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IOARP Journal of Management and Leadership

Integrated Marketing Communication Strategy: Launching a Beverage Product in South Asian Markets


Yousaf Raheel


This paper provides an integrated marketing communication strategy for launching a beverage product in Pakistan. Context analyses conducted as part of this study include internal and external analysis, business analysis, stakeholder analysis, and customer analysis. In context of marketing communication strategy, this research includes SMART marketing communication objectives, a detailed discussion on considerations in developing marketing communication strategy, a comprehensive strategy to achieve marketing communication objectives, and discussion on the mechanism of controlling and evaluation of marketing communications plan. It is important to highlight that although in this work, a focus has been placed on the consumer market of Pakistan, due to socio-cultural and demographic similarities between the countries in South Asia, this strategy will prove equally effective in India, Bangladesh, Afghanistan, Sri Lanka, Maldives, Nepal and Bhutan.

Marketing Communication Strategy, Situation Analysis, Marketing Communication Plan, SMART Objectives

IOARP Journal of Management and Leadership
Volume 2
Issue 1, March 2017
31 March 2017
IOARP Journal of Management and Leadership (JML)
15 April 2017
1 - 9
GDL-JML02-001
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