Betony Artwork Integrated Communications Campaign Strategy

¶ … 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 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.