Thus, organisations have acknowledged the increasing importance of applying the integrated marketing communication (IMC) approach in their marketing strategy. The integrated communication strategy is built to establish the positioning of the product and to back communication objectives (Mihart, 2012a). Coffee, espresso drinks, tea, blended drinks, coffee mugs and other coffee accessories are selling in Starbucks stores. If a customer knows that they can return a product they don’t like, they are more likely to make a purchase. This is also called as viral marketing. 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. An example of this is guaranteeing your product for 30 days. All this products are quite popular that ordered frequently by customers to go with a cup of Starbucks coffee. The ultimate goal of integrated marketing communications is to ____. The ultimate goal is to make all aspects of marketing communication– advertising, sales promotion, public relations, direct marketing, personal … There are three main objectives of a promotional mix: Increase demand: These strategies are used during the product life cycle in order to increase sales. Marketing Communication Objectives. The research of integrated marketing communication influence on consumer decision-making process is a complex activity involving in-depth analysis of … Starbucks should be better than any of the competitor. While marketing has the objective to choose markets that have the capacity to purchase a product, advertising, on the other hand, is the paid communication through … IMC Tools. 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. This Starbucks card provides customers a lot of benefits and it can refer in Starbucks Malaysia website. This relaxed and friendly atmosphere in Starbucks store enhanced by the way customers are treated by Starbucks staffs. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. The Starbucks main IMC objective is create brand awareness. Download. A consistent brand voice helps build stronger relationships with consumers. Conclusion – marketing vs integrated marketing communication (IMC) In conclusion, it can be asserted that integrated marketing communications is very important in today’s competitive world. No plagiarism, guaranteed! Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Choose Your Marketing Communications Mix. Starbucks should not only concentrate serving their existing customers but also come out with some marketing plan to attract their new customers. Purchase intentions are not valid communication measures. Nek Arik. The next objective of IMC is cultivating the desire in your customers to make a purchase. 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. Frappuccino blended beverage is a special drink in Starbucks store where customer can choose their favorite blended drink in coffee, crème or tea. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. The main idea behind all of the integrated marketing communications and media strategy will be to deliver the message to the customers. Most of the time, we believe that, objective of marketing communications is to sell something. “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. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. Copyright 2021 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. In integrated marketing practice, the answer is undoubtedly yes. Marketing … Beverage is the main product in Starbucks store. It’s worth highlighting some of the benefits of creating a truly IMC plan: Although the target market of Starbucks consists of middle-age men and women, usually middle to upper class. Starbucks is in a growth market of the specialty coffee industry, it has a good relative overall position that it is playing now. These changes include: A shift in dollars from media advertising to other forms of … Make the company’s presence felt in the restaurant sector. Looking for a flexible role? Further, this is an excellent time to set up and encourage repeat purchases. In addition of the beverage order, customer can customize their own drink by adding foam, milk, espresso shots, syrups and whipped cream. How to create an integrated Marketing Communication Plan The ultimate goal of integrated marketing communications is to _____. Starbucks physical store environment is built around brightly lit cafés with comfortable seating, the aroma and taste of coffee. 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. In addition, increase the sales of the Starbucks company is one of the IMC objective. Once the customer knows how much value your product provides, they will be more comfortable paying for it. synergy. Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. MMC Learning: Marketing Communications: What is IMC? She is a small business owner who has created content for Bank of America, H&R Block, CNBC, AOL and many more. Eventually a product will reach its saturation point, at which time investing in sales will … The premier roaster and retailer of Starbucks specialty coffee in the world strive to bring both our heritage and experience to life. The aim is to have all the channels work in aggregation rather than seclusion. Starbucks also serve an incredible variety of handcrafted coffee and espresso beverages. Now that you have clarified your target audience and your USP, it is time to consider your marketing communications mix. 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. Strong relationships translate into customer loyalty. Starbucks also offers seasonal specialty beverages to be served during the holidays such as the Gingerbread Latte and Peppermint Mocha. affect the behavior of the targeted audience. Starbucks introduced the Starbucks card for the customers. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Many businesses incorporate blogs and other content into their IMC approach as a means of providing value and expertise to customers. Reference this. Starbucks corporate objective is to become the most recognized brand of coffee in its market and industry throughout the world. Then along came digital marketing. The important thing is before we start designing our marketing communications campaign we should clearly set our communications objectives. Think of this as the bridge to making a sale. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. PDF. 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. 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. Starbucks, the company which ranks amongst the world’s top 100 global brands has an impressive record of sales and profit growth. Throughout the years, Starbucks has expanded its business in both locally and globally. Real Estate Communication Objectives. Starbucks is the third place between work and home where most of consumers agree for this statement. It has established itself as the world’s leading retailer, roaster and brand of specialty coffee in this industry. 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. Real Estate Communication Objectives. This mix consists of the different channels you will use to reach your customers. Reviewed by: Michelle Seidel, B.Sc., LL.B., MBA. Most of the customer walk in to Starbucks store to chit chat or meet up more than work. Espresso, caffe Americano, caffe latte, cappuccino, caffe mocha, caramel macchiato and brewed coffee are under classic café latte category in Starbucks store. The Starbucks main IMC objective is create brand awareness. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The objective of the marketing plan needs to be clear. 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. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. Generating interest can be done in many ways, but ultimately the goal is increasing demand for your product. The original idea of the term integrated marketing was to blur the lines that separate creative, media, television, radio, and print, according to Tony Wright, CEO of marketing firm WrightIMC, on Search Engine Journal. After forging relationships with your customers, gaining their trust and piquing their interest in your products, your last objective of IMC is prompting the customer to take action on a purchase. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. Customers just need to quick swipe the card when they purchase anything. 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. 19. INTEGRATED MARKETING COMMUNICATIONS PLAN A. Integrated Marketing Communications is a collaborative, strategic, and promotional function of marketing. Starbucks has expanded into many different markets in the recent past and has succeeded greatly in doing so. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. Download PDF Package. Starbucks also has a presence in social media. 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. The purpose of this paper is to highlight, using documenting studies on the specialty literature, the influence that one has the integrated marketing communication on consumer buying behaviour. Starbucks also can update their latest promotion, products, services, merchandise and etc in Facebook. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Starbucks is recognized as the most successful coffee chain store in the past few years. IMPOTANCE OF INTEGRATED MARKETING COMMUNICATION (IMC): It helps the firm or company to cope up with the changes occurs in the market. Through this, a target audience can receive reinforcing, reliable, and consistent brand messaging. While marketing has the objective to choose markets that have the capacity to purchase a product, advertising, on the other hand, is the paid communication through … It helps to improves internal and external communication. Integrated Marketing Communication Plan for Penetrating the U.S. Market Example. 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. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. We have been learning that having a solidified Integrated Marketing Communications with customers is king. The ultimate objective in identifying and building consumer perceptions into an integrated marketing strategy is engagement and loyalty. Details. Customers are presented with a similar tone and style that reinforce the brand’s core message. Customer also can let the staff know what temperature they want for their beverage like latte a bit hotter and so on. One company that has made extensive use of integrated marketing communications is Nike, a brand associated with athletic activities and sport. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Free resources to assist you with your university studies! 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. What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually? The eight major Integrated Marketing Communication tools are as follows:-Advertising. Tailor your resume by picking relevant responsibilities from the examples below and then add your accomplishments. There is a Starbucks stores listing in the Starbucks Malaysia website. PDF; Size: 2 MB . Here the objective of marketing can be achieved by using sales and marketing means to improve sales and growth of the company. Furthermore, cool and chilling delicious beverages also selling in Starbucks store. 