Unisoy Proposed Imc Plan

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Unisoy Proposed IMC Plan  

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Table of Content 

                                                                        Page Number 

1. Situational Analysis                                                      

1. Brief Overview of Unisoy                                             1
2. List of Assumptions                                              1
3. Potential Competitors                                             2

1. Primary Competitors                                     2
2. Secondary Competitors                                    2

1. Overview of Current Marketing Mix                           3

1. Product                                                      3
2. Price                                                       3
3. Place                                                       4
4. Promotion                                                      4

1. Potential Target Markets                                             5

1. Demographic Segmentation                            5          
2. Psychographic Segmentation                            5
3. Behavioral Segmentation                                    6

1. Objectives and Budgets                                              

1. Communication Objectives                                     6
2. Budget Costing                                                      7

1. Communication and Creative Strategy                            

1. Communication Strategy                                             9

1. Message Strategy                                             9
2. Source Credibility                                             10
3. Channel Factors                                             10

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1. Execution and Appeals                                             11

1. Appeals                                                       11
2. Execution Framework                                     11

1. Draft Communication Materials                                    12

1. Media Plan and Strategy

1. Media Mix                                                               13

1. Advertising                                                      13
2. Promotion                                                      15

1. Media Coverage                                                       16
2. Media Schedule                                                      18

1. Campaign Evaluation                                                      

1. Approach to Measuring Campaign Effectiveness                  20

1. Message Evaluation Technique                           20
2. Online Behavioral Metrics                                    21
3. Behavioral Evaluation                                     21          

1. Appendices                                                               23
2. References                                                               26

1. Situational Analysis

1.1 Brief Overview of Unisoy

Unisoy organic soya milk was created in 2006 by the sole owner, Unifood International Pte Ltd (Unisoy.com, 2008).

The brand has since been the market leader for the Organic Soya Milk Powder category in Singapore, and is seeking to expand its reach to key areas in Asia (Unisoy.com, 2008).

Unisoy organic soya milk aims to deliver the balance of nutrition, taste and value to its consumers by using top grade and non-genetically modified soya beans. Unisoy also seeks to be the brand of choice for all soya milk powder and soy-based product in Asia (Unisoy.com, 2008).