ASSIGNMENT FRONT SHEET

Student Name: VIKASH KUMAR

Certification: I certify that this work is the result of my effort and that all quotations from
books, periodicals etc. have been acknowledged.

Date: 30.04.2023
Student Signature:
Student Registration Number: S22012433
Student email address: S22012433@mail.glyndwr.ac.uk & vikashkumar10111988@gmail.com

Programme : MBA Level : 7

Academic Year : Carousel Delivery
Module title : Integrated Communications Assignment no : 3
Module code: ONL704 Word guide: 1500
Percentage Weighting of this assignment for the module: 100%
Issue date :
Lecturer : Second marker :

Notes for students:

1. Electronic copy of assignment must be submitted through Turnitin.
2. 10% of marks are awarded for satisfactory use of language and/or good presentation.
3. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is
required. Note that all referenced work should be obtained from credible sources.
4. Students should ensure that they comply with Glyndwr University’s plagiarism policy.
5. Students should make correct use of the Harvard referencing method.

Learning Outcomes Tested in this Assignment:

1. Present critical insights of the components of the marketing communications mix and brand management.
2. Design and evaluate an integrated marketing communications mix
3. Identify appropriate techniques and resources to build cross functional relationships.
4. Critically evaluate communications role in delivering value to a range of stakeholders.

Overall Comment:

Mark (%)
 Would students please note that achievement of the learning outcomes for this assessment is
demonstrated against the assessment criteria shown below (which are not necessarily weighted equally).
All marks/grades remain indicative until they have been considered and confirmed by the Assessment
Board
Mar
Mark
Assessment Criteria over the three assessments ks
s Awarded
Available
Undertake a critical review of your chosen organisation’s current
1 approach to integrated communications received by a range of 35
stakeholders, identifying the relevant components.
Present critical insights of the components of the marketing
2 communications mix and brand management and design and 45
evaluate an integrated marketing communications mix.

Identify appropriate techniques and resources to build cross

3 functional relationships and critically evaluate communications 20
role in delivering value to a range of stakeholders.

Harvard referencing principles are applied throughout the

submission in the correct manner. Authentic and academic
5 sources have been utilised to support each section of the work 05
Omitting to reference correctly reduces work to a descriptive
level only and is not satisfactory for post-graduate submissions.

The work is presented to a professional and business-like

standard and incorporates an introduction and summary. Each
6 section is clearly identified with a sub-heading and there is a brief 10
introduction and summary/conclusion. International business
English that is correctly structured is expected.

Additional Comments from Second marker or External Examiner (if required) :

 Assignment 2 Report
Integrated Communications (ONL704)

Reckitt Marketing Communication Plan

Student ID : S22012433
Student Name : Vikash Kumar
Date : 30.04.2023
Table of Contents
Introduction..........................................................................................................................5
Marketing Communications Plan........................................................................................5
Objective..........................................................................................................................5
Target Audience...............................................................................................................5
Communication Tools.........................................................................................................5
Social Media................................................................................................................6
Email Marketing..............................................................................................................6
Content Marketing...........................................................................................................6
Search Engine Optimisation............................................................................................6
Influencer Marketing.......................................................................................................6
Public Relations (PR)......................................................................................................7
Budget..................................................................................................................................7
Marketing Communications Plan Budget for Reckitt.........................................................7
Timeline...............................................................................................................................8
Gantt Chart...................................................................................................................8
Evaluation............................................................................................................................9
Conclusion...........................................................................................................................9
References..........................................................................................................................10
Introduction

Reckitt Benckiser, a vital consumer products firm, is the subject of this report’s analysis
of communication strategy. This report focuses on the efficient use of communication channels
and offers suggestions for improving the company's marketing communication plan. In order to
create a successful marketing communications plan, this report tries to assess the benefits and
drawbacks of Reckitt's communication strategy. The report also provides the communication tool
with a budget, timeline and evaluation of the marketing communication plan. Furthermore, the
report provides recommendations for improving Reckitt's marketing communications approach
for future profit efficiency in the company's online presence.

Marketing Communications Plan

Objective

This marketing communications strategy aims to increase Reckitt's social media visibility
and produce marketing campaigns targeted at particular consumer groups. The plan's aim is to
promote client interaction, foster a closer relationship with clients on social media, and improve
direct marketing for the business. Additionally, the strategy aims to effectively communicate
Reckitt's message and the advantages of its goods and services across all media channels.

