Unlocking the Power of Product Usage
Added on 2019-09-26
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INTEGRATEDMARKETINGCOMMUNICATIONSAssessmentName:Course:Submitted to:Date:[DATE][COMPANY NAME][Company address]
Integrated Marketing Communications 1Table of ContentsIntroduction......................................................................................................................................3Discussion........................................................................................................................................3Current Market Situation of the Drink.........................................................................................3A.Internal analysis.............................................................................................................3B.External analysis............................................................................................................4The integrated marketing communications objectives................................................................5A.Objectives of marketing................................................................................................5B.Objectives of communication........................................................................................5C.Primary Target Audience (Youth aged 14-25)..............................................................6Budgeting approach and allocation of budget.............................................................................7Development of an Integrated Marketing Communication program..........................................8A.Sales Promotion.............................................................................................................8B.Digital Marketing..........................................................................................................9Evaluation and Control..............................................................................................................11A.Recognition and Recall Measures...............................................................................11B.Measures of Emotional Reactions...............................................................................12References......................................................................................................................................13
Integrated Marketing Communications 2
Integrated Marketing Communications 3IntroductionThe aim of the marketing communication is to support the missions and the objectives which arebeing incorporated in the strategic plan of the company. If an organization has a proper plan forits audience it can focus on the marketing and communication as well. All the activities must beperformed following to that particular plan so as to create a big picture. Marketingcommunication is a highly important strategy that helps the company to build a brand reputationand focus on all the target audiences. This report focusses on an energy drink named “FullPotential”. DiscussionCurrent Market Situation of the DrinkA.Internal analysis“Full Potential” is a symbol of vitality which benefits the athletes and working people. With atagline “Unleash the Beast”, it portrays the best image of being an energy drink to the audiences. The drink is one of the best available in the market and has ingredients like caffeine,carbohydrates, taurine,ginseng and B vitamins, which are highly known for developing physicalendurance. When the samples were given to the people, it was seen to have a relieving effects onthem. Furthermore, the results of the energy drink is seen to improve with high concentration andspeed. Therefore one of the main reason for awareness of the product in the market is due to thetagline(Simkin, 2000).The energy drink aims to promote a healthy/ active lifestyles which is an imperative factorrequired in a time-pressed society. It helps in promoting the sports culture. Furthermore, the
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