Integrated communication plan for Kinnie Zest

Abstract

Although local marketing agencies have begun to adopt IMC in their approach to communications there is still little has been done in Malta to enrich literature on the IMC concept. In light of the situation, one of the primary intentions of this paper was to show, by example, the benefits of utilising an integrated approach to communications. The study endeavoured to analyse consumers' perceptions of the brand Kinnie Zest and their receptiveness towards certain media. Data was collected from 120 non-randomly chosen consumers in Malta, using an online survey as the primary data collection method. The findings suggest that consumers do not regard Kinnie and Kinnie Zest to be separate brands, and thus project Kinnie brand values onto Kinnie Zest. The survey also found that the younger market is increasingly spending time on, and is mostly responsive towards social media. The data provided in this research paper would prove to be useful guidance to companies wishing to strengthen their future communications plan and highlights the steps that need to be taken if a company wishes to launch successful IMC campaigns.