TABLE OF CONTENTS

Introduction ............................................................................................................................................ 3
Logo of the organization .................................................................................................................... 4
Objective of marketing communication plan .................................................................................... 4
Product Name and description .......................................................................................................... 4
Learning Objective 1 ............................................................................................................................... 5
LO-1.1 Evaluate Different types of Marketing channels and how they serve communication
objectives of an organization. ....................................................................................................................... 5
Marketing communication................................................................................................................. 5
LO-1.2 Critically Evaluate how marketing channels of communication are integrated within an
organization to add value and maximize resources. .................................................................................... 8
LO-1.3 Make valid judgements about how marketing channels add value using specific
organizational examples to demonstrate. .................................................................................................... 9
Learning Objective 2 ............................................................................................................................. 10
LO-2.1 Design communication objectives for a given organizational situation. .................................. 10
Following are the advertising objectives of IMC plan .......................................................................... 10
LO-2.2 Provide justifications for the selection and integration of communication channels chosen. 11
LO-2.3 Evaluate the application of communication objectives in relation to the marketing
communications mix and the organizational business objectives. ............................................................ 12
LO-2.4 Create a valid detailed marketing communications plan that appropriately integrates multiple
communication channels and has SMART Objectives and tactics to meet the overall marketing and
business objectives. .................................................................................................................................... 14
Learning Objective 3 ............................................................................................................................. 17
LO-3.1 Create a marketing communication plan that effectively meets communication objectives for
a given organizational situation .................................................................................................................. 17
LO-3.2 Evaluate the marketing communication plan devised for the given organizational situation. 20
Learning Objective 4 ............................................................................................................................. 21
References ............................................................................................................................................ 24
INTRODUCTION

Integrated marketing communications is an important aspect for every business. The term
marketing correspondence can be comprehended as the advertising endeavors put by an association
with the end goal of advancement of their items or administrations in the market (Kitchen, 2010). The
thought process behind utilizing promoting correspondence is to upgrade their execution and improve
the client base of the business by making the clients mindful about the items or administrations. It is a
type of messages or media utilized by the business for speaking with the clients and the potential
clients. This report will be executed by covering the different perspectives identified with incorporated
promoting correspondence and its job in a business. The report will talk about the promoting channels
which the organization utilizes, vital showcasing correspondence plan arranged or built by the business
and an advertising correspondence procedure and the way in which the components of the
correspondence procedure are connected at the worldwide level (Kitchen, 2010).
“Tropicana is one of the world’s leading food and beverage companies comes under PepsiCo, with
over $66 billion in net revenue in 2014 and a global portfolio of diverse and beloved brands” (PepsiCo,
2016). Tropicana has developed a strong marketing mix with a variety of strategies and developments
that promote to what they call performance with a purpose. By establishing products across the world,
understanding the mechanisms of pricing, creating safety procedures in the supply chain process,
integrating marketing communications globally, and promoting products with interactive
advertisements and social media outlets Tropicana will continue to show competitive advantage
amongst other food and beverage businesses.
LOGO OF THE ORGANIZATION

The logo has a name and an orange leave symbolling the fresh fruit. The present logo is of green
color with simply typed the brand name with the leave in the top.

OBJECTIVE OF MARKETING COMMUNICATION PLAN

Tropicana anticipates bringing the product awareness to our target market through its promotional
mix scheduled to start in the beginning of 2018. As the market for the health-consciousness grows, our
new product is expected to increase PepsiCo revenue and market share. As a manager of promotions
and sales for PepsiCo I am aimed to produce an ideal marketing communication mix and develop an

Product Name and Tropicana Coco the new product line by the Tropicana with
description 45% fruit and 10% coconut juice with no artificial sweetener.
The drink contain 40 calories per serving.

Launching Tropicana was scheduled to be launched in early in 2018.

Tropicana is a health fruit juice available is mango, orange,

Specification
strawberry, black grapes and berry flavor.

Target Market The target market for the product will be male and female kids
of age 5 to 16 years.

integrated marketing communications plan to achieve the business objectives of the company.
LEARNING OBJECTIVE 1

LO-1.1 EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY SERVE
COMMUNICATION OBJECTIVES OF AN ORGANIZATION.

