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An Evaluation of the Integrated Marketing Communication Strategies of

Schweppes PLC in the Egyptian Market

Article in SSRN Electronic Journal · July 2015

DOI: 10.2139/ssrn.3668161

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 AN EVALUATION OF THE INTEGRATED MARKETING COMMUNICATION
STRATEGIES OF SCHWEPPES PLC IN THE EGYPTIAN MARKET

Olusoji Paul Akinola

sojiakins@yahoo.com

July 2015

Abstract

Available literature reasoned that Integrated Marketing Communications has

distinguished itself as a practice that uses information in its decision making process
especially using consumer information gathered and stored on databases. These
databases provide information on trends, pattern, similarities- all provides information on
consumer buying behavior and buying cycles– in contrast to the over-reliance on
attitudinal information typical of traditional approaches to marketing communications). In
the same vein, the IMC concept can be both a relational process and a business
competency, whose goals and outcomes are often linked to building relationships with
customers and other stakeholders through ongoing dialogue and the subsequent effects
on sales and profits. In terms of effectiveness and efficiency, IMC adopts an integrated
management of multiple media options to achieve superior outcomes. The IMC
framework is built on the foundation that if multiple communications are deployed
appropriately, they can enhance one another’s contributions. This paper centers on the
evaluation and assessment of the integrated marketing communication strategies of
Schweppes Plc in the Egyptian Market. Using the standard Integration Marketing
Framework benchmark, this study evaluates the level of compliance of Schweppes Plc
to the IMC framework in the Egyptian market and also device an Integrated Marketing
Communication action plan.

1
Introduction and Review of Literature

Literature revealed that the term „Integrated Marketing Communications (IMC)‟ attracted
attention in the 1980s (Schultz et al., 1993) and was driven by dramatic changes in the
marketing and mass communications environments. However, Hutton (1996) and Spotts
et al. (1998) argued that the concept had been in existence within the context of the
marketing discipline. Nevertheless, integrated marketing communications is now viewed
by many as a way of better managing the growing range of marketing communications
choices available to marketers (Duncan, 2002). Also, IMC is now becoming increasingly
widespread through the adoption of its tenets in marketing practice, due to its
revolutionary way of organizing and enhancing marketing efforts and building brand
equity (Schultz et al., 1993; Schultz, 1996; Ogden, 1998; Kitchen and Schultz, 1999;
Duncan, 2002).

There is no generally accepted definition of IMC (Wolter, 1993; Miller and Rose, 1994;
Drobis, 1998; Grunig and Grunig, 1998; Spotts et al., 1998; Cornelissen and Lock, 2000;
Cornelissen, 2003), though some authors perceive it as an emerging discipline or
concept (Kim, Han and Schultz, 2004; Kitchen, Kim and Schultz, 2008). Therefore, it
does not yet have a commonly accepted theoretical framework. However, Schultz (1993)
postulated that IMC is a concept of marketing communications planning that recognizes
the added value of a comprehensive plan that evaluates the strategic roles of a variety of
communications disciplines (for example, general advertising, direct response, sales
promotion, and public relations), and combines these disciplines to provide clarity,
consistency, and maximum communications impact.

Also, Kliatchko (2008, 140) proposed the most recent definition that takes into account
an extensive array of academic work trying to create a definition of IMC: “IMC is an
audience-driven business process of strategically managing stakeholders, content,
channels, and results of brand communication programs.” Moreover, it is clear that IMC
is driven by consumers' needs and wants, though cultural differences of each society
must produce various factors that influence the developmental path in various ways.

Furthermore, Caywood and Ewing (1991) and (Gorning, 1994) showed that
organizations employing an integrated marketing communications strategy can gain
competitive advantage. This may be due to the fact that IMC provides a consumer-
oriented framework for strategic communication processes that drive organizational
performance (Schultz and Schultz 2003). McGrath (2005) further demonstrated that
messages employing some of the key aspects of an integrated marketing
communications strategy (i.e. messages with a common theme that are executed across
multiple media in a visually consistent manner) may prompt a stronger attitude towards
the brand level than the same messages employing a more traditional strategy
(executions with less visual consistency).

