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2.0 Introduction
Due to its potential coffee market in Australia, Nescafe had been planning to further its
product market to reach more potential market in order to increase its revenue by precisely
aiming on the target market. Thus the Integrated Marketing Communication (IMC) plan was
being approached by Nescafe in order to analyse the possibility of a successful campaign that
could be held in order to achieve its objectives.
The target audience for this IMC plan are the residents of Sydney, New South Wales where
the target audience mainly comprises of men and women, particularly women of age fifty and
above. Besides, the target audience have a lifestyle of environment friendly and prefer on
products with higher quality over price. They also have a high tendency and frequency of
visiting the grocery shops and supermarket. Lastly, magazines are the highest media
consumed followed by TV commercial and radio.
Besides that, one of the objectives of this IMC plan is to change the perception customers or
potential customers towards the Nescafe by 50% of coffee consumer in Australia over the life
of the campaign which seeks an affective response by attempting to relate the emotions of a
bright and cheerful day to Nescafe together with the cognitive objectives which advertise
Nescafe Instant Coffee ability to combat tiredness and stress. The second IMC objective is to
persuade and change consumer's brand preference to Nescafe that will increase their share in
the market by 15% over the life of the campaign. This IMC objective provides the conative
response by increasing the perceived value of Nescafe through either improving the quality of
the product or reducing the price, such as giving out discounts or other incentives in hopes
that Nescafe could pry some of the customers away from Moconna, its competitor.
product at a cheaper rate as it reduces the level of risk felt by the consumers when purchasing
the product and stimulates more consumers to buy the product as it is cheaper. This sales
promotion can also lead to a good word of mouth which indirectly increases the awareness
for Nescafe Instant Coffee product.
consuming Nescafes products. To emphasize the message strategy, Nescafe Instant Coffee
comes out with a series of IMC plan with the slogan Brighten Up Your Day.
The Indicative Examples of Media Used:
A.Print Media -Magazines
In the print media, Nescafe Instant Coffee is using the relationship between a happy family,
who both working adults drink the products and sharing their joy together. This shows that
even they have to wake up for work early in the morning a quick coffee will help them start
off their day well. The slogan is placed at the upper right of the picture and brand logo is
located at bottom right side. This could let the audience to focus more on the slogan first and
have the deepest impression when focusing the brand as the last sight. Besides that, the print
will be colourful so that it can capture their memory. The print media will use the picture
shown as below:
B.Outdoors
Outdoor trams and buses and 24 sheets poster will be using the same print media so that the
target audience will recognize the print easily whenever they go. Since our main target
market is family. Therefore, 24 sheets poster should be place around the supermarkets so that
target audience will be aware of the Nescafe Instant Coffee advertising.
C.Television Commercials
As for TV commercial, Nescafe Instant Coffee will portray a lifestyle between a happy
family who start off their day with a cheerful and harmony atmosphere at home. Once theyre
at work place, they continue to feel awake after drink the instant coffee to deliver the main
message. The TV commercial will be shown as below:
The TV commercial will start off with a bright sunny day to brighten up the day.
When the both children are asleep, their mother will wake them up for school when its
7.00am.
The mother will then prepare breakfast for the family to show a cheerful and harmony
atmosphere.
Not forgetting the most important thing to start off their day is with a cup of Nescafe Instant
Coffee with strong aromatic smell. Their Nescafe coffee mug is the main attention for this
advertisement.
The husband and wife show each other drink coffee together happily with a joy.
Even during work, the atmosphere shows that surrounding is alive and cheerful because the
coffee keeps them awake.
It will then continue that Nescafe Instant Coffee brightens up their family day even after a
long day of work.
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At the end of the commercial, the products and slogan will be shown in order to capture the
market.
D.Radio
For radio commercial, the following script will be used:
(Sound of Husband ready for breakfast, children sound and noises)
Wife: When is the last time you enjoyed a really good coffee?
Husband: Im not sure. I would love to try the Nescafe Instant Coffee.
Wife: Sure, I will make a glass for you before you start off your day.
(Sound of boiling the instant coffee and coffee has been served)
Husband: The smell of the coffee smells good.
