Report on the integrated marketing communication for sustainable development

Table of Contents

Question 1. 2

Direct marketing 2

Growth of direct marketing 2

The planning phase of direct marketing 2

Methods of direct marketing 2

Direct marketing in Pizza Hut 3

Question 2. 4

Public relations 4

Importance of public relations 4

Different methods of PR activities 5

Pizza Hut PR activities 5

Question 3. 6

Sponsorship 6

Purpose of sponsorship 6

Sponsorship activities of Pizza Hut 7

Advantages and disadvantages of sponsorship 7

Advantages 7

Disadvantages 8

Question 4. 8

Packing, designing, and branding 8

Packing 8

Branding 9

Design 9

Designing tools 9

In Vision studio 9

Adobe XD 9

Marvel 9

Figma 10

UXPin 10

Proto.io 10

Pizza Hut design, packing and branding strategy 10

Design 10

Packing of Pizza Hut 11

Brand strategy 12

References 13

Question 1. 

Direct marketing of the integrated marketing communication for sustainable development

Companies communicate their offers through direct marketing in which they communicate directly to a pre-selected consumer. It also supplies a method for a direct response from customers (Park & Timothy, 2015). Mainly, direct marketing is a promotional way that includes presenting information related to products and services of the company to targeted consumers, and it is done without using advertising middleman. Through direct marketing, long term relationships are developed with customers. 

Growth of direct marketing of the integrated marketing communication for sustainable development

There is a prominence growth in the direct marketing channels such as direct mails, telemarketing and catalogues. Customers prefer online shopping that increases direct marketing development. There has been expansion and development in the US postal services that are developing direct marketing because catalogues are available to urban as well as rural customers. Moreover, electronic communication is explosively developing that is benefiting the growth of direct marketing. 

The planning phase of direct marketing of the integrated marketing communication for sustainable development

In this phase, the company set its objectives before shaping strategy and tactics for the campaign. Requirements and level of success are decided in this phase. Planning for awareness of related programs within the targeted customers is done (Alharbie & Abeer, 2015). Decisions are made to generate different appointments with key decision-makers and to sign new partners for direct marketing. Comparison to competitors is also made in this phase so that goals can set accordingly. 

Methods of direct marketing of the integrated marketing communication for sustainable development

Various methods are associated with this type of marketing. Direct mailing is the first method that can be used, and it is sending of advertisement through mail to targeted consumers. Firms can design and send mailers to targeted customers. They can also send catalogue to customers to market their products (Park & Timothy, 2015). The other method that can be used in direct marketing is telemarketing. It is the way when firms have representative call prospective consumers to publicize their products. Another method that can be used in direct marketing is email marketing. When firms send email newsletters and advertisement to customers through email, it is email marketing. Firms can develop an email list or can also buy email lists so they can send emails to current and potential consumers. 

Direct marketing in Pizza Hut of the integrated marketing communication for sustainable development

In the UK and other developed and developing countries, Pizza Hut is operating its franchises, and it is the fastest-growing sector in the market and among customers. In the UK, there are millions of customers that consume Pizza Hut’s pizza each year. Pizza hut is having more expansion in its revenues because it is dealing with direct marketing and is also offering home delivery services to customers. It wanted to drive up its home delivery services among single individual of 20-30 years old (Soriano, Ribeiro, Lee, & Yoo, 2012). It is directly marketing its products and services by developing a mail that is containing several paper plates and a card brochure which also includes money off vouchers. Its mailing system is delivering the idea to customers that taking Pizza Hut services is a friendly option when there is a friend or family gathering.  

Its campaign is also intended to deliver the message that delivery from Pizza Hut is cutting down cooking and washing-up efforts. Its mails also include a tailored response mechanism in which it has provided a telephone number of the local Pizza Hut Delivery franchise so customers can order directly. Moreover, this company is not a stranger to the mobile phone (Zha & Ling, 2013). The company also rolled out new applications for iPad and Android devices so customers can customize their orders. Pizza Hut also updated its iPhone app so customers can order their meals quickly. Further, the company launched an augmented reality application in 2010 that allows customers to order by adding a layer of interaction between a retailing store and customer so sales can get increased. 

Question 2. 

Public relations of the integrated marketing communication for sustainable development

It is a communication procedure in a strategic way that develop mutual benefit relationship between a company and its publics. It is dealing with the practice of managing communication between a firm and its publics. These relations are controlled internally and can include exposure of a company or an individual to its customers and audiences with the use of topics of public interests and news items that are without any direct payment. It aims to obtain coverage for customers for free, and it is also known as “earned media” (Austin, Weintraub, & Pinkleton, 2015). This company is about sharing the right information to the right people and regions with the purpose of development of brand reputation. 

Importance of public relations 

• Public relations assist the company in increasing its brand reputation. Trust is a fundamental factor to determine the success of a business without which a company cannot achieve its potential sales. For the development of trust between the company and clients, development of public relation is required. It can increase credibility and can develop the overall reputation of the company. 

