Integrated Marketing Communications - Coursework Example

Running Head: IMC CAMPAIGN IMC Campaign Name Institution IMC Campaign Executive The brand name for the wine is Australia organic wine, thus the accompanying logo of the wine should be developed and chosen. The corporate name that can be same or different from the brand name ought to be selected. Thus an emphasis ought to be laid on how the wine and the corporate image will be communicated to the public. This includes advertisements and promotions which will help reach the target audience effectively. The objectives for marketing the wine should be laid and present competitors should be noted. The branding of the wine should be done in such a way that it will be attractive and this brand can be chosen over the other existing brands in the market (Clark, 1993). Target clients The target clients include small business wine shops, hotels and restaurants, bars, night clubs. Targeting markets will provide an opening for Australia organic wine to focus its business needs of one or even more specific groups of buyers. This will help in considering the variations between the markets and the basis of these differences (Baack, 2007). This brand should target the parts that the company will provide the market and no other wine brand provides. This will be the differential advantage of Australia organic wine. For example this wine can target homosexual group. This is because there has been study on the market of this group on wines and it has been established as a very potential market and the willingness to buy the wine is there. That’s why a lot of money is has been spent on advertising wine to the gay group in the recent years. Apparently, this is a very sizable number to center on Australia organic wine market. A good example of target market that may show Australia organic wine available market is gay men, age bracket, 36-47 with household income of $100,000 to $300,000, living in Australia (Armstrong, 1977). This will be used as a guide to develop materials to be used in promotions, the places to place the advertisements, efforts to be included in public relations and the channels of distribution for the wine (Terence, 2002). Communication to the consumers The methods to be used to reach the potential customers and to make the customers aware of availability of Australia organic wine in the market should be availed. Prints and broadcast adverts should be used. The papers on the bottles used in packaging the wine should too contain some message for the customers. Internet banners and audio visual materials in multimedia can too be used in advertising their products (Don, $ Stanley, 1996). Still, the billboards with the wine advertised and placed in strategic places can too be used. For Australia organic wine, the television would be among the most effective way of advertising the product. The name of the wine accompanied by the logo and the advantages of taking this wine versus other wines can be formulated in a very attractive manner. This advert can be appearing on the times that most families are having their supper since this the time that most of the people are at home. The advert should appear in the television station that is the most popular. This will help in reaching so many potential customers at the same time (Cooper, 1984). Integrated Marketing Communications (IMC) All the places and the ways that the wine brand touches the customers should be noted. Thus the integration will be achieved planning of all chances ahead of time in media and digital situation. The truth concerning the wine ought to be identified and then embed it in the advertising message and eventually intertwine it into a compelling story. The marketing topic should be sufficient enough to span several platforms but also build it on a resilient backbone with the potency and resiliency to maintain the entire campaign program (Cooper, 1984). The vehicles to be used in delivery of the adverts which include the billboards, web and internet messages, statistic imaging, mass media buses and trailers should be well arranged for. The method used in reached the target should be what has been proved before and it is effective other than what is popular. The number of vehicles should be large in order to make it easier to wander off the message. The IMC aims at reaching the customers and making them consistent. Integration should always be maintained to achieve maximum returns. The integration can be achieved through all the Australia organic wine vendors and agencies together so as to check their concepts and the vehicle against the Australia organic wine core. After this, the project manager should guide the vendors and the agencies through the several repetitions regarding the product (Shay, 2001). Marketing objectives The first step is to identify the available market for wines in general and the specific places that have great demand for wines. The available competition from other wine brands should also be noted and the weaknesses and the strengths with the Australia organic wine should also be noted. The people drinking the wine are the potential market for Australia organic wine. This will also be broken down to those who drink for fun, those who are health conscious and those who drink it because they love it. This will help in identifying the market scope of the wine. Thus the marketing of our wine will be to those places with people willing and need to buy the wine. After identification of potential markets, market size, growth and accessibility ought to be identified and also the cultural factors, attitudes, people’s lifestyle, technological aptness should still be considered. Another objective is to develop the strengths and the weaknesses of Australia organic wine. Is this wine offering wine that is exceptional with the price that is moderate or does this wine has outstanding customer service or still, is the wines brand’s name recognizable? There are various practices and sources of data where such information can be gotten and this include through observation and through secondary and primary research methodologies. The other wine brands posing competition should be identified. The competitive condition in existence within the wine industry ought to be developed basing on who possible competitors are in wine market, their weakness and strengths and the plans they got with their wine brands. This should include the price the competitor’s brand are going for, the methods they use while promoting their wines and the places that these competitive wines are distributed. Packaging and Branding Architecture The branding of this wine should be original. The branding and packaging of Australia organic wine should be innovative, attractive. While branding, the main role should be to maximize sales thus the premium products used in branding this wine should focus on leisure and luxury and also the branding should be of very high quality to communicate to potential customers’ stylishness and sophistication. Because this wine is new, the branding design should aim at having a very high value and creation of excitement among the customers on seeing the product. This product should be packaged in containers that can be used after the wine is take, this is important in multipurpose. As clients enjoy Australia organic wine, there should be superior “long tail” coverage to brand imagery and product messaging through targeted branding, thus providing a momentous marketing advantage. The branding ought to be serving as the representative on store shelves and in consumer homes. Barriers to entry in the market The already established wine firms may make it hard for the company producing Australia organic wine to advertise. The established firms may spend so much money