BHO2265: Integrated Marketing Communications Plan for Kailo - Report

The report presents a detailed integrated marketing communications (IMC) plan for Kailo, a company specializing in pain relief products. It begins with an introduction to marketing communications and the need for effective strategies in a competitive market, focusing on Kailo's unique selling proposition: waterproof pain relief. The report includes a creative brief, outlining the background, brand positioning, target audience (including those who sit for long periods, workout enthusiasts, and athletes), and customer insights. The IMC strategy defines objectives, message (emphasizing the product's effectiveness), and tagline ("The Future of Pain Relief"). The report details media channels, including newspapers, magazines, and television, along with a media schedule. The creative message strategy, which is not included in the provided content, is noted as a key component of the IMC plan. Finally, the report outlines the evaluation strategy, which will assess the success of the campaign in achieving its objectives. Overall, the report provides a comprehensive framework for Kailo to promote its products and build a strong brand presence.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Creative Brief:............................................................................................................................4
IMC Strategy:.............................................................................................................................7
IMC objectives:......................................................................................................................7
Message:.................................................................................................................................7
Tagline:..................................................................................................................................7
Main Media Channels:...........................................................................................................8
Broadcast:...............................................................................................................................8
Creative Message Strategy:........................................................................................................9
Media Strategy:........................................................................................................................10
Evaluation strategy:..................................................................................................................11
Conclusion:..............................................................................................................................12
References:...............................................................................................................................13

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Introduction:
Marketing Communication is considered to be a widely recognized approach of
component of the modern management of the promotional activities. The companies are
facing an acute necessity of increasing the sales of their services and products and that is
influencing them to conduct extensive marketing and promotional activities (Abedin and
Ferdous 2015). With a detailed focus on the increasing level of the business competition, it is
understandable that the companies are facing considerable number of constraints in
conducting a stable and profitable business. In such situation, it becomes important for the
companies to effectively communicate with their customers regarding their product and
service offerings so that they be able to attract their customers in a professional manner and
maintain the sustainability of their business activities through repeatedly influencing the
purchase preferences of their customers (Finne and Grönroos 2017). In such situation, the
professional execution of the integrated marketing communication adds value to the approach
of the companies in managing their marketing and promotional activities. The study is based
on developing the integrated marketing communications of a selected business organization
named as Kailo. The company is seen to have excellent capabilities of delivering top quality
pain removal products to their customers.
The study delivers a creative brief where it includes an analysis of the company’s
business actions and in addition to this, the study also highlights the brand positioning of the
company. Apart from this, the creative brief provides an efficient understanding of the target
audience along with the message that they inclined towards using for marketing or promoting
their products. In addition to this, the study includes a brief elaboration on the IMC strategy
for the promotions of the business products and services of the company. Other than this, the
study delivers an attractive briefing of the creative strategy that the company is expected to

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utilize for their products and services. Along with that, the study highlights an attractive
media strategy for their promotional and marketing activities where it shows the techniques
that it uses for the promoting their business activities. Along with the media strategy, the
study delivers a media plan which outlines the probable duration of the promotional
activities. In addition to this, the study includes a series of factors that will be used to
evaluate the success of the campaign.
Creative Brief:
The background of the job is to promote the product offerings of the company so that
the customers be aware of the services and the products of the company. With a precise look
at the urge of the modern organizations in utilizing the marketing activities for attracting the
customers, it becomes necessary for the companies to apply extensive promotional activities
to achieve the desired level of interaction with their customers. The strategy for the same is to
apply the integrated marketing communications plan for their customers so that they be able
to interact with the customers in a more professional manner and communicate their product
and services offerings in an effective manner. Other than this, the application of the
integrated marketing communication strategy is notably important as it provides the required
ease to the companies in documenting the requirements of various stages and executing the
same in an efficient manner. The task in the job is to create an Integrated Marketing
Communications strategy, creative strategy of the IMC plan of the company, media strategy
for the IMC plan of the company, a media schedule along with the evaluation strategies.
With a precise look at the brand positioning of the company, it is understandable that
the products of the organization, Kailo are unique in nature and that is visible with the fact
that the products that are served under the label of the company, can be used even under
water which provides an added advantage to the company in attracting the customers. In

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addition to this, the company has the expertise of delivering such good quality pain removing
products that it eliminates pain comparatively faster than any other similar products
(Gokailo.com 2020). The objective of Kailo with the job is to present their business activities
and product offerings in a more efficient manner. With a precise look at the utilization of the
creative strategies and marketing proposals formulated in the integrated marketing
communications plan, Kailo is expected to have an improved and professional reach to their
customers. Considering the target audience, it is understandable that the target audience of
the integrated marketing communications brief are the existing and the probable customers of
the company.
The target audience for the Integrated Marketing Communications brief are the
general citizens who have the tendency of spending a lot of time while seating such as the
individuals managing the operations of receptionist, accountants and freelancers. In addition
to this, the target audience for the brief includes the individuals who are recovering from
workout issues or from the sport related injuries. With a precise look at the customer insights
regarding the problem of pain, the general citizens are seen to comment regarding the
limitations that the pain introduces in the normal movement of their body parts (Kabu et al.
2015). On the other hand, the individuals affected with the fatigue or body stress in the
workout programs are seen to be concerned with the restriction it possess on their body
during the time of the working out. On the other hand, the sporting personalities or the
athletes are observed to be the more concerned group of individuals with the detrimental
impact of the pain. The body pain or the injuries have the ability to cause strains in the
normal body movement of the sporting personalities or the athletes and that can put
imitations on the efforts of the athletes in gaining the desired victory. With the advertisement
or the promotion of the products of the company, the organization has the opportunity to
advocate for the speedy relief that the product provides to the pain affected individuals

