Integrated Marketing Communication Strategy for Edgell Brown Lentills

This report provides a comprehensive analysis of the integrated marketing communication (IMC) strategy employed by Edgell Brown Lentills for the launch of their new Rendang Beans product. The report begins with an executive summary outlining the key components of the IMC plan, followed by an introduction that sets the context for the study. It delves into the IMC strategy, discussing the functions integrated for synergy, including advertising, sales promotion, public relations, personal selling, direct marketing, and online/digital platforms. The report examines the creative strategy, including major selling arguments and the big idea behind the advertising campaign. It also explores creative execution, advertisement appeals, and execution frameworks. Furthermore, the report details the media strategy and plan, covering media schedules and evaluation methods. The report concludes with a summary of the findings and recommendations for future marketing efforts.

Running Head: Integrated Marketing Communication
Integrated Marketing Communication

Integrated Marketing Communication 1
Executive summary
The report talks about the Edgell Brown Lentills, a company who deal in the manufacturing of
the coffee beans. The company launched its new product that is Rendang Beans; this product is
market by the Edgell. The report shows the IMC strategy that is used by the company for
creating the awareness of the product in the market. It includes the function that the company is
using to enhance the awareness about the product and creating a brand position in the market.
Creative strategy is must for the company to attract the target towards the new product. The
report also includes the creative execution, advertisement appeals, execution framework that is
must to promote the ads. The final part of the report talks about the media strategy and plan that
is used by the company to attract the potential customers.

Integrated Marketing Communication 2
Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
IMC strategy....................................................................................................................................4
Functions integrated for synergy.................................................................................................4
Breakdown of IMC function............................................................................................................5
Selection of function....................................................................................................................5
Role of each function...................................................................................................................5
Creative strategy..............................................................................................................................7
Major selling argument................................................................................................................7
Big idea........................................................................................................................................8
Creative execution...........................................................................................................................8
Advertisement appeals...................................................................................................................10
Execution framework.....................................................................................................................11
Media strategy...............................................................................................................................12
Media schedule (Plan)...................................................................................................................13
Evaluation......................................................................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Integrated Marketing Communication 3
Introduction
This report is the second part; the first part is based on a development of a new IMC plan for
Edgell Brown Lentills. This IMC plan helps the company in improving the sales and maintaining
the sustainability in the market. The report of Part A talks about the Situation analysis,
positioning and the development of the IMC plan. This part B includes the IMC plan strategy
that the company needs to follow to enhance the sales of the company (Belch, Belch, Kerr, and
Powell, 2014). The new product is the Rendang Beans that is marketed by Edgell. The target
market comprises of urban areas as well as rural areas, age group of 12-45 years. The target
country for this new product is Turkey and Sri Lanka because here the customers like to eat
dietary products.
The SMART objective of the company discussed in part A says that the company needs be
specific to the product they are going to launch; the time of launching the new product needs be
measurable for the company. The marketing needs to be properly done by assigning it to the
team; in marketing, the team will perform the task with the use of integrated marketing
communication. The company will launch the new brown lentil canned product in the market
considering the proper timeframe.

Integrated Marketing Communication 4
IMC strategy
The company Edgell Brown Lentills may use different IMC tools to accomplish the objective of
the company. Advertising is the best effective tool that is used by the marketers to complete the
strategic goals of the company (Blakeman, 2014). The objective of the company is to launch the
product in the market for that company needs to form a good relationship with the targeted
customers. Rendang Beans product is marketed by the company so they believe it is must create
the brand recognition in the market and once the brand is built then the company needs to
maintain the brand.
Building the brand- It is must for the business to build a brand in the market. The new product
brand building needs the appeal to the elite customers. The Edgell Brown Lentills use the
advertisement to promote the brand along with the new product. The advertisement reaches to a
large number of the customers (Schultz, Patti, and Kitchen, 2013).
Maintaining the brand- The communication is the only way to maintain the brand. The brand
will keep the logo on the product through which the customers will be able to recognize the
brand easily.
Functions integrated for synergy
The function of the integrated marketing communication is the coordination of the message for
maximum impact. The impact is created through synergy, synergy is the linkages creates a link
in the receiver's mind as a result of a message that connects to create impact beyond the power of
any one message on its own (Melewar, et.al., 2017). The integration will be equal to the synergy;
once the brand messages are integrated they support each other and thus generate a synergy

