...This proposal provides the general architecture and set of strategies to consider for the first of two phases for rolling out the National Plan for Action to achieve health equity. This memo reflects what staff at the Office of Minority Health believe would help the federal government effectively release the National Plan for Action (“the Plan”) and draw sufficient attention to it from the key audiences and partners it seeks to mobilize and engage. The launch, now set for late September, is an initial step in a coordinated, strategic process over the course of 12 months to release this long-awaited roadmap, and to energize public and private stakeholders who ultimately will need to implement it. Through this initial launch in Washington D.C., OMH hopes to achieve the following goals: • Raise awareness about the Plan, particularly among key groups (OMH’s diverse partners) that have played a role in developing and championing it over the past two years; • Spur a wide distribution of the report among broad national stakeholder audiences, to mobilize interest and action; and • Generate excitement among the community of organizations and advocates that work on disparities-related issues about the significance of the federal government issuing the first comprehensive roadmap for achieving health equity in the United States. General Structure The launch date is still tentative but OMH is shooting for release either on September 20 or September 27, 2010. The...
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...Table of Contents Summary | 3 | Questions and Answers | 4 | Relationship to Concepts | 9 | Primary Research | 10 | Secondary Research | 11 | Bibliography/References | 12 | Summary Mr Owen Jefferson who’s a production engineer at a small manufacturing plant came across a business idea while fixing his wife Cuisinart Food Processor. He thought, by enhancing the performance of the processor and adding up more features to the product he will be able to sell the product for $25 less than the currently popular model, which intrigues him to invest in his own project for that he approached his relative who has a small appliance factory. Since Mr Owen Jefferson wife is quite happy with her product so he’s sure that there is a demand for his product. Questions/Answers Q1. Would you recommend without any further investigations that Mr Jefferson invest his life savings in this project ? Why yes – or why not ? 1) According to our group, Mr. Jefferson should go ahead with his idea. There are several points to support this but one that truly matters is that he has the experience of working in a consumer product related field i.e. being a production manager .It can come handy because before starting any business one must have knowledge and information about the market. Knowing what the consumer wants is the biggest treasure a manufacturer can have and Mr. Jefferson feels that way. There is a risk of failure because his product is going to compete...
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...|n09, rue de Timgad Hydra Alger Algérie |Née le 15 Octobre 1980 à Alger | | |Tél. : 00213 555 99 60 13/00213 770616745 | | | | | |Email : rosa.bouneb@hotmail.com | Rosa BOUNEB |Expérience professionnelle |Décembre 2009 à ce jour Groupe Hasnaoui (Sony, Bosch) | | |Marketing Manager : | | | | | |Centralisation de toutes les activités marketing et communication ; | | |S’assurer de la bonne exécution des plans marketing et promotionnels ; | | |Superviser son équipe quant à l’implémentation du plan marketing ; | | |Contrôler la gestion du suivi du budget marketing afin d’être en ligne avec le plan marketing et le budget alloué ;| | |Développer et superviser l’implémentation...
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...Johnny Cupcakes is a small company with fantastic vision. The decisions that have been made thus far seem to have all been good but the brand could make some changes that could make it even better. One way this can happen is by expanding and getting the brand name out to more of the public, especially the target market (trendy young adults). There needs to be more ways for people to connect with the brand and to make them feel like they are a part of it. Johnny Cupcakes is a unique brand and so are the people who will become cult followers. They are looking for edgy, fresh products that will make them stand out. There needs to be more ways to draw them in and to get inside their heads. This will be the key to more sales and expansion of the brand. Situational Analysis Target Market • • • • • • Gender: Men and Women Age: 18-25 Education: High school + HH Income: Less than $30,000 Single with no children Urban trendsetters The target market for this category are young adults who want to stand out in the crowd. They are the saavy, urban, trendsetters who have their own original style. They enjoy pop culture and have a sense of humor. Often they are very involved in the music scene and enjoy many different genres, especially artists that are up and coming. They are the cult followers. Anything that is different from the norm and looks at...
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...Marketing communication plan Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999). Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999). Marketing Communications Plans consist of the following vital elements: Context analysis Promotional objectives Marketing communications strategy Promotional mix (methods and tools) Budget schedule Evaluation and control (Fill, 1999). When writing marketing communications plan it is important to: 1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other...
