Research proposal presentation by Noorazlin Ani P-KOM0046/12

YSP512 | February 2013

Integrated Marketing Communication

Research project

Presented to:

Assc. Prof. Dr. Jamilah Ahmad

Assc. Prof. Dr Mohammad Md Yusoff

Dr. Hasrina Mustafa

Research proposal presentationby Noorazlin Ani P-KOM0046/12

Research title:

The roles of Integrated marketing communication (IMC) in Halal marketing; case study based on food manufacturing product in Malaysia.

Introduction

According to Johan Fischer (2009), halal literally means lawful or permitted. The Koran and the Sunna exhort muslim to eat the good and lawful food God has provided to them but a number of conditions are prohibitions obtain. Muslim are expressly forbidden from the consuming carrion, spurting blood, fork and food that have been consecrated to any being other than himself. These substances are haram thus forbidden.

Background:

Malaysia is currently in a strategic position to be a leading player in the global Halal business. Accordingly, the Malaysian Government has undertaken measures to support the development of Halal industry as identified in the Second Industrial Master Plan (1996-2005) and The National Agriculture Policy (1998-2010). In tandem with Governments call to make Malaysia as the Halal hub, the State Government of Selangor, Kedah, Malacca, Negeri Sembilan, Perak and Pahang have established industrial Halal parks in their respective states.

Malaysia the statistics show the of Muslim (or Islam - official) growth of 60.4%, Buddhist 19.2%, Christian 9.1%, Hindu 6.3%, Confucianism, Taoism, other traditional Chinese religions 2.6%, other or unknown 1.5%, none 0.8% (2000 census) from the population of 29,628,392 people (July 2013 est.), (CIA,2013: The world Factbook).

Statement of research problem

Propose of this study is to understand how the IMC roles can be organized and implemented in all the food manufacturing industries. This research also will consider all the IMC function may be organized and implemented so that common understanding of the concepts permeates all network members and facilitates the open and the multi-directional communication between the network firms. This research considers IMC roles from the perspective of the Halal products base on the food manufacturing company and attempts to identify the roles and function emerging as their IMC practices to support IMC approaches.

Research objective & Questions:

In general, this study aims at examining the roles of IMC in selected halal food manufacturing company including the effort to expand the market using IMCs tool through marketing process, roles of advertising and promotion, concept of target marketing, roles of market segmentation, positioning and repositioning strategies, and the marketing mix and their interaction with advertising and promotional strategy for this propose.

RQ1: What do you understand about IMC in this industry?

RQ2: What are the stages of IMC are implemented in the selected halal food manufacturing company?

RQ3: What are the barrier of integration on integrated marketing communication (IMC) in the selected halal food manufacturing company?

Research significance

This study will analyze the stages of implementation Integrated Marketing Communication in the organization. All the element of marketing mix must be consistent in a strategic plan that results in an integrated marketing communication (IMC) program. IMC stages are used as a framework to measure how the organization implement in IMC in their organization.

Research scope

This research seeks to extend our understanding of the roles and functions of IMC in a Halal marketing food manufacturing industries, with the specific reference to the halal food industries like KFC holding (Malaysia) Berhad, Ramly Halal Mart Sdn. Bhd, Nestle (according to Temporal (2011) nestle has established its global centre of halal excellence in a Muslim country Malaysia.), or any related company.

Literature review

Marketing communications in the traditional marketing mix was viewed primarily as a one-way information mechanism by which the firm attempted to persuade the target consumer audience of the benefits of the firms products (Hall and Wickham 2008; Anderson 2001). Traditionally, decisions regarding communication messages were the responsibility of in-house or external agencies, and dissemination of these messages was the role of sales personnel (Hall and Wickham 2008; Anderson 2001; Kim et al. 2004).

Recent decades, however, have witnessed a decrease in the effectiveness of the traditional methods of marketing communications, largely due to the increased sophistication of consumers and advancements in communications technology (Hall and Wickham 2008; Holm 2006; Kim et al. 2004; Pitta et al. 2006). These factors have necessitated the direct dyadic communication between a firm and its target consumers, as well as providing the ability for the firm to develop more intimate relationships with its target consumers and key stakeholder groups (Hall and Wickham 2008; Holm 2006; Kim et al. 2004). It is proposed, therefore, that the integrated approach to marketing communications emerged from a recognition that firms must use an array of communications messages and channels in order to manage stakeholder relations effectively. Thus, IMC can be seen because of a natural evolution in marketing communications as opposed to a transformation in marketing thought (Hall and Wickham 2008; Kliatchko 2005).

Literature review

The roles of IMC play very important part in developing the successful of the product or the services. The roles of IMC can be measured by using four stages of IMC process model which is:

Level 1: Tactical Coordination and Marketing Communications

Level 2: Redefining the Scope of Marketing Communication

Level 3: Application of Information Technology

Level 4: Financial and Strategic Integration

Literature review

The stages of IMC (Schultz and Kitchen, 2012)

Research method

Qualitative method;

in depth interview will be conducted with the selected company related to food based manufacturing company like Ramly Halal Mart Sdn. Bhd., KFC holdings (Malaysia) Berhad, Nestle or etc which is related with the halal food based manufacturing company.

The questions will be asked to the top management of the company, marketer, persons in charge with the marketing or integrated marketing (IMC) activities and staff of the related company.