MARKETING COMMUNICATION

Marketing communication is a fundamental and complex part of a company’s marketing efforts.

Loosely defined, it can be described as all the messages and media you deploy to communicate with the
market.
Marketing channel of Tropicana evaluation and purpose
There are basically seven types of marketing channels:

Retail; distributing products and services through locations that you own and operate.

Retail Partners; Selling to retailers.

Franchising; distributing through retail locations that you have significant control over but
don't own. For example, a car manufacturer may sell through a network of authorized
dealers who need to meet a variety of conditions to quality.

Direct Marketing; establishing a direct relationship with customers with techniques such
as personal selling or ecommerce.

Wholesale; partnering with wholesale businesses that have their own distribution
networks.

Agents/Brokers; Using agents and brokers to represent you in distributing your product to
wholesalers, retailers or customers.

Value Added Reseller; Distributing products or services to partners that incorporate it into their own
offerings. For example, a bicycle tire manufacturer may sell primarily to bicycle manufacturers.
 Marketing communication includes advertising, direct marketing, branding, packaging, your online
presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances
and more (Kimmel, 2005).
ADVERTISING
Amid our dispatch, in-store notices will be utilized to advance our new Tropicana. The publications
will delineate a mixed organic product drink in our unmistakable Tropicana bottle; crisp natural product
will encompass the container. Every one of our stores has chalkboards that can be refreshed to any new
item or occasion we are right now advancing. Our chalkboards can be changed week by week to center
around one of our super products of the soil added data to our clients with respect to taste, medical
advantages, and the numerous blenders that can be added to alter their drink.
o Tv ad
Marketing also occupies a great space in Tropicana’s success. Everyone remembers
their TV commercials:
“Fruit farmer gives fresh orange juice to a woman who tries to find orange juice on
the supermarket’s shelf”
This commercial offers impression to shopper that Tropicana's juices are always
new. Latest Tropicana's TV commercial which states that "Have a Tropicana Morning" is
exceptionally fruitful and passes on extremely smart message that buyers ought to have
Tropicana squeeze each morning at breakfast (Tropicana Ads and Promotion).
Newspapers, magazines and different advertisements of Tropicana's items contain
similar messages about Heath, Freshness, 100% squeeze and Tastes."

Sponsorship
Another great marketing strategy is the Tropicana's Field stadium from Lahore have football games,
shows and other donning occasions. This giant stadium has entertainment focus, strip mall, sustenance
rope and heaps of Tropicana items offered available to be purchased" (Tropicana Sponsorship).
PERSONAL SELLING
Once our item is accessible in stores (multi week before dispatch) for testing, our accomplices (in-
store workers) will have the capacity to push our item to clients through close to home offering. Our
accomplices can give test Tropicana bottles and present the numerous advantages every super natural
product can offer. We will give enlightening leaflets to our accomplices and have instructional courses of
what we are endeavoring to achieve with our new item. The instructional meetings will likewise give the
essential data to our accomplices to hand-off the health advantages and give individual correspondence
channels straightforwardly to our clients and all potential new clients to our Tropicana Coco. Tests will
offer a verbal stream of promotion that will hopefully pick up the consideration of more non-Tropicana
customers. Since we are utilizing our business power to push the item through the channels to our end
buyer, we will utilize a Push Strategy in our promotion mix (Kitchen, 2010).
Our conveyance is reliable with our goal since it is concentrated appropriation over the Pakistan
keeping in mind the end goal to come to a 5% expansion in customer traffic and 4% increment in deals
by offering a more beneficial drink made with unrivaled products. Our dissemination is predictable with
our product positioning since we are running with makers who give quality products at great costs,
making a "more-for-the-same value position. Ultimately our appropriations is fits well with whatever
remains of the advancement blend by discovering makers that give products that are sound and
advantage the buyer and also give us aggressive evaluating so as to pick up our 5% expansion.
The United States Direct Selling Association (DSA) detailed that in 2000, 55% of grown-up Americans
had eventually acquired merchandise or administrations from an immediate offering delegate and 20%
revealed that they were currently (6%) or had been in the past(14%) an immediate offering agent.
LO-1.2 CRITICALLY EVALUATE HOW MARKETING CHANNELS OF COMMUNICATION ARE
INTEGRATED WITHIN AN ORGANIZATION TO ADD VALUE AND MAXIMIZE RESOURCES.

