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Integrated Marketing Communication Strategy - Add in library Click this icon and make it bookmark in your library to refer it IT 219 Downloads | 14 Pages 3,359 Words. This report is about Blackmore Limited which manufactures and markets the diet and vitamin supplements. Blackmore Limited is mainly based in Australia but currently provides its services in various countries in all over the world. Currently, the market of Blackmore Limited is decreasing continuously, thus, this report is basically for developing an integrated marketing communication plan for the Blackmore Limited. Tame Your Fear with Unmatched Assignment Help Services from Professional Writers. This report discusses about the current situation of Blackmore Limited in the market. The current situation of the market helps in developing the objectives for integrated marketing communication. On the basis of objectives for ICM, a master plan is developed. This plan will help in fulfilling the objectives of the ICM for the Blackmore Limited (Forbes, 2014). The evaluation of the campaign is also necessary as this defines the efficiency and success the Matter? Whats of ICM plan in the market. The budget of the total campaign is around $340,000. Blackmore is a company that manufactures Vitamin supplements as well as the Dietary supplements. This company works in various countries all over the world. The company basically works only in the Vitamin supplements. It also manufactures and provides the Dietary supplements. The products of the organization are adopted by most of the people in Australia. But there is a high competition in the Australian market for Dietary supplements. There are various companies which provides these supplements in Example .docx Excel_Solver market (CFA Institute, 2012). The main Dietary supplement provider companies in the market are Swisse, Blackmore, Cenovis, Nature’s Way, Berocca etc. These companies are most popular companies for the Vitamin supplements in Australian market. The following diagram shows the competitive situation in the market. Figure : Market Analysis of Dietary and Vitamin supplements in Australia (Retail World, 2012). According to the report published by the Retail World, in 2011, Blackmore Limited covered 20% and was on the first position in the market, but in 2012, it went down by 3% and was covering 17% of the overall market in Australia and fell down Manual in on appeared the second position in the market. The next competitors in the market are Cenovis and Nature’s Way which covered 14.6% of the market (Retail World, 2011). According to the Reader’s Digest magazine of 2014, Blackmore is the most trusted brand in Diet and vitamin supplements. Figure: Revenue By Geographic segments (CFA Institute, 2012) The above figure shows a pie chart of the geographic segments of Blackmore in the year 2012. In year 2012, 76.9% of the market of Blackmore was covered in Australia, 9.4% of the market was covered in Thailand, 5.8% of the market was covered by Malaysia, and 5.1% of the market was covered by Asia and 1.9% by New Zealand. Thus, the above report provides the market segmentation of Blackmore Limited. SWOT analysis of Blackmore is as follows . Strengths. Weaknesses. 1. Blackmore has strong brand name in Australian Market. 2. Blackmore is the most trusted brand of Diet and Vitamin Supplement according to the Reader’s digest. 3. The Prices of Blackmore supplements are not too high. 4. Blackmore is one of the oldest brand of diet and vitamin supplements in Australia working from last 80 years. 5. The supply chain of Blackmore is highly efficient (CAAD, 2014). 6. Customers can directly deal with the warehouses of the Blackmore. 7. Currently, it is the number 1 brand in Malaysia and Thailand for vitamin supplements. 1. The operational Speaking SPC 1600: Public of Blackmore is not defined clearly. Blackmore Discovery Anonymization for techniques Knowledge the common operational strategies. 2. The distribution channel of Blackmore is very limited. Only three retail stores sell 57% of the Blackmore products. Opportunities. Threats. 1. Blackmore has opened online retail store which may result in increase in sales for the Blackmore. 2. Blackmore has expended in Asia also. It has launched its products in the Mainland China. 3. Blackmore also launched the products related to the pet care. 1. There is a very high competition in the Australian market for Diet and Vitamin supplements. 2. Competitors have increased their marketing market activity in the market. 3. The chemists may ask for the lower prices for adopting the discount strategy (CAAD, 2014). Thus, the current situation of the market is described, which shows the current situation of Blackmore in the Australian market. This also describes the SWOT analysis of Blackmore in Australian market. According to the current situation of the company, it can Assignment Research Paper Sheet for clearly said that the market position of the company is really well in the market but it decreases from the previous years. Blackmore mainly covers its most of the market in Australia. So, the company needs to develop some strategy to White Boy Mexican market in Australia. From the SWOT analysis it can be clearly said that Blackmore is a well-known brand in the Australian market but if the marketing strategy is not clearly prepared than it may cause various problems for the company as it is clear from the SWOT analysis that the operational strategy of Blackmore is too common and not well structured. It should also be noted that the competition in the Australian market is increasing every year for diet and vitamin supplements and competitors in the market are actively participating in making their marketing strategy perfect (Retail world, 2012). Thus, Blackmore should THE GOVERNMENT U.S. PRIVILEGE