HND Diploma Business Integrated Marketing Communications

THE MILLENNIUM UNIVERSITY COLLEGE
BTEC Higher National Diploma
HND Business Unit #
Assignment front sheet
Qualification Unit number and title
Pearson BTEC Level 5 HND Diploma
Business Integrated Marketing Communications
Student name Assessor name
Junaid Kamran Sir Rao Anees
Date issued Completion date Submitted on
19-09-2018 28-09-2018
Assignment title Integrated Marketing Communications
Hand-in Policy
You must complete this assignment on time. If you experience difficulties,
you must inform your tutor accordingly.
Late Work Policy
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illness).
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this assessment is your own work by signing the following statement:
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: Date:

Table of Contents
Introduction ..................................................................................................................................... 3
Evaluate Different Marketing Channels and how they serve communication objectives .............. 5
Devise Communication objectives and justify appropriate channel selection and integration .... 11
Design and Produce content appropriate to the channel and communication objectives ............. 18
Demonstrate the ability to critically evaluate a case study involving communication strategy,
channel choice and creative content ............................................................................................. 23
References ..................................................................................................................................... 26

Introduction
Integrated marketing communications is an important
aspect for every business. The term marketing
correspondence can be comprehended as the advertising
endeavors put by an association with the end goal of
advancement of their items or administrations in the
market (Kitchen, 2010). The thought process behind
utilizing promoting correspondence is to upgrade their execution and improve the client base of
the business by making the clients mindful about the items or administrations. It is a type of
messages or media utilized by the business for speaking with the clients and the potential clients.
This report will be executed by covering the different perspectives identified with incorporated
promoting correspondence and its job in a business. The report will talk about the promoting
channels which the organization utilizes, vital showcasing correspondence plan arranged or built
by the business and an advertising correspondence procedure and the way in which the
components of the correspondence procedure are connected at the worldwide level (Kitchen,
2010).
“Tropicana is one of the world’s leading food and beverage companies comes under PepsiCo,
with over $66 billion in net revenue in 2014 and a global portfolio of diverse and beloved
brands” (PepsiCo, 2016). Tropicana has developed a strong marketing mix with a variety of
strategies and developments that promote to what they call performance with a purpose. By
establishing products across the world, understanding the mechanisms of pricing, creating safety
procedures in the supply chain process, integrating marketing communications globally, and
promoting products with interactive advertisements and social media outlets Tropicana will
continue to show competitive advantage amongst other food and beverage businesses.
Logo of the organization
The logo has a name and an orange leave symbolling the fresh fruit. The present logo is of green
color with simply typed the brand name with the leave in the top.
Objective of marketing communication plan
Tropicana anticipates bringing the product awareness to our target market through its
promotional mix scheduled to start in the beginning of 2018. As the market for the health-

consciousness grows, our new product is expected to increase PepsiCo revenue and market
share. As a manager of promotions and sales for PepsiCo I am aimed to produce an ideal
marketing communication mix and develop an integrated marketing communications plan to
achieve the business objectives of the company.
Product Name and
description
Tropicana Coco the new product line by the Tropicana with
45% fruit and 10% coconut juice with no artificial sweetener.
The drink contain 40 calories per serving.
Launching Tropicana was scheduled to be launched in early in 2018.
Specification Tropicana is a health fruit juice available is mango, orange,
strawberry, black grapes and berry flavor.
Target Market The target market for the product will be male and female kids
of age 5 to 16 years.

Learning Objective 1
LO-1.1 Evaluate Different types of Marketing channels and how they serve
communication objectives of an organization.
Marketing communication
Marketing communication is a fundamental and complex part of a company’s marketing efforts.
Loosely defined, it can be described as all the messages and media you deploy to communicate
with the market.
Marketing channel of Tropicana evaluation and purpose
There are basically seven types of marketing channels:
Retail; distributing products and services through locations that you own and operate.
Retail Partners; Selling to retailers.
Franchising; distributing through retail locations that you have significant control over but
don't own. For example, a car manufacturer may sell through a network of authorized
dealers who need to meet a variety of conditions to quality.
Direct Marketing; establishing a direct relationship with customers with techniques such
as personal selling or ecommerce.
Wholesale; partnering with wholesale businesses that have their own distribution
networks.
Agents/Brokers; Using agents and brokers to represent you in distributing your product to
wholesalers, retailers or customers.
Value Added Reseller; Distributing products or services to partners that incorporate it into their own
offerings. For example, a bicycle tire manufacturer may sell primarily to bicycle manufacturers.

