• Internal Code :
  • Subject Code : AMN401
  • University : Queensland University of Technology
  • Subject Name : Integrated Marketing Communication

Measuring Integration

Introduction

Tony Ferguson's weight loss brand was launched in the year 2016. The organization accomplishes immense success and new heights. The brand has the meteoric rise which leads the organization to expand its business across the seas(Philpott, 2016). The organization has launched a weight loss program which is based on the mealtime substitutes for convenience. However, this is also for the main time in pharmacy that they acquired a consultation model. It refers to the support mechanism madein which people need to visit their pharmacy and have a word with the pharmacist so that they willget products such as meal-replacement ready-to-drink shakes. The organization promotes healthy eating habits and lifestyle that helps in maintaining the potential capability and the immune system.

The products are very effective and immensely successful which leads the organization to think ambitiously. The organization has decided to expand in overseas markets such as the U.K, South Africa, and many other countries. The implementation plan was weak and it drops down the standards of the products and customers buy the products without consulting. Ultimately, it impacts the growth rate of the organization (Hendifar et al., 2019). The two stakeholders rescued the organization by enhancing the entire range of the products. Symbion pharmaceutical distributor and Terry White Chemists rescued the organization and help the organization to attain the same position and success. In the year 2013 December, the organization had overcome all the losses and in the year 2014 September the organization has launched various new products that help the organization to set a new mission for the organization that is "weight loss for life".

Say Message Paid

Platform

Message

Timing

Frequency

Evidence

TV

weight loss for life”

September 2014

Heavy

YouTube

Billboards

weight loss for life”

September 2014

Heavy

Observations

Press Advertisement

weight loss for life”

September 2014

Moderate

YouTube

Say Message - Owned

Platform

Message

Timing

Frequency

Evidence

Website

weight loss for life”

September 2014

Heavy

https://tonyferguson.com/

Facebook

weight loss for life”

September 2014

Heavy

https://www.facebook.com/TonyFergusonWeightloss/

YouTube

weight loss for life”

September 2014

Moderate

https://www.tmz.com/2020/04/17/tony-ferguson-ufc-249-weight-cut-justin-gaethje-scale-dana-white/

Do Message- Service

Platform

Message

Timing

Frequency

Type of media

Facebook, YouTube, and website

weight loss for life”

Ongoing

Heavy

Owned

Facebook, YouTube, and website

weight loss for life”

Ongoing

Heavy

Owned

Facebook, YouTube, and website

weight loss for life”

Ongoing

Moderate

Owned

Do Message-Product

Platform

Message

Timing

Frequency

Type of media

Facebook, YouTube, and website

Take a step towards better health

Ongoing

Heavy

Owned

Facebook, YouTube, and website

Take a step towards better health

Ongoing

Heavy

Owned

Facebook, YouTube, and website

Take a step towards better health

Ongoing

Moderate

Owned

Social Media Listening Report

Social Media Listening report refers to the report which contains all the essential content that the organization followers acquired through social media platforms. Social listing aids the organization to understand the target market and engage their audience effectively. As per the social listening reports of the organization, it is noted that Facebook highly impacts the organization's promotions, and influencers engage the audience widely(Johnson, 2018). The organization has positively impacted the behavior of the customers towards the organization's products. The organization programs help people to get more focused on a healthy diet and a healthy lifestyle.

A wide range of products is provided by the organization which aids the customers to lose their weights and acquire a healthy lifestyle. There are a large number of followers till date which aids the organization to accomplish all the predefined goals of the organization. In addition, the organization hasacquired influencers' marketing strategy which aids the organization to build trust among the audience and engage them with the organization (Johnson, 2018). Facebook, Instagrampages of the organization have a huge number of followers, and the organization keeps them updated with the new products that the organization manufactures from time to time.

The sentiments of the people towards the organization have changed drastically which lead the organization to attain determined goals of the organization. In addition, there are some negative sentiments that overweighed positive sentiments(Nunez et al., 2017). The organization has a large number of programs that are conducted by the organization in order to make each and everypeople in Australia aware of a healthy lifestyle and healthy eating habits. The revamped program which is conducted by the organization aims to stand-in a healthy routine by providing patrons with the material and equipment to cook healthy meals and includeconsistent exercise into their daily lifestyle.

