¶ … Integrated Communications Strategy Organizational Overview

• Betony Artwork focuses on art object and artistic creation that include tangible and non-tangible art products.

• Our work also deals with sculpture and painting specifically to enhance aesthetic appeal.

• We also focus on interior design for individuals private and public organizations.

• Moreover, we focus on comprehensive consulting interior design services that include furniture design, decorating fabric as well as office and home accessories services.

• Variety of services that we offer makes increasing number of people to appreciate the work of art that we offer, which makes our company to enjoy market advantages.

Market Analysis

• Betony Artwork has built a defined target market and this has formed the basis of our business.

• Effective marketing combined with product offering is critical for market demand and future profitability.

• Increase in American population has contributed to the increase in market growth of people.

• Moreover, increase in the standard of living of the U.S. households has also contributed to the increase in the market demand of the artwork.

• Despite the increase in the demand for the artwork in the United States, Betony is still facing a stiff competition an artwork business environment.

Competitive Environment

• Competition of the artwork is strong . The

competitors include home-based interior designers, artists, prestigious architects and professional architects.

• Interior Designers are part of the main competitors

our company, and interior designers' charge is based on cost per yard.

• Some of our competitors also include the catalogue designers.

• Moreover, window designers, decorator fabric and office decorators are other competitors of our company.

Integrated Marketing

• The competitions that Betony Artwork faces make the paper to design an integrated communication strategy to assist the company enhancing competitive market advantages.

• The traditional channel of advertisement such as print media, radio, and television have been designed to reach large number of population.

• However, the non-traditional channel of advertisement such as internet, FaceBook, telemarketing, and social media are also increasingly popular among the younger generation.

• Using both traditional and non-traditional channel of advertisement, Betony Artwork will be able to reach

Integrated Communications Strategy

• ICS (integrated communications strategy) is the combination of various communication tools such as traditional advertising, and public relations to reach the target audience to achieve organizational communication objectives

• ICS (integrated communications strategy) is designed to assist organization to communicate effectively with stakeholders to meet organizational objectives.

• ICS is also to demonstrate to the stakeholders the success of our work.

• Cost effective packaging is one of the strategies that our company will employ to assist in enhancing effective packaging, distribution and shipping.

• The company also keep costs low as much as possible to provide innovative and stylish product for our products.

• Betony Artwork integrated communication strategy marketing solution is to reach large number of potential customer.

SWOT Analysis

• Betony Artwork has a strong brand image and brand mission that contribute to the company marketing success.

• However, Betony is facing market challenges because of the dwindle economic problems of the past economic problems of the United States.

• The SWOT analysis reveals the strengths, weakness, opportunities and threats that the company is currently facing within a business environment.

• The results of the analysis will assist the company to target required customer to design effective marketing campaign.

SWOT Analysis Contn.

Strengths

• The strengths of Betony Artwork is as follows:

• Strong brand personality and identity that assist Betony

Artwork to enjoy market advantages.

• Product diversity, integration and customization among product lines.

• Cost effective products making the company to attract increasing number of customer .

• Strong company value.

• Positive reputation among its customers.

• Strong, dedicated leadership that assists in delivering high quality art work for customer.

• Pool of talented and skilled workforce.

SWOT Analysis Contn.

Weaknesses

• Betony Artwork is currently facing challenges in achieving global presence.

• Poor deliver service.

• Facing challenges to raise funds from pubic to increase its investments.

• Lack of effective marketing and promotion materials to gain more publicity.

• The company has not been able to develop a global brand image.

• Minimal marketing budget

SWOT Analysis Contn.

Opportunities

• Increase in demand for artwork with improvement in national economy.

• The social networking assists in more popularity of artworks.

• Online marketing assists in enhancing global focus of the company product.

• Increase in number of software product that assists the company designing high quality artwork at lower costs.

• Online business environment has assisted our company increasing the global artwork demand.

SWOT Analysis Contn.

