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Communications & Media
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Research Integrated Market Communication (IMC) Plan (Term Paper Sample)




Executive summary
This paper is an Integrated Market Communication (IMC) plan aimed at increasing the CCA brand awareness by 20%. This IMC program has to be modelled on the sense that it can be implemented on the existing Australian or global market or even a new market. The idea of the IMC was based on introducing the Monster-King energy drink, which an upgrade of the current Monster drink, that was to use to enhance the brand's name by 20%. The product shall go by the name of Monster-King for commercial purposes. A slogan shall be developed indicating “Be crowned a Monster-King.” The target generation was “X” and Generation “Y” who belonged to the working class aged between 15 years and 65 years? There will be various advertising mediums that will be used such as sales promotions, social media, newspapers and magazines and sponsorship deals.
Integrated Market Communication (IMC) is essential for every organization at the core level since it calls for the integration of various promotional tools to work together in harmony. Promotion is a major component of the market strategy and mix and has different communication devices (Blakeman, 2009). It is imperative to note that for all the communication tools to work better, they ought to be in harmony and not isolated. The organization must get the vertical, data, horizontal external, and internal integration right to reap the benefits. This paper offers an integrated market communication of the Coca-cola Amatil (CCA) Company (Fairweather & Swinburne University of Technology, 2001). CCA is among the largest companies in the Asia-Pacific region and operates in six countries including Australia, Indonesia, Samoa, New Zealand, Papua New Guinea and Fiji. CCA is a bottler of various ready-to-drink non-alcoholic beverages. CCA has a diversified portfolio of the different beverages that include spring water, carbonated soft drinks, sports drinks, fruit juices, energy drinks and iced tea (Fairweather & Swinburne University of Technology, 2001). The company also offers tea, coffee, some ready-to-eat vegetables and fruits products and snacks. The IMC plan will be aimed at increasing the CCA brand awareness by 20%. Additionally, the IMC program will be modelled on the sense that it can be implemented on the existing Australian or global market or even a new market.
Communication objectives
This section offers the primary goals for the campaign that the IMC aims in developing. CCA has always been one of the largest companies benefiting from the sales of non-alcoholic drinks such as several carbonated soft drinks such as Fanta, Coca-Cola, Sprite, Lifts and Kirks among others. However, to increase CCA brand awareness by 20%, exceptional and creative ideas have to be put forward to formulate SMART objectives. Many people prefer soft drinks to energy drinks. In most cases, people buy energy drinks when they are in need of revitalizing their energy. Additionally, some are of the view that energy drinks are not health. However, CCA as attempted to forecast on changing this perception by forecasting on marketing energy drinks among soft drinks market and entertainment. The IMC will focus on forecasting on the use of energy drinks in alcoholic beverages in parties, road trips, bars and sporting activities. Therefore, the future of enhancing the Monster and Mother brands should aim at this perspective (Fairweather & Swinburne University of Technology, 2001). This IMC will strive to achieve the following objectives;
* Launching the Monster-King product at the start of the financial year 2017 in April.
* Generate greater awareness of Monster-King by 20% among various Energy Drink customers or consumers who should be accomplished within the first six months of the financial year 2017.
* Improve the knowledge of Monster-King among generation “X” and Generation “y” by 20% by the end of the fiscal year.
* Enhancing positive association in Monster-King by 20% during the first six months of the 2017 fiscal year
* Raising the brand value by 20% by the end of the fiscal year
* Increasing preference for the Monster-King brand against another competitor by 20%
* Developing Monster-King as a trusted brand among our targeted audience by 20% by the end of the financial year.
* Increasing customer loyalty by 20% by the end of the year.
Segments and target market
In this section, the customers, clients or consumers are analyzed.
The target audience, are individuals aged between 15 years of Age to 65 years. In this IMC we will label this generation as the generation “x,” which include individuals born in the mid-1980s to the early 2000s and generation’s” that include people born in the 1950s to the beginning of the 1980s. Both females and males will be targeted, because in the modern age both sexes are as outgoing and involved in everything that goes on in society, unlike early and mid-20the century where men made all the decisions, including types of drinks to be bought. The current population of people aged between 15 to 65 years in Australian is allowed to work and represent 66% of the Australian population, which is around 15 million inhabitants. However, only half of these individuals may be employed with a disposable income of $0 to $830
All adults and teenagers carrying all types of activities and are in dire need of water may want to buy a bottle or Pump and Mount Franklin to refresh their bodies and prevent dehydration. Additionally, adults and youths may be thirsty or idling and feel that a soft drinks will update them and feel great and relaxed. On the other end, athletes and other sportsmen may feel a Monster or Mother Energy drink might revitalize their energy. The energy drink should revive their interest during the sports, entertainment or activity that they are undertaking. The adults and teenagers must have the opinion that whenever they drink a monster, they feel energized and back to their usual self no matter if it was in a bar or a party where alcohol may have taken a toll on them.
All areas of Australia will be focused on since consumers can use energy drinks at any time and no matter the climatic conditions. All the states include South Australia, New South Wales, Tasmania, Queensland, Western Australia and Victoria State will all be given the required attention. However major cities such as Sydney in New South Wales with a population of almost 4,627,345 people and Melbourne in Victoria with a population of 4,246,375 will be given special marketing attention due to their large populations. Brisbane in Queensland and Perth in Western Australia will also be considered in an extraordinary manner. The figure below illustrates the Australian states;
Creative idea
The idea of this IMC is introducing the Monster-King energy drink, which an upgrade of the current Monster drink, that will be used to enhance the brand's name by 20%. This product will be introduced to the market via the use various marketing and advertising strategy. The product shall go by the name of Monster-King for commercial purposes. A slogan shall be developed indicating “Be crowned a Monster-King.” As mentioned earlier our target is both the generation “X” and Generation “Y” who belong to the working class and are in need of energy refreshment and revitalization. There will be various advertising mediums that will be used such as sales promotions, social media, newspapers and magazines and sponsorship deals. These will all be aimed at reaching the targeted audiences in different states of Australia. It is important to note that the selected medium is strategically selected to help reach our audiences since they are effective and efficient in conveying our information in an appealing manner. For instance, use of billboards and poster with colorful images help in ensuring that visual communication is prevalent to the general public. Visuals with beautiful, authentic and high-quality images are critical in ensuring that we facilitate the effect our messages have on magazine readers, our Facebook followers and drivers on the main highways among others. They help in bringing a high adrenaline rush and creating an imagination of vibrancy and hype on the sight of a visual portraying a Monster-King can.
The main aim of the advertisement is giving a Monster-King energy drink a new outlook, perception, and opinion among our customers, wholesalers, and retailer which will be translated into increased sales, profits, higher market share and consequently enhance our brand image. The point to be emphasized is that Monster-King is not just a regular energy drink but a drink for Kings and Queens aiming at revitalizing their energy and running their daily world with that aura and desire of a king. Via adrenaline rushing and dynamic visuals and can design, the emotions of our target will be evoked translating into increased desire and excitement to rush to a store and test the Monster-King and live the experience of unlimited energy. The sales promotion will also be a key pillar of the IMC in attracting a large number of buyers in the form of retailers, customers or wholesalers. The targeted audience will have a higher purchasing satisfaction that will be facilitated by lower prices and gift packs. Additionally, through sponsorship and involvement in various event implies the notion that Monster-King is part of our daily activities and life.
Positioning Strategy
In this secti...
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