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(Gokailo.com 2020). In addition to this, the advertisement of the product amongst the target
audience of the company is pretty significant in communicating the ability of the product to
work efficiently even under the water.
The main motive with the implementation of the Integrated Marketing
Communications plan is to influence the target audience of the company in conducting
purchase of the products of Kailo. With the implementation of the plan, the company has the
opportunity to formulate a strong brand image of being a quality pain relief provider
organization. In addition to this, the main objective with the execution of the Integrated
Marketing Communications plan is to influence the purchase intent or purchase preferences
of their probable or the existing customers in a professional manner. Other than this, the
execution of Integrated Marketing Communications plan is expected to place the company in
a better position for improving their brand loyalty and that is visible with the formation and
delivery of the creative message of the IMC plan. The efficient alignment between the crucial
quality factors of the company and the creative message strategy is expected to have greater
significance in increasing the brand loyalty of the company. The message is “Pain? Now
Vanished”.
With a precise look at the quality and effectiveness of the product, it is understandable
that the products of Kailo have the capability to enable the customers in recovering even
under water. As it is a waterproof product, it can be used by individuals of all levels may that
be a swimmer, athlete or the general citizens. In addition to this, the utilization of the
Nanotech bio antenna which interacts with the electrical signals of the human body will play
a crucial role in relieving the pain in a considerably faster manner. With a precise look at the
technology applied in the product, the customers are expected to be convinced with the
quality of the solution and the message strategy that is to be applied from the part of the
company. The communication with the target audience is to be conducted through the various

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media channels that will be utilized for the implementation of the Integrated Marketing
Communication plan.
IMC Strategy:
IMC objectives:
With a precise consideration towards the necessity faced by the company in
promoting their products, the below mentioned points are to be considered as the objectives
of the Integrated Marketing Communications plan:
 To promote the business operations that Kailo is conducting.
 To promote the product and service offerings of Kailo.
 To formulate a plan that includes a transparent message.
 To ensure the reach of the campaign to the target audience (Batra and Keller 2016).
 To educate the customers regarding the excellence of the products of Kailo.
 To build a strong image through the advertisements in various online and offline
media channels of the company.
Message:
The main message for the customers of the company is related to the excellence of the
product. The incorporation of the Nanotech bio antenna in the products and the excellence of
utilization with the electrical signals of the body for removing the pain is expected to be the
main content of the message of the IMC plan (Gokailo.com 2020).
Tagline:
The company has an established tag line for their business operation and for their
service offerings which is to be utilized for the implementation of the Integrated Marketing
Communications as well. The tagline is “The Future of Pain Relief”. Being a new

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organization operating in the health care industry and for the purpose of pain removal, the
tagline of the company is seen to be designed in a professional manner (Indiegogo.com
2020). With the tagline, the company is able to showcase their intention in becoming a
competent company that have the expertise to deal with any sort of pain of the human body in
the most efficient manner.
Main Media Channels:
With a precise look at the business offerings of the company and the objectives of the
Integrated Marketing Communications, the selection of the newspapers for the
implementation of the plan is much needed. As per the comments of Kerr and Patti (2015),
the selection of the best- selling newspapers provides added advantage to the companies in
communicating their ideas regarding the products and their business activities to a larger
number of customers and in such situation, the rate of consumption of the news related to the
products and services of the company amongst the general citizens is expected to be higher in
comparison to the other newspapers. With such an understanding, the selection of The
Australian and Daily Telegraph are expected to be the most suitable choices. The
advertisement of the product is expected to be placed on the first page of the newspaper and
at the same time, it is in need to appear on the health care section of the newspaper
(Theaustralian.com.au. 2020). Considering the formulation of the advertisements in the
magazine section, the company is required to advertise their message in various leading
lifestyle magazines such as Vogue Australia. In addition to this, the company has the
necessity to come up with print brochures for promoting their product offerings amongst the
target audience in the best possible manner.
Broadcast:
With a detailed consideration towards the reach of television to the target market, it
requires to be regarded as an important medium for communicating the message of the

