The paper "Refresh Organic Fruit Juice by Glimmers Limited - Marketing Communication Plan" is a perfect example of a marketing case study. Refresh Organic Fruit Juice is a new product to be launched by the soft drink company, Glimmers Limited. The following integrated marketing communication plan (IMCP) is designed in anticipation of the new product launching successfully and maintaining sustainability within the organic fruit juice industry. This IMCP encompasses the use of mass media vehicle such as print, television, Internet and mobile marketing as the main tool for marketing.
Promotional events are also expected to be carried out by the company where the company will sponsor seminars and other health events as part of its corporate responsibility. This IMCP outlines the background of the product and the growth of the market for fresh organic fruit juice in Sydney Australia. The target market for this product is health-conscious Australians between the ages of 17-35 (Gen Y). This market has grown and the demand for organic fruits has also grown. The market has grown because of the increased lifestyle change as many individuals are practising healthy living.
This has increased the demand for this healthy drink and thus enlarged the market (Lyons, Lockie & Lawrence, 2000). The strategy to introduce Organic Fruit Juice has incorporated the new trends in technology. As there is a developing trend for the increased usage of mobile phones and the Internet, the strategy has focused on these two mediums as the main tools for the campaign. Print media and Television have already been established as the best tools to use to educate the public about the need for Fresh Organic Juice as well as showcasing the product's commitment to health for the consumers. The promotional events and sponsorship programs will also be used to consolidate the consumers' trust in the product.
Fliers and brochures, as well as coffee cup advertising, will also be considered as supplementary modes that will help to keep the product awareness at a satisfactory level. The paper recommends the use of the Internet and mobile marketing as the main marketing tools and the Television and Print Media as the information outlet where information will first be transmitted through these tools.
Television and Print will also be used to educate the public about the product. 2.0 Introduction This is an integrated marketing communication plan for marketing a new product from Glimmers Limited. The new Refresh Organic Fruit Juice is an organic juice that is expected to cater to the new trend that is emerging. Due to the increased demand for organic produce, Glimmers Limited has decided to introduce a product that will resonate with this new organic trend and become the market leader in the untapped sector of ‘ Organic Fruit Juice’ (Chang, Griffith & Zepeda, 2004). The product is made from freshly crushed organic fruits with no preservatives or additives.
With the current consumer trends indicating the shift to organic fresh fruit according to Chang, Griffith & Zepeda (2004), Glimmers Limited will use this integrated marketing strategy to market Refresh Organic Fruit Juice to the health-conscious consumers demand fresh healthy juices. To effectively market the new product around the country, the company will embark on a marketing strategy involving the internet, the mobile, the print and the television marketing media.
These marketing tools will be able to reach the specified target market more easily and efficiently. It is expected that in the first twelve months from its launch, the product will have established itself in the market, becoming the leading organic fruit juices in the country.
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