Situational Analysis And Imc Objective Marketing Essay

Situational Analysis And Imc quarry Marketing EssayBy referring to Jacobs website, Jacobs is a marking names which known for feeling and whole repast cookies and their reputation that has already existed over hardly a(prenominal) generations. Jacobs success nates be attri proposeded to the conjunctions steep standards in manufacturing best quality of biscuits, its continuous research and point of intersection development, and its commitment to ensure that its product atomic number 18 suit to the changing of consumer compulsions, taste buds, and modus vivendis.Over the stratums, range of products of Jacobs has grown and changed from a plain fire redneck bonbon to a wide-ranging range of quality balmy and biscuits, including Wh squander meal, Cream Cracker, Low Salt Hi-Fibre, Hi-Cal, Hi-Fibre, and Oatmeal biscuits.Jacob is using some(prenominal)(prenominal) slipway of IMC strategies to come on its products to consumers.AdvertisingReferring to Jacobs website, Jacobs pilot film Cracker in general presss on TV channel much(prenominal) as TV 1, TV 2, TV 3, NTV 7, and 8TV. Jacobs decl atomic number 18 with assorted languages, included Malayan, Chinese, and English. By doing this, we buns say that Jacob is quarrying general convocation of market which atomic number 18 Malay, Chinese, and English.According to Utusan Malaysia website, Jacobs too tell on bracingspaper such as language in Bahasa Utusan Malaysia and Berita Harian. In the newspaper, they atomic number 18 not directly announce their product Jacobs providing such as sweet recipe with Jacob center and educates consumers the correct ways for consumption.Contest CampaignBy referring to the Jacobs website, Jacobs channelised bout at the past with the title Jacobs Ibuku Inspirasiku, the prize represent up to RM 300,000. To join the contest, participants first have to gather any Jacobs redneck product that with the promotion label on the raming, minimum of 10 points fo r ane submission. aft(prenominal) that, participants have to click on Join Now at the website and fill in the details when prompted and key in the codes on Jacobs products postulate to de conditionine the accumulated points.Over the past few years, we loafer distinguish that Jacobs not only advertizing on newspaper and television tho as well as organizing wellnessy campaign such as in year 2010, Jacobs Walk of disembodied spirit and Strong Support for 1Malaysia Sihat.Apart from the 5 km walk, participants also enjoyed of continuing booth activities that designed by co-sponsors such as destitute health check by Selangor State health Department, free b nonp aril health check by Anlene, balloon sculptures, childrens face painting, and childrens inflatable at Kids Fun z star. thither were also supernumerary performances by fashionable local artist, Black and One Nation Emcee entertained the campaign with their music.Due to the sinewy support by muckles in 2010, at tha t placefore in year 2011 Jacobs proceed to organize the event with the title Jacobs Walk of Life 2011, Pledge to healthSocial MediaAccording to the websites of Jacobs, Jacobs is using social media platform, Facebook to carry with their fans or fol wretcheders. New tuition, updates, and sometime Jacobs lead sh be the happiness or pursuanceing news by means of with(predicate) Facebook. This social media platform allowed customers to interact with the lodge and its fashionable now.IMC objectiveStrengthen imageThe main objective of Jacobs is to systema skeletale a strong image of the smirch. In the strong competitive market, trueness of customer is genuinely important in the indus filter out. When there is a strong image, customer ordain have aw atomic number 18ness with and make it as one of the preference. With the mellow recognition of the brand, the chances to step-up loyal customer is also high. outgrowth salesSales are one of the important factor for a play al ong, beca hold the revenue is generate by the sales. E rattling family volition try to archive sales charge to have more pass ons. More profit is deficiencyful in order to run a business.Creative strategyCreative strategy is generally the outcome of a team with one or more copywriters, an art director and a yeasty director. It is to rationalize how the advertize campaign will meet the businesss publicise objective. The outline is get windful by the creative team of an ad agency for the launching of an advertising campaign or message. Creative strategy includes unmatched selling propose and emotional selling proposition both whoremaster determine the advertising messages that ransom to ass earshots in a creative manner.Unique selling PropositionUnique selling proposition normally is a overcritical component of a promotional theme that contributes to the building of an advertising campaign. It states the sure or perceived benefit of a product or advantage and then unalikeiates from its competitors. This would also affect the buyers purchase intention as it freighter give its buyer a logical reason.Jacobs using a grotesque and innovative technique for Jacobs Cream Crackers to remain, the classic cracker brand using the traditional special baking techniques since 1885, to make cracked distant distinctively crispy and the magnetic core is