INTEGRATED

MARKETING
COMMUNICATION
PROPOSED TO:
ETTE TEA COMPANY

PROPOSED BY:

ETTE TEA COMPANY

 ETTE TEA COMPANY

INTEGRATED MARKETING COMMUNICATION

Table of Contents

1: Background Information ................................................................................................................................. 3

2. Vision & Misión ................................................................................................................................................. 4

3. Strategies .......................................................................................................................................................... 5

4. Target Audience .............................................................................................................................................. 6

5. Demographics ................................................................................................................................................... 7

6. Humor Appeal .................................................................................................................................................. 8

7. Music Appeals .................................................................................................................................................. 9

8. Informative Executional Advertising ................................................................................................................................................ 10

9. Demonstration Executional Advertising ........................................................................................................................................... 11

10: Billboard Advertising Campaign ................................................................................................................. 12

11. Billboard Pro & Cons ...................................................................................................................................... 13

12. Email Marketing Campaign ......................................................................................................................... 14

13. Email Advantage ........................................................................................................................................... 15

14. Email Disadvantage .......................................................................................................................................16

15. Direct Selling ................................................................................................................................................... 17

16: Direct Sale Advantage ................................................................................................................................. 18

17: Direct Sale Disadvantage ............................................................................................................................ 19

18. Time Line Campaign ...................................................................................................................................... 20

19. Conclusion ....................................................................................................................................................... 21

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 ETTE TEA COMPANY

THE TEA STORY

THE COMPANY
A contemporary tea company
specializing in tea blends with
Singapore and South East Asian
taste, with our main shop & atelier
nestled in a quiet stretch of Kreta
Ayer Road in Chinatown. Starting
with the original Pandan Chiffon tea
out of a home kitchen-ette, we now
offer an exceptional collection of
gourmet tea and artisan tea blends THE CLIENT
to cafes & restaurants in Singapore,
Brunei & The Maldives. Established in 2014, ETTE TEA
COMPANY celebrates the suffix [–
ette], which transforms words into a
more diminutive nature.

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 ETTE TEA COMPANY

OUR VISION
The vision is to unique blend of tea,
based on taste experience: balance
the tea with other ingredients to
form a unique product with careful
thinking and precise tasting lead to
the creation of each individual
mixture.

OUR MISION

Become a boutique
Aim to make cool
manufacturer of
Combining the heritage tea blends and delicious loose tea
and tradition of tea with presents fine single- leaves and tea
modern and classic originalt teas to bags, which taste
design. aficionados great and are more
everywhere. personalised.

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 ETTE TEA COMPANY

STRENGTHS / UPS
ETTE TEA presents Local to the World's
Finest Tea

Ette TEA unique concoctions are a

confluence of regional culture, food, and
community, resulting in tea blends that
revive a memory or feeling with only a sip
from the cup.

ETTE has unique teas, herbs and local local

flavors. Restaurants in this area of
Singapore also use their tea to make
beverages, and the company also produces
a variety of custom blended teas. In 2017,
the famous pandan flavor and special
lychee tea are cleverly integrated with the
Kebaya series, a distinctive tea blend.

ETTE TEA's unique taste blend tea can also

turn it into bubble tea. It also has a unique
teapot, tea candy, tea maker and gift set
and special gift card.

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 ETTE TEA COMPANY

TARGET AUDIENCE

PRIMARY TARGET AUDIENCE

● Age : 36-80 above

● Occupation: All
● Nationality: All
● Religion: All
● Gender: Male & female
● Race: All
● Income: Middle - high income

SECONDARY TARGET AUDIENCE

● Age : 20-35
● Occupation: Students & young working professionals
● Nationality: All
● Religion: All
● Gender: Male & female
● Race: All
● Income: People who have budget

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 ETTE TEA COMPANY

DEMOGRAPHICS

A demographic audience profile can be used to define

a Target Audience.
.

A - Lower middle
class
D - Working 8%
B - Standard
class
class
25%
12%

C1 - Middle
class
18%

C2 - Skilled working
class
37%

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 ETTE TEA COMPANY

Humor Appeal

Before nasi lemak and burger became popular, ETTE became tea.
From traditional to modern, tea is one of the famous beverages of
the ancients. With the transformation of the 21st century,
traditional Chinese tea bags, packaging appearance and taste
have gradually become modern and fashionable teas.
HUMOR APPEAL is the most appropriate advertisement for ETTE
TEA's new product line.

