This simulation IMC plan is based on current market conditions and customer insight. We used a solid methodology in data mining to find a Great Insight and a conceptual framework of Marketing Communication in planning. We are optimistic that this planning will give both academic and practical perspectives in luxury brand-building for everyone. Made by Christofer Felix & Ni Made Radhika Rani Devi. This simulation project is NOT affiliated with Unilever. ©2020

1. INTEGRATED
MARKETING
COMMUNICATION
2 0 2 1
Moseley Enterprise
Plan for

2. Our Team
Christofer
Felix
Ni Made
Radhika Rani

3. The Background

4. Research Reviews
Akbar et. al (2020) assessed the three correlations showing
significant relationships between the constructs such that the
luxury brand behavior was correlated with
the brand image, brand trust and brand affect.
Luxury is about the creation of the extraordinary.
Luxury brands use a rich set of thematic and formal
codes to create their luxury aura and dream and enrich
their products with immaterial value. Brand usually facilitate
aesthetic immersion and the narrative transportation of the
consumer into the created fiction (Gurzki et. al, 2019)
Consumers had intentions to repurchase
luxury brand goods, when the luxury brand image
was consistent with their self-image. Further,
luxury brand–self congruity has direct effects on both
emotional attachment to a luxury brand and the perceived
level of investment made toward the luxury brand. Then,
perceived level of investment made toward the
luxury brand had a direct influence on repurchase intention of
the luxury brand goods (Kim & Joung, 2016).
Luxury brands are images in the minds of consumers that
comprise associations about a high level of price,
quality, aesthetics, rarity, and specialty
(Heine in Margariti, Boutsouki, & Hatzithomas, 2019).
IMC PLAN 2021

5. Communication Trend
BRAND
Become the agent of
goodness to deliver
relevant and
contextual messages
‘Strategi Survival Industri PR di Masa Covid-19’
by Jojo S. Nugroho, Head of Asosiasi Perusahaan PR Indonesia (APPR) at ISKI Talk Series
BRAND
Conducting
business
activities
as usual
Future Business Opportunities
Branding with empathy will be
more powerful in the future.
IMC PLAN 2021

6. CEO Business Vision
Global Trend session in Konvensi Humas Nasional 2020
by Ms. Ira Noviarti, CEO Unilver Indonesia
Unilver is always maintaing
market share position and
become the market leader
by analyzing customer's shopping
pattern & behavior.
The challenges during pandemic
cause the shift in shoppers' and
consumers' behavior. That's why
Unilever will
emphasize agility
in addressing this issue.
IMC PLAN 2021

7. Brand Index
Ice Cream 2020
Source: www.topbrand-award.com
IMC PLAN 2021
Brand Index
Walls 46.4%
Aice 18.1
Campina 17.8
Paddle Pop 7.3%
Magnum 5.2%

8. The Extention
is a line extention of
Therefore, Magnum Brand Identity & Luxury image will be transferred to Magnum Mini
and some insight may be applicable to Magnum Mini with some adjustment.
IMC PLAN 2021

9. IMC Campaign
Planning
IMC PLAN 2021
(Moriarty et al., 2019)
SITUATION
ANALYSIS
SWOT &
Problem(s)
to be solved
KEY STRATEGIC
DECISIONS
Objectives,
Targeting,
Positioning
MARCOM
MIX
Platform &
Synergy
MESSAGE
STRATEGY
Cons Insight &
Key Message,
IMC
MEDIA
Multimedia &
Multichannel
BUDGETING
Budgeting &
Scheduling
EVALUATION
Measuring
Campaign’s
Effectiveness

10. The Consumer Insight

11. InSights
Research Methods
Customer
Intercept
SocMed
Monitoring
Approaching customer in the store,
right outside the store, or somewhere on the
side- walk, and talk to them for a few minutes.
It’s a chance to get a quick read on
people’s thoughts and feelings
on a particular subject in context.
Tracking and listening to conversations
on Social Media, where consumers are sharing
their thoughts with the brand and with
each other in an effort to
uncover more meaningful insights
1 2
(Kocek, 2013)
IMC PLAN 2021

