IMC Plan for Australian Medical Association

Introduction
This IMC pitch is for the potential client AMA (Australian Medical Association). The brief that
was provided is that the company has two objectives with the IMC plan: first is to stop
advertising junk food and second is to impose tax on sugar. The bottom line of the objective is to
revolutionize the unhealthy lifestyle that is led by the Australian citizen. The plan is developed
keeping in mind the reach of the target audience and the revolutionary idea of the Association.
Slide 1 and 2
The situational analysis help us focus on the issues that the association will face if the plan is
implemented, as the industries that are targetedhave a significant contribution towards the
economy of the country. There can be conflict in order to stop the campaign from being
successful as a number of businesses operate in the fast food and confectionery industry. Thus,
the success of the campaign would mean implementation of policies against the advertising of
junk food as well as imposition of tax on sugar. On the other hand, there will also be social
issues as people have the liberty to choose the way they want to lead their life. Diet is a part of
the lifestyle and is embedded in an individual and such concepts are difficult to change.
Slide 3 and 4
The target audience of the IMC campaign can be said to be the population of Australia as it is
more of a public service campaign. However, to make the plan it is important to understand the
reach of the audience therefore the three segments that has been divided are demographic,
behavioral and geographic. As described on the slides the division of the demographic
segmentation is targeted towards both male and female in the age group 15-55, these people are
from all sections of the society. Behavioral segmentation audience is targeted towards the people
who does not lead a healthy lifestyle and has the tendency to consume unmonitored junk food
and sugar.
Slide 5
The graph that has been shown indicates the population of the people who suffer from obesity in
the major cities, inner region and outer region of Australia. As the indication of the number of
people in these three areas is more or less similar the geographic consideration will include all
the three areas.
Slide 6
Previously the objective of the company to undertake the IMC approach has been discussed,
these are the objectives or what the company wants to achieve form the IMC plan are as
indicated on the screen. Awareness and recognition of the problem is the main objective which is
similar to that of the Association’s objective of launching the plan, however the other objectives
of the company are aligned with the plan that is developed.