Marketing communication includes advertising, direct marketing, branding, packaging, your
online presence, printed materials, PR activities, sales presentations, sponsorships, trade show
appearances and more (Kimmel, 2005).
ADVERTISING
Amid our dispatch, in-store notices will be utilized to advance our new Tropicana. The
publications will delineate a mixed organic product drink in our unmistakable Tropicana bottle;
crisp natural product will encompass the container. Every one of our stores has chalkboards that
can be refreshed to any new item or occasion we are right now advancing. Our chalkboards can
be changed week by week to center around one of our super products of the soil added data to
our clients with respect to taste, medical advantages, and the numerous blenders that can be
added to alter their drink.
o Tv ad
Marketing also occupies a great space in Tropicana’s success. Everyone
remembers their TV commercials:
“Fruit farmer gives fresh orange juice to a woman who tries to find orange juice
on the supermarket’s shelf”
This commercial offers impression to shopper that Tropicana's juices are always
new. Latest Tropicana's TV
commercial which states that
"Have a Tropicana Morning"
is exceptionally fruitful and
passes on extremely smart
message that buyers ought to
have Tropicana squeeze each
morning at breakfast
(Tropicana Ads and
Promotion). Newspapers,
Figure 1; TV advertisement of Tropicana Coco

magazines and different advertisements of Tropicana's items contain similar
messages about Heath, Freshness, 100% squeeze and Tastes."
Sponsorship
Another great marketing strategy is the Tropicana's Field stadium from Lahore have football
games, shows and other donning occasions. This giant stadium has entertainment focus, strip
mall, sustenance rope and heaps of Tropicana items offered available to be purchased"
(Tropicana Sponsorship).
PERSONAL SELLING
Once our item is accessible in stores (multi week before dispatch) for testing, our accomplices
(in-store workers) will have the capacity to push our item to clients through close to home
offering. Our accomplices can give test Tropicana bottles and present the numerous advantages
every super natural product can offer. We will give enlightening leaflets to our accomplices and
have instructional courses of what we are endeavoring to achieve with our new item. The
instructional meetings will likewise give the essential data to our accomplices to hand-off the
health advantages and give individual correspondence channels straightforwardly to our clients
and all potential new clients to our Tropicana Coco. Tests will offer a verbal stream of promotion
that will hopefully pick up the consideration of more non-Tropicana customers. Since we are
utilizing our business power to push the item through the channels to our end buyer, we will
utilize a Push Strategy in our promotion mix (Kitchen, 2010).
Our conveyance is reliable with our goal since it is concentrated appropriation over the Pakistan
keeping in mind the end goal to come to a 5% expansion in customer traffic and 4% increment in
deals by offering a more beneficial drink made with unrivaled products. Our dissemination is
predictable with our product positioning since we are running with makers who give quality
products at great costs, making a "more-for-the-same value position. Ultimately our
appropriations is fits well with whatever remains of the advancement blend by discovering
makers that give products that are sound and advantage the buyer and also give us aggressive
evaluating so as to pick up our 5% expansion.

