Integrated marketing approach is a marketing plan that involves creating a uniform interaction between customers and their respective marketing communication that include advertising, public relations, sales promotion, direct marketing and personal selling (Moriarty 2018). Marketing plan’s main objective is to ensure consistency which is key to maintain and attract more customers to advance my superior fruit energized drink investment (Moriarty 2018). I have ensure the funds are injected in the most effective approach that will minimize extra expenses and ensure adequate sell of my new product.
Advertisement is most essential and plays a bigger role in recognition of the new product. The forms of advertisement to be used will include; television and radio (Laurie & Mortimer 2019). On the part television, I will have to select more on the sport airing programs especially football, basketball and rugby sport competitions due the high number of fans watching worldwide. The advert has to involve a one well-known celebrity to elaborate more on the effect of the drink in natural production of instant energy. I will identify the presenter with the most energetic vibrant sound to take over the radio adverts. This will be done once before and after news reading to capture attention of more people.
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Public relations will involve direct contact and communication with the public (Laurie & Mortimer 2019). I will have to organize less expensive game activities like athletics and football competitions where all the participants will be served free energy drinks before and after participation. Simple interviews about the drink and speeches will have to be conducted at the end of these activities. A local celebrity within the same region may have to be available during this event to attract more crowd. Free printed T-shirts will have to be offered with well decorated posters strategically placed at the venue.
Sales promotion will involve both media and physical engagement marketing (Armstrong 2010). This will be done for a specific period of three days during weekends for physical engagements. Sporting events will be highly prioritized especially in colleges and universities. For every two dozen bought one will have to receive an extra one full dozen. A 5% commission will have to be offered for every dozen sold. Promotional t-shirts will be given to any customer that buys more than the six package. Media promotions will involve a free offer of thirty megabytes free internet after viewing the Superior energized drink advert for the first time.
Direct marketing and personal selling will done physically by calling out the community youths for interviews and offering them distribution (Armstrong 2010). The team of youths hired will have to physically engage the people to provide vital promotional information about the drink and at times provide free drinks. Fifteen packages will be distributed among the sellers where every seller will have to sell at least ten six-packages a day. The wholesalers and retailers will have to be supplied with half priced energy drinks for sale.
The social media promotion will mainly base on Facebook, WhatsApp and Instagram. A Facebook account will be created targeting at least a hundred thousand followers. Small interviews and questioning will be conducted about the energy drink where the top three winners will have to be rewarded with smartphones. The internet will also base more on the program ads and adverts linked on the YouTube. A maximum of 10 adverts will be aired daily especially during morning and evening.
References
Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles . Palgrave Macmillan.
Laurie, S. & Mortimer, K. (2019). How to achieve true integration: The impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35 (3/4): 231-252.
Moriarty, S. (2018). Advertising and integrated marketing communication. 2nd Ed. Pearson Education Limited.
