Role Of Direct Marketing Strategy Of Goodwill

By having stores and services set up in five different counties, Goodwill is making sure that its products are widely available in all of southwest Florida. Stores have been strategically placed in areas with sales and growth potential (Lamb, Hair & McDaniel, 2013, p. 554). Last year the Lehigh Acres store was even relocated to a bigger building to accommodate the many customers in that area. Since then, sales have increased dramatically. Every time a new store is opened or service idea is presented, it is providing more exposure for the Goodwill brand name, and getting the word out to more people in more places. With the growth of technology and the internet, Goodwill also saw an opportunity to capitalize on the market for online sales. Online retailing has become one of the fastest growing types of shopping in recent years (Lamb, Hair & McDaniel, 2013, p. 546-547). Shopgoodwill.com is a website that sells Goodwill’s products by bid pricing, and Goodwill of Southwest Florida is one of the nearly seventy of the Goodwill’s throughout the world that are a part of this enterprise (Goodwillswfl.org,

The company added perishables to its inventory—a necessity in slow economic times—and cut back on discretionary items such as clothing and home accessories. Target’s marketing message remains focused on offering consumers high style and unique brand names but emphasizes value more, using phrases such as “fresh for less” and “new way to save.” (Kotler, 2011) Target’s IMC strategy has a positive brand image by contributing significantly to surrounding communities. The company donates 5 percent of its annual income, or more than $3 million a week, to programs that focus on education, the arts, social service, and volunteerism. Target donated more than 16 million pounds of food in 2008 to Feed America, the nation’s food bank network. Target also sponsors discounted or free days at art museums around the country, including the Museum of Modern Art in New York and the Museum of Contemporary Art in Chicago. (Kotler, 2011) According to the Article Cross promotion of web references in print ads, stated that “IMC theory suggests that it is important to utilize multiples types of communication and media to achieve communication objectives and to build a consistent brand image and brand equity.” If many organizations give back to the community as Target did. Consumers will continue to patronize their company no matter how much their products tend to

What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?

| Objectives are integrated within TV, print and direct mail. Internet focuses on building consumer relationships rather than getting awareness. Bonds did not show any objective on its package design.

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

Local advertising has also included window clings and store hangings centered on a holiday theme as well as everyday celebrations. In-store print ads displaying bundles and packages help to “wow” the recipient while providing a nice upsell for the store. Outdoor billboards and banners grab the attention of walkers and motorists during the holiday seasons as a wonderful last minute gift idea. We also occasionally participate in joint marketing efforts with other franchisee owners in bigger

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to

Strategic Planning is the process by which leaders of the particular organization make a choice and decide to set up different strategies that will enable the organization to achieve better performance and continue on the path of success. The framework of the strategic planning can be defined as the social role of the organization, environment, technological and human resource factors all working as one in order to achieve the goals set in place by the organization. In the case of a non-profit organization, like Goodwill industries, where the industry sector is tremendously diverse in terms of the work Goodwill undertakes, the organization still needs a strategic plan. The way that a strategic plan is developed depends on the requirements for strategic planning in non-profit organizations, just as for profit organization, can and always should be designed to bring success, remain profitable, and avoid failure and misuse of much needed resources.

Goodwill industry is a non-profit organization that provides training, employment assistance, and education to those experiencing difficulty entering the job market due to lack of education, proper training, or disabilities. A central agency coordinates the activities of over 200 independent regional branches. Most of Goodwill’s revenue is generated through the sale of donated items at its retail stores, which number over 2,000. These revenues are used to fund its employment and educational services.

On the other hand, an important part of a firm’s market program is developing, building and conveying a brand image in marketing communications to influence consumers’ perceptions and create loyal customers. According to Kitchen et al. (2004), “IMC is to enable various messages from different communication channels coming together to create a coherent corporate and brand image”. Furthermore, IMC has been a business strategic process that could contribute to build brand value and affect the consumers’ perception of the brand (Schultz, 2004; Madhavaram et al., 2005), this can change consumers’ awareness and loyalty. Similarly, Reid (2005) provides support that IMC plays an important role that makes company more efficient in building and maintaining brand image and customer relationship. That is, effective communication can facilitate the formation of brand awareness and a positive brand image in the consumer’s mind. In other word, brand image

Since acquiring number one ranking in 1996, Tesco has developed a successful multiformat strategy that has accelerated its advantage. Its UK sales are now 71% larger than Sainsbury’s. Also the Competition Commission’s report makes it very difficult for a competitor to challenge its scale and has effectively scuppered Wal-Mart’s chances of stealing UK leadership. Therefore, Tesco is in an enormously strong position in its domestic market.

An organisation needs an image, which projects itself as a responsible and trustworthy which is not only interest in making money but also places the interest of its customers as well. In this assignment we will review different aspects of Globally Integrated Marketing Strategy and our focused organisation will be Marks & Spencer. We will focus on its IMC practices and how they act as part of the organisation’s strategic framework. The study will consider M&S operations in UK and UAE for its research purposes and will elaborate how resembles as well as differs in

Currently, the organization markets primarily through the Internet and through catalogs mailed to businesses. To reach direct sales customers, such as retail and direct consumers, the company mails catalogs to homes

IMC can be defined as an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.