Mkt20021: Integrated Marketing Communications for 100plus Edge

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The poster of this new product is a key factor to attract consumers as consumers will still be more attracted to physical real things, compared to the product seen through the online platform. If the poster is eye-catchy enough to leave a deep impression on the consumers via online platform, the consumers would be interested to check out the product in stores.

Target Audience

The target audience for 100PLUS has been always been athletes, consumers that are doing sports and people that would like to have a refreshing drink after their outdoor activity. Apart from the usual target audience, 100PLUS Edge can broaden their target audiences as it is non-carbonated and lower in sugar.

Geographic

Singapore, Malaysia and other neighbouring South-east Asia’s countries such as Thailand, Indonesia, and Vietnam are the targeted audiences. All of the targeted countries sunny and humid, it is common for the people residing in these countries to feel thirsty after being exposed in the sun for hours. Even when the consumers are not exercising, they can get dehydrated by walking under the sun for a long period of time. Consumers in hot and humid countries are part of the targeted audience, in this case.

Demographic

100PLUS Edge are targeted at both genders, age vary from teenage years to adult years. As it is an isotonic drink, it would not be targeted at the elderly. The income segmentation for this product is ranging around the middle class. It is quite affordable at the price of S$1.20 for a 500ml bottle. 100PLUS are also selling in cans, it usually cost less than a dollar in Singapore.

Psychographic

People who are brand conscious will drink isotonic beverages of a well-known brand. 100PLUS is considered as a well-known brand for many consumers. The level of education is one factor that F&N should look into. With a higher percentage of education, F&N can use advertisement to educate the consumers of the benefits of 100PLUS Edge.

Nowadays, people prefer to lead a healthier life. With the lower in sugar content, 100PLUS Edge is definitely one of the choices for consumers looking for a healthier alternative for isotonic beverages.

100PLUS Edge is lower in sugar and rehydrate better than water, consumers that experience great fluid loss after a round of diarrhea or vomiting. 100PLUS Edge comes in handy to rehydrate and replenish water level quickly. 100PLUS Edge can focus on these groups of audience.

Objectives

The first objective is to build up awareness for the existing customers that 100PLUS Edge is the non-carbonated version of the original 100PLUS and is a newly launched product by giving them an 100PLUS Edge phamplet when they purchase the original product 100PLUS in the first 3 months of the integrated marketing communications campaign. To increase awareness of the new 100PLUS Edge by 20% by end of the third month of distributing the phamplets. Results can be measurable by the monthly sales figures of the product.

Next, creating brand awareness for the target audience to inform them about this new product. This 100PLUS Edge already has an exisiting market, by creating the awareness is for the product to be made known to the consumers. The organization have to deliver the brand message to the consumers through different types of communication channels. The method of delivery will depend on the budget, target audience, etc. The results can be measured by the number of sales figures during the advertising promotional period.

The second objective is to define a fulfilling need for the product and motivate the consumers to purchase. This can be done so by persuading the consumers and highlighting the benefits of puchasing 100PLUS Edge. F&N can further educate consumers by creating commercial that involve tips for nutrition and training. It would portray a very positive image for the company/product to educate consumers on how to take good care of their bodies. When there are more information on the 100PLUS Edge, those consumers that view 100PLUS Edge as just another regular beverage can get to know the benefits of this non-carbonated isotonic drink.

The third objective is to encourage repeat purchases. This is important in the whole integrated marketing communications campaign as sales generate income and so the company can go on. When there are repeated purchases for the product, it proves the product appeal to the target audience. In the long run, it is important that the sales of the product can be sustained. To increase the overall sales of 100PLUS Edge by 30% by February 2016. (3 months prior to the start of the integrated marketing communications campaign).

While trying to focus on new groups of audience, it is also important that F&N remains ethical in their marketing approach. A creditable company will be able to retain customers, boosting customers’ loyalty. While advertisement can show that 100 PLUS Edge can replenish and rehydrate faster than normal drinking water, F&N have to take note not to mislead the consumers that 100PLUS Edge can be a substitute of water. By being responsible and creditable, it will help in shaping the company’s image that F&N is an ethical company. Consumers will be drawn to the positive image and they will be more supportive towards this brand. To make 100PLUS Edge be the preferred beverage for replenishing thirst for consumers in Singapore by Oct 2016. (1 year prior to the start of the integrated marketing communications campaign).

Desired Response

The desired response is for the existing consumers of 100PLUS to gain awareness of 100PLUS Edge and to gain their interest to purchase. To widen the current target audience market of 100PLUS, and for 100PLUS Edge to gain more exposure to more people so as to generate more sales and even profit for the company. (F&N)

Secondly, the desired response for consumers to gain more knowledge about the 100PLUS Edge product, and to further promote to their family and friends through word of mouth. To increase the popularity of the product in South-east Asia, especially in Singapore (main focus).

Lastly, in the long run, 100PLUS Edge be the consumers’ choice and the production of this product to goa long way, be it another 20 years or 30 years.

Recommendations

F&N to start with a series of advertising through social media platforms first followed by the traditional type of advertising via television and environmental