Why Humor?

Advertisements often use a sense of

humor.
Because humor is very popular, it is
recommended to cooperate with
currently popular social media. For
example, Tiik Tok Social. It only needs
to create an account and can be used for
free indefinitely. ETTE ete company can
use it to promote new products. The
mixed tea party discusses elements of
humorous appeal, such as attracting
attention, creating exposure and making
customers happy. However, every time
you taste ETTE TEA, it will also evoke
this humorous advertisement. Successful
humorous advertising requires certain
attributes to be effective. Outline the
necessary characteristics of humorous
and attractive advertising. For example,
make sure that the advertisement is not
only entertaining, but also conveys the
aroma of tea and promotes new products
in the process.

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 ETTE TEA COMPANY

Music Appeals
Music appeal can be utilized to promote almost any product or
service. The Music Appeal is highly useful when you want to make
your product or service appear lively or exciting, and you want to
employ a jingle or song that will make your audience happy and
excited. Consider one of the classic songs used by the food chain
Chili's to advertise their baby back ribs. This is how the music is
the focal point of the appeal.
Through music advertisements, music appeals can also help people
remember things. Brands can use music to attract people's attention
to their new products and make people remember their latest
products. In addition, whenever someone hears a sweet tune in an
advertisement, the attractiveness of the music will trigger pleasant
memories and make them feel good about the advertised product.
Song attraction establishes a connection between product or
service music.

Why Music?

Method two involves integrating music to promote new products,

and it is recommended that music appeals be considered.
Everyone can easily track a simple melody in music. For example,
the chorus section. Music is being used to promote ETTE TEA's
new tea series. It may also aid in the better dissemination of
the new tea recipe initiative via television. At the same time,
he can collaborate with radio and television stations to create a
tea-themed title song. As a TV commercial, it is recommended to
shoot roughly 3-4 minutes of song video. If music is the soul's
ear, this solution has the potential to enhance ETTE's consumer
base.

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ETTE TEA COMPANY

Informative Executional
Advertising

When a new product is being

launched, informative
advertising is frequently
used. The goal is to develop
the initial demand for a new
product. And will be used
when new products are put
on the market. When the old
product is relaunched or
updated, it can disseminate
information at the fastest
speed and let consumers
around the world know about
ETTE TEA's new products.

Informational
advertisements will tell
consumers and market
information about products,
and provide pricing and
product information. An
understanding of the
product and the company
should be established. In
addition to the information
and advertisements to
understand the working
principle of ETTE TEA, the
image of the product and
the company should be
compatible and
complementary. There should
be enough information to
motivate consumers to take
certain actions.

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ETTE TEA COMPANY

Demonstration Executional
Advertising

Demonstration
advertisements
effectively show the
latest products to
potential customers. The
goal is to introduce new
products to customers
so that they are
interested in buying and
trying new products.
New product presentations
improve the quality of
sales presentations by
providing visual support.
It is an effective method
for solving specific
product-related problems
of potential customers.
At the same time, the
products offered as
samples during these
demonstrations may
include new products,
new versions of existing
products, or products
recently introduced into
new commercial markets.

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 ETTE TEA COMPANY

Billboard advertising Campaign

Billboard advertising is the use of large-scale printing to promote

companies, brands,
Products, services or activities. Billboard advertising is very effective in
building brand awareness
And promote your new product to as many people as possible.

Billboard design techniques must use eye-catching colors to attract

people.
Attract attention to all pedestrians. The use of advertising must ensure
that your billboard is effective
And it's very eye-catching. Assuming that the new tea series is
recommended in the following locations, there may be countless people
watch ads.