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...Contents Introduction 2 Marketing communication concepts 2 The evaluation of IMC practice of BWM i8 in United Kingdom and United States of America. 4 1) BMW i8 target market in UK and US: 4 2) The key messages of BMW 5 3) An examination of the marketing communications tools and media used 8 Advertising: 9 Sales promotion 11 Direct marketing & personal selling 11 Public relations 11 4) Similarities and differences of the marketing communications in UK and US. 11 5) How the communication activities are helping BMW 13 The key challenges of practicing IMC of BMW: 14 1) The key issues impacting upon BMW’s IMC: 14 2) Measurement of level of IMC evident: 16 Recommendations on further use of the tools/media 18 Conclusion 19 References 20 Appendices 26 Appendix 1: Planning and Implementing of IMC 26 Appendix 2: Factor impacts on customer’s purchasing in UK 27 Appendix 3: Factor impacts on customer’s purchasing 27 Appendix 4: Levels of IMC 28 Appendix 5: Four pillars of IMC 28 Introduction This paper provide an overview about the integrated marketing communication of BMW Corporation for the BMW i8 model in the United Kingdom and the United Stated. In those markets, the BMW i8 is considered as the first car that revolutionized in utilization and release values of a sport car. The purpose of the paper is to give information about the strategies of BMW in order to announce the BMW i8 to customers...
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...Effective communication is the foundation of IMC. As its been defined in this course, IMC is a communications process for planning, creation, integration, and implementation of diverse forms of marcom delivered to a brand’s targeted customers and prospects. The main goal of an IMC camping is to influence and affect the behavior of the target audience. These two base concepts of IMC can be applied in our everyday life. Personally I believe that I will rely on what learned in class to make sure that I deliver my messages in a precise and constructive way. For example, I believe that gaining knowledge and understanding of your audience is an extremely important aspect in life. Once we truly understand and know our audience we can structure the delivery of our messages in a way that will not only facilitate the reception of its contents but will also affect the behavior of the receiver. Therefore, I consider audience research to be a key aspect of my learning for this course. At the beginning of this course my main goal was to develop a broad understanding of IMC and its techniques. I can positively say that I feel like I have accomplished this goal. This accomplishment occurred in different stages and though different channels. Personally, I found the various research papers and marcom papers that were assigned by the instructor...
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...Case study analysis on JUST US! CAFES SUBMITTED TO: - SUBMITTED BY:- Dr. D.D Swain Ajay Pratap Singh Professor (Marketing) PGDM 2012-2014 INTRODUCTION Just Us! (JU) Café is the leading Fair Trade (FT) coffee cooperative, wholesaler and retailer in Nova Scotia, Canada, and United States. JU vision is “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all their stakeholders”. JU core differentiation is selling FT and organic model which is social and environmental responsibility, premium quality. As FT market is growing, JU is looking for expanding its current business or developing a new product line to maintain current market share. Meantime, they facing challenges from having compete with several big brands (ie such as Starbuck, Mcdonald, Kraft who also introduce the FT certified coffees, or Rainforest Alliances certified coffees) and small coffee shops to retain its brand recognition of its customers who request an unique and appealing products. Following are the results from this paper: 1. Market for coffee and tea is in growing, which encourage Just Us! to invest more to expand their market share, compare to sugar and cocoa. 2. Our target segment is mostly those young and educated, say college...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why. Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. ...
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...The Yellow Papers Series Are you publishing using social media? Just stop. We think it’s time for a new approach. Are you publishing using social media? The Yellow Paper Series 2 Our advice is to STOP. While many marketing organizations have embraced social media as an additional outbound marketing channel, they aren’t quite seeing the results they were hoping for. We think it’s time for a new approach. Has your organization ventured into social media marketing? Have you set up a Twitter account? A Facebook fan page for your offering? Or have you posted some YouTube videos? Are you brainstorming ways to add new fans? Tweeting “exclusive offers”? Shifting your staff around in order to support these new efforts? And do your social media efforts feel like an “add-on” — yet another time-intensive activity on your already overwhelming marketing task list? Our advice is to STOP. Stop and rethink your approach to social media with a new perspective. Rather than focusing on being on more sites, adding fans or getting comments, instead zero in on ideas for engagement, influence and activation — and that all-important lever, trust. Are you publishing using social media? The Yellow Paper Series 3 Eric Weaver, Director of Digital Strategy DDB Canada, is a digital marketing veteran who has helped major brands build and extend their marketing efforts using digital and social channels. Since starting his marketing career in 1991 at America Online, Eric has provided...
