An Assignment on Organizational Culture

           

Introduction

An organisation is a place where different demographic people work together. Today, the world is considered as a global village so that there has few boundaries to establish an organisation local; and abroad. The culture, norms, values, belief are different that affect in establishing organisational culture. Culture is the characteristics of particular group of people that includes language, cuisine, arts, music, social habits and religion (Zimmermann, 2015). In other words, culture is shared values. According to Robbins and Coulter (2007, p.52) ‘Organisational culture is a system of shared meaning and beliefs held by organisational members that determines in large degree, how they act toward each other and outsiders.’ A successful organisaiton like Coca Cola requires considering the culture of various countries in its every plant. `It is globally recognised that managing culture is very important in achieving and retaining organisational success. Different class, demographic, religious people works in an organisation and their attitude, behaviour is not identical. Every organisation established a unique organisational culture to retain workplace harmony. The duty of a good manager is to develop common organisational culture considering the culture of the country, beliefs etc and must be very careful that this culture does not humiliate others beliefs, emotions. Racism is a disease which destroys the workplace harmony and affects negatively in the operations. This write up will describe the organisational culture of Coca Cola both internally and externally. In addition, this report will focus on creating and maintaining culture by managers and people within the organisation. Moreover, this report will evaluate the context of national and global cultures may impact on the organisational output and performance. This report will end by providing some recommendation about the best practice approaches of managers to enable an effective cultural climate.

Organisational Culture of Coca Cola

Organisational culture represents an identical perception which is held by members of the organisation that affects their behaviour, attitude. In an organisation like Coca Cola, various characteristics and cultural people work. And, every organisation is affected both internal and external culture. A main role of culture is to separate the organisation from others and create a sense of identity for its workers. Jacques (1951)       claimed that organisational culture shapes the customary and traditional way of thinking things that new members should learn to adapt them perfectly to achieve acceptance in the organisation. Culture is not consistent and not always logical and it also influenced by other culture. A strong culture is internally consistent, shared widely and become clear in its expectations and influence people in their behaviour.

Characteristics of organisational culture

Kreitner and Kinicki (2007) sorted out three main characteristics of organisational culture these are as follows:

Ø  Organisational culture is transfer onto new members through the socialisation. 

Ø  It influences the workers' behaviour at workplace.

Ø  Organisational culture operates at various level of the organisation.

Internal organisational culture at Coca Cola

Coca Cola is a multinational organisation so that the organisation needs to develop an identical and unique organisation’s culture for creating better workplace. Four types of organisation culture can be seen in Coca Cola.

Ø  Power culture: The ray of power at Coca Cola is practiced centrally. The headquarter of the organisation gives order to its different plant. The operational plans come from the central.

Ø  Role culture: The role culture in Coca Cola is logical and rational. Departmental functions are empowered with their role. Each department has supervised by a senior executive and an overall organisation is monitored by a manager at every plant. Employees are appointed based on role according to their ability to carry out the functions.

Ø  Task culture: Coca Cola has developed some small teams and these teams are responsible for completer assigned tasks. For example; the organisaiton creates various small marketing teams and these teams are involved in promoting the brand value and product of Coca Cola to consumers. These teams can make decision to implement their assigned tasks.

Ø  Person culture: Each plant of the organisation recruits and selects local employees on its various levels because it removes the linguistic and cultural barriers.

However, Coca Cola provides training to new entry employees and training and development department arranges different training for different levels of employees. The organistion evaluate the performance of each employee and on the basis of their performance promotion, reward etc. are provided. In addition, Coca Cola does not allow any labor union in the organisation.

External organisation culture at Coca Cola

Every organisation is influenced by external culture. This external culture influences in marketing strategies and other. The consumers of Coca Cola located across the world and every country possess different culture. For example, when Coca Cola begins its business in Middle East region they was given billboard advertisement where showed three picture consecutively. First picture showed a person who was in exhausted; second picture showed that he was drunk a bottle of Coca Cola and in third picture showed that after drunken Coca Cola he was refreshed.

