Mkt20021: Integrated Marketing Communications for 100plus Edge

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ASSIGNMENT 1

MKT20021 INTEGRATED MARKETING COMMUNICATIONS

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Table of Contents

Introduction        

Background        

Product Specifications        

IMC Campaign Description        

Target Audience        

Geographic        

Demographic        

Psychographic        

Objectives        

Desired Response        

Recommendations        

Reference List        

Introduction

The objective of this report is to explore and discuss on the implementation of a new integrated marketing communications campaign for one of the selected organization’s product offerings. An integrated marketing communications campaign will be designed to communicate with the public to raise the awareness of the product.  There will be further discussions on why the product is selected and the specifications. This report will elaborate and evaluate on the organization’s targeted audience for the product. There will be more in-depth discussions on why an integrated marketing communications campaign is needed for the selected product. This report will outline on the communications objectives and the desired response from the audience by developing measurable, realistic and achievable objectives specific to the integrated marketing communications activity. Lastly, this report will conclude with recommendations and methods best suited for the integrated marketing communications campaign to be implemented effectively and efficiently.

Background

Established in 1883, Fraser and Neave, Limited (F&N) is a Singapore-based organization. It is a well-known company and is one of the oldest companies in Singapore. The organization specializes in the food and beverage, brewing, property development and publishing industry.

For the food and beverage industry, F&N has constructed its selection of beverage and food products with focus on health and wellness. Over the years, F&N have been recognised for its product quality and safety. Their brand is well-known in Singapore and the rest of the countries in Asia. The principal distribution of their beverages includes soft drinks, dairy products and their isotonic drinks, 100PLUS.

Product Specifications

In 1983, 100PLUS was produced and manufactured by F&N to celebrate their 100th year in Asia. This carbonated isotonic drink is formulated to aid the body in rehydrating and replenishing fluid after one has engaged in active sports. 100PLUS also energizes consumers to achieve high performance in their daily active lifestyles. This thirst-quenching product has been certified as a healthier choice drink by Singapore’s Health Promotion Board.

All along, consumers’ impression of 100PLUS is a carbonated beverage.  In 2011, a non-carbonated version of 100PLUS, “100PLUS Edge” was introduced to the market. This non-carbonated isotonic drink contains additional benefits of B-vitamins (B3, B6, B12), which produce energy and aids in replacing fluids quickly after sports. It is also lower in sugar, compared to the carbonated version, 100PLUS.  

F&N needs an integrated marketing communications campaign for 100PLUS Edge as not many people are aware of this product. Most of the consumers are only aware of 100PLUS drink, the carbonated version as this product has been in the market for more than 30 years. Whereas for 100PLUS Edge, it was introduced to the market in 2011, which is barely 4 years.

IMC Campaign Description

The launch of “100PLUS Edge” is mainly targeting at consumers that prefer non-carbonated isotonic drinks. These targeted audience may be consumers that consumes other non-carbonated isotonic drink from other brands or 100PLUS’s existing loyal consumers that would actually prefer the non-carbonated version.  

As 100PLUS Edge is the non-carbonated version of the original 100PLUS, the launch of “100PLUS Edge” lacks the anticipating and excitement factor from the public. It is considered as a “modified” version of the original 100PLUS, so the awareness for this product is rather low. There are many consumers that are not aware of this new product since the packaging and colour of the drink is similar to the original 100PLUS. Moreover, there are competitors that produce the non-carbonated version of isotonic drinks, with similar taste and colour.

At the moment, other than introducing the new product and dedicating a few posts on their 100plus official Facebook page, there is not much publicity or advertising done for this new product.

F&N can further utilize their Facebook page to come up with contests that engage with the consumers by getting them to like the 100PLUS Facebook page and share the post to stand a chance of winning. Another way to participate in the contest can include taking a picture with the new drink and which picture getting the most likes. In this way, by sharing and liking the post raises the awareness among consumers that uses Facebook. The power of utilizing online platform is that news are spread rapidly across the targeted country or even around the world.

Other than that, F&N can consider distributing brochures to the existing customers that purchase the original 100PLUS product. There will certainly be people that do not use social media, so F&N have to look into creating and raising awareness through other platforms such as celebrity’s endorsements, sponsorship events, television advertising and environmental advertising (bus stop signage and vehicle wraps).

“100PLUS Edge” can have packaging of different colours for consumers to distinguish it from the original 100PLUS. By having an attractive or different colour packaging from the original version, it will definitely grab the consumers’ attention.