Semester-Long Marketing Plan Project: IMC Plan Report Analysis

This report presents an Integrated Marketing Communications (IMC) plan for a wireless charger brand, developed as part of a marketing management course (HI5004). The assignment begins with an IMC matrix, outlining one-way and two-way communication strategies for different market segments. It then details the IMC plan, including the tools used, media choices (television, newspaper, magazines, outdoor, and internet marketing), frequency, duration, and associated costs. The plan incorporates various marketing techniques like direct marketing, sales promotion, and advertising. The report also specifies the controls used to measure the plan's effectiveness, such as net sales, customers served, and net profit. References to relevant marketing literature are also included, showcasing a comprehensive approach to marketing strategy development.

Running head: ASSESSMENT 3
ASSESSMENT 3
Name of the Student
Name of the University
Author Note

1ASSESSMENT 3
IMC Plan
Having understood the different markets which the brand is required to target and the
different customers who will assist the firm in achieving the different objectives which it has set
out for itself, the development and the formation of the IMC plan is very crucial (Kotler et al.
2015). The IMC Plan is also known as the Integrated Marketing Communications Plan which is
generally formulated by the business organizations in order to be able to make marketing and
communications plan for its overall development. In the given section the IMC Matrix for the
organization has been provided. This will then be followed by the decision of the different
communication mediums for the business.
The IMC Matrix
Mass market Segmented/Mass
customization
Individual
2- Way
communication
(This
communication
medium is an
interactive medium
which is taken
through planned
dialogue as well as
the different
messages)
With
This medium will
assist the organization
in presenting an
integrated mix of
planned messages
which can help in
gaining feedback and
responses from the
audience (Lovelock
and Patterson 2015).
For instance, the
social media posts,
direct emails and
other such mediums
will be made use of.
Between
This is based on
dialogue trust,
learning as well as
adaption which assists
in gaining creative
outcomes through
internal marketing
For instance,
personalized chats,
personal calling and
other such methods of
communication can be
made use of.

2ASSESSMENT 3
1-Way
communication
(This medium is
used in the firm of
conventional mass
marketing)
To
These are the planned
and persuasive
messages which are
designed to work on
the brand loyalty
(Kotler et al. 2018).
For instance, the use
of this medium is
generally undertaken
and advertisement is
presented on Radio,
Television and other
communication
mediums through
which the target
audience has to be
approached.
For
These messages are
pre planned and very
persuasive in nature.
They are based on the
augmented offerings
and are generally
presented to the
different customers
using the medium of
mass offering (Tuten
and Solomon 2017).
Hence, having identified the matrix, in the given table, the manner in which the different
IMC mediums will be made use of has been provided. This assists in understanding the different
ways in which the Wireless charger brand will be able to communicate with the different
customers and the amount which will be spent on each of the medium (De Mooij 2018). This
will then be inclusive of the frequency of the communication with the different customers.

3ASSESSMENT 3
The IMC Plan
The Tools to
be used
Choice of the
Media
Frequency Duration of
each media
Cost (AD$) Total (AD$)
Advertisement Television
(Channel no.
XYZ)
3 spots every
day for the
weekdays
12 months 1,300 per spot $936,000
Newspaper
Advertising
(City times)
Every alternate
day
9 months - 5000 for full
page
- 3000 for half-
page
$810000
Magazine
(Technological
and Lifestyle
magazines)
Once a week 3 months 6000 for full
page
$72,000
Outdoor (billboard
)
30 billboards in
every city
4 months 1500 per
billboard
$180,000
Outdoor (Bus
stand)
20 bus stands 7 months 2,000 per bus
stand
$280,000
Outdoor (Train
doors)
5 train doors 5 months 2000 per
station
$40,000
Internet
Marketing
Social media
Networks
(Facebook, Twitter
and Instagram)
30 posts in
every two
weeks
12 months 150 per post $108000

4ASSESSMENT 3
Digital
Presence(YouTube
and Yahoo)
250000 views
aimed
4 months 1 per view 250,000
Direct
Advertising
Personal selling
mediums
50 salespersons
to be assigned
8 months 1,800 per
person
7,20,000
Sales
Promotion
Discount and offer
programs
40%
membership
discount for
first 1000
purchasers
8 months 1200 per
program
$55000
Direct
Marketing
Techniques
Email messages
and customized
Mobile Alerts
3 messages per
day
6 months $1500 for the
entire plan
$1500
Total $3452500
Hence, from the given IMC plan table it can be understood that the Wireless charger as a
brand has come up with a variety of programs and plans which will assist it in ensuring long term
success. The mediums which have been targeted for the purpose of the promotion comprise of
certain mediums like Direct Marketing Technique, the Sales promotion technique, the Direct
Advertising technique, the Internet Marketing and the Traditional means of marketing as well
(Baker 2016). The plan has also identified the time frame for each of the planning aspects which
have been undertaken. The various controls which can be made use of for the plan is as follows:
1. Net sales: This will assist in understanding the sales which will be incurred by the brand
since the launch of the IMC Plan
2. Customers served: This shall keep a record of the number of customers served by the
brand
3. Net profit: This will assist in estimation of the Net profit which the firm will incur in after
the plan is launched.

5ASSESSMENT 3