This advertisement significantly reduces the sale of Coca Cola products in Dubai. The main reason was that people in Middle East is accustomed to reading right to left but advertisement was left to right. So, it is very important to figure out the culture of the nation where an organisation operating its business.

The advertisement style in Muslim courtiers is different than other countries. Customer buying behaviour is an important part of an external culture. In third world countries, people are not habituated with outside lunch or dinner and. In developing countries, people are habituated with taking their food outside. And, this culture also influences in purchasing Coca Cola drinks. It is very clear that beliefs, linguistic, customs and other external culture affect on the strategy of business. And, the success of an organisation depends on how quickly the organisation adopted the culture. Coca Cola considers the local cultural factors in its marketing strategies and becomes successful to gain and maintain good market share.

Creating and maintaining culture by a manager in Coca Cola

Creating and maintain organisational culture is always challenging for every manager. It requires considering numbers of factors. Riley (2014) mentioned some key factors that are affecting in creating organisational culture. These are as follows:

Ø  Values, belief, norms, administrative practices and personality of founder

Ø  Leadership and management style

Ø  Size and development  stage of the organisation

Ø  Organisational policies, and practices

Ø  The gender of employees

Ø  Nature of the business, for example, profit oriented or charitable

Ø  Location of the organisation such as Middle East, Europe or Asia.

Ø  External environment such as economic, legal or social

The organisation culture leads the goals and objectives of an organisaiton. The strategies and implementation procedures are designed to gain the targets of the organisation also avail to its culture.

Creating organisational culture at Coca Cola

Coca Cola is world best selling soft drinks company operating more than 100 countries. So, that it is inevitable that the organisational culture is greatly affected by the local culture. The organisational culture of Coca cola is influenced by headquarters’ but the organisation also considers the local cultural factors. Coca Cola creates its organisational culture in following ways:

Ø  The organisation appointed and keeps those employees who think and feel the way that management do.

Ø  The management body instructs and socializes these workers to their way of thinking and feeling.

Ø  The managers of different plant act as a role model that encourages workers to identify with them and shape their values, beliefs and assumptions.

Implementing and managing the culture at Coca Cola

Coca Cola culture is defined by seven fundamental values such as passion, leadership, collaboration, integrity, quality, diversity and accountability (Coca-Cola, 2015). As a global business, the organisation’s ability to understand, adopt and operate in a multicultural world both in the workplace and in the marketplace is challenging for its sustainability. The management of the organisation promotes and retains the organisational culture in following ways:

Ø  Describe formal statements of Coca Cola’s philosophy, vision, values, mission and material used in employee recruitment, selection and socialisation within the organisation.

Ø  Coca Cola created physical space and energetic working environment.

Ø  The organisation does not allow any racism, gender discrimination and physical harassment.

Ø  The organisation arranges deliberate training programs, role modeling and coaching by manager and supervisors.

Ø  Slogan is a part of organisational culture. The company changes its slogan many times from 1886 to 2009. It is because the organisation energizes its employees and customers through different slogans. The present slogan is ‘Open Happiness’.

Ø  The company provides rewards, promotion, status symbols and this culture is identical at all plants.

Ø  Coca Cola celebrates various national cultures in its every plant according to the culture of the countries.

Ø  The management body carefully gives attention to the activities, process, and outcome of workers and organisational operations.

Ø  Coca Cola provides open culture focuses on safety and common facilities such as identical canteen, car parking, building trust at all levels.

The organisation develops an externally friendly atmosphere where employees are treated well. The company resolves conflict quickly and stops every chance of conflict at the initial stage.  The organisation is very careful about the health safety and follows the law of countries. Coca Cola reached at this organisational culture after passing various turmoil situations. Now, the company is a role model to other organisations.

Conclusion

Every organisation’s goal is to achieve good market share and without better organisational culture it cannot possible to achieve. Culture is shared values that shape the behaviour, attitude of people and different cultural people work together in an organistion. For better workplace harmony, organisation outputs and high employee performance, it is essential for the manager to create a suitable organisational culture. Globalisation process has reduced cultural differences than previous and it brings the opportunity to diversified business to others.  A successful manger is able to coordinate national and global culture along with organisation culture and leads the organistion to achieve the target.

