Integrated Marketing Comunication

Only available on StudyMode
  • Download(s) : 44
  • Published : March 27, 2013
Open Document
Text Preview
IMC PLAN
by Daniela Stolk

Table of Contents
1.0 2.0 Executive Summary Promotion Opportunity Analysis 2.1 2.2 2.3 2.4 3.0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44

Corporate Strategies 3.1 3.2 3.3 3.4 3.5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation

4.0

Integrated Marketing Communication Management 4.1 4.2 4.3 4.4 IMC Objectives IMC Budget Agency Selection Internet Website

5.0

IMC Objective One – Consumer 5.1 5.2 Marketing Budget - Consumer IMC Methodologies – Consumer 5.2.1 Advertising - Consumer 5.2.1.1 5.2.1.2 5.2.1.3 5.2.2 Advertising Budget Creative Brief - Consumer Advertising Design

Consumer Promotions

3

5.2.3 5.2.4 5.2.5 5.3 5.3.1 6.0

Personal Selling - Consumer Sponsorship Programs Database Programs Sample Media Schedule - Radio

45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 71 72 73 75 76 77 78

Media Plan

IMC Objective Two – Distribution 6.1 6.2 Marketing Budget - Distribution IMC Methodologies 6.2.1 Advertising - Distribution 6.2.1.1 6.2.1.2 6.2.1.3 6.2.2 6.2.3 6.3 Advertising Media Budget Creative Brief - Distibution Advertising Design

Trade Promotions Personal Selling - Distribution

Media Plan

7.0

Strategic Planning 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 Company Background Mission and Vision Statement Goals and Objectives Product Review SWOT Analysis SWOT Matrix Marketing Mix Strategies Management Team Industry Research

8.0

Corporate ID 8.1 8.2 8.3 Letterhead Envelope Business Card

4

9.0

Advertising Campaign 9.1 9.2 9.3 9.4 9.5 9.6 9.7 9.8 9.9 3 Ad Series TV Story Board Radio Script Press Release Direct Mail Piece Banner Ad Billboard Poster POP Exhibit

79 80 83 86 87 88 90 91 92 93

5

1.0 Executive Summary

1.0 Executive Summary
The following is an integrated marketing communications plan designed for HOLA Jewelry. This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement. Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living in the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products. Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage distribution channels to carry our products in order to be able to increase market share, sales volume and to build customer traffic. HOLA’s target market for the consumer segment is males and females between the ages of 1835, who represent middle to high-class status and who can afford to buy jewelry. This segment is directed primarily to Hispanics. It is a huge and dominant market that gives us the opportunity to be targeting to this specific market for the first launch in order to later infiltrate into different

7...
tracking img