Strategic Integrated Marketing Communication

Critical Evaluation of Current Integrated Marketing Communications Practice at the example of Lufthansa

Research Paper (undergraduate) , 2017 , 23 Pages , Grade: 1,3

Communications - Public Relations, Advertising, Marketing, Social Media

In every area of science, economy and industry communication is used to create a significant message and to build relationships between sender and receiver. Especially when it comes to the science of marketing, communication is used in various forms that are managed and channelled consistently by strategic integrated marketing communications (IMC). Primarily introduced in the 1980s as a marketing strategy, IMC today plays a major role in many organisations corporate strategy, including the German company Lufthansa.

The following essay will outline this marketing strategy by its theory and will apply it to the strategy of Lufthansa in three parts. Thereby the first part will illustrate the theoretical background of IMC regarding to its role and concept and its relations to other areas of marketing and business management. These findings will primarily be based on secondary research of literature from Kotler, Percy and Fill which will be sustained by the work of other authors. The second part of the essay will enlarge this theory by the approach of the communication mix and will transmit it to the practise of the German company Lufthansa. As the company is constituted as the Lufthansa Group and various sub companies the author will concern the business segment of passenger transport that is carried out by Lufthansa Passenger Airlines, in the following named Lufthansa. This business segment will be analysed for its integrated marketing communication strategy “Nonstop you” as part of the “7 to 2-our way forward” marketing program of Lufthansa Group.

This analysis of the current strategy will lead over to recommendation within the third part of the essay, by providing an additional concept that will be described by the SOSTAC model. Within six elements the author will illustrate a communication strategy for a new target group that creates a message and builds relationship between Lufthansa and the Generation Y.

II. Table of Content

I. Executive Summary

II. Table of Content

III. Figures

4. Integrated Marketing Communications

5. Marketing communication mix by the example of Lufthansa
5.1. Advertising
5.2. Public Relations
5.3. Sales Promotion
5.4. Personal selling
5.5. Direct marketing

6. SOSTAC and Recommendations
6.1. Situational Analysis
6.2. Objectives
6.3. Strategy
6.4. Tactic
6.5. Action
6.6. Control

VII. Reference List

VII.I. Books

VII.I. Online

VIII. Appendix

VIII.I. Appendix A: SWOT Analysis

• College: International Business School Nürnberg
• Grade: 1,3
• Author: Vanessa Kemme (Author)
• Publication Year: 2017
• Pages: 23
• Catalog Number: V426219
• ISBN (eBook): 9783668706187
• ISBN (Book): 9783668706194
• Language: English
• Tags: Marketing, Lufthansa, Marketing Communication, Markenkommunikation, Unternehmenskommunikation, Lufthansa AG, Marketing Strategy, Kommunikation, Marketingstrategie, SOSTAC, Marketing Communication Mix