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...Market - the place where offer and demand meet. Marketing - set of actions used by organizations to influence public behaviour they depend on. The value of a product is linked to consumer perception: the consumer believes he will get an experience that is worth the money. Perceived value -> Experience -> Satisfaction -> Preference Understand the market –> Adapt to the market -> Better influence the market Types of Market: Company, Reference, Generic, Induced (print ink), Captive (limited competition) Market Analysis: Size of the market, Demand analysis, Competitor Analysis, Environment Analysis (political, economic, social, technological), SWOT Consumer behavior is made of i) consumer needs and expectations, ii) consumer purchasing process. Knowing consumers’ needs and expectations is the best way to successfully market products (demand and supply meet). Knowing the purchasing process they follow and the way they make choices in a given situation is the best way to make them purchase a product. Variables that influence purchasing process: * Risk analysis (financial, psychological, physical, functional) * Implication: importance given by consumer to the purchasing decision * Experience: is consumer used to buying this product * Situation/environment Purchasing Process: Problem Identification ->Information Research ->Evaluation-> Decision Most of the markets are heterogeneous: expectations and behaviours of...
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...countries globally. Staying ahead of the changing needs and trends, making toys and games consistently relevant to customers. Constantly refresh products to keep kids to keep them engaged, involved and enthusiastic. Modernizing products all the time. • Through better communication and relationships with their trade customers, they are able to produce promotions which are more applicable to consumers and they can plan on an ad hoc basis. • They bundle product offerings – i.e. same item but packed out differently, so don't compete head on in price and Bundling comes at a higher cost. • They target the tweens and offer different products - options after POS available e.g. Video Now. • They do a lot of merchandising through integrated marcom – TV, print, coupons. • They focus on true global marketing instead of multinational marketing. Marketing to international markets. Product can be developed faster with fewer revisions. Design team within their international markets. • They are intimately engage customers to understand their needs to engage new customers. • They develop products from the inception stage to streamline with what is available locally. • They promote not just through brick and mortar store but through their online website. • Try to be everywhere, thru a variety of channels. They bring the products to where consumers are, whether through Grocery stores, Toy stores, Drugstores or Wholesale clubs. • Merchandising: How products are displayed...
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...|MKTG 3596 - Integrated Marketing Communications |Instructor: Charles F. Byers | |Lec. #94665 |Office: Lucas Hall 216W | |Santa Clara University |Phone: 408-310-9244 | |MBA Winter 2014 |E-mail: cbyers@scu.edu & byers.charles@ yahoo.com | |Meeting Times: Sat. – 8:30 – 11:15 p.m. |Office Hours: Sat. 11:15 a.m. – 12:15 p.m. or by appointment | |Meeting Place: Lucas Hall 307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct...
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...> DR. Son : - It is our responsibility to discipline our students. Do it in your respective classes. – Those handling 1st year subjects should give more activities , assignments, CBT works, library works . – Should require textbooks and to bring them during classes. – Should have re orientation of 2nd year and 4th year cadets as well as the faculty re: Demilitarization , flag ceremony. – Should have re orientation & to invite Mr. Ely Abella re: Grading system. – Instructors to minimize late & tardiness. Should report to class on time. The following concerns were also discussed: – OIC Catalan stressed out that he was given Marcom subject this semester which in fact he knows nothing about the subject .Mr. Nadela, Mr. Mabitad & some other instructors requested that there should be a training on GMDSS and it should be done as soon as possible. And it is also suggested that it can be done here in Cebu for 10 Saturdays. Prepared by: Mayet K. Gloria Maritime-Document Custodian UCLM Noted by : Capt. Samuel A. Echin...
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