The Integrated marketing communication plans of Vitamin W.docx
- 1. The Integrated marketing communication plans of Vitamin Water Name: Rodney Wheeler Institution: Rasmussen College Title: PowerPoint Presentation For Sales And Marketing profile Date: 09/16/19 * Marketing review Despite of it being new in the market it have the following market reviews: The size of the market for Vitamin water in USA is estimated to be 22% The market growth for the brand always ranges from 40% on estimated yearly basis The leader player in the market for the new brand in USA is red bull with almost constitute 60% of the market share. Today youths’ are the targeted market for the new brand based on the fact that they are faced with a lot of responsibility * It is very important to review the marketing review for the new
- 2. brand at least once or twice in a year. This act really helps an organization to meet its objectives and marketing activities that firmly fits an organization. If the business operations do changes frequently setting more interval frequent review will definitely help the product to be stabilized in the market. Competitor analysis Coca cola – 25%Pepsi – 10%Red bull – 60%Other – 5% * For the new brand to prosper and do well in the market areas, competitor analysis must be well taken. This is majorly because it is the act of assessing the weaknesses and the strengths of the business competitors. The above is the greater depth analysis of Vitamins water industry competitors, which can literally help in identifying possible opportunities for improvement of the new brand in the market. Real competition for the new brand These two are considered to be the main competitor, whereby they are the multi dimensional companies that are the major market leaders in several sectors in USA. The corporations are also considered to have ability to advertise infinitely simply because they have estimated substantial budget and quality brand leadership. For the new brand to have a swift pace in the market it must also have quality brand leadership and the company should have substantial budget. * The beverage industry is considered to be very competitive,
- 3. therefore for the new brand to be successful into the market, there are some task that a business must take. First ensuring that the budget set for the brand is enough and that the leadership for the brand is appropriate. By doing this the brand will be able to navigate in the market area despite of having bigger brands in the market that fights this new brand. Targeting The new brand targets individual of age group 10-40 It is also recommend to athletes based on the fact that it can also be considered as an energy drink. * The new brand is a soft drink that can be consumed with people of all ages. It is also considered as an energy drink that will help increase the energy of a person, therefore athletes are best recommended to drink during their practice time. Marketing objective The brand to earn more sales in the next three years. To identify what is to be improved To identify if the brand meets the consumers targets * The marketing objective for the brand really helps the brand to be set in the market. In this case it will greatly help the brand in identifying and thereafter satisfy the need of their consumers.
- 4. IMC PLAN Media objective Who? Men and female in the age group of 10 – 40Rural and urban populationWell established comfortable personal income * The IMC is widely considered as the aggressive marketing plan that in most cases it captures and uses an extensive amount of customers’ data or information in tracking and setting the marketing strategy. In this case the brand manger will have to establish a well IMC for the brand to fit in the market according to the plan. Media objective What? The requirement that is greatly needed is to create a high level of impact. The company should hugely spend across all available media, by doing this the desire impact will increase, to which it will go to an extent of reflecting the performance of the new brand. In this case the impact will be maximally traded for efficiency so as to achieve the desired results. * When the company put some good percent of concentration to the media; the new product will be marketed widely within the approximated time set by the brand manager. This will also help the company to sell and earn profits as it navigate with other big companies in the market
- 5. Media objective when? During summer season September to December * It is recommended for the brand to be in media tour during festive seasons. This is because that is the time when most people are free from work thus making the brand to be widely known if it is published across all the media pillars. Media objective where and how? Above the line Television TV's Cables Newspapers Radios Below the line Banners Show in malls Hoardings * This are the best way of marketing to new product for it to find its way into the competitive market. The must also satisfy customers needs and expectation for it to be successful.
- 6. Media strategy Target market strategy The company should deploy; the use of TV during sports and news interval Improvise the use of cable during movie time * This is the time that is clearly guaranteed that must people will get to know about the knew brand when it is published or advertised, thus making it to reach a wider market area. Creative Plan Slogan Best of the best, earning you some more extra energy. * The slogan of the brand helps in a advertising the brand for it to capture the mind of consumers. In some other terms it makes the marketing strategy of the new brand to be a little bid easier. IMC sales promotion Bundling the product Show case the product in malls SMS The outdoor advertisements
- 7. * The above modes of sales promotion are very useful and must be implemented for the new brand to sale in a wider market. Bearing in mind that a lot of things need to be done based on the fact that beverages industry in more competitive than any other industry. References Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46. Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an introduction. Fahy, J., & Jobber, D. (2015). Foundations of marketing. * YouTube Facebook Instagram Pinterest Snapchat Twitter % US Total 73% 68% 35% 29% 27%
- 8. 24% SEX US Men US Women AGE 18-29 years
- 10. $50k-75k $75+ EDUCATION High school or less Some college
- 13. US Men US Women AGE 18 - 29 years
- 16. EDUCATION High school or less Some college College +
- 17. GEOGRAPHIC Urban Suburban Rural YouTube Facebook Instagram Pinterest Snapchat Twitter % US Total 73% 68% 35% 29% 27% 24%
- 18. SEX US Men US Women AGE 18-29 years 30-49 years 50-64 years 65+ INCOME <$30k $30k-50k $50k-75k $75+ EDUCATION High school or less Some college College + GEOGRAPHIC Urban Suburban Rural