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.
Table of Contents
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
Objectives and Topics
The primary objective of this work is to analyze Lufthansa’s integrated marketing communication (IMC) strategy and provide strategic recommendations for reaching the Generation Y target group using the SOSTAC planning model.
- Theoretical foundations of Integrated Marketing Communications (IMC).
- Evaluation of Lufthansa’s current marketing communication mix.
- Analysis of the airline industry environment via SWOT.
- Strategic application of the SOSTAC framework to optimize brand positioning.
- Focus on "bleisure" travel trends and digital engagement for Generation Y.
Excerpt from the Book
4. Integrated Marketing Communications
“Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer” (Kotler, 2003, cited in Percy, 2008, p. 8)
With this quote the marketing expert Philip Kotler outlines the versatility and profundity of integrated marketing communications (IMC). Therefore, it seems necessary to define IMC from its early beginnings to understand this profound concept, role and relations within the transformation from a company’s marketing tool to a management tool “from the view of the customer” (Kotler, 2003)
IMC was primary introduced as a marketing strategy in 1980, as a rapid development of mediums began to challenge the dominant role of advertising within marketing communication. (Kitchen, DePelsmacker, 2004, p.6) Thereby the American Association of Advertising Agencies (4 A’s) started IMC as “a concept of communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of disciplines […] and combines these disciplines to provide clarity, consistency and maximum communication impact.” (1989, cited in Percy, 2008, p. 5) At that time the 4 A’s realized the significance of general advertising, direct marketing, sales promotion and public relation for delivering a consistent message to the consumer. (Bdelage, 2014) Primary viewed as disparate functional activities, Schultz introduced an integrated approach to this concept as “the whole”.
Summary of Chapters
4. Integrated Marketing Communications: Defines the core concept of IMC, tracing its evolution from a functional marketing tool to a strategic, customer-centric management approach.
5. Marketing communication mix by the example of Lufthansa: Examines the specific tools—advertising, PR, sales promotion, personal selling, and direct marketing—employed by Lufthansa to build brand value.
6. SOSTAC and Recommendations: Applies the SOSTAC planning framework to evaluate Lufthansa's market performance and proposes a digital-first strategy to engage the Generation Y "bleisure" segment.
Keywords
Integrated Marketing Communications, IMC, Lufthansa, SOSTAC, Marketing Mix, Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Generation Y, Millennials, Bleisure, Brand Value, Consumer Relationship.
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on analyzing the Integrated Marketing Communications (IMC) strategy of Lufthansa and providing recommendations to align the company's communication with the needs of the modern Generation Y segment.
What are the primary themes discussed?
The core themes include the theoretical framework of IMC, the components of the marketing communication mix (advertising, PR, etc.), the current airline industry environment, and strategic digital communication planning.
What is the main objective of the analysis?
The goal is to apply the SOSTAC model to existing strategies, enabling Lufthansa to improve its competitive advantage and establish itself as a primary choice for Generation Y travelers.
Which scientific method is utilized?
The research relies on secondary literature review, current industry reports, and the application of established management models, specifically the SOSTAC framework and the communication-based marketing model.
What topics are covered in the main section?
The main part covers a detailed breakdown of Lufthansa's communication tools, an analysis of the current market challenges, and the development of a recommendation plan for future growth.
Which keywords define this work?
Key terms include Integrated Marketing Communications (IMC), Lufthansa, SOSTAC, Generation Y, Bleisure, and customer relationship management.
How does the "bleisure" trend influence the recommendations?
The author identifies "bleisure" (combining business and leisure) as a characteristic of Generation Y, recommending that Lufthansa integrates this trend into its targeting strategy to remain relevant.
Why is the SOSTAC model used for recommendations?
The SOSTAC model is chosen because it provides a comprehensive six-step framework—Situation, Objectives, Strategy, Tactic, Action, Control—that effectively structures the transition from tactical to strategic communication.
- Arbeit zitieren
- Vanessa Kemme (Autor:in), 2017, Strategic Integrated Marketing Communication, München, GRIN Verlag, https://www.grin.com/document/426219
