scholarly journals THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE DEMAND OF SUSTAINABLE PRODUCTS AT LATVIAN FOOD RETAIL CHAINS

2018 ◽  
Vol 6 ◽  
pp. 441-447
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Nutritional Value ◽  
Raw Materials ◽  
Marketing Communications ◽  
Economic Research ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Food Retail ◽  
Research Survey ◽  
Sustainable Products ◽  
Retail Chains

Research background: There are a number of product-related tools subject to regulation by state authorities and controlled by subordinate authorities. From the viewpoint of sustainable development, novelties in the legislation, government regulations and other regulatory enactments would enable the state to not only enhance the assortment of sustainable products at food retail chains, but also to raise the awareness of consumers, thus also triggering changes in demand for sustainable (ecological, environment-friendly, high-quality) products. Consumers lack information on the characteristics of the products purchased; they are not knowledgeable about the nutritional value, packaging, raw materials, their impact on human health and environment, re-use and recycling possibilities etc. For instance, the labelling of products may serve not only as a tool of integrated marketing communications drawing the consumers' attention and inciting a purchase, but also – through the information it carries – improve the consumers' knowledge on the product, its nutritional value, use and utilisation. Based on the national legislation and focusing on product-related tools, food retail chains in communication with their consumers may promote and boost the sales of ecological products. The purpose of this article is to assess the influence of product-related tools of integrated marketing communications on product demand at Latvian food retail chains. The subject of the research are product-related IMC tools; and the object of the research are Latvian food retail chains. The research makes use of the results of the study conducted by the authors in 2017. The authors used company data and surveyed leading specialists at Latvian food retail chains. In order to accomplish the goal and objectives, the authors used the following quantitative and qualitative methods of economic research – survey, comparison, and grouping. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. The authors conducted an assessment, a market investigation, a comparative analysis, held a survey, and used the MS Excel software for data processing and analysis. The findings of the research confirmed the hypothesis that the product-related tools of integrated marketing communications foster demand for sustainable products and, consequently, assortment at retail chains. The results of the research are of both theoretical and practical value.

scholarly journals CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

2018 ◽  
Vol 6 ◽  
pp. 478
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Conceptual Model ◽  
Marketing Communications ◽  
Retail Sector ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Food Retail ◽  
Product Consumption ◽  
Retail Chains

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.

scholarly journals PRICE AS AN INTEGRATED MARKETING COMMUNICATION TOOL IN PROMOTING THE CONSUMPTION OF SUSTAINABLE PRODUCTS

2018 ◽  
Vol 6 ◽  
pp. 62-68
Author(s):  
Santa Bormane
Keyword(s):  
Economic Research ◽  
Marketing Communication ◽  
Communication Tool ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Food Retail ◽  
Price Changes ◽  
Research Survey ◽  
Sustainable Products ◽  
Sustainable Marketing

There are favourable conditions for the development of sustainable marketing in Latvia. In order to take advantage of this, businesses need to conduct market research on the need and demand for sustainable products and draw up a marketing strategy encompassing all the marketing mix elements serving the People, Planet, and Profit. Businesses need to create a well-thought approach, a sustainable product assortment and promotion and selling activities in line with sustainability conditions. The consumers of nowadays are very sensitive to any price changes, and businesses may use price changes as an IMC (integrated marketing communication) tool in communication with their consumers to help not only sell or promote new products, but also boost the sales of healthy, ecological, domestic manufactured products.The goal of the research is to study and assess the role of price as an integrated marketing communication tool for sustainability in the context of demand. The subject of the research is price as a set of IMC tools, and the object of research are the price tools for the sustainable development of food retail chains.In order to accomplish the goal and objectives of the research, the author used the results of previous studies and the following quantitative and qualitative methods of economic research: survey, comparison, and grouping. The research is based on scientific papers published by Latvian and foreign scholars, general and scientific literature, and periodicals. Within the research there an assessment was conducted, a market investigation, a comparative analysis, as well as a survey of leading specialists from Latvian food retail chains, with the MS Excel software used for data processing and analysis.The research confirmed the hypothesis that price changes as an IMC tool and the use therefore may positively affect the buyer’s market behaviour and foster the consumption of sustainable, ecological, domestic manufactured products. The results of the research are of both theoretical and practical value.

scholarly journals INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS

2018 ◽  
Vol 6 ◽  
pp. 80
Author(s):  
Santa Bormane
Keyword(s):  
Sustainable Development ◽  
Social Needs ◽  
Green Economy ◽  
Marketing Communications ◽  
Retail Sector ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Sustainable Business ◽  
Food Retail ◽  
Retail Chains

Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value. 

scholarly journals Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development

2018 ◽  
Vol 1 (1) ◽  
pp. 115-123
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Sustainable Development ◽  
Nutritional Value ◽  
Business Management ◽  
Management Tool ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Sustainable Business ◽  
Food Retail ◽  
Retail Chains ◽  
The Impact

