Imc Project on Magnum

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Magnum is pure indulgence. From the first bite you will experience the ultimate pleasure of quality cracking chocolate and exquisitely smooth ice cream.

MKTG1266 Marketing Communication

LIST OF TABLES
TABLE 1: SWOT ANALYSIS OF MAGNUM
TABLE 2: EVALUATION OF COMPETITORS
TABLE 3: CAMPAIGN BUDGET
TABLE 4: TARGET AUDIENCE
TABLE 5: CREATIVE TARGET
TABLE 6: BEHAVIOURAL SEQUENCE MODEL

LIST OF FIGURES
FIGURE 1: PARTITIONING DIAGRAM
FIGURE 2: WORD ASSOCIATIONS OF MAGNUM
FIGURE 3: MEDIA SCHEDULE AND COST CALCULATION

TABLE OF CONTENTS
1. SITUATION ANALYSIS
1.1 INTERNAL ANALYSIS
1.2 EXTERNAL ANALYSIS
1.3 SWOT ANALYSIS

2. IDENTIFICATION OF MARKETING PROBLEM OR OPPORTUNITY……………….

3. MARKETING OBJECTIVES

4. POSITIONING

5. COMMUNICATION OBJECTIVES
5.1 CATEGORY NEED……………………………………………………………………… 5.2 BRAND AWARENESS……………………………………………………………… 5.3 BRAND ATTITUDE/PREFERENCE………………………………………………… 5.4 BRAND PURCHASE/ACTION INTENTION…………………………………………..

6. CAMPAIGN BUDGET

7. CAMPAIGN TARGET AUDIENCES
7.1 BRAND LOYALTY
7.2 BEHAVIOURAL SEQUENCE MODEL

8. CREATIVE STRATEGY
8.1 KEY BENEFIT CLAIMS
8.2 THE BIG IDEA
8.3 BRAND AWARENESS AND BRAND ATTITUDE

9. MEDIA STRATEGY
9.1 MEDIA SCHEDULE AND COSTS
9.2 MEDIA CHOICES

10. OTHER IMC ACTIVITIES
10.1 EVENT MARKETING I
10.2 EVENT MARKETING II
10.3 PUBLIC RELATIONS
10.4 VIRAL MARKETING

11. EVALUATION AND CONTROL

12. REFERENCES

13. APPENDIXES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G
APPENDIX H
APPENDIX I

1. SITUATIONAL ANALYSIS

1. Internal Analysis
The resource capabilities of Wall’s Magnum are large because it is an international and renowned brand equipped with strong financial and manpower capacities. Its parent company, Unilever, is a very well established consumer goods company in Singapore. Many Unilever products; Hygiene, personal and nutritional care have household awareness status, with the brands becoming an indispensable part of Singapore homes’ daily life.

Manpower
In this highly competitive market, Magnum chooses to work with different brand teams and agencies to offer versatilities so as to capture long-term attention from the customers. Magnum launched its integrated campaign called “World of Pleasure” which set grounds to promote their latest product: Golden Hazelnut Magnum. Branding and creative consultant Sinkid, a Singapore boutique integrated communication agency which provides a spectrum of capabilities rising from advertising, design, public relation and marketing communications services, is behind the success of the campaign. Sinkid has created successful awareness campaigns such as ads, teaser events and direct mail invitations to build audiences’ anticipation for Magnum’s products.

2. External Analysis
Political Government Restriction

➢ Non-denigration
Advertisements of Magnum should not unfairly attack or discredit other ice cream products from rivalries such as Hagen Daaz directly or by implication.

➢ Non-exploitation of goodwill or intellectual property Advertisements are inclined to have a comparative advertising which make use of competitor’s branding, name or logo. The advertisement should not utilize their competitors’ logo and take unfair advantages of other similar brands’ goodwill earned through their advertising and promotion campaigns.

➢ Non-imitation
Originality is the key in all advertising ideas. Advertising and marketing campaigns should be as original as possible without any similarity to competitors’ identity such as their style, colors and statement, in order not to mislead the consumers. Magnum is identified for its distinctive luxurious smooth brown and gold color with a unique slogan of “For...
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