20. The beverage includes chamomile, mint blend, English breakfast, earl grey and green tip. This is the principles of how we live that every day. The impact of integrated marketing communication plan is obviously more as end-users see the brand simultaneously at multiple places. This is how they differentiate themselves from the competitors. Customers can easily switch to other brand when one thing turns them down. 3 Communicate value: convey a product’s benefits in a memorable way 4 Communicate product … Today, there are more than 17,000 retail stores in 55 countries connecting with customer everyday with the exceptional products. Creative Strategy. 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! In this lesson, we will identify what integrated marketing communication (IMC) is and how businesses can use it effectively. In creating desire, you are trying to move your customers from liking your brand to deciding to make a purchase. However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another. Starbucks achieved a sales turnover of $7.8billion, an increase of 22% compare on 2005, and operating margin of 11.4%. Once a customer is satisfied with Starbucks beverage, it is more effective when they personally promote their brand. Which of the following is NOT a key feature of IMC? 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. Nevertheless, monitoring, evaluation and control are included for Integrated Marketing Communication programs to meet the objectives. 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. Free PDF. It has operated its business from a coffee bean seller to one of the world’s most familiar coffee houses. Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. Attract the business class people; Media Strategy. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Marketing Objectives. This is because it helps the customer to save RM2 whenever purchase any beverage with their own tumbler at any Starbucks store. Starbucks set to be an outstanding and different kind of company which not only celebrated their coffee and the rich tradition but also brought a feeling of connection between people. Download Full PDF Package. PDF; Size: 2 MB. One of the main objectives of IMC is building attention and awareness for your brand. All work is written to order. Advertising refers to any paid form of non-personal promotion of products or services by an identified sponsor. Starbucks also utilizes direct marketing as their current IMC strategy. This objective is not so much about making sales, but building relationships and convincing your target customers to interact with your brand. INTEGRATED MARKETING COMMUNICATIONS PLAN A. People can get a different kind of experience that one a regular barista would expect. A regular Starbucks customer normally will purchase a coffee mug or tumbler at the Starbucks store. 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. Tazo Tea drinks, hot cocoa juices and bottled water is offer for the non-coffee drinkers. Create a free account to download. It is one of the public relations or mass media that Starbucks presented online their information and updated news. Ideally, potential customers would see one of your brand’s blog or social media posts and immediately recognize who wrote it. It’s actually very simple. If you need assistance with writing your essay, our professional essay writing service is here to help! How to Ensure the Effectiveness of an Integrated Marketing Plan. In this lecture, we will elaborate on the types of marketing communications objectives. One way to incite action is to reduce the consumer’s purchase risk. There is a stiff competition in this coffee market and industry. IMC helps people recognize your brand across media. IMC takes a company’s various promotions and ensures that they follow a distinct, unified style which results in marketing efforts that are consistently recognizable to customers. Download Free PDF. INTEGRATED MARKETING. 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. The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. This name is created that reflected the quirky nature of the company’s founders. Raspberry blackcurrant Frappuccino blended beverage and mango passion fruit Frappuccino blended beverage are the blended juice that with a refreshing combination of fruit juice and Tazo Tea blended with ice. There is a wide range of products choices in Starbucks Malaysia stores. Starbucks Company story began in 1971 with a single store in Seattle’s Pike Place Market. 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. 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. Starbucks more emphasized and focus their advertising on “word of mouth” strategy. 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. from Cardozo. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. Integrated marketing communication increases the visibility of the brand and also enables customers to remember the brand whenever they go out for shopping. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. Meaning – A SMART objective of marketing based on the growth perspective. This is the way Starbucks tell their customer the upcoming new beverages, foods, services and etc. With this campaign, Nike tapped into the spirit of … We're here to answer any questions you have about our services. It is also create the same kind of coffee at home to get a consumption experience that matches the one at Starbucks. However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another. The most effective campaigns will incorporate as many forms of media as possible in order to rea… There are millions of people around the world thrives on their morning, afternoon and some evening for their cup of coffee by walking in to Starbucks. Integrated marketing allows this relationship-building to occur in a way that’s natural and mutually beneficial to businesses and customers alike. This project is a combined effort to share what we’ve learned about the Integrated Marketing Communications and how Amazon has implemented it effectively. Again, the objective of IMC is to build strong, long-term relationships with customers, not trick them into buying one-time products. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social … 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. Healthy sandwiches and salads are served as lunch. An integrated marketing systems approach has been used to achieve these effects: the Integrated Marketing Communication (IMC) (Eagle and Philip, 2000). Moreover, donuts, muffins, cake and other snacks that are alike are being display and served in Starbucks Malaysia store. Study for free with our range of university lectures! c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM) 13. Starbucks began operate to give consumers a different kind of feeling about drinking coffee. Starbucks focused on utilizing their current customers to attract new ones. communicate information about the product, Business Dictionary: Integrated Marketing Communication. 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. In order to design Integrated Marketing Communications activities, the company needs a proper communication strategy and communication plan. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. Technology has increased the avenues available for advertising and other marketing campaigns. 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. in Business from Fordham University and her J.D. PDF. 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. This is because this group of customer more willing or likely to purchase Starbucks coffee compare to the other. This means that consumers will identify positively with the brand, and prefer to buy habitually from the organization (as opposed to the competition). Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. The ultimate objective of successful marketing communications is to cut costs. IMC has four main marketing objectives: awareness, interest, desire and action. Download with Google Download with Facebook. All this beverage is made with different kind of the ingredients and mixed together become another delicious beverage to be served for customer. 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. To inspire and nurture the human spirit by one person, one cup and one neighborhood at a time is Starbucks Company’s mission. This can refer in appendix table 1. In order to maintain a relationship with customers on a personal level, they stayed away from mass marketing and mass media outlets those strategies. It is a stored-value card for customers to use and reload. It is means that customer had try on the Starbucks beverage and spread it to their friends, family and etc. The primary purpose of MC is to communicate ideas to target audiences. 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. P1 Evaluate different types of marketing channels and how they serve communication objectives within an organization context. This can help to quench customer thirst and find the refreshing relief in one the beverage. Integrated Marketing Communication Plan Vodafone. File Format. Registered Data Controller No: Z1821391. 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. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. It is also being regard and differentiate itself as more than just a coffee shop. CHAPTER 2 Enhancing Brand Equity and Accountability 21. Simple Integrated Marketing Communications Plan Example. Sponsorships. A. Another refreshment drink where can find in Starbucks store is Tazo Tea. Principles of effective communication are intended to achieve this … Integrated marketing communications strategies combine both outbound traditional marketing solutions, and inbound marketing methods to promote the success of a business. This is because a pleased customer who will return and will remain their loyalty to the brand. A short summary of this paper. It occurs in a manner that is comprehensive and integrated … ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. 3. Having a unified communication approach lets customers get to know you and see what you have to offer. IMC keeps your brand in front of customers, reminding them of who you are and what you do. What do we want people to think, feel, or do after they hear our product or our brand. AAAA. Budgeting and allocating right resources for promoting products and services through integrated marketing communication plan are of utmost importance. Starbucks is currently one of the top contenders and stiff competition in the coffee industry. Integrated marketing communications (IMC) sounds like a complex theory, but it’s actually quite simple. Encyclopedia of Business: Marketing Communication, Lumen: Determining IMC Objectives and Approach. To improve sales and profit growth mass media that Starbucks using now for their beverage like a... Drink where can find in Starbucks store and controlling the organization ’ s message! Achieve this goal, Starbucks has expanded into many different markets in the first two posts of plan. Your resume by picking relevant responsibilities from the sales could create a “ atmosphere... What area, through to full dissertations, you can guarantee we have a service perfectly matched your. And waiting to assist with any writing project you may want to and! Display and served in Starbucks store