MKT570 Integrated Marketing Communication Plan: AMA Sugar Tax Campaign

This report presents an integrated marketing communication (IMC) plan developed for the Australian Medical Association (AMA), focusing on a sugar tax proposal to address rising health concerns like diabetes and obesity. The plan includes an executive summary, introduction, and details of the AMA's vision, mission, and values. It analyzes the current issue of sugar consumption, market trends, and competitor analysis, specifically targeting parents and children. The report outlines the objectives, messages, and marketing strategy, including the promotional mix and advertising tools. It also covers budget estimations and evaluation metrics. The AMA aims to reduce sugar intake and improve public health through this comprehensive IMC plan. The plan also includes organizational structure, situational analysis, target market segmentation, and financial considerations. The report provides a detailed overview of the campaign's goals, strategies, and expected outcomes.

Running Head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
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Executive summary
The subsequent report is an integrated marketing communication plan initiated by Australian
Medical Association for summoning tax on all sugar concentrated products. The rising issue
of health complications such as diabetes, obesity, cardiovascular diseases have been a major
concern for the organisation. In order to tame this alarming issue of health complications the
Australian Medical Association summons for a plan that imposes tax on sugary products. In
order to impose and execute this proposal an in-depth integrated marketing communication
plan is developed. The promotional mix is prepared in order to fulfil the goals that are set up
by the association. In addition to this, various tools of advertising, such is discussed in detail
in order to promote the message that have been the main objective of the Australian Medical
Association.
This plan is aimed to be influenced upon an approximate population of thousand or more.
Furthermore, an estimated budget plan has been constructed in order to organise and maintain
the financial expenditures to implement this integrated marketing communication plan. The
Australian Medical Association shall be implementing this plan for the betterment of society
predominantly to cut down the intake of sugar concentrated products by the mass population.

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Table of Contents
Introduction................................................................................................................................3
Vision.....................................................................................................................................3
Mission...................................................................................................................................3
Values.....................................................................................................................................3
Goals.......................................................................................................................................4
Organisational structure..........................................................................................................4
Situational analysis: Sugar tax...................................................................................................5
Current issue...........................................................................................................................5
Market trends..........................................................................................................................5
Population...............................................................................................................................6
Competitor analysis................................................................................................................7
Target market- parents & children.............................................................................................8
The primary target amongst the purchasers and users of the services consists of:................8
The secondary target audiences..............................................................................................8
Objectives and messages........................................................................................................9
Marketing Strategy...............................................................................................................10
Basic Budgets...........................................................................................................................11
Evaluation metrics....................................................................................................................12
Conclusion................................................................................................................................13
Reference list............................................................................................................................15

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Appendix..................................................................................................................................18

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Introduction
The Australian Medical association is the professional association mainly for the
Australian medical professional and the students of medical institutions. In this context, the
association does not control and confirms the doctors, specifically the accountability that lies
with the Medical Board of Australia and the Australian Health Practioner Agency. The
headquarter of the national association is situated in Barton, at Australian Capital Territory.
The Australian medical association has range of representative and scientific committees
wherein one of its stated aims is leading the debate policies by establishing and generating
the alternative policies to those government policies that the Australian medical association
considers badly targeted and poorly informed. The association responds to various issues in
the health debate policies through the provision of broad dimensions of expertise resources
and commissioning by preforming research on the issues of health.
Vision
The vision of the organisation is to be the most dynamic peak association for all the
doctors and community members residing in South Australia. The associations also aims to
be identified as the main voice of the community for all the health related matters.
Mission
The mission of the association is to embody all the members and community’s best
attention in health related issues.
Values
 Honour
 Individuality
 Effective medicines
 Courageous promoter

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Goals
 To enhance the membership of the association and penetrate through the superior
service and delivery involvement of the members
 Develop a governance and economical model that assists and aligns the local and
national interest of the Australian medical association
 Commence marketing programs of the community that helps in influencing the
doctors for observing the AMA membership as an token of appreciation
 Empowering the role of representing and advocating the members and the general
community members in the promotion of health and wellbeing
 Formulation of new revenue streams that will help in long-term sustainability of the
organisation.
Organisational structure
The Australian medical association utilises a representative structure that involves with
the branches of the state and the committee members for working with members and help
them in promoting and safeguarding the interest of the healthcare professionals. In this
context, the mechanism that help to maintain the structure of the organisation are:
 Working in collaboration with the government for managing and enhancing the
provision of world class medical care practices for all the Australian
 Tracking and reporting the performance of the government related the issues of
health.
 Challenging the policies given out by the government that potentially effect the
interest of the care user.

