BK214 Integrated Marketing Communication Assignment Sample

Introduction

Bickford is an award-winning cordial, sodas, and iced coffee company established since 1874 providing a collection of contemporary and traditional products. Bickford is one of Australia s oldest brands as a family-owned and managed business with head office in Adelaide. It uses 5 line productions for support to international stockiest and retail partners. Its design facility range from 170ml glass to PET bottle (Bickford, 2020).  The report provides insights on the marketing plan for the launch of energy drink by Bickford for fall 2021 .

Integrated marketing is important for customers and businesses in communicating with end-users for improving better sales and product information for retention. Integrated marketing communication affects business communication through consistency in message and customer contact through multiple media  

Integrated Communication and Target Audience Identification

Integrated communication the mix helps in establishing a relationship between consumers for Bickford’s product. The energy drink will target young adults. The product will be marketed through social media channels and sold through supermarkets and online portal. Energy drink by Bickford will create value cola taste with a focus on flavorful taste in the market. 

It will focus on communication through energy drink features which are-

1. Product- Bickford has a presence in cordials with the dominance of home flavors. The product physical attribute will be a single size PET bottle with easy to carry and individual use products. The packet size will target consumption through usage with no-added colors in the energy drink (Clow, 2019).

2. Price- The energy drink market is fragmented. The focus of the energy drink by Bickford'spremium pricing. The consumers can choose products through 3 different flavors black current, gold, as flavors. The consumer objective for product selection is on the price that is designed for switching to the brand for purchase.

3. Place-The energy drink will vitalize mind with mostly consumed by professionals with vitamin B and taurine presence. The consumers display limited search for purchase by distribution center across the sales office for international export and home-base presence. Supply chain effectiveness will ensure stock listing at supermarkets. The push strategy will create top of the shelf approach for position and store sale for direct appeal for the sale of the product (Lerbinger, 2018).

4. Promotions- The product promotion as low sugar and vitalizing mind with a focus on young adults. The influential market will be used for directing the message towards the audience for product promotion by social media. Bickford focuses on product specifications for product sales for promotions attributed to quality and nutrient components of the product (CMO, 2020). The advertising by billboards and social media will create brand value as Today is goodwill spark purchasing decision and linked to the traditional aspects that govern Bickford in its authenticity.

Communication objectives for Bickford are-

1. To establish the energy drink as a flavor for an alternative to the added preservatives drinks.

2. Product presence in the Australian market with 15% of the store tie-up.

3. To communicate the brand quality 

Bickford Existing Strategy

The scan to taste option used by QR payment as a partnership by Bickford sees the technology used in sampling at the onsite premise for the scan to taste. The company uses partner tie-up for sale through the website. Sponsorship and product collaboration for boosting of sale on media handle at Facebook for Salisbury CFS fundraiser show brand stronghold in supporting events and maintaining public relations (Facebook, 2020).

Media Options

The demographic will be addressed through content on social media handle for the age demographics 25-35. This will engage the customers for purchase through click and buy by the shop option on the timeline. The features of the product will be displayed through the same.Creating differentiated product marketing for the product involves communication options.  The energy drink will use herbal extracts and vitamin components for rehydrating the body and reducing fatigue.

The Public Relations through attention by sponsor aid in the online marketing communications by promotional opportunities of CSR practice by brand and measures for the quality product through its manufacturing plant for increasing brand awareness and positive marketing for its upcoming product. Direct marketing to sell product through a mailed brochure is another media option that will act as a shopping channel for consumers for the purchase of the product  

Advertising- Product advertisement has a lasting effect with informative and persuasive actions by the user through new product will enhance the existing brands image about service and prompting design features. Advertising creates situational and attributes to stimulate the brand in the FMCG category (Fill, 2019). 

Sponsorship- The large scale affiliation by the organization for promoting the product as co-sponsor for the contest and athletics or organization. This act as alignment with affiliating activities with public image. This will act as the brand in ownership for an energy drink with a personal set up in use.

The marketing strategy will be used as the youth is tech-savvy and the brand as a social media base. The engagement through sports images will create sportsmen's spirit and likability of the product as a source of drink with sports. The presence in commercial centers with the campaign will engage the youth population for product purchases. The nutrient value with informational adverting will product the detail of the quality of drinks to clear perception about energy drinks as harmful (Clow, 2016). 

Sales promotion- Using sale promotion activity for the free standing rack by optimizing use for purchase as an introductory period plan. The sales promotion for marketing products is an incentive for purchase by special offers. Retailers offer additional incentives to engage in sales of the product through non-ordinary measures.

Direct marketing – Through using direct marketing SMS based service can be used for campaigning for the target audience by the data on the internet as per customer preference while browsing to act as a touchpoint for personalized sales (Palmatier, 2018).

Website based marketing- This is a display counter for communication by product and brand marketing through highlight as a primary channel for the audience as the primary channel. They act as general information and voice customer feedback through web visitors in understanding product engagement through ongoing product launch, testimonials, and ratings by the users. An electronic forefront is accessible for customers across the region for visuals and information on the final purchase.

