Integrated Marketing Communication Strategy Development For Sok

Integrated Marketing Communications Strategy Development for Sok

Sok is a brand of Ein Natural d.o.o. founded in 2011. Sok is a juice brand. The philosophy of this brand is to produce natural juice without adding preservatives. Their motto is:

‘Nature in a glass concept’

The company's vision is to raise awareness about healthy lifestyle. The company invested in a land in the Eastern BiH and planted apple, pear, strawberry, and pomegranate trees over there. This reflects that it is a long term investment.

The core competency of Sok is that it is a 100% natural juice with no preservatives at all. On the other hand, it has its own production plant which is in a big advantage. Sok plans to translate its core competencies into sustainable competitive

With the decreasing interest of people in traditional advertising and the rising costs of television advertising, BiH is also opened to explore new media channels. As it could be noticed, there is minimum investment in the classic TV commercials. The company which has particularly been interviewed requires direct contact with the consumers. They intend to employ a communication theme which includes a single minded message, which is always welcoming. Sok will be using a single message and promote it through integrated marketing strategy. Their main focus will be to promote juice which is healthy and extracted from natural fruits that brings out the real taste to shake taste buds. Sok Juice will be available on small and big stores and would tend to capture the largest shelf space through aggressive above the line activities. Initially it will be available in all major cities of Bosnia and Herzegovina, like Sarajevo, Banja Luka, Zenica, Bihac, etc. Distribution channel will be in two ways through retailers and distributors. In order to aggressively carry out the process 2% cash discount for distributors and 4 % for retailer shall be

This paper explored an aspect of IMC in Bosnian market in order to open future research opportunities in the similar field. This benchmark research has utility since it discovers what is happening across BiH in the field of IMC so far. It can also be used as an initiative point to start a more in-depth research on similar topic. Several areas are examined in this paper: definitions guiding IMC understanding, technology and suggestions for professionals. The picture which emerges in the end shows that BiH is a transitional economy where IMC is still not adopted by marketers. Marketers are using IMC components but a fully fledged IMC campaign has not been devised by any company so far with intention of cost effectiveness and high brand awareness. This doesn’t mean that marketers are not aware of this concept. Rather, they are limited due to the current economic turmoil that the organisations are facing at large (Kent, Taylor, & Turcilo,