2
Research Objective and Methodology

The objective of this paper is to evaluate the level of compliance of the Marketing
Communications Plan for the Schweppes in the Egyptian market using the standard IMC
framework below as a benchmark.

The Executive Summary

1. The Promotions Situation Analysis

2. The Plan Target Audience Profile

3. The Plan Brand Positioning

4. The Marketing Communications Objectives

5. The Creative Strategy

6. The Marketing Communications Programs

7. The Marketing Communications Schedule and Budget

8. The Marketing Communications Evaluation Measures

The aim is to identify the missing elements in the presented marketing communications
plan, state the implication of the missing elements, comment on elements that were well
detailed, and propose an action plan in place of the missing element in order to have a
well-rounded IMC plan that will achieve the purpose for which it was designed. This is
because IMC is potentially critical to organizational performance, since it has the ability
to provide competitive advantage (Eagle and Kitchen 2000).

The Company overview or Executive summary

- It gave a brief of the

- The history of the company (Schweppes) in Egypt
- The available flavours

However, the company overview lacked summarized information on:

 Plan Target Audience Profile:

3
 o Consumers A & B (at most 5% of population) class people and
other buyers (for events) as target market.
o Four different psychographic profiles for buyers and their media
usage.
o The Creative Strategy, which will make use of identified media above and
is designed to emphasize the unique selling points of the Schweppes and
weaken the target markets objections.
o The Marketing Communications Programs - PR, Advertising, Direct Mail
and Personal Selling.
o TV, Print, Outdoor and the Internet will be the main media.
o The Marketing Communications Schedule and Budget

o The Marketing Communication Analysis –

o Corporate/Product Promotion Function - company insights (.i.e.
the impressions Schweppes wants to create in the minds of
consumers).
o Brand Perception Analysis – customer insights (impressions in the
minds of the customers) about the Schweppes brand which may
help the company in its future brand positioning.
o Competition Analysis – competitor insights were not mentioned.
o The Plan Brand Positioning - the Image/the Personality/the Character the
company wants to create and convey to the Target Audience.

o The Marketing Communications Objectives

o The Marketing Communications Plan Evaluation Measures

o While most of the above were discussed in appropriate sections of the

plan, a brief about them under the Company overview could have set the
right tone and be helpful for a first-time reader of the plan.

The Promotions Situation/Function Analysis

- Analysis of the Corporate/Product Promotion Function (company insights -

the impressions Schweppes wants to create in the minds of customers).
o Evaluation of the Current Positioning Statement – Stated. “To be
perceived as the leader of natural flavored carbonated drink”.
“Elevated to compete aggressively with premier carbonated brands
in the market such as Pepsi, Coke and Fayrouz”

o This positioning statement gives potential consumers an idea of

the benefits they stand to get i:e natural flavors, the brand

4
 promise of the company, and what differentiates the brand from
competitors.

o Evaluation of the Current Corporate Product(s) Slogan and Theme(s) (i.e.

written or verbal pronunciation of the image Schweppes wants to convey)
– Stated.
 Slogan – “This is not a cold drink this is schweppes”. The
slogan reflects the positioning of the schweppes brand
 Themes – “Schweppes is a natural juice drink. Drink
Schweppes and enjoy the natural taste of fruits”. The objective
of this theme is to attract people to the schweppes leveraging its
natural content.

o Evaluation of the Current Corporate Product(s) Marketing

Communications Mix (channels) – Stated. It can be seen from the plan to
be mainly through advertising (Above the Line – ATL) and Below the Line
(BTL) as well, including sales promotions (trade, consumer, giveaways),
personal selling and PR.