slightly softer textured, with a yeasty kail classic flavor. Jacobs product contain wheat, this is a source rich of nutrient, this makes Jacobs cracker position in a well-grounded food industry.Therefore, Jacobs uses USP to create despotic and unique identity in customers mind. (Belch Belch, 2009)UniquenessJacobs drub cracker make with whole grains. Grains are grasses that produce edible starchy seeds that plenty be processes as a source of nutrients such as carbohydrates, proteins, vitamins, minerals and fiber. According to the JACOBs website, foods such as wheat, rice and oat are considered as cereal grains and these cereal grains are high in carbohydrates that earmark energy for humans perfunctory activities. Therefore, Jacobs cream cracker also considered as sizable cracker which provides 72mg calories per serving. Jacobs Actimix standard, Jacobs cracker is a 92% wheat cereal, low fertile level, no added sugar, coloring, flavoring and preservatives. unharmed grain provides nutrients from all parts of the grain. Whole grain must exist of three parts bran, germ and endosperm. Figure1 below is a graph that cropped from the Jacobs Malaysia website (http//www.jacobs.com.my) that puff up explains the whole grain and its nutrient consistCUsersK3nnyDesktopUntitled.pngFigure1BenefitsJacobs cream crackers mainly consist of 5 ingredients wheat flour, palm oil, salt, sodium hydrogen carbonate and yeast. Wheat is rich in essential nutrients that offer important health benefits to consumers. It is also a inviolable source of energy from carbohydrates. It contains B-vitamins and minerals to help absolve energy from carbohydrates. Besides, wheat also contains protein that supports the body building process magical spell fiber that helps to maintain a florid digestive system. Therefore, by consume Jacobs cream cracker, consumer bottom of the inning lower the risk of getting several inveterate diseases and condition for examples, heart diseases, squeeze outcer, diabetes and gastrointestinal troubles. Furthermore, consuming wheat diet also benefits consumers in terms of boosting immunity, bone health and other wellness goals. So, consort to the nutrient fact of Jacobs cream cracker, it is not more than 6 grams of fat per serving and it is useful in fat-restricted diets.PotentJacobs cream crackers are well known for its richness in nutrients and healthiness. Since 1885 until today, Jacobs using the same special baking techniques, to make crackers outside distinctively crispy and the center is slighter softer, together with the classic yeasty dough f lavor.In Malaysia, Jacobs cracker was fabricate and produced by Kraft fare Malaysia. Kraft was awarded the set up Minister trophy during year 1993 for the quality biscuit standard. This would increase the purchasers confident towards Jacobs cream cracker. throw off FrameworkDifferentiationJacobs cream cracker position itself as effectual cracker which it is made with wheat flours. Therefore, Jacobs cracker place be taken as a source of nutrients such as carbohydrates, proteins, vitamins, minerals and fiber. It also express that Jacobs cracker containing Actimix. The USP allows Jacobs to contrastingiation itself from other competitor with the nutrients and healthy fact. Furthermore, Jacobs in to a lower place the Kraft Food Malaysia, the quality of cracker can be assured. beef upJacobs cream cracker is healthy and nutritious that can provides energy for day-by-day activities. Besides that, Jacobs also come out with more range of crackers. For examples High-iron, Hi-Fiber, Low-Salt, Hi-Calcium and and so on This can fulfill the different needs of nutrients by consumers. Jacobs can emphasise more on nutrients and healthy lifestyle learning to consumers.InformJacobs mainly advertises in television and newspaper. The publicizing is created to build awareness of audience and reader. Besides, Jacobs also having a Facebook Page called Jacobs Malaysia. It is a platform for Jacobs to share development of its products and also let its consumers to share their experience on consuming Jacobs cracker. Moreover, Jacobs also organize special games and activities such as Jacobs Walk of Life. Participants that complete the walk will be assumption a gift bag with Jacobs products. This is also a form of introducing Jacobs cracker and building healthy brand images for Jacobs.PersuadeJacobs underline on the crackers nutrients and healthy facts. Besides, Jacobs cracker contain Actimix is a big(p) cracker that made up of 92% complex carbohydrate and provide consumer s energy to meet the demand of the day. It is also specially formulated to provide low fat per serving, adapted for fat restricted diets. Therefore, Jacobs can modify or concentrate on this point when communicate with audience. Those who maintenance on healthy meal and lifestyle will pull by Jacobs cracker because it is made by wheat and contain a lot nutrients that needed by human being.Media Planning StrategyMedia planning is a serial of decisions that involved the de lie inring of promotional message to train audience. This set a snap to guide the strategy formulation of media such as shell out, soft touch, promotion, public kind and other relevant media strategies. Therefore, media planning and strategy can assist Jacobs in determining the best way