Integrated Marketing Communications, and the Changing Media Landscape: Elygenics Drink
Question
My brand name is Elygenics and I have uploaded a prior paper to reference. I have also uploaded required references that need to be included with in-text citations. The References are attached at the bottom of each upload.
Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
Media strategy. Student can design a simple message and media plan for a product or service offering.
Directions
This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design. A good one is:
https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-marketing-communications/
http://multimediamarketing.com/mkc/marketingcommunications/
Prepare your assignment beginning with a title page with your name and the name of your product or service. Then answer each of the following four questions (four in part 1 and there is not a part 2) in order and number the beginning of your response to each question. Although you do not need to repeat the question, headings should be used to separate the sections. The assignment has no specific page limit...demonstrate your critical thinking skills by applying the relevant concepts to each question, integrating them with your brand-name product, and elaborate on them for a comprehensive response to the questions.
Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" (or theme of your promotional messages) to be the basis of the message strategy for all your marketing communications.
Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You should have more than one promotion mix tool for any given marketing communications objective.
Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your media choices. (You may have to do some research on the particular media choice.) You should be using social media and discuss which social media and how they will be used to accomplish which objective.
Directions
This part of the writing assignment closes the loop on strategic marketing planning in that it identifies the types of marketing strategies the company might employ to market its offering using integrated marketing communication methods to its final customer. Metrics need to be in place to measure how successful (or not so successful) the strategies to reach marketing objectives have been. Strategic marketing planning then becomes an ongoing process of measuring and adjusting to new information and current conditions.
While you are expected to conduct some external research, any of your responses to these questions will be your best educated and informed (as much as possible) information on your product or service offering’s company. Where concrete information is not obtainable, you should use your judgment and describe why you made your judgment call.
General Submission Requirements
Prepare as a word processed document (such as Microsoft Word).
You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the written analysis.
Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment and in a brief introduction at the beginning of your paper.
Include a References page, which includes references that explain the concept and references to the actual product.
You should use a minimum of six (6) references, four (4) of them dated 2015 to the present.
You should use APA style for a paper which includes formatting for page numbers, page margins, etc.
Previous papers for Elygenics details and references for in-text citations are uploaded.
Solution
Integrated Marketing Communications, and the Changing Media Landscape: Elygenics Drink
The Integrated Marketing Communication (IMC) strategy is critical in marketing planning. The IMC strategy details how communication goals are achieved by coordinating different marketing mix elements. In other words, it details how individual elements of the marketing mix will work together as a cohesive whole. The objective of an IMC campaign is to create a unified and seamless brand experience for customers (Finne and Grönroos, 2017). The idea is to coordinate all contact points with the customer to deliver them consistently across all mediums. This paper seeks to discuss the application of integrated marketing communication in promoting the Elygenics drink-through promotional strategies such as advertising, sales promotion and direct marketing and the various media strategies applied to meet the objectives based on the AIDA framework.
Integrated Marketing Communication
Integrated marketing communication combines different marketing tools used to market a product. Elygenics Drink targets athletes and people who need to remain physically fit. Integrated marketing communications can add value for customers because it will target all types of media, and the customers will be able to get firsthand information about the product from various sources (Safitri, 2018). For example, if the product is advertised on television, social media platforms like Facebook and also announced on radio stations, it will build trust among customers about the drink. The advertisements should also state clearly what ingredients have been used to make the drink and how it helps in keeping an athlete or a person physically fit (Kotler, 2017).
The Big Idea should be a single, unified message that communicates the brand’s core benefit or selling proposition. The Big Idea is the one thing the target audience will take away from advertising the brand. Simply put, it is what I want to say about the product (or service). The Big Idea for Elygenics drink is this: “Elygenics Drink: The best way to hydrate your body”. This Big Idea is clear and simple. It directly relates to how this product can satisfy the target market’s needs (University of Maryland Global Campus, 2022). It is also something that I will remember and associate with this product. This experience can be further enhanced by incorporating this idea into all promotional activities. In this case, the philosophy behind the product is to prevent, treat and improve health conditions like obesity, high blood sugar, high blood pressure and high cholesterol (Valos, Maplestone, Polonsky, and Ewing, 2017). The basic ingredients are a blend of natural herbs, minerals and vitamins that provide all the essential nutrients needed by the body to function properly. The product has no side effects and can be taken daily. The product targets athletes who want to improve their performance and people who want to remain physically fit.