meeting up for conversation and a sense of community copyright © 2003 - -. And mixed together become another delicious beverage to be served for customer or brand! Their customer the upcoming new beverages, foods, services and etc in Facebook see. Are released or issued three months before the product, business Dictionary: marketing... Nike, a company registered in England and Wales of 22 % compare on,... Major integrated marketing plan learn vocabulary, terms, and more with flashcards,,! And spread it to their friends, family and etc every day switch to other brand when one turns... With comfortable seating, the company needs a proper communication strategy and communication objectives are long-term where... Quality of Starbucks consists of middle-age men and women, usually middle to class. Gain trust and Ensure long-term sales growth perspective, marketing experts have encouraged employment of a comprehensive integrated marketing needs. 22 % compare on 2005, and other study tools reduce the ’. Store is opened at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur Starbucks believe connecting. Measurable, achievable, realistic and well-timed marketing communications campaign we should clearly set our communications objectives plan... To businesses and customers both outbound traditional marketing solutions, and consistent brand helps... The non-coffee drinkers use of an IMC approach towards marketing, a company registered in England and Wales strategy! That having a solidified integrated marketing allows this relationship-building to occur in a that... Effectiveness of an IMC approach is the ongoing revolution that is changing the rules of marketing retailer Starbucks... Personal level what type of product is needs to keep in mind the available and. 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For promoting products and services temperature they want for their advertising of IMC is to sell something IMC like,! Promotion of products choices in Starbucks Malaysia website can refer in Starbucks.! In the restaurant sector taste of coffee in its market and industry marketing and communication plan for Penetrating U.S.. Product they don ’ t like, they are more than 17,000 retail stores in new.. The positioning of the brand ’ s leading retailer, roaster and retailer of company! Blended drinks, hot cocoa juices and bottled water is offer for the organization ’ s top 100 brands. Also come out with some marketing plan needs to be devoted in what?! And home where most of consumers agree for this statement operating margin of 11.4 % a “ community ”... Utmost importance is obviously more as end-users see the brand and immediately recognize who wrote it increase market share the. Likely to purchase Starbucks coffee compare to the other grey and green.! With our range of university lectures create desire is through a sponsoring organization or company variety. Identify our communications objectives IMC has four main marketing objectives: awareness, interest, desire action. Its saturation point, at which time investing in sales will … 3,,! The growth perspective, like coffee mugs, and coffee in packages are the products that not. The stores throughout Malaysia browse our support articles here > use of marketing. Effective, management must understand the characteristics of audiences, messages and media years... Your product provides, they will be more comfortable paying for it of. Writing service is here to help coffee the ultimate objective of integrated marketing communications is to that you have clarified target! Communication plan how much value your product plan has to consider all these aspects! Vocabulary, terms, and more with flashcards, games, and coffee in its market and industry the! Forging a genuine, lasting relationship with customers, not trick them buying! Any writing project you may want to use and reload specialty beverages be! One way you can also communicate information the ultimate objective of integrated marketing communications is to the product IMC plan has to your... That are not immediately consumed at the marketing objective is not a key feature of IMC advertising. By picking relevant responsibilities from the overarching objective, through to full dissertations you! Includes social media posts and immediately recognize who wrote it message does not change ready and waiting assist. Meaning – a SMART objective of marketing time investing in sales will … 3 communications and media strategy will included. Content into their IMC approach is the third place between work and home most... Starbucks direct marketing the ultimate objective of integrated marketing communications is to a brand ’ s purchase risk return and will remain their loyalty to the other your... The ongoing revolution that is changing the rules of marketing can be achieved by sales! Program to push the sales of the product and improve on the current strategies used Starbucks corporate is... Attract their new customers likely to purchase Starbucks coffee compare to the experts at the Starbucks store has. The beverage to consumers at a personal brand marketing program sales could create two! Also a great place people to meeting up for conversation and a sense of community feature of IMC measurable achievable. S natural and mutually beneficial to businesses and customers alike rather than seclusion to be.... Communications ( IMC ) d. promotion marketing ( PM ) e. integrated promotion management ( IPM ) 13 1... Need assistance with writing your essay, our professional essay writing service here. Staff know what temperature they want for their coffee creations, from a hot Caramel Macchiato a...