Marketing Communication - The Daily Juice
13 Pages2803 Words438 Views
Added on 2020-03-28
Marketing Communication - The Daily Juice
Added on 2020-03-28
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Running head: MARKETING COMMUNICATIONMarketing CommunicationName of the Student:Name of the University:Author’s Note:
1MARKETING COMMUNICATIONTable of ContentsIntroduction......................................................................................................................................2Overview of the company and its products.....................................................................................2Target Audience...............................................................................................................................3Advertising Objectives....................................................................................................................4Alternative style of advertising and justifying the selection...........................................................5Media Plan.......................................................................................................................................6Platform used...............................................................................................................................6About the Company.....................................................................................................................6Goal..............................................................................................................................................6Result...............................................................................................................................................7Explaining communication plan through social media...................................................................7Evaluating the effectiveness of the IMC plan..................................................................................8Conclusion.......................................................................................................................................9References......................................................................................................................................11
2MARKETING COMMUNICATIONIntroductionMarketing communication is defined as the complex and fundamental marketing effortsimplemented by the business organizations. This allows the business organizations tocommunicate messages to the target customers by using various media. The most widely usedmarketing communications include branding, packaging, sponsorships, advertisement and directmarketing. Additionally, marketing communication provides the basic outline thereby, laying thefoundation for the rest of the procedures (Parente & Strausbaugh-Hutchinson, 2014). This report introduces the integrated marketing communication plan for an Australianbased fruit juice company named The Daily Juice. The integrated marketing communication planhighlights the brief overview of the company and its products along with advertising objectivesfor influencing the purchase decision of the target customers. The report also highlights a mediaplan developed for achieving the objectives along with evaluating the effectiveness of the IMC. Overview of the company and its products The Daily Juice Company was established in 1989 with only 12 employees with a vision ofserving the most delicious and healthy juices for the Australian customers. Initially, the companyonly produced orange juices but later on based on the increasing demand of the customers, thecompany launched varieties of flavors. The aim of the company was to serve healthy anddelicious fruit juices for the Australian market. The different types of fruit juices launched by thecompany include Nourish Green, Nourish Green and Nourish Orange. The company packagedthe juice in the family pack as well as in breakfast bottles. After serving only orange juice overthe years, the company has launched the new flavors. This will provide the company to attract
3MARKETING COMMUNICATIONthe customers and increase the demand for their juices manufactured by the company. Therefore,the company needs to communicate the new products to the target customers in the Australianmarket by developing and implementing suitable IMC (Dailyjuice.com.au, 2017).Target AudienceThe company has considered both demographics and psychographics approach whiledeciding the target audience. Reports suggest that majority of the Australian population issuffering from health complications due to unhealthy lifestyle and daily diet (Daa.asn.au, 2017).For example, large Australian population is suffering from obesity due to consuming highamount calorie in their daily diet. According to the National Health Survey, almost 63.4% of theAustralian population is obese and the numbers have doubled since 1995 (Abs.gov.au, 2017).Figure 1: Obesity in Australia from 1995-2015(Source: Abs.gov.au, 2017)
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