case study on integrated marketing communication pdf

Best Case Studies on Integrated Marketing Communication

Integrated marketing enables a unified and consistent experience for customers to interact with a brand or company.

Integrated marketing communications (IMC) is the coordination and integration of all marketing communications tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. The program covers all of a firm’s business-to-business, market channel, and internally-directed communications -  James G. Hutton.

Previously we explained Integrated Marketing  &  Integrated Marketing Communication (IMC) as concepts. In this series, we aim to further bolster your understanding of integrated marketing and IMC by evaluating case studies of companies that have taken an integrated marketing communication approach. 

Here are case-studies of different brands and companies that exhibit an integrated marketing communication approach.

Integrated Marketing Communication Case Study #1 - Microsoft

Microsoft Corporation is an American technology company. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers, and related services. 

Their mission is to ' empower every person and every organization on the planet to achieve more. '

Microsoft's Integrated Marketing Communication Channels:  

Print and media are a pivotal part of Microsoft's marketing strategy. Microsoft spends upwards of $1.5 Billion for Print and media alone. 

One of its ingenious print advertising campaigns for Microsoft's Office 365 software includes the WiFi-enabled promotion on the Forbes magazine.

A sleek router with a battery placed within the magazine gave its subscribers free wifi for 15 days.  This gimmick ensured that readers had to retain the magazine him at all times and contributed multiple exposures of the ad to the reader. 

Currently, Microsoft is undertaking a slow shift from traditional media to social media and other online platforms.

Microsoft's Integrated Marketing Communication Approach:

Microsoft has been continuously taking up several Artificial Intelligence (AI) projects and has placed AI high up in its product portfolio. To promote its AI offerings, Microsoft teamed up with Carlsberg to use AI to speed up the process of brewing new flavors of the beer.

The company has marketed this project using the integrated marketing approach using a multitude of channels.

Video Promotions across - Facebook and Youtube

Press releases in popular newspapers such as Financial Times.

Integrated Marketing Communication Case Study #2 - Emirates

Emirates started with two leased aircraft in 1985 and have never looked back since then. The airline company currently operates 265 aircraft to over 155 destinations.

Emirates’ Integrated Marketing Communication Approach:

Traditional Media

Emirates' commercials and print advertisements in significant media highlight the airline’s new products, flying routes, and aircraft.

Event Sponsorship

The airline actively sponsors a bunch of sports events like soccer, horse racing, and tennis. In addition to that, it has signed a sponsorship deal with large football clubs like Arsenal. Its presence in the Asian Football Confederation has also ensured a high level of visibility across Asia.

Owned Media

The company publishes two in-flight magazines to reach its customers. A brilliant in-flight entertainment system allows the airline to publicize its latest offers, partners, and services. Furthermore, the company's official retail website enables customers to purchase branded merchandise.

Millennial Appeal

The airline is adopting a sustainable environmental strategy to protect natural resources and reduce air pollution. Being a step ahead and ensuring that their fleet is up-to-date with the latest, most fuel-efficient aircraft. Emirates uses a variety of marketing communication tools in an integrated way to deliver a unified message:

The high quality of its services

Emirates portrays the lofted quality of its airline services as an underlying theme for all its marketing activities.

Emirates' Integrated Marketing Communication Channels:  

• Television commercials  
• Print advertisements  
• Sponsorships  
• Charitable foundations  
• In-plane advertisements  
• Internet marketing  
• Trade Promotions.

The above communication tools have helped Emirates to appeal to a large number of travelers all over the world, and create a positive vibe all-around.

Here’s an example of one of their integrated marketing communications via print media:

Integrated Marketing Communication Case Study #3 - Wells Fargo

Wells Fargo is a financial services giant and world's third-largest bank. Despite being ridden with scams, the company turned to integrated marketing and rebranding efforts to win back the trust of its customers and stakeholders.

The bank's latest integrated marketing campaign is called ‘ This is Wells Fargo .’

Wells Fargo's Integrated Marketing Communication Approach:

Ads themed around the development of Control Tower, a feature that provides customers with secure and centralized access to their account information. 

Another ad features Financial Health Bankers who provide financial advise targeted towards millennials. These ads are supplemented by tweets like the ones below that offer security tips to their customers.

The company offered a comprehensive description of the ‘ This is Wells Fargo ’ campaign through a 2-page print ad in the Wall Street Journal. 

