Integrated Marketing Plan Case Study

This document presents a case study outlining an integrated marketing communications (IMC) plan for a hair care product line targeting young women and girls aged 14-19. The plan details the target audience, communication and marketing objectives, marketing mix (product, place, price, promotion), budget allocation, and methods for evaluating the outcome. The communication objectives focus on positioning the brand as a leading hair care provider by communicating affordable services, informing clients about healthy hair practices via social media, and building positive community relations. The marketing objectives aim to increase annual revenue by 15% within six months, increase weekly customers by 30% within three months, and establish a 30% online presence among salon clients. The marketing mix includes mild shampoos, conditioners, styling products, and a tonic shampoo for damaged hair, with a focus on local distribution initially and affordable pricing. The promotional strategy emphasizes social media and TV advertising. The plan also includes methods for evaluating the success of the communication and marketing efforts, such as tracking website traffic and comparing revenue from previous years. The conclusion emphasizes the importance of understanding the target audience's needs and values to effectively promote the product range.

Integrated marketing plan
Case study
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[Company name]
[Company address]

INTEGRATED MARKETING COMMUNICATIONS PLAN
Target Audience
The target audience for hair care product is women and young girls between the ages of 14 to 19.
These young girls are college and school going and depend on their pocket money. This target
group do not prefer expensive products as they solely rely on their pocket money. These young
girls want cheap and effective hair care products helping them groom their looks. These girls are
like reading fashion magazine and spend time on social media and aspire hair like leading
fashion models at affordable price.
Communication & Marketing Objectives
The scope of the project is to create an IMC plan for positioning the company with as leading
hair product brand in the area (Yeshin, T., 2012). The underlined objectives will be beneficial in
narrowing the scope.
Communication objectives:
For position the brand as leading hair care products, the following must be set as communication
goals:
 Communicating with the target audiences regarding the inexpensive services
 Informing clients about various healthy hair care practices using social media
 Developing community relations for building positive reputation.
Marketing objectives
The organization aims to gain high awareness resulting in high sales. The marketing objectives
for this range of hair products will be (Holm, O., 2006):
 15% increased annual revenue by the end of the six months.
 Increasing the weekly customers by 30% within 3 months
 Establishing online presence for engaging 30 % of the salon clients.
Marketing Mix
 Products
The hair care products include mild shampoos, conditioner, styling products. A tonic shampoo
will also be introduced for the girls who have damaged hair due to excessive heat. Organic
styling serum and gel have also been introduced for the girls who like to try new styles every
day.
 Place

The brand is international but as the range is new, it will first be released locally and then
internationally in other countries.
 Price
As the product target young girls therefore the product is minimal as compared to the current
competitors.
 Promotions
Adoption of dynamic and aggressive strategy. For the current target audience, social media and
TV are the best channels for advertising.
Budget
Billboards/ Framed Posters $180,000.00
Direct Mail Promotions/Events $5,000.00
Television $100,000.00
Social Media $1,000.00
Website $70.00
Print Ads $4,800.00
Total $290,870
Evaluating the outcome
 Communication assessment
 Using the advertising methods, the goals of increasing awareness will be achieved.
 Discount offers will help in establishing good rapport with community member.
 Low and affordable prices along with hair care practices will be mentioned using online
tactics.
 Marketing assessment
 For increasing weekly customers, around 20 hair care products are sold weekly.
 For increasing annual revenue, the revenue for last year will be compared to evaluate the
IMC tactics.
 The organization will compare clients coming in salon with other people and friends.
 Website traffic will be recorded for evaluating the online presence.

Conclusion and Recommendation
The company will understand the feelings and needs of audience and will try to connect to the
young girls. The advertising campaign will try to sell and promote the range with their own
values.

References
Yeshin, T., 2012. Integrated marketing communications. Routledge.
Holm, O., 2006. Integrated marketing communication: from tactics to strategy. Corporate
Communications: An International Journal, 11(1), pp.23-33.