I please need you to follow what my professor wrote below .I will talk about 20 min.
Final Project Guidelines:
- Choose a company, brand or initiative you would like to develop an IMC plan for. Once it is chosen, you CANNOT change it.
- Executive Summary – The executive summary should include a concise statement of the problem, a short summary of the major points arising from your analysis, and the major recommendations from your analysis including total cost of the proposed plan.
- Current Situational Analysis – involves the examination of the firm’s ongoing market situation. o Company and Product History
- § Product Background
- § Past Advertising Themes
- § Significant environmental (legal, social, etc) influences. (first phase: governmental but you have to look if there are any social influences)
- § Relevant Marketing Data (Sales, Market Share, etc). (first phase) o Product Evaluation
§ Comparison to direct and indirect Competition. (listing their main competitors) in terms of how do customers perceive the different brands in the market, their creative themes and marketing efforts and the product features.
- § Consumer Perceptions and Satisfaction
- § Retailer Perceptions
o Consumer Evaluation
§ Demographic Profile (occupation, marital status, education, age, gender, etc.)
§ Behavioral Profile (consumption level and situation, where is it used, attitude toward product, loyalty)
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) – It is a
structured planning method used to evaluate the strengths,
weaknesses, opportunities and threats involved in a project or in a
business venture. It includes
the problems and unique features of the
Phase Two: Due Wednesday, November 16, 2016
- Marketing Objectives – Establishes targets such as higher sales, an increase in market share, a new competitive position, or desired customer actions. Marketing objectives are paired with key target markets.
- Target Market – Specifications for the campaign that you are designing or evaluating in case it is a sub segment from the original segment. o Demographics o Psychographics o Behavioral
o Buying situation § Purchase occasion § Benefits sought
- Marketing Strategies – These are based on the marketing objectives and target market. These strategies apply to every ingredient in the marketing mix and include all positioning, differentiation, and branding strategies. o The Marketing Mix § Price § Product
o Brand Positioning
§ The location you want to occupy in customer’s mind § What you want the customers to perceive on you
§ The image you want to convey to your customers
o The USP (Unique Selling Proposition).
- § It should be ONLY ONE USP
- § Make a proposition (offer) to the consumer. What’s in it for me? Why should I buy from you?
- § A proposition that competition either can’t or doesn’t offer or if it exists it can be defended.
- § It has to be very strong to move the consumers towards your brand.
• Marketing Tactics – Based on the strategies, marketing tactics guide the day-by-day activities necessary to support marketing strategies.
Phase Three: Wednesday, December 7, 2015 (Last day of class; will present PowerPoint)
o Creative Brief – also known as the creative strategy. This document is prepared to guide in the production of an advertising campaign or for a specific commercial.
§ The objective
• Based on USP (Campaign Theme)
§ The target audience § The message theme
- Promotional Appeal (Rational vs. Emotional)
- Execution Technique (Factual Message, Comparison, Slice of Life, Fantasy, etc.) § The support § The constraints o Types of Promotion
§ Digital Marketing
§ Social Media
§ Alternative Marketing § Database Marketing
§ Direct Response
§ Personal Selling
§ Sales Promotions
§ Public Relations
o Advertising Schedule
o The Promotion Budget
§ Affordable method § Percentage of sales
§ Competitive promotion budgeting § Objectives and tasks
• Evaluation of Performance – how will you determine if the IMC was successful or not
NOTE: You will turn in the entire IMC plan via hard copy and PowerPoint Presentation. The presentation should be no longer than 20 minutes.