Final Project Report
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the_imc_campaign_plan_guide.pptxThe IMC Campaign Plan: Guide A PowerPoint presentation about our expectations
MKTG 410
The Purpose of the IMC Plan and this Presentation
To help you formulate a plan based on research that will guide you – or someone else – through successful implementation, leading to a happy client
Please use these slides to formulate your own IMC campaign plan – use the headings and read the content and make decisions regarding your brand, target customer and IMC campaign
What is an IMC campaign? The IMC – integrated marketing communications campaign – integrates a range of promotional mix tools to communicate the brand to the target market
The IMC process involves identifying the brand, the brand problem and the target customer, this is followed by the development of a plan and then the implementation of that plan in the five individual campaigns (traditional advertising, sales promotion, direct marketing and public relations), tracking and evaluation
The IMC Plan: Key Sections
Executive Summary
Corporate growth objectives
Analysis of promotional program situation
Communications goals and objectives
Budget determination
Overview of IMC promotional mix
Monitoring, evaluating, and controlling the IMC process
This document outlines the key sections of the IMC Plan and explains the contents of each section. After completion of the plan you will need to develop the individual campaigns (promotional mix) that comprise the IMC. Please see the IMC Template for guidelines for the Individual campaigns in the IMC. You should also refer to your textbook.
The IMC (Integrated Marketing Communications) Campaign
Public Relations
Brand
Traditional
Advertising
Internet
Marketing
Sales Promotion
Direct marketing
Corporate Growth Objectives
What are the client company’s growth objectives?
Objectives should be quantifiable (e.g. revenue and profit), realistic, and achievable within a certain time frame (up to one year)
Marketing (and IMC) objectives should be aligned with corporate objectives
Analysis of Promotional Program Situation
History: Company history, key events, brand story
Industry: Supply side trends, e.g. low carb diets, rising oil prices
Competitors: Who are they - how are they positioned in the marketplace?
Market: Demand side trends - who are the customers for this brand?
The data gathered here is presented using the: SWOT Box, Ansoff’s Product-Market Matrix, Target Customer Profile, Marketing Audit, Brand Analysis
The SWOT Analysis: Where are we now, where do want to go and how are we going to get there?
| Strengths (internal) | Weaknesses (internal) |
| Opportunities (external) | Threats (external) |
Ansoff’s Product-Market Matrix
Ansoff’s product-market matrix—this planning tool helps organizations evaluate growth opportunities
Penetration
Market Product Development
Market Development
Diversification
The further the organization moves from the core business and competencies, the greater the risk
An IMC campaign designed to achieve growth in a new marketplace with a new product (Diversification) will require a significant investment
By contrast, where opportunities exist in the current market with current products to increase market share (Market Penetration), the investment required should be lower and should involve pursuing more customers who are similar to existing customers, and encouraging existing customers to purchase more products (or services)
Objectives should always be quantifiable, realistic, and achievable within a certain time frame
Marketing objectives should be measured in terms of market share or sales, and the IMC Campaign will be designed to accomplish this
Ansoff’s Product/Market Matrix: Identifying Marketing Objectives
| New Products | Product Extension | Diversification |
| Existing products | Market Penetration | Market Extension |
| Existing Markets | New Markets |
Competitor Analysis
Who are our direct and indirect competitors?
What key benefits and positioning are used by our competitors?
What does their marketing mix look like relative to ours?
Specifically in relation to the Promotion Analyses,
What is their big idea?
How big is their promotional budget?
What message and media strategies are being used by competitors
What does their packaging, labeling and brand image look like
Competitor Matrix
| Company A | Company X | Company Y | Company Z | |
| Target Market | ||||
| Product | ||||
| Price | ||||
| Place | ||||
| Promotion |
Customer Analysis: The answers to these questions help you build a target customer profile
Who buys our product or service?
Who makes the decision to buy?
Who influences the decision to buy?
How is the purchase decision made?
What needs must be satisfied?
How much do customers spend on our product?
Why do customers buy a particular brand?
Where do they look for the product?
Where and when do they buy?
What are customers attitudes to our product?
What demographic factors impact the purchase decision?
What social factors influence the purchase decision?
Does lifestyle impact the purchase decision?
How do customers perceive our product?
Target Customer Profile
Demographic characteristics:
Lifestyle:
Buying patterns, consumer decision making process, usage rates, total spending on product category:
Audit of Current Marketing Program
Marketing roles and responsibilities
Brand description and brand concept
Description of current brand promotion or IMC campaign
Brand Problem
Brand Analysis: Identifying the Unique Value Proposition and Unique Selling Points
| Current | New | |
| Product/service offered: | ||
| Competitive advantage: | ||
| Brand name (e.g. Nike): | ||
| Brand term (e.g. Just do it): | ||
| Symbol (e.g. Swoosh): | ||
| Functional benefits (basic benefits relating to performance – e.g. Nike – a good quality shoe): | ||
| Emotional benefits (benefits that make the customer feel good – e.g. Nike – makes you feel fit and healthy): | ||
| Symbolic performance (benefits that signify meanings like status to others – e.g. Nike - I am an athlete): | ||
| Brand concept (essence of the brand – e.g. excellence in performance): |
Communications Goals and Objectives
What is the big idea the IMC will convey, the reason why the target customer should buy it ? (e.g. Staples – “Easy”)
Think about AIDA (creating awareness, interest, desire and action)
Communications objectives should be measured in terms of (only select a few):
Increase customer awareness and curiosity
Change beliefs and attitudes
Influence purchase intention
Stimulate trial use
Convert one time user to repeat purchaser
Switch brands
Increase sales
Brand loyalty
Budget Determination
Identify the budget required to fund the program and explain the choice
What do you generally expect each area of plans will cost for your new plans?
Objective task
Share of market/share of voice
Overview of the Promotional Mix
Brief statement of the direction of the IMC campaign and each individual campaign that comprises the IMC campaign: advertising, Internet marketing, direct marketing, sales promotion, public relations campaigns
What message strategies will be deployed – you may want to use several of these:
Promote brand recall
Link key attributes to the brand name
Persuade the customer
Instill a preference
Scare the consumer into action
Change behavior by inducing anxiety
Transform a consumption experience
Situate the brand socially
Define the brand image
Monitoring, Evaluating, and Controlling the IMC process
How will the IMC campaign be monitored – what techniques can be used to track progress for the entire campaign and individual media deployed (advertising, internet markeyng, direct marketing, sales promotion, public relations)
How will success be evaluated?
What controls are necessary?
Read the BOOK, it gives lots of methods!
Final points
The IMC plan is probably the most difficult part of this assignment – it requires you to make a series of decisions based on a brief analysis of the current situation
Please set up a document with all of the headings and work through each section systematically – you are aiming at a 2-3 page document (although figures may expand the size of the document)
Remember this is a draft and you can go back and add more content later - Your grade will be determined by how well you have mapped out your IMC plan - is it complete? - does it all fit together to deliver a coherent brand message?
