Identify the IMC Tools

Lion Nathan in conjunction with BMF have used the following IMC Tools:

- Advertising

5 Seeds have used advertising in the form of print media creating a poster for their product with the “Not as sweet as you think” slogan on it. This advertisement is as cheeky as there online advert however it does contain both forms of their cider and is a clear and simple representation of their brand and current slogan for their campaign. They have created this ad in order to target a larger audience in order to continue raising awareness about the new cloudy apple flavour as the product is in its growth phase of its life product life cycle having been released in September 2011.

-       - Internet marketing

Internet marketing is a large area of 5 Seeds IMC strategy as it looks to include the use of new and varied mediums of media. As 5 seeds have a target market of 18-24 year olds this IMC tool is an effective way to reach this audience as they are seen to be tech-savvy.

5 Seeds has used the Internet in different ways including its YouTube channel to release digital videos on, a Facebook page to raise awareness and promote their product and also a Twitter page. These three formats are also used to distribute any new information about the product or its brand and also to gain customer feedback whilst providing a two-way form of communication with the 5 Seeds brand in the form of replies on social media websites.

- Consumer based sales promotion

Cleverly the internet is also where 5 Seeds chooses to run its consumer based sales promotion in the form of an offer for a “Free 6 pack of new 5 seeds cloudy apple with any 6 pack purchase of 5 Seeds crisp apple” jus by liking their Facebook page. This is a clever way to promote the brand and spread awareness of the product by offering a simple yet effective offer for any of the 800 million active users of Facebook.

Whilst the first two forms of media used for this campaign are low-involvement for consumers the last however is a high involvement two-way communication avenue for consumers that allows them to interact with the brand which can often lead to greater consumer satisfaction.