...Running Head: IMC PLAN IMC Plan The Message Strategy Message strategy is a process of determining persuasive appeal that is most appropriate with the target audience. Key points those should be covered in the message strategy are as follow: Execution of IMC message: To execute the message, the message strategy plays an important role. Message should have unique promises to attract the prospect target audience (Anderson & Vincze, 2006). For an effective message execution, most appropriate media like online, broadcast and print media will be selected that will cover the target audience. These media channels have different tools like TV, radio, newspaper, internet etc. All these tools will be used in a critical manner to ensure the execution of right message at right time to right people in right manner. Purpose of IMC Message: The purpose of the message is to achieve IMC objectives. IMC message will be focused to increase customer base. It will persuade the target audience to purchase the products and services (Anderson & Vincze, 2006). Rationale appeal will be used to attain the objective of this message. This message will target the buying needs of the target audiences. Description of Target Audience: Effectiveness of IMC program is based on the target audience to whom message will be transmitted. IMC message will be focused on specific target customers like younger and children group (Anderson & Vincze, 2006). The message...
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...Integrated Marketing Communications Plan for Axe Brand Universal Oil, Singapore Bachelor of Business (Marketing) - 7th Intake, Semester 3, Class C Ng Yu Yan S3352246 Low Li Ping S3352005 Pong Xu Leng S3352305 Tan Jian Sheng S3352375 Tan Jit Hao S3352378 Date: 18 September 2012 XOXO, AXE OIL XtraOrdinary Table of Contents EXECUTIVE SUMMARY 5 1. Situational Analysis 7 1.1. Internal Analysis 7 1.2. External Analysis 7 1.3. Competitors Analysis 8 1.4. SWOT Analysis 9 2. Marketing Opportunity 9 3. Marketing Objectives 10 4. Positioning 10 5. Communication Objectives 11 5.1. Category Need 11 5.2. Brand Awareness 12 5.3. Brand Attitude/ Preference 13 5.4. Brand Purchase/ Action Intention 13 6. Campaign Budget 13 7. Campaign Target Audience 14 7.1. Brand loyalty 14 7.1.1. Target audience profile 14 7.1.2. Non-Brand Loyal Users 14 7.1.3. Creative Targets and Behavioral Sequence Model 15 8. Creative Brief 16 9. Creative Strategy 16 9.1. Single Minded Proposition 17 9.2. Packaging 17 9.3. Brand 17 9.4. Creative Idea 18 9.5. Executional Mandatories 18 10. Media Strategy 18 10.1. TV Advertisement 18 10.2. Website Enhancement 19 10.3. Social Media 20 10.3.1. Facebook 20 10.4. Print Advertisement 20 10.4.1. Today Newspaper 20 10.4.2. 8 Days Magazine 21 10.5. Point of Purchase (POP) Advertising 21 11. Other IMC Activities 22 11.1. Out Of Home (OOH) Advertising...
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...Executive Summary This report will provide several research findings and discussion of large scaled organizations utilizing integrated marketing communication tools whilst measuring the environment (context) that they operate under while providing several suggestions of improving their communications to parties internally and externally. There this group is consisted of 3 members and the chosen industry and organization for this report is gaming consoles; Microsoft Xbox. While conducting our research on the context of the industry and Microsoft Xbox, several marketing tools were used to acquire this information. With the utilization of Asteroid Tabulation, we were able to acquire supporting information on consumers. This information would involve the use of the Roy Morgan surveying data base. By conducting marketing research through the use of Asteroid and Roy Morgan resources the group was able to determine and observe formalities, and purchase and consumer behaviour of the customers. Other areas of context of the gaming console industry were analysed, one of the areas included the way Microsoft Xbox has communicated to prospective customers and current customers. In terms of marketing perspective; we will discuss the ideologies and perspective Microsoft Xbox are communicating to their customers. A situation analysis is also conducted in terms of the environment Microsoft and other gaming console company’s face. As competitors also determine the behaviour of how a corporation...
