Cns Case Study

1. What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the "synchronized commerce" marketspace?

An integrated marketing communications approach, as defined on businessdictionary.com by the American Association of Advertising Agencies as “…recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.” UPS was led in the direction of an IMC due to a need to make consumers aware of their capability to do more than just small package delivery. Therefore, UPS found themselves in a situation where they had to change their image and utilizing all of their resources through an IMC approach created a channel of communication from the company to the consumer.

The promotional objective as it repositioned itself in the “synchronized commerce” marketspace was to attract business from its core market. The channel communication then connects UPS previous image of small package delivery to all the new services they now offered. Some of the additional services being offered by UPS were inventory management, printing labels, order pickups, transportation services in addition to tracking shipments, which are all needs of consumers and small businesses.

2. Why was it logical for UPS to have four different marketing approaches?

Utilizing four different marketing approaches was the most logical approach for UPS because the wide range of services being offered catered to different consumer segments. By creating tailored messaging for each consumer segment to their identified needs and adding the common thread of the color brown, they illustrated the “synchronized commerce” concept.

3. How important is a brand recall rate of 97% to 98% for UPS? What challenges does such a brand...