o Evaluation of the other 3 elements of the Marketing Mix

o Price – Not expressly stated but can be inferred from the brand
perception analysis that states it as reasonable price
o Product – Different flavours of the Schweppes were stated
(tangerine, lemon, lemon soda, orange, apple)
o Place – mainly through distributors and retailers.

o The IMC plan has a detailed SWOT Analysis, as shown below:

5
Source: Hegazy, I. (2015). Integrated Marketing Communications

Brand Perception Analysis – customer insights (impressions in the minds of the

customers).
o How Schweppes ‟s customers perceive its brand – Stated. “Schweppes
is perceived as a refreshing and an Egyptian leader in natural flavors”.
Schweppes is perceived as a market leader in natural flavors.
o ”How Schweppes customers perceive the other 3 Marketing Mix elements
(Products/Price/Place-Distribution-Delivery) –
 Price: stated as reasonable price. Consumers believe the price is
fair
 Product: Consumers believe schweppes is low in Calories
 Place: Not stated, but could be inferred to be distributors and
retailers from the information obtained from the IMC plan.
o How the Formula of “Value for Money” is attained through Schweppes
and its brands – Stated. Consumer believe schweppes has “good natural
taste and a variety of flavours”.

6
 - Competitive Analysis – competitor insights
o Major Competitors – The major competitors were mentioned in the plan
as Sprite, Fanta, Mirinda and 7-up. There were no clear basis (e.g.
market share, advertising expenditure, ad channels, spread, volume) for
analyzing these competitors in the plan

o The Strengths and Weaknesses of the major Competitors - not stated

o The Marketing Communications Strategies of the major Competitors. Not
stated. However,
 Traditionally while distributors will be responsible for local
advertising and the promotion of the Schweppes brand among
local consumers - Pull Strategies
 However, the company creates and support national brand image
and advertising campaigns to constantly project the image of their
brand. - Push Strategies

o The Marketing Communications Mix of the major Competitors - not

stated

o The Positioning and the Slogan of the major Competitors - not stated

o The Unique Selling Proposition (USP) or Propositions of the major

Competitors - not stated

o Essentially, the expectations is for the plan to provide insights on the

major competitors in terms of their strengths and weaknesses, marketing
communications strategies, marketing communications Mix, Positioning
and slogan and their Unique Selling Proposition (USP) or Propositions.
These are missing major parts that were needed to understand the
competitors' positions to successfully emphasize its own position, and
weaken the objections in the market.

The Plan Target Audience Profile

- Plan Target Audience are in three major categories

o Consumers. Classified as A & B class people (at most 5% of the Egyptian
population).
o People looking for healthy lives.
o Males and females (25-35 years old)

7
 - Customer Demographic Profile (well detailed static picture of Schweppes
buyers):
o Gender – male or female
o Age Category - between 15 and 35 years old
o Marital Status:
o 15-22 mainly singles only few of them might be engaged
o 23-35 engaged and early married.
o Income Level – 1000+ Egyptian pound
o Education Status – High School, and university students; Masters and
PhD Students.
o Profession – Students and Young Executives
o Social Class – A and B class
o Marital Status - are likely to be married (Full nest or Empty Nest), and
with family responsibilities

- Customer Psychographic Profile: well detailed in terms of target audience‟s

“Life Style”, where they spend both their money and time, their buying behaviour
and interest, as analyzed below:

o Those who spend their money on luxury items: cars, laptops, prestigious
food items

o Those who value having a modern lifestyle: education, technology,

sports, travelling

o Those who spend their time at work, malls, universities, prestigious

restaurants
o Those who are conscious about their health.

- The Target Audience Buying Behavior: Not stated.

The consumer buying behaviour will provide insights as to how, why and where
target markets buy a particular product. This information would assist schweppes
to tailor its marketing communication objectives, plan or response to align
properly with every stage of the consumer buying process.

