Marketing Communication Report: The Daily Juice Company's Strategy

This report provides an in-depth analysis of the integrated marketing communication (IMC) plan developed for The Daily Juice Company, an Australian-based fruit juice provider. The report begins with an overview of the company and its product offerings, including their various juice flavors and packaging options. It then delves into the identification of the target audience, considering both demographic and psychographic segmentation, with a specific focus on the health-conscious Australian population. The report outlines the company's advertising objectives, which include developing brand awareness, promoting product knowledge, influencing customer interest, and ultimately, driving purchase decisions. An alternative advertising style, social media broadcasting, is proposed and justified, emphasizing the use of platforms like Facebook and YouTube to reach the target audience. The report details the media plan, including the platforms used and the company's goals in utilizing social media for marketing. It explains how The Daily Juice aims to leverage social media to engage with customers, promote its products, and build brand awareness. The effectiveness of the IMC plan is then evaluated, considering metrics like sales results before and after the campaign, along with the importance of creating a unique brand image to influence consumer purchase decisions. The report concludes by summarizing the key findings and emphasizing the importance of integrated marketing communication for the company's success.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction......................................................................................................................................2
Overview of the company and its products.....................................................................................2
Target Audience...............................................................................................................................3
Advertising Objectives....................................................................................................................4
Alternative style of advertising and justifying the selection...........................................................5
Media Plan.......................................................................................................................................6
Platform used...............................................................................................................................6
About the Company.....................................................................................................................6
Goal..............................................................................................................................................6
Result...............................................................................................................................................7
Explaining communication plan through social media...................................................................7
Evaluating the effectiveness of the IMC plan..................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
Marketing communication is defined as the complex and fundamental marketing efforts
implemented by the business organizations. This allows the business organizations to
communicate messages to the target customers by using various media. The most widely used
marketing communications include branding, packaging, sponsorships, advertisement and direct
marketing. Additionally, marketing communication provides the basic outline thereby, laying the
foundation for the rest of the procedures (Parente & Strausbaugh-Hutchinson, 2014).
This report introduces the integrated marketing communication plan for an Australian
based fruit juice company named The Daily Juice. The integrated marketing communication plan
highlights the brief overview of the company and its products along with advertising objectives
for influencing the purchase decision of the target customers. The report also highlights a media
plan developed for achieving the objectives along with evaluating the effectiveness of the IMC.
Overview of the company and its products
The Daily Juice Company was established in 1989 with only 12 employees with a vision of
serving the most delicious and healthy juices for the Australian customers. Initially, the company
only produced orange juices but later on based on the increasing demand of the customers, the
company launched varieties of flavors. The aim of the company was to serve healthy and
delicious fruit juices for the Australian market. The different types of fruit juices launched by the
company include Nourish Green, Nourish Green and Nourish Orange. The company packaged
the juice in the family pack as well as in breakfast bottles. After serving only orange juice over
the years, the company has launched the new flavors. This will provide the company to attract

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the customers and increase the demand for their juices manufactured by the company. Therefore,
the company needs to communicate the new products to the target customers in the Australian
market by developing and implementing suitable IMC (Dailyjuice.com.au, 2017).
Target Audience
The company has considered both demographics and psychographics approach while
deciding the target audience. Reports suggest that majority of the Australian population is
suffering from health complications due to unhealthy lifestyle and daily diet (Daa.asn.au, 2017).
For example, large Australian population is suffering from obesity due to consuming high
amount calorie in their daily diet. According to the National Health Survey, almost 63.4% of the
Australian population is obese and the numbers have doubled since 1995 (Abs.gov.au, 2017).
Figure 1: Obesity in Australia from 1995-2015
(Source: Abs.gov.au, 2017)