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...Basic Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Retail communication planning Retail objectives • The primary objective is to build store traffic. • Retailers also use advertising to: – attract new customers – build store loyalty – increase the average sale – maintain inventory balance – create a sense of urgency Copyright © 2012 Pearson Education 1 8 -5 Retail communication planning Retail targeting • The first concern is geography. – Where do my customers live? – How far will they drive to visit my store? • The next concern is consumer taste. – Offers, merchandise, and advertising messages...
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...Introduction In 1946, Tide was launched by a US company named Procter & Gamble (P & G). In 1949, Tide has successfully established itself as an international brand. They have a range of products which includes household detergent such as Tide Liquid, Tide Powder and many more (Procter & Gambler 2012). Besides, Tide was not just another laundry product; it is recognized as the washing miracle. It was the first heavy-duty synthetic detergent which revolutionized from the traditional laundry soaps as it does not leave the clothes stiff and dry. Tide has successfully changed the way families did their laundry. This innovation of using synthetic compounds has greatly reduced the time and effort consumers spent while doing their laundry (American Chemical Society 2007). Tide captured more than 30 percent of the laundry market in the early 1950s and therefore emerged to be the top selling detergent (Back to EurekAlert! 2006). 1 Situation Analysis According to Lamb et al. (2012), situational analysis includes SWOT analysis that affects the performance of an organization. Organizational resources such as financial resources, production costs, marketing skills, technology, employee capabilities and brand image should be taken into consideration. Environmental scanning is also essential as it affects the organization’s future as it can help in identifying market opportunities and threats. Additionally, PESTLE analysis will be conducted to analyze the relationship between...
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...Fresh Fed Cafe is a new modern fast food restaurant, that offers a fresh and healthy food menu. We are looking to make our mark on the world by taking the concept of a fast food restaurant and putting our own spin on things. Fresh Fed Cafe is a family friendly chain of restaurants that is compete with efficient service and a at home dinning experience. We strive to deliver great tasting food at fair prices while making Fresh Fed Cafe the country’s best fast- healthy food restaurant. Menu Fresh Fed Cafe will provide a breakfast menu that includes things such as egg white, turkey sausage and low fat cheese sandwiches on whole gain bread. Multi-grain pancakes, fresh french toast, baked hash browns, scrambled eggs, other healthy meat options, fresh fruit, and fresh muffins are guaranteed to fill your stomachs. We also offer a selection of lunch and dinner entrees that include items such as fresh hand made 93% lean beef hamburgers. Grilled chicken sandwiches are served on whole grain buns and served with our oven baked fries that have 80% less fat. We will have a selection of deli sandwiches and wraps that are made to order. Our beverage choices will include sodas that are made with pure cane sugar and naturally sweetened fruit juices. We will also offer personal pan pizzas, something that has not yet been done within the fast food community. Target Audience Our target audience are families, people who live to maintain healthy eating in their life, and people who are...
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...Chapter 2: Current Marketing situation/ Market analysis Competitive analysis: -Reminiscence Reminiscence is a home based edible arrangements business located in Guyana and owned by chocolatier, Indra Mekdeci. It was founded in December 2011 and provides customers with delicious high quality, artistically designed fruit bouquets and gifts that are practical and healthy. Reminiscence’s main goal is to bring people together by allowing friends and families overseas to add joy to any occasion by gifting the bouquets to family in Guyana. The bouquets that are made include truffles that are made from scratch, fresh fruits, Belgian chocolates and premium imported strawberries. Today, Reminiscence also offers to customer’s fresh flowers and the option of customizing bouquets. Reminiscence has an active website and Facebook page. Its Facebook page has over 5000 likes and numerous reviews from customers which are mainly good. Their Facebook page features three apps, which outline how to order, what the business is about and the products they offer however all orders must be done on their website or through telephone. Their products and prices are as follows: PRODUCT | PRICE | Apple cinnamon truffle box | $17.50 – $47.50 | Appreciation basket | $28.00 – $65.00 | Assorted cheesecake stuffed chocolate strawberries | $25.00 – $75.00 | Berry sunshine basket | $85.00 | Blooming birthday bouquet | $90.00 | ...