Target Audience

Reckitt's consumer goods and services target audiences include present and potential
customers (Khan et al., 2021). This includes people of all genders and ages who are enthusiastic
about personal care, wellness, and health items (Dewhurst and FitzPatrick, 2022). The campaign
primarily targets consumer demographics like parents, pet owners, and environmentally-minded
people. Additionally, the plan aims to interact with social media users who are most likely to be
interested in Reckitt's online content. The target audience consists of a variety of people who are
interested in high-quality, effective, and environmentally friendly consumer goods and services.

Communication Tools

There are several different communication channels in the digital age that can be used to
successfully contact and engage clients (Kuptsova et al., 2021). To improve Reckitt's marketing
communications strategy and increase consumer engagement, Reckitt can use several
communication techniques (Curtis et al., 2020). The communication tools that Reckitt needs to
use to strengthen its communication strategy will be defined below.
Social Media

According to Salim et al. (2020), Reckitt's primary medium for communication is social
media. For the purpose of promoting goods and services, building brand recognition, and
establishing connections with clients, Facebook, Instagram, Twitter, and LinkedIn are crucial
(Rėklaitis and Pilelienė, 2019). Reckitt should place a high priority on building a solid online
presence by consistently providing helpful information, answering consumer questions, and
corresponding with customers via likes, comments, and shares on social media. Reckitt can build
a clientele whose members are more likely to promote the business (Juska, 2021).

Email Marketing

Reckitt has access to an additional channel of communication thanks to email marketing

(Percy, 2023). Email marketing is a powerful tool for communicating with customers and
promoting goods. Reckitt may create tailored email marketing based on consumer choices, past
purchases, and demographic data (Adeola et al., 2020). Customers will receive tailored
messaging, increasing the possibility that they will make a purchase. Customers' engagement and
loyalty can be further boosted by email sending them exclusive deals, discounts, and new
product releases (Muhammedrisaevna et al., 2020).

Content Marketing

Reckitt can draw in and keep customers through content marketing, social media, and
email marketing (Strycharz et al., 2019). Reckitt can give its customers important information
about its products and services by creating valuable and high-quality content, such as blog posts,
videos, and infographics. This might be an excellent way to win customers' confidence and trust,
which would boost sales and brand loyalty (Khan et al., 2021).

Search Engine Optimisation

Reckitt can also use search engine optimisation (SEO) to raise website traffic and its
online presence. Modifying a website's code and content to elevate it in search engine rankings is
known as SEO (Dewhurst and FitzPatrick, 2022). By using relevant keywords, producing high-
quality content, and improving website performance and functionality, Reckitt can raise its
online visibility and get more people to its website (Kuptsova et al., 2021).

Influencer Marketing
Reckitt could use influencer marketing as an extra communication tactic (Salim et al.,
2020). Working with social media influencers with sizable followings who can market Reckitt's
goods and services to their respective audiences is known as influencer marketing. Reckitt can
grow its audience and raise brand awareness by interacting with relevant influencers (Curtis et
al., 2020).
Public Relations (PR)
PR could improve Reckitt in building the reputation of its brand and promoting its goods
and services (Rėklaitis and Pilelienė, 2019). In order to spread good company news, PR activities
include writing and distributing press releases, planning events, and working with the media.
With the help of this, Reckitt can improve how consumers see its brand and gain their trust and
respect (Juska, 2021).

Budget
Marketing Communications Plan Budget for Reckitt
Social Media Advertising: £50,000
Email Marketing: £20,000
Content Marketing: £30,000
Search Engine Optimisation: £15,000
Influencer Marketing: £25,000
Public Relations: £40,000
Total Budget: £180,000

The target audience will be engaged through the usage of communication channels
according to Reckitt's marketing communication plan, which has a budget. In order to create a
comprehensive strategy that enables the organisation to reach clients via a range of channels, the
budget is distributed over several communication channels.
A maximum budget of £50,000 has been allotted because social media advertising has
such a vast potential to produce impressions, engagements, and conversions. Because it excels at
targeting a particular audience based on their demographics, interests, and behaviours, this
channel is a fantastic choice for Reckitt's communication strategy (Percy, 2023). Although it
costs £20,000, email marketing is seen negatively even though it is a more economical way to
interact with customers and promote products. The budget is enough to provide exciting email
content that will boost open and click-through rates, two critical measures of email marketing
campaigns' effectiveness.
Similarly to that, £30,000 has been set aside for content marketing, enabling the
production of interesting, educational, and high-quality content that will boost website traffic and
brand recognition. Additionally, £15,000 has been set aside for SEO, which will improve website
visibility and search engine rankings. Additionally, a budget of £25,000 has been set aside for
influencer marketing, allowing Reckitt to work with a number of well-known local figures to
promote its goods and services (Adeola et al., 2020). Despite being a relatively new channel,
influencer marketing has already shown itself to be effective at generating leads and conversions.
Furthermore, £40,000 has been set aside for public relations in order to boost website traffic,
social media engagement, and media coverage as a result of PR efforts. Public relations must be
a part of any communication plan because it helps build the target audience's credibility and
confidence (Muhammedrisaevna et al., 2020).
Timelines

