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    Solution contains detailed description of integrated marketing communication and promotional mix strategies for Godiva.

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    Please find enclosed the suggestions for your reference. Also note that I have given 4 messages ( q.2 - what general message you will be communicating to the target market (high end consumers) across all promotional tools.) for this question. Please select one message you find good and delete the remaining 3.

    1. Give an overview of integrated marketing communications

    Integrated Marketing communication is strategic blending of advertising, public relations, and marketing tactics to grab consumer attention and enhance the effectiveness of brandââ?¬â?¢s marketing venture. It is creativity mixed with strategic execution and integrating all the promotional tools to work together in harmony rather than in isolation. This becomes very effective when all the communications tools sing in one tune. Integrated marketing communication is a customer centric approach and is one of the Pââ?¬â?¢s (ââ?¬Ë?Promotionââ?¬â?¢) of the marketing mix. It enables the organization to focus on target audience more effectively by integrating all the communication tools together.

    An Integrated Marketing Communications is marketing strategy to focus on target audience with unified communication tools to achieve synergy and increase the return on an organizations communications investment. The primary tools of an IMC include but are not limited to: advertising, sales promotion, public relations, point-of-purchase, personal selling, and sponsorships.

    2. When completing a promotional mix strategy - would you use a push or pull strategy or both and why would you choose this for Godiva chocolates?

    Godiva is a luxury brand and a product for high end people. Push strategy is a supply driven approach. Companies go for this strategy to fill the market with the product in order to capture the customer attention and make the product available to the customers. Whereas pull strategy is a customer centric approach, it creates demand for the product and services amongst the consumers; it makes the customer come to seeking out your product.

    In case of Godiva, Itââ?¬â?¢s a high end product; itââ?¬â?¢s not for mass market. It has limited and specified target audiences to cater and has no need of wide networking of distribution channel to flood the market because of the exclusivity of the product, so push strategy wouldnââ?¬â?¢t be much applicable in case of Godiva. But yes it has its own boutiques (outlets of Godiva) from where it sells products directly to the customers. So it needs to focus on the supplies of these stores too.

    Godivaââ?¬â?¢s customer audiences belong ...

    Solution Summary

    Solution contains detailed description of integrated marketing communication and promotional mix strategies for Godiva.