Part 1: Marketplace Situation Analysis (4 pages)

Analyze the internal and external influences of the integrated marketing communications (IMC) of your Coke (soda) product. Analysis should include the following:

Internal Analysis: Relative strengths and weaknesses of the brand, IMC and promotional organization and its capabilities, previous IMC and promotional programs, brand image

External Analysis: Customer behaviour analysis, Competitive analysis

Environment Analysis: What are the marketing mix implications (context of 4 Ps) of your marketplace situation analysis for your brand/product strategy and the development of your IMC plan?

Part 2: Target Market

1. Explain how profiling the current target market of a brand can assist in identifying segments and selecting segment characteristics that can help to create IMC messages and media selection that reach a targeted prospect segment.

2. From your target market, select and describe two target market segments for your brand/product. Describe each segment separately by using the five types of segmentation variables discussed in your textbook.

3. Identify the two most important consumer characteristics for each of the target market segments. Explain how the brand links to these particular characteristics.

Part 3: SWOT Analysis (1 page)

1. From the information analyzed in Parts 1-2 above, summarize in point form the external opportunities and threats and internal strengths and weaknesses of your brand.

2. To complete the SWOT analysis, prioritize it for your brand/product.

Part 4: IMC Objectives

1. Based on the prioritized SWOT analysis findings, develop three specific IMC objectives to guide the development of your IMC plan.

2. For each objective, articulate whether it is a communication or behavioural objective and provide the rationale for selecting this type of objective.

3. Explain how each of these objectives evolved from the marketplace situation analysis, the target market, and the prioritized SWOT Analysis findings.