AbstractThe problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the research is Latvian food retail chains, and the subject of the research is the use of IMC for sustainable development. The authors in 2017 surveyed leading specialists from food retail chains. The research confirmed the hypothesis that IMC for sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the authors have drawn up a conceptual model of IMC for sustainable business development, and the results of the research are of both theoretical and practical value.

scholarly journals Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania

2020 ◽  
Vol 16 (4) ◽  
pp. 37-47
Author(s):  
Vilma Tamulienė ◽  
Aušra Rašimaitė ◽  
Živilė Tunčikienė
Keyword(s):  
Brand Loyalty ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Consumer Loyalty ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Retail Chain ◽  
Retail Chains ◽  
The Impact

In Lithuania, there is an intense competition happening between large retail chains for consumer loyalty. The research investigates the impact of retail chain brand factors and integrated marketing communication on retail brand loyalty. Two main brand outcomes are established for the study, i.e., retail brand factor and retail brand loyalty. For the retail brand factor five largest food and non-food retail chains in Lithuania: Maxima, Lidl, Rimi, Iki, and Norfa are selected. The relationships between integrated marketing communications (IMC), brand factors, and retail brand loyalty are examined. An online survey questionnaire was used to collect data from 272 consumers. For data analysis, statistical, mathematical methods such as correlation and regression analysis were applied. The research results revealed a statistically significant impact of retail brand identifiers and integrated marketing communication regarding consumers’ behavior to the retail brand chains’ choice. Regression is statistically significant and the coefficient of determination R2 is more than > 0.20, and the ANOVA p-value is less than 0.05, and a non-standardized coefficient of impact (non-standard β-coefficient) In terms of IMC tool impact on retail brand Maxima = 0.682, Lidl = 0.663, Rimi = 0.522, Iki = 0.469, Norfa = 0.540. The impact of the retail brand Maxima on customers’ retail brand loyalty is 0.961; Lidl is 0.882; Rimi is 0.824; Iki is 0.780; Norfa is 0.836, the impact of retail brand IMC tools on customers’ retail brand loyalty perceived values is Maxima = 0.721; Lidl = 0.558; Rimi = 0.737; Iki = 0.465; Norfa = 0.715.The paper’s value is reflected by identifying factors affecting consumer loyalty to retail chain brands through IMC in the retail market in Lithuania. Retailers should consider these factors as they impact consumer decisions to stay in a long-term relationship with them.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

Bridging the Gap in IMC Education: Where is the Academy Falling Short?

2009 ◽  
Vol 13 (1) ◽  
pp. 73-81 ◽  
Author(s):  
Andrea J.S. Stanaland ◽  
Amanda E. Helm ◽  
Lance Kinney
Keyword(s):  
Planning Process ◽  
Holistic Approach ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Power Shifts ◽  
Media Type ◽  
Strategic Goals ◽  
Client Side

Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008

Co-creating value and developing social capital: Centre of Science for Villages (CSV), Wardha

2017 ◽  
Vol 7 (3) ◽  
pp. 1-22 ◽  
Author(s):  
Anagha Shukre ◽  
Naresh Verma
Keyword(s):  
Social Capital ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Opinion Leaders ◽  
Marketing Communications ◽  
Innovative Technology ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Rural Markets

Subject area Marketing management, consumer behaviour, rural marketing and integrated marketing communications. Study level/applicability The case is for the use of undergraduate and also postgraduate students of management in courses of marketing management, consumer behaviour, rural marketing and integrated marketing communications. This case may also be used in human resources’ management course lectures which focus on social capital. Case overview This case on the Centre of Science for Villages (CSV), Wardha, attempts to identify how value can be co-created through innovative technology and how social capital can be developed for rural markets through the use of integrated marketing communications tools, particularly word-of-mouth and the influence of opinion leaders. Effective campaigns can be designed for the target audience based on the 3A framework (Awareness, Adoption and Addition of Value) and McGuire’s Model of Persuasion. The CSV has been typically chosen for the study because its products are unique, innovative and eco-friendly and blend well with the rural lives. It has been able to enrich the lives of rural population by generating employment and in creating entrepreneurial opportunities. The biggest challenge, however, lies in educating rural consumers to accept and adopt its innovative technology in their daily lives. Expected learning outcomes The case study has been written to enable students to understand the concepts of value co-creation and social capital in the context of Indian rural markets. The students will learn the dynamics of rural markets by pondering over these points: understand the concept of value co-creation for rural markets; comprehend the creation of social ecology for managing knowledge in an organisation; identify the development and role of social capital and use it as a promotional tool, particularly word-of-mouth and opinion leaders(reference groups); recommend the use of different marketing mix variables for an organisation, operating in rural markets; and connote designing of effective campaigns for the target audience, based on the 3A framework and the Persuasion Model (6 steps) suggested by McGuire. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

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