  

References

Coca-Cola (2015) Our Company-Workplace Culture. [Online]. Available at: http://www.coca-colacompany.com/our-company/diversity/workplace-culture [Accessed: 9 July 2015]

Handler, R. (1988) Nationalism and the Politics of Culture in Quebec. London: University of Wisconsin Press.

Harcourt, H. (2014) Toward a Global Culture. [Online]. Available at: http://www.cliffsnotes.com/sciences/sociology/culture-and-societies/toward-a-global-culture [Accessed: 9 July 2015].

Hofstede, G. (1983) The cultural relativity of organizational practices and theories. Journal of International Business Studies, 14(2): 75-89.

Jaques, E. (1951) The Changing Culture of a Factory. New York: Psychological Press

Kreitner, R. and Kinicki, A. (2007) Fundamentals of Organizational Behaviour. Whitby: McGraw-Hill Ryerson.

Riley, J. (2014) Organisational Culture: Factors influencing the Culture of an Organisation and Cultural Differences. [Online]. Available at: http://beta.tutor2u.net/business/blog/organisational-culture-factors-influencing-the-culture-of-an-organisation-a [Accessed: 9 July 2015]

Robbins, S. and Coulter, M. (2007) Management. London: Pearson Prentice Hall

Zimmermann, K. (2015) What is Culture?. [Online]. Available at: http://www.livescience.com/21478-what-is-culture-definition-of-culture.html [Accessed: 8 July 2015].

Differences between Supermarkets and Departmental Stores

Issue of comparison	Departmental store	Supermarket
Amount of service	A departmental store is a large store selling, under one roof but in physically separate departments (Cox, 2006). Departmental stores offer four or more various types of consumer goods. A departmental store is full-service retailer. Each department carrying out its own buying, merchandising and stock control.	Supermarket is a self-service shop that offers people to purchase a wide range of different foods and household products. Customers can select their necessary foods in a shopping cart, bring to the payment counter and pay for each item. Supermarket is not only offering tinned goods and processed or semi-processed foods but also fresh meat, fresh fruit, and fresh vegetables.
Relative prices	Departmental stores set different price considering different market segment. After increasing the competition, most of the departmental stores are turned into discount stores. Though departmental stores use discount price, there are different price segment for different products. Some departmental stores are high fashion specialty store (e.g. Nordstrom, Barney’s etc.) offering upscale and exclusive products, some are mid-level (e.g. Dillard’s, Boscov’s etc.) offering moderately priced products and some are price sensitive (e.g. Target, JC Penny etc.) offering discount price products (Petro, 2013).	Supermarket generally operates discount stores. This supermarket keeps their products price comparatively low compared to the typical market value.   The competition in the supermarket retail business is very high. So that supermarket stores are keeping their products price at discount rate. Aldi, Wal-mart Tesco etc. are operating discount stores globally. Supermarket offers relatively low price to the customers to pick more customers and stay in the competition.
Product lines	The product lines of departmental stores are wide. Except for grocery items, all sorts of products are founded in departmental stores. The product lines cover clothing, housewares, furniture, toiletries, home appliances, books, jewelry, toys, cosmetics, baby products, sporting goods, electronics, and products for pets, stationery and photographic equipment.	Supermarkets are generally involved with selling a wide variety of grocery items, foods, and household’s products into aisles. The product lines of supermarket typically comprise baked goods, dairy foods, fresh vegetables, fruits, meat, fish, canned and packaged goods and household products such as kitchenware, pharmacy/medicine goods, household cleaners, festival items etc.

References 

Cox, R. (2006) Retailing-An Introduction. 5^th Edition. New Delhi: Pearson Education India.

Petro, G. (2013) Department store pricing-no easy task. [Online]. Available at: https://www.forbes.com/sites/gregpetro/2013/01/10/department-store-pricing-no-easy-task-part-4-of-4/#7b9c935d103a (Accessed: 10 July 2017). 

Application of Marketing Mix on 'K-Beauty'

Culture is one of the most important factors that influence the consumer behavior and marketing environment. Business organization concerns deeply on the culture while researching the target market of a country.