The United States Direct Selling Association (DSA) detailed that in 2000, 55% of grown-up
Americans had eventually acquired merchandise or administrations from an immediate offering
delegate and 20% revealed that they were currently (6%) or had been in the past(14%) an
immediate offering agent.
LO-1.2 Critically Evaluate how marketing channels of communication are
integrated within an organization to add value and maximize resources.
The distribution procedure utilized for the new Tropicana coco will be a legally
binding vertical promoting framework with an aberrant showcasing channel,
where the Tropicana will be in contract with makers, who convey the essential
items and fixings to Tropicana stores the nation over (Broderick, 2005). To get
the sorbet we will experience Dryer's Ice Cream, for the super organic product
we will experience Juice and for the blenders, including; bananas, strawberries,
granola, nutty spread chips, chocolate chips, destroyed coconut, dried
cranberries, we'll use distributer The showcasing procedure length will comprise
of one delegate who is Tropicana (the retailer) and the broadness will be concentrated
circulation.
Distribution strategy of PepsiCo for the Tropicana
The choice procedure for youthful grown-ups incorporates recognizing or looking, for a place
where they can ponder, mingle, meet with different understudies or companions and drink
Suppliers of
raw products PepsiCo Retails
Intensive
distribution to
consumers

excellent items. Settling on a place that can fulfill on whatever number of those need as could
reasonably be expected, is critical and important to join this "third place" into their lives
(Broderick, 2005).
Integration of marketing channels communication within an organization
This type of marketing strategy is appropriate and integrated within the organization and in order
to build closer relationships with its suppliers, Tropicana opened a field center in Islamabad. By
doing so, Tropicana aim to work directly with existing and potential producers. The revenue
from its company operated stores accounts for 84% of its total revenue. A high percentage of
revenue in company retail operation explains Tropicana’s strategy to increase its market share in
existing market and opening new company-operated stores where the opportunity exists.
LO-1.3 Make valid judgements about how marketing channels add value
using specific organizational examples to demonstrate.
Tropicana has patched up its menu, including a more beneficial choice of drinks for children and
grown-ups. Tropicana is always searching for inventive thoughts, items and encounters that can
be offered to its clients. In any case, Tropicana faces challenges in expanding into different areas,
as it is reliant on the retail. (Broderick, 2005).
Judgements
As per an ongoing survey directed by our promoting group, the buyers are intending to buy more
squeeze from Tropicana over the present quarter, while hoping to decrease shake buy from
McDonalds. While McDonalds remains a strong venture, Tropicana offers an alternate incentive
and has a more noteworthy potential in light of its basic essentials. The organization has
demonstrated the malleability of its business in the course of recent months, while keeping up a
solid position to exploit amid the financial recuperation.
Wholesalers get vast amounts of items from makers, store them, and separate them into cases
and other littler units more helpful for retailers to purchase, a procedure called “breaking bulk.”
“Wholesalers get their name from the fact that they resell goods “whole” to other companies
without transforming the goods”.

Case studies;
On the off chance that you are attempting to stock a little gadgets store, you most likely would
prefer not to buy a truckload of iPods. Rather, you likely need to purchase a littler arrangement
of iPods and also other stock. By means of wholesalers, you can get the collection of items you
need in the amounts you need. A few wholesalers convey an extensive variety of various items.
Other convey thin scopes of items
The Internet telephone benefit Skype and the cell phone creator Nokia made a flat promoting
framework by collaborating to put Skype's administration on Nokia's telephones. Skype trusts it
will achieve another market (cell phone clients) along these lines. What's more, Nokia would like
to pitch its telephones to individuals who get a kick out of the chance to utilize Skype on their
(PCs).

Learning Objective 2
LO-2.1 Design communication objectives for a given organizational situation.
Following are the advertising objectives of IMC plan
1. The showcasing objective is to convey attention to the new item, particularly its esteem
and advantages to the chose target advertise, prompting a 5% expansion in client activity and a
4% increment in offers of refreshment drinks in organization possessed retail locations.
2. A new product offering will be executed. Increment inside two years of presenting the
new item.
3. By the second year of presenting the new item, the quantity of exchanges in each store
will quantify the focused on increment in client activity, and the expansion in the income of
refreshment beverages will be estimated by the aggregate deals in each store over the time of
multi year.
LO-2.2 Provide justifications for the selection and integration of
communication channels chosen.
CHANNEL OBJECTIVES
The distribution procedure utilized for the new Tropicana coco will be a legally binding vertical
promoting framework with an aberrant showcasing channel, where the Tropicana will be in
contract with makers, who convey the essential items and fixings to Tropicana stores the nation
over (Broderick, 2005). To get the sorbet we will experience Dryer's Ice Cream, for the super
organic product we will experience Juice and for the blenders, including; bananas, strawberries,
granola, nutty spread chips, chocolate chips, destroyed coconut, dried cranberries, we'll use
distributer The showcasing procedure length will comprise of one delegate who is Tropicana (the
retailer) and the broadness will be concentrated circulation.
Organizations must find strategies to provide an opportunity that presents a detailed product
story, generates emotional connections with consumers, and drive sales of products and services
through direct marketing channels (Hwan & Hoffman, 2015). Some of the ways in which
corporations can promote products and services is to provide demonstrations, descriptions of

