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Table of Contents

Introduction ............................................................................................................................p2

Part 1

I) Product .............................................................................................................p3-4-5

II) Target Audience ................................................................................................p6

III) Communications’ objectives.............................................................................p6

IV) Description of the creative ideas.......................................................................p7

Part 2

I) Public Relations ....................................................................................................p7-8

II) Advertising ...........................................................................................................p9

III) Online marketing ..................................................................................................p9-10

IV) Sales promotion ....................................................................................................p10

V) Sponsorship ..........................................................................................................p11

Part 3

Media plan schedule, budget and analysis.........................................................................p11-14

Conclusion .......................................................................................................................p15

Bibliography ....................................................................................................................p16

Imokilly Cheese Company

Integrated marketing communications:

What is integrated marketing communication? In 1992, the world’s first IMC (Integrated Marketing Communication referred to as the IMC) monograph “Integrated Marketing Communications” in the U.S was published. The authors Stanley Tianna Tangshuerci the (Stanley I. Tannenbaum), Robert Lauterborn (Robert F. Lauterborn) are very well known in the adverting industry. They believe that “integrated marketing communication strategy is a business process; it is to develop, optimize, implement and evaluate coordinated, measurable, persuasive brand communication programs, these aim activities audiences, including consumers, customers, potential customers, internal and external audiences and other targets.” Stanley believes that resources should explore the integration of key “touch points” to learn how to more effectively reach consumers. Means of communication, including: advertising, direct marketing, public relations, packaging, product display, store promotions, the key is “when to use what means of communication.”

(Keane, Dorothy). IMC-Introduction.ppt. p7)

Marketing communication is the use of various media, the dissemination of information to the recipient. This information can be product information, company information or other information. The ultimate goal is to hope that the recipient can receive and respond to information.

Introduction

Imokilly Cheese Company’s Imokilly Regato is a cows' milk hard cheese made in Mogeely, County Cork Ireland. The cheese takes its name from Imokilly, an ancient barony in Ireland, now a region in the east of County Cork.It is made from pasteurized milk by the Imokilly Cheese Company, part of the Dairy gold cooperative, at its Mogeely specialty cheese facility. The cheese was granted Protected Designation of Origin (PDO) status under the European Union law in 1999.

The company now wants to introduce a new product in the dairy market. In fact, the company wants to introduce a low fat dairy based energetic beverage. For the product launch, the company needs a communication campaign.

“A communication campaign is a coherent set of advertising in the same period that promote the same product or service. A communication campaign may include the use of multiple messages, support and media. The different points of the same campaign need to be coordinated and complementary.”www.definitions-marketing.com

PART 1

1/ Product

A low fat dairy based beverage designed to provide energy using specific ingredients associated with improving brain & physical functioning

Products currently on the market

Name Key ingredients or selling points Volume Price

Memoria

American Ginseng and Bacopa extract 50ml €5.17

Brain Toniq

First non caffeinated focus and memory drink 250ml €1.80

Reliv’s 24k Omega 3 fatty acids, reseveratrol, Beta Alanine 60ml Shot

800ml Bottle Shot €1.34

Bottle €35.04

ZUN energy drink plus B vitaminsm natural sugars and caffeine 333mls €2.02

X-Milk

This is our new product called X MILK. Why use an X? The company wants its customers to get the information that before you drink their milk, you cannot imagine what your body will get, so everything is X before you drink it. X also like a man who stands with his arms up.

Why designs like this? The muscle man represents X, also means that our milk can make you become more powerful.

Product Packaging

• Each unit consists of either 6 bottles or 12 bottle packs.

• Each bottle, that holds 100ml of the solution, is made of HDPE (High Density

...

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