Ah Huat White Coffee – Integrated Marketing Communication Plan
Content Page 1. Background Research & Analysis…………………………………………………………………………………......3 2.1 Background of Ah Huat White Coffee…………………………………………….…………….………..….3 2.2 Internal Research & Analysis…………………………………………………………………………………3 2.3 External Research & Analysis.…………………………………......................................................................4 2.4 Consumer Behavior Analysis…………………………………………………………………………………5 2.5 Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication Benefits……………………………………………..………………………….………........9 5.10 Achieve Top of Mind Awareness ……………….……………………………………………….………….10 5. Communication Objectives…………………………………………………………………………………………...10 6.11 Category Need……………………………………………………………………………………………….10 6.12 Brand Awareness……………………………………………………………………………………………10 6.13 Brand Attitude & Preference……………………………………………………………..………………….11 6.14 Brand Purchase/Action Intention ………………………………………………………………………...…11 6. Positioning…………………………………………………………………………………………………………….11 7. Campaign Target Audience …………………………………………………………………………………………..12 8.15 Creative Targets….. …………………………………………..……………………………………….........12 8.16 Buyer Behavior …………………………………………………….......………………………...................13 8. Brand Character & Personality…………………………………………………………………………….………….14 9. Campaign