Essay On Marketing Management And Integrated Marketing Communication For Grill'd Healthy Burger-Made With Love.

1. Demonstrate an understanding of the theoretical foundations of marketing management in the areas listed in the schedule of topics.

2. Demonstrate a critical appreciation of branding and product positioning strategies and the relevance of Internet marketing, social media and other elements of the marketing mix in product and service branding and positioning. 

3. Understand the importance of marketing principles and key issues affecting the development of marketing strategies, including: the marketing environment; consumer behaviour; market segmentation; targeting; positioning; branding; pricing; distribution; and promotion. 

4. Use their understanding of marketing theories and the principles of marketing research to demonstrate an ability to assess and critically evaluate an organisation’s strengths and weaknesses with respect to its marketing strategy for selected products/services in relevant target markets. 

5. Exhibit an advanced level of awareness of the ethical aspects of marketing, and be able to identify and discuss the potential consequences of marketing on society, communities and individuals.

Theoretical Foundations of Marketing Management

IMC (Integrated marketing communication) is an imperative technique for the organization as it is practiced by the domestic as well as the multinational organization. It could be effective for transferring data from the organizationtotheir specified stakeholders. Moreover, it is examined that this plan will consider communication strategy media mix and strategies for implementing such mediums (Shaw, 2016). The primary aim of IMC plan will be meet by systematic set up of Grill'd healthy burger-Made with Love. In addition, it is examined that Grill'd healthy burger-Made with Love is brand of Small and medium-sized business. This organization has planned to enlarge their business ay global level. Moreover, it is also examined organization could imply effective promotional tools and techniques and implement in the integrated marketing communication plan for increasing possibilities of getting higher competitive benefits. Integrated communication plan could be imperative for gaining their desired goals together with making a favorable relationship with their targeted audience. The role of integrated marketing communication plan is effective for attracting the domestic as well as global level clients in the context of getting higher competitive benefits (Sargeant & Macquillin, 2016).

Marketing of communication strategy is practiced for spreading knowledge of brand among a huge number of consumers. Moreover, marketing communication could support the firm to obtain higher competitive benefits. A communication mix is an effective tool for promoting goods and services of organizational goods and services together with an innovative message for accomplishing the aim and objectives of the firm (Marshall, 2014). It could consider many components that could be considered by the firm to operate their business as it is discussed as below:  

 The advertisement tool leads the organization to make a reliable decision with respect to the current situation of the firm. It is the best method of communicating as it permits the organization to spread awareness among specified consumers to accomplish their desired goal. It also supports the firm to increase their consumer base, profitability, and revenue. It will supports firm to obtain higher competitive benefits (Chernev, 2018). The organization could use an advertising method to increase the sale of goods and services in limited time and cost. In addition, it is evaluated that advertising could be imperative for getting a higher outcome. These methods are named traditional and non-traditional communication methods. In addition, it is also examined that effective methods will be practiced for increasing knowledge with respect to the desired goals and objectives (Luxton, Reid, & Mavondo, 2015)..

Branding and Product Positioning Strategies

Personal selling could be imperative for selling their goods and services. In addition, it is examined that direct marketing could be imperative for accomplishing the aim and objectives of the firm. For improving the performance of the organization,the firm could use advertising and make a favorable decision. Moreover, it is also examined that the advertisement could be imperative for the accomplishment of the desired goal in the least time. It could lead togetting reliable outcome by improving the quality of goods and services of the organization (Belch, Belch, Kerr, & Powell, 2014). 

Sales promotion could also be another tool and techniques that are practiced by companies to increase their goods and services. With regards to this, they analyze their competitors’ strategies and on that basis, new products are designed in order to acquire their customer share which ultimately results in enhancing sales of the organization. In addition, it is evaluated that the organization could use the appropriate interest rate for launching their new investment. Moreover, it is examined that suitable investment scheme could be imperative for increasing the profitability, sales, and revenue. In addition, it is examined that the organization could boost their performance in the least time and cost by targeting consumers (Luxton, Reid, & Mavondo, 2015).

It is a significant approach to retain its potential and current customers and targeting the segments of new customers. It is required to improve the organisational performance and creates certain kinds of reliability between target audiences. With respect to setting public relations, Grill’d a healthy burger- made with love will initiate customer centric products and services and these would be endorsed via mass media and effective messages. The rationale of developing strong public relations is to obtain the expected goals and increasing the competitive benefits in the targeted market (Belch, Belch, Kerr, & Powell, 2014). 

