Developing an Integrated Marketing Communication Plan for Fruitaholic

This report analyzes the integrated marketing communication (IMC) plan for Fruitaholic, a business that offers natural fruit juices and snacks. It begins with an introduction to IMC and its benefits, followed by an overview of Fruitaholic, including its products and tagline. The report outlines the company's marketing objectives, such as increasing sales and market share, and details the segmentation and target audience. It then discusses communication objectives, including brand awareness and loyalty, and explores a creative advertising strategy based on cognitive message strategy. Ethical issues and a media plan, including online media, are also addressed. The report concludes with an assessment of the media plan's effectiveness and references supporting literature.

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Integrated Marketing Communication
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Integrated Marketing Communication
Contents
Introduction......................................................................................................................................3
Company and products overview....................................................................................................3
Marketing objectives.......................................................................................................................3
Segmentation and Target audience..................................................................................................4
Segmentation................................................................................................................................4
Target audience............................................................................................................................4
Communication objectives..............................................................................................................4
Creative advertising strategy...........................................................................................................5
Ethical issues...................................................................................................................................5
Media plan.......................................................................................................................................5
Effectiveness of the media plan.......................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................6

Integrated Marketing Communication
Introduction
The term IMC is the acronym for integrated marketing communication which is a
contemporary approach towards bringing developments and up-gradations in the present
communication plans. This approach will enable the business entity to develop a communication
system which will allow the firm to develop better and strong bonds with the clients and all the
other stakeholders (Belch et al., 2014). This business model has also been considered as liable
and relevant for attaining the pre-determined goals and objectives of a marketing event, which
has been executed by the business firm so as to communicate with the target consumers
regarding the products and services. According to a detailed survey which has been executed by
American Association of Advertising Agencies the term integrated marketing communication
values the comprehensive tactics which will also be evaluating the tactical roles of the variety of
communication standards within the business organization. IMC aids the entity with varied range
of benefits and one of the biggest advantages is that the approach stands for a long duration in
spreading brand awareness among the target market and this is done at a very minimum expense.
As mentioned in the scenario I have been playing a role of IMC manager and the plan is required
to be developed for bringing enhancement in the communication plan. Moreover, the further
analysis has been executed analysis is made focused on the IMC plan of Fruitaholic which is a
business entity and is involved in the business of serving natural fruit juices, freshly squeezed
bottle juices, customized juices, smoothies, super-foods, seasonal fruit salads, and other fruit
snacks. The further analysis has been presented over the IMC plan so as to facilitate the entity in
communication and marketing activities.
Company and products overview
“Be a fruitaholic! Come and grab a freshly squeezed bottle from Fruitaholic” is the tag line of the
above mentioned Business Corporation. Fruitaholic is the business firm which has been occupied
with the business operations and offers an extensive variety of crushed juices, tweaked juices,
smoothies, super-foods, regular natural product plates of mixed greens, and other organic
product snacks (Blakeman, 2014). The juices and natural product bites add crisp tastes to the
shopping knowledge. Furthermore, the entity is concerned about the wellbeing of the consumers.
From around 50 squeezes and natural product tidbits that they offer, the consumers will
dependably have the capacity to discover something that conveys the medical advantages they
require. Besides, the entity strengthens nearby groups by sourcing every one of the provisions

Integrated Marketing Communication
from neighborhood farms. Moreover, the business firm is pleased that each Fruitaholic bottle is
naturally extracted from neighborhood foods grown from the ground.
Marketing objectives
Marketing objectives are the milestones which are determined so as to enhance the quality and
process of marketing operations. These are the milestones for the firm which is required to be
attained for offering a high level of satisfaction to the end consumers. The process is mainly
concerned with identification, predictions, and satisfying the consumers’ needs profitably
(Schultz, Patti and Kitchen, 2013). The below mentioned are some of the marketing objectives
which can be set by Fruitaholic:
 Providing hike to the sales graph by 25% as compared to the last year
 Attaining a market share of 30% for all the new products launched within 2 years of
launch date
 Increase the positivity of the consumers feedbacks from 75% to 80% respectively
Segmentation and Target audience
Segmentation
The business entity in indulged in the operations and functionalities of serving freshly extracted
natural fruit juices (Percy, 2014). The below presented is the segmentation which has been
carried out for the Fruitaholic:
Demographic: The business entity will be proven advantageous in this segment as the fruits
juices will be consumed in each and every part of the region with the same flow and the sale
won’t have any negative effects or slowdowns (Thorson and Moore, 2013).
Psychographic: This segment includes the traits, values, and lifestyles of consumers and as the
audience is very much focused towards health and hence the fruit juices will be preferred more
as compared to the other drinks.
Target audience
The target audience is the segments which have been considered as relevant by the business
entity for focusing the marketing efforts so as to attain best outcomes and which in-turn will aid
the business entity and also the consumers (Lusch and Vargo, 2014). As Fruitaholic has been
operating the business in offering the fresh and naturally extracted juices, the main target for the
entity can be the audience who are tilted towards health or are more conscious about the health.
The sports person, the athletes can be considered as the key variables of the target audience.