Wells Fargo combined the above-integrated marketing communication channels to develop a well-rounded campaign that was very well received by its audience. 

All marketing communication highlights the confluence of people and technology, which is vital to transforming Wells Fargo’s customer experience.

Wells Fargo's Integrated Marketing Communication Channels

• Broadcast  

Integrated Marketing Communication Case Study #4 - Taco Bell

Taco Bell is one of the large restaurant chains under the Yum! Brands portfolio. A couple of other brands that fall under its ambit are KFC and Pizza Hut.

The Mexican-cuisine inspired fast-food chain, operates with over 6,650 restaurant chains and rings in ~46 million customers a week. 

Amongst the chains under the Yum! Brands portfolio, Taco Bell, was the most profitable. They had great advertising campaigns like the ' Yo Quiero Taco Bell ' campaign that starred a Chihuahua with an attitude who grew into a pop-culture icon. The ads created the highest advertising awareness for the chain and positioned Taco Bell as a cool place to eat. 

However, Taco Bell's marketing approach changed after the recession.  By 2011 Taco Bell was coming off its 3-year slump when the marketers at Taco Bell decided to change things up. 

DraftFCB, Taco Bell's advertising agency designed an integrated marketing campaign to position TB as a multicultural experience of food.

Taco Bell's Integrated Marketing Communication  Approach:

Taco Bell launched a new campaign slogan, 'Live Más' (más is Spanish for 'more'), to make the brand attractive and relevant to young, and cross-cultural consumers.

The company rolled out new products and an upscale menu to penetrate the market of health-conscious customers. It co-branded with Doritos to launch the famous DLTs (Doritos Locos Tacos).

A huge buzz created by the integrated marketing effort made DLTs responsible for nearly a quarter of the Taco Sales. They consequently posted an 8% increase in sales.

Taco Bell's Integrated Marketing Communication Activities included:

• A commercial based on a Youtube video of a customer who drove 900 miles to try the DLTs. A montage of Instagram posts in which customers were trying the DLTs for the first time.
• Influencers were identified amongst the fans and were invited to try the DLTs which motivated them to spread the word about DLTs through their social media channels.
• The company launched a 60-second Super Bown Ad on the Live Mas theme featuring a bunch of senior citizens sneaking out of their retirement home to party. After a long night of crazy pursuits, they finish at Taco Bell for a bite before heading back. This ad received a lot of attention on social media and drove a lot of traffic towards the brand.
• A Taco Bell Mobile Ordering and Payment App was launched. 
• Taco Bell tested platforms such as Periscope to live stream launch of a new product to catch the attention of Generation Z.

Taco Bell has now started the Taco Bell Live Mas Scholarship supports innovators, creators, and dreamers who want to make a difference in the world.

Taco Bell's Integrated Marketing Communication Channels  

• Social Media   
• Television  
• Advertising at high profile events  
• Influencer marketing.  

Taco Bell combed through their social media feeds to find user-generated content that they broadcasted on their TV spots. It seamlessly integrated two channels which were until then believed to be incompatible.  

From the above campaigns, we can conclude that traditional and digital channels are leveraged for their relative strengths. In a few situations, digital and traditional channels are also used to supplement each other through a campaign. 

The universal marketing mix  - Product, Price, Place, and Promotions. An integrated marketing communication plan executed by the above companies encapsulates all the above components of the marketing mix into a single well-ordered program.

• Integrated Marketing Communications

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IMPACT OF INTEGRATED MARKETING COMMUNICATION ON CONSUMERS PERCEPTION FOR INDOMIE NOODLES, A CASE STUDY NIGERIA

Abstract: The aim of this article is to investigate the reason and how Communication has an effect on the quality of service, its products and the reputation of an organization in the mind of the customers. This is the reason why Integrated Marketing Communication plays a crucial role in communicating with organization customers. This article is an empirical investigation that seeks to investigate the impact of Integrated Marketing Communication (IMC) on Customer perceived Value (CPV) a case study of Indomie noodle Nigeria. This article examines the impact of Integrated Marketing Communication (IMC) on Customer perceived Value (CPV) for Indomie noodles in Nigeria. The study established a strong relationship between Integrated Marketing Communication (IMC) and on Customer perceived Value (CPV). This study adopted Duncan and Moriarty five dimension of IMC to examine the relationship. The study focused on customers in the South West Nigeria, Lagos to be précised.

