Integrated Marketing
Communications Plan: Just Veg
Student Name
Institutional Affiliation
Course Name and Code
Executive Summary
• Fresh snack alternative with health-driven
positioning
• Goal: 20% sales growth in 3 months
• Multi-channel strategy ensures message
consistency
• Measured by recall, engagement,
conversion, sales
Introduction
• Challenge: unhealthy snack dominance in the
market
• Goal: TOM recall and 20% sales rise
• IMC ensures consistent, persuasive messaging
• Leverages health trends and behavioral
psychology
Target Market Segments
• Segment 1: Health-conscious adults, ages 25-
45
• Segment 2: Parents of school-age children
• Segment 3: Performance-focused, functional
eaters
• Peak snacking: mid-morning, mid-afternoon
targeting
Consumer Insights
• 78% read nutrition labels before buying snacks
• Vitamin benefits affect purchasing decisions
heavily
• Nutrition visibility influences buyer confidence
• Snacking patterns shape advertising scheduling
opportunities
Unique Selling Propositions
• High freshness with long shelf-life packaging
• Excellent source of fibre and Vitamin A
• Functional nutrition supports immune
health
• Combines convenience and health for
professionals
Competitive Landscape
• Competes with major snack brands: Frito-Lay
• Processed snacks dominate market space
• Price-based competition from fresh produce
brands
• Limited shelf space favours big names
Media Strategy Overview
• Four media channels selected strategically
• Includes social, influencers, billboards, in-
store
• Unified messaging across all consumer
touchpoints
• Focus on cost-effective, high-reach
platforms
Social Media Campaign
• Platforms: Instagram, Facebook for visual
engagement
• Emphasise vibrant product photos and
recipes
• "Fresh Nutrition On-The-Go" campaign
theme
• $35K budget for 3-month campaign
Influencer Partnerships
• Focus on mid-tier influencers (50K-250K)
• Includes nutritionists, moms, wellness
professionals
• Personalised briefs ensure authentic
endorsements
• $60K total influencer partnership investment
Outdoor Advertising
• Large digital billboards in high-traffic areas
• Bright visuals with short, bold messaging
• CTAs and QR codes included
• $100K investment for strategic billboard
placements
In-Store Displays
• Custom refrigerated units in premium
stores
• Header signs highlight key health benefits
• Sampling boosts in-store trial and
engagement
• $100K allocated to retail execution
Campaign Timeline
• Awareness: weeks 1–4, social and outdoor
• Engagement: weeks 5–8, influencers and
display
• Conversion: weeks 9–12, offers and
retargeting
• Phased rollout ensures sustained impact
Closing Summary
• IMC strategy drives awareness and brand
preference
• Combines freshness, health, and snack
convenience
• Multiple touchpoints reinforce unified
messaging
• Measurable KPIs ensure ROI tracking
Bibliography
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Garcia, R. and Jones, T. (2022). 'Retail Display Effectiveness for Fresh Produce Categories', International Journal of Retail Marketing, 34(1), pp. 76–92.
Garcia, R. and Wong, S. (2022). 'Market Growth Patterns in Functional Foods and Nutritional Snacking', Food Industry Economics, 15(4), pp. 201–218.
Hawkes, C. and Harris, J. (2017). 'Price Sensitivity and Value Perception in Healthy Food Categories', Journal of Consumer Research, 44(6), pp. 578–593.
Johnson, P. and Smith, R. (2022). 'Health-Conscious Consumer Decision Making: The Role of Nutritional Information in Purchase Behaviour', Journal of Consumer Psychology,
32(2), pp. 145–162.
Keller, K. L. (2016). 'Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?', Journal of Advertising, 45(3), pp. 286-301.
Market Research Future (2023) Snack Food Market Research Report - Global Forecast till 2027. Boston: MRFR Publishing.
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128.
Percy, L. and Rosenbaum-Elliott, R. (2021). Strategic Advertising Management. 6th edn. Oxford: Oxford University Press.
Roberts, K. & Patel, S. (2023). 'Trust Factors in Influencer Marketing for Consumer Packaged Goods', Digital Marketing Quarterly, 12(1), pp. 23–41.
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