Analyze integrated marketing communication channels used by Nandos and how efficient they are
Today, the marketing communication environment has changed. Markets are shifting from mass marketing, with marketers developing focused marketing programs designed to engage customers and build customer relationships in micro-markets which are more narrowly defined. A number of factors are altering the world of marketing communication. The digital wireless age has totally changed the consumer, making him/ her more empowered with communication.
Today, consumers do not have to rely on information supplied by marketers, they can get their own information from social media, the Internet, and other technologies. Social media and other technologies have made it easy for consumers to connect with other consumers to discuss information related to brands of their interest. Consumers now have the potential to even create their own brand messages and experiences, and share them amongst themselves. In other words, today, consumers have the power to build or destroy a company’s image.
The report analyzed marketing communication with a focus on Integrated Marketing Communication (IMC). The AIDA marketing model was analyzed in terms of how an organization can use the different levels (Awareness, Interest, Desire, and Action) to improve the efficiency of their marketing communication. The author then analyzed the business environment Nando’s operates in, and its competitors, and compared their performance with that of Nando’s. The author then analyzed the IMC channels used by Nando’s and how effective they are, before coming up with a conclusion and recommendations for future growth.
Marketing communications: Integrated marketing communication channels used by Nando's Case Study
Key Learning Outcomes
- Understand the concept of integrated communication marketing, what it is, and its components
- Use the AIDA marketing model to assess a company's integrated marketing communication strategy
- Analyze a company's integrated marketing communication strategy and its effectiveness
- Understand how the external environment affects a company's marketing communication strategy
Founded in 1987 in South Africa, Nando’s has grown to become one of the biggest chain restaurants in the UK with over 400 stores in the UK alone. Despite the volatile market environment of the UK, Nando’s saw UK revenue rise by 7.9% to £779.4 million in 2019 while pre-tax profits increased to £96 million from £83.3 million the year before (Bourke 2019). The popularity of Nando’s among Britons saw the company reach the 1 billion mark in 2019 for the first time.
Through tactically integrating its marketing communication across different channels including YouTube, Audio, BVOD (Broadcaster Video-On-Demand), digital and social media among others, Nando’s has gained a lot of popularity, public awareness, and new customers, making it one of the most used brands in the UK today. As of today, Nando’s is the most visited restaurant in the UK.
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