Mm578

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MM578 Video Case Study |

UPS |

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3/10/2012 |

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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?

When UPS changed its image in the market, it led UPS to pursue an integrated marketing communications approach. Because it was important for the market to know that, their business is a leading edge company, which can do more than just delivering small packages. The approach of the integrated market communication is making sure to deliver a consistent brand message across all relevant media and events as well as creating a bridge or channel of communication between both the customer and the company. For example, UPS can use the communication process and its six elements: source, message, channel of communication, receiver, and the processes of encoding and decoding to make sure that the message(s) are deliver across all relevant media and events.

The promotional objectives as it repositioned itself in the "synchronized commerce" market space was marketing communications plan that help define the concept of synchronized commerce which was getting the potential business from the core market. Working on the synchronized commerce market space was a good opportunity for UPS to adjust its own shape in the market as well as be known as “A Leading Company” and not only in packaging but in benefiting other solutions to anyone and all business. To position UPS company in a different style there were different approaches used which included Executive talking to the employees, US advertising program worldwide, business print –trade print , radio on a local market engage the consumer audience as well as front office type of audience. UPS used all these approaches for the integrated marketing communication, which took every aspect of business into consideration.

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