Communications and Campaign Strategy Dyson

FOR Dyson UK based on the first part of the dissertation (IMC file) (there is an example in V&A doc, chapter 3)

The message to be communicated needs to be devised and each available communication tool should be explored for its suitability to the delivery of the chosen communication strategy.  This will require an appreciation of the role of each of the tools in IMC, in general, and specifically to the chosen topic, providing reasons for the acceptance and rejection of the tools. You do not need to include every IMC tool; you need to select those that are appropriate to the situation. However, consideration should be given to the comprehensive range of tools; thus if you make a decision to not use a tool you should provide a brief rationale for exclusion, rather than simply ignore it.  You should also select tools that enable you to demonstrate mechanisms of integration.
Discussion should be provided on: –
(a)    The quality of vertical integration throughout the project for the objectives and strategy at corporate, brand, and IMC level 
(b)    The quality of horizontal synergy in the message delivery programme between the selected media.
(c)    The relationship between the push and pull strategy

Detail

Message Development

On the basis of the earlier analysis, you should now be in a position to devise a Central Organising Idea (COI) or appropriate message strap line for your campaign that will serve as the basis for the communication process.  This is not just for the advertising but will hold together the whole campaign and resonate with the brand strategy. It should answer the question:  What are we saying?

Justification and rational for role of each communication tool

The strategy needs to take account of the various stakeholders; to give their agendas the appropriate attention.  These will include employees.  The micro needs analysis refers to internal marketing and the availability of internal resources that will be needed to implement the campaign.
       
You will then need to devise the appropriate strategy to communicate the message effectively to the target market.  This seeks to address the question: Which channel is best? You need to explore all of the available communication tools and assess which ones are appropriate and which ones are not, with justification provided in each case.  You will need to consider both the existing channels used and those used by competitors as well as any changes in your identified target market.

Push & Pull Strategy

Your campaign strategy will need to evaluate the role of push and pull strategy and the appropriate emphasis of each. For large complex brands you may decide to build a campaign for just one element but you will need to briefly address the needs of the other. The balance between push and pull strategies will vary according to your brand and market place and will be unique to your IMC.

Push
The analysis should relate to the extent to which the company/brand is established in its routes to market.  If your brand/product is in a market entry situation, which are the routes to market and how does the brand obtain access to these routes and with what degree of difficulty.  If the brand is already well established, are there any special measures that need to taken to enhance the point of sale situation?  Consideration should be given to the appropriate IMC tools for this strategy

Pull
    You will need to consider the role of pull; increasing consumer demand and identifying key tools for this strategy, usually advertising, PR, DIM etc.

Both Push and Pull are discussed in Contemporary Issues for IMC module

Integration Strategy

Your project needs to demonstrate how you will optimise the vertical and horizontal strategy for the IMC plan.

Vertical Integration
Vertical Integration is best illustrated as the interpretation of a corporate mission down through the organisation via the SBUs, to the operating departments, their teams, products and brands. The SBUs and departments take responsibility for their share of the delegated mission as sub-task/s.
The teams and individuals accepting the sub-tasks and breaking them down into mini-task/s.  Each new layer becoming the strategy/solution of the layer above.  It is the successful completion of the mini-tasks that deliver the mission. The quality of this process is the vertical integration.

Horizontal Synergy
Horizontal Synergy is a reference to the quality of marketing & marketing communications strategy implementation and integration. It is only created when all the strategic and tactical elements/activities come together across all activities to create a synergistic impact that is greater than the individual components could be reasonably expected to achieve on their own.
   
Both horizontal and vertical integration are discussed in Contemporary Issues for IMC module.

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