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Integrated Marketing Communication of ALT Soft Drink

   

Added on  2020-04-07

22 Pages4689 Words461 Views
Running head: INTEGRATED MARKETING COMMUNICATIONIntegrated Marketing communication PlanName of the Student:Name of the University:Author note:
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1INTEGRATED MARKETING COMMUNICATIONExecutive SummaryThe following report is based on the integrated marketing communication of ALT soft drinksthat is available at the Woolworths supermarket. It was found in the research conducted by thebrand that the sales of ALT soft drink is not as it is being expected, the sales is very low. Theobjective behind the marketing plan is to create brand awareness and hence increase the sales ofthe of the product. The report begins with a brief introduction, then the topics are communicationobjective, segments and target market, creative idea, position strategy, communication strategyand media mix, budget and timeline. A marketing budget of all the activities to be carried out hasalso been given with this report.
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2INTEGRATED MARKETING COMMUNICATIONTable of ContentsIntroduction......................................................................................................................................3Communication Objectives.............................................................................................................4Segments and the target market.......................................................................................................4Creative Idea....................................................................................................................................5Positioning strategy.........................................................................................................................6Communication Strategy and Media mix........................................................................................7Budget............................................................................................................................................13Timeline.........................................................................................................................................14Evaluation Metrics-.......................................................................................................................18Conclusion.....................................................................................................................................18References......................................................................................................................................20
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3INTEGRATED MARKETING COMMUNICATIONIntroductionALT is a brand of soft drinks that is being sold by Woolworths which is an Australiansupermarket, the parent company of the supermarket is company is Woolworths limited. OnlyWoolworths sell the soft drinks of ALT. It is available in several varieties like, passion fruit,pineapple, cherry and apple. Woolworths has planned for certain activities in its IntegratedMarketing Communication for the promotion and advertising of soft drink brand named Alt, thebrand has soft drinks like Alt tropical passion fruit, Alt blood orange and citrus soft drink and Altmixed berry and apple soft drink. The report will have details of all the activities that will becarried out within a period of six months. The total budget for carrying out the various(Woolworths Group: Quality Brands and Trusted Retailing, 2017).
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4INTEGRATED MARKETING COMMUNICATION(Woolworths Group: Quality Brands and Trusted Retailing, 2017)Communication ObjectivesTo increase the brand awareness of the soft drinks of the brand Alt by 20 percentTo increase sales of the brand by 35 percent To communicate to the people of all the ages, children, young and old that ALT softdrink is a healthy beverage. Segments and the target marketThe market segment of the product is people of all age who like soft drinks. However the focus of the company will be on people from the age group of 5 to 50 years since the sugar
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5INTEGRATED MARKETING COMMUNICATIONcontent of the soft drink is not high old people who are cautious about their health can also enjoythe soft drinks. The aim is to grab the attention of the people who visit the supermarket through the activities that will be carried out for promotion of the brand, which will be done by giving discounts, free samples so that the brand can increase its customer base (Dickenson & Crawford, 2017). (Dickenson & Crawford, 2017)Creative IdeaThe creative message behind the strategy is to communicate to the customers that ALTsoft drink is safe because the sugar content is not high. It wants to communicate to all itscustomers that it is not like other soft drinks that are carbonated and high on sugar content. They
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