• Public relation is assisting companies in allocating new potential customers when a trusted reputation is developed. It is assisting customers in connecting to the company. The right message is created to resonate with clients in an impactful way (Soriano, Ribeiro, Lee, & Yoo, 2012). More significant profit and sales can get encountered in this way because a positive message is delivered to the audience. 

• Online business is developing companies, but a large number of businesses get a bad reputation that can get fixed with the profit relation campaigns. Awareness level of the brand is increased that can maintain a positive relation of the company with the audience. Community relations can get stronger with Public Relation. 

• A robust online presence of the company can be established with PR. Online marketing is done by developing public relation, and any threats that can damage the reputation of the company can be reduced with public relation (Austin, Weintraub, & Pinkleton, 2015). Best channels and influencers are identified for the company to spread its positive message. 

Different methods of PR activities of the integrated marketing communication for sustainable development

Different PR methods are used to spread a positive message. Advertorials in the form in which promotion is done with review stories in newspapers. The other method is social media such as Facebook or Twitter that allow the company to drive web traffic and can allow managing issues. It can decrease negative perceptions about the company. Another method is newsletters that can be printed to emailed to promote good points of a business and allow customers to communicate with the company.

Furthermore, business events are opportunities for companies to promote their business activities. Companies can also increase public relations when they are engaged with local stakeholders as it can attract more consumers through word of mouth (Motion, Judy, Robert, & Leitch, 2015). There can be other ways such as speaking engagements, media relation, Brochure and catalogues that can be used to develop PR.

Pizza Hut PR activities of the integrated marketing communication for sustainable development

Public relations can bring a positive factor for the company to its shareholders and customers. Pizza Hut is performing PR activities to maintain and further develop its brand reputation. It is using newsletters to inform its customers about their positive contribution in the society and health of customers. It is also allowing readers to comment on the company through which it is collecting feedback. Positive comments are also promoting public relation of the company. The company is focusing on its application that is allowing customers to order and to track delivery of products. Its PR campaign is not limited to television adds only, but it also included outreach efforts such as social media and radio ads (Fahri, Muhammad, & Isnaini, 2020). These PR activities are performed to promote deals of Pizza Hut. Their strategies and efforts for PR activities are running through an in-house PR department. It has also worked with Freud Communication in the UK. 

Question 3. 

Sponsorship

Sponsorship is a cash property to access the exploitable commercial potential that is linked with the company. Sponsorship can also be nonprofit and is done with the expectation of return at the commercial level (Motion, Judy, Robert, & Leitch, 2015). It can deliver high awareness to customers and the community and develop a strong reputation for the company, and it is different from the advertisement. Sponsorship cannot communicate specific attributes of a product. Sponsorship is requiring support elements. Sponsorship is a business relationship between individuals, funds, resources and services, events, and organizations that are offering rights in return. 

Purpose of sponsorship of the integrated marketing communication for sustainable development

• Sponsorship is providing brand popularity among the majority of the audience. It is delivering exposure to millions of customers. 

• Sponsoring mega-events can lead to international recognition of the company.

• The most common objective of sponsorship is the development of community relations for both industrial and customer companies (Seungbum & Ross, 2012). There are many opportunities that can assist a community. 

• Its objective is to develop a business relationship and can also insight audiences. 

Sponsorship activities of Pizza Hut of the integrated marketing communication for sustainable development

Pizza Hut is the global chain of restaurants that has become the first brand that is having an award of naming rights to a virtual football stadium. It has arrangements with the National Football League of Madden NFL 20 Championship series. Recently, Pizza Hut signed a multiyear sponsorship with NFL. It is giving certain marketing rights and benefits (Motion, Judy, Robert, & Leitch, 2015). 

Pizza Hut and sports activities are coordinating, and the company is always a trailblazer in the gaming zone. It started its sponsorship from the days of tabletop Pac-Man in its restaurants, and now it is the first-ever brand that is having virtual stadium rights deals at the official level in sports. The goal of its sponsorship with sports activities is the creation of fan engagement, and the company is thrilled to join EA sports so they can create memorable experiences that are connecting fans to its favorite sports (Zha & Ling, 2013). Snickers chocolate bar is also in sponsorship with Pizza Hut as a series partner with the latter seeing its position associated with highlights notify in the competition. 

Advantages and disadvantages of sponsorship 

Advantages 

• Sponsorship is building awareness regarding the brand and is bringing exposure of the business to a large number of customers and provide them a positive association with the brand. 

• Sponsorship of a company with an aligned event or organization can increase the position of the company, and a company is presented as an expert (Austin, Weintraub, & Pinkleton, 2015). It also leads to spread differentiation from competitors that provide a competitive image to the company. 

• It is an excellent targeting tool in which ideal and targeted customers get attracted, and exposure to potential customers is increased. 

• Sponsorship leads to the success and popularity of a brand, and media coverage also acts as a great source of advertisement for the company. 

Disadvantages of the integrated marketing communication for sustainable development

• Actions of sponsorship of Amy brand or event are directly linked to the company, so when sponsorship is done with loose or nonprofessional associations, it will also harm the company (Seungbum & Ross, 2012). 

• There is no guarantee of investment return in sponsorship, and the company needs to analyze appropriate exposure because, in another case, the company will have no benefits from this. 

