Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use: the AIDA model for product promotion. integrated marketing communications. transformational marketing. creative selling.

integrated marketing communications.

Explanation:

The marketing mix refers to the product, place, promotion, and price of the good or service that a company offers.

In this case, two companies merged, and will now offer a new product that results from the fusion of the previous products, in a new, larger market.

For this reason, the new merged company must use an integrated marketing communications strategy, that reaches the customers in the new market, and informs them about each of the elements of the marketing mix for the new product: the new product's price, place, promotion, and specific characteristics.