12. Key
InSights
People want to be
perceived as an
‘ARISTOCRAT’
So, they buy some
High-Image Items
to enjoy the pleasure of
Luxurious Fantasy &
build their
Perceived Identity.
IMC PLAN 2021

13. Moment &
Occasion
There's NO
special occasion,
(especially in this pandemic and
the upcoming recovery period)
People enjoy Magnum as
a Stress Reliever
in their Relaxing Moment
IMC PLAN 2021

14. The IMC Plan

15. W
S
T
O
1a. SWOT Analysis
IMC PLAN 2021
• It's a difficult time for luxury market
during the pandemic
• Lower purchasing power for food items
during the pandemic
• People are reducing their consumption of
unhealthy foods, especially high-calorie foods
• Similar product from different brands
with a lower price
• Unorganized campaign theme
• Limited variants of Magnum Mini
available in stores in Indonesia
• A higher price compared to
similar products from different brands
• Various social media platforms that enable people
to share their enjoyable/pleasurable moment
• Trends in sharing dessert creations
using ice cream
• People have more time to relax & enjoy
ice cream at home during the pandemic
• Reserach shows that chocolate is stress reliever
• Widely distributed with established
distribution channels
• Can be shared with others
• A good and stable image in customer's mind
• A long-standing international brand
• The quality for all products
are maintained the same

16. 1b. Problems to be Solved
IMC PLAN 2021
Unorganized
campaign theme of Magnum Mini
+
Luxury Market
suffers during this pandemic

17. 2a. Objectives
Increasing Magnum Mini’s Sales Volume
by 5% for Home Consumers until the end of 2021
Marketing Objective
Increasing Purchase Intention of Magnum Mini
by 35% for Home Consumers until the end of 2021
Marketing Communication Objective
▼
IMC PLAN 2021

18. IMC PLAN 2021
2b. Targeting
Age : 20 - 35 y.o.
SES Level : A & B1
Gender : F & M
Geo : Java & Bali.
Psycho- : urban lifestyle, young-spirited, active in social media,
graphy highly active, high stress level, easily bored,
care about their image, like to show themselves,
attention-seeker.

19. IMC PLAN 2021
2c. Positioning
Premium Ice Cream in smaller size
that is designed for Pleasure Seekers whenever
Using Current Brand Positioning

20. 3. Marcom Mix
AD
1
SP
2
MPR
3
SocMed Campaign #MagnumMiniHomeyHoliday Competition
Share your good & luxurious holiday wish of pleasure and do a roleplay of that, while still
Staying at Home in support of the upcoming pandemic recovery period.
Put some luxurious aesthetic photos and inspiring captions to influence hope and optimism
in supporting Indonesian pandemic recovery. Got a chance to get
the luxurious holiday package after the pandemic ends.
#MagnumCafeatHome Challenge
Create your own F&B to enjoy the pleasure and interesting activities at home with some
Magnum Mini then upload and submit your photo & recipe to Magnum Website. Also,
participants could share their glamorous creations in their own SocMed
Creative Ads, narrating a stressful,
boring, and isolated social life due to
pandemic. But, we still need to be patient
once again by staying at home to support
the recovery period for the pandemic.
You have to stay fabulous even with the
high intensity of workload at home. If you
got some stress, take a piece of Magnum
Mini. The Belgian Chocolate will reduce
your stress and the Premium Almond
also have a lot of antioxidant that will
make you stay awesome. That’s the most
simple way of how elite people maintain
their mind and mood in one bite.
Generic SocMed Ads to inform
Various Sales Promo activites
IMC PLAN 2021

