Bma 255

IMC Strategy Analysis of Coopers Brewery Ltd

Part 1. Introduction

The Coopers Brewery Ltd Company, which is located in Adelaide, South Australia, is one of the few outstanding family businesses in the brewing industry. As a company which have survived for more than one hundred years, the holding on to the family nature of the firm and the premium nature of the products is vital for such a miracle. Coopers displayed a successful role to develop its family concept and serve its niche market which relies on the wonderful utilization of IMC(integrated marketing communications). This report will focus on the analysis of Coopers’ IMC strategy and promotional mix in order to find the key secrets of Coopers’ success. Furthermore, Coopers’ actions to serve its target market will also be discussed and some useful suggestions will be given to improve the effectiveness of its IMC strategy.

Part 2. Body

I. The role of IMC in Coopers Brewery's Overall Marketing Strategy

1). The definition of IMC and Relevant Case Analysis

Definition of IMC

According to the definition provided by American Association of Advertising Agencies in 1993,

integrated marketing communications is defined as a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.

Relevant Case Analysis

Such marketing approach use all forms of promotion to convey a consistent message and achieve maximum communication impact. It requires company to communicate with all stakeholders in a more effective and efficient way. Consequently, a centralized messaging function is vital and essential for the company to present the common theme.

It is obvious that Coopers’ all marketing activities have a...