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MRKT3011 Tutorial 6 – IMC Project

Alreem Al Madeed

60079093

25-05-2022
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Identify all of the communications elements that your brand uses?

The chosen brand for this task is Baladna which deal with the production of dairy in

Qatar. In 2022 the active internet users in Qatar are 2.93 million (Simon Kemp, 2022). So,

Baladna highly dependent on social media to advertise, communicate and promote the products.

Baladna marketing department remained active to deal with customer queries and satisfied them

through different TV channels and YouTube promotional videos. "Proudly made in Qatar"

increase the customer loyalty and relation with brand because this tagline reflects the quality

products of Baladna. Through marketing Efforts Company also appeal customers while targeting

the household and providing traditional values. Baladna remained active on social media i.e.,

Facebook, Instagram, and YouTube. Company has 94k followers on Facebook and 20k followers

on Instagram. Company also have user friendly interface website in which users can interact,

check product status, updates nutritional values and product modification action YouTube

Baladna start different campaigns to present different items i.e., Baladna orange juice, cow car,

and TVC milk (Baladna, 2022). On and IGTV YouTube there is Baladna kitchen in which they

shows cooking. For Advertisement Company also conduct events in parks and other cultural

festivals to advertise and market their products. These are the communication elements which

Baladna integrate to communicate with customers.

So, according to the integrated communication elements Baladna integrate commonality

and contribution approach to its customers through which they can find out convenience ways to

interact with company.

How they fit together?

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The communication elements of Baladna reflect that company integrates technology and

build customer centric strategies on social media to build brand equity and gain customer loyalty.

Judicious communications mix of company showed that company marketing strategies and

practices are highly focused on customers’ needs. Social media and online platforms are use

because each resident. Qatar actively linked with internet (Baladna, 2019). YouTube

advertisement, promotion, social media accounts and latest updates on website are coherent and

equally participate to satisfy the customers’ demands and build brand identity. The approaches

that Baladna used reflects that company integrate commonality and contribution in which

different communication options are shared with customers to meet their desires timely and

accurately. Social media network are also strongly linked and customer review the comment box

to purchase the products. Moreover, contribution and commonality provide the communication

options and desired response according to the customer demand. These communication criteria

are directly proportional and have obvious relation to facilitate customers in best possible ways.

Are there any inconsistencies between the different elements used?

According to the chapter learning complementarity and commonality approaches are

inversely linked while complementarity and conformability are also inversely linked. Beside this

Conformability and commonality have no obvious relationship. As per finding Baladna use the

contribution and commonality approach those are directly linked. If company failed to provide

communication option through commonality than customers can easily switch toward the second

option contribution. So, these communication criteria create ease for both customers and

company to ensure best communication without any barrier and hindrance. So, according to the

brand values, mission and goals of Baladna contribution and commonality are set as priorities in
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communication and complementarity, conformability are trade off because they are incompatible

and not necessary.

References

Baladna. (2022). AUTHENTIC MODEL OF FRESHNESS AND NUTRITIONAL VALUES.

Retrieved May 25, 2022, from Baladna: https://baladna.com/

Baladna. (2019, March 23). Baladna aims to achieve self-sufficiency. Retrieved May 25, 2022,

from Baladna: https://baladna.com/baladna-aims-to-achieve-self-sufficiency/

Simon Kemp. (2022, Feburary 16). DIGITAL 2022: QATAR. Retrieved May 25, 2022, from

Datareportal: https://datareportal.com/reports/digital-2022-qatar#:~:text=Internet%20use

%20in%20Qatar%20in,percent)%20between%202021%20and%202022.