First Phase of an Intergrated Marketing Communication Plan

Topics: Brand management, Brand, Fashion Pages: 10 (2504 words) Published: May 12, 2013
1. Introduction
Purpose of report
The purpose of this report is to illustrate the first phase of an intergrated marketing communication plan modified for an umbrella Description of product
This umbrella called the Naesst, named after the great Norwegian philosopher Arne D.E Naess, is new because it is made of first of a kind ecology friendly fabric, that have never been used in the manufacturing of any umbrella before. This auto open and close portable umbrella has a 60 inch wide canopy made of flame retardant and water repellent fabric supported by removable bamboo struts. It is a wind tunnel tested umbrella equipped with patented air vents for increased stability and is also made of a double rib frame that can withstand 40 to 50 miles per hour winds; therefore, it provides the best protection against the harsh weather elements that an umbrella can offer. The umbrella is exclusively available in Naesst green, an inimitable color, specially made to satiate the most discerning tropical islands explorers’ taste for quality and fashion. Naesst is a new company whose factory is located in Fordsburg, Johannesburg. The umbrella is only supplied to selected tropical gear retail stores around Gauteng province, although the company is optimistic about supplying other South African provinces and hopefully Southern Africa with time.

The tangible and intangible attributes of the umbrella are listed in the table below: Tangible elements| Intangible elements|
Design| canopy| Value| Naesst will bring the tropical islands and exquisite fashion taste to your home| Performance| Simply fashionable and multipurpose| Brand image| simply fashionable with a multipurpose umbrella| Components| Flame retardant and water repellent canopy.Bamboo frame and partented air vents. | Image of stores where sold| The best quality providers of tropical gear| Size/Shape| 60 inch canopy| Perception of users of the brand| Social acceptance| Price| R450| | |

Outline of the plan
The following plan includes:
* Brand associations
* Key benefits and unique selling points
* Logo and tagline
* Competitor review
* Consumer analysis
* Segmentation
* Targeting
* Positioning strategy
* Geographic location
* Conclusion

2. Internal analysis
Brand associations
The knowledge of consumers’ personal values on brand image perception can be of interest to brand managers, as these factors can be used to formulate more successful brand image formation strategies (Salciuviene, Ghauri & Mockaitis, 2009). A brand is a unique name or symbol whose purpose is to solely identify the goods or services of a seller and to differentiate those goods or services from those of the seller’s competitors (Ghodeswar, 2008). Naesst manufactures an umbrella with unique ecology friendly fabric. It is the company’s primary concern to be a leader in preserving the global ecosystems without compromising the fashion and quality of products obtained from them. The firm wants to bring a feel of the tropical islands to its customers, giving them an umbrella as a fashion statement, at the same time reminding them of the importance of preserving the global ecosystems.

Key benefits and unique selling points

The Naesst is a unique product in the umbrella market because it is the only umbrella found in Naesst green color. It is also a multipurpose flame retardant and water repellent umbrella. Its removable bamboo struts frame and Naesst green air ventilated canopy are not only used for showing off a fashion sense and for protection from harsh weather elements, but, the umbrella can be dismantled and be used as a nest to provide temporary portable shelter to endangered tropical creatures that may be discovered by tropical islands explorers.

Naesst’s unique selling point is based on the umbrella’s exclusive attributes. This is also reflected in the company’s popular phrase “The ecology friendly Naesst green...
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