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Management has just decided to use an Integrated Marketing Communication

Your company manufactures juice and plant drinks, and the management has just decided to use an Integrated Marketing Communication approach for its marketing initiatives. Discuss what factors you would think about as you plan to implement your company’s new marketing communication strategy.
You will research and give an example of a company that uses various media to convey a consistent message through integrated marketing communications (IMC). Who is their intended audience and where are they located, what is their message (provide the direct message and underlying meaning, if any), and what media are they employing to convey their message?
What are some trends you see affecting marketing communications? Research a specific brand and discuss how certain trends are impacting its marketing communications effort.
For this assignment, do not simply define concepts; instead, discuss the relevant underlying concepts and relate it to the scenario you are provided in the questions.

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Sample Answer

 

 

 

  • Audience: Who are you trying to reach with your marketing messages? What are their needs and wants? Where do they spend their time?
  • Brand positioning: What do you want your brand to stand for? What makes your juice and plant drinks different from the competition?
  • Marketing mix: What marketing tools will you use to reach your target audience? This could include advertising, public relations, social media, events, and sales promotions.

Full Answer Section

 

 

 

 

  • Budget: How much money do you have to spend on marketing?
  • Measurement: How will you measure the effectiveness of your marketing campaigns?

Here is an example of a company that uses various media to convey a consistent message through IMC:

  • Company: Innocent Drinks
  • Target audience: Young adults, ages 18-35
  • Location: United Kingdom
  • Message: Innocent Drinks is a healthy and refreshing alternative to sugary drinks. Their drinks are made with natural ingredients and no artificial sweeteners.
  • Media: Innocent Drinks uses a variety of media to reach their target audience, including:
    • Advertising: They run ads in magazines, newspapers, and on TV.
    • Public relations: They get their products featured in magazines and newspapers, and they also sponsor events.
    • Social media: They have a strong presence on social media, including Facebook, Twitter, and Instagram.
    • Events: They host events, such as concerts and festivals, where they can give out samples of their drinks.
    • Sales promotions: They offer discounts and coupons to encourage people to try their drinks.

Innocent Drinks has been successful in using IMC to reach their target audience and build a strong brand. Their consistent message across all channels has helped them to create a positive association between their brand and healthy living.

Here are some other examples of companies that use IMC effectively:

  • Coca-Cola: Coca-Cola uses a variety of media to reach their target audience, including advertising, public relations, social media, events, and sales promotions. Their message is consistent across all channels, and they use humor and emotion to connect with their audience.
  • Nike: Nike is another company that uses IMC effectively. Their message is focused on inspiration and motivation, and they use a variety of athletes to convey their message. Nike’s IMC campaigns are often very successful, and they have helped to make the company one of the most recognizable brands in the world.
  • Apple: Apple is known for its innovative products and its sleek, minimalist design. Their IMC campaigns are also very creative and stylish, and they help to reinforce Apple’s image as a premium brand.

IMC is a powerful tool that can be used to reach a target audience and build a strong brand. By carefully considering the factors involved, companies can create IMC campaigns that are effective and successful.

 

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