It is significant integration of personal selling with sales promotion. This practice is being activated while a consumer demonstrates certain extent of interest in the products and services of company. Hence, Grill’d a healthy burger- made with love is engaged in offering quality healthy burgers to its customers. It focuses on targeted customers who will show their interest in their new products and services and for this, it would directly approach to employees of restaurant who will convert interest of customers into sales. Email marketing is significant element that could be practiced to deliver the effective message to targeted consumers who demonstrated their interest in the organisational products with services (Luxton, Reid, & Mavondo, 2015).

Marketing Principles and Key Issues Affecting Development of Marketing Strategies

It is additional element of the communication strategy mix however as per the latest trend in the marketplace, event sponsorship is significant strategy to promote the Grill’d a healthy burger- made with love. Event sponsorship involves entertainment, sports events, corporate events and not for profit events. Grill’d a healthy burger- made with love will sponsor Australian cricket team that plays at the international with domestic level. Thus, spreading the awareness is key motive of communication strategy that could be easily done with the support of sponsoring events (Chernev, 2018).

Grill'd healthy burger-Made with Love operates in the different area of Australia. In addition, it is examined that the organization could mainly focus on the urban area people to deliver their goods and services as it would be effective for getting higher outcomes.

For delivering a burger, the organization could concentrate on the age group of 11-35 years of consumers in the least time and cost. It could mainly concentrate on 19-27 years of consumer purchasing purpose.
Selection of favorite media 

Television and radio is an imperative tool for increasing awareness of goods and services of the firm. This method could lead the organization to attract a huge number of consumers towards the brands of the organization. Television and radio are tools that are practiced to endorse the goods and services of the firmin the least time and cost. In addition, it is also examined that television and radio could assist the organization to use suitable content and specified their consumers to make their brand image among a huge number of consumers. As a result, it would be imperative for accomplishing the positive outcome (Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016).

Newspapers, magazine, and pamphlets could be imperative for the accomplishment of organizational goal by endorsing goods and services of the firm. In addition, it is evaluated that this method could also lead the firm to attract local consumer of products and services (Ashley & Tuten, 2015). In addition, it is also examined that medium will support the firm to spread knowledge of products and services among a huge number of consumers (Šeri?, Gil-Saura, & Ruiz-Molina, 2014). Moreover, the organization could use mouth-to-mouth awareness about products and services of the firm.

Billboards could be practiced for the application of setting a suitable brand image amongst specified task. Moreover, this method is imperative for sharing the content of new goods and services produced by the company but it is suitable to promote their brand image and slogan between the consumers (Fill & Turnbull, 2016). 

Marketing Research and Critical Evaluation of Organization's Marketing Strategy

It is a moderntechnology that could be used by Grill’d a healthy burger- made with love because there are high numbers of digital media users as compared to the traditional mode of marketing. By using the technology and internet, customers can gain their awareness before purchasing the product of Grill’d healthy burger.  

A social media channel is a key channel to endorse the products with services and aids in the business operation. There are different platforms of social media such as Twitter Facebook, Instagram, and Snapchat (Bowie, Buttle, Brookes, & Mariussen, 2016). Facebook was established in the period of 2004 and since then, there are about 2.6 billion of people highly using Facebook that is almost one-fourth of the total population of the globe (Carroll, 2015). Thus, Grill’d healthy burger- made with love will practice these platforms because these are cheaper and also beneficial in terms of creating the base of customers.  It will also aid to obtain sustainable development and growth.

Email marketing is another technique of communication and marketing channel by which a company can target the customer individually. Grill’d healthy burger- made would be competent to endorse their healthy burger by introducing the sales discount. This would aid the company to increase the base of consumers and market share in both the global and domestic market (Tomše & Snoj, 2014).

It would be another significant source of endorsing the Grill’da healthy burger- made as the promotion of their new services would be performed directly through the official websites. It would be quite inexpensive as compared to other channels. Since, there is a number of users who can access the official website on daily basis for gaining knowledge about the healthy burger and for applicable services. Therefore, the company would target the current and new customer segments via website promotion platforms as it would improve demand for their new facilities (Isaenko & Tarasov, 2014).

