Question: We have created a new taste for Coca Cola. How should we evaluate and track it to ensure the effectiveness of our IMC strategy

The Coca-Cola Company has developed a new flavour, Vegemite, which is almost the most famous symbol of Australian food culture.

Our Marketing Objectives

We plan to increase online sales growth by 1.2%, sales to $1.65 million in 5 months. The new product will enhance the market share in Australia, compare with Pepsi, Schweppes, and Milo.

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To ensure that our IMC strategies are effective, we will be tracking and evaluating customers in our strategic cycle for six months. If the desired outcome is not achieved after six months, we will look into developing new strategies. Campaign tracking is crucial to show us how far we are from our target success and for a better understanding of why the campaign is not able to achieve its desired outcome, allowing us to adjust to more appropriate strategies. As we will be using social media channels to promote Milo 50% Less Sugar, social media managers will need to use tracking Things to track: 1. BrandAwareness 2. Brand Perception 3. Customer purchase intention 4. Brand Recall Tracking measures: 1. Branded search on Google 2. Total web page clicks to Fairprice / Cold Storage webpage on Milo Drinks after watching our TV and Youtube advertisement 3. Paper questionnaire after product purchase 4. Facebook engagement metrics

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The tracking technique that Lacto-Free will be using is getting Customer Feedback through surveys because customer's experience is what we care the most. Lacto-Free can get in touch with users or customers indirectly through online email. We can ask some questions regarding our brand item by sending emails to customers. We should run it once every month and collect the feedback at the end of every month. After collecting all the feedbacks, we should adjust our marketing plans and strategies according to the feedbacks we collected so that we can improve in the future. To give an instance, if customers complained about the price of our brand item, we should try to adjust and lower down the price to satisfy our customers.