Marketing Communications Analysis: Kraft Hockeyville Strategies

This report provides a detailed analysis of the integrated marketing communications (IMC) strategies employed by Kraft Hockeyville (KHV). It examines the KHV's IMC mix, including advertising, direct and online marketing, and digital communication. The report explores the various communication mediums used, such as social media (Facebook, Twitter, YouTube), online platforms, and paid search engines, and explains how they are used to promote the competition and engage with audiences. The report also discusses the factors encouraging IMC marketing communications planning and the communications objectives for KHV. Furthermore, it delves into the role of online and digital platforms in the KHV media plan and how Kraft measures the results of its digital marketing program, including website analytics, social KPIs, and conversion rates. The report is based on a student's analysis and is designed to provide insights into real-world marketing applications.