In addition, there are several digital and online channels that could be practiced with the intention of endorsing the healthy burger products between the current and new markets. These channels are beneficial to make the managerial integrated marketing communication plan. The primary goal of the company is to make IMC plan as it would aid to create the customer base and increases the revenue and profitability (Yadav & Pavlou, 2014).  It would also aid to improve the performance of the business and also aids to gain competitive benefits. Therefore, the practice of digital channel helps to make the right decision about the company (Mariotti, & Glackin, 2015). 

Ethical Aspects of Marketing

Traditional mode is not in trend however, these are beneficial as every channel has its own significance and target audience. Every market is an integration of healthy lifestyle customer segment and each segment of customer needs to be targeted via different promotional techniques (Jugenheimer, Sheehan, & Kelley, 2015). Traditional mode involves the newspaper, radio, magazines, and board hoarding. By using these platform, Grill’d healthy burger- made brand would be able to target the 45-75 aged customer due to reliability level is more onto the tradition channels as compared to digital media and social media (Bacile, & Swilley, 2014).

Apart from these channel, Grill’d healthy burger- made brand can use other promotional and other marketing techniques like event sponsorship with the goal of developing the brand image between the target audience. These are much effective technique for creating an integrated marketing communication plan. It is significant for an organisation to choose the mode of promotion with advertisement in a significant way as it would aid to accomplish the aim and objectives. With respect to this, Grill’d healthy burger- made brand can focuses more on non-traditional promotional channels as compared to traditional channels because o high use of digital mode of promotion. Since, these modes are cost-effective and high effective in case of reachability (Tomše & Snoj, 2014).

Action/Tool	Objective	Target	Timing	Responsibility	Detail / Integration	Progress
Twitter	To increase the number of followers. To follow backthe numbers of followers on twitter	1-3 posts on every day	2 weeks	Marketing manager	It assures that their content should be reliable	39% page completion
Facebook &Instagram	To increase the possibilities of getting positive feedback  on the web page	Wordpress blog, Facebook news feed, Facebook platform	2 weeks	Marketing manager	It could lead to describe firm and assure the across platforms stability(Bacile, &Swilley, 2014). The organization could consider like and comment with the suitable posts.	45% favorable reviews
YouTube	To use the consumer recommendation To provide reliable instruction forgoods and services. To develop holiday video towards the goods and services.	To increase the awareness about more customers To increase likes and comments on the video	15 days	Marketing manager	Tools and techniques could be imperative to gain an understandingof the products and services. Furthermore, the organization could use the email method to attract consumers  (Shaw, 2016).	24% of suitable reviews by videos and 20,000 comments.
SEM	To enhance the brand strengthened To increase the knowledge about particular goods and services. To increase the visiting for getting a favorable outcome.	To increase the sale of goods and services	15 days	Marketing manager	To practice available resources for creating and making reliable content blogs (Batra& Keller, 2016).	Sprout social

The rationale of choosing the creative message for the promotion with advertisement is to target the existing and new customer segment in a rapid way. Grill’d healthy burger- made brand is a local brand that engaged in providing healthy lives to people hence, it does not need high spending on advertisement and promotion. However, because of intense rivalry in the fast food industry, effects of globalisation and advancement in technology, Grill’d healthy burger- made brand can face issue in endorsing their brand. It can affect the profitability, revenue and customer base and creates complexity in attaining goal and obtaining competitive benefits among targeted market (Bacile, & Swilley, 2014).

For developing new IMC plan, creative message would be practiced for endorsing the customer services as the priority of an organisation. Customer service is key component that plays vital role in the success and failure of company. Hence, Grill’d healthy burger- made brand should provide an effective and efficient customer service and should also focus on advertisement and promotional practices to get competitive benefits in local and international market (Tomše & Snoj, 2014). 

Conclusion

From the above discussion, it can be concluded that the companyuses different tools and techniques for promoting their goods and services in lest time among a huge number of consumers. These are communication strategy, integration marketing mix strategy, and segmentation. It can also be summarized that the organization should use these techniques to endorsee their goods and services among a huge number of consumers. It can also be suggested that company need to expand their business operation at global as well as domestic level. In addition, it can also be summarized that the organization could use segmentation tool to categorize their consumers and reach a valid conclusion. Moreover, it can also be summarized that an organization should need to invest at the global level to make a reliable decision and improve the condition of the firm. It can also be summarized that the selection of suitable marketing tools and techniques could be imperative for obtaining higher competitive benefits. In addition, it can also be evaluated that effective promotional techniques and tools could lead the firm to influence existing as well as potential consumers. It could also be imperative for promoting new goods and services in limited time and cost.

References

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