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

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