The Plan Brand Positioning – We perform the plan brand positioning analysis and
development of the perceptual map in order to identify the following:

1. The location we want to occupy in the minds of the target market that
differentiate Schwepps from the competition.

2. How Schweppes wants its Egypt customers to perceive it‟s product.

8
 3. The Image/the Personality/the Character the company wants to create and
convey to the Target Audience.

- The plan brand positioning. Stated. “To be perceived as the leader of natural
flavored carbonated drink”.
- No positioning analysis tree: The absence of a positioning tree makes it
difficult to get an insight on the benefits the schwepps brand offers to consumers
and whether the brand is delivering better than competitors
Positioning is the image you want to have in the customers mind that
differentiates you from other brands.
- Perceptual map was present to show the two most important criteria
consumers consider when selecting from competing “top of mind brands”.
Through qualitative and quantitative research, the two most important criteria for
consumers were calories and natural flavours.
- Below is how to develop a Perceptual Map

o Step One - “A Qualitative Research”

o Identify the 2 most important selection criteria or attributes
customers look at when buying the product
o Identify the Top of Mind Brands that customers screen and
evaluate when they attempt to buy the product or the service

o Step Two - “A Quantitative Research”

o Evaluate the Performance of these “Top of Mind Brands” on those
identified 2 most important selection criteria on a scale from 1 to 5
o Identify (also on a scale from 1 to 5) what the Target Audience
desire on those identified 2 most important selection criteria.

Example of a Positioning Analysis Tree

9
Source: Hegazy, I. (2015). Integrated Marketing Communications Plan class note, slide 13

Source: Hegazy, I. (2015). Integrated Marketing Communications Plan class note

10
The Marketing Communications Objectives:

 Evaluating the marketing communication objectives based on the AIDA model

 Awareness – the marketing communication objectives did

mention that it intend to create awareness among 90% of its
target market. However, it did NOT include the specific channels
or appropriate channels through which the customers will be
informed (.e.g. simple repetitive Ads, sponsorships, bill boards,
online etc.). However this was mentioned under the marketing mix
communications.
 Interest - the marketing communication objectives did mention
that it will create interest in the brand among 40% of the
customers. However, it did NOT mention the thrust of the
message, slogan, brand names, celebrity endorsements or
information that will stimulate the interest in the customers or remind
them about the brand/product.
 Desire –The marketing communication objective did not
specifically state any objective for creating desire, however other
parts of the IMC plan clearly stated incentives to create action or
generating positive feelings through sales promotion (trade),
giveaways and consistent quality.
 Action Intentions - The marketing communication objectives
did mention that it would obtain trial among 25% of its target
market, but did NOT stress the sales promotional tools or
programs or other means to persuade or drive the desire in target
consumers. However, these facts should have been mentioned
under the marketing communication objectives.


11
 Source: www.scoopit\aidamodel . Accessed 11th July 2015; 20:18

 Evaluating the marketing communication objectives based on the SMART

model,

 Specific- Yes. It clearly states what its intend to achieve

 Measurable – Yes. Quantitative measures (.e.g. 20% of our target
consumers……)
 Attainable/Achievable - Considering the resources and capabilities
of schweppes, coupled with its association with its mother
company Coca cola, the set objectives should be achievable.
 Realistic- No. (macro-environmental factors) – the marketing
communication objectives did not take cognizance of the PEST
(Politics, Economy, Social, Technological, even environmental.
 Time-framed/bound – The time frame or lifecycle of the IMC plan
was not stated. Hence Schweppes is not SMART

SMART AIDA objectives allow for alignment of all marketing efforts, better utilization of
resources, easier monitoring and control and, in turn, more successful implementation,
that would ultimately translate to a powerful campaign that could achieve its intended
objectives efficiently and effectively. Below is a sample of “SMART” marketing
communication objectives, which is also based on the AIDA model:

Time Frame: Six months starting from January 1st 20XX to June 30th, 20XX

1- To create Awareness among 90% of our target market using simple repetitive Ads
and sponsorships.