Country profile

Name of the country	South Korea
Capital	Seoul
Population	50,924,172 (as of 2016)
Population growth	0.53%
GDP (official exchange rate)	$1.377 trillion (2015 est.)
GDP (purchasing power parity)	$1.849 trillion (2015 est.)
GDP growth	2.6% (2015 est.)
GDP (per capita)	$36,500 (2015 est.)

Unique characteristic of South Korea

“K-beauty” holds a very significant characteristic of South Korean culture (Teng, 2015). South Korean culture is too much looks oriented. Most Koreans are giving their first attention to external looks and skincare issues. As a result, both men and women are spending huge amount to purchase cosmetics. South Korean women spend in beauty products twice of their income and men spend more on skincare compared to other countries (BBC, 2016).

South Korean job market is so competitive so that wearing makeup is an important issue in the game. Koreans’ are trying to show good facial impression in the job interviews by hiding their original looks. South Korean men are spending $900 million in purchasing cosmetics a year that makes the country most growing men cosmetics market (Fujjita, 2013). 

Product

“BB cream” takes the special attention in the cosmetics industry of South Korea. Cosmetics manufacturing companies of South Korea are innovating new types of BB cream for men and women with a different skin.

Features of BB cream

BB creams are having the following features:

·         Offer different skin BB cream for men like as dry, oily skin and normal.

·         Light and easy-to-apply texture at any time at any place.

·         BB creams emphasize on conditioning skin that South Korean men and women prefer.

Price

Price is the amount at which a certain product or service is exchanged (Conkling, 2011). In other words, price denotes the money value of a product or service. It reflects the worth of a product or service and the amount of money for which it can be exchanged. Price is an important determiner in the marketing mix. South Korea is very much price and quality sensitive (Teng, 2015). South Korean people pay attention to low priced product. As a result, they purchase low price Korean products instead of high price France or US brands.

Considering these factors the price of BB cream will set the penetration pricing strategy. It refers setting prices low to attract new customers and win in the price wars to lead over competitors (Hurd, Barcelona and Meldrum, 2008). South Korean beauty industry is very much competitive so that penetration pricing strategy appropriate for BB cream product.

Promotions

Promotion is the marketing communication package used to make the offer known to potential customers and persuade them to investigate it further (Blythe, 2009). For BB cream the following promotion strategies will apply:

·         Social media campaign

·         Celebrity shows

·         Advertisement on TV, billboard

·         Face-to-face

·         Promotional gifts

·         Advertisement on the internet

Place

It refers the location where the exchange takes place (Blythe, 2009). South Korean people are tech-savvy so that online shopping is very popular in the country. BB cream will be sold in retail stores, face-to-face sales, and online shopping stores. 

References 

Blythe, J. (2009) Key Concept in Marketing. London: SAGE 

Hurd, A., Barcelona, R. and Meldrum, J. (2008) Leisure Services Management. Leeds: Human Kinetics Inc.

Conkling, R. (2011) Energy Pricing-Economics and Principles. Oregon: Springer Science and Business Media.

Teng, A. (2015) The invasion of Korean culture. [Online]. Available at: https://tengzeming.wordpress.com/category/cosmetics/ (Accessed: 9 July 2017).

BBC (2016) The key ingredients of South Korea’s skincare success. [Online]. Available at: http://www.bbc.com/news/business-35408764 (Accessed: 9 July 2017).

Fujjita, A. (2013) South Korean men cosmetics-crazed. [Online]. Available at: http://abcnews.go.com/blogs/lifestyle/2013/05/south-korean-men-cosmetics-crazed/ (Accessed: 9 July 2017). 

Human Resource Management

Task 1: Job description for a site manager

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Job descriptions are based on objective information obtained through job analysis, an understanding of the competencies and skills required to accomplish needed tasks, and the needs of the organization to produce work (Heathfield, 2015). It clearly identifies and spells out the responsibilities of a specific job.
Job descriptions are written statements that include:

• Duties,
• Responsibilities,
• Most important contributions and outcomes needed from a position,
• Required qualifications of candidates, and
• Reporting relationship and coworkers of a particular job.

