Report on Coopers Brewery’s Imc Strategy

Report on Coopers Brewery’s IMC Strategy

Introduction

As a family-oriented brewing company that can still control 3.3 percent of the market share in Australia where the mature-developed brewing industry full of severe competition has been already saturated, Coopers Brewery’s success deserves in-depth analysis, especially in the field of integrated marketing communication. Therefore, this report is presented from four phases; namely, looking into the role of IMC in Coopers Brewery’s overall marketing strategy, inspecting the promotion tools used by Coopers Brewery to convey a certain kind of message in a consistent fashion, understanding how Coopers Brewery views its target market in the execution of IMC strategies, and at last making relatively useful recommendations to the company for its further development.

The Role of IMC

In order to analyze the role of IMC in Coopers Brewery, the general concept of the role of IMC that can be applied to universal companies must be understood in the first place from two perspectives: the role of IMC in overall marketing process and its role in the overall marketing strategy.

Integrated marketing communication (IMC), which integrates and coordinates its many communication tools to deliver a clear, consistent and compelling message about an organization and its products, is to some extent we can say an integrated concept of promotion. (Kotler, Adam, Denize & Armstrong, 2009) Promotion is one element of the marketing mix—price, product, place and promotion—that play a pivotal role in the marketing planning program development. Meanwhile, the marketing planning program development coupled with three other components—the development of a marketing strategy and analysis, the target marketing process and the target market—composes the overall marketing process. (Belch&Belch, 2009) Therefore, IMC can be utilized by marketers to coordinate other three marketing mix in an attempt to inform consumers of the information...