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Question: Briefly discuss how IMC has been utilised well using 2 Australian Organisations of your choice. Answer: Integrated Marketing Communications, often abbreviated as IMC, basically is the integration of all forms of marketing tools and communications, which are linked together carefully, for promoting a brand. It also ensures that all the tools are working together maintaining harmony among themselves (Belch et al., 2014). The essay throws light on the role of Integrated Marketing Communications in the overall marketing and business strategy. It refers to the integration of all methods of promotion of a brand or a specific product and service among the target customers. In IMC, marketing communication of all sorts work together, in order to increase the sales and cost effectiveness. The essay discusses about the definition of Integrated Marketing Communication or IMC, how it has been utilized well by two Australian organizations; Coles Supermarkets and Woolworths Supermarkets, its significant role in overall marketing and business strategy, its application and how it has worked for the organizations. Integrated Marketing Communications or IMC can be defined as the integration of all marketing methods in order to promote a particular brand and its products or services by using various marketing communications and messages. The marketing tools are public relations, sales promotion, direct marketing, advertising, digital marketing which includes social media, personal selling and others (Yeshin, 2012). One of the major supermarkets in Australia is the Coles Supermarkets, which was founded in the year 1914. Presently, it has over 100,000 employees and covers the maximum percentage of the market in Australia. It has been highly regarded part of Australian life and much loved by most of the Australian people. Coles has utilized IMC in a huge way for its marketing purpose (Coles.com.au 2017). The company has over seven hundred and forty one operating stores. It markets its products by offering discount coupons to its customers, loyalty program points for the regular ones, holds campaigns like, Apple for Students for promoting Apple laptops and accessories, Sports for Schools and lot more in order to gain a huge consumer base. The main aim of the company is to give the Australian people the best shopping experience (Blakeman, 2014). Coles has started online delivery system to reach the international markets, which is a success. Customers can view the product and order anytime, anywhere. It has achieved more than 25 percent growth. Digital marketing is also done to dominate the international market, with special offers and discounts depending on its target customers (Keith, 2012). Founded in the year 1924, Woolworths Supermarkets presently has over 111,000 employees and covers the maximum percentage of the market in Australia. Like Coles, it is also very famous among the Australians and much loved by most of the people. Woolworths has also used IMC in a huge way for its marketing purpose (Woolworths.com.au. 2017). Recently, Woolworths has launched its new campaign titled, Always at Woolworths and has invested million dollars in it, which is aired on all the media platforms. It has started online delivery system to reach the international markets, which is a success. Customers can view the product and order anytime, anywhere (Keith, 2012). It has achieved a huge percentage of market growth. Moreover, they have reward programs and special offers for their target customers. Digital marketing is done through various social media platforms to dominate the international market, with special offers and discounts depending on its target customers (Blakeman, 2014). IMC has various components which are discussed here. Firstly, market research is a very important factor in this. It requires detailed analysis of both the brand or its product and the target market for the brand as well. The marketer needs to know the demands, expectations and desires of the target consumers. Moreover, it is important to keep a check on the competitors activities and promotional strategies (Blakeman, 2014). Secondly, a marketer must have a vision of a product before designing it. For instance, if an organizations products are eco friendly, then the marketing should be done in relation to that, promoting clean and green world. Thirdly, the focus should be on the brand as it represents the corporate identity of an organization. Moreover, marketer needs to focus on the consumer experience, that is, what the consumers feel about a particular brand or a product (Percy, 2014). Fourthly, the marketers need to integrate various communication and promotional tools for market ing. Communication tools include advertising, selling directly, promotions through social platforms like Facebook, instagram, twitter and more. Promotional tools include personal selling, trade promotions and more. IMC plays a very important role in overall marketing and business strategy (Yeshin, 2012). To conclude, Integrated Marketing Communications has helped many organizations to reach the International market. With the help of the digital media, marketing has become very easy and cost effective. It has helped in dominating the International market along with several campaigns. Coles and Woolworths Supermarkets have significantly used all the marketing devices to market their brand value to reach the maximum number of consumers. Hence, IMC enables all sorts of marketing tools to work together maintaining peace and harmony, to promote a specific brand or product to effectively reach the maximum target consumers. References Belch, G. E., Belch, M. A., Kerr, G. F., Powell, I. (2014).Advertising: An integrated marketing communication perspective. McGraw-Hill Education. Blakeman, R. (2014).Integrated marketing communication: creative strategy from idea to implementation. Rowman Littlefield. Coles.com.au (2017). Retrieved 7 August 2017, from https://www.coles.com.au/ Keith, S. (2012). Coles, Woolworths and the local.Locale: The Australasian-Pacific Journal of Regional Food Studies,2, 47-81. Percy, L. (2014).Strategic integrated marketing communications. Routledge. Woolworths.com.au. (2017). Retrieved 10 August 2017, from https://www.woolworths.com.au/ Yeshin, T. (2012).Integrated marketing communications. Routledge