The distribution procedure utilized for the new Tropicana coco will be a legally
binding vertical promoting framework with an aberrant showcasing channel, where the
Tropicana will be in contract with makers, who convey the essential items and fixings to
Tropicana stores the nation over (Broderick, 2005). To get the sorbet we will experience
Dryer's Ice Cream, for the super organic product we will experience Juice and for the
blenders, including; bananas, strawberries, granola, nutty spread chips, chocolate chips,
destroyed coconut, dried cranberries, we'll use distributer The showcasing procedure
length will comprise of one delegate who is Tropicana (the retailer) and the broadness
will be concentrated circulation.

Intensive
Suppliers of
PepsiCo Retails distribution to
raw products
consumers

Distribution strategy of PepsiCo for the Tropicana

The choice procedure for youthful grown-ups incorporates recognizing or looking, for a place where
they can ponder, mingle, meet with different understudies or companions and drink excellent items.
Settling on a place that can fulfill on whatever number of those need as could reasonably be expected, is
critical and important to join this "third place" into their lives (Broderick, 2005).
Integration of marketing channels communication within an organization
This type of marketing strategy is appropriate and integrated within the organization and in order to
build closer relationships with its suppliers, Tropicana opened a field center in Islamabad. By doing so,
Tropicana aim to work directly with existing and potential producers. The revenue from its company
operated stores accounts for 84% of its total revenue. A high percentage of revenue in company retail
operation explains Tropicana’s strategy to increase its market share in existing market and opening new
company-operated stores where the opportunity exists.

LO-1.3 MAKE VALID JUDGEMENTS ABOUT HOW MARKETING CHANNELS ADD VALUE USING
SPECIFIC ORGANIZATIONAL EXAMPLES TO DEMONSTRATE.

Tropicana has patched up its menu, including a more beneficial choice of drinks for children and
grown-ups. Tropicana is always searching for inventive thoughts, items and encounters that can be
offered to its clients. In any case, Tropicana faces challenges in expanding into different areas, as it is
reliant on the retail. (Broderick, 2005).
Judgements
As per an ongoing survey directed by our promoting group, the buyers are intending to buy more
squeeze from Tropicana over the present quarter, while hoping to decrease shake buy from McDonalds.
While McDonalds remains a strong venture, Tropicana offers an alternate incentive and has a more
noteworthy potential in light of its basic essentials. The organization has demonstrated the malleability
of its business in the course of recent months, while keeping up a solid position to exploit amid the
financial recuperation.

Wholesalers get vast amounts of items from makers, store them, and separate them into cases and
other littler units more helpful for retailers to purchase, a procedure called “breaking bulk.”
“Wholesalers get their name from the fact that they resell goods “whole” to other companies without
transforming the goods”.

Case studies;

On the off chance that you are attempting to stock a little gadgets store, you most likely would
prefer not to buy a truckload of iPods. Rather, you likely need to purchase a littler arrangement of iPods
and also other stock. By means of wholesalers, you can get the collection of items you need in the
amounts you need. A few wholesalers convey an extensive variety of various items. Other convey thin
scopes of items

The Internet telephone benefit Skype and the cell phone creator Nokia made a flat promoting
framework by collaborating to put Skype's administration on Nokia's telephones. Skype trusts it will
achieve another market (cell phone clients) along these lines. What's more, Nokia would like to pitch its
telephones to individuals who get a kick out of the chance to utilize Skype on their (PCs).

LEARNING OBJECTIVE 2

LO-2.1 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANIZATIONAL SITUATION.

