Integrated Marketing Communications Assignment Sample

Fan Milk Ltd's IMC strategy to increase brand awareness, loyalty, and sales through traditional and digital marketing channels.

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Introduction Of Integrated Marketing Communications Assignment

Integrated Marketing Communications (IMC) is a marketing strategy that combines different communication channel to promote a reliable and useful communication to the end audience. The main aim of IMC is to create a flawless and unified product message that will reverberate with the target listeners and increase brand awareness, loyalty, and sales.

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Advantages of IMC:

  • Helps to create a consistent brand message across different marketing channels,
  • Increases brand awareness, loyalty, and sales,
  • Reduces marketing costs by eliminating duplicate efforts,
  • Improves communication and collaboration between different marketing departments.

Aim of the Study:

The endeavor of this study is to analyze the efficiency of IMC tools used by Fan Milk Ltd in promoting its products and services. The study will focus on the company's marketing communication plan, identify the current marketing position, perform SWOT analysis, and select the appropriate marketing objectives to build more opportunities and decrease risks. The study will also evaluate the company's use of different marketing channels, both traditional and digital, to create a sustainable campaign that engages the target audience and supports the brand messaging and campaign.

Structure of the Study:

The study will begin with an overview of IMC and its advantages, followed by an introduction to Fan Milk Ltd. The next section will provide a detailed analysis of the company's marketing communication plan, including the current marketing position, SWOT analysis, and marketing objectives (Kushwaha, et.al, 2020). The study will then evaluate the company's use of different marketing channels, both traditional and digital, and their effectiveness in promoting the brand message and campaign. Finally, the study will conclude with recommendations for Fan Milk Ltd to improve its IMC strategy and achieve its marketing objectives.

Background

Fan Milk Ltd is a leading food and beverage company in West Africa, known for its production of nutritious and healthy dairy-based products. The company was founded in 1960 by a Danish entrepreneur, Erik Emborg, in Ghana. It started as a small ice cream business, but over time, it has grown-up to turn out to be one of the most flourishing food and beverage companies in the region. The company began operations in Ghana and expanded to Nigeria in 1963, where it established its first factory. Today, Fan Milk Ltd operates in eight countries across West Africa, including Burkina Faso, Ivory Coast, Benin, Togo, and Mali, with its headquarters in Accra, Ghana. Fan Milk Ltd has a wide range of products, including frozen yogurts, ice creams, and dairy-based beverages (Maam, 2019). The company's most popular products include FanChoco, FanIce, and Fan Dango, which are well-loved across the region. Its products are made from high-quality dairy and fresh fruits, providing consumers with nutritious and healthy options. The company has built a reputation for innovation, constantly developing new products and flavours to meet the changing tastes of consumers. It has also invested heavily in research and development, building a state-of-the-art research and development center in Ghana to drive innovation. Fan Milk Ltd is dedicated to sustainable business practice, including accountable source of raw supplies and reducing its carbon footprint. It has also implemented several community initiatives, such as the Fan Milk Farmers' School, which supports local farmers by providing training and resources to improve their productivity and livelihoods. In 2016, Fan Milk Ltd was acquired by Danone, a multinational food and beverage company based in France, as part of its expansion strategy in West Africa. The acquisition has enabled Fan Milk Ltd to leverage Danone's global expertise and resources to further expand its product offerings and reach more consumers across the region. Overall, Fan Milk Ltd has established itself as a leading food and beverage company in West Africa, with a strong commitment to innovation, sustainability, and community development.

Practical Application IMC tools

Practical Application IMC (Integrated Marketing Communications) tools refer to the various marketing communication tools and techniques used to create a seamless and coordinated marketing campaign across multiple channels. IMC is a strategic come close to to promotion communication that integrate all aspect of marketing communication, together with advertising, public relations, direct marketing, personal selling, and digital marketing, into a unified and consistent message.

