IMC Planning and Communication Strategy Development

RUNNING HEAD: INTEGRATED MARKETING COMMUNICATION PLAN 1
Integrating Marketing Communication
Coca Cola Amatil
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INTEGRATED MARKETING COMMUNICATION
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Executive summary
The report focuses on the IMC Plan and focus on different market communication
strategies. The process of IMC is important from the point of developing effectiveness in an
organization. In the presence of excess of competition, it is important to develop an effective
plan that will help in managing the issues taking place. A preliminary budget related to the
organization growth and development is important for measuring relative strength. The budget
ensures the effectiveness of the brand. Coca Cola Amatil is a well-known brand in Australia. The
purpose of the plan is to ensure the process of growth and development important for achieving
necessary results.
Contents
Introduction.................................................................................................................... 3

INTEGRATED MARKETING COMMUNICATION
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Communication Objectives................................................................................................. 4
Creative Idea.................................................................................................................. 4
Segment and target market................................................................................................. 4
Position strategy.............................................................................................................. 5
Communication strategy.................................................................................................... 5
Advertising................................................................................................................. 6
Direct Marketing.......................................................................................................... 7
Internet/Interactive marketing.......................................................................................... 8
Sales Promotion........................................................................................................... 9
Publicity and Public Relation......................................................................................... 10
Personal selling.......................................................................................................... 10
Basic budget concepts..................................................................................................... 11
Analysis................................................................................................................... 11
Identity.................................................................................................................... 12
Goals....................................................................................................................... 12
Budget..................................................................................................................... 12
Evaluation metrics......................................................................................................... 13
Conclusion................................................................................................................... 13
References................................................................................................................... 14

INTEGRATED MARKETING COMMUNICATION
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Introduction
Coca Cola Amatil is an Australian based soft drink company. Coca Cola Amatil is the
largest Beverage Company in Australia providing different brands of product. The organization
consists of structure, policies and corporate culture in an extremely changing environment. They
operate on franchised distribution system where they only produce the syrup which is been sold
to various bottlers Coca Cola’s marketing strategies drive it to be the pioneer in the soft drink
industry. They follow the market strategy that focus on adopting the local culture of the country
they are working. The brand wants to refresh the world by inspiring moment of happiness and
cheerfulness. This is how they will create value that will create market difference. The report
provides with the Budget planning and communication plan (Our Company, 2017)
Communication Objectives
The key purpose of this report is to develop An IMC plan. The integrated components
used by the company are mass media methodology. These methodologies include, advertising,
print media and banner advertisements. This approach is used in well coordination with the
marketing mix; direct marketing and web based interactive and social media promotional tools
(Luxton, Reid & Mavondo, 2015). Coca Cola Amatil is using the IMC plan to communicate
with the target market. It is using 360 degrees communication strategy to get in touch with the
customers. The communication plan is adopted to create emotions and affiliations. The mixed
IMC strategy focuses on bringing value to the product. The fun tradition professed by the
company provides with a strong market base (Belch, Belch, Kerr & Powell, 2014).
Creative Idea
The purpose of IMC plan is to attract customers through interactive promotional offers. The
primary focus is to generate Awareness in Australia regarding the product and to introduce new
social media campaign in coming months.
Segment and target market
The brand strategy of Coca Cola Amatil is most prolific in marketing history. They are
repeatedly been ranked among the soft drink companies in Australia as a direct result of its