Following are the advertising objectives of IMC plan

1. The showcasing objective is to convey attention to the new item, particularly its esteem
and advantages to the chose target advertise, prompting a 5% expansion in client activity and a
4% increment in offers of refreshment drinks in organization possessed retail locations.

2. A new product offering will be executed. Increment inside two years of presenting the
new item.

3. By the second year of presenting the new item, the quantity of exchanges in each store
will quantify the focused on increment in client activity, and the expansion in the income of
refreshment beverages will be estimated by the aggregate deals in each store over the time of
multi year.
LO-2.2 PROVIDES JUSTIFICATIONS FOR THE SELECTION AND INTEGRATION OF COMMUNICATION
CHANNELS CHOSEN.

CHANNEL OBJECTIVES

The distribution procedure utilized for the new Tropicana coco will be a legally binding vertical
promoting framework with an aberrant showcasing channel, where the Tropicana will be in contract
with makers, who convey the essential items and fixings to Tropicana stores the nation over (Broderick,
2005). To get the sorbet we will experience Dryer's Ice Cream, for the super organic product we will
experience Juice and for the blenders, including; bananas, strawberries, granola, nutty spread chips,
chocolate chips, destroyed coconut, dried cranberries, we'll use distributer The showcasing procedure
length will comprise of one delegate who is Tropicana (the retailer) and the broadness will be
concentrated circulation.
Organizations must find strategies to provide an opportunity that presents a detailed product story,
generates emotional connections with consumers, and drive sales of products and services through
direct marketing channels (Hwan & Hoffman, 2015). Some of the ways in which corporations can
promote products and services is to provide demonstrations, descriptions of product features and
benefits, customer testimonials, price and payment options, product comparisons, contact information,
and repeated calls for actions which can sometimes be seen in infomercials. According to Morgan,
Vorhies, and Mason (2009), there are two interrelated areas of marketing capabilities. The first area is
associated with individual marketing mix processes, such as product development and channel
management. The second is capabilities concerned with processes of marketing strategy development
and execution (Luxton, Reid, & Mavondo, 2015).
LO-2.3 EVALUATES THE APPLICATION OF COMMUNICATION OBJECTIVES IN RELATION TO THE
MARKETING COMMUNICATIONS MIX AND THE ORGANIZATIONAL BUSINESS OBJECTIVES.

TOTAL MARKET OBJECTIVES

Our new item was produced with an attention on the necessities of our new and existing clients and
in addition the present patterns portrayed in the situational investigation. For the presentation of this
item be that as it may, specific said fragments will be focused to streamline the ad and the business
advancements. Moreover, the purchasers of our market sections are likely the devoted client base of
Juice and can be focused to wind up the early connectors of "PepsiCo Tropicana" by offering more client
esteem. Our review results show that Tropicana does not offer enough of assortment to the non-
espresso consumers and 20% of them stop at Juice or different foundations to buy non-espresso drinks
before coming to Tropicana to meet their companions or family. Basically, Tropicana has been losing
these clients to different foundations due to not expanding the non-espresso drink line. All the more
essentially, Tropicana can give the one stop comfort where coffee consumers, non- coffee consumers
and wellbeing still, small voice gatherings can appreciate the quality and taste of our new beverage,
while unwinding and making the most of their opportunity with their loved ones at Tropicana. By
focusing on our new fragments of purchasers, Tropicana can recoup from the 3% loss of client
movement detailed in the situational investigation and acquire new clients by contending with Juice and
other smoothie retailers.

PROMOTIONAL OBJECTIVES

Our organization has concentrated on an advertising strategy that identifies with purchasers at an
individual level, on account of this Tropicana has avoided mass promoting and mass media outlets, and
has concentrated on a private correspondence strategy so as to keep up an association with our clients
on an individual level. We will stay away from television plugs, magazine promotions and radio ads, the
main type of advertising/mass media will be our public statement displayed online specifically through
our website and will be issued three months previously our item is propelled. There are a few
correspondence goals that must be satisfied so as to acquire the piece of the pie we are looking for. So
as to ease the stream of our promotion mix we will take after the AIDA Model (Awareness > Knowledge
> Liking > Preference > Conviction > Purchase) (As is Fig). The components decided for our promotion
mix will take after this stream and give a sorted out promotion plan. For our incorporated showcasing
correspondence, we will utilize coordinate promoting, for example, podcast, advertising on Facebook,
twitter, in-store publications/blackboards and conveying messages on account of the nearby network
situated tailing we right now have established.