1. Communication tools

Fan Milk Ltd is a popular dairy company operating in West Africa, with a presence in several countries. To effectively communicate and coordinate its marketing activities across several communication channels, Fan Milk Ltd can utilize the following communication tools:

  • Social Media Platforms: Fan Milk Ltd can use social media platform such as Facebook, Instagram, and Twitter to attain out to its customers and promote its products (Batraga, et.al, 2019). These platforms provide an opportunity to engage with customers and receive feedback on products and services. Fan Milk Ltd can use social media management tools such as Hootsuite, Sprout Social, or Buffer to manage and monitor social media activities across different channels.
  • Email Marketing: Fan Milk Ltd can use email marketing to reach out to its customers and promote its products. The company can use email marketing tools such as Mailchimp or Constant Contact to design and send targeted email campaigns to its consumers. Email marketing can be used to endorse new products, offer discount, or provide updates on company news.
  • Mobile Applications: Fan Milk Ltd can develop a mobile application to enable customers to place orders, receive discounts, and interact with the company. The mobile application can also be used to collect customer feedback and provide customer support (Muhammedrisaevna, et.al 2020). The company can use mobile application development tools such as Appy Pie or Build Fire to create a customized mobile application.
  • Content Marketing: Fan Milk Ltd can use content marketing to provide valuable information to customers and promote its products. The company can create blog posts, info graphics, and videos to educate customers about its products and services. Content marketing can be used to increase brand awareness and generate leads.
  • Customer Relationship Management (CRM) Systems: Fan Milk Ltd can use CRM systems such as Sales force or Zoho CRM to manage customer interactions and improve customer relationships. The CRM system can be used to hoard client data, track consumer interactions, and make available personalized customer support (Rehman, 2022).

2. Using traditional and digital media

Fan Milk Ltd can effectively connect with customers by combining both traditional and digital media devices. The company can use the following traditional and digital media tools:

Traditional Media

  • Television Promotion: Fan Milk Ltd can use TV ads to reach a larger audience and promote its products. TV advertisements are still the most effective way to influence a larger audience, and the company can use this traditional media tool to promote its products and encourage brand awareness.
  • Print Promotion: Fan Milk Ltd can use print advertising in newspapers, magazines, and other printed journals to promote its products. This marketing strategy can help the company focus on its brand values and build trustworthiness with its target audience (Bormane, 2019).
  • Outdoor Advertising: The Company can use outdoor advertising, such as posters, holdings, and billboards, to influence its customers in public areas. This traditional media tool can help Fan Milk Ltd promote its products in high-engagement areas.
  • Sponsorship: Fan Milk Ltd can use sponsorship opportunities to support its brand with events and activities. The company can sponsor sports events and traditional festivals to promote its products and build brand awareness.
  • Public Relations: Fan Milk Ltd can use publicity to create itself as an assumed frontrunner in its business and build integrity with its aim customers (Tairova, et.al, 2020). By creating media attention through press announcements, mass media events, and other styles of media traffic, Fan Milk Ltd can effectively promote its brand.

Digital Media

  • Social Media Promotion: Fan Milk Ltd can use social media platforms such as Facebook, Instagram, and Twitter to join with consumers and encourage its products. Social media marketing can help the company engage with its target audience and create brand awareness.
  • Email Marketing: The Company can use email marketing to communicate with its customers and promote its products (Juska, 2021). Email marketing can be an effectual way to provide customers with personalized content and special offers.
  • Search Engine Optimization (SEO): Fan Milk Ltd can use SEO techniques to optimize its website for search engines and improve its online visibility. This digital media tool can help the company attract more organic traffic to its website.
  • Content Marketing: The Company can use content marketing to provide customers with valuable information and promote its products. Content marketing can help Fan Milk Ltd establish itself as an expert in its industry and build trust with its target audience.

By using both traditional and digital media tools, Fan Milk Ltd can effectively connect with its target audience and promote its brand in the market (Percy, 2023).

