imc b final.docx - Executive Summary This report involves...

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Executive Summary This report involves the introduction of Edgell’s new curry brown lentils. The target audience are female home makers age 25-40. The objective of this campaign is to build brand image among target audience. The message strategy of the Edgell company we focus on deliver the right message and keep in touch with the audiences. Next, Edgell uses social media such as Facebook and Instagram to promote the new product. Brand awareness can be built by using social media. Edgell has sales promotion of buy one free one during March to August. Research shows that 42% of buyers are satisfied with buy one get one free promotion and there are 47% of buyers who will repurchase the product. So, it helps Edgell to obtain better sales on this new product. The total clicks for one year’s post on Facebook will be 73,000 clicks. The average cost per click (CPC) on Facebook is $0.50. Hence, the total cost in Facebook advertising is $36,500. The objectives will be achieved by developing media campaigns. 2
Table of Contents 1. Introduction .............................................................................................................................. 4 2. IMC strategy ............................................................................................................................. 5 3. Message strategy ...................................................................................................................... 6 3.1 Advertising appeals ................................................................................................................ 6 3.2 Execution techniques ............................................................................................................. 6 4. Social media ............................................................................................................................. 7 4.1 Sales promotion ...................................................................................................................... 8 5. Media plan ................................................................................................................................... 9 6. Evaluation of campaign ............................................................................................................. 10 6.1 Marketing Metrics and Key Performance Indicators (KPIs) ............................................... 10 6.2 Symphony IRI’s Behaviour Scan ......................................................................................... 10 7. Conclusion ................................................................................................................................. 11 8. References .................................................................................................................................. 12 9. Appendix .................................................................................................................................... 14 3
1. Introduction Edgell is a company that sells a variety of canned vegetables which has over 80 years of experience in the market (Edgell 2017). Edgell will be introducing a new product to the market which is curry brown lentils. Australians consumed curry since the twentieth-century (Leong- Salobir 2015). The objective is to build image among target audience. Edgell rarely updates on social media hence the customers do not know the latest news and updates regarding the brand. Besides, brand image can also increase recognition hence leaving a good impression in the mind of the consumer. Therefore, there will be a consistent brand image to all customers as they will perceive Edgell as a brand that produces high quality canned vegetables. The target audience is female home makers age 25-40 living in Australia. Home makers contribute to the most amount of sales of canned vegetables (Roy Morgan 2017). Home makers usually make a bulk purchase every month (Hemalatha & Balakrishnan 2017). 4
2. IMC strategy Edgell should use social media as a platform to keep in touch with consumers on a day to day basis. By defining the message, the right promotional tools can be determined. The IMC function that will be used is online advertising and sales promotions. Advertising in two mediums can create more attention, positive reviews and higher credibility than just one medium alone (Shimp 2007). The advertisement will link the brand to the customers by creating recognition.

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