IMC plan
The following document consists of the IMC plan for Synergade- the new sports drink on the market, designed to use a natural approach to give its target market the energy boost when needed the most. The purpose of an IMC plan is to serve as a blueprint of the complete marketing communications for a brand. It evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. An IMC plan is a part of the marketing plan that involves all promotional and communication aspects. The introduction consists of a brief description of Synergade (the product) and Zafters (the company). The attributes of the products are discussed along with all necessary justifications. A discussion of the strengths, weaknesses, opportunities and threats of Synergade can be found in the SWOT analysis section of the IMC plan. This includes a description of the industry and consumer trends of the sports drink, and also discusses competitors in market. The Segmentation, Targeting and Positioning section describes all potential segments and identifies our selected target market, along with justification. A positioning strategy for Synergade has also been included. The 5 keys features of the IMC, consisting of starting with the customer or prospect, using any form of relevant contact or touch point, speaking with single voice, building relationships and affecting behavior, have been discussed in the IMC objectives section of the plan. Elements from the Promotional Mix have been chosen and discussed along with estimated costs for a 12 month period in the next 3 sections of the plan. These elements include advertising, media plan, sales & promotions, sponsorships, digital marketing, online marketing and traditional media. An evaluation plan will also be discussed in the section following. Finally, a summary of the IMC plan showing the linkage between all objectives and actions for implementation will
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