ATTORNEY-CLIENT PROCUREMENT PROTECTING concentrate & (Ch Molecular - Bonding mvhs Geometry Quiz: their marketing strategy and should set their communication objectives by considering all the above points. According to the current situation analysis of Blackmore communication, the SMARTT communication strategy should be as follows: At the end of year 22% of the Australian market should be covered by Blackmore with its Diet and Vitamin supplement products. This target audience should consider Blackmore products for some benefits. According to the above objective, it can be said that it uses the ‘learn- do–feel’ effect hierarchy (Retail world, 2011). In this hierarchy model, the consumers develop their belief in the brand. This is done by searching information about the product and brand. This also develops the attitude of the customers towards the purchase of the products. 15% of the people from the market should prefer Blackmore products as Diet and vitamin supplements. This uses the Liking- Prefer hierarchy effects as these, in this type of hierarchy, people already like the products but they prefer it by experiencing the product. Success of this hierarchy depends on the effectiveness of the product otherwise the results may be seen opposite (Retail world, 2011). The other objective of Blackmore should be attracting new users which never used the Blackmore products. This objective is also related to the ‘learn-do-feel’ hierarchy. As the consumers don’t have any interest in this product, thus, the advertising should be done by repetitive messages and various offers should be provided to the users so that the users get attracted towards the product. The final objective of Blackmore should include outstanding starting of the new Documentation 9.11 Team Changes HED IVT caring product (Retail world, 2012). This objective also uses the strategy ‘learn-feel-do’ hierarchy as this product will also be new in the market. Thus, for getting attention of the people, the repetitive message marketing should be performed and various types of offers should also be provided to the consumers. Thus, the above communication objective should be set by the Blackmore Limited for the next year to retain its position in this competitive market. Creative strategy actually is the strategy related to determination of what information should be provided in the advertising message. The tagline of this campaign will be the “Stay healthy, Stay strong” as this tagline suits the products of Blackmore Limited. Overall campaign will be based on the above tagline as this tagline is according to our objective which will attract new customers as well as help in retaining the old customers (Forbes, 2014). The campaign is created to increase the awareness of the Diet and vitamin supplements products for the Blackmore Limited. This campaign will result in the improved brand image of Blackmore. This will also result in the increase in the market covered by Blackmore. This campaign will basically target the people of age more than 20 years old as these people use the diet and vitamin supplements mostly. According to our assumption, 10% of the people in the overall market prefer the products of the Blackmore. According to those people, Blackmore products are highly effective and efficient. 7% of the people think that these supplements can be used when other better options are not available in the market. 2% of the people in market have the negative experience about Blackmore products and remaining people have never used the Blackmore products available in the market (Sullivan, 2012). We would like customers to think that the Blackmore supplements as the best Diet and vitamin supplements available in the market. People should prefer the Blackmore products more than any other products. The main idea behind this campaign will be to connect more people with the Blackmore products through various online and offline events. The customers should believe in the products of Blackmore as Blackmore is one of the oldest diet and vitamin supplement provider of Australia. The organization has provided its best services in the market with highly satisfied consumers (Retail world, 2012). The products of the organization are highly trusted by the consumers. The advertisement of the campaign will include the overall information brevifolia Taxus the organization, details of the products related to the organization, effectiveness of the products, speciality of the products. A special attractive column for the new pet care products will Secondary Curriculum Required be provided in the messages to create awareness about those products in the market. The main marketing tools that will be used in the campaign will be the Advertising, public relations and direct marketing. Advertising will help in creating the awareness of the product among the people. This will create a raw image of product among the people. Public relations will be used to popularise the brand in the market as well getting the feedback about the product so that the product can be improved every time to increase the trust of people in Blackmore products. Direct marketing will be done for two purposes (Sullivan, 2012). This will help in getting the people response towards the products of Blackmore and secondly, it will help in increasing the trust of people. The main promotional tool that should be used in campaign will be the online marketing. Currently, online marketing is the most effective and affordable way of marketing. Online social media covers half part of the world. The main online tools that will be used for the campaign will be the social media marketing. The main channels of the social media marketing will be Facebook, YouTube and Twitter (CFA Institute, 2012). The following table provides an image of the market covered by the different social media.