Gantt Chart
Marketing Communications Plan Timeline for Reckitt
Periods Month Month Month Month 7- Month Month
1-2 3-4 5-6 8 9-10 11-12
Conduct research
and analysis,
finalise
communication
plan, and develop
content.
Launch social
media advertising
campaigns and
email marketing
campaigns.
Continue social
media and email
campaigns, and
launch content
marketing and
SEO initiatives.
Launch influencer
marketing
campaigns and
continue previous
initiatives.
Launch public
relations
campaigns and
continue previous
initiatives.
Evaluate the
effectiveness of
the
communication
plan and adjust as
necessary.
Evaluation

By using a range of channels to connect with its target audience, Reckitt's marketing
communication plan seeks to strengthen its communication strategy. The success of the plan can
be measured using a number of key performance indicators (KPIs), such as brand awareness,
engagement, and conversion rates (Strycharz et al., 2019). The effectiveness of a social media
advertising campaign can be evaluated by counting the impressions, interactions, and
conversions that it has led to. Website traffic, dwell time, and engagement rates can be used to
assess the effectiveness of content marketing initiatives, while open and click-through rates can
be used to assess the success of email marketing campaigns (Khan et al., 2021). Website traffic,
engagement, and conversion rates are good indicators of SEO and influencer marketing
strategies working well. The performance of the campaign can be assessed using the media
attention, social media engagement, and website traffic brought on by PR activities.
Reckitt's marketing communication plan ought to be successful in advancing its
communication strategy (Khan et al., 2021). Through a range of communication channels and
techniques, the company can engage with its target audience effectively. The success of the plan
will depend on how well each strategy is implemented and how well all communication channels
are integrated to ensure a consistent message across all platforms. It is crucial to frequently
assess the plan's effectiveness and adjust approaches as needed in order to get the most
significant results. The review can be carried out using constant KPI monitoring and client input.
By regularly reviewing and revising its communication plan, Reckitt can strengthen its
communication strategy and preserve its market leadership (Rėklaitis and Pilelienė, 2019).

Conclusion

Although Reckitt has a strong communication plan, however, there is still room for
improvement. This report describes a marketing communication strategy that makes use of a
range of communication techniques to engage the target audience and handle these difficulties
effectively. Public relations, influencer marketing, email marketing, content marketing, SEO, and
social media advertising are all included in the strategy. The extent to which each approach is
used and integrated and through regular review and any necessary adjustments will determine
how effective the plan is. The proposed strategy is expected to improve Reckitt's communication
tactics and help the business keep its competitive edge in the marketplace.
References

Adeola, O., Hinson, R.E. and Evans, O., 2020. Social media in marketing communications: A
synthesis of successful strategies for the digital generation. Digital transformation in
business and society: Theory and cases, pp.61-81.
Curtis, V., Dreibelbis, R., Sidibe, M., Cardosi, J., Sara, J., Bonell, C., Mwambuli, K., Moulik,
S.G., White, S. and Aunger, R., 2020. How to set up government-led national hygiene
communication campaigns to combat COVID-19: a strategic blueprint. BMJ global
health, 5(8), p.e002780.
Dewhurst, S. and FitzPatrick, L., 2022. Successful employee communications: A practitioner's
guide to tools, models and best practice for internal communication. Kogan Page
Publishers.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Khan, T.I., Raza, S.A. and Devji, M., 2021. Reckitt Benckiser's CSR program–capitalising the
rural market. Emerald Emerging Markets Case Studies, 11(1), pp.1-13.
Kuptsova, E.V., Maslennikov, V.V. and Kalinina, I.A., 2021. Improving the Level of Digital
Maturity of the Company (Based on Example of Reckitt Benckiser Group PLC). Socio-
economic Systems: Paradigms for the Future, pp.309-321.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics, (2 (45)), pp.5-7.
Percy, L., 2023. Strategic integrated marketing communications. Taylor & Francis.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Salim, J., Ali, S.R., Shah, F., Sohail, R. and Chawla, A., 2020. Mortein-Finding a new
positioning idea.
Strycharz, J., van Noort, G., Helberger, N. and Smit, E., 2019. Contrasting perspectives–
practitioner’s viewpoint on personalised marketing communication. European Journal of
Marketing, 53(4), pp.635-660.