to constitute their aim audience. Jacobs media objective is to deliver the information of Jacobs cracker can help consumers to maintain their health and live a healthy lifestyle. So, media strategy will be formulated to secure the media objective set through various media such as syllabus and print.Target Market/ AudienceJacobs focus on psychographic, pot who concern on health issues and insufficiency to live a healthy lifestyle will be targeted. This conclave of battalion highly demands for healthy meal and snacks. Foods that they consume must be rich in nutrients and can benefits for their health. As Jacobs cracker contains rich nutrients, this would best suitable to consume by this group of people.Next, for the demographic separate, there is no restriction for age and gender. No librate male or female kids, teenagers, adults or golden citizens, all of them can consume the Jacobs crackers. Besides, Jacobs cracker is healthy and genuine quality it will be sold at medium price level. Therefore, medium level income group are targeted by Jacobs. In Malaysia, income totality between the ranges from RM2500 RM5000 will be considered as middle income group. This is the group can afford our prod ucts.SchedulingJacobs can schedule its advertising in reaching their consumers through various media. There are 3 pillowcases of scheduling method which are pertinacity, flight and pulsing. pertinacity delegacy advertise evenly throughout the year while flight mean advertise in certain months that contain festival or event. Moreover, pulsing scheduling is the combination of continuity and flight. Since Jacobs cracker can be a daily consume product, it should adopt the continuity scheduling.In continuity scheduling, advertizing is continually maintained to send information and communicate with the target audiences. This is to keep target audiences aware of the brand and product and also shape up product that newly launched. Advertisements that contain promotion, new product or contest will be spread evenly during e precise(prenominal) month. This would require a good amount of calculate to adopt continuity scheduling. dust mediaAfter all the steps, budget consideration is im portant in deciding and underdeveloped media strategy for various media. First of all, broadcast media will be the special media for advertising Jacobs cracker. For Television advertising, TV channels such as uncovering Home and Health (channel 733), Asian Food Channel (channel 703), Food meshwork Asia HD (channel 727), TV 3, NTV7, 8TV and ASTRO would best to display Jacobs ad. It would spend a large amount to advertise in TV channels during prime time which means from 6 to 9 evening. Advertising on this time is sound in reaching target audiences because people normally will stay together with family for dinner and intimately of the people will have television switched on during their dinner time. Furthermore, the current TVC is using a family concept with caring to promote the Jacobs cracker. This does not contain much creative thinking because current and previous TVC also using the same concept. To avoid boredom of TVC, it should be more creative situation and ways to be a pply in future new TVC.Besides TVC, Jacobs also can use receiving set to advertise. Healthy people unremarkably elicit up early, so the suggested line time will be in the first light. Also, working group need breakfast for kickoff their day. Therefore, advertise during the daybreak session is more likely to be an stiff way.Print mediaNext, print media such as clips, newspaper also other media for Jacobs publicizing placement. Health issue link up mags such as Health Fitness Enthusiast magazine will the best to place Jacobs cracker ad. Normally health certified group and healthy lifestyle maintainers will keep themselves update by purchasing health magazines. They concern on health issues, therefore the presence of Jacobs ad can easily sop up their aid.News cover such as Sin Chew, The Star and Utusan Malaysia with different languages Chinese, English and Malay respectively are also suitable to place in Jacobs cracker advertisement. This is because newspapers are als o an effective ways to reach different races of target audiences.Sales PromotionsJacobs can do promotion with different promotion techniques to attract purchasers. One of the promotion techniques will be pack 2 or more Jacobs cream cracker pack together to create a value pack and sell at a price. This value pack price normally is lower price than buy separately. Therefore, such promotion can attract and influence target audiences purchase intention. Moreover, Jacobs can increase the normal packing flock. For example, enlarge the packing volume from 800g to 850g, additional 50g added. This can considered as bonus packing that offer extra crackers but charged at normal price.Public Relation PublicityJacobs can organize campaigns and events or roadshow to communicate with the public. Information of product or alliance can be delivered during the events. Besides, Jacobs can allocate a budget for sponsorship of events, for examples expo and contests. Jacobs will be able to create bra nd awareness and high exposure by placing banners rough the sponsor events venue.former(a)sBillboard advertising usually is a large outdoor advertising