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Based on the above market analysis of Australia, the company has decided to provide a healthier
option for the population. The launch of the fruit juice will help the Australian population to
consume drinks with fewer sugar additives thereby, allowing them to consider a healthier
alternative. As the graph suggests that from 18 years onwards, the majority of the population is
suffering from obesity, the target customers include young adults and adults. As demographic
segmentation of the target customers is covering a huge population, the company has also used
psychographic segmentation (Boone & Kurtz, 2013). The psychographic segmentation
highlighted the most preferred flavors among the Australian population. Therefore, the company
has launched Nourish Green and Nourish Berry based on the psychographic segmentation of the
target customers.
Advertising Objectives
The main five advertising objectives developed by the Daily Juice Company include:
 Developing brand awareness
 Promoting company knowledge
 Product promotion
 Influencing customer interest
 Influencing customers purchase decision
The marketing objectives set by the Daily Juice Company aim towards communicating the
information about the company, promoting the product, developing brand awareness along with
influencing customer interest and their purchase decision. This will help in attracting the
customers along with increasing the business. The advertising objectives will allow the company
to create a unique image in the eye of the customers and sustain in the competitive market.

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Alternative style of advertising and justifying the selection
The alternative method selected for advertising the product is through broadcasting in the
social media. Social media is the most widely used platform used by the population and is used
for information sharing, knowledge gain and communicating (Tuten & Solomon, 2014). Social
media is not only restricted to making personal relationships but also has spread its wings for
various other uses. Business organizations use social media platform for developing brand
awareness, promoting the product and the company along with influencing customer interest and
purchase decision (Saravanakumar & SuganthaLakshmi, 2012). Social media broadcasting
allows the business organizations to aggregate opinions and discussions to reconstruct significant
attributes of marketing for the business organizations. Therefore, social broadcasting will allow
the Daily Juice Company to communicate advertising objectives to the target customers. As
social media is widely accessed by all age groups within a population, the selection of this media
for advertising is justified.
As commented by Whiting & Williams (2013), broadcasting is defined as transmitting
some information about a program, product or service by radio or television. Traditionally,
business organizations used television and radio broadcasting as the advertising medium. As
television and radio were widely used, the business organizations were able to reach out their
target customers efficiently. However, the use of television and radio has decreased over the
years. Therefore, the Daily Juice Company has opted for social media broadcasting, as the entire
population uses it extensively. Social media broadcasting will allow Daily Juice Company to live
stream the launch of their product. The company can use both paid and free providers for live
stream the launch of the product. However, the company prefers free social media broadcasters
such as Facebook and YouTube as it is extensively used. Additionally, the videos can also be

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uploaded to the Facebook about the company and the product. The selection of social media
broadcasting is justified as this will allow the company to directly communicate with the entire
population thereby, influencing their interest and purchase decision.
Media Plan
Platform used
Facebook and YouTube
About the Company
The Daily Juice Company is an Australian fruit juice company that has launched Nourish
Berry, Nourish Orange and Nourish Green for the Australian market. The company has launched
both family pack as well as breakfast bottles. The market has grown over the years but the
company plans to increase the business and customers further.
Goal
To develop brand awareness
Promoting company knowledge
Product promotion
Influencing customer interest
Influencing customers purchase decision

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Result
By using social media, Facebook as the advertising medium, The Daily Juice Company
placed ads related to the juice and its healthy properties. The company emphasized on both
computer and mobile users. Additionally, the company included data from the past activities, the
company ensured a variety of advertisement testing. This allowed the company to optimize the
impact of the advertisement by determining the buying cycle of the customers (Kaur, 2016).
The company also emphasized on integrating social media with Facebook in order to
communicate their product to the target customers. The company included Facebook in their
social app. As a result, it was easy for the customers to create an account, log in and explore
information about the product and the company. In order to encourage signups based on targeted
audience, the management of the Daily Juice Company made use of the mobile app install the
app. This allowed the company to sort their audience based on reactions to videos ads. In
addition to, this allowed the company to use cleverly of lookalike audience thereby, strategizing
and optimizing their advertisement (De Vries, Gensler & Leeflang, 2012).
The company also emphasized on brand building and simplicity with promotional teaser
containing information about the product and the company. In order to make the audience
emphasize on the new product, The Daily Juice Company used different types of images and
videos portraying refreshing and delicious content of the juice. The brand was double likely to be
associated with the summer trend compared to the competitors (Kim & Ko, 2012).
Explaining communication plan through social media
The use of social media as the medium of communicating with the target audience is most
appropriate due to various reasons. As commented by (), the social media, Facebook is one of the

