You need to do only three parts of the IMC Plan, they are:
1 Key marketing problem or opportunity,
2 Marketing objectives,
3 Communication objectives.
-Brand item: Full Cream Milk (Devondale) -Around 300 words for each part
STAGE 1 (client campaign planning)
Stage 1 of the IMC plan details the research, analysis and key strategic decisions undertaken in preparing your groups Integrated Communication Brief (creative brief).
1. Current Situation Analysis
1.1 Background Research and Analysis
1.2 SWOT Analysis
1.3 Key Marketing Problem or Opportunity
2. Key Strategic Decisions
2.1 Marketing Objectives
2.2 Communication Objectives
2.3 Positioning
2.4 Campaign Target Audience
2.5 Campaign Budget
2.6 Brand Personality / Character
SWOT Analysis
- Key strengths, weaknesses, opportunities & threats are derived from your research and analysis. This SHOULD NOT contain any issue / insight that cannot be traced back to the internal and external research & analyses.
- Key Strengths and Weaknesses should be derived from your Internal Analysis. Key Opportunities and Threats should be derived from your External Analysis.
- It is typical for a company to first focus on its key Opportunities and Threats before evaluating them in terms of its internal resources (Key Strengths and Weaknesses).
Key Marketing Problem or Opportunity
- Overview of the key problem your campaign aims to solve and/or key opportunity it will address.
- "In marketing, a problem is any barrier or situation that makes it difficult to achieve an objective, whether past, present, or future. An opportunity is a situation or a circumstance that can potentially give the company a marketing advantage". (Parente & Strausbaugh-Hutchinson 2015)
- Importantly, in many cases, an IMC campaign cannot solve a problem or take advantage of an opportunity. There are things that a well-run IMC campaign can do and things that it cannot do. In the event that your selected marketing problem requires more than a new IMC campaign (change to the promotion element of the marketing mix), you will also need to make changes to some or all of the other elements of the marketing mix before addressing Key Strategic Decisions.
- Any changes to the existing marketing mix need to be detailed in this section: i.e. new packaging, new distribution, new flavour / ingredients, premium pricing, line extension etc.