Essays on Integrated Marketing Communication Plan for Refresh Company Case Study

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The paper "Integrated Marketing Communication Plan for Refresh Company" is an outstanding example of a marketing case study. This integrated marketing communication plan explains in details the launch of a new product by Glimmers limited a soft drink company based in Australia known as “ Refresh” a new fresh fruit juice made from organically grown apples. The new product thus Refresh apple fruit juice is unique in a manner that it an organic juice made from apples which are crushed and repackaged within 24 hours. Moreover, the juice is healthy since it has no additives or preservatives.

Refresh apple juice is Glimmers limited company is a soft drink company which stores as well as sells a range of soft drinks as well as other carbonated drinks. With the company’ s mission in mind “ to serve the customer’ s with highly nutritious and delicious healthy drinks” , Glimmers intends to launch this product primarily to take advantage of the growing consumer demands for fresh fruit juices. This marketing communication plan therefore comprehensively covers introduction target market, communication objectives and promotional tools. In addition, it explains in details how the product will be introduced to the market with the help of various promotional displays, advertisement as well as various forms of advertisements and distribution of free samples to the general public and financial institutions.

The marketing communication plan examines in details the Australian fruit juice market through the use of SWOT analysis. In order to penetrate deeper into the market, the study uses both primary and secondary research with the main focus of the survey on the competitors and the customers’ tastes and preferences. The marketing communication plan to outlines findings, conclusions and recommendations. 1.0 Introduction Glimmers Limited Company is one of the leading companies in Australia dealing in a variety of soft drinks as well as carbonated drinks.

This Glimmers Limited Company was established in the year 1999 and it has been in the industry of soft and carbonated drinks for a period of eleven years. The current market size for fruit juice in Australia has doubled over the years with estimated sales of $19.7 billion dollars per year hence it is quite evident that this market contributes to approximately 20% of the total gross domestic product (Matthew, 2005).

The Australian fresh fruit juice market has been experiencing rapid and continuous growth rates of between 20%-40% a year as a result of increased consumer demand (Krishna, 2005). The current growth rates are perceived to a larger extend being attributed by the current increases in product demand as well as shifts in consumer trends. In early 1990’ s most people used soft drinks such as colas but today the value of soft drink industry has decreased sufficiently as well as other carbonated soft drinks with a large percentage proportion of consumers opting for healthier alternatives in the functional drink segment such as energy drinks, smoothies, milk, fresh fruit juice, juice drinks and sport drinks. The current trends in the market have seen many companies shape up their business towards new product development which do not have any negative health impacts on consumers (Matthew, 2005).

Due to the current trends and increased demand for healthier products in the market, Glimmers Limited Company intends to take this advantage by launching a new product in the market which is a fresh fruit juice made from organically grown apples known as “ Refresh” .

The launch of this new product is a result of increased consumer demand for fresh fruit juice (Krishna, 2005) hence the company’ s functional market is expected to show rapid and sustained growth in the future years due to consumer shifts to healthier and more sophisticated products.


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