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Communication objectives
The below described are the communication objectives which are required to be accomplished
by the business entity so as to communicate the required details of the products and also this will
also establish the brand name in the market:
Brand awareness: This objective will aid Fruitaholic in establishing the brand name in the
minds if the consumers and also in the market place (Park and Ki, 2017). This objective is
required to be developed prior to the sale as if the consumers is already aware about the product
then the purchase will be quick.
Favorable attitude: The next step is to stimulate the consumer and develop a favorable attitude
towards purchasing the product. The entity should present the product in the market in such a
manner so that the consumers develop a positive image about the same.
Brand loyalty: Brand loyalty has been considered as the client’s interest in the product and this
can be enhanced by offering the consumers with the best quality within a reasonable price.
Developing personal contacts (Parente and Strausbaugh-Hutchinson, 2014), offering better and
quick after sales services are some of the factors which will develop and aid the entity in
attaining the brand loyalty.
Creative advertising strategy
The concept of cognitive strategy has been concerned with the objective of cognitive message
strategy and also outlining an advertising which will stimulate the trust of the target audience. As
the tag line of Fruitaholic is “Be a fruitaholic! Come and grab a freshly squeezed bottle from
Fruitaholic” the business entity can convey the message of staying healthy by focusing the
slogan in the advertising campaign (Carroll, 2015).
Ethical issues
 Sometime there can be chances of misguidance done by some of the employees regarding
the product details.
 Competitors can make a turn in the favorable attitude of the consumers and can influence
them unethically to switch over the other brands.
 The same will also affect the brand loyalty as the less transparency will lose the level of
trust among the brand.

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Media plan
The below presented is the media plan of Fruitaholic in which the business corporation will
implement varied media tactics and media vehicles which will aid the business entity in
publicizing its communication objectives and creative strategy:
Online Media: This has been considered as the most relevant tool or mechanism, in
which the business entity makes use of online means and platforms for showcasing the products
(Al Khattab, As’ad and Zaidan, 2015). For instance, social media can be utilized as the platform
by Fruitaholic for advertising and promoting the products. The entity can utilize the online
channels adequately and which will be proven beneficial for the entity as it will divert the focus
and attaining new consumers in the market.
Effectiveness of the media plan
The below presented are the effectiveness of the media plan
 A hike in the satisfaction level of the consumers will reflect the effectiveness of the IMC
plan.
 Also an increase in the sales will be presented as the effectiveness of the plan
 Increased market share
Conclusion
In the limelight of the above analyzed summary it has been concluded that Fruitaholic has been
planning for integrated marketing communication and the same should be adopted for
developing and maintaining an effective communication system throughout the organizational
structure.

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References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Blakeman, R., 2014. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Schultz, D., Patti, C.H. and Kitchen, P.J., 2013. The evolution of integrated marketing
communications: The customer-driven marketplace. Routledge.
Percy, L., 2014. Strategic integrated marketing communications. Routledge.
Thorson, E. and Moore, J. eds., 2013. Integrated communication: Synergy of persuasive voices.
Psychology Press.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Park, H. and Ki, E.J., 2017. Current Trends in Advertising, Public Relations, Integrated
Marketing Communication and Strategic Communication Education.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.

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Carroll, C.E. ed., 2015. The handbook of communication and corporate reputation (Vol. 49).
John Wiley & Sons.
Al Khattab, S.A., As’ad, H. and Zaidan, G.M., 2015. E-Integrated Marketing Communication
and Its Impact on Customers’ Attitudes. American Journal of Industrial and Business
Management, 5(08), p.538.

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