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most widely used social platform by the mass. This is because the social platform is easily
accessible by people of age groups. Therefore, a majority of the adults and young adults are
using Facebook on a daily basis, the use of this social media allowed the company to reach out
the target customers easily. Facebook is one of the most cost-efficient tools for digital marketing
that increases the visibility of the business. Therefore, using Facebook as the social media
platform will increase the brand awareness thereby, engaging the target customers easily.
According to Erdogmus & Cicek (2012), using social media helps the companies to reach their
loyal customers. Therefore, the use of Facebook will allow the Daily Juice Company to reach a
wide range of customers. As a result, the company will be able to increase their customer base
thereby, sustaining the competitive market.
The increment in the visibility of the business by using Facebook for advertising the
product gained more opportunities for the company. The company was able to post videos,
images along with blog posting. As a result, information in terms of the product and the company
became more transparent for the target audience. Each time the Daily Juice Company posted
videos and images of the product, the traffic of the website were increased. As mentioned by
Turhan (2013), advertising through social media allows creating a positive image in the eye of
the customers. Therefore, the positive image in the eye of the target customers enables the
customers to think about the juice of the company when they are looking for a healthy drink.
Evaluating the effectiveness of the IMC plan
The means selected for evaluating the effectiveness of the integrated marketing
communication is critical. One of the significant methods of evaluating the effectiveness of the
integrated marketing communications is by comparing the before and after sales results of the

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campaign (Sahebjamnia, Torabi & Mansouri, 2015). For example, if the marketing
communication objective of the Daily Juice Company is to increase the brand awareness by 10%
by the end of 2017, the sales results before and after setting the marketing communication
objectives need to be evaluated. This provides an opportunity for the business organizations to
determine if the marketing communication plan is successful or needs improvement for
achieving the desired results. However, on the contrary, due to the dynamic nature of the market,
the effectiveness might be misjudged.
On the other hand, the effectiveness of the integrated marketing communication plan can
also be evaluated by determining the effectiveness of the advertising campaign (Xu & Yeh,
2012). It is necessary for the business organizations to create a unique image in the eye of the
target customers. Being different allows the business organizations to sustain the competitive
market by attracting customers from the competitors. The company needs to attract the
psychology and emotion of the customers thereby, influencing the customer purchase decision.
Whenever the customers need the product, they avail the services of that particular company.
Therefore, the Daily Juice Company needs to create a unique image in the eye of the customers
that will influence the consumer purchase decision thereby, ensuring the customers buy juice
only from their company.
Conclusion
In this report, it can be concluded that integrated marketing communications are one of
the most successful business strategies used by the business organizations for communicating
with the target customers. Integrated marketing communications will allow the Daily Juice
Company to coordinate and integrate all the marketing communication tools into a seamless

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program thereby, increasing the efficiency of the value proposition for customers at a minimum
cost. Social media broadcasting is the advertising vehicle selected by the Daily Juice Company
in order to communicate the product to the target customers. The advertising plan developed by
the company is based on the advertising objectives that allowed the company to stick to the goals
while working. Evaluating the effectiveness of the integrated marketing communications is
crucial due to the dynamic nature of the market thereby, making it unreliable at certain instances.
However, comparing the sales results before setting the advertising objectives will allow the
Daily Juice Company to evaluate the effectiveness of the plan.

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References
Dailyjuice.com.au. (2017). About Us – Daily Juice. [online] Available at:
http://dailyjuice.com.au/about-us [Accessed 6 Sep. 2017].
Daa.asn.au. (2017). The facts on overweight & obesity in Australia – Dietitians Association of
Australia. [online] Available at: https://daa.asn.au/smart-eating-for-you/smart-eating-fast-
facts/medical/the-facts-on-overweight-obesity-in-australia-link-to-ahww/ [Accessed 15
Sep. 2017].
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science
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Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications
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Kaur, G. (2016). Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), 83-91.

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Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-
1486.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty.
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