MARKETING COMMUNICATION

Integrated Marketing Communication



Integrated Marketing Communication

Introduction

This case study based on analyzing the integrated marketing communication (IMC) strategy of R.A. Bailey and Co. Ltd. The MIC sees as a solution to the service business, which feeds the link the brand to its audiences by adopting speech tailored to each of them to reinforce the message of the brand or organization (Jain 2008, p. 65). Involving a matrix approach to the organization, IMC requires deep organizational change for all firms interested in this model. We will assess the company's IMC strategy and see if they are adopting a right strategy or not. Also, we will assess eth channels used for communicating to the changing consumers about the types of messages that the company wants to convey to them. IMC approach focuses on the efficiency of the message of the communication campaign: it is based on the joint and complementary media and new media. A consistent message that each entity of the company broadcasts on each of its channels. The actors of the IMC motivates by the search for the best of their actions to demonstrate their contribution to the company's business. The communications department is no longer just a support function but becomes an activity that creates value in its own right. Bailey's Irish Cream (Bailey's Irish Cream) is liquor based on Scotch Irish and cream, made by RA Bailey & Co. of Dublin, Ireland. The brand owned by Diageo. As indicated, its alcohol content is 17% by volume. Introduced in 1974, Baileys was the first liqueur Irish cream on the market. Currently the number of spirits of this kind has been increasing.

Marketing Mix

Bailey's Irish Cream, launched commercially on 26 November 1974, developed to, please the palate of consumers U.S. Bailey's gives off aromas of cream and coffee and aromas of almond, chocolate, caramel and nutty with a mild, sweet taste. Bailey, for its taste and uniqueness, used to replace cream or sugar in coffee, as well. The marketing mix of any company is of vital importance in promoting the company's products before its customers and creates effective positioning for the company in the market. Bailey's marketing mix bases on a consideration for all types of customers who drink liquor on regular or irregular basis. These are the customers who want taste and look for a variety in tastes and smell when it comes to liquor. It is said that Baileys was the first to be successful in combining milk cream, cocoa, coffee, honey, and alcohol to a liquor mixture that is stable enough to be produced for commercial purposes. The product of the company is diverse, and its distribution channels are widely extensive (Strokes 2008, p. 45). While the company's product is popular among consumers far and wide, the company can still look at develop exciting flavors apart from just three. The promotion of the products, apart from the IMC strategy will alter be discussed in section. The pricing strategy of Bailey's also does not suit the usual consumer who ...