Related Papers

European Journal of Business and Management

Asiamah Yeboah

Zinabu Tunu Jillo

In the digital era, integrated marketing communication (IMC) is becoming a necessary condition for the existence of an organization. Knowing its immense value, many organizations around the world have been practicing it for their marketing communication purposes. So, marketing communications are used by companies to build shared meaning with the stakeholders of brand. IMC tools serve as major tools in creating product awareness and conditioning the mind of a potential consumer to take an eventual purchase decision. This study intended to explore the customer perceptions of the practice of IMC in ethio telecom. To this end, the researcher employed mixed-methods research, utilizing a mix of qualitative and quantitative approaches, Therefore, considering the nature of the research questions, descriptive and explanatory research designs are also deployed. Because the descriptive research design is used to study the level of customer perceptions of existing IMC practices of ethio telecom as they are in their natural setting, and the explanatory research design is used to study the relationship between the theoretical, and conceptual frameworks IMC, and IMC practices of ethio telecom from the customer perception perspectives, and regarding generating data from the questioner, an in-depth interview, and document analysis were conducted. The study has targeted the uncountable customers from two branches of ethio telecom located in Addis Ababa. The sample size was determined to be 400. The study followed the accessibility sampling method from the place where the customer is most likely to be taken service from the main office and premium enterprise center of ethio telecom. The result indicated that IMC has a positive effect on marketing and brand awareness of ethio telecom, from a customer perceptions perspective views. From marketing staffs also have positive perceptions towards the implementation of IMC in ethio telecom explaining their agreement that IMC has many benefits in saving resources, making easy work relations as well creating integrity with various stakeholders.

International Journal of Marketing Studies

Sweta Kumari

SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference

Santa Bormane

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is ...

Procedia Economics and Finance

Yoko Sariputra

International Journal of Trade, Economics and Finance

Kulachet Mongkol

Studies in Business and Economics

Oana Duralia

In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.

Hamdani Harahap

In business activity, integrated marketing communication, brand awareness and brand image becomes the most influence thing in buying decision. Integrated marketing communication, brand awareness and brand image are phenomenon in business activity, without the factors that can influence this business activity the company will be faced by the risk, where the company could not run well. This research is aimed to know and analyze the influence of integrated marketing communication strategy against the buying decision through brand awareness and brand image at Ayam Geprek Bensu Medan. The population at this research is the customer of Ayam Geprek Bensu Medan as amount of 120 respondent, where this research was done in September 2018. This sample in this research is amount of 120 persons because the number of of the respondent < 100, so all of the respondents become sample. The data were taken by spreading questionnaires to respondents. The data analysis tool uses descriptive analisis ...

Contemporary Issues in Business and Government

Sanjay Vaid

The research paper looks at how integrated marketing communication affects consumer decisionmaking. The study looks at how integrated marketing affects consumer decision-making using both qualitative and quantitative analysis. For qualitative analysis, we conduct a literature review and investigate previous work on the topic and articles published in books and journals. A reliability test confirms the validity of measurement scales with an above-average Cronbach's alpha coefficient of 0.764, exceeding Nunnally's (1978) threshold of 0.7. Variations are observed among the various components of IMC, revealing differential effects on decision-making. Certain scale items exhibit a high correlation (0.733) and an acceptable Cronbach Alpha value (0.732), while others exhibit a relatively low correlation (0.043) but still satisfactory Alpha values (0.776). In addition, the research reveals significant disparities in consumer perceptions of the credibility of e-commerce messages and the clarity of marketing communications. this highlights the need for organizations to prioritize clarity and credibility in IMC strategies in order to effectively guide CDM. The paper also reveals correlations between IMC and a series of consumer decision-making challenges, further reinforcing the central role of IMC in mitigating these issues.

DIAN MASYITA

This study was conducted to determine the influence of integrated marketing communications to the corporate image and its implications for customer loyalty in Islamic banks in Indonesia. For pilot project this study conducted in Bandung city and using Quantitative research design. This study is a pre-test to know the perception of respondents towards their loyalty to Islamic banking. this study were obtained by distributing survey questionnaire to a sample of 40 Owner Business Enterprise in Bandung. Study assigned with purposive sampling which is particuar individuals are chossen with the characteristic relevant to the study who are thought will be most informative. The participant chosen based on time horison using Musharaka and Mudharaba services, business owner with the medium scale enterprise. The data collected by using Questionaire. Data analysis has been used Partial Least Square. Based on empirical evidence, The performance of integrated marketing communications give 26.7% ...

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