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...Comcast IMC Plan: Sales Promotion: Comcast has the best promotions in mind like sweepstakes, games, gift-with-purchase, events, and customer loyalty programs are all examples of promotions that, if executed properly, can gain great rewards. Internet: Comcast is a well-known brand that offering one of the fastest Internet connections you can find. They have an extensive fiber optics network making uploading and downloading files easy. Comcast also wants their online consumer’s to experience a safe one so they have a set of security tools for their protection. Benefits of Comcast High-Speed Internet Benefits you can expect from your Comcast Internet order: • you can download movies faster, pictures, and large files with no problem • Gamers can play their games with minimal to no lag time • software security provided will keep your computer virus free • Several e-mail accounts • great cable Internet service at an affordable price Advertising: Comcast Spotlight is an advertising sales division of Comcast Cable which helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-platform marketing solutions to reach audiences most effectively and efficiently. Specialties Comcast offers online, on-site, on-demand advertising opportunities to businesses large and small. Packaging Strategies: Comcast’s packaging strategy is to bundle and save ordering cable service, internet and phone...
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...MCS*3620*02 Integrated Marketing Communications Plan Nokia Lumina 1020 November 28, 2013 Table of Contents Executive Summary………………………………….Situation Analysis…………………………………… Market Analysis………………………………. Market Environment…………………………..Consumer Analysis……………………………Competitor Analysis………………………….. Blackberry………………………………... Apple……………………………………… Samsung………………………………….. HTC……………………………………….. Product Analysis: Nokia Lumia 1020…SWOT Analysis………………………………………Marketing Strategy………………………………….Marketing Objectives…………………………Marketing Strategies………………………….. Basis for Segmentation…………………. Target Market…………………………… Positioning……………………………….. Competitive Approach…………………..Target Audience………………………………Proposed Budget………………………………Communication Objectives…………………...Overall Creative Strategy……………………..Creative Executions…………………………... Social Media……………………………... Experiential Marketing…………………. Sponsorship………………………………. Personal Selling…………………………. Television Ad……………………………..Media Strategies………………………………Activity Schedule……………………………..Plan Assessment & Closing Recommendations……Bibliography………………………………………….Appendix……………………………………………... Appendix 1: Tables…………………………… Appendix 2: Images…………………………... Appendix 3: Definitions……………………… |...
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...|Southern States Communication Association | |Integrated Marketing Communication Plan | | | When: May 6, 2011 Time: 3:00 p.m. Location: University of North Carolina Wilmington Communication Studies Department Leutze Hall 125 Studio via video TABLE OF CONTENTS I. The Consumer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 A. Target Buying Incentive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 B. What is the key customer insight? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 C. What do the customers want that they are not getting now?. . . . . . . . . . . . . . . . . .4 D. Which would best achieve the IMC goal: message, incentive, or both? . . . . . . . . 5 II. Does the product or service fit the group? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 A. What is the reality of the product or service? . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 B. How does the customer perceive the product or service? . . . . . . . . . . . . . . . . . . .10...
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...MCS 3620: Marketing Communications IMC Plan Report Group 7 November 27th, 2014 Table of Contents Introduction…………………………………………………………………………………Page 3 Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis TOWS Analysis……………………………………………………………………………..Page 5 Marketing Objectives………………………………………………………………………..Page 7 Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach Target Audience……………………………………………………………………………Page 11 Proposed Budget…………………………………………………………………………...Page 12 Overall Communication Objectives………………………………………………………..Page 13 Overall Creative Strategy…………………………………………………………………..Page 13 Creative Execution………………………………………………………………………....Page 15 Media Strategies……………………………………………………………………………Page 18 Activity Schedule…………………………………………………………………………..Page 21 Plan Assessment and Evaluation…………………………………………………………...Page 22 Bibliography………………………………………………………………………………..Page 23 Introduction Tesla was created in 2003 in the Silicon Valley by a group of engineers including current CEO, Elon Musk. They created the first fully electric vehicle and then released the Model S in 2012 which came to market as the first fully electric luxury vehicle. The Model S can drive 426 kilometers on a single charge. Tesla tapped into a market that is still expanding and growing with more and more...