Marketing Communication Objectives
Objectives based on the AIDA Framework
Awareness.
- To raise awareness of Elygenics Drink and its benefits in the target market.
Elygenics Drink is the first product to combine the benefits of both caffeine and an energy drink.
Interest.
- To increase consideration of Elygenics Drink as an option for athletes and people who need to remain physically fit.
This new drink will provide long-lasting energy and increased stamina while improving focus and concentration. The product will also provide electrolytes, vitamins, minerals, and antioxidants essential for maintaining good health.
Desire.
- To encourage subscribers to act by signing up for a free trial of Elygenics Drink.
Elygenics drinks can be used by people who exercise, athletes and people who need to remain physically fit. The product will provide a natural energy source without the jitters or crashes experienced by users of other energy drinks (Ultima Replenisher, 2022).
Action.
- To incorporate these three objectives into one integrated marketing communication that ensures that the drink is available in all retail stores by incorporating: promotional message, visual elements and a proper medium like media posts.
Promotion Mix
Promotion mix refers to various promotional tools in a specific combination to achieve marketing objectives and goals. The different tools are advertising, public relations, direct marketing, and sales promotion (Winchester, 2017). These tools can be used individually or in combination with other promotional tools as part of the promotion mix. The best combination depends on the nature and objectives of the company, its target market and the products or services it wants to promote among consumers (University of Maryland Global Campus, 2022).
Advertising
Advertising refers to paid forms of nonpersonal presentation and promotion of an identified sponsor’s ideas, goods, or services. It is a one-way communication that only transmits messages but does not allow for any feedback from potential customers. In other words, advertising is a linear communication process that only allows for information flow from the sender to the receiver. Examples of advertising media include TV, radio, newspapers, magazines, billboards, direct mail, and flyers (MMC Learning, 2022). In this case, companies can use advertising in various ways depending on their marketing objectives, such as brand building and awareness, product launch or trial, and gaining repeat purchases from existing customers. Elygenics Drink is a product that aims to help athletes and people who need to remain physically fit. Elygenics drinks can be advertised in different ways, the most efficient through social media (Safitri, 2018). Many social media platforms would advertise the drink, such as Facebook and Instagram. The platforms have a very large audience; hence, they reach many people fast. Public relations would also be used since it helps create awareness of the product.
Sales promotion
Sales promotions are generally short-term and create buzz around the product or service. There are two types of sales promotions: consumer-focused and trade-focused. Consumer-focused sales promotions include price offs and buys one get one free offer, whereas trade-focused promotions are directed at retailers to convince them to stock up on a particular product or push it more aggressively in their stores. Sales promotion tools include special offers, discounts, free samples or special events (Finne and Grönroos, 2017). Sales promotions work well as they stimulate demand in the short term while helping promote brand loyalty over time.
Direct Marketing
Direct marketing will include all activities related to contacting prospects directly by mail, telephone, email, coupons, catalog, or other means to generate an immediate response to sell a product or service (Prasad, Garg, and Prasad, 2019). This approach is effective because it allows the message to target audiences most likely to buy Elysgenic Drink.
Public Relations
Public relations is a way to inform people about your company through press releases and announcements. It also facilitates relationships with reporters and journalists so that you can secure positive coverage (Shin and Jang, 2007). It allows you to remain relevant in the news media. For Elygenics Drink, public relations would allow us to publish press releases about endorsements from professional athletes such as Venus Williams or Usain Bolt, who could tell their stories about how using Elygenics Drink has helped them in their competitions.
Media Strategy
The Message: Stay hydrated and healthy with the Elygenics Drink
The message should be “Stay hydrated and healthy with the Elygenics Drink,” and this message should be used in all forms of advertising mediums for them to remember this advertisement easily. For example, a billboard with this message would make people look at it twice because they are curious about what the advertisement conveys (Chukwu, Kanu, and Ezeabogu, 2019). This advertisement will reach millions of people who are always active or need an energy boost during their daily activities and athletes who want something refreshing after their exercise sessions to help them recover faster (Bruhn and Schnebelen, 2017). Elygenics Drink is a new sport drink with several benefits for athletes, fitness enthusiasts and people who need to remain physically fit. Its main components are water, glucose, citric acid, salt and electrolytes. The drink provides the body with a good supply of vitamins such as vitamin B6 and vitamin C. It also contains antioxidants that help the immune system of the body fight off diseases. The product has become an important part of the sports industry, and its popularity has increased dramatically due to this. However, many consumers are unaware of it, and the product needs to be promoted more for the consumers to know about it.
