Integrated Marketing Communication Plan Assignment

i. Executive Summary (sangjik)

1. Introduction (yun)

Integrated marketing communication (IMC) is the way to achieving the goals of a marketing activity, through a well-organized method of different promotional methodologies which are conducted to consolidate each other. According to the American Association of Advertising Agencies, IMC recognizes the merit of a generic plan that appraises the strategic parts of various sales promotion, communication, personal selling, public relations, and communication advertising and amalgamates them to provide transparency, maximum communication effect, and consistency. IMC is important to success regarding the business because its role is indispensable in delivering brand messages to audiences, and making brand recognition among customers at the lowest cost. It also focuses on maintaining a vigorous relationship with customers and saving time which is missed in analyze out the best marketing implements. This report contains the various possible assumptions of the role a marketing communication manager of an organization to think of IMC campaign for a new brand. The product is energy drinks, with the maximum budget of RM 1 million. Business environment focusing is business-to-consumer (B2C) and it will cover 1 year period of time within the geographical location of Malaysia. National Center for Complementary and Integrative Health states that Energy drinks are products that strengthen physical performance, mental alertness and improve energy (2018). Soft drinks are the most famous dietary products consumed between 18 and 34 years old the most, and one-third of teens drink steadily. The company name is Bonash, founded in 2017, by two Korean and two Malaysian businessman. There are two main types of energy drinks. One is “energy shots”  which is sold in a small container of inspissated liquid, and the other kind is sold as the similar size of original soft drinks. Energy shot drinks’ brand name is Buffy and the other soft drinks kind is called Mufy.