12
2- To create Interest in “Schweppes among 80% of our target market. This can be
achieved by using information that emphasizes the perfection of the brand and how it is
the perfect natural flavored refreshing drink with low calories

3- To create positive feelings (Desire) of the brand among 40% of our target audience.
This can be reached by maintaining the perfect quality and also through sales
promotion.

4- Obtain Trial (Action) among 20% of the target audience using sales promotion along
with advertising and sponsorships.

5- Develop & Maintain Regular Usage (Loyalty) of “Schweppes among 25% of our
target market using advertising and sponsorships and few sales promotion packages
and incentives.
Source: Hegazy, I. (2015). Integrated Marketing Communications Plan class note, slide 18

Creative Strategy

Under this section, the IMC plan should:

1. Identify the Unique Selling Proposition (USP). – The USP will be later translated
into the Plan/Campaign Theme/Slogan. The USP is a proposition or claim we
make to customers, answers the question what‟s in for me,? why should I buy
from you?. It is also a proposition that competitors cannot match or offer and
strong enough to pull the customer towards the band.

2. Choose The Promotion Appeal: “Rational vs. Emotional”

3. Select the Promotion Execution Technique: Factual message, Scientific

Evidence, Product Demonstration, Comparison, Testimonial, Slice of life,
Animation, Symbolism, Humor, Fantasy, Dramatization “Exaggeration”, or a
Combination of any of the above.

13
The Creative Strategy for Schweppes

Creative Brief

(Message theme)

•“Experience a taste of
Message Strategy nature” - centered on
creating desire through
 Affective
trials

Executional Framework

Slice of life
Appeals  Fantasy
Means-end Chain
 Emotional

Spokesperson

Leverage Point • None

•Natural Fruity
flavour

 Message Strategy i:e (what to reflect in the message) - more affective

(directed at heart), and brand focused. This is consistent with the intent of
the message, which was meant to influence or change customers‟ buying
behavior. Also the brand logo was also mentioned in the IMC plan

 Creative Brief (message theme) – “Experience a taste of nature”. The

creative brief is centered on stimulating desire and action.

 Appeals – Based on emotionality, the central theme of the appeal is

based on emotions though with a tinge of rationality on the background i:e
“Natural Flavours, Less Calories”.

14
 Levels of Relationships with Brands

Source: Hegazy, I. (2015). Creative Strategy: Implementation and Evaluation class note, slide 7

 Executional Framework – Hero. (Slice-of-life execution) and is centered

on promoting the schweppes brand as the hero. The idea is to depict that
the schweppes brand is strong enough to show resilience and stand the
test of time.

 Spokesperson – not stated under the creative strategy. A

spokesperson that is credible, attractive and relevant to the cause of the
brand is could have brought out the message in a more compelling way.
Nevertheless, Captain Mahmoud Elkhateeb, an Egyptian soccer legend
was part of the grand introduction of the brand in Egypt. The IMC plan
under the marketing communication mix also reported that “other stars
from more prestigious sports were used, hence suggestive of the use
of spokepersons”.

 Leverage Point – “Natural Fruity Flavor”. The Unique Selling

Propositions (USPs) here uniquely differentiates schweppes from
competitiors. Schweppes has its leverage point as a natural, healthy and
fruity with low calories, which many perceive to have potential taste
preferences and health benefits.

The Marketing Communications Programs / Mix / Channels

Smith, Gopalakrishna and Chatterjee (2006) reasoned that the effective integration of
various elements of the marketing communications mix is an important challenge for
practitioners and academics alike, though synergy among multiple media in dynamic
settings is of strategic importance. This is because spending on one source may
enhance the effectiveness (synergistic effect) of another (Gatignon and Hanssens, 1987;
Gopalakrishna and Chatterjee, 1992).