Media Plan (Television, and Social Media)
I would choose the two media that will target the audience most effectively for this ad campaign. These media are Facebook, television and Instagram. Facebook has a lot of benefits for this campaign. The first benefit is targeting very specific people with my ad campaigns. I can choose to only show ads to people who have demonstrated an interest in fitness by liking pages related to exercise, health and nutrition (Camilleri, 2018). Facebook allows the company to create a targeted audience based on users’ behaviors and interests. So, I can target people who have expressed an interest in sports drinks, energy drinks, or similar products and services. Instagram provides many of the same benefits as Facebook when targeting users (Boundless, 2022). Instagram also allows me to show my ads when they will be most effective, allowing me to reach the target. Lastly, television is another medium that can promote Elygenics Drink. Television offers many benefits, including wide coverage area and high-impact messages due to audio or visual imagery. Television can also be segmented based on programming during certain times of day and demographics such as income level and household size.
In conclusion, this paper has discussed the application of integrated marketing communication in promoting the Elygenics drink-through promotional strategies such as advertising, sales promotion and direct marketing and the various media strategies applied to meet the objectives based on the AIDA framework. Integrated Marketing Communication (IMC) creates a unified and seamless brand experience for consumers across channels. It involves strategic business decisions, internal communications, external communications and engagement to achieve common goals. Since people in the target market are athletes, it is necessary to provide them with a product to help them remain physically fit and healthy. The product is designed to meet the needs of athletes who follow an active lifestyle or those who need to maintain a healthy lifestyle. This is done by using all-natural ingredients like botanical extracts and amino acids, which promote an individual’s overall health. The company uses several promotion tools like advertising, sales promotion, personal selling, public relations, and direct marketing. Each tool is used for distinct objectives. Direct marketing, public relations advertising and sales promotion tools would also be used as key promotional and marketing tools for Elygenics Drink that targets athletes and people who need to remain physically fit. They increase sales volume by using incentives to attract potential customers. Incentives such as discounts, rebates, contests, games and free samples are used to attract customers into making purchases; hence the market increases significantly.
References
Camilleri, M. A. (2018). Market segmentation, targeting, and positioning. In Travel marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The impact of advertising on consumers’ buying behavior. International Journal of Arts and Commerce, 8(1), 1-15.
Boundless. (2022). Boundless marketing. Lumen. Retrieved February 27, 2022, from https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-marketing-communications/
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental to a customer-centric perspective. European journal of marketing.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing.
Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing.
MMC Learning. (2022, January 22). What is marketing communications? Retrieved February 27, 2022, from http://multimediamarketing.com/mkc/marketingcommunications/
Prasad, S., Garg, A., & Prasad, S. (2019). The purchase decision of generation Y in an online environment. Marketing Intelligence & Planning.
Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Integrative Business and Economics Research, 7, 328-337.
Shin, S. Y., & Jang, E. Y. (2007). The integrated marketing communication (IMC) strategy of Korean fashion brands entering the Chinese market. The Research Journal of the Costume Culture, 15(3), 483-495.
University of Maryland Global Campus. (2022). Learning resource: Integrated Marketing Strategies. https://learn.umgc.edu/d2l/le/content/690200/viewContent/25256924/View
University of Maryland Global Campus. (2022). Learning resource: How consumers make buying decisions. https://learn.umgc.edu/d2l/Ie/content/690200/viewContent/25256898/View.
University of Maryland Global Campus. (2022). Learning resource. Segmenting and targeting markets and customers.
Ultima Replenisher. (2022). About us. https://www.ultimareplenisher.com/pages/about-us.
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), 1522-1558.
Winchester, M. (2017 December 18). Low involvement and high involvement consumer decision-making. [Video]. YouTube. https://youtu.be/77ESDNJtc1Q.
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