Here is my question: It's about IMC planning process

If I was assigned the task of launching the Green Tea Kit Kat brand in my own region, how would I begin to frame the IMC? How would I identify your key target market, position the product, and establish my marketing objectives?

Here is my case:

"Kit Kat has slowly grown since 1990s to become Malaysia's No. 1 chocolate brand. Kit Kat manages to differentiate itself from strong competitors such as Cadbury, Cloud 9, Snickers, Van Houten, and others to capture both young and old demographics, who equally enjoy it as a light snack. However, responding to the ever-changing consumer lifestyles and consump- tion trends that affect its position in the market, Nestl recently introduced Kit Kat Green Tea to attract a bigger target market, particularly students, young adults, those who are active in sports, as well as professional working adults who are always busy try- ing to meet their deadlines. Nestl knew that the green tea flavor and aroma would be something very new to most Malaysians, who mostly prefer sweet confectionery products. It thus adopted the idea of using the image of a Japanese-inspired break, the need for relaxation to refresh and energize while enjoying a healthier version of the classic chocolate bar. Hence, to achieve their marketing objectives, its popular "Have a break" tagline is featured in all Kit Kat marketing campaigns, from media advertisements to packaging, due to its impact on public awareness. In addition to the original Kit Kat tagline, Nestl has also developed a new one for Kit Kat Green Tea, encouraging consum- ers to have a "Japanese-inspired break," specifi- cally highlighting the product's unique features. Kit Kat's latest campaign in Malaysia, called "Jalan-jalan breakers," was designed to show how Kit Kat can give consumers a "break" from their daily activities. Consumers can use the hashtag "#JalanJalanBreakers and #mybreak" for a chance to win Kit Kat and Kit Kat Green Tea backpacks and share-bags. Nestl also introduced Kit Kat Green Tea through its Facebook and Twit- ter page by posting interesting advertisements from their current fans on the new product, which can further update and generate public awareness. In line with this, Kit Kat chose influential Malaysian YouTuber Jared Lee to act in its video advertisements. However, on-pack promotions are rather limited for Kit Kat Green Tea as it is a newly launched product. The latest on-pack promotion they have is the collaboration with supermarket Giant, in which they offer vouchers for a trip to Japan, a PlayStation, and shopping. Nonetheless, more IMC programs need to be used to expand acceptance of Kit Kat Green Tea among consumersgreen tea is not a very popular item in Malaysia. The power of advertising on TV and radio should not be underestimated either; these are still the most powerful media in many Asian countries."