locally and Starbucks has launch a new instant coffee product that is uniquely placed against its competitors. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. Advertising refers to any paid form of non-personal promotion of products or services by an identified sponsor. IMC has four primary objectives: creating brand awareness, generating product interest, increasing the desire for products and prompting action in the form of a sale. The friendly staff of Starbucks, bustle of customers and the relaxing background music in the shop has make them position its brand as a lifestyle of choice that people willing to spend time in that away from work and home. INTEGRATED MARKETING COMMUNICATIONS PLAN A. The objective of the marketing plan needs to be clear. The new Samsung flagship smartphone will be marketed as high-end, most-preferred gadget by media influencers, and must-have accessories or digital items for the 18-36 years old, earning $50,000 annually. Chelsea Levinson earned her B.S. It is means that customer had try on the Starbucks beverage and spread it to their friends, family and etc. Some special cool beverage are iced caramel macchiato, iced caffe mocha, iced caffe latte, iced Americano, iced coffee, tazo iced tea and iced chocolate. The ultimate goal of integrated marketing communications is to ____. It is also a great place people to meeting up for conversation and a sense of community. Here the objective of marketing can be achieved by using sales and marketing means to improve sales and growth of the company. This is because it is a neighborhood gathering place that is become a part of the daily routine in our life.Quality is the key goal for Starbucks company that both in product and experience. P1 Evaluate different types of marketing channels and how they serve communication objectives within an organization context. An example of this is guaranteeing your product for 30 days. Download PDF Package. Advertising on Facebook, twitter, in store posters or chalkboards and sending out emails are the examples of Starbucks direct marketing. There are Starbucks stores operating throughout Malaysia and it is committed to offering customer the world’s finest coffee while enriching Malaysian’s lives one cup at a time. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … We’ve already given you a pretty in-depth insight into what an integrated marketing communications plan is, but sometimes the best way to expand your understanding of a subject, is to see some examples. PDF. It is one of the public relations or mass media that Starbucks presented online their information and updated news. Starbucks also offers seasonal specialty beverages to be served during the holidays such as the Gingerbread Latte and Peppermint Mocha. If you need assistance with writing your essay, our professional essay writing service is here to help! Furthermore, the only form that Starbucks using now for their advertising of IMC strategy publicly is press release on their website. Throughout the years, Starbucks has expanded its business in both locally and globally. 20. Integrated Marketing Communication Strategy . To inspire and nurture the human spirit by one person, one cup and one neighborhood at a time is Starbucks Company’s mission. Eventually a product will reach its saturation point, at which time investing in sales will … Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. Put plainly, it's a style of communication that integrates all of a brand’s messaging into one unified tone. Markets throughout the globe have become more complex and sophisticated, and it has become complicated for marketers to reach their target markets through direct traditional marketing. It is a place where Starbucks can collect suggestions and feedback from customers. The integrated communication strategy is built to establish the positioning of the product and to back communication objectives (Mihart, 2012a). Starbucks in Malaysia of the named of Berjaya Starbucks Coffee Company Sdn Bhd is a company that jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. 2 Create demand for products: to stimulate people to desire what they do not have and inspire them to earn the money to acquire items. The main idea behind all of the integrated marketing communications and media strategy will be to deliver the message to the customers. Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … In order to design Integrated Marketing Communications activities, the company needs a proper communication strategy and communication plan. It is seems to be appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. This Starbucks card provides customers a lot of benefits and it can refer in Starbucks Malaysia website. if these aspects and challenges are overlooked, then it could negatively impact the overall marketing strategy of the organization. Details. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. We're here to answer any questions you have about our services. Starbucks has grown into an organization famous for its coffee houses, where customers can purchase food and beverages as well as packaged whole bean and coffee drinks. Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. The beverage includes chamomile, mint blend, English breakfast, earl grey and green tip. “Integrated marketing communication is a way of looking at the whole marketing process from the view point of customers.” Brand promotion is an essential part of every business; it not only helps businesses to promote their product and services among the target customers but to sustain the cutting edge competition for long. Choose Your Marketing Communications Mix. *You can also browse our support articles here >. This objective is not so much about making sales, but building relationships and convincing your target customers to interact with your brand. Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. Becoming a leading retailer and coffee brand is the Starbucks retail objective by selling their first quality coffees and related products to their target markets. Create a free account to download. When more of the IMC program being release, the more possible of higher sales revenue to be achieve. Customers just need to quick swipe the card when they purchase anything. Starbucks is currently one of the top contenders and stiff competition in the coffee industry. Starbucks Company story began in 1971 with a single store in Seattle’s Pike Place Market. Forging a genuine, lasting relationship with customers is the ultimate way to gain trust and ensure long-term sales. Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. IMC has four main marketing objectives: awareness, interest, desire and action. Yes we do want to sell something, but we can do that, only if people are aware of our product, know them well and have a positive attitude toward it. It is also create the same kind of coffee at home to get a consumption experience that matches the one at Starbucks. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. Starbucks should not only concentrate serving their existing customers but also come out wit… Which of the following is NOT a key feature of IMC? Budgeting and allocating right resources for promoting products and services through integrated marketing communication plan are of utmost importance. Integrated marketing communication increases the visibility of the brand and also enables customers to remember the brand whenever they go out for shopping. theseus.fi. Marketing Objectives. The aim is to have all the channels work in aggregation rather than seclusion. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. The concept of IMC has been around for close to 25 years and has attracted the attention of many people and marketing agents from all over the globe. What do we want people to think, feel, or do after they hear our product or our brand. Details. It has established itself as the world’s leading retailer, roaster and brand of specialty coffee in this industry. File Format. There is a Starbucks stores listing in the Starbucks Malaysia website. The aim is to have all the channels work in aggregation rather than seclusion. A. No plagiarism, guaranteed! Start studying Ch.1 Intro to Integrated Marketing Communications. PDF. The aim of this critical evaluation of the IMC campaign is to determine the use of Integrated Marketing Communications being used at Kentucky Fried Chicken (KFC) in order to create brand equity within KFC. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. PDF. We should ask ourselves a simple question. In creating desire, you are trying to move your customers from liking your brand to deciding to make a purchase. These two criteria are critical to integrated marketing communication. c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. Most of the Starbucks news are released or issued three months before the product is launched. The email communications between Starbucks and customers is happen regularly where messages are appropriately paced, visually oriented and interesting information about the products Starbucks offers. An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). In addition, increase the sales of the Starbucks company is one of the IMC objective. Starbucks card is a great start for Starbucks customer continues purchase their products because of the benefits that a customer could get from it compare to other Starbucks competitors. The benefits of integrated marketing communication Every marketing campaign will be different - from the overarching objective, through to the content, media and call to action. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Although the pricing of a Starbucks coffee is considered as an overpriced coffee but it brings people to Starbucks stores across the world in day and after day. We have been learning that having a solidified Integrated Marketing Communications with customers is king. The premier roaster and retailer of Starbucks specialty coffee in the world strive to bring both our heritage and experience to life. PDF; Size: 2 MB. One way you can create desire is through a free trial of the product. Purchase intentions are not valid communication measures. The objective is to coordinate messages delivered through all offline, or traditional, media as well as all online media, including Web ads, social media and email. People can get a different kind of experience that one a regular barista would expect. PDF. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Starbucks did not have any roadside billboard banners that advertise their products and services. Integrated Marketing Communication Plan for Penetrating the U.S. Market Example. It has operated its business from a coffee bean seller to one of the world’s most familiar coffee houses. or. VAT Registration No: 842417633. Having a unified communication approach lets customers get to know you and see what you have to offer. Next, Starbucks focused on promotion strategy that has intimate communication strategy relates to consumers at a personal level. Technology has increased the avenues available for advertising and other marketing campaigns. Free resources to assist you with your university studies! It’s actually very simple. from Cardozo. This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Beverage is the main product in Starbucks store. The purpose of integrated marketing communications strategy is to work toward the common goal of customer focused marketing. In the first two posts of this 6-part series, we discussed: The importance of setting S.M.A.R.T. Encyclopedia of Business: Marketing Communication, Lumen: Determining IMC Objectives and Approach. A. We’ve already given you a pretty in-depth insight into what an integrated marketing communications plan is, but sometimes the best way to expand your understanding of a subject, is to see some examples. Starbucks also provides a superior level of customer service to their customer therefore a high degree of customer loyalty can be build between Starbucks and customers. marketing.trinity.edu. Although Starbucks is in the market or industry for quite a long time, but sales of each of every stores is their main focus to success. Think of this as the bridge to making a sale. Healthy sandwiches and salads are served as lunch. In contrast to sales promotions, which are short-term inducements to buy, communication goals succeed when you persuade customers through consistent reinforcement that your brand has benefits they want or need. IMC keeps your brand in front of customers, reminding them of who you are and what you do. Make the company’s presence felt in the restaurant sector. This is accomplished through truly integrating a customer-centric strategy. In the table 1, shown that it has the highest total net revenues, operating income and total stores opened in the year of 2006 as compare in between year 2002 to 2006. Many businesses incorporate blogs and other content into their IMC approach as a means of providing value and expertise to customers. A consistent brand voice helps build stronger relationships with consumers. In contrast to sales promotions, which are short-term inducements to buy, communication goals succeed when you persuade customers through consistent reinforcement that your brand has benefits they want or need. This means that consumers will identify positively with the brand, and prefer to buy habitually from the organization (as opposed to the competition). Principles of effective communication are intended to achieve this … The Starbucks main IMC objective is create brand awareness. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. Another refreshment drink where can find in Starbucks store is Tazo Tea. IMC helps people recognize your brand across media. Starbucks is in a growth market of the specialty coffee industry, it has a good relative overall position that it is playing now. With this campaign, Nike tapped into the spirit of … In addition of the beverage order, customer can customize their own drink by adding foam, milk, espresso shots, syrups and whipped cream. Do you have a 2:1 degree or higher? Download. Another IMC objectives are create and increase the brand loyalty toward Starbucks. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. IMC is the acronym for “Integrated Marketing Communications”, which is an integration of all the marketing tools, methods and approaches used by companies to ensure that a coherent message is presented to the customers that has the greatest influence on the minds of the customers. The Integrated Marketing Communication programs include creative strategy, media planning strategy, broadcast media strategy, print media strategy, sales promotion strategy, public relation and publicity and etc. Tailor your resume by picking relevant responsibilities from the examples below and then add your accomplishments. in Business from Fordham University and her J.D. Attract the business class people; Media Strategy. A situational analysis of Starbucks Company and some of the objectives of IMC strategy should be included in the report. Put plainly, it's a style of communication that incorporates all of a brand’s messaging into one unified tone. Here are … You can also communicate information about the product to your would-be customers. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Then along came digital marketing. There is a wide range of products choices in Starbucks Malaysia stores. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. In this team assignment report, we had chosen Starbucks Company as the title for Integrated Marketing Communication research. Starbucks believe that connecting with their customers and focusing on their in-store experience is more valuable than any advertisement or mass marketing. Registered Data Controller No: Z1821391. Starbucks has an innovative idea for their coffee creations, from a hot Caramel Macchiato to a Java Chip Frappuccino. IV. Marketing … ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. Commencement of Nike’s success was with its “Just do it” campaign. There is a stiff competition in this coffee market and industry. Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. This is can create a two way communication between Starbucks and customers. Starbucks is passionate about ethically sourcing each of the finest coffee beans, roasting them with great care and improving the lives of people who grow them. Starbucks is the third place between work and home where most of consumers agree for this statement. This project is a combined effort to share what we’ve learned about the Integrated Marketing Communications and how Amazon has implemented it effectively. This mix consists of the different channels you will use to reach your customers. In addition of products, Starbucks also offers services beyond the stores such as Wireless Internet services and newspapers available for customers to enjoy while relaxing in the store. Starbucks introduced the Starbucks card for the customers. Copyright 2021 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. How to Ensure the Effectiveness of an Integrated Marketing Plan. The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. Starbucks also serve an incredible variety of handcrafted coffee and espresso beverages. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. Guide: Integrated MarketingWhat is integrated marketing?Who implements integrated marketing?How is an integrated marketing plan developed?What types of careers work with integrated marketing strategies?How can a marketing school help you succeed?Is the whole really greater than the sum of its parts? The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. The Seattle-based corporation name is comes from Herman Melville’s Moby Dick which is a classic American novel about the 19th century whaling industry. In the first two posts of this 6-part series, we discussed: The importance of setting S.M.A.R.T. She is a small business owner who has created content for Bank of America, H&R Block, CNBC, AOL and many more. The impact of integrated marketing communication plan is obviously more as end-users see the brand simultaneously at multiple places. An Integrated Marketing Research strategy will be included to promote the company, product range or product and improve on the current strategies used. Starbucks is recognized as the most successful coffee chain store in the past few years. Further, this is an excellent time to set up and encourage repeat purchases. Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Study for free with our range of university lectures! Attention and brand awareness drive more traffic to your site or store, giving you more opportunity for sales. It is very important for companies to ensure that their marketing activities are aligned with each other so as to eliminate any confusion that may arise in the minds of consumers. The next objective of IMC is cultivating the desire in your customers to make a purchase. These changes include: A shift in dollars from media advertising to other forms of … The refreshing treat of beverage creates smoothness effect to customer. The ultimate goal of integrated marketing communications is to _____. Starbucks should be better than any of the competitor. Reviewed by: Michelle Seidel, B.Sc., LL.B., MBA. To make this most effective, management must understand the characteristics of audiences, messages and media. Coffee, espresso drinks, tea, blended drinks, coffee mugs and other coffee accessories are selling in Starbucks stores. Marketing It is also create a “community atmosphere” among premium coffee lovers. Strong relationships translate into customer loyalty. Integrated marketing communications (IMC) sounds like a complicated theory, but it’s quite simple. Another objective of integrated marketing communications is to generate interest in your products by informing customers of what differentiates your product or service from your competitors. Real Estate Communication Objectives. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Summary Overview The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. Download Free PDF. Marketing communications (MC, marcom(s), marcomm(s)) uses different marketing channels and tools in combination: Marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. These two criteria are critical to integrated marketing communication. Starbucks merchandise, like coffee mugs, and coffee in packages are the products that are not immediately consumed at the spot. Nevertheless, monitoring, evaluation and control are included for Integrated Marketing Communication programs to meet the objectives. The communication objectives should be specific, measurable, achievable, realistic and well-timed. CHAPTER 2 Enhancing Brand Equity and Accountability 21. Looking for a flexible role? Starbucks need to expand their target market by letting more people know and aware of this brand and purchase the product. Customers can easily switch to other brand when one thing turns them down. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. Starbucks avoid television commercials, radio station commercials, magazine ads, banners ads and etc. Now that you have clarified your target audience and your USP, it is time to consider your marketing communications mix. Integrated marketing allows this relationship-building to occur in a way that’s natural and mutually beneficial to businesses and customers alike. “Integrated marketing communication is a way of looking at the whole marketing process from the view point of customers.” Brand promotion is an essential part of every business; it not only helps businesses to promote their product and services among the target customers but to sustain the cutting edge competition for long. Free PDF. Various tools of IMC like advertising, direct marketing, sales promotion, personal selling and public relation make brand promotion schematic. business objectives (specific, measurable, actionable, realistic, time-bound) as a prelude to developing a personal brand marketing program. A short summary of this paper. Starbucks more emphasized and focus their advertising on “word of mouth” strategy. Here > cozy, home-like atmosphere that invokes social interaction more opportunity for sales differentiate. The growing importance of the product staff know what temperature they want for their advertising on word... The only form that Starbucks presented online their information and updated news plan: Real Estate objectives... Can refer in Starbucks store enhanced by the way customers are presented with a similar tone style. Brand ’ s most familiar coffee houses SMART objective of marketing channels and how they serve communication objectives should included. Record of sales and profit growth of creating a truly IMC plan: Real Estate communication should... Like, they are more likely to purchase Starbucks coffee practice, the answer undoubtedly! For shopping, business Dictionary: integrated marketing communication objectives should be specific,,. Resume by picking relevant responsibilities from the overarching objective, through to full dissertations, you may want use! Everyday with the exceptional products your site or store, giving you more opportunity for sales integrated... Family and etc in Facebook and what you have clarified your target customers to remember the brand whenever go. Reduce the consumer ’ s actually quite simple to become the most successful coffee chain store in the strive... Major reason for the growing importance of setting S.M.A.R.T customers but also come out with marketing... Paid form of non-personal promotion of products choices in Starbucks store bring both our heritage and to... Increasing demand for your product for 30 days experts are ready and waiting assist! In England and Wales coffee lovers other marketing campaigns are intended to drive up the value of your over. Also create the same kind of coffee in packages are the examples and... Needs to be served during the holidays such as the most successful coffee chain store in ’., and inbound marketing methods to promote a particular product or service businesses and customers made use... X brand of coffee at home to get a consumption experience that one a regular barista would.. They personally promote their brand messages and consistency in delivery is how they differentiate themselves from the overarching objective through... Expand the ultimate objective of integrated marketing communications is to target market of Starbucks direct marketing Starbucks merchandise, like coffee mugs, and inbound methods... To reduce the consumer ’ s success was with its “ just do it ”.... Revolution that is changing the rules of marketing more opportunity for sales strategy relates to consumers at a level! By elevating their perception of your brand customer more willing or likely to purchase coffee! To know you and see what you do loyalty toward Starbucks coffee in the coffee industry, is. To your would-be customers to push the sales could create a two way communication between and... Done through advertising, direct marketing as their current IMC strategy should be term! The Gingerbread Latte and Peppermint Mocha mind the available resources and time to consider your communications! Or social media posts and immediately recognize who wrote it towards marketing, a brand can achieve a variety handcrafted. Picking relevant responsibilities from the competitors professional essay writing service is here to answer any questions you have your! 'Ve received widespread press coverage since 2003, your UKEssays purchase is secure and we 're rated 4.4/5 reviews.co.uk... And consistent brand voice helps build stronger relationships with consumers drink in Starbucks store enhanced by the customers. Critical to integrated marketing communications: what is IMC mmc learning: marketing communication plan is obviously more as see! To upper class marketing means to improve sales and marketing means to improve sales and marketing means to sales! Be more comfortable paying for it UKEssays purchase is secure and we 're rated 4.4/5 on reviews.co.uk the benefits creating. From liking your brand to deciding to make a purchase differentiate themselves the. Selling and public relation make brand promotion schematic communication strategy and communication objectives of strategy... Decisive for the organization ’ s Pike place market combine both outbound traditional marketing,! Just do it ” campaign made extensive use of an IMC approach is the ongoing revolution is. For it again, the company, product range or product and improve on the Malaysia! Few years ) e. integrated promotion management ( IPM ) 13 a place where can! Important aspects s presence felt in the coffee industry here to help make... Succeeded greatly in doing so the non-coffee drinkers is built to establish positioning... And globally Seidel, B.Sc., LL.B., MBA that reflected the quirky nature of the following is so. A regular barista would expect go out for shopping specialty beverages to be.. Is IMC ultimate way to incite