structure, normally appoint along the side of highway, for example PLUS highway. Billboard advertising is designed to impound audiences attention and create impression in their mind, leaving them think close to the advertisement (Belch Belch, 2009).Transits advertising normally use in the cities with high volume of public transport such as buses and trains. Jacobs can print the advertisement on the public transports so that when the public transport move around in the city, it can grab citizens attention and create brand awareness.Online advertising is a form of promotion that uses Internet to deliver marketing messages in attracting customers. For example, Jacobs can use banner ads for advertise Jacobs cracker. Banner ads can be placed in health related blogs, websites and forums. Social net profit advertising is also another example. So, Jacobs can advertise in the Facebook social earnings platform. Although Jacobs Malaysia Facebook page exists, it does not seem to have frequent health related information sharing about Jacobs product. As a result, Jacobs should improve from this aspect.Broadcast Media StrategyBroadcast media is one of the important advertising strategies a company can use to create awareness, increase product or brand image. Jacobs can use broadcast media to reach the mass market since broadcast media is the most effective channel to achieve that we are subject to different broadcast media in either day. Jacobs superior cracker is positioning as a healthy biscuit which is targeted on the healthy assured people. Thus, they can create broadcast advertisements which are based on healthy conscious concept. Although they are already doing this currently, it should be continued, repeat it again and makes further improvements so that the target audiences are reinforced by this important m essage heavily. By reinforcing the message to the target audiences, the product image will be stronger.Jacobs fender cracker is a consumer good. To effectively advertise it to the right target audiences, broadcast medias which are able to reach the mass market should be utilized heavily since the product is a consumer good and the target market is very wide, the healthy conscious people. There are two types of broadcast media Jacobs should use to advertise their product, television and tuner.TelevisionAs mentioned in the earlier part, Jacobs is advertising their product through different television channels such as TV1, TV2, TV3, NTV7 and 8TV. This is actually a good effort to advertise the product and reach the target audiences. Utilization of television for advertising of Jacobs reliable cracker should be continued and make further improvements.Television allows the advertiser to create advertisement which is creative and high impact which is able to send the accurate messages well. Jacobs need this ability of television because concept of Jacobs original cracker which is the healthy biscuit is a vital message that should be sent to the target audiences accurately and effective. Jacobs has to utilize this ability of television to educate their target audiences well. To achieve that, a creative advertisement which includes the unique selling propositions and emotional selling propositions of Jacobs original cracker should be created with a suitable, attractive storyline.Furthermore, the advantage of coverage and exist effectiveness by television is another reason it should be used for Jacobs advertisement. As we know Jacobs original cracker is considered a consumer good and it should be advertised to the mass market, television can help Jacobs to achieve this very well. This is because all(prenominal)one is exposed to television daily. Regardless of age, sex, income, education level, everyone at least watches some television.Moreover, advertising throug h television is able to capture the attention of the target audiences. Without making special efforts to avoid commercials, most of us are exposed to thousands of commercial in television each year. This indicates that television has a very high possibility to capture a very high people of people which includes the target audiences of Jacobs. This captivity is actually what Jacobs need because they need the attention of the target audiences before the correct messages can be educated.Although there are some criticisms on television, saying that television is not a good medium which is able to reach the precise target audiences. Fortunately, Jacobs can smooth use television to advertise their product. This is because one of the television companies in Malaysia, ASTRO offers different channels based on different interest. In case of Jacobs, there are channels like Discovery Home and Health(Channel 733), Asian Food Channel(Channel 703), Food Network Asia HD(Channel 727) which are sui table for Jacobs to advertise since the target audiences can be identified. Audiences who watch the channels mentioned would be a healthy conscious consumer and these audiences are exactly the target audiences of Jacobs.On the other hand, Jacobs should use web advertising for broadcast media to fully utilize the budgets. Network advertising is the most appropriate one for Jacobs. Although the budget would be higher than the spot advertising, network advertising provides Jacobs a few advantages. The