Pamper Imc Research

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MMC
 500
 De
 La
 Salle
 University
 Manila
  1
  Pampers
 –
 Integrated
 Marketing
 Communication
 Plan
 

 
 

 
 

 
  Submitted
 by:
 
  Monaliza
 De
 Jesus
  Abigail
 Fidel
  Raphael
 Sta.
 Cruz
  Nicco
 Joselito
 Tan
 
 
 
 
 
 
 
 

 
 

De
 Jesus,
 Fidel,
 Sta.
 Cruz,
 Tan
 

 
 

MMC
 500
 De
 La
 Salle
 University
 Manila
  2
  Pampers
 –
 Integrated
 Marketing
 Communication
 Plan
 

 

Table
 of
 Contents
 
ABSTRACT
 .....................................................................................................................................  3
  SITUATIONAL
 ANALYSIS
 ................................................................................................................  4
 
Headlines
 ...............................................................................................................................................................................................  4

  Competitive
 Landscape
 ...................................................................................................................................................................  4
  Category
 Data
 ......................................................................................................................................................................................  5
 

SWOT
 ANALYSIS
 ............................................................................................................................  7
 
STRENGTHS
 .........................................................................................................................................................................................  7
  WEAKNESSES
 ......................................................................................................................................................................................  7
  OPPORTUNITIES
 ................................................................................................................................................................................  7
  THREATS
 ...............................................................................................................................................................................................  8

 

KEY
 STRATEGIC
 CAMPAIGN
 DECISIONS
  ..........................................................................................  8
 
Objectives
 ..............................................................................................................................................................................................  8

  Target
 Audience
 .................................................................................................................................................................................  8
  Brand
 Position
  ...................................................................................................................................................................................  10
  Communication
 Strategy
 ..............................................................................................................................................................  10
  Campaign
 Strategy
 ..........................................................................................................................................................................  12
  Media
 Objectives...
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