IMC Plan for ‘Just Squashes’

Abstract

The Situation Analysis, being the first section of this report, serves as the basis for the Integrated Marketing Communications Plan for Just Squashes. It presents an overview of the marketplace, followed by an analysis of the market competition. Through a PEST analysis, the various environmental factors impacting the Maltese beverage industry were examined. Following that, the reader is guided through a detailed background of Master Group, with closer attention to Madalien Limited, the manufacturing company behind the Just brand. A consumer behaviour analysis follows, providing a better understanding of the current and potential consumers in the local noncarbonated beverage market. Unfortunately, the Maltese market lacks detailed information on the beverage manufacturing industry. As a result, primary data collection was intended towards filling in these information gaps. Through Ajzen's theory of planned behaviour, this study helped provide details on the consumption trends and target market of fruit squashes. The collected data showed slight changes with regards to the target consumers of such beverages. Moving away from a target segment largely populated by blue collar consumers, to a segment where white collar consumers are predominant. Factors such as age, marital status, geographical location and level of education, were also considered to outline whether these tend to have an impact on the attitude, consumption and brand preference of fruit squashes. Once again, some of the assumptions mentioned in the situation analysis were confirmed, especially those relating to family stereotype roles and the consumption location of fruit squashes. During the data collection, the researcher could also identify an increase in health awareness, hence confirming the possibility of marketing Just squashes as a healthier alternative to carbonated and other non-carbonated drinks. The section tackling the strategic objectives and strategy provides an overview of the quantifiable IMC objectives, which shall serve as the basis for the IMC program. The target market was also tackled in this section, outlining the size of the market, the main characteristics of the target consumers as well as examining the viability of the target segment. Product positioning follows, providing the main positioning statement for the Just brand, in an attempt to differentiate the brand from its competitors. The budget section, discusses the current budget system used by Mada lien Ltd. Moreover, it also shows a breakdown of the proposed budget for the 2012 campaign. An examination of the viability of the budget indicated, that an expenditure in the range of €21,000 could generate a higher contribution amount from previous years. The Integrated Marketing Communications Program, guides the reader through the different proposed communication efforts ranging from advertising, direct marketing, internet marketing, sales promotion as well as public relations. Each sub-section provides detailed information about the objectives of the communication tool, the message to be transmitted through the chosen medium, the media strategy as well as the budget allocated to each IMC effort. The Implementation timetable follows, guiding the reader through a one year communications schedule. Ultimately, the final section discusses means through which Madalien Ltd. can measure the effectiveness of the proposed IMC program, in light of the formerly set quantifiable objectives.