Market Communication - Integrated Marketing Communication Plan Essay

Market Communication - Integrated Marketing Communication Plan - Essay Example The marketing communication includes communication activities like selling, advertising, promotion of products, direct marketing, publicity, sponsorship, exhibition, packaging, merchandising, e-marketing, and similar other measures that can influence the selling of the product or the service to the ultimate consumers as well as retain the customers (Smith & Taylor, 4). In this regard, a communication process involves certain steps in order to prepare the plan communicating the product or service. The current study considers the product, fruit drink, and tries to focus on the preparation of an integrated marketing communications plan using the different steps of the process. The IMC (Integrated Marketing Communication) Planning Process and Its Application on the Product, Fruit Drink: The integrated marketing communication plan consists of six steps that would be discussed considering the product, fruit drink and its marketing. These steps are essential as they create a connection betw een the buyer and the seller stressing on a long term relationship between them. Step 1: Identification of Target Customers: It can be understood that every product might not be required by every individual. This implies that every product has a particular segment of customers. ... Trying to reach out to each and every customer would create wastage in terms of expenditure as well as time on the part of the organization. Thus considering the fruit drink product, it can be understood that although the product would be healthy and needful for consumers of different ages, yet the younger generation might prefer it more particularly as an intake during their breakfast. Depending on such an understanding and thereby conducting a research, the target customers need to be analyzed. This is the first step that an organization coming up with fruit drink product need to accomplish, primarily focusing on what the product has in extra to provide to its customers and who would need the product. Step 2: SWOT Analysis: SWOT analysis referring to the analysis of the strengths, weaknesses, opportunities and threats of a company is essential for an understanding of the status of the company with respect to other competitors in the industry. The determination of the strengths and weaknesses provide with the company’s internal analysis while the opportunities and the threats represent the external situation for the company (Duncan, 166). Considering the fruit drink product, this step can be associated in the integrated marketing communication plan, since when a new company would try to launch the product, the company would require learning about its own strengths and weaknesses such that it becomes capable of competing against the existing competitors. Also, in order to understand the external threats and opportunities, the company needs to learn about the other players that are existent in the same industry as well about the possibilities of the threats that might arise from new entrants. Thus this forms the second step of the marketing

Aviation Geography - Tourism in Asia-Pacific has had its challenges Essay

Aviation Geography - Tourism in Asia-Pacific has had its challenges but the growth has been significant in the past 15-20 years - Essay Example The country shows high recovery potential from the 2008 decline brought by the great recession. Receiving 6.8million international arrivals in 2012 up from 4.8 million received in 2008, the country has opted for diversification to ensure that it taps the Asian tourism potential better. Looking into the 2007 gross domestic product, tourism contributed 4.5 % of the total GDP. The country has thus focused more of the foreign direct investments on the tourism sector with an investment of over $94.2billion on tourism-related infrastructure. Inbound tourism in Vietnam registered a significant growth in 2013 compared to 2012. The growth has been attributed to the constant efforts by the government of Vietnam towards the administration of tourism. Through these efforts, the government seeks to make Vietnam the preferred tourism destination for international travellers. The Government through this programme undertook an initiative and organized the Da Nang International Fireworks Competition in Da Nang Province. The event was held on a five-day holiday for the country promoting both domestic and international tourism. The rising levels of disposable income among the Vietnamese people and the improving living standards have been credited as a major boost for local tourism in the country. Further, travelling has become more affordable owed to the increased tourism infrastructure, fostering both local and international tourism alike. According to the UNWTO (2015), the country was able to serve 9.6 million local tourists in th e 3months. The country also targets to receive 10-10.5 million visitors from across the globe and places its local tourism expectations to about 47-48million by the year 2020. The revenues from both are also expected to rise to about $18million or $19billion. The Vietnamese people have a rich history and several tourist destination