INTEGRATED MARKETING

COMMUNICATION
ASSIGNMENT 2

GROUP MEMBERS:
HUDA ALI
MUHAMMAD UMAIR
MOHAMMED SANNAN [Date]

ASAD ALI
ARIF HUSSAIN
Integrated marketing communication, the concept in brief:

A concept of marketing communications planning that recognizes the added value of a

comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—
for example, general advertising, direct response, sales promotion, and public relations- and
combine these disciplines to provide clarity, consistency, and maximum communications impact

Stages in IMC Development

Key Features of Integrated Marketing Communication

Profiling the identified target market

o Identify your target market

o Know your target market

Use the relevant media

o Select media that reaches your target audience most widely & directly
o Positivity

Communication synergy

o Using a single voice across all medias

o Reinforces the positioning statement

Build customer relationships

o Build an enduring link between the brand and its customer that bring repeat
purchases
o Developed by creating brand experiences that make positive & lasting
impressions

Influence target market behavior

o Goal of the IMC is to positively influence the behavior of the target audience
o Change the behavior to move the target audience to action – favorable action
o Evaluated ultimately in terms of weather it influences behavior prior to the
purchase of the brand
Types of Marketing Communication

Personal Selling o In person

o Educating
o Introductory Discounts
o Sampling
Advertising o Mass Marketing
o Billboards, newspapers, radio
o Considered non-personal
Sales Promotion o To stimulate immediate sales
o For trades as well as end consuemrs
o Allowances, bulk discounts, samples
etc
Sponsorship Marketing o Sports events
o Cooking shows
o Music shows
Publicity o Non-personal communication
o Not paid by the brand
o Television channels
o Bloggers
Point of sale o Displays
o Posters
o Shelves
Key Characteristics of Marketing Communications Tools

Sales Public Personal Direct

Advertising
Promotion Relations Selling Marketing

Ability to deliver a
Low Low Low High High
personal message

Ability to reach a
High Medium Medium Low Medium
large audience
Communications
Level of interaction Low Low Low High High

Credibility given by
Low Medium High Medium Medium
target audience

Absolute costs High Medium Low High Medium

Cost per contact Low Medium Low High High

Costs
Wastage High Medium High Low Low

Size of Investment High Medium Low High Medium

Ability to target
Medium High Low Medium High
particular audiences

Management's
Control ability to adjust: the
deployment of the
Medium High Low Medium High
tool as
circumstances
change
Communication Strategy-Weetabix

The brand manager for Weetabix, Mr. Tariq Raheem, told us that the big idea developed for
Weetabix was “Make breakfast great again”. The insights behind the idea were that in Pakistan
the breakfast is considered the most important meal of the day. Pakistanis prefer to have heavy
meals, instead of healthy meals. The overall product category is not big, as cereals are not
preferred in the breakfast. However, Weetabix primarily targets the consumers who think that
breakfast is the most important meal of the day, but they don’t have enough time to cook the
food, Weetabix provides the convenient yet healthy breakfast option-the functional aspect of the
brand. However, on the emotional level, Weetabix will be positioned as the necessary morning
meal to have a good day full of energy and achievements.

The above mentioned tools would be utilized, the details of which are described briefly in the
following text.
The primary positioning of the brand will be “Wholesome is Awesome”. The TVC will be based
on the slice of life appeal, with the objective of creating mass awareness and establishing the
basic features of brand in the minds of the consumers. It would show the core target segment of
Weetabix engaged in morning activities, and having Weetabix with a catchy jingle running
behind the scenes and enforcing the health benefits of brand along with the positive role the
brand can play in the lives of its consumers. These ads will be aired on television, radio, and
social media.
On social media, short videos of celebrities will be posted in which they would demonstrate how
they prepare their Weetabix breakfast, what they like about Weetabix and what important the
brand has in their lives. It would be a powerful tool of engaging consumers with a relatively low
cost when compared with television or radio advertising.
The brand management team would also contact the leading bloggers in the health industry to
talk about Weetabix in their circle of influence.
Below the line strategy has two venues, i.e. universities and malls.
In malls, a Sunday brunch will be arranged where the shoppers will be asked to prepare their
own Weetabix brunch with the top-ups, it would be a highly engaging activity carried in the top
end malls of mega cities to target the core target market. Apart from the brunch activity,
Weetabix kiosks will also be placed at malls from where the shoppers could have the Weetabix
dishes. Competitions will be also be held in mall on the basis of fitness, the participants and the
winners would also be rewarded.
In universities, breakfast stalls will be placed and the career consultants would be hired who will
be providing free consultation to condition Weetabix with a successful life.