• Sponsorship cannot guarantee success every time, and it can be risk backing the new companies in the market. Any of the bad publicity from the associated company or individual can affect the brand image at a high level. 

Question 4.

Packing, designing, and branding 

Packing 

Packing is assuring that customers are receiving products in the original form. The purpose of packing is the promotion of the products and keeping them safe from any kind of damage. The company creates an attractive package, wrapper, or cover to enclose the product for being delivered to customers (Zha & Ling, 2013). The main objective of packing is the identification of the brand, serving as communication means related to the product, which also includes a description and persuasive information about the product. It is also served as a means of promoting the product.

Branding of the integrated marketing communication for sustainable development

Branding is a marketing strategy that is used in the development of a unique name, logo, and image of products so major customers can get attracted to the company. The objective of branding a company is to deliver a unique identity to a product so it can get distinction from products delivered by competitors of the company. The brand is developing trust and loyalty among customers reacted to its products. It created the mind of customers regarding products and used as a marketing tool to increase awareness regarding the product. 

Design of the integrated marketing communication for sustainable development

It is the plan or specifications of a company regarding its products and services. Designing of products is essential, so competitive edge and customer satisfaction are dependent on it. 

Designing tools 

In Vision studio 

It is the tool that can cover all of the basis. It is having loaded features in it that can assist a designer in creating beautiful and attractive designs. It is also having tools related to rapid photography, collaborative designs, and proper working with design (Järvelä & Sanna, 2015). 

Adobe XD 

It is offering the best features for digital projects that are working under Adobe Creative Cloud. It is very worthy for UI designs. 

Marvel of the integrated marketing communication for sustainable development

It is the other web design tool that is producing quick ideas and refining the ideas a designer think. It also develops prototypes. 

Figma of the integrated marketing communication for sustainable development

It is an interface designing tool that enables many of the designers to collaborate in real-time. Multiple stakeholders can get involved in the project that is involved in changing designs. 

UXPin of the integrated marketing communication for sustainable development

This designing app is available for Mac Windows and also in browsers. It allows designers to work with interactive states, code components, and logic (Järvelä & Sanna, 2015). 

Proto.io of the integrated marketing communication for sustainable development

It is the top application that enables the design of rough ideas and delivers full-fledged designs. 

Pizza Hut design, packing and branding strategy 

Design 

Pizza hut involves customers in new designs of its products and services. It is designing its services according to its external as well as internal customers. It measures the satisfaction level of customers through questionnaires and focus groups. They collect feedback from its customers to introduce new products and services (Aaker, David, & Joachimsthaler, 2013). Pizza hut is designing its restaurants at the global level. It continuously reviews its products so it can change delivered services and menu from time to time as this restaurant is well known for its innovation in products and services. It is designing its products that can attract customers at a large rate. It also designs deals to attract customers. 

Packing of Pizza Hut 

The Pizza Hut box is big enough to carry pizza, and it also allows a small amount of space in it. Cardboard is also designed in a way that it is easy to fold to get in the box shape. It also introduced round pizza boxes. It has a good packing that is allowing the delivery of products efficiently. It is also having information on the box related to ways of ordering for the next time. 

Pizza hut also serves its medium-sized pizzas in a Flick Football Field box in which there is a football field printed on top of the box and contain goal posts, scorecard, and football triangles. 

Brand strategy 

Pizza Hut is using a mix of psychographic and geographical segmentation variations to deliver its products in the market. Being a multinational company, it revisits its branding strategy from time to time and name changes in it when required. They deliver something unique in its flavors and services that maintain its brand image and make it different from other competitors in the food market. It is using undifferentiated targeting strategy to design deals according to the requirement of customers. It is also using a positioning strategy to develop long-lasting image on the mind of customers. 

References of the integrated marketing communication for sustainable development

Aaker, David, & Joachimsthaler, r. (2013). Brand leadership. Simon and Schuster,.

Alharbie, & Abeer. (2015). Business growth thru social media marketing. International Journal of Innovation and Applied Studies , 873.

Austin, Weintraub, E., & Pinkleton, B. (2015). Strategic public relations management: Planning and managing effective communication campaigns. . Routledge.

Fahri, Muhammad, L., & Isnaini, S. (2020). Marketing Public Relations on the Establishment of Go-Food Company Image in Surabaya City. Journal of Talent Development and Excellence, 475-480.

Järvelä, & Sanna. (2015). Enhancing socially shared regulation in collaborative learning groups: designing for CSCL regulation tools. Educational Technology Research and Development, 125-142.

Motion, Judy, Robert, & Leitch, S. (2015). Social media and public relations: Fake friends and powerful publics. Routledge.

Park, & Timothy. (2015). Direct marketing and the structure of farm sales: An unconditional quantile regression approach. Journal of Agricultural and Resource Economics , 266-284.

Seungbum, & Ross, S. (2012). Sport sponsorship decision making in a global market. Sport, Business and Management: An International Journal .

Soriano, Ribeiro, D., Lee, S., & Yoo, S. (2012). Return on marketing investment: Pizza Hut Korea's case. Management Decision .

Zha, S., & Ling. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 464-472.