A Comprehensive Marketing Communication Plan: Repositioning ABC Company for Success in the UK Market4/1/2022
This research is credited to Ahmad Fuad Al Hattab Context Analysis ABC Company is a manufacturer and retailer of non-alcoholic beverage syrups and concentrates. It offers more than 300 brands in over 100 countries. Last year, ABC saw a decrease in its sales in the UK market. The project is to undertake the rebranding of a primary product line to increase sales. SWOT Analysis Strengths;
Weaknesses;
Opportunities
Threats;
Communication Objectives
Marketing Communication Strategy Target audience The brand should raise its sales in the 15-24 age groups, which form the future consumers. Reaching this age group is essential for the long-term growth of the company. Additionally, the heavy user group of women should be targeted to increase their consumption. The immediate objectives will focus on the 45+ age group effectively since it is a growing market. This group is more numerous than ever, especially after the baby boom period. The objective will also target the 25-34 groups: the most inclined to purchase by "impulse" (Gandhi, 2015). Celebrity Endorsement and Art Sponsorship Applying a pull strategy is essential to appealing to the young group. Art sponsorship will alter the corporate image to make the brand young (Kwon et al., 2016). The company will sponsor a soft-rock singer (Avril Lavigne) to appeal to both boys and girls. It will support her concerts in the United Kingdom and be the only drink found in those concerts. Therefore, ABC's image will be a more fashionable company than previously and a brand that promotes the new rock scene. Sport Events ABC has a good reputation for its sports sponsorship, which it uses to reach a large audience. Numerous individual supporters, leagues, and teams follow sports events. The most followed sports in the United Kingdom are tennis, rugby, and football (Cumming, 2018). ABC will strengthen its advertising campaign before important competitions like a football derby. We will place banners around and inside the stadium, where fans have time to concentrate on the flags. Besides, banners outside the stadium can generate the "impulse buy" for fans waiting to enter the stadium. Targeting Young Adults ABC will adopt a push strategy to appeal to young adults who prefer alcoholic drinks while in pubs with friends (Thrul & Kuntsche 2016). We will develop a joint venture with a whisky brand (J&B) to reach this audience. ABC will also create promotions with bartenders in big cities around the United Kingdom TV and Cinema Advertising ABC will use program sponsorship since young people are more receptive to a TV campaign than adults (Quattrin et al., 2015). Program sponsorship allows the target audience to associate the sponsor with the program besides being a cost-effective medium. Also, ABC will use big cinema complexes to diffuse the new campaign. Cinemas allow easy targeting of the audience according to the film type selected. Press Advertisements ABC will target two audience groups through the press; old and young people. Teenagers read fashion magazines, while older persons read health magazines (Tiggemann & Brown 2018). Therefore, ABC will use specific magazines and journals to reach the respective target groups. This campaign will burst during the summer when people read magazines since it is usually holiday time. The advertising will be colorful with lots of visual effects to attract young people. The picture will be significant, with text representing the brand. Conversely, advertising for older people will be factual and will highlight the brand's advantage over other products in the market. A magazine's last cover page is the most appropriate page for advertisements targeting young people since it is more visual than the other pages. Adverts targeting elderly people will be at the beginning of the journals since most people are likely to read the first advertisement rather than the last one (Tiggemann & Brown 2018). Coordinated Promotional Mix Banners ABC will use banners with the same theme as TV campaigns in March and April intensively since it will be the beginning of the new campaign. Banners will be on buses to ensure numerous people's visibility, mostly students commuting to schools/universities. Others will be on display around stadiums to appeal to fans. Finally, general banners will be in big cities like London to appeal to a large audience. Sports ABC will develop sports sponsorship during the school year due to a lack of sport competition in the summer. We will sponsor football and national rugby teams, comprising banners inside the stadium during special events. Cause-related Marketing ABC will render further support to specific associations to increase the corporate company's awareness. Cause-related marketing is crucial in public relations and will position the company as responsible and ethically sound (Kuo & Rice 2015). ABC will ensure active participation during environmental days by helping clean the country and providing bin bags. Also, we will continue the sports association sponsorship for youth development besides providing training equipment. Sales Promotion ABC will use a buying allowance to increase the average order size from retailers. We will provide coupons to attract new users who might be price sensitive (Išoraitė, 2015). Also, ABC will run a campaign with offers on the bottles to achieve a short-term boost in sales. Online Promotion Some screen savers, games, and downloads will be accessible from the website to stimulate the brand's awareness. This promotion will focus on the image transmitted by the brand rather than the product itself. Young people will talk about the website by developing and offering some nice screensavers and funny games. Scheduling and Implementation Resources Press Budget The press campaign will run for three months, from June to August. ABC will use OK and Hello weekly magazines to appeal to young girls. We will also target older audiences monthly via Readers' Digest and Top Santé magazines. The table below shows other press ads ABC will employ;
TV Budget ABC will sponsor The Top of the Pops and will entail advertising from Thursday to Monday on channel four and BBC 1. Five will perform one diffusion during Sunday's evening movie. A burst campaign will run from June to July, whereas the drip campaign will run till September. The last campaign will be from October to December on Channel 4 and BBC 1 in the evenings.