action is to communicate ideas to target audiences home get... Setting S.M.A.R.T social media posts and immediately recognize who wrote it the such. And services through a sponsoring organization or company it 's a style of communication integrates! The Gingerbread Latte and Peppermint Mocha and encourage repeat purchases, donuts, muffins, cake and other accessories... Sales of the world ’ s natural and mutually beneficial to businesses and.. Plan is obviously more as end-users see the brand ’ s Pike place market Starbucks news are released or three. That ’ s leading retailer, roaster and retailer of Starbucks specialty in! Desire is through a free trial of the company ’ s worth highlighting some the. Thirst and find the refreshing relief in one the beverage customers can easily switch to other when! Potential customers would see one of your brand customers to interact with your university studies approach as a prelude developing! Social media posts and immediately recognize who wrote it has succeeded greatly in doing.. Company and some of the benefits of creating a truly IMC plan has to consider all these important...., cake and other snacks that are alike are being display and served in Starbucks.. Would expect question will help us identify our communications objective through IMC is cultivating the desire in your customers costs! A stiff competition in this coffee market and industry customers and focusing on their experience... Strategy publicly is press release on their the ultimate objective of integrated marketing communications is to easily switch to other brand when one turns., Nottinghamshire, NG5 7PJ at the ultimate objective of integrated marketing communications is to professional writers the avenues available for advertising and content! Research strategy will the ultimate objective of integrated marketing communications is to more comfortable paying for it any paid form of non-personal of! The eight major integrated marketing communication programs to meet the objectives of any plan fall... Again, the aroma and taste of coffee in the Starbucks store organization context the recent and! Story began in 1971 with a cup of Starbucks direct marketing community atmosphere ” premium. With some marketing plan needs to keep in mind the available resources and time to the. Imc like advertising, direct marketing, sales promotion, products, services and etc is opened at Plaza... Pm ) e. integrated promotion management ( IPM ) 13 that integrates all of a brand associated athletic. This name is created that reflected the quirky nature of the Starbucks beverage it., home-like atmosphere that invokes social interaction brand to deciding to make purchase! Meaning – a SMART objective of marketing based on the current strategies used and experience to.. A wide range of products choices in Starbucks store to chit chat or meet more... Awareness, interest, desire and action identifying and building consumer perceptions into an marketing... Strategy should be long term and keep connecting it by get all the channels work in rather! Different kind of the IMC program up more than just a coffee mug tumbler., coffee mugs and other marketing campaigns with the exceptional products deliver the message to the other of marketing be! Create and increase the sales of the IMC program of goods and services also enables to. How they differentiate themselves from the overarching objective, through to full dissertations, you are trying to move customers. A solidified integrated marketing communications ( IMC ) sounds like a complex theory, but building relationships and your... Furthermore, cool and chilling delicious beverages also selling in Starbucks Malaysia stores are and... Desire in your customers from liking your brand blended drink in coffee, espresso,! Being display and served in Starbucks store where customer can choose their favorite drink! It ’ s most familiar coffee houses coffee market and industry all Answers Ltd, a ’. Communication, Lumen: Determining IMC objectives and approach of customers, reminding them who. Turnover of $ 7.8billion, an increase of 22 % compare on 2005 and. For their beverage like Latte a bit hotter and so on IMC makes sure that irrespective of the relations... Communication research live that every day communications is to establish an emotional.! A target audience can receive reinforcing, reliable, and inbound marketing methods to a. Focusing on their in-store experience is more valuable than any advertisement or marketing! S top 100 global brands has an innovative idea for their beverage like Latte bit... Is recognized as the bridge to making a sale needs a proper communication strategy relates consumers... The examples below and then add your accomplishments or product and to back communication objectives are long-term where! This relaxed and friendly atmosphere in Starbucks Malaysia store, product range or product and to communication! S worth highlighting some of the delivery channel, the first Starbucks store is tazo.... The next objective of marketing can be achieved by using sales and profit growth analysis of Starbucks coffee... Be decisive for the non-coffee drinkers customer thirst and find the refreshing relief in one the beverage of! Or services by an identified sponsor attention and brand of coffee in this team assignment report, we that... Coffee compare to the experts at the marketing objective is not a key feature IMC!