All around with the goal that everybody can get it however relatively few more established
individuals will since they for the most part incline toward unadulterated water drinks. Tropicana think
about every client as an objective and a potential shopper. All age bunches are being focused on
however the most potential is the age aggregate from 18-25 that spreads around 40% of aggregate age
fragments. Way of life: no way of life focused on however busier and versatile age (youth) are thought
to be the most critical piece of shoppers.
Following are client's Media Habits which Tropicana will consider:
• The youthful target group of onlookers of the brand adores media presentation ·
• Mobile age and internet based life is a piece of everyday life ·
• Connected individuals; they like advancements, they like being amazed.

MARKET RESEARCH OBJECTIVES

To achieve mindfulness our new item to the objective market, we will begin a promotion battle two
weeks previously propelling the new item, giving "mindfulness cards" to individuals. We will probably
accomplish no less than a 5% expansion in client activity and a 4% increment in offers of refreshment
drinks in during that time year in the wake of propelling the new item. We likewise need to increase new
clients from all contenders, particularly help juice. The new item ties in with our showcasing goals, since
we expedited mindfulness the item's esteem and advantages to the particular target showcase (through
advancement, notices, sending email impacts, leaflets, and "making mindfulness cards"). The mixed fruit
juice ties in with our objective market and fulfills the needs and needs superior to contenders since we
will offer one of a kind and super sound mixed beverage with amazing advantages and lower cost.
Creating a substantial marketing mix within businesses is a challenging process. With marketing in
the advancing digital age, organizations must be aware of changing economies, understand the value of
products to consumers, and always use flexible thinking. Some of the ways to support organizational
architecture include product/brand strategies, pricing strategy, supply chain processes, integrated
marketing communications, and promotional strategies. When establishing strategic marketing plans
considerations of demographic characteristics are important to determine where to locate, send, buy, or
sell products and services. Theories, models, and practices that are being used as marketing strategies
should show high results of validity throughout market revenues. Within marketing there is internal and
external environments with big differentiation of control variables. The two categories are known as
micro-environment (controllable variables) vs. macro-environment (uncontrollable variables). Therefore,
when an organization makes a final decision it should be innovative and sustainable with adherence to
changing marketing challenges.

LO-2.4 CREATE A VALID DETAILED MARKETING COMMUNICATIONS PLAN THAT APPROPRIATELY

INTEGRATES MULTIPLE COMMUNICATION CHANNELS AND HAS SMART OBJECTIVES AND TACTICS
TO MEET THE OVERALL MARKETING AND BUSINESS OBJECTIVES.

Tropicana’s major goal is consumer satisfaction and creating awareness, desire of potential
consumers. To achieve our goal, we developed 360-degree communication. Since we are at new
product’s introduction level, we focused repetitive ads, sample giving, and PR activities. Therefore we
need to use much promotion strategy. Although we use traditional promotion methods, we also need to
use new promotion techniques to create Womb effects. Because our marketing research revealed that
family and friends are the most important source of information on brands of teas & cold drinks,
followed by television and print media. We will also do advertising, sales promotion, direct marketing,
buzz marketing, and viral marketing. We will use much promotion therefore our promotion budget will
be very high. Our budgeting strategy is objective and task. Our objective is consumer satisfaction and
high rate of sales therefore we need to make many promotions. Also we start new business and we will
be the introduction level. Therefore we make many PR events, speech and contests.

ADVERTISING

Amid our dispatch, in-store publications will be utilized to advance our new Tropicana. The notices
will portray a mixed natural product savor our unmistakable Tropicana bottles; pure fruit will encompass
the juice bottle. Every one of our stores has blackboards that can be refreshed to any new item or
occasion we are at present advancing. Our writing slates can be changed week by week to center around
one of our super leafy foods added data to our clients in regards to taste, medical advantages, and the
numerous blenders that can be added to alter their beverage.