product features and benefits, customer testimonials, price and payment options, product
comparisons, contact information, and repeated calls for actions which can sometimes be seen in
infomercials. According to Morgan, Vorhies, and Mason (2009), there are two interrelated areas
of marketing capabilities. The first area is associated with individual marketing mix processes,
such as product development and channel management. The second is capabilities concerned
with processes of marketing strategy development and execution (Luxton, Reid, & Mavondo,
2015).
LO-2.3 Evaluate the application of communication objectives in relation to the
marketing communications mix and the organizational business objectives.
TOTAL MARKET OBJECTIVES
Our new item was produced with an attention on the necessities of our new and existing clients
and in addition the present patterns portrayed in the situational investigation. For the presentation
of this item be that as it may, specific said fragments will be focused to streamline the ad and the
business advancements. Moreover, the purchasers of our market sections are likely the devoted
client base of Juice and can be focused to wind up the early connectors of "PepsiCo Tropicana"
by offering more client esteem. Our review results show that Tropicana does not offer enough of
assortment to the non-espresso consumers and 20% of them stop at Juice or different foundations
to buy non-espresso drinks before coming to Tropicana to meet their companions or family.
Basically, Tropicana has been losing these clients to different foundations due to not expanding
the non-espresso drink line. All the more essentially, Tropicana can give the one stop comfort
where coffee consumers, non- coffee consumers and wellbeing still, small voice gatherings can
appreciate the quality and taste of our new beverage, while unwinding and making the most of
their opportunity with their loved ones at Tropicana. By focusing on our new fragments of
purchasers, Tropicana can recoup from the 3% loss of client movement detailed in the situational
investigation and acquire new clients by contending with Juice and other smoothie retailers.
PROMOTIONAL OBJECTIVES
Our organization has concentrated on an advertising strategy that identifies with purchasers at an
individual level, on account of this Tropicana has avoided mass promoting and mass media
outlets, and has concentrated on a private correspondence strategy so as to keep up an association
with our clients on an individual level. We will stay away from television plugs, magazine

promotions and radio ads, the main type of advertising/mass media will be our public statement
displayed online specifically through our website and will be issued three months previously our
item is propelled. There are a few correspondence goals that must be satisfied so as to acquire the
piece of the pie we are looking for. So as to ease the stream of our promotion mix we will take
after the AIDA Model (Awareness > Knowledge > Liking > Preference > Conviction >
Purchase) (As is Fig). The components decided for our promotion mix will take after this stream
and give a sorted out promotion plan. For our incorporated showcasing correspondence, we will
utilize coordinate promoting, for example, podcast, advertising on Facebook, twitter, in-store
publications/blackboards and conveying messages on account of the nearby network situated
tailing we right now have established.
Fig; AIDA Model Approach for the promotion of Tropicana Coco
All around with the goal that everybody can get it however relatively few more established
individuals will since they for the most part incline toward unadulterated water drinks. Tropicana
think about every client as an objective and a potential shopper. All age bunches are being
focused on however the most potential is the age aggregate from 18-25 that spreads around 40%