Integrated Marketing Communication 5
effect. Synergy creates an impact on the entire Structure of the message; the linkage and the
repetition of the advertisement create an impact in each and every situation, even if the receiver
pays a less attention towards the advertisement. This is the only way to enhance the awareness
about the product Rendang Beans.
Breakdown of IMC function
Selection of function
IMC comprises of the different functions such as advertising, direct marketing, sales promotion,
publicity, personal selling, packaging, events and sponsorship, internet. The IMC function that is
selected for the marketing of the Rendang Beans new product is an advertisement. The reason
behind the selection of the advertisement is this mode allows the company to communicate
whatever the company is willing to communicate to the target audience. The product is available
for the people who are in the age group of 18-45 years. The Advertising media consists of the
magazine, newspaper, TV stations, and website. Through this mode, the company will show
creativity and the innovation in the message they want to communicate to their audience.
Role of each function
The each function of the IMC plays a vital role for the company who is looking to communicate
or promote the products or services to the target audience.
Advertising: - The Edgell Company will follow the trade advertising that needs to be done
considering the target audience. The advertisement for the customer will be national, retail or
local and it will be selective demand advertising (Kelley, and Jugenheimer, 2015). The company

Integrated Marketing Communication 6
will make use of the advertisement for creating the awareness about the brand to the large
audience in the small timeframe.
Sales promotion: - The Company will do the promotion by offering some benefits to the
customers if they will buy the product such as discount coupons, loyalty clubs, lucrative
schemes, incentives and the attractive packages for the loyal customers (Sen, Parmar, and
Chaudhari, 2017). This helps the Edgell Brown Lentills to create the awareness for the new
product.
Public relations: - This activity will be used by the marketers of Edgell to promote the brand
through press releases, events, news, public appearances. By doing the public relations company
will show the positive or the best side of the company to the customers (Reddi, 2014). Hence,
this will enhance the trust of the customers for the company.
Personal selling: - It is one of the best and effective tools of integrated marketing
communication which is used by a company to sell the products and services through forming a
relationship with the targeted audience (Sharma, 2015). Through this way, the employees of the
company play an important role in establishing a good image of the company and its products in
the mind of the customers. This helps in enhancing the customer loyalty.
Direct marketing: - The direct marketing tool allows the organization to communicate directly
to the customers. This will be done by the company through emails, text message, broachers,
promotional letters, and many others (Jones, 2016). By doing so the Edgell Brown Lentills
attract the customers towards their new product so that they will be able to enhance the sales of
the canned coffee beans

Integrated Marketing Communication 7
Online/ digital: - There are different platforms that company uses to promote the product of
their brand. This tool helps the company to educate or to inform the customers about their new
product (Andreani, Rokka, Moulins, and Conchon, 2014). This enhances the awareness of the
products in the market and potential customer will convert into the customers.
Events and sponsorship: - These events mainly used by the high brands, the sponsorship of the
products will be used by the Edgell marketers to promote the new product in the market
(Winkelmann, Dickenson, Souchon, Lee, and Michaelidou, 2016). The trust of the customers
increases when they found that the product or services are sponsored by the well-known brand.
Creative strategy
One of the most vital components of the IMC is marketing communication message. Creativity is
used in developing the marketing communication strategies (Drewniany, and Jewler, 2013). The
creativity strategy is used by the Edgell Brown Lentills Company make the advertising more
attractive that attracts the customers. The aim of the creative strategy is to determine what
message company need to communicate to the audience. This message needs to be catchy that
helps the company in grabbing the attraction of the customers as well as the potential customers
(Herrman, 2015).
Major selling argument
An effective sales pitch that is used to grab the attention of the customer and the build the trust
and excitement of the product are selling argument. Each and every company uses different
selling arguments (Blakeman, 2014). Over here the major selling arguments the company Edgell
Brown Lentills will use the slogan “Best canned beans, Better coffee”. This slogan shows that

Integrated Marketing Communication 8
the company is willing to form the connection with all the coffee lovers available in Turkey and
Sri Lanka. The slogan creates the excitement regarding the product.
Big idea
One of the essential parts of the creative strategy development is evaluating the central theme
that becomes the big idea for the advertising campaign (Duggan, 2013). There are various
approaches that Edgell Brown Lentills will use to bring the major selling idea such as:-
 There is unique selling proposition in the advertisement that company will maintain. The
advertisement will be different from the competitors and will be able to pull the new
potential customers.
 The creative strategy includes the creation of the unique benefit or attribute so that the
advertisement develop a memorable and a strong brand image in the eyes of the
customers.
 The position of the product is the main concept behind the creative strategy, making the
place of the product in the market is must for the company. The advertisement campaign
will indicate the customer benefits.
The creative team might face many challenges in creating the big idea or a major selling idea.
This big idea is must to guide the development of the effective and beneficial creative strategy.
Creative execution
Creative execution is a process which shows the manner in which a marketing communication
appeal is carried out by the company (Ashley, and Tuten, 2015). This is the important approach

