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Integrated Marketing Communication Assignment (IMC)

   

Added on  2020-04-01

20 Pages4428 Words749 Views
Running Head: Integrated Marketing CommunicationIntegrated MarketingCommunication
Integrated Marketing Communication Assignment (IMC)_1
Integrated Marketing Communication 1Executive summary The report talks about the Edgell Brown Lentills, a company who deal in the manufacturing of the coffee beans. The company launched its new product that is Rendang Beans; this product is market by the Edgell. The report shows the IMC strategy that is used by the company for creating the awareness of the product in the market. It includes the function that the company is using to enhance the awareness about the product and creating a brand position in the market. Creative strategy is must for the company to attract the target towards the new product. The report also includes the creative execution, advertisement appeals, execution framework that is must to promote the ads. The final part of the report talks about the media strategy and plan that is used by the company to attract the potential customers.
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Integrated Marketing Communication 2ContentsExecutive summary.........................................................................................................................1Introduction......................................................................................................................................3IMC strategy....................................................................................................................................4Functions integrated for synergy.................................................................................................4Breakdown of IMC function............................................................................................................5Selection of function....................................................................................................................5Role of each function...................................................................................................................5Creative strategy..............................................................................................................................7Major selling argument................................................................................................................7Big idea........................................................................................................................................8Creative execution...........................................................................................................................8Advertisement appeals...................................................................................................................10Execution framework.....................................................................................................................11Media strategy...............................................................................................................................12Media schedule (Plan)...................................................................................................................13Evaluation......................................................................................................................................15Conclusion.....................................................................................................................................16References......................................................................................................................................17
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Integrated Marketing Communication 3Introduction This report is the second part; the first part is based on a development of a new IMC plan for Edgell Brown Lentills. This IMC plan helps the company in improving the sales and maintainingthe sustainability in the market. The report of Part A talks about the Situation analysis, positioning and the development of the IMC plan. This part B includes the IMC plan strategy that the company needs to follow to enhance the sales of the company (Belch, Belch, Kerr, and Powell, 2014). The new product is the Rendang Beans that is marketed by Edgell. The target market comprises of urban areas as well as rural areas, age group of 12-45 years. The target country for this new product is Turkey and Sri Lanka because here the customers like to eat dietary products. The SMART objective of the company discussed in part A says that the company needs be specific to the product they are going to launch; the time of launching the new product needs be measurable for the company. The marketing needs to be properly done by assigning it to the team; in marketing, the team will perform the task with the use of integrated marketing communication. The company will launch the new brown lentil canned product in the market considering the proper timeframe.
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