Job descriptions also include information about working conditions, tools, equipment used, knowledge and skills needed, and relationships with other positions.

Draft Job Description of Site Manger for Woman’s crisis center

Title:                                       Site Manager

Department:                            Human Resource Department

Reports To:                             HR Manager

Supervises:                              General Manager

Appointed/Revised Date:       02/05/2015

Salary:                                     Negotiable

Job Responsibility Accomplishes refurbishment of woman’s crisis center according to the planning of the organisation, evaluate project activities and report to the HR manager.

Job Duties ·         Promotes positive public relations ·         Recruit and select  workers for the project ·         Monitoring the works and evaluate the plans ·         Providing update project progress to the HR manager ·          Collect required resources for the project ·         Maintaining project Gantt chart ·         Motivate project staffs ·         Hand over the project within the given time ·         Performs other related duties as needed.

Site Manger Skills and Qualification Developing Budgets, Coaching, Supervision, Staffing, Project Management, Management Proficiency, Process Improvement, Tracking Budget Expenses, Self-Development, Planning, Performance Management, Inventory Control, Verbal Communication. Should have 5 years experiences in similar job field.

Task 2: Flowchart for course of action to resolve the situation

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Task 3: (a) Three ways to communicate from remote location and increase of empowerment and participation

It is very important to communicate with the head office from any project site. Often workers have faced problems in communication if the project area stands in remote areas. So, workers must find out the effective ways to resolve the problems. Here, provides three ways  top resolve the problems which increases empowerment and participation.

• Internet communication: Through email, blogs, websites workers of remote project site can communicate with head office. And, head office can provide company letter, news letters to the workers from head office by using internet facility.
• Visits by upper management: It is very effective way of communication with remote workers. Physical inspection of upper management will help to understand the overall situation and any workers can consult with the management and get clear direction about their tasks.
• Video conference: It is another ways of communication with remote project site. It reduces the cost of visiting of upper management team. Workers can use Skype for video conferencing with head office and get suggestion about project activities. 

(b) Opportunities for continuous professional development

Working in remote location is always challenging for workers. There are various occasions where requires instant decision and communicating with head office may not possible within the short time. For continuous professional developments there are some ways that can be applied are given below:

Toolbox talks: A Toolbox Talk is an informal group discussion that focuses on a particular safety issue. These tools can be used daily to promote project’s or department’s safety culture. Toolbox talks are also intended to facilitate health and safety discussions on the job site (sitesafe.org.nz, 2015).

Appraisal: Appraisals are judgments of the characteristics, traits and performance of others. On the basis of these judgments, we assess the worth or value of others and identify what is good or bad. In industry performance appraisal is a systematic evaluation of employees by supervisors. Employees also wish to know their position in the organization. Appraisals are essential for making many administrative decisions (Dessler, 2013).

Training and development: Training and development presents a prime opportunity to expand the knowledge base of all employees. Employees also miss out on work time while attending training sessions, which may delay the completion of projects. Despite the potential drawbacks, training and development provides both the company as a whole and the individual employees with benefits that make the cost and time a worthwhile investment (Frost, 2014).

Inter site visits: Inter site visits helps to evaluate the tasks of the project according to the planning. These visits find out the problems and make quick solution to solve the problems. Workers can get motivation in their tasks from these visits.

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References

Heathfield, S. M. (2015) Job Description, humanresources.about.com, [available at http://humanresources.about.com/od/jobdescriptions/g/job_description.htm], [accessed at May 1, 2015]

Sitesafe.org.nz, (2015) Toolbox Talks, Sitesafe.org, [available at https://www.sitesafe.org.nz/toolboxtalks], [accessed at May 1, 2015].

Dessler, G. (2013) Human Resource Management, 12th Edition, New York: Pearson Education.

Frost, S. (2014) The Importance of Training and Development in the Workplace, smallbusiness.chron.com, [available at http://smallbusiness.chron.com/importance-training-development-workplace-10321.html], [accessed at May 1, 2014].