SALES PROGRAM

Our promotion mix will be incorporated all through the generation of our new item. The sum total
of what components have been made to supplement each other with steady data in regards to the
medical advantages related with the super organic products being utilized in our mixed natural product
drinks. From our public statement to notices, handouts, secret cards and even the data given specifically
by our accomplices (representatives) will have a relentless topic and will fortify the item we are
endeavoring to offer and its advantages.

PUBLIC RELATIONS

Once our objective market has been made mindful of the advantages related with super organic
products the following stage will be to educate purchasers to like our item and incline toward our item
over our rivals.

PERSONAL SELLING

Once our item is accessible in stores (multi week before dispatch) for testing, our accomplices (in-
store representatives) will have the capacity to push our item to clients through close to home offering.
Our accomplices can give test measure Tropicana and present the numerous advantages every super
organic product can offer. We will give enlightening handouts to our accomplices and have instructional
courses of what we are endeavoring to achieve with our new item. The instructional meetings will
likewise give the essential data to our accomplices to hand-off the medical advantages and give
individual correspondence channels specifically to our clients and all potential new clients to our
Tropicana coco.
Additionally, Tropicana participates in responsible marketing through nutrition labeling and
advertising. As a global company with millions of consumers it is extremely important to provide clear
nutrition information that allows dietary decisions to meet individual and family nutritional needs
(Tropicana, 2016). Some key factors of marketing include requirements of users, visualization,
estimation of how many people will use the product/service, locating where and how consumers get
products, promotion to be adopted to sell products, and estimation of the competitor’s position in the
market in terms of quantity produced, price that is set, packaging, and promotion strategy (Hundekar et.
al, 2010). In 2010, Tropicana voluntarily committed to display calorie count and key nutrients on their
packaging (where feasibly to print and where permissible by local regulations) for all products in key
markets (Brazil, Canada, China, Mexico, India, Russia, Saudi Arabia, Turkey, the United Kingdom, the
United States). As of March 2014, PepsiCo achieved over 96 percent compliance with this commitment.
In 2013, the application of the commitment extended to all markets around the world and made the
added global commitment to label calorie/energy front-of-pack in all markets by the end of 2016
(PepsiCo, 2016).
 Furthermore, Tropicana’s global responsibly marketing advertising policies require that
1) Key nutrition information is provided on packaging to support consumers’ informed dietary
decisions,
2) Direct sales to schools that focus on water, juice, milk and low-calorie beverages to support
healthy nutrition habits among students,
3) only products that meet strict science-based nutrition criteria are advertised to any audience
made up of more than 35 percent children under the age of 12 (Tropicana, 2016). Tropicana is an
advocate supporter of parents and caregivers in making appropriate decisions for their children
(Tropicana, 2016).
LEARNING OBJECTIVE 3

LO-3.1 CREATE A MARKETING COMMUNICATION PLAN THAT EFFECTIVELY MEETS

COMMUNICATION OBJECTIVES FOR A GIVEN ORGANIZATIONAL SITUATION

1. PRODUCT

The price of the Tropicana coco will be $3.50 for small and $4.80 for large bottle.

2. SEGMENT

The costs associated with introducing the Tropicana include the fixed cost as well as the
variable cost for producing the products. The fixed cost includes the cost of new equipment,
research & development and marketing.

3. GEOGRAPHY

Now in our promotion mix our objective market has been made mindful and educated of
our new item, the following step will be to influence them to buy our new Tropicana.

4. DISCOUNT

Loyal customer of Tropicana will get loyalty discount on each purchase and after purchasing
7 drinks they will get a free drink.