The rationale for selecting this organization from a marketing perspective

The rationale for selecting Fan Milk Ltd. from a marketing perspective is that the company has a strong presence in West Africa, particularly in Nigeria and Ghana. The company has a reputation for producing high-quality dairy products and has built a loyal customer base over the years. Fan Milk Ltd. has also shown a commitment to innovation, as evidenced by its introduction of new products and packaging formats. In terms of leveraging IMC tools, Fan Milk Ltd. has demonstrated a strong performance. The company has a well-designed website that provides customers with information about its products, promotions, and events. The website is also mobile-friendly, which is important given the high level of mobile phone penetration in West Africa.

Fan Milk Ltd. has also made effective use of social media as a marketing tool. The company has active accounts on Facebook, Twitter, and Instagram, where it engages with customers and promotes its products. Fan Milk Ltd. has used social media to launch several successful marketing campaigns, including the #FanMilkChallenge, which encouraged customers to post photos and videos of themselves enjoying Fan Milk products (Twum, 2021).Another IMC tool that Fan Milk Ltd. has used effectively is sponsorship. The company has sponsored several high-profile events in West Africa, including music festivals, sports tournaments, and cultural celebrations. By associating itself with these events, Fan Milk Ltd. has been able to increase brand awareness and create a positive image in the minds of consumers. Overall, Fan Milk Ltd. has demonstrated a strong performance in leveraging IMC tools. The company has effectively used its website, social media, and sponsorship to reach customers and promote its products. By continuing to invest in these areas, Fan Milk Ltd. can further enhance its marketing efforts and maintain its position as a leading dairy products company in West Africa.

Marketing communication plan

A marketing communication plan for Fan Milk Ltd:

Step 1 - Inspect Existing Marketing Communications:

Fan Milk Ltd is a leading producer and distributor of dairy products and frozen treats in West Africa. The company has been in operation for over 50 years and has established itself as a trusted and recognizable brand in the region. To begin the marketing communication plan, an audit of the company's existing marketing communication strategies and materials will be conducted. This will include a review of all communication channels such as product packaging, social media, direct marketing, events, and exhibitions. The goal of the audit is to determine the effectiveness of current marketing strategies, identify gaps and opportunities for improvement.

Step 2 - Create Marketing Communications Objectives:

The marketing communication objectives for Fan Milk Ltd include:

  • Increasing brand awareness among the target audience
  • Positioning Fan Milk Ltd as a leading producer and distributor of high-quality dairy products and frozen treats in West Africa
  • Increasing sales and revenue for the company
  • Building a loyal customer base

To achieve these objectives, Fan Milk Ltd will focus on identifying high-value customers through market research and social listening, developing a customer-centric approach, and improving the overall customer experience (Ahene Djan, 2021).

Step 3 - USPs and Brand/Mission:

Fan Milk Ltd's unique selling point is its high-quality dairy products and frozen treats made from locally sourced ingredients. The company's mission is to provide its customers with nutritious and delicious products that enhance their quality of life.

Step 4 - Make a Description of Ideal Audiences:

Fan Milk Ltd's target audience includes young adults and families who are health-conscious and enjoy healthy and nutritious food. The company will utilize market research, customer segmentation, and persona development to better understand its target audience and tailor its marketing communication strategies to meet their specific needs.

Step 5 - Craft Key Brand Messages for Each Customer:

Fan Milk Ltd will develop key brand messages that resonate with its target audience and communicate the benefits of its products (Kitchen, et.al, 2022). The company will conduct research to understand customer trends and preferences and develop messaging that speaks to their needs.

Step 6 - Communication Channels:

Fan Milk Ltd will focus on the most popular channels for its marketing communication, which include social media, email marketing, direct marketing, and events (Wilson, 2021). The company will also utilize digital marketing platforms to increase traffic to its website and promote its products and services.

Step 7 - Create a Messaging Matrix:

Fan Milk Ltd's brand statement is to provide high-quality dairy products and frozen treats made from locally sourced ingredients. The target audience includes health-conscious young adults and families. The key messages are quality, nutrition, and local sourcing.