UNIT 18: Advertising and Promotion in Business

Introduction

Communication is the process of interacting with various people. Without communication people cannot familiar about the products and services of an organisaiton. Marketing communication is a process through which organistion can share information to the prospective customers regarding their products and services (McCabe, 2010). The trends and nature of communication has changed over time. And, organisations are using different styles and means to promote their products and services. So, direct communication, digital communication, sales promotions etc. are used as important tools as marketing communication. Advertisement and promotion are the two core vital tools in marketing communication to pursue customers for buying expected products and services. 

Task 1: Marketing communication scope and importance of advertisement and promotion

 To,

Board of Directors

Westfield Shopping Complex

Subject: The scope of marketing communication process and importance of advertisement and promotion in Westfield Shopping Complex

Dear Sir,

To establish rapport with people, marketing communication is the most effective tool for our organisation. For effective communication, advertisement and promotional mix play the major role that can be used by Westfield Shopping Complex to develop good communication with customers.

This report explains the ways and importance of marketing communication along with the effect of ICT.

P1.1: Explanation of how marketing communication process can be applied on advertising and promotion

Marketing communication organizes promotional activities through one or more ways like direct mail, radio, print media, television, and personal communication..

Marketing communication mix

Marketing communication mix is the combination of marketing instrument that work together for marketer’s target as well as target market (Kokemuller, 2015). Marketing communication mix is used in advertisement and promotion of products and services.

Personal selling

Personal selling is a method using skills and techniques of one party for growing self connection with another party that resulting value of both parties. Westfield complex deliver services personalized to valued buyers.

Advertising

Advertising is the act of grabbing public attention to one’s product and services through impersonal media. Viewable views, convenience point, construction and operation all are acting as an advertisement of Westfield complex. 

Public relation

Public relation is Communication providing messages or information to the public so that people will regret as a favourable way. Westfield complex should more concentrate acquiring public relation.

Direct marketing     

Direct marketing allows straight communication to the customers. This is the most                                                 

advance mediums of marketing communication tools. Westfield complex uses physical query booth, telephone, e-mail marketing to get directly link with costumers.

Digital marketing

Digital marketing is the promotion activities of product and services via electronic media. Westfield complex involved digital marketing via social sides, web ad.

So, effective utilisation of marketing communication tools will increase the sales growth of products and services of an organisation.

Importance of marketing communication

Communication is the process of connecting with others. Without communication, a society cannot survive. Organisation produces products and services for selling these to the customers and in turn makes profit. Marketing communication teaches organisation’s how to use the most effective tools that attract most of the customers towards their products and services. Westfield shopping complex can determine the best effective marketing tools to communicate of their target audiences and increase their sales as well.

Wilbur Schramm’s model of communication

                                            

This communication model was developed by Wilbur Schramm in 1940. Through this model Wilbur demonstrates how information or message is transferred from one individual to another.

Sender: sender sends information or message to receiver. The sender is Westfield shopping complex because they send message to the people.

Media: Message is sent by using any media. TV, newspaper, internet are the media for Westfield promotional campaign.

Interpreter: Individual who analyses the message is known as interpreter.

Receiver: Person who receive the message. Customers are the receiver of Westfield shopping complex.

P1.2 Explanation of advertising and promotion industry in the Westfield shopping complex

Advertising and promotion industries consist of some spilt of groups which play roles to the development of advertising and promotion plan.

Advertisers

An advertiser is an agency or individual who make familiar advantages or qualities of a products or services (Percy, 2014). Westfield shopping complex has several numbers of advertisers.

Advertising and promotion agencies

It’s a service based operation to creating, planning and forming promotion for its clients by agencies. Introducing new promotional policy Westfield complex worked with adverting and promotional agencies.

External facilitators

External facilitators help a group of people in a business to reach an outcome or decision. Westfield shopping complex would get help through their guides and discovering solution.

Media organization

Communicate to the large number of people using one or more technologies medium such as print, radio, or television. Using media organization Westfield shopping complex can promote their product.

Target audience

Target audience based on particular group of people for whom all advertisement activities are accomplished (Noble, 2013). All people are not the customer of each and every product and service. Westfield shopping complex should identify their target audience for this advertisement and promotion campaign.

