Marketing Management 571 Objective Competencies 51 Design Ef

Marketing Management 571objectivecompetencies51 Design Effective Mar

Objective/Competencies 5.1: Design effective marketing communications. 5.2: Determine branding strategies. 5.3: Determine customer loyalty strategies.

Assignment Project: Client Pitch Presentation Deliverables:

1. Select a current product (OTC Drugs or Electric Cars) with which you are familiar, and pitch a new Integrated Marketing Communication plan (IMC) to your client.

2. Create a Microsoft PowerPoint presentation of 8-10 slides that includes the following components:

• Identify any considerations you will need to employ to build and maintain the brand and customer loyalty.
• Create a print ad and a video broadcast for the product featuring your new strategy (YouTube™, video, or PowerPoint storyboard is acceptable).

Paper For Above instruction

In the contemporary marketplace, effective marketing communication strategies are essential for establishing and maintaining strong brands and ensuring customer loyalty. The integration of various marketing elements—advertising, branding, and customer engagement—is fundamental to creating a coherent IMC plan that resonates with the target audience and sustains competitive advantage. This paper outlines a comprehensive IMC strategy for electric cars, illustrating how to build and maintain brand equity while fostering customer loyalty through well-planned communication efforts, including print and video advertisements.

Choosing electric cars as the product for this IMC plan offers an intriguing opportunity to capitalize on the growing awareness of environmental sustainability and technological innovation. The primary goal is to position the brand as not only environmentally responsible but also technologically advanced, reliable, and cost-effective. To achieve this, several considerations must be addressed to build and sustain brand equity and customer loyalty.

Building and Maintaining the Brand

Effective brand building begins with clarity in brand messaging. For electric cars, messaging should emphasize innovation, sustainability, cost savings, and convenience. A consistent brand narrative across all communication channels reinforces these core values, helping to establish a differentiated position within the competitive automotive market (Keller, 2010).

Brand consistency is also critical. All marketing materials, including print ads, videos, and digital content, should align with the brand identity. Visual elements, tone of voice, and key messages need to be coherent to foster recognition and recall (Aaker, 1996). Moreover, leveraging storytelling techniques—highlighting customer stories or environmental impacts—can evoke emotional connections that deepen brand loyalty (Holt, 2002).

Customer Loyalty Strategies

Customer loyalty is driven by delivering exceptional value and engaging consumers continuously. Loyalty programs, personalized communications, and after-sales service are vital tools (Reichheld & Sasser, 1990). For electric cars, emphasizing warranty services, charging infrastructure support, and updates through digital channels can reinforce trust and commitment.

Social proof and community involvement also enhance loyalty. Creating forums or social media groups where customers share experiences not only nurtures a sense of belonging but also promotes positive word-of-mouth (Lemon et al., 2001). Additionally, involving customers in sustainability initiatives, such as recycling programs or local clean energy campaigns, aligns with their values, strengthening emotional bonds (Piacentini & Siguaw, 2008).

IMC Components and Implementation

The IMC strategy should incorporate multi-channel communication to maximize reach and engagement. Print advertisements should focus on compelling visuals and messaging that evoke trust and innovation, perhaps showcasing the sleek design and environmental benefits of electric cars. The headline might emphasize savings, sustainability, or advanced technology.

The video broadcast, suitable for YouTube or social media, should tell a compelling story—perhaps a day in the life of an electric car owner, emphasizing convenience, cost savings, and environmental impact. Animation or testimonials from satisfied customers can enhance credibility and emotional appeal.

Integrating digital and traditional marketing efforts ensures message consistency. For example, QR codes in print ads can direct consumers to detailed videos or interactive content online, creating a seamless transition from awareness to engagement (Belch & Belch, 2018).

Considerations for Building and Maintaining Loyalty

Key considerations include understanding target customer needs, preferences, and values—especially around sustainability and technology. Continuous monitoring of customer feedback and market trends informs message refinement. Ethical practices and transparent communication foster trust, which is fundamental to loyalty (Grunig & Hunt, 1984).

Innovative initiatives such as loyalty app integrations, personalized offers, and exclusive previews of new models serve to deepen relationships. Additionally, corporate social responsibility (CSR) efforts resonate with eco-conscious consumers and can be communicated through IMC channels to boost loyalty (Maon et al., 2010).

Conclusion

In conclusion, designing an effective IMC plan for electric cars involves a strategic mix of consistent messaging, emotional storytelling, and multi-channel outreach. Building upon core brand values and addressing customer needs through targeted communications ensures a strong brand presence and long-term loyalty. Incorporating print and video advertising tailored to the audience's preferences enhances engagement and sustains competitive advantage in this rapidly evolving market.

References

• Aaker, D. A. (1996). Building Strong Brands. Free Press.
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Holt, D. (2002). Why Do Brands Cause Trouble? A Dialectical Exploration of Consumer Culture Theory. Journal of Consumer Research, 29(1), 70-90.
• Keller, K. L. (2010). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications, 16(2), 139-155.
• Lemon, K. N., et al. (2001). The Effectiveness of Customer Satisfaction, Customer Loyalty, and Customer Value in the Context of Business-to-Consumer E-Commerce. Journal of Retailing, 77(2), 273-285.
• Maon, F., et al. (2010). Developing a Corporate Social Responsibility Strategy: A Long-Term Approach. European Business Review, 22(5), 470-481.
• Piacentini, A., & Siguaw, J. A. (2008). The Impact of the Journal of Consumer Research. Journal of Business Research, 61(3), 216-222.
• Reichheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105-111.
• Holt, D. (2002). Why Do Brands Cause Trouble? A Dialectical Exploration of Consumer Culture Theory. Journal of Consumer Research, 29(1), 70-90.
• Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.