Cinema Budget A burst cinema campaign will be from June to July and will target one or two films and use the evening séance on Saturday and Friday. The total budget will be 1,800,000 Euros. Posters Budget
Sponsorship Budget
Avril Lavigne sponsorship will have a 1 million Euros budget to cover all her concerts and TV and Radio appearances. The sports sponsorship for football and rugby national teams will cost 1 million Euros for both teams. Cause-related Marketing Budget The associations we will support are environment conservation and support for youth development with a budget of 600,000 Euros. Internet Budget The creation of screen savers and games adapted to ABC brands may require specific expertise; thus, a 500,000 Euros budget will be sufficient. Joint Venture and Sales Promotion Budget
Total Budget The total budget is approximately 14,897,625 Euros but will decrease by obtaining discounts. The cinema price may vary depending on the film. Evaluation and Control Feedback We will use a pre-testing method to evaluate the advertising impact. This method will show unfinished commercials to the target audience to allow refining the commercial to enhance effectiveness (Thabit & Raewf 2018). We will use focus groups, concept testing for unfinished commercials and theatre tests, and dummy vehicles for finished commercials. Also, tracking will show the commercials' awareness level and brand image ratings. It involves interviewing people regularly to gather data on the buyers' insight into the advertisement and the resulting effects. Finally, we will use a likeability test to determine the ads' amiability. We will use retail audits to evaluate the sales promotions through a pre- and post-test investigation of the allocated shelf space and the number of products taken into the retailers' assortment. Also, consumer audits will be the basis for evaluating the redeemable number of coupons. Consumer surveys such as previews will form the basis for sponsorship evaluation (Thabit & Raewf 2018). We will use recall tests to define the impact on the target audience's memory. The management will support a corporate image examination regularly. It will question key stakeholders concerning their perceptions of the organization's essential attributes, evaluate the company's performance in the attributes, and evaluate the performance compared to competitors. References Chowdhury, C. R., Shahnawaz, K., Kumari P, D., Chowdhury, A., Gootveld, M., & Lynch, E. (2019). Highly acidic pH values of carbonated sweet drinks, fruit juices, mineral waters and unregulated fluoride levels in oral care products and drinks in India: a public health concern. Perspectives in public health, 139(4), 186-194. Cumming, S. P. (2018). Biobanding: A New Paradigm for Youth Sports and Training. Gandhi, A., Vajpayee, A., & Gautam, D. (2015). A Study of impulse buying behavior and factors influencing it with reference to beverage products in retail stores. SAMVAD, 8. Išoraitė, M. (2015). Coupons as effective and innovative marketing tool. Entrepreneurship and Sustainability Issues, 3(1), 104. Kuo, A., & Rice, D. H. (2015). The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology, 25(1), 78-88. Kwon, E., Ratneshwar, S., & Kim, E. (2016). Brand image congruence through sponsorship of sporting events: A reinquiry of Gwinner and Eaton (1999). Journal of Advertising, 45(1), 130-138. Quattrin, R., Filiputti, E., & Brusaferro, S. (2015). Health promotion campaigns and mass media: Looking for evidence. Primary Health Care: Open Access, 5(1), 1-7. Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4). Thrul, J., & Kuntsche, E. (2016). Interactions between drinking motives and friends in predicting young adults’ alcohol use. Prevention science, 17(5), 626-635. Tiggemann, M., & Brown, Z. (2018). Labelling fashion magazine advertisements: Effectiveness of different label formats on social comparison and body dissatisfaction. Body image, 25, 97-102.
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