Intergrated Communication MBA assignment

1. MBA
INTEGRATED COMMUNICATION
BUS1704
Presented by : B. N. Weerasekera
Student ID : 19004682

2. INTERGRATED
MARKETING
COMMUNICATION

3. INTRODUCTION
• Discusses the integrated marketing communication
Strategies for Hayleys Group based on the internal and
external environment forces.
• Assess the influences from the stakeholders to the
Hayleys Group.
• Evaluate the pros and cons of existing marketing
strategies and communication methods based on the
requirements of the target market customers of Hayleys
Group.

4. SITUATION ANALYSIS
• Instability of government decisions and poor fiscal policy
with Sri Lanka government.
• Higher inflation rate reduces the purchasing power of the
people and higher interest rate limits the borrowing
power.
• People requirements are changing rapid with respect to
the changes in their perceptions and attitudes.

5. SITUATION ANALYSIS
• Development of technology environment factors simplify
the business operations and promote the online
marketing.
• Green business concept limits the negative implications
to the nature from business activities.
• Hayleys Group has to comply with the legal compliances
and conditions which are imposed by Sri Lanka Export
Board.

6. COMPETITIVE ANSLYSIS
• There is higher rivalry for Hayleys Group and operating
in an oligopoly market structure in Sri Lanka.
• Hayleys Group has protected their competitive position in
the market with proper customer relationship
management process.
• Business decisions of other competitors directly impact
to Hayleys Group and vise versa.

7. MARKETING MIX
• Competitive pricing strategy and change the prices of
products based on the purchasing power of the people.
• Hayleys Group consider on two types of pricing
strategies such as cost based pricing strategy and
premium pricing strategy.
• The main distribution method for the distribution of
export products among the target market customers is
direct marketing with the support of relevant country
representatives.

8. MARKETING MIX
• Hayleys Group has two types of marketing methods
such as offline marketing and online marketing.
• Online promotional activities are executed based on the
social media platform and email marketing techniques.
• Export products of Hayleys Group have been
determined and designed based on the requirements
and expectations.

9. SWOT ANALYSIS
• Strong brand reputation among the local and
international customers is considered as the main
strength to Hayleys Group.
• Hayleys Group has business connections with the multi-
destination portfolio and different locations in Sri Lanka.
• There is no proper follow up process to get the negative
or positive feedback from the customers.

10. SWOT ANALYSIS
• External environment is anticipated boom in Sri Lanka
and Maldives export industry after the end of covid-19
situation.
• Review the existing export industry in Sri Lanka the main
threat is covid-19 situation and it has stopped the export
industrial activities.
• Demographic changes in the profiles of travelers is
considered as another threat to ensure the effectiveness
of the overall export industrial services.

11. MARKETING OBJECTIVES
• Hayleys Group is to increase the annual revenue to LKR
100 billion from current LKR 75 billion within next three
years period.
• Increase the production capacity by 25% within next
three years periods.
• Increase the customer’s portfolio of Asian region by 10%
more within next two years period.
• Within next three years period it is expected to establish
new 20 countries representatives in different Europe
region countries.

12. MARKETING OBJECTIVES
• Increase the customer’s portfolio of Asian region by 10%
more within next two years period.
• Within next three years period it is expected to establish
new 20 countries representatives in different Europe
region countries.

13. MARKETING PROBLEMS
• Covid-19 situation has created barriers between
International clients to connect and maintain the
business relationships.
• Marketing activities of country representatives have
been stopped due to the Covid-19 situation.
• Lack of familiarity with offline marketing approaches by
young population.

14. MARKETING OPPORTUNITIES
• Increases the time consumption of the people to use the
social media.
• Increase of marketing demand for organic agricultural
products.
• Availability of customer relationship management
methods to get the customers’ feedback real time basis.

15. ANALYSIS ON EXISTING COMMUNICATION PLAN
• Hayleys Group is using both online and offline
marketing strategies to communicate with the
customers.
• Direct marketing with the support of countries
representatives is the main offline marketing approach
to communicate with international clients.
• Hayleys Group use online marketing methods such as
promotions through social media which have been
practicable applied to communicate and connect with
new and existing customers.

16. ANALYSIS ON EXISTING COMMUNICATION PLAN
• Recommend to allocate more financial resources and
time of Hayleys Group to execute the online marketing
strategies.
• Hayleys Group can involve in CSR activities of covid-19
situation which can be used as an indirect marketing
approach.

17. DEVELOPMENT OF COMMUNICATION PROGRAMS
• Marketing communication plan should be analyzing the
environment in local and international market to find out
the Strategies and approaches to identify most suitable
communication mode.
• Hayleys Group should develop the communication goals
which need to be addressed from the communication
plan.
• Marketing Communication plan should be developing in
the communication strategies.

18. DEVELOPMENT OF COMMUNICATION PROGRAMS
• Communication mix should be determined considering
the sales and marketing objectives of the Hayleys Group
and future strategic plan.
• Marketing communication activities should be
implemented considering the resource allocation and
timeline scheduling to achieve the objectives of
marketing communication.
• Performing the variance analysis compare in the
expected outcome and actual outcome of the marketing
communication process.

19. CROSS FUNCTIONAL RELATIONSHIP TECHNIQUES
• Corporate management strategies and functional
management strategies of Hayleys Group should be
planned and executed based on the legal compliance
requirements of Sri Lanka Export Board.
• Branding activities of Hayleys Group are executed with
the support of event management companies in Sri
Lanka.
• Take appropriate actions to settle the outstanding
payments for respective event management suppliers to
ensure the proper business relationships.

20. CROSS FUNCTIONAL RELATIONSHIP TECHNIQUES
• Financial resource management should be performed
with the directions of bankers and financial institutions.
• Raw materials suppliers related relationship
management is important the ensure the continuation of
the business process.

21. CONCLUSION
• Marketing communication activities and functions of
Hayleys Group should be planned and executed with
proper understanding on social environment and
economic environment behavior in international market.
• Integrated Marketing Communication plan for Hayleys
Group it is recommended to use the existing strengths
and opportunities.

22. RECOMMENDATIONS
• Recommend to link the new technology with the
marketing communication process.
• Integrate the communication strategies with the change
management strategies to update the communication
plan with respect to the changes in the environmental
factors.

23. REFERENCES
• Bormane, Santa & Šķiltere, Daina. (2018). Integrated
Marketing Communication as a Business Management
Tool in the Context of Sustainable Development. Open
Economics. 1. 115-123. 10.1515/openec-2018-0005.
• Camilleri, Mark. (2017). Integrated Marketing
Communications. 10.1007/978-3-319-49849-2_5.
• Embuldeniya, Apeksha & Rajapaksha, Waneesha.
(2015). The Significance of Export industrial in Sri
Lankan Economy. 1. 25 - 37.
• Fernando, Sriyantha & Bandara, Jayatillake & Smith,
Christine. (2015). Export industrial in Sri Lanka.
10.13140/RG.2.1.4802.1200.