Paper on Integrated Marketing Communication Plan for Lion Company
Added on 2020-03-16
19 Pages4500 Words369 Views
1Integrated Marketing Communication PlanCase of Lion Company on AustraliaStudent Name:Student Number:Module Code:
2Table of Contents1.Executive Summary.............................................................................................................................32.Introduction.........................................................................................................................................33.Communication objectives..................................................................................................................44.Segments and the Target markets.......................................................................................................45.Targeting strategy................................................................................................................................56.4. Creative Idea....................................................................................................................................67.Positioning strategy.............................................................................................................................67.1.Benefit positioning strategy.........................................................................................................77.2.Celebrity-driven positioning strategy...........................................................................................77.3.Value and price positioning.........................................................................................................87.4.Quality positioning strategy.........................................................................................................88.Communications Strategy and media mix...........................................................................................88.1.Advertising...................................................................................................................................88.2.Public relations............................................................................................................................98.3.Direct marketing........................................................................................................................108.4.Personal selling..........................................................................................................................119.Budget...............................................................................................................................................1110.Timeline.........................................................................................................................................1511.Evaluation......................................................................................................................................1612.Conclusion.....................................................................................................................................17References.................................................................................................................................................18
31.Executive SummaryThe paper is an integrated marketing communication plan for Lion Company. The paper focuses on different sections in order to understand the processes that the company chief executive officer (CEO) will use to market soya brand of milk to teenagers in Australia. Among the key areas of focus includes the communication objectives, STP, creative idea and the IMC mix. The findings of the plan shows that key communication objectives is to increase the market awareness among the teenagers by 20% in 2020, sell 3 million of soya milk units by 2020, and increase the overall market share from 35% to45% in 2020. The company should adopt the following strategies. The benefit positioning, celebrity-driven positioning, value and price, and quality positioning strategies. Be marketing department must ensure that the company implements the communication mix in terms of public relations, direct marketing, andadvertising.2.IntroductionThis report is an integrated marketing communication plan that focuses on Lion Company in Australia. The company operates with its headquarters in Sydney Australia. Lion Company specialises in manufacturing of food and beverages. For example, some of the products processed includes beer, wine, spirits, yogurts, cheese, soya products, and flavoured soya milks. Therefore, this IMC focuses on households and primary consumers of flavoured soyamilk brand. The report covers nine different sections. For instance, section two outlines the communication objectives that the company seeks to achieve. Section three looks at the segment and the target market that the company seeks to serve while using its internet service brand. Mostimportantly, the IMC will focus on the small business owners as the primary market. Section 4 looks at the creative idea concerning the creative message behind the strategy. Section 5
4considers the positioning strategies that would help make customers’ consumer more flavoured soya milk brand from the company. Section six of the report looks at the best communication strategy and the media mix. While on the other hand, section 7 – 9 looks at the budget, timeline, and the evaluation metrics. 3.Communication objectivesFor a company that seeks to create a market awareness regarding the flavoured soya milk, therewould be the need to design marketing objectives that depends on a SMART framework. For example, Fifield (2008) explains in his study that such a marketing objective must show specific, measurable, realistic, and timebound objectives. In this case, therefore, the company will use the following objectives;a.To increase the level of market awareness among households in Australia by 20% by 2020b.Increase the volume of sales of flavoured soya milk from the current 2 million sachet to 3 millionsachets y 2020c.Increase the market share from the current 34% to 45% by 20204.Segments and the Target marketsIn today marketing, companies are now appreciating the importance of segmenting their markets to assist them identify groups of customers with similar behaviours and those that are likely to increase their demand when marketed in the right manner. The objective of segmenting the market just as Fifield (2007) explains is to design the correct marketing plan that would help create a market awareness among these groups. Furthermore, Ainsworth (2013) explains that this is always an audience and not product focused in order to communicate and deliver the message. Therefore, this report provides that the company start by knowing its target market before selling the flavoured soya milk. The marketing department can use the above to subdivide the market
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