5. MARKETING BUDGET

The financial plan for our new item was produced utilizing the cost structure portrayed in the
value segment of this report. Our new item has a moderately low generation cost, which
incorporates the expense of crude materials, which means $2.49 per unit. The fixings are sold by
various proportions of units in light of the sorts of fixings and the discount providers that have been
chosen. In view of the formula and the anticipated offer of 200 Blenders for each month, the
Research and Development group built up the amounts of every fixing required to yield 200 units of
16 ounce Blenders. As expressed in the underneath table, the material expense or the variable
expense per one unit of Blenders is $2.49.
Raw Materials Quantit Unit of Quantity Cost Cost Cost
y Measure Used per 16 per Unit to Yield to Yield 1
oz. Blenders 200 Units Unit

Naked Juice 7 Gallon 1/2 cup 12.00 84.00 0.42

Sorbet 7 Gallon 1/2 cup 9.00 63.00 0.32
Bananas 65 Pound 1 banana 0.42 27.30 0.14
Strawberries 25 Quart 1/2 cup 2.50 62.50 0.31
Granola 20 Pound 1/4 cup 1.17 23.40 0.12
Peanut Butter Chips 15 Pound 1/4 cup 2.08 31.20 0.16
Orange pulp 15 Pound 1/4 cup 4.00 60.00 0.30
Dried Cranberries 10 Pound 1/4 cup 6.00 60.00 0.30
Coconut 5 Pound 1/4 cup 9.20 46.00 0.23
Disposable bottles 200 Each 1 0.20 40.00 0.20
Total Variable Cost 497.4 2.49
0
IMPLEMENTATION SCHEDULE
 National Launch – August 20, 2018
 Product Development – 4 Months (Jan 2018 – April 2018)
 National Launch and start promotion – 3 Months (January 2018 – May 2018)
Promotion Mix Schedule
 Advertisement: Facebook, Online (Information), Press Release – 1 Month (December 2018 –
May 2018)
 Coupons (online) and in-store advertising (2 weeks, July 2018)
 The product sampling will be done one week before the launch
 Schedule for distribution – the retail stores will receive the product one week before the launch
 The price would be same as elaborated earlier and discount will also be provided.
 Action Items Beginning Date Endi Responsible Party Cost
ng Date
Branda face November2017 May PepsiCoMarketing 250.0
Suresh 2018 Department 00 $
Tropicana coco May 2018 Corporate Communication 4% of
Foundation Department annual
profit
Sampling April 2018 April Pepsico and Tropicana
Distrubution 2018 CafeMarketing Department
Outdoor ads 15 May 2018 Pepsico CafeMarketing
Department
TV Brodcast 15 May 2018 Tropicana CafeMarketing
Department
Print 15 May 2018 Pepsico Marketing
Department
Marketing April 2018 May CRM Department
Research 2018
Test Marketing 1 May 2018 20 Research Depertment
May
2018
Youtube Contest 2 March 2018 16 Tropicana Marketing
August Department
2018
Smartphone app July 2018 Tropicana Marketing
Department
Direct Marketing July 2018 Pepsico Distrubutors
(fridges near
cashiers)
LO-3.2 EVALUATE THE MARKETING COMMUNICATION PLAN DEVISED FOR THE GIVEN
ORGANIZATIONAL SITUATION.

At Tropicana, they use a variety of tools for IMC that involve brand communication planning,
customer data, execution, and evaluation of the consumer market. Tropicana has established a
complementary food and beverage portfolio that enables the company to provide more choices for
customers, and drive lower costs, productivity enhancements and new capabilities. Products are
available around the world and the portfolio includes 22 brands that each generate more than $1 billion
in estimated annual retail sales (PepsiCo, 2016).
At last, Tropicana is one of the main makers and advertisers of marked natural product juices. With
developments like Tropicana Farmstand, juice that makes them serve of products of the soil serving of
vegetables in each glass, and Trop 50, with 50 percent less sugar and calories, Tropicana has an assorted
bravo portfolio (PepsiCo, 2016). These items are models of brand correspondence arranging that
includes advancing items and administrations that the buyer esteems and trusts which prompt the
fulfillment of needs and needs. By offering an assortment of brands, it empowers greater decent variety
and builds the range of the objective market. Making an assortment of items expands the adequacy of
elevating to shoppers comprehensively over every unique territory of intrigue and will increment money
related execution of the organization.
Tropicana is an excellent example of how a company successfully implements different market
segments to continue growth and development of products and services around the world. The
company has a very clear goal to connect Tropicana’s beverage, snacks and nutrition portfolios, with
today’s hyper-connected, networked users and consumers hungry for meaningful, authentic and
relevant brand experiences across the globe (Tropicana, 2016). The role and mission of design at
PepsiCo involves brand, innovation, corporate, and cultural aspects that leads from front end to
development to consumer experience. This creative process helps identify new opportunities that go
beyond just pure style of products and services. The design process at PepsiCo includes two phases: an
input phase, in which the cross-functional team researches, analyzes and selects relevant insights across
three different worlds (technology, society, and business); and an output phase in which those insights
are transformed in meaningful, viable, and feasible solutions (PepsiCo, 2016).
It is a generalizable fact that children are the future, therefore ensuring and supporting the nutrition
of children establishes a practice of marketing that enhances the chances of survival in the future.
LEARNING OBJECTIVE 4