purchase process of the airtime is simple for network advertising. Jacobs is dealing with only one party when come to the purchasing of airtime. Besides, audiences who watch the networks which are suitable for Jacobs such as Discovery Home and Health share the same interest, which is to seek a healthy lifestyle. Thus, when Jacobs advertise through the entire network, the target audiences can be reached in a higher chance.In terms of buying airtime method, participation should be chosen as a strategy of Jacobs. As mentioned earlier, Jacobs original cracker is a type of consumer goods which is to be advertised to the mass market. By participations through buying different commercial time, the advertisement of Jacobs can reach more audiences this is what actually Jacobs need. Other than that, the expenditures of advertising can be controlled since there is no long term commitment to any program Jacobs is considered only participate in sponsorship of the programs.In selecting the time bounds for the advertisement, Jacobs should choose the prime time, 8pm to 11pm or morning time segment, 7am to 9am. Prime time is the time segment which is the most popular time period where most people watches television. Thus, for a consumer product like Jacobs original cracker, it should be advertisement in this time segment to have a great reach of the target audiences. On the other hand, morning time segment can be chosen too. This is because most healthy conscious people who are the target audiences of Jacobs wake up early in every day. This can reach the target audiences effectively and efficiently.RadioJacobs seldom advertise their product through the piano tuner. Radio is actually another good media which can be used since it is able to reach the mass market too. Jacobs should go away advertising more through radio as it can be used as an alternative medium instead of television.Radio is good in advertising because it can achieve the goal of most companies who are advertising their product, cost and efficiency. Cost for advertising through radio is low radio commercials are inexpensive to produce and the cost for airtime in radio is also low. This is absolutely a great reason for any company including Jacobs to advertise. Other than that, low cost of advertising through radio in turn increases the efficiency. More reaches of the audiences and frequency of advertisement can be obtained since cost is lower down. Jacobs need this strategy to reach as much target audiences as possible.In addition, radio find outers are emotionally stick by to the radio stations they listen frequently. In other words, they have a special, unique relationship with their preferred radio stations. Thus, advertise through radio is a good way to influence the thinking of the audiences. Since there is an emotional bond between the radio listeners and radio stations, advertisements appeared in the radio stations are easily accepted by these radio listeners. Jacobs should utilize this ability of radio to educate the target audiences about the concept of Jacobs original cracker, which is a healthy biscuit.Flexibility of radio for advertising is an ideal advantage for every company who indispensablenesss to advertise including Jacobs. This ability is also unique as other media are not as flexible as radio. Messages can be easily adjusted any time before it goes out on air to suit the market conditions and situations. Other than that, another advantage which can be obtained through advertising on radio is mental imagery. The elements of the commercial on radio are only the jingle and the voice of the speaker. Although this is limiting the creativeness of the advertisement, this allows the listeners to imagine about the product advertised. For instance, Jacobs advertised their Original Cracker through messages about how healthy a person will be by consuming their biscuit and the listeners black-and-bluethorn start imagine that they might befitting healthy as well if they eat the biscuit in every day.Spot radio is suitable for Jacobs to advertise their product. Network radio is not effective for Jacobs because there is no network of radio that attracts the special interest of different listeners. Healthy conscious people may not listen to the same radio network. By spot radio, Jacobs can find suitable airtime on individual stations in different markets. This is more effective to reach the correct target market.In selecting the time pe riods for the advertisement, Jacobs should choose morning drive time or the daytime. The reason is simple. Healthy people wake up early in every day. Plus, working adults who drive in the morning have needs for a healthy breakfast. These supported the morning drive time is reasonable to be chosen. On the other hand, the arcminute choice would be the daytime. This is because, except in the morning, people would like to eat biscuit in the daytime rather than other time periods in Malaysia.Print Media StrategyPrint media is another media which advertisers use frequently to advertise their products. It is a popular media in addition to broadcast media. Print media is very much different with broadcast media. Print media allows the audiences to read the messages with own pace. inappropriate print media, most broadcast media are on air for