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The IMC Strategy for the New Peperami Roller - Research Proposal Example

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The paper "The IMC Strategy for the New Peperami Roller" discusses that the various modes of advertisements are used to influences the different kind of customers. For example, many teenage do not like to watch TV instead they prefer to hang out with their friend…
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The IMC Strategy for the New Peperami Roller
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Download file to see previous pages The IMC plan for Peperami Roller includes a positioning statement and three phases of implementation. The positioning statement is ‘Delicious Peperami Roller fits for heath and fits into lunch box’. The message reflects its objectives in an effective way.
For advertising through TV, channels like BBC 1, 2 and 3 have been selected. During the screening of programs like BBC News, ‘The Street’ ‘Miranda’ and ‘Unforgiven’, this advertisement will be telecasted. Electronic billboards will be used to attract male teenagers.
In recent years, the food habit of people has changed significantly. There are several reasons behind this. Lifestyle, demography and economic conditions are the major factors that have affected the food habits of people. However, food manufacturing companies like Unilever, Kellogg’s, and McDonald etc have been able to identify the changing nature of food habit and have accordingly formulated their marketing strategy. A research conducted by Al-Mokhalal revealed that nearly 59% of the British respondents had changed their food habits whereas, 38% of respondents were unwilling to change their food habit and the rest were undecided (Al-Mokhalal, 2007, p.240). The food choice of people is determined by biological factors like palatability, satiety and hunger, economic conditions like cost, per capita income; demographical factors like culture, religion, age, education; and psychological factors like buying behaviour, stress, moods etc (The European Food Information Council (EUFIC), 2004).
For developing the IMC strategy for Peperami, the ‘teenage males’ of UK has been targeted. Before implementing the IMC strategy for Peperami, it is very important to understand the nature of the target audience along with the factors that affect their food habits. The market for teenage constitute potential customers aged between12 to 17 years old (Mediamark Research Inc, 2004).  ...Download file to see next pages Read More
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