Integrated marketing communication Assignment Example | Topics and Well Written Essays - 750 words

Integrated marketing communication - Assignment Example She also needs to know whether the products and brand are too expensive or whether some are too cheap that they appear not to be of good quality. Such information can be used to increase stocking of the products and brands in various joints, improve pricing and the quality of the products and brands. The types of data the distributorship should collect about business customers include the information on how many business customers, for instance restaurants and drinking establishments, prominently display her products, whether the business customers give her products a good, fair or poor shelf space in off-sale outlets or whether they stock it at all. She can use this information to build a bond with the business customers to help increase the sales of Aheuser-Busch brands. This information can also be used to create a new link with business customers that do not stock Aheuser-Busch brands in their shelves to make them start selling the brand. It can also help her convince the business customers to give a good or fair shelf space in off-sale outlets by coming to an agreeable business terms with them (Clow & Baack, 2012). The distributorship can build frequency or loyalty program in the area. In this scenario, effective frequency will work rather than loyalty because there are many competitors and building loyalty would be difficult. A frequency will work in the sense that the distributorship will advertise the brand over a period of time in a platform of choice before a response is made. The distributorship can do this after collecting data on individual customers and business customers. The brand is not popular like other brands like Heineken and frequency will advertise the brand more. The sales approach that should be used for various businesses by the sales staff that sells Anheuser-Busch products is the networker approach. This approach is where the sales