Integrated Marketing2Part 1 - Integrated Marketing+Communications, and the Changing Media LandscapeIntegrated Marketing CommunicationsHarry’s shave set for men has been doing well in the past couple of years in which it has been in operations. However, in October 2018, Harry’s came up with women shave products. The idea of launching women only shave products came from the fact that many women loved Harry’s products and were using them (Chen, 2019). Hence, there was a need to have a product that specifically attended to the needs of the women. The Harry’s new product, called the Flamingo, consists of a set of razors, waxing kits, shave gels and body lotions. Therefore, as much as men also have their products, Harry’s has a special treat for women who enjoy the high quality and affordable treat from the company. Besides, all products, regardless of the gender targeted, can be used by the millennials. The big idea, which will be the basis upon which all other customer communications will encompass, is that using Harry’s products helps in bringing out the identity of the user. I think that the quality of Harry’s products would help customers engage with the shaving process, and feel better about the outcomes they are able to achieve with the products. Besides, millennials, who form the target market, are sensitive around the issues of identity. Espinoza & Ukleja (2016)notes that it is the reason why social media platforms have been growing in popularity because millennials need to engage, create relationships, and shape their image. Marketing communications objectives
Integrated Marketing3One of the communication objectives is to create awareness about Harry’s products to thetargeted market. Therefore, the aim is to ensure that at least 75 percent of the targeted markets are aware of the benefits of using Harry’s shaving products. The second marketing communication goals are to create an interest among the targeted customers. The interest in the product means that they targeted individuals should take the step of searching for more information about the product, its availability, and prices. To that extent, it will be important to have about 25 percent of the targeted market make contact with the organization, by way of asking about the product. Lastly, the marketing communication efforts must lead to purchases. Therefore, it is expected that 20 percent of the targeted market will place orders with the company. Promotion mixThe first objective is to create awareness about the products among the targeted market. Therefore, one of the tools to use for this objective will be online advertising. Boone & Kurtz (2016) notes that up to 70 percent of the millennials do get their information from social media.