(Drinking sound)
Husband: Wow! This Nescafe Instant Coffee makes me feel energetic. Just a simple quick
coffee I feel awake for the day.
With Nescafe Instant Coffee, It will brighten up your day!
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selected 3 types of different slot for the TV commercial which consists of off peak daily news
section, peak hours dramas and entertainment slot which are the Ten Late News from
Monday to Friday, Desperate Housewives and Australian Idol. The TV commercial will also
be concentrate on the beginning of the campaign from September to December with more
than 1 slot per program that is being chosen. Radio will be airing from Monday to Friday for
the peak hour morning breakfast section and also in the afternoon throughout the whole six
month campaign continuously from July to December with 2 slots per session per day for
peak hour and once slot per session per day for off peak hours. 2 busses and 2 Metro Light
Rail are being hired for the campaign for 3 months during the early-middle campaign period
from August to October and 6 months of continuous 24 sheet poster will be pasted on 60
available sites in Sydney as the outdoor media channel.
5.2 Media Plan
Next, the media plan will be focusing on the media spread and exposure pattern of the
selected media employed by Nescafe. There are three types of schedule pattern which are
continuous, pulsating and fighting (discontinuous) that may exist in a media plan (Dahlen,
Lange & Smith 2010). Based on the excel spreadsheet below, the type of schedule patterns
that are practice by this Nescafe campaign are of continuous and pulsating schedules.
Continuous schedules are referred to as a constant exposure in regular slots throughout a
campaign period while pulsating schedule is the schedule where advertisement consistently
being spread but is being increase in burst around special events or holidays (Pickton &
Broderick). Continuous schedule is being use for radio and outdoor poster in a steady stream
from June to November which provides a higher frequency with constant exposure of the
same regular media slot to create awareness of the target market and the whole market about
the product. However, this type of schedule is accompanied by heavier media expenditures
because of its continuous long term advertisement period (Pickton & Broderick). In contrast,
pulsating schedule is being used where advertisements are placed in several media and is
specifically more in the corner of holidays, in this case, the Christmas in December. The
frequency of the printed magazine is more compare to the previous month and the number of
TV commercial are also higher in each TV program slots to take the advantage of the event
atmosphere and crowd during the season (Clow & Baack 2012).
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The second IMC objective is to persuade and change consumer's brand preference to Nescafe
that will increase their share in the market by 15% over the life of the campaign. To measure
the effectiveness of the IMC program in achieving this objective, cognitive neuroscience can
be used to evaluate it. Cognitive neuroscience is a brain image measuring test that tracks
brain activity used to indicate preference (Clow & Baack 2012). The aim of this IMC
objective is to try and persuade consumers to switch to Nescafe, and cognitive neuroscience
tests can help to measure the effectiveness of the IMC plan by determining consumers of
different brand preference after the campaign.
Advertising tracking research is used to measure the effectiveness of the advertisements used
in the IMC plan (Mehra 2009). It can to measure the recall rate of the IMC campaigns main
creative message which is Brighten Up Your Day. Other than that, sales and response rate
of the Nescafe products will determine whether the IMC campaign has help to increase any
sales, response rate, or redemption rate. In terms of overall IMC program, the best method to
evaluate it is to determine the return on investment of the IMC campaign. The return of
investments can be defined as the incremental of sales from marketing such as the increase of
market share and profitability (Balaghar, Majidazar & Niromand 2012).
7.0 Conclusion
In conclusion, this Nescafe Instant Coffee campaign IMC plan introduces the overall IMC
strategy to be adopted for this 6 months campaign to achieve the overall IMC objectives of
this campaign. Traditional advertising tools which include the printed magazines, television,
radio and outdoor advertising are decided to be adopts as the advertising channels of Nescafe
Instant Coffee to reach its target market in the area of Sydney. Promotional tools will also be
use such as the giving out of samples and value packs will be used to advertise the product to
the market as well. Lastly, the overall estimated media plan will be compromising a total
budget of approximate $ 2.5million which covers all the selected traditional media channels
over a duration of 6 months, starting from July to December 2012.
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