Need an Integrated Marketing Communications Approach by UPS & Case Study

Need an Integrated Marketing Communications Approach by UPS & Promotional Objective - Case Study Example The researcher states that UPS was finding it tough to convince customers of its capabilities in this synchronized commerce market space. Hence, it felt the need for taking an integrated marketing communications approach to convey its new positioning. The promotional objective of this new repositioning strategy was to build a sort of bridge between its old perception by the customers and its desired positioning. This led UPS to change its logo, adopt the color brown in its logo and marketing campaigns and hiring a new advertising agency. The idea was to make consumers aware of the new business lines, invite calls from them and then convert those calls into business. UPS wanted different marketing strategies for different sets of audiences or stakeholders. Therefore, it segregated them into 4 different categories from the business point of view and consumers formed the fifth category. These categories exhibited characteristics which were distinct from each other. There were shipping d ecision makers in manufacturing firms while the people were widely distributed in service firms. There were small independent business owners on one side and senior business decision makers on the other. The needs of these 4 categories were unique and hence required to be dealt separately. It was not appropriate to use a single marketing campaign for these 4 different types of audiences. Hence, it made sense for UPS to take four different approaches to marketing. Brand recall rate is the degree to which a brand name is remembered by the consumers as belonging to a brand, product, service or company. Brand recall significantly increases the probability of a brand being preferred or bought by the customer. Before the marketing campaign with the use of Brown color, UPS faced a big issue of brand recall in categories other than package shipping and delivery. Hence, the main purpose of its marketing campaign was to make consumers aware of its product lines so that they can recall the bra nd name of UPS whenever that product line is talked about.