An Integrated Marketing Communication Plan For Brand

An Integrated Marketing Communication Plan for (insert brand name)

Assume the role of either a marketing communications manager within an organisation or a marketing communication consultant hired by an organisation to devise an integrated marketing communication (IMC) campaign for a new brand. You are required to develop an IMC plan for this new product in the market. The IMC plan: (i) Pertains to a new product for a new company. You cannot use an existing product or company. (ii) Be based on one of the three (3) product offerings outlined below. There will be no exceptions! (iii) Pertain to a B2C (business-to-consumer) environment. (iii) Cover a single 12 month period of time. (iv) Have a budget of a maximum RM 1 million. (v) Be confined to one geographic location: Malaysia.

The three product offerings you can select from are: (i) A themed café (ii) Baby food (iii) Energy drinks. The focus of this plan will be on energy drinks.

Paper For Above instruction

This document presents an integrated marketing communication (IMC) plan for Bonash's new energy drink brand, "Mufy," targeting the Malaysian market over a 12-month period with a budget of RM 1 million. The plan aims to establish a strong brand presence, engage consumers effectively, and generate sales through strategic use of various promotional tools aligned with consumer behavior and market trends.

Introduction

The purpose of this IMC plan is to develop a comprehensive strategy for launching "Mufy," a new energy drink brand under the company Bonash, founded in 2017 by Korean and Malaysian entrepreneurs. The product targets Malaysian consumers aged 18-34, a demographic known for high consumption of soft drinks and energy products. Emphasizing health, vitality, and mental alertness, "Mufy" aims to position itself as a premium, energizing beverage that caters to active lifestyles. The plan focuses on deploying tailored promotional activities within Malaysia, utilizing a mix of media to achieve brand awareness, consumer engagement, and ultimately, sales conversion.

Situation Analysis

Internal Analysis

Bonash’s strength lies in its innovative product development and understanding of consumer preferences in Malaysia. "Mufy" benefits from a unique positioning, blending health-conscious ingredients with energy-enhancing properties. However, as a new entrant, it faces weaknesses such as limited brand recognition and competition from established brands like Red Bull and Monster. The company also has resource constraints that necessitate efficient resource allocation.

External Analysis

The energy drink industry in Malaysia is growing rapidly, driven by increasing urbanization, active lifestyles, and a rise in health and wellness trends. Market opportunities include the burgeoning young adult demographic seeking convenient, functional beverages. Threats include intense competition, regulatory challenges, and health concerns related to excessive caffeine intake. Consumer trends show an increasing preference for natural ingredients and functional health benefits, which "Mufy" can leverage to differentiate itself.

Segmentation, Targeting, and Positioning

Potential market segments include:

• Young professionals seeking energy for work and studies
• Fitness enthusiasts who require sustained energy and recovery support
• Students engaged in academic and social activities

Target Market Selection: Based on the analysis, the primary target will be students aged 18-24, who frequently consume energy drinks to enhance alertness during studies and social activities. This segment exhibits high brand loyalty potential and actively seeks functional beverages.

Positioning Strategy: "Mufy" will be positioned as a natural, health-conscious energy booster that supports active and busy lifestyles. The brand emphasizes natural ingredients, mental alertness, and vitality, differentiating itself from traditional sugary energy drinks.

IMC Objectives

• Increase brand awareness among target consumers by 60% within 12 months.
• Achieve a 25% market share in the energy drink category among Malaysian youth within one year.
• Generate at least 100,000 social media engagements (likes, shares, comments) during the campaign.
• Secure distribution in at least 300 retail outlets across Malaysia by the end of the campaign period.
• Create consumer trial through sampling, achieving 50,000 product samples distributed within six months.

Creative Strategy

Tagline: "Energize Naturally, Live Fully"

Brand Associations: Vitality, Natural ingredients, Active lifestyle, Youthful energy

Packaging Design: Modern, vibrant colors reflecting natural elements (green, blue), with clear emphasis on health benefits.

Message Strategy: The communication will focus on "natural energy" and "healthy vitality" using appeals centered on health consciousness, active lifestyles, and mental sharpness. Executional techniques include testimonials from students and fitness influencers, visually vibrant advertisements, and engaging social media content that emphasizes natural ingredients and lifestyle benefits.

Media Selection and Mix

The campaign leverages a mix of mass media and digital platforms to maximize reach and engagement.

• Television Advertising: A 30-second commercial aired on youth-oriented channels during peak hours, costing RM 250,000. Frequency: 8 times/month.
• Radio Campaign: Radio spots on popular youth and fitness stations, costing RM 50,000, with a frequency of 3 times daily.
• Social Media Marketing: Campaigns on Facebook, Instagram, and TikTok, including influencer endorsements and engaging content, budgeted at RM 150,000. Posting frequency: daily updates and influencer collaborations twice weekly.
• Sampling Activities: Distribution in universities, gyms, and high-traffic areas, costing RM 100,000 for logistics and promotional materials.
• Point-of-Purchase (POP) Displays: Placement in retail outlets, costing RM 50,000, with activity peaks during promotional events.

The media schedule initiates pre-launch teaser campaigns, intensifies during the launch phase, and sustains engagement through post-launch activities, with a focus on social media and sampling in the initial months to build consumer trial and awareness.

Campaign Evaluation and Conclusion

Evaluation metrics include tracking brand awareness through surveys, monitoring sales data, social media analytics (engagement rates, reach), and retail distribution figures. A mid-campaign review at six months will assess performance against objectives, adjusting media strategies as needed. Final assessment will compile data on market share growth, brand recognition, and consumer feedback.

The estimated budget breakdown ensures RM 1 million is allocated efficiently across media tools, with ongoing evaluation to optimize ROI. The campaign aims to position "Mufy" as a natural, active-lifestyle endorsed energy drink that appeals to Malaysian youth seeking vitality and health-conscious options.

References

• American Marketing Association. (2020). Integrated Marketing Communication. AMA Publications.
• Bonash Official Website. (2023). About Us. Retrieved from https://bonash.com.my/about
• Energy Drinks Market in Malaysia. (2019). Market Research Future.
• Global Industry Analysts. (2021). Energy Drinks: A Global Strategic Business Report.
• Hassan, S. H., & Tan, S. K. (2020). Consumer Trends in Malaysian Beverages Market. Journal of Business and Retail Management, 11(2), 49-58.
• Lee, J., & Ng, K. (2022). Social Media Marketing Strategies for Youth Engagement. Asian Journal of Marketing, 14(1), 34-45.
• Malaysian Food Regulations. (2021). Ministry of Health Malaysia.
• Smith, P., & Zook, Z. (2016). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Valentine, S., & Powers, T. (2019). Advertising and Promotion: An Integrated Marketing Communications Perspective. Pearson.
• Yusoff, S., & Rahman, N. A. (2021). The Effectiveness of Sample Distribution in Food and Beverage Promotions. International Journal of Business and Management, 16(3), 112-124.