INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

Introduction

Changes in the business environment, along with technological innovation, increasing consumer sophistication and changes in marketing communications practices, have led organisations to seek to improve relationships with their consumers, and consistent messages to all stakeholders across a wide range of marketing communications channels, in order to effectively reinforce their core proposition (Yoo, 2003). Although Integrated Marketing Communications and Customer Satisfaction Strategy are an emerging field with a seemingly underdeveloped theoretical base, it appears to be an unavoidable trend which will continue into the future.

In addition, IMC helps organisations maximize their resources and link their communications activities together. IMC integrates elements of the promotional mix as well as the creative elements, organisational factors and the promotional mix with other marketing mix factors. IMC also integrates information and database systems, communications to internal and external audiences, corporate communication and promotes geographical integration (Hanssens, 2002).

Company Overview - Starbucks Cooperation

Starbucks Corporation is a company that deals in coffee retail with an approximate 16,850 coffee shops spread in 40 countries. Its stores specialize in offering drinks, food coffee and tea as well as roasted beans. In the US, the company runs shops that are owned while other shops are spread in airports and shopping centers owned as franchises constituting 8,000 of their units. The mission statement entails a goal to become the best coffee stores in the world through observation of various guidelines including appreciating diversity, social responsibility and suitable work environment. The company is also geared towards customer satisfaction profitability and excellence in service and product delivery.

Target Market

Starbucks is mainly adult-focused and aims to connect with their customers, communities, and children through various advertising tactics. The vast majority of these customers come from urban areas, where individuals are willing to go the extra mile to purchase costly gourmet coffee (Powers, 2003).

Another new and large growing target market within the coffee industry is college-age students and post-graduate individuals residing in urban areas. These two segments account for the largest portion of gourmet coffee drinkers. There have been studies showing that coffee consumption has increased with the drinker's educational level. Those who have finished college have bought a lot of coffee but those who are in the post-graduate level have bought 71% more. Urban areas have the most coffee drinkers because it is where most of the educated professionals are located as well as the large universities. More and more individuals are becoming educated which shows that there will be a growth in the market of coffee drinkers (Yoo, 2003). Since the largest number of consumers are those being educated or beyond that stage, sales should be increasing steadily. Starbucks, compared to other competitors such as Tim Hortons, experiences a larger degree of profitability in urban areas due to its creative ability to cater to the needs of the large market of young professional adults.

Advertisement Strategy

Targeting adults and young adults is a good mechanism for Starbucks because this age level ...