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company. As per reports, 9.01 million households in Australia are seen to be connected with
the television services in the year 2014 and the numbers kept on increasing in a substantial
manner which certainly highlights the preferences of the Australian people towards the
television (Statista.com 2020). As a result, the creation and circulation of the audio visual
advertisements are considered crucial for the company in attracting their customers in a
professional manner. Hence, the selection of ABC (Australian broadcasting Corporation) and
Network 10 are considered to be noteworthy for the success of the company in implementing
the IMC (Abc.net.au. 2020). The advertisements are expected to have a duration of 30
seconds. On the other hand, the company has the opportunity to grab the success through
utilizing the radio for the implementation of their plan and that is evident with the fact that
the company has the scope of creating jingles and audio based advertisements for attracting
the attention of their customers in the radio communication.
Creative Message Strategy:
As mentioned earlier, the creative message that is to be used by the company for
executing their Integrated Marketing Communications plan is “Pain? Now Vanished”. The
tone of message is in need to be informal and the usage of the language for the
communication of the message will be English and the suitability of the language and tone is
dependent on the preferences of the people of Australia and the culture of Australia
respectively. The major selling argument of the product is the capability of it in removing the
pain. In addition to this, the ability of the product in producing faster relief to the customers is
one of the key attributes of it which is well communicated with the portrayal of urgency in
the message. Considering the cognitive message strategy and the ability of faster pain
removal is considered to be the unique selling proposition of the company. With a precise
look at the affective strategy, the message strategy is directed towards the emotional state of
their customers as it provides a share of happiness to the customers. Considering the

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advertising appeals, the utilization of “Fear” strategy will be substantial for the
communication of the creative message (Andreu, Casado-Díaz and Mattila 2015. In addition
to this, the usage of animation in promotional activities of these sort of products is seen to
have better reach and attractiveness for the customers and in such situation the usage of
animation is expected to hold a higher degree of success for the company in communicating
their message (Prathapan, Wijewardena and Low 2016).
Media Strategy:
The company is recommended to undertake direct marketing, digital marketing,
public relations, sponsorships, sales promotion strategies for implementing the Integrated
Marketing Communications plan of the organization. Considering the direct marketing
strategy, the company is in need to utilize a personalized approach of communication where
the main apparatus for the company will be the SMS and e- mail communication (Key and
Czaplewski 2017). In achieving the same, the management of big data is considered to be
crucial. Considering the strategy of sales promotion, the company is expected to formulate
partnership with the third party organizations. The main purpose of the third party
organizations will be to communicate with the customers regarding the products and services
of the organizations through distributing brochures and pamphlets. Such a strategy will be
substantial for the company in ensuring the enhancement of the awareness amongst the
customers or the general citizens regarding the easy way of achieving relief from the body
pain. With a precise look at the public relations strategy, the company is expected to arrange
discussion sessions in conventions or in the social media platforms regarding the usage of
technology in the product and the excellence of the same in removing the pain.
As per the comments of Felix, Rauschnabel and Hinsch (2017), the promotion of the
business activities of a company can be better achieved with increasing the awareness of the

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customers regarding the products and services. In such situation, the sponsorship activities
are regarded as suitable tactics for the companies in attracting the attention of the customers
and providing the desired market limelight to the customers of the company. Apart from this,
the company has a great share of relevancy in selecting the sponsorship deals for executing
the IMC plan. As the target audience of the company are the individuals associated with the
sporting or exercise activities along with the general office goers, the formulation of the
sponsorship deals from the part of the company with the sporting associations such as Sydney
Sixers, Melbourne Victory and Queensland Rugby Union will be of great significance
(Melbournevictory.com.au. 2020).
The company has the opportunity to become their medical care sponsors and that will
certainly place the company in a better position for attracting their target audience. In
addition to this, the company is expected to use OOH as their preferred medium for reaching
out to the customers with their products. Considering the digital marketing strategy, the
company is expected to utilize the services of SMS and e- mails in a professional manner. In
addition to this, the company has the scope of developing strong presence in various social
media platforms such as YouTube, Facebook, Twitter and Instagram for streaming
promotional videos, marketing content and for communicating and interacting with the
customers regarding the products and services of the company and for increasing the
efficiency of their customer relationship system (Chang, Yu and Lu 2015).
Evaluation strategy:
For evaluating the success of the company in conducting the Integrated Marketing
Communications plan, the company, Kailo is required to conduct a market survey after 12
months of media campaign (Chen et al 2015). The survey will be utilize to evaluate the
success of the company in gaining attracting the customers and in triggering the purchase

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intent of the customers. The evaluation will clarify the success of the radio, television, print
and direct marketing activities in influencing the customers. On the other hand, the post 12
month sales statistics will portray the success of the company in conducting their marketing
and promotional activities. With a precise look at the number of views, page likes, comments,
shares and subscriptions, the company will be able to evaluate the penetration ability of their
social media and digital marketing activities. Hence, these are the metrics that will be
followed to assess the success of the company in executing their Integrated Marketing
Communications plan.
Conclusion:
On an ending note, it is obvious that Kailo, due to their excellence in removing the
body pain in a speedy fashion and due to its ability in working even under water, has the
capability to conduct a sustainable business. Having said that, the company has the necessity
of promoting their business amongst the general customers in a more professional manner
and in doing so, the implementation of the Integrated Marketing Communications plan is
seen to be one of their top most priority. The stronger emphasis from the part of the higher
authority on the social media, digital, offline and direct marketing techniques are much
required for the success of the company in gathering larger market limelight for their business
and product offerings.