of aggregate age fragments. Way of life: no way of life focused on however busier and versatile
age (youth) are thought to be the most critical piece of shoppers.
Following are client's Media Habits which Tropicana will consider:
• The youthful target group of onlookers of the brand adores media presentation ·
• Mobile age and internet based life is a piece of everyday life ·
• Connected individuals; they like advancements, they like being amazed.
MARKET RESEARCH OBJECTIVES
To achieve mindfulness our new item to the objective market, we will begin a promotion battle
two weeks previously propelling the new item, giving "mindfulness cards" to individuals. We
will probably accomplish no less than a 5% expansion in client activity and a 4% increment in
offers of refreshment drinks in during that time year in the wake of propelling the new item. We
likewise need to increase new clients from all contenders, particularly help juice. The new item
ties in with our showcasing goals, since we expedited mindfulness the item's esteem and
advantages to the particular target showcase (through advancement, notices, sending email
impacts, leaflets, and "making mindfulness cards"). The mixed fruit juice ties in with our
objective market and fulfills the needs and needs superior to contenders since we will offer one
of a kind and super sound mixed beverage with amazing advantages and lower cost.

Creating a substantial marketing mix within businesses is a challenging process. With marketing
in the advancing digital age, organizations must be aware of changing economies, understand the
value of products to consumers, and always use flexible thinking. Some of the ways to support
organizational architecture include product/brand strategies, pricing strategy, supply chain
processes, integrated marketing communications, and promotional strategies. When establishing
strategic marketing plans considerations of demographic characteristics are important to
determine where to locate, send, buy, or sell products and services. Theories, models, and
practices that are being used as marketing strategies should show high results of validity
throughout market revenues. Within marketing there is internal and external environments with
big differentiation of control variables. The two categories are known as micro-environment
(controllable variables) vs. macro-environment (uncontrollable variables). Therefore, when an
organization makes a final decision it should be innovative and sustainable with adherence to
changing marketing challenges.
LO-2.4 Create a valid detailed marketing communications plan that
appropriately integrates multiple communication channels and has SMART
Objectives and tactics to meet the overall marketing and business objectives.
Tropicana’s major goal is consumer satisfaction and creating awareness, desire of potential
consumers. To achieve our goal, we developed 360-degree communication. Since we are at new
product’s introduction level, we focused repetitive ads, sample giving, and PR activities.
Therefore we need to use much promotion strategy. Although we use traditional promotion
methods, we also need to use new promotion techniques to create Womb effects. Because our
marketing research revealed that family and friends are the most important source of information
on brands of teas & cold drinks, followed by television and print media. We will also do
advertising, sales promotion, direct marketing, buzz marketing, and viral marketing. We will use
much promotion therefore our promotion budget will be very high. Our budgeting strategy is
objective and task. Our objective is consumer satisfaction and high rate of sales therefore we
need to make many promotions. Also we start new business and we will be the introduction
level. Therefore we make many PR events, speech and contests.

ADVERTISING
Amid our dispatch, in-store publications will be utilized to advance our new Tropicana. The
notices will portray a mixed natural product savor our unmistakable Tropicana bottles; pure fruit
will encompass the juice bottle. Every one of our stores has blackboards that can be refreshed to
any new item or occasion we are at present advancing. Our writing slates can be changed week
by week to center around one of our super leafy foods added data to our clients in regards to
taste, medical advantages, and the numerous blenders that can be added to alter their beverage.
SALES PROGRAM
Our promotion mix will be incorporated all through the generation of our new item. The sum
total of what components have been made to supplement each other with steady data in regards
to the medical advantages related with the super organic products being utilized in our mixed
natural product drinks. From our public statement to notices, handouts, secret cards and even the
data given specifically by our accomplices (representatives) will have a relentless topic and will
fortify the item we are endeavoring to offer and its advantages.
PUBLIC RELATIONS
Once our objective market has been made mindful of the advantages related with super organic
products the following stage will be to educate purchasers to like our item and incline toward our
item over our rivals.
PERSONAL SELLING
Once our item is accessible in stores (multi week before dispatch) for testing, our accomplices
(in-store representatives) will have the capacity to push our item to clients through close to home
offering. Our accomplices can give test measure Tropicana and present the numerous advantages
every super organic product can offer. We will give enlightening handouts to our accomplices
and have instructional courses of what we are endeavoring to achieve with our new item. The
instructional meetings will likewise give the essential data to our accomplices to hand-off the
medical advantages and give individual correspondence channels specifically to our clients and
all potential new clients to our Tropicana coco.
Additionally, Tropicana participates in responsible marketing through nutrition labeling and
advertising. As a global company with millions of consumers it is extremely important to
provide clear nutrition information that allows dietary decisions to meet individual and family

