IMC Strategy Development for JB Hi Fi company Essay

IMC Strategy Development for JB Hi Fi company - Essay Example 1.1 Current Message Strategy JB’s current message strategy is based on the perception that it has to engage the appeal of its target demographics by taking an energetic approach which is both friendly and accommodating. The end goal is customer satisfaction and appeal. This is accomplished by making the high street stores attractive to its demographic target. JB’s online shopping facilities are also set up to reveal appealing product placement photographs and competitive pricing. In both the online shopping facilities and high street stores, the products are arranged by category for ease of reference and colour differentiation by virtue of the colour yellow and a distinctive logo are used to distinguish JB from its competitors. Thus, the current message strategy is designed to ensure that JB’s target demographic market is aware of the range and price of JB’s products. This is obtained by gaining attention (the one-way push) and then by making it easy for t he consumer to browse either in the virtual store or in the actual store (the two-way push). The two-way push is exemplified by the demonstrative play of products in-store with a view to gaining attention. The prices are reasonable and the volume high so that customers are enticed not only by the product’s appeal but its availability and are encouraged to return as a result of the shopping experience. The tagline however, is limited to pricing and availability advertising which is primarily left to online and in-store visits. 1.2 Message Effectiveness Critique The customer-friendly, energetic and appealing atmosphere is insufficient as it tends to focus on product availability rather than product value. Pricing is a marketing strategy that can very easily be mimicked by competitors (Kurtz, MacKenzie and Snow 2009, p. 584). A more effective IMC would focus more intently on increasing and improving customer awareness of the product. The approach should be to use an IMC strategy that increases the customers’ awareness of the products and this should include a promotional strategy (Chaston 2005, p. 143). Some guidance can be had by looking at JB’s major rivals’ strategies. These strategies include the use of the print media for advertising as well as the electronic media. Other strategies include point of sale communications and website communications and brochures all aimed at reaching their targeted consumers. Another competitor also uses social networks to facilitate communication with its customers. In today’s world of diversity it is best that JB use a diverse range of promotional strategies, similar to those used by its competitors (Blakeman 2007, p. 2). 1.3. Proposed Message Strategy Adjustments JB is required to improve its pull strategies. This means focusing on communicating directly with its customers (Hughes and Fill 2007, p. 146). This can be accomplished by creating a social networking service where JB moderates an open forum for full and frank disclosure relative to its products on an online forum. Push strategies which capitalize on intermediaries and other channels for communication should be improved (Lamb, Hair and McDaniel 2008, p. 413). This means taking the opportunity to increase the range of promotions and advertisement by virtue of the print and electronic media. 2.0 Channel Review 2.1 Channel Integration