Threats

• Increased...

ncreased in the competitive environment from both national and international competitors.
• The presence of internet has made the company to face intense competition from both national and international artwork companies.

• Continued price pressure because of the increased of competitive environment leading to reduction in contribution margins.

• Dramatic changes in design in styles, and colors can present challenges in achieving required target customer base.

• Expansion of discount stores that offer low price for artworks is making our company to face price war with other companies offering artworks.

Attitude Current Customers

• Findings reveal that Betony Artwork is facing stiff competitions in a business environment.

• The competitions that the company is facing is making some customers to consider switching to other companies offerring low priced artwork product.

• Increasing numbers of customers prefer buying artworks at affordable low price.

• Attitude of the customers towards low priced artwork will require Betony to differentiate its product in order to achieve competitive market advantges.

Pricing Objectives

• Based on the information collected o, competitive business environment and current attitude of customer, the presentation provides the following pricing objetives:

• Increase of online traffic by 10% in 12 months .

• Increase in-store foot traffic by 5% in 12 months.

• Increase the company awareness and target market by more than one million people within 12 months.

• Increase sales by 15% in 12 months .

• Increase the sales from returning customers by 15%

within 12 months .

• Increase the number of customer associated to our customizable artworks by 10% within 12 months.

Pricing Strategy

• Based on the information collected on competitive business environment and current attitude of customer.

• The pricing strategies is to create low priced, customizable artworks that fits the needs of all our customer and meet the artistic tastes of our customers.

• Our pricing strategy is based on providing high quality product at affordable price compared to price being offered by our competitors.

• Moreover, we will deliver our product to meet the price need of our customer.

• The company will design different artworks using different quality and different prices to meet the needs of our customer no matter their income level.

Pricing Strategy Contn.

• Discount pricing is another pricing strategy that our company will offer to attract our customer.

• Discount pricing is the strategy of offering reduced price to certain category of customer.

• For example, our company will offer reduced price to customer intending to purchase high priced artworks.

• Our company will also use price discrimination as price strategy, where the company will offer the prices based on different classes such as income levels, ages

Pricing Strategy Contn

• We will also use penetration pricing as our pricing strategy.

• Our penetration pricing is to set the price of our products and services artificially low to gain market shares.

• One we have achieved the market shares, we will increase the price.

• The Sky TV and France Telecom use this strategy.

• Once the companies have achieved the target number of subscribers, they increase the price.

• We will use this approach and move from penetration pricing to premium pricing approach.

Pricing Strategy

• Promotional pricing will also be used to attract customer.

• The promotional pricing will be offered for • limited time to increase number of customer.

• The promotion pricing is a reduced price to make increasing number of customer switch to our company.

• The promotional pricing will increase the awareness of number of customers.

Reasons for Implementing

Pricing Strategy

• Our pricing strategy is to increase our awareness within the national and international market environments.

• The pricing strategy is also to reach large number of customer of all ages .

• The pricing strategy is also increase our customer base in all the states that we are operating.

• Increase our brand awareness and image.

Reasons for Implementing Pricing Strategy

• Our pricing strategy is also to make our customer think that we are offering high quality product at low price.

• To increase the shopping experience of our customer because our pricing strategy is to match the taste of customer to our artworks.

• The pricing strategy will assist customers to customize their product based on the product prices.

Reasons for Implementing Pricing Strategy Contn.

• The pricing strategy is also to increase sales to increase our revenue

• To increase the number of customer visiting our online stores.

• Diminish the negative calls that our company receive from customer.

• Increase customer retention and growth.

• To make our product differentiated in the eyes of our customers.

Conclusion

The presentation creates this campaign to increase the market pentration for our company.

The campaign uses the SWOT analysis to identify the strengths, weakness, opportunities and strengths of our company.

The outcome of the SWOT analysis shows that our company is facing still competition.

The paper uses different pricing strategies to assist our company to achieve competitive market advantages.