nutritional needs (Tropicana, 2016). Some key factors of marketing include requirements of
users, visualization, estimation of how many people will use the product/service, locating where
and how consumers get products, promotion to be adopted to sell products, and estimation of the
competitor’s position in the market in terms of quantity produced, price that is set, packaging,
and promotion strategy (Hundekar et. al, 2010). In 2010, Tropicana voluntarily committed to
display calorie count and key nutrients on their packaging (where feasibly to print and where
permissible by local regulations) for all products in key markets (Brazil, Canada, China, Mexico,
India, Russia, Saudi Arabia, Turkey, the United Kingdom, the United States). As of March 2014,
PepsiCo achieved over 96 percent compliance with this commitment. In 2013, the application of
the commitment extended to all markets around the world and made the added global
commitment to label calorie/energy front-of-pack in all markets by the end of 2016 (PepsiCo,
2016).
Furthermore, Tropicana’s global responsibly marketing advertising policies require that
1) Key nutrition information is provided on packaging to support consumers’ informed dietary
decisions,
2) Direct sales to schools that focus on water, juice, milk and low-calorie beverages to support
healthy nutrition habits among students,
3) only products that meet strict science-based nutrition criteria are advertised to any audience
made up of more than 35 percent children under the age of 12 (Tropicana, 2016). Tropicana is an
advocate supporter of parents and caregivers in making appropriate decisions for their children
(Tropicana, 2016).

Learning Objective 3
LO-3.1 Create a marketing communication plan that effectively meets
communication objectives for a given organizational situation
1. PRODUCT
The price of the Tropicana coco will be $3.50 for small and $4.80 for large bottle.
2. SEGMENT
The costs associated with introducing the Tropicana include the fixed cost as well as the
variable cost for producing the products. The fixed cost includes the cost of new
equipment, research & development and marketing.
3. GEOGRAPHY
Now in our promotion mix our objective market has been made mindful and educated of
our new item, the following step will be to influence them to buy our new Tropicana.
4. DISCOUNT
Loyal customer of Tropicana will get loyalty discount on each purchase and after
purchasing 7 drinks they will get a free drink.
5. MARKETING BUDGET
The financial plan for our new item was produced utilizing the cost structure portrayed in the
value segment of this report. Our new item has a moderately low generation cost, which
incorporates the expense of crude materials, which means $2.49 per unit. The fixings are sold
by various proportions of units in light of the sorts of fixings and the discount providers that
have been chosen. In view of the formula and the anticipated offer of 200 Blenders for each
month, the Research and Development group built up the amounts of every fixing required to
yield 200 units of 16 ounce Blenders. As expressed in the underneath table, the material
expense or the variable expense per one unit of Blenders is $2.49.

Raw Materials Quantity Unit of
Measure
Quantity
Used per 16
oz. Blenders
Cost per
Unit
Cost to
Yield
200
Units
Cost to
Yield 1
Unit
Naked Juice 7 Gallon 1/2 cup 12.00 84.00 0.42
Sorbet 7 Gallon 1/2 cup 9.00 63.00 0.32
Bananas 65 Pound 1 banana 0.42 27.30 0.14
Strawberries 25 Quart 1/2 cup 2.50 62.50 0.31
Granola 20 Pound 1/4 cup 1.17 23.40 0.12
Peanut Butter Chips 15 Pound 1/4 cup 2.08 31.20 0.16
Orange pulp 15 Pound 1/4 cup 4.00 60.00 0.30
Dried Cranberries 10 Pound 1/4 cup 6.00 60.00 0.30
Coconut 5 Pound 1/4 cup 9.20 46.00 0.23
Disposable bottles 200 Each 1 0.20 40.00 0.20
Total Variable Cost 497.40 2.49
IMPLEMENTATION SCHEDULE
 National Launch – August 20, 2018
 Product Development – 4 Months (Jan 2018 – April 2018)
 National Launch and start promotion – 3 Months (January 2018 – May 2018)
Promotion Mix Schedule
 Advertisement: Facebook, Online (Information), Press Release – 1 Month (December
2018 – May 2018)
 Coupons (online) and in-store advertising (2 weeks, July 2018)
 The product sampling will be done one week before the launch
 Schedule for distribution – the retail stores will receive the product one week before the
launch
 The price would be same as elaborated earlier and discount will also be provided.

Action Items Beginning Date Ending
Date
Responsible Party Cost
Branda face
Suresh
November2017 May
2018
PepsiCoMarketing Department 250.000
$
Tropicana coco
Foundation
May 2018 Corporate Communication
Department
4% of
annual
profit
Sampling
Distrubution
April 2018 April
2018
Pepsico and Tropicana
CafeMarketing Department
Outdoor ads 15 May 2018 Pepsico CafeMarketing
Department
TV Brodcast 15 May 2018 Tropicana CafeMarketing
Department
Print 15 May 2018 Pepsico Marketing Department
Marketing
Research
April 2018 May
2018
CRM Department
Test Marketing 1 May 2018 20 May
2018
Research Depertment
Youtube Contest 2 March 2018 16
August
2018
Tropicana Marketing
Department
Smartphone app July 2018 Tropicana Marketing
Department
Direct Marketing
(fridges near
cashiers)
July 2018 Pepsico Distrubutors

LO-3.2 Evaluate the marketing communication plan devised for the given
organizational situation.
At Tropicana, they use a variety of tools for IMC that involve brand communication planning,
customer data, execution, and evaluation of the consumer market. Tropicana has established a
complementary food and beverage portfolio that enables the company to provide more choices
for customers, and drive lower costs, productivity enhancements and new capabilities. Products
are available around the world and the portfolio includes 22 brands that each generate more than
$1 billion in estimated annual retail sales (PepsiCo, 2016).
At last, Tropicana is one of the main makers and advertisers of marked natural product juices.
With developments like Tropicana Farmstand, juice that makes them serve of products of the soil
serving of vegetables in each glass, and Trop 50, with 50 percent less sugar and calories,
Tropicana has an assorted bravo portfolio (PepsiCo, 2016). These items are models of brand
correspondence arranging that includes advancing items and administrations that the buyer
esteems and trusts which prompt the fulfillment of needs and needs. By offering an assortment of
brands, it empowers greater decent variety and builds the range of the objective market. Making
an assortment of items expands the adequacy of elevating to shoppers comprehensively over
every unique territory of intrigue and will increment money related execution of the
organization.
Tropicana is an excellent example of how a company successfully implements different market
segments to continue growth and development of products and services around the world. The
company has a very clear goal to connect Tropicana’s beverage, snacks and nutrition portfolios,
with today’s hyper-connected, networked users and consumers hungry for meaningful, authentic
and relevant brand experiences across the globe (Tropicana, 2016). The role and mission of
design at PepsiCo involves brand, innovation, corporate, and cultural aspects that leads from
front end to development to consumer experience. This creative process helps identify new
opportunities that go beyond just pure style of products and services. The design process at
PepsiCo includes two phases: an input phase, in which the cross-functional team researches,
analyzes and selects relevant insights across three different worlds (technology, society, and
business); and an output phase in which those insights are transformed in meaningful, viable, and
feasible solutions (PepsiCo, 2016).

It is a generalizable fact that children are the future, therefore ensuring and supporting the
nutrition of children establishes a practice of marketing that enhances the chances of survival in
the future.

