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.
- 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.