Modern Management

"Hit Your Mark With Matched Messaging" Watch the video below and then respond to the

questions that follow:

Click here for full screen viewability in a new window.

Develop a brief IMC for the company or product you are working on in your assignments.

 First, tell us about your company or product. What is your unique selling proposition? How do

you distinguish your product or company from your competitors?

 Now, think about how to communicate this information using the AIDA principle. Describe

your ad and promotion.

 How would you vary your ad for different media platforms? How would you vary the schedule

to air it for maximum coverage with minimal expense?

Keysan Naturals Company: AIDA Principle

Keysan Naturals, the company under discussion deals with the production and supply of

organic products such as drinks, oil ointments, and herbal medicine. The company runs under the

slogan “go natural for a healthy lifestyle.” Thus the company’s products are aimed towards

promoting a healthy eating habit and lifestyle the reason as to why it ventured in the production

and supply of organic substances both for consumption and application.

However, considering the stiff intra and inter-competition, the company positioned itself

to lead. It is from this leading objecting that the company developed a marketing plan and

differentiation strategy for its product. The marketing plan encompassed the components of

pricing, branding, packaging and integrated marketing communication plan. As a result, the

company took a unique standing point of branding its product in accordance with its mission,

vision, logo and slogan going by the name KEHLIF. The products stood to distinguish packaged

in an olive green and white theme color and sold at $2 slightly lower than that of the company’s

closest competitors.

In the IMC strategy, the company employed various actions plan that ensured the product

and the new brand positioned itself in the market. As a result, the company integrated the use of

social media to advertising as well as sales and promotion. Likewise, while marketing the

product, the company ensured to follow the Attention, Interest, Desire and Action (AIDA)

principle (Jobber et al., 2013).

In the add description, the company focused on the pop-up advertisement, especially on

Facebook and Twitter links. The advertisement would entail three bottles packaged in a theme

olive and white but of different sizes and flavors. The message been conveyed is that KEHLIF

products are favorable for all individuals regardless of ages at pocket-friendly prices.

Attention-I-D-A Principle

The advert will animate the logo. The headline will read, “KEHLIF is offering Solution

to a Healthy Lifestyle." Similarly, as the key in the logo opens, the three bottles in different sizes

will pop out following one after the other in a selected background tune. Hence, the headline and

the animated ad will attract the attention of the audience and ignite their interest.

A-Interest-D-A

To capture the interest of the consumers, the advert will emphasize the organic, quality

and pocket-friendly aspects of the product. The message conveyed will indicate that KEHLIF

products help boost energy, reduce and treat chances of diabetes, high blood pressure, and other

chronic illness. The most captivating aspect will entail in reduction tummy fat, lower level of

cholesterol as well as treatment of ace. Hence, the message will be derived towards attracting

consumers’ across gender and age.

A-I-Desire-Action

The advert tag line, “want a healthy lifestyle, go natural, go for KEHLIF” will arouse the

desire of the consumers. The tagline and especially after been informed on the benefits of buying

KEHLIF product starting with its organic and pocket-friendly nature will instigate the

consumer's desire to purchase and try one of the KEHLIF products.

A-I-D-Action

At the end of the advert, the bottles will swing as if going back with a tagline, "Buy one

today and see the difference." Below each bottle, prices will also be indicated.

In summation, for different media platforms, the headline and tagline will be used to

show the varying of the ad in different media platforms. However, the theme color and the

slogan will stand distinguished. In the case of billboards, only the three bottles different sizes,

flavors and prices indicated below will be graphical. Likewise, the action tagline will be printed

in bold. In addition, the advert will mostly display itself on Facebook and Twitter links.

Likewise, for maximum coverage, the advert will also appear upon opening a healthy related

link, website or web page. In this way, the advert will be able to air for maximum coverage with

minimal expense.

Reference

Jobber, David; Ellis-Chadwick, Fiona (2013). "1, 15." Principles and Practices of Marketing (7

ed.). Maidenhead: McGraw-Hill Education. p. 21, 540.