Integrated Marketing Communications (IMC) is a management concept that is designed to make all facets of marketing communication: - advertising, sales promotion, public relations, and direct marketing – to work together as a unified force rather than as discrete entities. This type of approach may be especially useful with the promotion of NAB, with the complex social and cultural dynamics at work. One new approach would be to advertise Kaliber in a manner that alcoholic beverages have been and are promoted. Thus Kaliber could sponsor motor racing teams, other sports events and those types of activity that are perceived to be very “ masculine” in nature.
The majority of beer-drinkers are still men, and they do that drinking in the very public space of the pub (73% of beer is drunk in pubs) so the image of the drink is of vital importance (Allison, 2003). Such sponsorship of “ masculine” activities should go along with the hiring and development of a new spokesperson who is closer in age to the generation of British people who are about to enter pubs for the first time. Billy Connolly will be 65 this year, so however charismatic he may appear to be, there is a definite age-gap between him and the younger market that Kaliber needs to appeal sustain future sales.
For example, the hiring of a rap/hip-hop artist to extol the virtues of NAB should be undertaken. This could be combined with an overall campaign to suggest the health advantages of limiting alcoholic intake. This would be an aspect of the overall public relations part of the plan that would seek to make all non-alcoholic drinks acceptable to consumers.
Once this occurred all NABs, including Kaliber, would naturally perform better due to the ‘ all ships rise with the tide’ aspect of marketing that has been shown to be true on numerous occasions. Another tactic, although one with a little more risk involved, would be to introduce a “ low-alcohol beer” version of Kaliber. This would provide a filling to the gap in beer products provided by Guinness.
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