21. AD
1
SP
2
MPR
3
PR Campaign #QTimeTwiceatHome
with Magnum Mini. Stress can be controlled by
regularly doing two hours of Q Time, twice a week.
Maintain yourself as something exclusive and
appreciate yourself. This way, you will be able to
stay awesome & fabulous all the time. Collaborate
with several inspiring celebrities and influencers
with a high image.
#QTimeTwiceatHome
Generic SocMed ads to build an awareness of
this campaign and to invite related
Target Audience to join our good campaign.
#BeLuxuriousatHome IG Filter. The filter will be
activated when the user smile elegantly. There will
be a golden shimmer around the face and some
shining golden rays, as if the user is something
luxurious. After a few seconds, a Magnum Mini will
appear and the chocolate will crack like a fortune
cookies, to reveal some inspiring words inside.
IMC PLAN 2021
Buy 2 Boxs of
Magnum Mini
will get
an aesthetic
premium plate or glass.
This idea
will be used
to stimulate
short-term sales
and
encourage
participants’
SocMed Photo Quality

22. 4. Message Strategy
‘Get The Luxurious Pleasure
for Your HOME’
Too much online activities are causing stress,
we need some luxurious stress reliever in our relaxing moment at home.
Furthermore, we still need to express ourself,
although you are just staying at home in this pandemic.
Remember...HOME is NOT just a place but refers more to feelings.
IMC PLAN 2021
How to Say
What to Say
▼

23. 5. IMC Media
Based on the selected Target Audience & Hootsuite Data Jan 2020*
We choose the communication channel as the following below:
79%
88% 25%
used* used* used*
IMC PLAN 2021

24. 6. Budgeting
IMC PLAN 2021
Items Cost (in Million Rupiah) M1 M2 M3 M4 M5 M6
Creative YouTube Ad
Production, Editing, Approval 1,000 ●
Display in YouTube 5,000 ● ● ● ● ●
Generic SocMed Ad of SP Activity
Design, Approval 10 ●
Display in IG & TikTok 2,000 ● ● ● ● ●
Generic SocMed Ad of #QTimeTwiceatHome
Design, Approval 10 ●
Display in IG & TikTok 3,000 ● ● ● ● ●
Budgeting set by tasks and objective method

25. IMC PLAN 2021
Items Cost (in Million Rupiah) M7 M8 M9 M10 M11 M12
Creative YouTube Ad
Production, Editing, Approval -
Display in YouTube ● ● ● ● ● ●
Generic SocMed Ad of SP Activity
Design, Approval -
Display in IG & TikTok ● ● ● ● ● ●
Generic SocMed Ad of #QTimeTwiceatHome
Design, Approval -
Display in IG & TikTok ● ● ● ● ● ●

26. Items Cost (in Million Rupiah) M1 M2 M3 M4 M5 M6
MPR
Virtual Press Conference 30 ● ●
#BeLuxuriousatHome IG Filter 50 ● ● ● ● ●
PR Campaign #QTimeTwiceatHome Influencers 500 ● ● ● ● ●
SP Activity: Premiums
Buy 2 Box Magnum Mini Get 1 Premium Glass/Plate 100 ● ● ● ● ●
MPR x SP Activity
#MagnumMiniHomeyHoliday Competition Influencers -
#MagnumCafeatHome Challenge Influencers 250 ● ● ● ●
IMC PLAN 2021

27. Items Cost (in Million Rupiah) M7 M8 M9 M10 M11 M12
MPR
Virtual Press Conference ●
#BeLuxuriousatHome IG Filter ● ● ● ● ● ●
PR Campaign #QTimeTwiceatHome ● ● ● ● ● ●
SP Activity: Premiums
Buy 2 Box Magnum Mini Get 1 Premium Glass/Plate ● ● ● ● ● ●
MPR x SP Activity
#MagnumMiniHomeyHoliday Competition 250 ● ● ● ● ●
#MagnumCafeatHome Challenge ●
IMC PLAN 2021
Total: Rp 12,200,000,000

28. 7. Evaluation
IMC PLAN 2021
Evaluating IMC Campaign based-on
The Objectives & Brand Building:
✓ Determining campaign’s impact on sales.
✓ Analyzing brand awareness that
converted to purchase intention.
✓ Doing data analytics because
this campaign will be fully digital.
✓ Measuring ROI.
(Moriarty et al., 2019)

29. Thank
You
Campaign for Consumer Product
©2020 by Moseley Enterprise