Integrated Marketing Communications Plan

Section

Maximum points(

Your points

PART 1: This part sets the foundation for making your recommendations; including the product’s current budget, creative, and media strategies. Your concise analysis, based on research you’ve done, clearly identifies what your chosen product’s marketing mix is. It also needs to list 3 measurable communications objectives for the upcoming 12 months. Part 1 should not include definitions or skip parts of the template without a clear rationale for why it was necessary to do so. All your sources need to be correctly cited in the bibliography.

· Appropriateness of product to analyze-topic and sources due end of second week

0 - 1

1

· Description of three product levels (core, actual product description & augmented).

· Type of product (physical, social, individual, etc.)

· Type/ role it plays in consumer’s life (convenience, shopping, specialty or unsought) and rationale.

0 - 1

· Description of competitive position (market leader, challenger, follower or nicher) compared to at least 2 competitors.

· Compare at least 2 competitors and your product with their positioning, pricing, advertising used and vulnerabilities.

0 - 1

· What is the current product’s value proposition (is it more for more, more for less, etc)

· How does your product differentiate itself from competitors’ value propositions, etc

· How does it develop lifetime value for its identified target audiences.

0 - 1

· Identification and characteristics of at least 3 primary target(s) market, such as geographic, demographic, education levels, occupations, etc.

· Remember targets need to be accessible, measurable, profitable and distinguishable from each other..

· Type of marketing strategy it currently uses (undifferentiated, differentiated, concentrated or micro marketing.

0 - 1

· Detailed discussion of primary target markets buyer decision behavior process (complex, dissonance-reducing, habitual or variety-seeking buying behavior, etc.

0 - 1

· Identification of your product’s brand strategy and rationale (is it national, global, local, etc.) Does it have brand equity, etc.

· Is the brand well presented on the packaging and advertising

· What is the product image and positioning versus its competitors?

0 - 1

.

· Identification and discussion of which one of the 4 lifecycle stages (introduction, growth, maturity, decline) your product is in & where it should be.

· What are the features and benefits of the product?

· Which of the adopter category is your product in (innovators, early adopters, early or late mainstream or lagging adopter) and your rationale for it.

0 - 1

· Identification and discussion of channel design (what it looks like – vertical, etc.).

· Value delivery network distribution strategy (intensive, selective or exclusive)

0 - 1

· Development of multiple MEASURABLE communications objectives based on buyer readiness stages (at least 3 objectives). You must be able to clearly understand when and how each objective will be measured, such as %, from x to x growth number, what time frame, etc.

· What issues could impact the attainment of these objectives?

0 - 4

..

· PP presentation’s ability to communicate clearly, including deletion of plan instructions, Title slide, Table of Contents required for part 1, uses accurate marketing terms, no typos or incorrect grammar, follows style guide, Bibliography w proper citations, and submitted by the deadline.

0 - 2