Marketing Communication and Public Relation
IMC Plan for Orion’s Choco Pie
Lecturer: Ms. Le Minh Hang
Group: Nguyen Minh Ngoc
Tran Huyen Trang
Bui Thi Khanh Ly
Nguyen Thi Minh Thu
Tran Anh Dung
Class: BBUS 13
Date of submission: Jun 1st 2012
Orion is a famous Korean confectionary food corporation and its subsidiary was instituted since 2005 in Vietnam with the production of a wide range of products including Custas, Goute, Fresh Pie… and Choco Pie is still a product that consumed with a big volume in Vietnamese market.
In this plan, we focuses on analyzing the current situation of Choco Pie including examining both its external and internal factors, current target customers. We have found that Choco Pie has certain strengths like strong brand equity, high quality product and more importantly marketing activities are running efficiently which help Choco Pie gain more market share in Vietnamese market. However, there is a problem with ads on magazines which is inefficient so it is not used anymore.
Therefore, in this report we plan to develop a new IMC strategy that will target student customers as an addition to the current target children customers in order to take its strengths, increase profits and promote the image of “Tình” for the company. Hence, we aim to remove inefficiencies and use IMC tools to undertake this strategy. To achieve that, we will use three common tools of IMC including sales promotion, PR and advertising However, advertising will be funded most as it is an easy way to reach Choco Pie ‘s customers. Surely customers will have better awareness, perception about Choco Pie and inevitably sales volume will jump up.
This IMC strategy can be evaluated and controlled by on-going measures of performance through both feedback and changes in the profit related figures. This is to ensure the success that we are all looking forward to.
List of Contents
Chapter 1 Introduction of company
1.3 Company and product performance in recent years
Chapter 2 Situation analysis
2.1 IMC analysis
2.1.1 Internal analysis
2.1.2 External factors
2.2 Market segmentation and target audience
2.2.1 Target market:
2.3 Problem recognition
Chapter 3 IMC Objectives
3.1 Advertising objective:
3.2 Sale objective:
3.3 Communication objective:
Chapter 4 IMC Strategies
4.1 Sales promotion
4.2 Public relations
4.2.3 Fan pages
4.3.1 On TV
4.3.2 On radio
Chapter 5 Action plan
Chapter 6 Budget
Chapter 7 Evaluation and control
List of references
Appendix 1 The price of advertising on Zing News
Appendix 2 The price of advertising on Xone FM VOV3
Introduction of company
Known as the group's largest confectionery manufacturer in Vietnam with 100% capital of Korea, Orion Food Co., Ltd. Vietnam is gradually asserted power to dominate the market, conquered customers with quality products as well as other social activities. Orion's products are distributed in 65 countries around the world. Orion's products (especially CHOCOPIE, CUSTAS, FRESHPIE, GOUTE, SNACK OSTAR, SNACK TOONIES...) is currently producing and trading on the Vietnam market to serve the need in domestic market and export to the South East Asia. Orion set up its local subsidiary in Vietnam in 2005, securing market dominance in the fast-growing Southeast Asian market.
Orion is a strong brand in the manufacturing sector and confectionery business, leading domestic market and export to foreign market.
- With the company’s quality policy and commitment "Customer is the key object in all our activities."
- Orion is dedicated to health and...
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