15
This objective of this section is to evaluate whether the IMC plan chose the appropriate
channels, justified the use of the channels chosen, and the level of integration of the
various channels. In choosing the channels, the IMC plan considered the type of product
(consumer beverage) and adjusted the mix to fit these considerations. However, the on-
the- line channel ought to be used especially to create awareness since target market
demographics fall within the generation of active or reasonable internet users and given
its wider reach and appeal.

The Marketing Communication mix are discussed as follows:

- Above-the-Line (ATL) [Mass Communications Activities]: Advertising

o Advertising

o A Paid and Controlled Message communicated through a mass

medium such as TV, Radio, Print (newspapers and magazines),
and Outdoors.

o The IMC plan chose advertising (TV, Radio, Outdoor, Print) as the
major communication mix ingredient for the campaign. Though
expensive (especially TV), it was thought useful to increase
awareness, create interest and inform the target market by placing
adverts in target customers‟ media. The creative strategy would
be used to place advertising in target media, with slightly different
executions. Given, the USP of Schweppes, the use of print-ads
was connected with creating subliminal messages that would
stimulate desire, while the use of outdoor advertising such as
billboards will create the required mental picture and emotional
attachment in the minds of the consumers. Radio was also
adopted because of its wide reach while the outdoor channel was
used to create the necessary visibility and recollection of the
brand in the minds of the customer.

o The use of sponsored articles on the benefits of natural products

and low calories should be placed in print media that has wide
appeal among the target audience.

- Below-the-Line (BTL) [Direct Communications Activities]

o Personal Selling
 Face-to-Face direct interaction between retailers and
distributors and this is done periodically. This may translate
into a sales transaction but not necessarily since the main
objective of this face-to-face communications was not
sales. Also personal selling process especially for large
corporate buyers and key target distributors which involves

16
 Prospecting (finding decision makers), Approaching
(Getting a meeting), Presentation (How to handle
objection), Closing the deal and follow-up.

 Consumer Promotions which involves the use of product

sampling to encourage trials, Multiple bonus packages,
points of sales and giveaways were also highlighted in the
plan as other forms of sales promotion

 Personal Selling (PS) was considered important because

the success and availability of the product is mainly due to
the presence of willing and efficient distributors or retailers.
PS would also be of major importance when targeting
corporate or event buyers because when these customers
want to buy in bulk, they expect to be given special
attention and consideration by Schweppes‟s
representative.

o Public Relations (PR).

 It refers to any activities undertaken by a company to build

and sustain relationships with its stakeholders. PR also
aims at building a strong brand for the company and its
products and services. It is worth mentioning that PR refers
to the company activities that are directly performed
(without any mass media) with its stakeholders and not just
face-to-face communications that are one to one.

 Schweppes grand introduction in Egypt was done using a

prominent public figure, Captain Mahmoud Elkhateeb, an
Egyptian soccer legend and the current vice president of Al-Ahly
football club. Also, other stars from more prestigious sports were
involved.

 The Schweppes Newsletter was also another PR material used to

engage stakeholders on developmental activities within the
company.

 The IMC plan also viewed public relations as useful because they
enjoy a high credibility at a low cost, though the exact message
cannot be controlled. It would be of major importance for the
schweppes campaign as many target consumers draw their
information from the media. Press releases and press conferences

17
 ought to create positive public relations. Effectiveness would be
increased when PR appears in media consumed by the target
market. Using the USP (natural product, low calorie) as the basis
of its argument, the IMC plan believed media and word-of-mouth
(WOM) would be prepared to talk about the product; and even a
certain amount of requested coverage could be expected.

 Other useful BTL activities that should be considered by the IMC

plan includes sponsorships (in sporting and cultural events), PR
(press conferences and release, brochures, seminars on natural
products and healthy living, trade fairs and exhibitions, trade and
road shows)

- On-the-Line (OTL) [Internet based activities].

