Integrated Marketing Communication Plan

Integrated Marketing Communication Plan

SECTION 4

INTEGRATED MARKETING COMMUNICATION PLAN

SECTION 4:

Integrated Marketing Communication Plan:

Integrated marketing communication is a simple concept which ensures that all forms of messages and communications are linked together and message is conveyed to the target market. Its main purpose is not only to promote its brand but also to survive in the market for long run. Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.( | Belch, G. E., & Belch, M. A. (2004), (thedma, 2015)). This marketing communication is consumer based. To communicate with vast number of consumers IMC techniques and tools helps to provide existing consumer up-to-date information, timely reminder and special offers of a product. It refers to integrating all the methods of brand promotions to promote a particular product.

4.1 Overall IMC strategy :

IMC strategy defines the clear image of the company’s marketing plan which is used for current as well as future time period. IMC strategy generally involve a well designed vision which will help the business to lead in market. IMC strategy also undertake AIDA to persuade their target audience which involve steps like : Attention , Interest ,Desire and Action.

4.1.1 IMC OBJECTIVES :

ARNOTT’s can have more sound market share in Australian market and with the help of such IMC plan they can make their good business image in front of their target audience. IMC objectives focuses on the future actions and shows that how business can grow with the help of such activities.

 Therefore the General Objectives of  IMC in Arnott’s involve:

1.To communicate with Target Audience: The target audience is the essential part for the success of company and their focus is to deliver them right message with use of proper media. Hence Integrated Market Communication is key factor which provide company  not only link with its customers but also generate long term relation with them. The basic things ARNOTTS will keep in mind while designing IMC objective include :

1.            What is the message to be given to target customers?

2.            Who will be the Target Audience?

3.            How the message will be delivered?

4.            Which sources will be used for conveying message?

2.To inform about benefits of product : The prime goal of the company is to serve best to their target audience which involve Children below 12 years. The message is conveyed in such a manner that the healthy food is also promoted so that customer should also focus over the benefits of the product. Benefits of biscuits should be explained which must involve:

1.            Ingredients of Product

2.            Usage of Product

3.            Health related benefits

4.            Taste and Flavors

4.1.2 TARGET AUDIENCE : ARNOTT’S brand is linked with the children and they are considered as their target audience. The products which are manufactured by the company can be consumed by any person but their special focus is over the Children as they want to provide them ‘healthy diet’ with use of the ingredients which they use for producing biscuits. The children are focused by  the brand because of the benefits of the biscuits. Usually children don’t like to consume healthy diet in natural manner. For which ARNOTT’S came up with the idea to produce something healthy and delicious. Therefore the biscuits are not only healthy and have many different taste and flavors which are manufactured for the children who are are under 12 years.

The general profile of Parents of Children which are Target audience of ARNOTT’s involve: