IMC Plan for Milo
1 – Executive Summary
This Integrated Marketing Communication plan has been produced by means of the brand Milo. The IMC plan will demonstrate a situation analysis, which discusses the current internal and external position of Milo. Within the situation analysis, the information conducted is about the brand, competitors, the outside environment, threats and opportunities. This therefore helped investigating into a target audience, in this case the age group 25-34 year olds have been selected. The areas that have been explored within the target audience also include a further insight into the target audience, attitudes and lifestyles, purchasing habits and media usage. The justifications for this particular chosen target audience to create the IMC plan have been explained in full depth, with supporting evidence of tabulations and external sources.
There are three specific SMART objectives that have been devised for this particular IMC, which cover the major types; this being cognitive, affective and conative. These objectives have been elected due to indication provided in the situation analysis and target audience sections. For example, the objective conative (Do) is based on digital marketing because of the preferred number of heavy internet users for this age group of 25-34 year olds, which is evident throughout this IMC plan.
In order to achieve these objectives an IMC strategy has been put into order, which also discusses how the brand Milo will be linked to the customer and how these functions will create synergy. Furthermore the IMC functions used in order to meet the objectives are to use sales promotion, television advertising and digital marketing. The validation for these choices of IMC functions also relate back to the evidence from the target audience. These justifications lead to developing a creative strategy, which provides a message as to what this big idea will scope the basis of the campaign in terms of the major selling point.
The way in
This Integrated Marketing Communication plan has been produced by means of the brand Milo. The IMC plan will demonstrate a situation analysis, which discusses the current internal and external position of Milo. Within the situation analysis, the information conducted is about the brand, competitors, the outside environment, threats and opportunities. This therefore helped investigating into a target audience, in this case the age group 25-34 year olds have been selected. The areas that have been explored within the target audience also include a further insight into the target audience, attitudes and lifestyles, purchasing habits and media usage. The justifications for this particular chosen target audience to create the IMC plan have been explained in full depth, with supporting evidence of tabulations and external sources.
There are three specific SMART objectives that have been devised for this particular IMC, which cover the major types; this being cognitive, affective and conative. These objectives have been elected due to indication provided in the situation analysis and target audience sections. For example, the objective conative (Do) is based on digital marketing because of the preferred number of heavy internet users for this age group of 25-34 year olds, which is evident throughout this IMC plan.
In order to achieve these objectives an IMC strategy has been put into order, which also discusses how the brand Milo will be linked to the customer and how these functions will create synergy. Furthermore the IMC functions used in order to meet the objectives are to use sales promotion, television advertising and digital marketing. The validation for these choices of IMC functions also relate back to the evidence from the target audience. These justifications lead to developing a creative strategy, which provides a message as to what this big idea will scope the basis of the campaign in terms of the major selling point.
The way in
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