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Situational analysis: Sugar tax
Current issue
Governments have been preparing up to introduce taxes and charges that will drive
the price of the sugar containing drinks by almost fifth as an part of the effort to fight against
the growing rates of obesity (refer to appendix). In this context, the World health
organisation has also done this through its assistance behind the incident of sugar taxed
suggesting the government to act in accordance to the reduction in the consumption of soft
drinks, energy drinks and bottled juices. This have been suggested to be done by increasing
the cost of the sugar related beverages by almost 20% (beveragedaily.com, 2018).
In this regards, the AMA has called for a sugar tax on those that have taken place
from the Obesity policy coalition. These, tax have set out on an action plan released on
September that reported 20% of the health levy on the sugary beverages (ama.com.au, 2018).
In this context, the Australian prime minister Malcom Turn ball have rejected the call of the
sugar related tax claiming that the country already has several taxes.
Market trends
The AMA has laid down a series of suggestions for improving provisions of nutrition,
claiming that this is needed to be the topmost priority for all the phases of the government
approaches. In this context, it has been found that Australian populations consumes a huge
amount of soft drinks. As stated by Kelly et al., (2015), this is due to the fact that large
containers of soft beverages are available in cheaper process than the single serving size that
leads to over consumption of the beverages. Moreover, flavoured waters, sports drinks and
fruit juices that contains high amount of sugar.

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Population
As found the statistical data, that in the year 2011-12, Australian consumed almost
60g of free sugar each day with around 14 teaspoons. In all these concentration of sugar,
almost 52% of the sugar came from the sugary drinks. Again, in the September report, the
obesity policy coalition recommended that almost 20% tax on the sugary drinks could help in
reducing the consumption by almost 12.6% (ama.com.au, 2018). It has been estimated in the
study that almost two thirds of the Australian adult population and quarter of children are
highly obese due to the consumptions of high sugar content diets and many other diets that
contributes to the issue. In this regards, the WHO claimed that the people who do not require
sugar in their drinks and food are the major source of needless calories specifically for the
children and young people. As stated by Kelly et al. (2015), The most effective form of sugar
exemption that was set by the excise are in accordance to the quantity and volume of a
specific product rather than the sales tax that is based on the rate of retail price.
On the contrary, a current Australian study found that enhancing the price of sugar
related beverages by 20% would help in reducing the consumption by 12.6%. However, this
reduction in consumption of sugar has a potential to promote a decline in the prevalence of
obesity of nearly 2.7% of men and 1.2% of women. This could also help in reducing the
number of cases of type 2 diabetes by 800 per year (beveragedaily.com, 2018). As stated by
Jackson et al., (2014), the study also showed that the tax exemption might raise the rate of
revenue in the excess of AU $400 million each of the year specifically while taking in to note
the changes in consumption in reply to the tax. In this, the WHO’s call exposes an sustainable
policy of AMA backing up the issue of sugar tax as an part of, measure to curb the obesity
issues in Australia (Palmedo et al., 2017).

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Competitor analysis
The Australian Medical Association is one of the most influencing membership
organisation that represents registers medical professionals and medical students of Australia.
Although it is the leading association, but growing healthcare providers are the emerging
competition for the organisation. In this the public hospitals, palliative care services, public
dental services and social housing are increasingly enhancing their reforms that are aimed at
offering greater options to productivity commission report (Swinburn & Vandevijvere, 2016).
World health organisation
The WHO specialised agency is concerned with the international public health related
service. The company has played a leading role in abolishing small pox. The existing
priorities of the agency is issues related to communicable disease, specifically, HIV/AIDS,
Ebola, malaria and tuberculosis. As stated by Myers et al., (2017), Currently WHO has also
started promoting the policy related to cutting down of sugar in beverages. In this, the
economic and social costs of the non-communicable disease are inclusive of the direct cost of
the relevant health care and many indirect costs. They have also started strong economic and
health rationales for utilising the fiscal policies for enhancing the diets and preventing the
diseases (Stoltze et al., 2018). In their policies the fiscal interventions has played a major role
in addressing the market failure.
This is one of the biggest competitor as it promotes and offers public health related
policies in different location. Furthermore, there are different indirect and indirect
competitors in the health care industry. As stated by Van de Velde, Van Gunst & Roodenburg
(2016), there are several huge health care organisation such as Australian health care and
hospital association that is the national peak body of the public as well as the non-product
healthcare organisation. The membership of the organisation includes the state health care

