Integrated Marrketing Communication
Marketing Communication and Public Relation
(MKT2MPR)
IMC Plan for Orion’s Choco Pie
[pic]
Lecturer: Ms. Le Minh Hang
Group: Nguyen Minh Ngoc Tran Huyen Trang Bui Thi Khanh Ly Nguyen Thi Minh Thu Tran Anh Dung
Class: BBUS 13
Date of submission: Jun 1st 2012
Executive summary
Orion is a famous Korean confectionary food corporation and its subsidiary was instituted since 2005 in Vietnam with the production of a wide range of products including Custas, Goute, Fresh Pie… and Choco Pie is still a product that consumed with a big volume in Vietnamese market.
In this plan, we focuses on analyzing the current situation of Choco Pie including examining both its external and internal factors, current target customers. We have found that Choco Pie has certain strengths like strong brand equity, high quality product and more importantly marketing activities are running efficiently which help Choco Pie gain more market share in Vietnamese market. However, there is a problem with ads on magazines which is inefficient so it is not used anymore.
Therefore, in this report we plan to develop a new IMC strategy that will target student customers as an addition to the current target children customers in order to take its strengths, increase profits and promote the image of “Tình” for the company. Hence, we aim to remove inefficiencies and use IMC tools to undertake this strategy. To achieve that, we will use three common tools of IMC including sales promotion, PR and advertising However, advertising will be funded most as it is an easy way to reach Choco Pie ‘s customers. Surely customers will have better awareness, perception about Choco Pie and inevitably sales volume will jump up.
This IMC strategy can be evaluated and controlled by on-going measures of performance through both feedback and changes in the profit related figures. This is to ensure the success that we are all looking
(MKT2MPR)
IMC Plan for Orion’s Choco Pie
[pic]
Lecturer: Ms. Le Minh Hang
Group: Nguyen Minh Ngoc Tran Huyen Trang Bui Thi Khanh Ly Nguyen Thi Minh Thu Tran Anh Dung
Class: BBUS 13
Date of submission: Jun 1st 2012
Executive summary
Orion is a famous Korean confectionary food corporation and its subsidiary was instituted since 2005 in Vietnam with the production of a wide range of products including Custas, Goute, Fresh Pie… and Choco Pie is still a product that consumed with a big volume in Vietnamese market.
In this plan, we focuses on analyzing the current situation of Choco Pie including examining both its external and internal factors, current target customers. We have found that Choco Pie has certain strengths like strong brand equity, high quality product and more importantly marketing activities are running efficiently which help Choco Pie gain more market share in Vietnamese market. However, there is a problem with ads on magazines which is inefficient so it is not used anymore.
Therefore, in this report we plan to develop a new IMC strategy that will target student customers as an addition to the current target children customers in order to take its strengths, increase profits and promote the image of “Tình” for the company. Hence, we aim to remove inefficiencies and use IMC tools to undertake this strategy. To achieve that, we will use three common tools of IMC including sales promotion, PR and advertising However, advertising will be funded most as it is an easy way to reach Choco Pie ‘s customers. Surely customers will have better awareness, perception about Choco Pie and inevitably sales volume will jump up.
This IMC strategy can be evaluated and controlled by on-going measures of performance through both feedback and changes in the profit related figures. This is to ensure the success that we are all looking