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...Target Audience Our major target audience in the IMC plan is the students in different faculties at University of PEI. Based on our group members’ personal experience and simple surveys we made, our group estimated the whole students at UPEI need to print out more than 3,000 papers of average 50 pages at total in one single semester. This is a big market, whose value exceeds $150,000 per year, for any printing businesses. Syntrak, however, has seldom reached this market segmentation before. We recommend Syntrak to enter this market is because students want to print their papers in superb layout and high quality with a competitive low cost, and that requirements exactly match what Syntrak is offering. The other major reasons we make efforts to reach these target audiences are the large demand in this market and the market’s potential long-term relationship with Syntrak. Syntak’s revenue in 2013 was around $284,200, but the value of the whole market at University of PEI is projected to be more than $150,000 per year. Admittedly, Syntrak does not have the capability to occupy that whole market at the moment, but even a small portion of this market could generate remarkable revenue for Syntrak. Secondly, Syntrak has outstanding reputation among its existing customers, and it does have great competitive power. This can be proven by its high customer retention (around 90%). On the other hand, UPEI is a substantial market for printing business; its printing demand will...
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...Banana Republic IMC Shayla Mallett June 20, 2015 Jonathan Brill MKTG-522 Executive Summary Banana Republic has a brand problem. It is falling by the wayside. Banana Republic needs to be renewed and evolve to the ever changing consumer environment. With this IMC plan Banana Republic will rise to the top again and become a top competing brand in the retail clothing industry. Through some research we have established an IMC that will bring about ultimate success for Banana Republic. We will start by the creation of a new branch of Banana Republic with a new target market that seems to have a lot of control and power these days on what is trendy and what isn’t. This market is what I would consider the young professional group, consisting of both males and females that are in the stage of their life where they have either graduated high school, in college, or graduated college and are starting their own lives. The IMC plan suggests the creation of the new brand Banana Republic Young or better know as BRY. Like mentioned it will cater to the young professional group and we will reach them through multiple ways. We will reach out to them through magazine, TV, radio, internet, and through our public relations to rebuild a better brand of Banana republic and to make what was once a very successful company successful again. Introduction Banana Republic was founded in 1978 by Mel and Patricia Ziegler in San Francisco California and is a subsidiary of The Gap (Banana Republic...
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...1) In the early stage, costing system was viewed as a method of accounting that used various techniques to assign costs to particular cost objectives, e.g. the cost to perform an activity, produce a product or render a service. W.B. Lawrence stressed the importance of accountants becoming familiar with cost accounting in his 1930 text because even then, “the modern factory occupies more space and employs many more workers than did the factory of a generation ago”. In 1940, John Blocker recommended in his text additional uses for cost accounting in other industries, such as construction, mining, utilities and nonprofit organizations. He believed that all of these businesses needed to consider that the costing in different departments within a company could be controlled through cost accounting. Even in the 1960’s accountants and system designers developed cost accounting to do more than measure performance. Cost accounting was an integral part of planning and control in businesses. After that, the concept of activity-based costing (ABC) was introduced in the US, initially in the manufacturing sector during 1970s and 1980s. Robert Cooper and Robert Kaplan brought the ABC concept to light and published the body of knowledge in the Harvard Business Review in 1988. Cooper and Kaplan defined ABC method as an approach to solve the problems of traditional cost management systems; that is, the conventional cost accounting systems are often unable to identify correctly the true...
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...Corporate Growth Objectives Royal Purple is a name that is synonymous with performance, having hundreds of products serving all things that need lubricated it should be in every household. While that goal is a little over the top we need to press to have the Royal Purple family of products in every high performance car, and in every consumer vehicle possible. The first step in this is what kind of growth we need to achieve in order to ensure that Royal Purple once again becomes a regonized necessity within the racing community. Currently you have a market saturation rate of 35% or the racing market and 4% of the average commuter market. The goal for this campaign is going to be an increase of 100% resulting in a 70% saturation in the racing community and a 8% saturation in the commuter market. This goal is very achievable and will be push for from day one through every viable means available. This will also give the business an opportunity to increase revenue giving way to a few more options as far as marketing the product and making it available to all. I expect to see a 50% increase in revenue at the completion of this campaign due to the suffering nature of the brand as it sits today. This increase will allow for more aggressive forms of advertising as well as bringing in more experts to the workforce. Analysis of the Promotional Program Situation Currently Royal Purple employs many different forms of promotion and has done well with these. I feel that a...
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