IMC PLAN

SITUATION ANALYSIS
1. Background Research:
 A lot of research was made for a product of milk powder.
 30% decline in consumption of milk since 1975.
 Decrease in traditional family size.
 Consumers are concerned that milk is high in calories.
 Only 16% say they are aware of milk’s hair, skin and nail benefits.
 52% said nutrition is important.
 86% said exercise is important to them.
 26.1% said they purchase milk at convenience stores.
 Sales of milk are declining because of more competition in the industry.
 Tea is the new hot button.
 Milk is a commodity, every month we change prices.

2. Strength:
 Demand profile – Absolutely optimistic demand
 Margins- Quite reasonable, even or packed liquid milk.
 Flexibility of Product mix- Tremendous with balancing equipment.
  Availability of raw material- Abundant more than 80% of the milk products are
flowing from the unorganized sector. Which requires proper channelization?
 Technical margins- Professionally trained -technical human resource manpower is
built in our company.

3. Weakness:
 Perishability- The main weakness of our milk product is its perishability. Special
Conditions are required so that our milk cannot get spoiled. Pasteurization has
overcome this weakness partially. Surely many new process will follow to improve
milk quality and for extending its shelf life.
 Lack Of Control Over Yield- Theoretically, there is a little control over the milk
yield. However, increased awareness of developments like embryo transplant,
artificial insemination and properly managed animal husbandry practices coupled
with the higher income to rural milk producers should automatically lead to improve
in milk yield.
 Logistics Of Procurements- Because of bad roads and inadequate transportation
facility make milk procurement problematic. But overall economic improvement in
Pakistan, will lead to the improvement in these logistic problems.
 Problematic Distributions- All is not well with the distribution. There is a need of
emergence of a cold chain linking the producer to refrigerator at the consumers’
home.
 Competition- Now a day’s competition is very hard in every field. Our milk company
may also face competition because of new entrants in the market. Because of huge
competition the market is large is enough for us to carve out their niche market. We
will overcome our competitors if we provide better services to our customer than our
competitors.

4. Opportunities:
Failures is never ending final and success never ending

Value Addition- We will add value to our milk products so that customers would buy
product and will attract towards our product. Our company will add value added products like
flavoured milk powder for a better taste. This will lead to a greater presence and flexibility in
the market place along with opportunities in the field of brand building.

5. Threats:
Determine The Problem Or Opportunities - The situation analysis done in step 1 helps us
to identify problems or opportunities concerning communications. IMC plans can solve
problems like awareness or knowledge, negative attitude, misconception about our product .I
n this case we have to sell our milk product to the customers or have to aware the customers
towards our product.
Determine Communication Objectives - Communication objectives flow marketing
objectives. Our company will use different communication media for increasing the
awareness of our customers towards our product. Like we can use T.V, radio, print media,
hoardings, bill board to aware customers towards our product.
The main objective of our different kind of communication media is same-

 To create awareness of our milk product

 To increase sale of our milk product
 To build a good image of our product in minds of the customers.
 To provide better qualities to our customers.

Determine The Budget - After setting the communication objectives, our company has to
estimate how much we are willing to spend on the promotional activities. The company has
to consider various issues like how much the programme will it cost, how much it can afford
how much competitors are spending.

Our company can make the budget by analysing the sales expense or estimating sales in the
one territory.

The Steps involved in the estimating the budget is as follows.

Product Target - The first step in the analysing the budget is to analyse the target market
that where we have to sell our product and at which region.

Like our company is targeting the women.

KEY STRATEGIC DECISIONS

1. Advertising objectives and standards:
The objectives were to grab the attention of the consumer as the product was strong enough
to fulfill their needs. So the main objective was to make them desirous for this product and
act accordingly. To gain these objectives some of the strategies like excess advertisements
were adopted. Advertisements were made for all sorts of media organizations such as TV,
radio, newspapers and social media. Various campaigns were also run to make people aware
of bone diseases and its solution. The benefits of drinking nutritional milk.

2. Target Audience:
The main targeted audience is women of age between 18-30 years. Due to the body pains
and weaknesses they face and not being physically fit.

3. Brand Position:
This brand holds a strong position in the market as it comes with the aim of good health.
Good nutrition leads to good health. This fact can't be denied by anyone. So, the brand has a
strong position.
4. Brand Image:
The image of the brand is good in the minds of people as it is a worth using product. It has a
positive aim for the consumer so it holds a positive image so far.

5. Budget:
The budget of the product was almost 2 million starting from product manufacturing to
product supply. It included packaging, marketing, advertisements and supply to the markets.

MEDIA STRATEGY
1. Media Objectives:
The use of media had the purpose of reaching out to a massive audience and making them
aware of the product and its specifications.

2. Vehicle selection and budget allocation:

Vehicles were selected for two purposes
1. Advertisements shoots
2. Supply to the markets
For shoots Mercedes, Ferrari and Civic were used and mini trucks for supply. 80 million were
allocated for advertisements and the rest were set for other purposes i.e. packaging etc.

3. Scheduling:
Different timings were scheduled for shoots and other functions. All shoots were done in the
mornings. The schedules were set by creative team, agent team and production team.

MESSAGE STRATEGY
1. Key Consumer Insights:
Consumers are just looking for a product like this which makes the use of milk powder easy
and affordable because you it doesn’t expire quickly as milk and can are stored on different
temperatures.

2. Selling Premise:
The product is out to be sold among people who are at work or want easy and quick making
of tea. The target market it captures is dependent on it highly.
3. Big Idea:
The idea for print and broadcast media is to grab the attention of consumer by inserting a
catchy tag line. The tagline states a fact that none can deny. No one can deny that time saving
and quick to make are very important values for professionals. Because of this fact consumer
will automatically be attracted to the product. For radio attractive voice is a big catch.

OTHER TOOLS
1. Sale Promotion:
Various sale promotion tactics are on the way. The product will be on flat 25% off for first
three months. Collaborations will be made with social media influencers with more than 100k
followers. Also social media handles will be a good advertising platform to show other
people the reviews of the people who used the product.

2. Public Relations:
The Public Relation of the product will be given to PR experts so that it will help gain
consumers and will cause them to be aware of the product.

3. Direct Marketing:
The product had no direct marketing. However, advertising is so high.

4. Personal Selling:
The number of personal selling isn't so high. However, it is done by retailers.

5. Sponsorship, Merchandising, Packaging, Point of Purchase:

The product will sponsor some upcoming events like Easy Tea. The expert teams will also
sponsor some celebrities from drama and film industry. On the other hand, packaging is
simple. It has two colors white and blue. Both colors show health and nourishment. So these
colors are used to make sense. The logo is a hand holding a tea bag which depicts using a tea
bag. The jar contains 400g to make it easy for consumer to carry it anywhere.

6. Integration Strategy:
No integration strategy has been used.
 EVALUATION OF EFFECTIVENESS
Certain evaluations made the company and manufacturers and the team so confident and
proud to say that the product is going to hit the hearts. It is going to be need of everyone.
Everyone would be singing "Drink It to Believe It".