Social Studio Data

Figure 1: Social Studio Data

Sentiment

Figure 2 Sentiment

Social Studio data 26 March 2020

Figure 3: Social Studio data 26 March 2020

Dashboard.PNG

Figure 4: Dashboard

Sentiments across time

Figure 5: Sentiments across time

However, searching for the keywords it is noted that the organization is motivating customers to fight back with the coronavirus and by self-isolating them. The organization is prompting social distancing and preventing from coronavirus. As per this picture below it is identified that organization is aids the customers to stay fit in the lockdown period by drinking the shakes and other healthy products of the organization(Belobrajdic, Brownlee, Hendrie, Rebuli& Bird, 2018). Apart from this, the organization also promotes schemes of which eventually helps the organization to market new products in the market.

From all these advertisement the audience gets easily engaged with the customer and delivers the correct message in this crucial time. The message is correctly delivered to the audience without any complication and customers are also very much satisfied with the organization's products. The organization promotes healthy eating habits and lifestyle that helps in maintaining the potential capability and the immune system. These new programs include eleven new recipes that are highly nutritiousand focuses on protein and sugar content. 

Keywords

Figure 6: Keywords

Strategic Consistency Triangle

The strategic consistency triangle refers to the model which depends on the three factors in marketing a product(Hale, 2017). These three factors are comprised of Say, Do, and Confirm. Each factor has a different role in marketing the products and delivered the correct message received from the marketers to the consumer. Here, the "Say "factor refers to the message sent by the marketers to the audience through advertising, promotions, and other media channels. “Do” factor refers to the marketers to the degree to which the "say" factor is met by creation or facility in terms of its distribution and whether it has fulfilled the client’s requirements as assured by the marketers(Ghosh et al., 2018). Apart from this, the Confirm factor is the last factor of the strategic consistency triangle which refers to the extent to which the marketer's message meets customer satisfaction.

In the year 2013 December the two stakeholders of the Tony Ferguson weight loss brand rescued the organization by improving the whole range of the products. Symbion pharmaceutical distributor and Terry White Chemists rescued the organization and help the organization to attain the same position successfully. In the year 2013 December, the organization had overcome from all the losesin the year 2014 September and the organization has launched various new products which help the organization to set a new mission for the organization that is "weight loss for life"(Ryan, Serra & Goldberg, 2018). In order to accomplish this mission, the organization has launched various new products time by time and attracts a large number of customers. The key message of the organization for the customers is that the weight program will help the customers to acquire the long term solution of the weight loss as there are no weight loss pills or weight loss supplements mixed in the products.

This message was perfectly delivered by the organization through various social media sites. Facebook has played a very important role in delivering this message properly. The organization also adopts the influencing marketing strategy which helps the audience to fascinating the customer through their inspirational story(Belobrajdic, Brownlee, Hendrie, Rebuli& Bird, 2018). The organization hasdelivered this message to some extent between the audiences which ultimately leads the organization to accomplish all the predefined goals of the organization.

Apart from this, the last factor that is “confirm” is accomplished by the organization to some extent. One can say this because many customers had posted their success stories of weight loss which inspires others and work as a proof for the productivity of the product. But some of the customers did not have the same impact as others which leads to the improper ratio in confirming and nonconforming (Nearing et al., 2017). In addition, the organization has its new websites in which new information are updated from time to time. The website has different weight loss tools such as new recipes shared by the customers which help the audience to get engaged with the organization.

The perfect example of the strategic consistency of the organization is that the organization always sticks on the same motto that a healthy lifestyle and healthy eating habits play a cardinal role in one’s life. At present, the world is dealing with the Covid-19 and organization withstands on the same motto and encouragesstaying home and stay fit by drinking the shakes and other products of the organization(Belobrajdic, Brownlee, Hendrie, Rebuli& Bird, 2018). The organization delivers this message perfectly among the target audience.

