Marketing Essay

1514 words - 7 pages

The Course Project:
An Integrated Marketing Communications (IMC) Campaign Plan

The Course Comprises 4 Deliverables:

Week 1: Topic Proposal Form
Week 4: Course Project Outline
Week 7: Final Report
Week 8: PowerPoint Presentation

The 4 Key Objectives of this Project:
1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis
2. Application of marketing concepts associated with the marketing mix, branding and communications
3. Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?)
4. Presentation of your work in clear, ...view middle of the document...

Follow the process presented in the Week 1 lecture carefully. Give extensive thought to your topic proposal this can be downloaded from DocSharing, and complete this in week 1. Use the brand analysis document to gain an understanding of your selected brand. Work on gathering data and map out your ideas for the Week 4 deliverable the Course Project: Outline. The outline should help you determine what you know and where gaps still exist. This document will guide you through to successful completion.

Brand Analysis |
Brand Problem: | |
| Current | New |
Target Customer | | |
Product/service offered: | | |
Competitive advantage: | | |
Brand name (e.g. Nike): | | |
Brand term (e.g. Just do it): | | |
Symbol (e.g. Swoosh): | | |
Functional benefits (basic benefits relating to performance – e.g. Nike – a good quality shoe): | | |
Emotional benefits (benefits that make the customer feel good – e.g. Nike – makes you feel fit and healthy): | | |
Brand concept (essence of the brand – e.g. excellence in performance): | | |
Brand Identity: | | |
Physique – tangible form, sound, smell, color, feel | | |
Personality - character | | |
Relationship – what is exchanged, shared | | |
Culture - the system of values represented by the brand | | |
Reflection – what is the aspired image? | | |
Self-image – what is the image of actual customers? | | |
The Written Report
You should include the following sections in your written report:
Executive Summary
Introduction
IMC Objectives
Market Analysis
Communications Strategy Plans
* Traditional Media
* Internet
* Direct Marketing
* Sales Promotion
* Public Relations (PR)
Conclusions

To expand, the content of each section should address the following:

IMC Objectives (Quantify)
Identify the brand and the principle objectives of the campaign and quantify where possible:
* Attract new customers
* Retain existing customers
* Branding objectives
* Marketing and corporate objectives

Market Analysis
A detailed analysis will provide the specific details for decision-making:
* SWOT
* Segmentation and Targeting
* Positioning
* Product/Service
* Customer Profile
* Marketing Channels

Communications Strategy Plans
Listed here are the typical options available that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:
* Traditional Media
* Internet
* Direct Marketing
* Sales Promotion
* Public Relations (PR)

Communications Schedule
Using a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur – including:
* Launch dates
* Key events

Budget and Evaluation
Develop a list...

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