on advertisements that Australia organic wine will find so expensive to afford. The founded wines may advertise their wines as being so superior as compared to the other wines in the market. In such a case, the Australia organic wine will be viewed as different from the already established wines hence the customers will find it very hard to alternate it in place of already established wines. This might make it hard for Australia organic wine to gain customer acceptance. The other barrier is that Australia organic wine may opt to sell at a lower price to as to counteract the existing expensive wines. Finally, company may suffer so huge losses. Still, the already existing wine companies may be having control of resources very necessary in production of the wine thus our concerned company will not be in a position to compete in the wine industry. Still, there is consumer’s loyalty; current wine firms that are large might be having customers who are so loyal. This is because they long established very strong brands in the market thus Australia organic wine could find it so hard to acquire customers. Moreover, Australia organic could meet with key distributors who have very restricted agreements and once again this can be a barrier to the entry of this product in the market. Big, veteran wine firms can basically produce their wines at lower costs than starting Australia organic wine firm. Thus cost advantages will be quickly reversed by progresses in technology and hence the new firm will be at a very disadvantaged position to compete with the already established wine firms. Lastly, the regulations from government can make the entry of Australia organic wine entry to the market very difficult or even impossible. In some case, the government may lender the competition not legal and thus come up with statutory monopoly. Still, license requirements and permits for the wine to be allowed to sell might be a barrier for the entrance of Australia organic wine in the market (Bozz, Allen $ Hamilton. (1982). Budget The estimated total IMC Campaign budget is about $200 million. This should be distributed among the many uses of the campaign. Around $100 million should be used in distribution conduit and trade promotion of the wine. This is because both promotion and distribution will account for about 50% of the money spent in marketing. Thus this money will be spent in business promotions, sales promotions, individual selling, sponsorships, express marketing programs, and any other marketing program. Therefore, it is in order to assign a sum of $100 million since it matches the existing industry practice. About $60 million will go to consumer market and the business to business market. However, most of the funds here will be spent in doing consumer market concerning Australia organic wine as compared to the money that will be spent on business to business market. The $40 million will be used in analyzing communication market of the wine and Corporate Strategies. This money will be used in activities like analysis of opportunities and the competition available and also in activities like development of the brand and positioning of the brand (Shay, 2007. Evaluation Criteria The entry of Australia organic wine should be evaluated whether the whole project is viable, and whether it is destined to succeed. The criteria for evaluating this product should be divided in to three parallel but also mutually dependent streams of activities. These are industrial, market and financial requirements necessary in developing of Australia organic wine from its original concept to the market and finally leading to its launching. The product which in our case is the wine is first evaluated in stage 1, here it either passes or fails to pass. If it passes, it proceeds to the second stage where it is again evaluated and it either passes or fails. Incase the product makes to pass to stage three, it is rated as being fit for the market (Shimp, 2006). During the evaluation of Australia organic wine, the idea of how the wine came about is screened and the concept used in making of this wine is also screened. Still the business analysis of the wine is done and this includes how the wine will do in the market and whether it is likely to have a ready market. Still, this wine is also tested whether it is fit for human consumption and this is what is referred to as product testing. Finally, the analysis of test result of this wine in the market is done. After Australia organic wine is launched in the market, a short term assessment is done which is followed by a long term assessment afterwards (Kleinschmidt, 1990). Consumer Messages The consumers should be informed of the health importance of Australia organic wine. They should be made aware of the legitimacy and enduring significance of the wine as a pleasurable part of relaxed, everyday life. The consumers should be communicated that Australia organic wine is extraordinary, original, and is relevant in current lives. The consumers ought to know that Australia organic wine is one of a kind. Situational Analysis The current wine supply of the wine is not a lot. Basically, the wine market does not exaggerated varieties so Australia organic wine is not faced with big competition. This means that if this wine gets to the market and a lot of follow up done, it is likely to do well in the market (Semenik, 2006). Key Competitor Net Impressions and Messages The likely chief competitors of Australia organic wine are wines like Barossa, McLaren Vale, or Coonawarra (Bal Chandra, 1984). These are wines that are so popular in the region thus they are likely to pose major competition to this wine. This means that to make Australia organic wine popular in the market, so much has to be done. Like major advertising coupled with a lot of promotion ought to be there in order to make this wine as popular as the others or even close to them. The consumers should know that this wine is as good as these popular wines or even better. References Armstrong, J.S (1977). Estimating non-response Bias in Mail Surveys. Journal of Marketing Research 14(August):396-402. Baack, K. (2007). Integrated Advertising, Promotion and Marketing Communications. India: Prentice-hall Of India Pvt Ltd. Balachandra, R. (1984). Grave Signs for making go/no-go Decision in New Product Development. Journal of Product Innovation Management 1(2): 92-100. Bozz, Allen and Hamilton. (1982). New Product Management for the 1980’s. New York: Bozz, Allen and Hamilton. Clark, K.B. (1993). Managing new product in the market. New York: the Free Press. Don, E., Stanley, I. (1996). The New Marketing Paradigm. Columbia: McGraw-Hill Professional. Cooper, R.G. (1984). Criteria for Screening New Industrial Products. Industrial Marketing Management 13:149-156. Cooper, R.G. and Kleinschmidt, E.J. (1990). Latest Products, the key Factors in Success. Chicago: American Marketing Association. Donald, B. (1995). Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package. Pittsburg State: University of Louisiana at Monroe. Kleinschmidt, E.J. (1990). Success Factors in Product innovation. Industrial Marketing Management, 16(3): 215:223. Semenik, S. (2006). Summary for Promotion and Integrated Marketing Communications. India: Academic Internet Publishers. Shay, S. (2007). Entertainment Marketing & Communication: Selling Branded Performance, People, and Places. India: Prentice Hall. Shay, S. (2001). Campaign Planner for Promotion and Integrated Marketing Communications Australia: Thomson South-western. Shimp, I. (2006). Outlines & Highlights for Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. India: Academic Internet Publishers. Terence, A. (2002). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications. India: Thomson Learning.   Read More