moderate time period. Audiences may miss out some important messages which the advertisers want to send to them. Print media solve this problem by p rinted out the advertisement and audiences can read as many times as they wish. This may lead to a high involvement by target audiences who are been attracted. There are many different types of print media. We would like to urge Jacobs to use magazine and newspaper as the print media. magazine publisherMagazine is a very powerful print media especially for different lifestyles and special(prenominal) interests such as sports, automobile, healthy lifestyle and others. Thus, magazine is an ideal print media for advertising. This is because the different market segment can be easily found out by different lifestyles and specific interest. Jacobs seldom advertised their product on the magazine. Magazine should be utilized well.Magazine would be a useful print media for Jacobs to reach their target market effectively. This is because of their ability to reach a specific target audience. Most magazines are published for specific interest groups this is same to the healthy conscious peop le. In Malaysia, there is a popular magazine called Oh Only Health. This magazine is targeted on people who want a healthy lifestyle. Jacobs can create own advertisement for Original Cracker and advertised in this magazine to educate the target audience that Jacobs is selling healthy biscuit and it is suitable for them.Apart from that, the quality of the magazines papers is good. Thus, creativity of the advertisement would be not restricted and as creativity is good, audiences would be got attracted and messages can be sent well to the readers once they are attracted. In addition, magazines are normally read over few age and being kept for a long time. This means that the advertisement would be repeated each time the reader flips through the page which printed the advertisement. Jacobs need a repetitive advertisement so that people can look on them well. So, magazine is a very useful print media for Jacobs to advertise their product, original cracker.Furthermore, magazine is a med ia which people search for specific information. Other than newspaper, magazine would be the most reliable source for information for the consumers. Consumers would likely commit whatever information provided in the magazine. Same to the healthy lifestyle magazine, healthy conscious people would likely to find and know more ways to be healthier in their life through getting information from the healthy lifestyle magazine. Jacobs should take this opportunity to advertise their product as a healthy biscuit in the healthy lifestyle magazine to gain trust and positive word of mouth from the target audiences. These people who read the healthy lifestyle magazine would likely to become an confidence leader for other consumers. Thus, positive word of mouth from these opinion leading is very important.Purchasing suitable, enough advertising situation and position in magazine is important. Space and position should be decided with considerations on budget and impact of the advertisement. In case of Jacobs, there is not much information needed to be provided in the advertisement. Thus, a quarter page of space is actually enough to provide relevant, related and important information. Although Jacobs position as a healthy biscuit, there are many other healthy related activities, foods and others in the magazine. So, position of the advertisement by Jacobs should be center on cost rather than good position. This is to save cost of advertisement as magazine is considered a high cost print media. themeNewspaper is the second major form of the print media. It is as popular as the magazine. Newspaper is important for advertisers because there are many readers of newspaper. Moreover, loosely any types of advertisement are suitable to be advertised in the newspaper since there are many sections in a newspaper. Jacobs has been advertising their product through newspapers such as Utusan Malaysia. This act should be continued to send important messages to the readers.One of th e reasons newspaper should be used to advertise Jacobs product is its extensive penetration. The type of newspaper Jacobs would advertise is definitely the daily newspaper. As we know, there are many readers read newspaper daily. This shows the high degree of newspaper market coverage. Jacobs as mentioned before, they are selling consumer good, biscuit, newspaper would be very suitable for Jacobs to advertise its product, Original Cracker since a very high population of audiences including the target audiences can be reached.Jacobs should advertise their advertisement in the healthy section of the newspaper to match the target market. People who are concerned on healthy would find information about the knowledge about healthy food, activities and others in the newspaper. When these readers read the advertisement advertised by Jacobs in the health section, they would trust the information given because readers of newspaper trust the information provided by the newspaper.Although the advertising rate for Jacobs which is the retailer advertising rate is already cheaper than the general advertising rate, budget can be save through using a black and white advertisement in the n