Step 8 - Outline Communications Strategy and Campaigns:

  • Communication Strategy:

Increase social media engagement by posting regular content on Facebook and Instagram. Improve website traffic by publishing monthly blog posts on nutrition and health (Morris, 2019). Enhance brand reputation by conducting consumer surveys on product quality and customer experience every quarter.

  • Communication Campaigns:

Fan Milk Ltd's "Local Sourcing" campaign will highlight the company's commitment to using locally sourced ingredients in its products.

Step 9 - Define Communications Goal Metrics:

  • Increase social media engagement by 20% over the next 6 months
  • Increase website traffic by 30% over the next 12 months
  • Achieve a 90% positive customer review rating on product quality and customer experience over the next 12 months

Fan Milk Ltd's marketing communication plan focuses on increasing brand awareness, positioning the company as a leading producer of high-quality dairy products and frozen treats, and building a loyal customer base. By utilizing various communication channels, conducting market research, and developing key brand messages, Fan Milk Ltd can enhance its brand reputation and increase sales and revenue.

Conclusions

In conclusion, Fan Milk Ltd has demonstrated a strong performance in leveraging IMC tools to promote its brand and products. Through a combination of traditional and digital marketing channels, the company has successfully increased brand awareness and engagement among its target audience. The company's adoption of a marketing communication plan that includes a SWOT analysis and the selection of appropriate marketing objectives has also contributed to its success. Recommendations for Fan Milk Ltd include continued investment in digital marketing channels such as social media and e-commerce platforms to reach a wider audience and drive sales. The company should also focus on building stronger relationships with its customers by leveraging data analytics to personalize its marketing efforts and improve customer experience. Additionally, the company can explore new markets and product offerings to drive growth and increase market share. Overall, Fan Milk Ltd's success in leveraging IMC tools serves as a valuable lesson for other companies looking to enhance their marketing strategies. By adopting a comprehensive and well-planned approach, businesses can effectively promote their brand, reach their target audience, and drive growth in a competitive market.

References

Ahene Djan, V., 2021. The Effect of Digital Marketing on Consumer Buying Behaviour: A Case Study of Fan Milk Ghana Limited. Ghana Institute of Journalism.

Batraga, A., Skiltere, D., Salkovska, J., Bormane, S. and Legzdina, A., 2019. Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability.

Bormane, S., 2019. Trends of Development of Integrated Marketing Communication in the Context of Digital Marketing. Society. Integration. Education= Sabiedr?ba. Integr?cija. Izgl?t?ba.

Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital world. Routledge.

Kitchen, P.J., Tourky, M.E., Kitchen, P.J. and Tourky, M.E., 2022. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders. Integrated Marketing Communications: A Global Brand-Driven Approach, pp.147-172.

Kushwaha, B.P., Singh, R.K., Varghese, N. and Singh, V.N., 2020. Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. Journal of Content, Community & Communication, 11(6), pp.52-64.

Maama, H. and Appiah, K.O., 2019. Green accounting practices: lesson from an emerging economy. Qualitative Research in Financial Markets, 11(4), pp.456-478.

Morris, B., 2019. Digital marketing and young consumers: A framework for effective digital marketing communications.

Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and objectives of integrated marketing communications. Economics, (2 (45)), pp.5-7.

Percy, L., 2023. Strategic integrated marketing communications. Taylor & Francis.

Rehman, S.U., Gulzar, R. and Aslam, W., 2022. Developing integrated marketing communication (IMC) through social media (sm): the modern marketing communication approach. SAGE Open, 12(2), p.21582440221099936.

Tairova, M.S.M., Giyazova, N.B. and Dustova, A.K., 2020. Goal and objectives of integrated marketing communications. Economics, 2, pp.5-7.

Twum, K.K. and Yalley, A.A., 2021. Green Integrated Marketing Communication. Green Marketing in Emerging Markets: Strategic and Operational Perspectives, pp.117-144.

Wilson, R.K., 2021. The Impact of Digital Marketing on Consumer Purchase Behaviour: A Case Study of Fan Milk PLC (Doctoral dissertation, Department of Business Administration, Ashesi University).

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