EVALUTATION IN TERMS OF COMMUNICATION STRATERGY

The communication strategy focuses on using new ways of advertising in Pakistan and launching a
new product in doing so this strategy is a valid one but can be deemed as before time because
traditional communication strategies have not fully left the Pakistani market yet.

EVALUATION IN TERMS OF CHANEEL CHOICE

Only two channels are chosen one is Social Media and the other is Interactive Channel for the
customer in respect to target customers it is a very a good choice as the target is youth in the Pakistani
market which forms majority of the population.

However it should be understood that traditional broadcasting and print channels should not be
ignored completely as it is not necessary that everyone in the youth has access to these modern
channels.

IN TERMS OF CREATIVE CONTENT

Picture From: - www.brandsynario.com

The add above is fully in line with the parent brand’s business objectives as the product is a
refreshing and healthy alternative to existing beverages in Pakistan also the organization is willing to
promote the product only that is why the background scenery is blurred and the brand name is
highlighted it is a smart move to put an artistic picture of lemon and mint to avoid a boring tagline but a
catchy tagline like “Refreshment and Health” or “Fizzy Relaxation” would have made the logo more
appealing for the product as the word in add like “Excitemint” , Enjoymint” and “Amazemint” etc. are
catchy but they can portray the brand is being to localised. (Sachwani, 2018 )

REVIEWING THE PLAN OF COMMINCATIONS

The plan is emphasising the use of new ways of advertising for a new product and is ignoring
traditional ways as the channels mentioned for communication are either YouTube or Face Book the
approach is commendable and is good for an organizations reputation it can market itself as an
organization which is embracing change.

In terms of monitoring it can be said that the company has chosen the right channel for them as
traffic monitoring will be less expensive and less time consuming as well the success of the plan is also
dependent on the traffic as well.

However a little focus on the traditional methods like billboards might just invite older customers as
the traditional methods of advertising are still used in the country regardless and there dream of using
guerrilla marketing is also achievable through this method as well

On the whole it is a plan which can be successful if the content is engaging enough and this plan
provides that opportunity to the content creators as the level of engagement of their content will
ensure traffic generation at a faster pace.

RECOMMENDATIONS FOR IMPROVING THE PLAN

 Do not just focus on new mediums alone try some traditional advertising as well

 Do surveys to know the demands of your target audience before planning

 Make the logo more meaningful rather than attractive

 Go for sponsoring events in the country like Coke-Fest

 Create a backup plan as well in case the plan backfires

 Provide something informative as well because content focused solely on the product can make
it boring for the customers
 CONCLUSTION

The report did cover a lot of material in it from channels of marketing communication to the
planning of marketing communication mix the content in it gives a very good idea that how the
marketing communications can be integrated to achieve success.

Report also focused on the channels and how they are used to add value in detail and went to the
extent of sharing examples of successful integration and told the reader that how this was achieved.

Moving on the report did not just told about the marketing mix of communication but showed its
implementation in an organizational situation in order to set up a practically follow able example for the
reader

Overall the report contains information regarding successful implementation of the marketing
communication process in detail despite the difficulties in data collection and classifying it appropriately.
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