Recommendations

In the present competitive environment, the organization needs to make long term strategies for the development and the growth of the organization in the competitive environment. Due to increased competition, potential competitors will come up with a strong strategy and innovative products(Pellegrini, et al., 2018). It is very important for the organization to keep up with the new strategies and the products in the market and then implement the strategy according to it. However, the organization strongly withstand two factors of the Strategic consistency triangle which depicts that several changes need to be done by the organization in terms of conformation from the customers.

The organization needs to meet the needs and requirements of the customers by taking feedbacks regarding the quality of services provided by the customers. The organization should take feedbacks time to time from the customers in order to acknowledge their preferences regarding the product(Nearing et al., 2017). The organization is already investing large amounts on the fascinating packaging of the products which attract the customer choices towards the organization's product. In addition to that, the organization should start conducting an online survey which gives the organization a clear image of the customers’ preferences for the products.

The organization should also launch various eating models such as healthy eating models that come with up different food products and healthy drinks as this program is the uniquemethod to weight loss makespermanentconsequences and recovers confidence and self-worth. Apart from this, these organization programs help people to get more focused on a healthy diet and a healthy lifestyle. A wide range of products is provided by the organization which aids the customers to lose their weights and acquired a healthy lifestyle.

The organization is working on the three meal plans that are extreme, classic, and accelerate which helps the organization to cover large all sections of the audience. Apart from this, the organization should add loyalty programs that help the organization to fascinate a large number of people(Pellegrini et al., 2018). This loyalty program is for the people who are the long term customers for the organization and are a loyal one towards the organization. The main benefits of the loyalty programs are that it attracts new customers and builds trust among the new customers. These programs are very beneficial for the organization.

As the organization has its business in various countries so it is very important for the organization to maintain the standard of the organization by delivering the same quality of products. The organization needs to set up guidelines that need to be followed by each member of the organization(Nearing et al., 2017). These guidelines will help the organization to maintain the quality of the products in each and every section of the organization.

References

Belobrajdic, D., Brownlee, I., Hendrie, G., Rebuli, M., & Bird, T. (2018). Gut health and weight loss: An overview of the scientific evidence of the benefits of dietary fiber during weight loss(pp 312-320).

Ghosh, R., Gauderman, W. J., Minor, H., Youn, H. A., Lurmann, F., Cromar, K. R., ...&McConnell, R. (2018). Air pollution, weight loss, and metabolic benefits of bariatric surgery: A potential model for the study of metabolic effects of environmental exposures. Pediatric obesity13(5), 312-320.

Hale, I. (2017). Long-term benefits of weight loss?. Canadian Family Physician63(6), 429.

Hendifar, A. E., Petzel, M. Q., Zimmers, T. A., Denlinger, C. S., Matrisian, L. M., Picozzi, V. J., ... & Precision Promise Consortium. (2019). Pancreas cancer‐associated weight loss. The oncologist24(5), 691.

Johnson, B. (2018). Feminist analysis of discursive practices in'success stories' in Australian weight loss centers (pp. 312-320).

Nearing II, E. E., Santos, T. M., Topolski, M. S., Borgert, A. J., Kallies, K. J., & Kothari, S. N. (2017). Benefits of bariatric surgery before elective total joint arthroplasty: is there a role for weight loss optimization?. Surgery for Obesity and Related Diseases13(3), 457-462.

Nunez, T. P., Amorim, F. T., Janot, J. M., Mermier, C. M., Rozenek, R., &Kravitz, L. (2017). Circuit weight training: acute and chronic effects on healthy and clinical populations. Journal of Sport and Human Performance6(1).

Pellegrini, C. A., Chang, R. W., Dunlop, D. D., Conroy, D. E., Lee, J., Van Horn, L., ... & Cameron, K. A. (2018). Comparison of a patient-centered weight loss program starting before versus after knee replacement: a pilot study. Obesity research & clinical practice12(5), 472-478.

Philpott, L. (2016). OTC: Weight management: Chewing the eat on weight management. AJP: The Australian Journal of Pharmacy97(1156), 42.

Ryan, A. S., Serra, M. C., & Goldberg, A. P. (2018). Metabolic benefits of prior weight loss with and without exercise on subsequent 6‐month weight regain. Obesity26(1), 37-44

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Integrated Marketing Management Assignment Help

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