Bus stop (standing billboard)

Subway station (waiting area)
Shopping mall (central point)
Expressways, traffic lights (roadside)
Roads, sidewalks, flyovers (roadside)

Billboards are usually placed in areas with heavy traffic, such as

highways in cities, so they will be seen by more drivers and
pedestrians. Billboards can quickly promote new products. Suppose ETTE
TEA tries to use this IMC (marketing plan) channel to launch their new
product tea bags, new tea flavors, new tea products, etc. believe this
will help increase ETTE TEA COMPANY business

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 ETTE TEA COMPANY

ADVANTAGE FOR BILLBOARD ADVERTISING

It might be able to use billboards to target specific
communities. As many advertisements as possible are broadcast
to the population.
People do believe that the humorous billboards drew in a large
number of pedestrians. Advertisements that are interesting
leave a lasting impact. The most appropriate solution to
promote new products is through billboards. It's simpler to
remember a new product and try to buy it if it's advertised in
an interesting way.
Billboard advertising is located in a conspicuous place.
Whether walking, biking or driving, people will pass by your
billboard. It is placed in an eye-catching position. People will
walk, bike or drive past your billboard. This allows you to
reach natural people who might be interested in your product.

DISADVANTAGE FOR BILLBOARD ADVERTISING

The use of large-scale billboards will result in high costs.
For example, labor, design, and printing require a lot of
cost to implement. Lighting up billboards is even intends to
invest higher costs. The larger the billboard area, the
higher the cost.
Although billboards are popular, it is difficult to target
certain specific markets and cannot target certain potential
groups of people. This means that people who are not
interested will not see your ad

Billboard advertisement may be able to target a specific

neighborhood, but the exposure time is extremely short.
Billboards are stationary. There may be issues with visibility.

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 ETTE TEA COMPANY

Email Marketing Campaign

The most effective marketing channel is still email marketing.

Company may create an email list in a variety of ways. In
exchange for their email address, create offers that are of
interest to the target demographic, such as coupons.
To be successful with email marketing, you must be strategic in
your campaign design. Here are some of the most effective email
marketing tactics.
Online email marketing easily create, send and analyze email
marketing campaigns. Quickly forward messages to subscribers
directly to their mail inboxes.

For those subscriber dormant, we can perform re-engagement

activities. Mail campaign can deliver messages to subscribers in
the first time. For example, ETTE TEA planing to launch new
products in this coming Christmas while using emails advertising
to recommend new tea products is a good channel.

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 ETTE TEA COMPANY

ADVANTAGE EMAIL MARKETING CAMPAIGN

Mail is familiar to people all throughout the world. Email

marketing is also far less expensive than direct mail efforts.
E-mail channels can be used to advertise new items, new
formulations, or to develop an interconnectivity relationship
with subscribers by small businesses. Subscribers will be the
first to know when new products become available.

Before you can launch an email campaign, the company needs

to invest in software and build a mailing list. The cost will be
kept to a minimum. E-marketing is relatively inexpensive when
compared to other digital advertising strategies, compare
other advertising channels, the cost is relatively low.

The company may conveniently track the current work schedule

by using this channel for promotion. Email marketing is ideal
for tracking and measuring results. You can also find out how
often individuals opened the email and clicked on the
embedded link by using the proper solution and analyzing the
data. You can analyze the data by evaluating the list at a
specific moment to see which markets are more likely to
respond to the call to action.

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 ETTE TEA COMPANY

DISADVANTAGE FOR EMAIL MARKETING CAMPAIGN

To keep An effective
subscribers email list is
interested, the required to carry
company needs to
out a successful
send regular
emails to them with email campaign.
enthusiasm. This is a list of
Infrequent emails, email addresses
on the other hand, that have
may cause indicated a desire
subscribers to to receive
forget who you marketing
are, leading to low messages from
conversion rates. your company.
If your target
audience receives a
lot of promotional
emails, they could
flag your email as
spam or delete it
without reading it.
There is also a
chance the email will
be marked as spam.
Furthermore, if you
send your emails too
frequently, they will
unsubscribe.

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 ETTE TEA COMPANY

Finding the ideal approach
to present potential
customers your services,
products, and brand image
is the objective of channel
strategy. To increase
profits, brands frequently
use direct/indirect sales
channel tactics. Because
direct sales allow suppliers
to sell directly to clients,
they are the most
convenient approach.
Direct Selling
Direct retail selling it is
simple to reach a large
audience. On Kreta Ayer
Road, there is now only
one ETTE TEA store, as I
previously indicated. For
example, ETTE TEA would
consider establishing a
branch in Singapore's city
center, which is both a
tourist destination and a
densely populated
area.The store does not
require a large area
because it is a tea
business, but it can
attract more people to
recognize the brand.