Therefore, every organisation like Westfield shopping complex should carefully select effective advertiser, media for better performance in promotional activities.

P1.3: Assessment of how promotion is regulated in UK

Statutory instrument

Promotion activities are legislated by Government of UK. Company must meet specific legal requirement of their promotion policy.

Regulatory bodies

Government of UK sets up some regulatory bodies to monitor, guide and control to operate promotion activities.

Self-regulations

Self regulation grows self adherence to legal, ethical or safety standards than others have (Lagace, 2007). Westfield shopping complex’s self regulation is not to deliver any wrong information to the customers.  

P1.4: Explanation of current trends in advertising and promotion and the impact of ICT on the development of Westfield shopping complex.

At present business is moving on the basis of place, time, choice and trends. Continuously the trends are reforming. Company should concentrate their adverting and promotion activities on the basis of trends.

Trends

Trends in advertising and promotion mean the way in which advertisement and promotion works perused.

QR Codes

A QR code or a “quick response” code is a symbol works in an electronic devices (Lyne, 2009). Retrieving addition information QR Codes helps. Westfield shopping complex designed the entire products with QR Codes for serving quick information to their customer.

Internet

Internet allows to get connect with large number of people. It is used almost anywhere to be with others. It is the convenient way now for communicating with customers. Different applications such as online catalogues, email, Electronic Data Interchange (EDI), fax, shopping carts, and File Transfer Protocol, and Web services are being used.  Westfield shopping complex is using it immensely with a view to getting engaged with customers.

Online Advertising

Informing Promotional marketing massages to the customer is one of the most effective ways of online advertising. Online ad via internet is cheaper medium rather than others also are the easiest way to notify to customer. Numerous numbers of websites are the source of online advertising. Westfield shopping complex always keep updated itself through online ad.

E-commerce

E-commerce is the place where customer can buy and sell their product over electronic

network. Westfield shopping complex easily pass their promotion activities information and Westfield also get fed back as well.

Impact of ICT

ICT stands for Information Communication Technology. It is a modern way of communication process. Various tools such as internet, social media, mobile messaging etc. are used to communicate with customers. Today, people at any corner are linked with mobile internet services. And, everyday people are suing their mobile data connection to get information within a short time. This ICT brings great advantages for Westfield shopping complex to get in touch with customers. Westfield shopping complex can get updates their websites and informs customers of their products, services and prices. Online advertisement can be used by Westfield shopping complex as a communication tool to attract more customers. Online selling system can helps Westfield shopping complex to increase their sales and customer also benefitted by purchase product before stock out. So, the impact of ICT for Westfield shopping complex is immense.

P2.1: Explanation of role of advertising in integrated promotion for Westfield shopping complex

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2.2: Explanation of how branding is used to strengthen the Westfield Shopping complex

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2.3: Creative aspects of advertising in the context of Westfield shopping Complex

Companies may live a die by creative communication. Creative advertising is effective and creative advertising strategy grows customer mind in memorable and unique way about the product (Seave, 2013).

Creativity in context of advertising

Creativity means development a new idea from traditional ideas, rules, patterns and relationships.

Structure of creative advertisement

ü  Creative team

Creative team works in a advertising agencies that execute and fulfill advertising campaigns for the companies that hire the advertising agencies.

ü  Creative design

Creative design means something new idea, design that attract customers.

ü  Creative brief

Creative brief makes a customer to understand about the product. One can easily understand the meaning of the creative brief so that customer attract to the product.

ü  Ad objectives

The objective of the ad or creative ad should be target customer oriented.

Execution style

Creative team are responsible to implement the advertisement by using effective media which helps the Westfield shopping complex can reach to the maximum number of customers.

P2.4: Various ways for working with advertising agencies

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Conclusion

There has no doubt that without marketing communication organistion cannot prosper in business. The two important tools of marketing communication are advertisement and promotion those are creating a rapport between organistion and customers. Customers are the life line of an organisation. So, it is very important for an organisation to inform customers about their products and services. In this regards, the importance of advertisement and promotion techniques cannot be ignored. So, organisations should identify the best suitable techniques of advertisement and promotion for sustainable sales and profitability of business.

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