SEO Marketing – SEO boost product sale through brand perception and value derived for the top of the id approach search results for purchase. The competitive market creates search results optimization for customer acquisition and branding for products. Using Content marketing through SEO and web content. The ICT based approach is central to key words optimism in communication. This increase in product reaches and boosts product sales.  

Evaluation of Media Strategy

Newspaper and direct marketing- Newspaper has a channel that has maximum reach. The segment is useful for older demographic and ad space creates message content that has lasting image. The continuity for a communication mix is determined by frequency. Newspaper frequency is central only for new launch but not effective for daily interactions its one-way communication. The kiosk and direct marketing for customers as part of the promotional sale is effective in communicating the results energy drink as a lifestyle product for younger demographics (Blakeman, 2018). 

The likes comment and share on Twitter, Instagram and Facebook has continuity and reach on higher intensity with frequency and duration of message for the top of the mid approach. The platform presence has augmented and predictive technology with ads as display and screen for consumer preference and address their behavior. The flexibility and control of the operation in this media channel is front for push marketing. Contact strategy evaluation is critical in delivering the right message on a large scale. This act as an interactive medium for publishing survey and response in real-time with the target audience with active engagement for marketing product in simulating purchase towards product and consumer's likeability and action based on click per minutes and average reactions (Persuit, 2016).

IMC Plan for Bickford

The marketing strategy aims to achieve reach and effectiveness through a communication plan for message consistency and display (Rossiter, 2018).The reach can be maximized through brand marketing towards energizing today by the campaign on Facebook. Persuasive marketing for consumers to try Bickford s product and switch from current brad requires aggressive promotion on media communications. The company will use niche marketing for positioning the product and specializing as a high-qualitydrink with the market established through its cordial and coffee market. This will increase energy drink market entry for Bickford for it is broaden demographic customer category other than traditional cordial product.

The implementation of the plan will include- Product launch through web event on the website with the video imaging for information. The company will launch sales through offline and online stores simultaneously in Australian cities. The social media campaign will act as Facebook to help the business product for customer engagement and increase operational sale by the promotional offer for fits 3 months   

Positioning – Bickford can position as a premium product with convenience and sociability with the product and transforming through functional attributes of the product as a premium energy drink

Marketing through Facebook – Facebook, as central advertising shares the content with its 200 million users, has the widest reach across all the mediums (Juska, 2017). The product can attract in the pre-launch with the above communication to leverage its presence in the beverage market 

1. Testimonials for product experience – The testimonials entail provides the product experience that acts as credibility and effectiveness of the brand. The message by college-goers will resonate with the young demographic towards energy drinks. 

2. Product appeal through "energizing today" will appeal through product functional benefit and key attribute for an energy drink with the brand value of Bickford attached to it.

Email marketing through reminding products is an easy way to cumulate presence in the minds of consumers with supermarkets such as Sippy as a link to buy nine creates click and purchase marketing for revenue boost to Bickford in the segment. This acts as a promotional offer discount for the first 100 customers. 

Conclusion and Recommendation

Bickford has a strong presence in the Australian Market with its presence in the cordial drink segment. The new product launch will benefit the company through consistency in public relations and social media presence by communicating the brand’s quality in the market. Bickford through its existing communication tools strengthen marketing tools for product effectiveness and upscale. Communication mix shows profitable customer relationship adds value to the company. Consistency of message through online communication, sales promotion, public relations provides the economic effect. Effective marketing through social media entails planning and designing campaigns to integrate the target audience in purchasing the product. Bickford for its energy drink can leverage its online presence in communicating its consistency in quality by diversification in the new product through soil media marketing and website based marketing for reach and product sales for growth in the new category. The product categorization and pricing category should be used for market penetration in the segment for value-based objective to increase market share in the pre-launch period.The integrated communication can be persuasive through online medium and channel partner through product sale expansion by supermarket. The consumer market with differentiated marketing will influence the purchase sales and engagementinfluenced by motivation of consumers towards lifestyle and product attributes by Bickford.

Reference list

Bickford. (2020). about us. Retrieved from https://www.bickfords.net/about-us

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman and Littlefield

Clow, K.E. (2016). Integrated advertising, promotion, and marketing communication. Pearson

CMO.(2020). Bickford's spies scalable product tasting and insights from South Australian app trial. Retrieved from https://www.cmo.com.au/article/671240/bickford-spies-better-product-tasting-customer-insights-from-south-australian-app-trial/

Fill, S., Turnbull, S. (2019).  Marketing communications touchpoints, sharing, and disruptions. Pearson

Juska, M.J. (2017). Integrated Marketing communication: Advertising and promotion in the digital world. Routledge 

Lerbinger, O. (2018).Corporate communication: An international and Management perspective. Wiley    

Palmatier, W.P., Colleen, M.H. (2018).Customer engagement marketing. Palgrave Macmillan 

Persuit, M.J., Christina, L.M. (2016). Integrated marketing communication: Creating spaces for engagement. Lexington books

Rossiter, R.J., Percy, L., Lars, B. (2018). Marketing communications: Objectives, strategy, and tactics. Sage publication  

Facebook. (2020). Salisbury photos. Retrieved from https://www.facebook.com/bickfords/photos/a.10156221161757015/10156494314712015/?type=3&theater

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