Learning Objective 4
LO-4.1 Critically evaluate a marketing communications plan in relation to the
communication strategy, channel choice and creative content.
The organization is dealing with the solid marketing communication plan. The promotion mix is
wanted be incorporated all through the creation of our new item. The sum total of what
components have been made to supplement each other with predictable data in regards to the
medical advantages related with the super organic products being utilized in our mixed natural
product drinks. From our official statement to publications, flyers, secret cards and even the data
given specifically by our accomplices (representatives) will have an enduring topic and will
fortify the item we are attempting to offer and its advantages. Besides, now in our promotion
endeavors, we will center around advising our objective market and giving a levelheaded
interest, where we can recognize our item and its advantages. Society puts an awesome spotlight
on wellbeing, carrying on with a sound way of life and keeping up a solid weight. Since our new
item has a few medical advantages extending from a lot of vitamins to cell reinforcements, our
promotion of these advantages will focus on the judicious interest of our shoppers and in
addition the passionate interest. Tropicana will likewise offer examples, which will offer an
informal stream of promotion that will hopefully pick up the consideration of more non-PepsiCo
buyers. Since we are utilizing our business power to push the item through the channels to our
end shopper, we will utilize a Push Strategy in our promotion mix.
LO-4.2 Critique and review the success of the monitoring and impact of the
marketing communications plan.
Marketing and promotional plan is the blueprint of the sales strategy of Tropicana. It includes
nitty and gritty details of next year’s activities. So it is very important for thr success of the
organization to keep a close eye on the marketing plan and analyse all the details and gaps in the
plan. Therefor regular monitoring and evaluation is very important. Following are some of the
details of evaluation and monitoring plan for Tropicana Coco, it can save the business of the
whole organization.
By following ways Tropicana will evaluate the plan

Tropicana will consider the feedback of sales people that whether the promotional
strategy is working or not. According to the feedback of sales person the marking plan
would be revised if required. We will collect feedback by giving questionnaires to
students & business professionals and after that we will evaluate questionnaires that from
what features consumers are satisfied and what extra features are need to be added.
Another way is to get the competitor’s response. It could be very effective and can define
the success of failure of the marketing plan of Tropicana Coco. Poor marketing plan can
give the edge to the competitor.
The last way through which Tropicana will monitor and evaluate the business and
promotions are the returns on investment. In this way the manager could know how much
money of the marketing plan in being converted into the profit. The manager is required
to measure the advertisement and campaigning expense which should be compared to the
number of sale every campaign had bought. This is the best way of monitoring and
evaluation because one can easily know the overall calculation and situation. While in
case of feedback and competitors response the statistical analysis and picture is missing.
So it can be said that the most reliable way to monitor and evaluate the marketing plan is
through return on investment and by the overall number of sales.
For Example the general sales of Tropicana Coco from the year 2017 June till the year 2018
June is $200,000 along these lines the chief can find the adequacy of advertising plan in the
entire year. Additionally, amid the crusade, we will center fundamentally on dissecting and
checking online networking and web commitment through various explanatory software's. We
will likewise have the capacity to navigate information from our web adverts. These figures will
likewise feature the accomplishment of the battle, or whether additional special movement ought
to be considered".
LO-4.3 Provide appropriate and justified recommendations for improving the
marketing communications plan to maximize revenue and successfully meet
both communication and business objectives.
Recommendations
 In order to establish the most successful practices of marketing, a company must find
ways to uncover, develop, and define specific target markets to promote products and

services. The most important aspect in today’s market is understanding the
importance of continually growing technology and internet usage. Customers have
unlocked control of communications as User Generated Content (UGC) mobilizing
them through BLOGs, social network sites, and invitations to produce UGC.
Although customers are spread across the world, those with similar interests can
communicate through images, audio, video, and text anywhere in the world which
means formation of new global niches and segments (Chaffey & Smith, 2008).
 According to Sherlekar & Sherlekar (2010), the five M’s of advertising include
mission, money, message, media, and measurement. Establishing a goal or objective,
a cost effective method, deriving a message to be sent to consumers, using the right
media, and evaluating results sets an organization foundation for successful
marketing communication strategies. When a company takes advantage of all the
resources involved in marketing including television, magazines, social media, news
releases, billboards, newspapers, driving sales, and public relations it sets them apart
from
 competitors and establish a broad market globally.

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