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department, local hospital channels, public hospitals and different community health care
services (Iivonen, 2018). Indirect competitor includes small health care organisation,
healthcare producers and sellers of other substituted heath related policies and food
containing sugarless products.
Target market- parents & children
The target audience of the organisation has been focusing on specific population that
is classified in to sub divided group, parents and children. They are mostly used subscriber of
the organisation, which indicates that they uses for availing the specific health related
services for an integrated duration of time. In this, the present target population for the
organisation includes two major sub divided groups they are as follows:
The primary target amongst the purchasers and users of the services consists of:
Parents including men and women, users and non-users of sugar concentrated drinks,
financially affluent, they might be already acquainted and habituated with sugar less
products, health concerned, some of them may suffer from diabetes and other obesity related
health condition. The target audience who want to change their daily habits of eating or who
has too much sugar intake (Sanghavi & Siddiqui, 2017). Mothers who have small children
and fathers who are increasingly conscious about health aged in between 30- 50.
The secondary target audiences
The secondary target audiences are the children aged in between 10-15, non-users of
the sugar free products, financially affluent, they might be using sugar free or other diets.
Health conscious and those who are too much intake of sugar related drinks.
In combination with new campaign, the target audience are represented as follows:
Women and men aged in between 30 and over, frequent user of sugar-contained food
and financially healthy. In this context, the most specific, targets are those who are highly

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concerned about health, parents who have children and are pregnant with children (Lock &
Seele, 2016). Mothers, fathers and children who care about staying healthy in their future
life. As stated by Wymer (2015), Children who are highly concerned about their parent’s
health and those who read magazines and websites about staying healthy. This is because one
of the major mission of the study is to prepare a marketing plan for the healthcare
organisation.
Objectives and messages
The marketing communication event will drive not only about the sugar concentrated
products and their benefits, but it will promote the brand name of the Australian Medical
association. Therefore, while selecting the communication objectives, the main aim of the
effort will be to create awareness of the brand and attract 1000 new target audiences for the
healthcare association.
This integrated marketing communication plan will be supported by certain activities
that will be aimed at setting up a clear barrier of the product and determining the requirement
amongst the target audience. As stated by Spires et al., (2016), the message that is being
communicated in this study is to advertise the audience about the benefits of reducing sugar
concentration in drinks and foods as well as to reduce the rate of obesity in Australia. In this
context, the main advantages should be coming out the well concerned consumer insights.
According to the view of Mendis (2016), the product and services that is, being
communicated represents the category of low engagement and negative motivation for the
consumers.
However, in this case, the significant problem is addressed and the products offer a
solution to the problems. The problem highlights the problem that is not in a proper stage for
the old aged and children. The main motivation for the people in this is to go for sugar

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reduction products that are in effective and healthy condition and to protect the civilisation
illness (Newaj & Damar-Ladkoo, 2016). Therefore, by considering all these issues, it has
been decided that consumers need to be assured in the advertising sloganing to stay healthy
and young with a reduction of sugar each day. Although such purchases are usually seen to
be low risk buying, therefore, it does not need any high engagement in order to make the
purchase decision. As stated by de Jong & van der Meer (2017), the most important thing
hers is that through the message the problem is effectively observed and befits is properly
seen aligned with the solution that will be clearly delivered to the people.
In addition to this, the marketing communication plan will be highlighting the
requirement of best quality services and highest quantity of sugar that the drinks contains in
order to pass these messages (Weishaar et al., 2016). It has been decided that advertisements
that will be delivered will be more educational for the consumer rather than portraying it in a
more emotional way (Kemper & Ballantine, 2017). This will be passed during the
introductory period of the campaign until the customers turns completely aware about the
brand and benefits of the sugar less drinks and foods.
Marketing Strategy
As mentioned in the above parts that the focused benefits of the products emerge out
as a relief from the target audiences original requirement and problems (Nishtar, Gluckman,
& Armstrong, 2016). In order words, the strategy that will be used for the campaign is the
combination of pull and push methods, in this context, pull strategy takes the customers as
the centre and from the it establishes the strategic for the marketing campaign in accordance
to it. On the contrary, Grumbach et al., (2017) states that push strategy focuses on the
channels of distribution for bringing sugar less products to the target consumers through
promotional information and placement of products.