The IMC plan failed in integrating internet or internet electronic promotion, as it was
not part of this IMC plan. The idea behind the internet is to be able to generate
awareness, create interest, stimulate desire and propel action. It is also helps to
develop and retain effective customer relations through continuous online
engagement and campaign.

o The idea is to use tools that use either the internet or other internet
electronic platforms to promote (inform, persuade, remind) the targeted
customers of the company. They are also used to develop and maintain
customers‟ relations, get useful insights on customers buying behavior,
analytics and MIS.
o Examples of these tools are Interactive communications on company‟s
website or through emails and SMS, Social media (schweppes
community, schweppes blogs, Podcast, e-newsletter, advertising on the
net with all its forms, PR on the Net, e-mail Campaigns and Ads directed
to individuals e-mails and SMS) and digital advertising or online
marketing.

The IMC plan failed woefully to identify the Internet as playing an important role. Direct
mail would be sent as email where possible, especially to distributors and enable
distributors to make orders online. A Schweppes specific microsite would offer all
information e-brochures for download which would provide insights to potential
distributors. An example is shown below:

18
 All adverts would bear the Schweppes web address to make it easy for users to find.

- Unique hybrid (stand-alone) marketing tools of communications

o Trade Sales Promotion (SP)

 A trade incentive offered through distribution

channels to either for a certain quantity or trade
credits. This is usually binded by a Cooperative
merchandising agreement which specifies the
terms and conditions of the agreement. Given the
important role of distributors in the value chain,
schweppes have listed sales promotion incentive
as a very important mix in the IMC plan for
guaranteeing the availability of schweppes at the
door-step of every consumer that desires it. The
idea is to create incentive to buy for the
distributors while also sustaining the
relationship with Schweppes. Also the incentives
can also be offered to a sales force or even
consumers(retailers and corporate buyers for
events)

 Premiums or Bonus Packs. A technique in which

complementary products are sold at together at

19
 lower price. For example, Buy One Get One Free.
This strategy is to get the distributor to gain interest
and action to buy while also sustaining relationship

 The campaign was intended to be a mix

between push and pull strategies. The consumer
market would be driven by a pull predominated
strategy, while the client (distributor) market by a
slightly more aggressive push strategy.

 The use of special sales force should be included

in the plan as part of the channels of distribution.

The Marketing Communications Schedule and Budget

The budget (cost) for the IMC program was not stated in the plan, however the timeline
was stated. Hence it becomes difficult to assess the budget.

A robust IMC plan should include a clear schedule (preferably in a tabular form) that
visually links the marketing communications activities with different communications
channels and the objectives of each stage as shown above. For each phase, the
corresponding media and communication activity should be determined providing a clear
roadmap for the plan implementation. Good IMC plans should state the cost for
individual items/products and also state the total budget and the amount assigned for
each marketing activity according to its requirements, objectives and relative weight.

The IMC timeline stated below failed to state individual cost of items/activity and also
failed to state the final cost. It however provided information on phases, timeline,
objectives and tools without a breakdown of the requirements and contents of the tools

20
21
A good IMC plan sample is shown below:

Source: Hegazy, I. (2015). Integrated Marketing Communications Plan class note

The Marketing Communications Evaluation Measures

Integrated marketing communication (IMC) has become the accepted practice in the
marketing communications field (Kitchen, Brignell, Li, and Jones, 2004), an increasing
number of advertising executives consider IMC as a key competitive advantage
associated with marketing (Kitchen and Schultz, 2001). Despite such a wide acceptance,
many important issues remain in the IMC area that need to be resolved. The two top
unresolved crucial issues involve the conceptualization and measurement of IMC (Lee
and Park, 2007).

However in the case of the schweppes IMC plan, the Marketing Communications
Evaluation Measures was stated in the plan, but it reflects only 3 post-testing
measures of performance and do not reflect any of the pre-testing measures of
performance. The 3 post-testing measures captured in the IMC plan are stated below:

o Recall testing( memory recall of the brand which could be aided or unaided)
o Buying Intentions Testing
o Sales target (actual measurement of sales)

Other post-testing measures like recognition testing (which test message

comprehension) and attitude measuring were not stated in the plan. Therefore,
customers understanding of the creative message and attitude towards the schweppes
brand could not be assessed.