Direct marketing can

target many interested
people. At the same
time, direct selling
efficiently provides
people with specific
product information. To
achieve the highest
service efficiency for
potential customers.
This provides the
company with a more
efficient sales method.

The product goes from

the manufacturer to the
direct selling company
and finally to the
consumer. After all,
direct selling products
are aimed at potential
customers, which means
that direct selling
services will be the only
direct way to
communicate with
customers.

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 ETTE TEA COMPANY

ADVANTAGE FOR DIRECT SELLING

Since there is no middleman in direct sales, the company can
better control the price of the product and the sales process.
The regulation of product prices is another major advantage of
direct selling. The company can organize regular promotional
activities to easily meet the needs of customers. Such as
coupons, holiday promotions, birthday discounts or gift
coupons. Can achieve the most effective choice for customers,
through all this to obtain more profits.Customer retention is
one of the most important goals of any business. It enables
companies to interact directly with customers and be more
empathetic. When you know what your customers want, you can
easily satisfy them.
Direct marketing is one of the most effective ways to get
direct feedback from customers. Since the sales company is a
representative who directly interacts with customers, customer
feedback helps the company improve its products on a regular
basis.This is also a good way to personalize direct sales.
Sellers easily know what their customers want and what
products/offers are suitable for different levels of customers

Since there is no
middleman/intermed
iary in direct sales
to obtain their
profit share, the
company can earn a
higher profit margin
through this
plan.Direct selling
allows everyone to
start a business,
from ordering,
packaging,
transportation,
direct selling and
services. It is
easier to control
plans and customer
needs.

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 ETTE TEA COMPANY

DISADVANTAGE FOR DIRECT SELLING

Although direct marketing has a positive and perfect side,

direct distribution also has some potential disadvantages.
For example, in the face of business decline, store rents,
employee salaries and expenses require considerable funds to
maintain. For example, Covid-19 has caused many small
companies to be unable to afford business and face
bankruptcy.
There will be competition, and there are many similar products
on the market, so the competition will be strong. Customers
frequently evaluate costs before deciding on a brand to
purchase. This has a negative influence on the business.

May confront rent starting costs, such as retail stores in

shopping malls, which have the right to decide whether or not
to raise the rent every year. Small businesses, in general, are
unable to operate if rent exceeds 20-30 percent of revenues,
necessitating the establishment of new locations and new
ideas.

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 ETTE TEA COMPANY

End-Of-Year Campaign 2021

Time Line Planing

OCT NOV DEC

Start date: 01/10/2021 Start date: 01/11/2021 Start date: 01/10/2021

Complete date:Ongoing Complete date:Sustained Complete date:Sustained

Billboard Email Direct

advertising Marketing Selling
Campaign Campaign

Devoloping
intergrated Budget planning
Situation analysis Marketing
marketing communication
communication on Buid more social
media Chanels plan
program Evolution
increase target Key value
Research control of
audience marketing
Commence print Kick off sale
campaign promotion

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 ETTE TEA COMPANY

ETTE Tea could propose the IMC plan because it is one of

the most effective procedures for maximizing customer
value through parallel marketing activities, integrating
appropriate management of customer knowledge and
information to maintain long-term relationships with them
and increase the demand for product exposure in the
Singapore market .

However, this is an effective IMC campaign plan because

the media plan in this report recommends that ETTE Tea
Company use a new generation of popular social marketing
advertisements. Such as humor channels, music channels,
etc., increase the company's brand image and increase
profits. In addition, it is recommended that the company
carry out advertising activities such as billboard
advertising activities and mail activities, and increase
direct sales branches.

This proposed activity hopes to achieve the company's

goals because the plan sets a budget for IMC activities.
On the other hand, the design of this IMC plan takes into
account the business environment, COVID -19 situation,
the economic situation of the target audience, and the
company's strengths and weaknesses.

Total word count: 2519

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