Question 1: Assess the marketing communications tools used by Uniqlo brand in Singapore. Critically examine the trends in communications today and what it means for Uniqlo in selling its products.

Integrated Marketing Communication

Integrated marketing approach refers to the creation of a unified and uniform experience forthecustomers with the organization.It actually attempts to integrate all the communication channels and tactics such as advertising, sales, PR, social media andothers to create a unified force that work together and thus, ensures the strategy’s consistency throughout the channels, creating extensive value for the customers.

Importance of IMC

Over the period of time, the importance of IMC has been increased in the market for the organization and the markets. It is due to the following reasons:

• IMC allows the brand to communicate with the end audience on a large scale.Since it includes different channels, targeting a large audience through unified strategy becomes easy and hence, effective too.
• It reduces the cost for overall marketing activitiesand creates an amplified impact on the customer since the same message is communicated through different channels at different times and thus,strongly positions the brand in the mind of the customer.
• Since integrated marketing communication covers all aspects andmarketingchannel it creates a two way dialogueswith the customers which helps in maintaining the customer loyalty and interest and also helps in targetingthe new customers simultaneously.
• Lastly, integrated marketing communication allows the company to save time since all the channels and tactics are uniformly managed, it helps in communicating the message uniformly from all channels, thus, reduces the time to decide the best channel to communicate with the customers.(Dolan, 1999)

Integrated Marketing communication Harvard Case Solution & Analysis

Relevance and Application

Integrated marketing communication allows the organization to maintain higherbranddifferentiation.Due to the fact that it allows to engage with thecustomerson a morepersonal level, developing a two way strategyandthus,eradicatingthe monotonous brand image from the mind of the customers.Also, such strategies allow the organization to improvise its positioning, leading to more trust andloyal relation.Since IMC enables the organization to communicate the same message from tall channels, such uniformity makes the customertrustthe brand offerings or message, leading to establishment of long-termrelationship.In addition to this, such strategy helps the organization to makeitself accountable in themarket and hence, itsactionsareguidedby strongprotocol thathelps in delighting the customers.

Hence, in order to apply such a strategy, the organizationneeds to develop a firm understanding of the usage of different channels and the medium to target the customer effectively, it may not include all the mediums but yet includes a majority of them.For this, the organization needs to understand the target market and itsdemographics so as to outline the right strategy (El-Higzi, 2002)

 Access the IMC

Subway

Subway focuses on travelatorsandlight boxes to advertise it productsdue to the fact that,since light boxes are eye catching, they attract the customer’sattention and make them go through the ad,offering more attention.It creates strong attraction and thus,leadsto sales.In addition to this, under the travelators,the company focuses on the large customer base to target through its offerings.Since, while on the travelators...........................

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