A good IMC plan must have:

1. Pre-Testing Measures of Performance which evaluate the efficiency and efficacy

of marketing communications plan, and are a qualitative research. Pre-testing activities
are listed below the under-listed:

22
 o Concept Testing – testing the company‟s unique selling proposition (USP) with
a representative target sample
o Slogan Testing – evaluating the theme of the message (i.e. how to say the
USP)
o First Draft Testing – evaluation of the pictures, text, signatures, etc., while
keeping it straight and simple (KISS)
o Final Draft Testing – final evaluation of the above
o Theater/Cables TV Commercials Testing

In the case of schweppes IMC Plan, Pre-testing would be done as a means of checking
if the message sent was conceived as intended by the target market. The testing would
help to determine the optimum mix between imagery and copy, and reduce the risk of
failure in general. Testing with test audiences (who represented the general public and
the target audience) which included concept, style and creative strategy of all intended
communications and executions was to be done according to the IMC plan.

2. Post Testing Measures of Performances which evaluate the effectiveness of

marketing communications plan, and are a quantitative research. Post-testing involves
the under-listed based on the AIDA model:

o Recall Testing (Memory Recall Testing - Unaided and Aided) – this is

a measure of Awareness
o Recognition Testing (Message Comprehension Testing) – this is a
measure of Interest
o Attitude Measuring - this is a measure of Desire
o Buying Intentions Testing - this is a measure of Desire
o Actual Sales Measuring - this is a measure of Actions Intentions

In the case of the Schweppes IMC plan (assuming it was complete) this would have
helped to better evaluate the actual success (effectiveness) of the campaign, and obtain
feedbacks that will be valuable for planning future campaigns. Post-testing would be
conducted by an agency that specializes in conducting surveys to determine the public‟s
reaction to the communications. These tests would include the recognition/ awareness of
adverts, recall rate and how it has influenced people‟s feelings / attitude. Was the target
group reached and was the right message received? These results would then be
compared with results measured before the campaign launch to state the impact the
campaign had.

Since both tests were not evaluated, therefore, the IMC plan is lacking in this aspect of
how to measure the effectiveness of the marketing communications plan.

23
Conclusion:

In conclusion, a whole summary of the review of the IMC plan is outlined below:

IMC Plan Content Status Recommendation

The Executive Summary Incomplete To be updated

The Promotions Situation

Analysis
Current Positioning Statement stated Ok
Current Corporate Product(s) stated Ok
Slogan and Theme(s)
Price not stated, but perceived as
“reasonable” by consumers
Brand Perception Analysis Incomplete To be included
Competitive Analysis Only mentioned To be updated with analysis
competitors, but criteria and
analysis not stated
SWOT Analysis and others Detailed Ok
The Plan Target Audience Detailed Ok
Profile
The Plan Brand Positioning Stated Ok
The Marketing
Communications
Objectives:
•Based on AIDA model Incomplete To be updated with how to create
desire
•Based on SMART model Not Smart. No time frame To be updated
The Creative Strategy
Creative Brief Stated. Ok
Executional Framework Stated. Slice of life, Use of personality symbol or
Fantasies imagery advertising may be of help
Message Strategy Stated. Affective Ok
Appeal Mainly emotional though Ok
with a tinge of rationality.
Spokesperson Not stated expressly, but Important and should be updated
Captain Mahmoud
Elkhateeb was mentioned
to be part of the grand
opening
Leverage Point Stated Ok
The Marketing Stated, but incomplete. To be updated to include OTL
Communications Programs channels and other relevant
channels
The Marketing Budget not stated, but Budgeting method and activity cost
Communications Schedule schedule ok to be included.
and Budget
The Marketing Incomplete To be updated with Pre-resting and
Communications Evaluation outstanding post-testing activities.
Measures

24
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