Integrated Marketing Communication 9
or tactic which is used by the company to deliver the message theme. There are three main
message strategies that will be used by the Edgell Brown Lentills.
Cognitive: - This strategy is to design an advertisement which will create an effect the
knowledge and trust of the customers.
 Generic- Generic strategy is carried out for the promotion of the brand, not for the
category such as Eat meal, Feel Good. Similarly, the company is using the generic
message which is "Best canned beans, Better coffee”.
 USP- The message will be unique for others based on the functional attributes of the
coffee beans. Definitely, the company is going to give the canned beans to the customer
which is USP of the company and this is clear from the slogan of the company (Lubart,
Zenasni, and Barbot, 2013).
 Hyperbole- In the message when a company uses untestable claim based on some
benefits or attributed. The hyperbole does not require substantiation such as NBC states
that it has America’s favorite comedies.
 Preemptive- In preemptive, the company will claim that there no other competitors have
the same appeals such as Radio station Nova promotes not more than two ads in a row.
 Comparative- In this message strategy, there is an indirect or direct comparison of the
product with the other products such as Avis and Hertz (Ashley, and Tuten, 2015). The
company is performing the direct competition as many of the competitors provide the
beans in packages but Edgell Brown Lentills is giving the beans in cans.
Affective: - Affective strategy plays an essential role in invoking emotions or feeling and relates
those emotions with the product or services in which company is dealing.

Integrated Marketing Communication 10
 Resonance- The advertisement strikes a chord or resonated with the viewer.
 Emotional- Attempts to elicit a powerful emotion that helps the company in recalling the
product and the choice. The emotions include the emotions of trust, reliability, happiness,
friendship, security and the romance. The slogan “Live for Now” of Pepsi applied which
enhance the emotions of excited and being active. Similarly the slogans “Best canned
beans, Better coffee” enhance the emotions of the customers who enjoy the flavored
coffee and are diet conscious.
Conative: - Conative message strategy is created to lead directly to several kinds of consumer’s
response. The main aim of the conative message is to stimulate behavior of consumers (Wang,
and Praet, 2016).
 Action-inducing- The goal is to create the transactions with the cognitive knowledge and
effective feelings as the product are used.
 Promotional support- The promotional support consist the tied in with other promotional
efforts that include the coupons, sweepstakes.
The Edgell Brown Lentills Company use Cognitive and Affective message strategies for their
new product which helps the company in successfully achieving the strategic goals of this
campaign.
Advertisement appeals
Commercial and print advertisement use some form of appeal to enhance the reach towards the
potential customers. These appeals help the company by influencing the customers towards the
product (Tih, Chan, Ansary, and Ahmed, 2016). Edgell Brown Lentills Company also uses some

Integrated Marketing Communication 11
advertisement appeals that help the company in enhancing the sales of the product in the target
countries.
Rationale: - The Edgell Brown Lentills follows rational appeals for their product, in this appeals,
the main focus in on the customer needs for practicality and functionality in the product. This
appeal shows the product feature, for the new product the company will discuss the benefits of
the diet conscious people. The company will use the printed advertisement for sharing the
benefits of the new product to the customers.
Bandwagon: - This is another appeal that will be used by the company for promoting their new
product in the target market. In this appeal, the customers consider they are missing out by
addressing the customers need to belong. The company will show the healthy people make the
choice of the Rendang Beans. This appeal is formed by the marketers considering the target
market of the new product.
Emotional: - This appeal is designed to make the customer emotional after seeing the
advertisement. The coffee beans with the flavors attract the customers towards the product as
they feel an emotion of trust and the reliability (Underwood, Smythe, Pontari, and Hastings,
2015). The emotions vary from customer to customer, so different people who attract towards the
new product might have different emotions because of which they get attracted towards the
product.
Execution framework
The execution framework of the advertising consists of the different advertising contexts such as
animation, slice-of-life, dramatization, testimonial, authoritative, Demonstration, Fantasy and