Integrated Marketing Communication Report

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  • Topic: Google, London, London Heathrow Airport
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  • Published : November 16, 2012
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Integrated Marketing Communication Report

Contents

Executive summary …………………………………………………………..2

Situation analysis ...…………………………………………………………..3

Objectives ………………………………………………………………………5

Strategy …………………………………………………………………………6

Tactics …………………………………………………………………………..7

Action ……………………………………………………………………………9

Control …………………………………………………………………………..12

Reference ……………………………………………………………………….14

Appendices ……………………………………………………………………..15

Executive Summary
Spoonfed is a web-base business, by providing free service to user who interested in London events. Events included gigs, clubbing, arts, comedy, theater and festivals.

Spoonfed sees the growth on leisure economy which is going to expand its business scope and increase company profile by launching a campaign in the Olympic game 2012 London. Spoonfed current target is student within London and now moving towards tourists. The campaign will launch from July to August.

Throughout the report, It follows a SOSTAC structure and the key things from the report are as follow: * Spoonfed has a budget of £100000 for the campaign
* Spoonfed main target groups are student in London
* Communication tools such as Google ads and Facebook Ads etc * Main objective is to capture the hearts and minds from students and tourists.

Situation Analysis

Spoonfed was launched in 2007 and was first aimed in university students. They provide a free service to their customers and it basically like Google business model. Spoonfed is now at the business stage of that selling the advertise space to other companies to target Spoonfed’s audience in order to generate revenues. Under Spoonfed’s business model, there is a future plan, not yet realized, which was to offer subscription version advertising free. However, it has been delayed due to the 2008 recession and the slow recovery. Spoonfed’s business scope is to concentrate on the event in London and recently focus on 250,000 students within London. At this year, it is the time to focus on a specifically target market which named tourist due to the Olympics taking place in London.

“Things to do in London?” is Spoonfed’s slogan which is a guide to London events, such as gigs, live music, clubbing, theatre, exhibitions and London venues. As the description above, we can clearly define Spoonfed as an information search firm. Their businesses are more focus on help people find out what different things can be do, place to stay in London or travelers tend to visit in London. Spoonfed is an online publishing, technology company based in London that hosts web-based services and products.

There are four aspects that can use to analyze the customers: numbers, types, value drivers, and decision process. In the initial years, Spoonfed was focus on student in London. According to the market research shows because now leisure economy became one of the fastest sectors, and people spend over 450 million pounds to going to the theatre, it means Spoonfed has the potential opportunity target more students included the undergraduates and graduates. So it is clearly indicated that the number of the Spoonfed’s customers will be more than 250000, because the more and more people would like to go to the theatre or other events. It has good impacts of increasing customers for the Spoonfed.

Since Spoonfed provides users with detailed events information within London, the type of the customer is that student in London. In addition, value drivers of Spoonfed’s customers, actually, values driver means solids raising the value of products or services through improving the perception of one projects and getting the competitive advantage. Moreover, it can be increasing the customer satisfaction to get the competitive advantage and improve the perception of one project. When comparing with other similar website, Spoonfed can give the depth information for the customers because of the narrow geographical. Therefore,...
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