Your Managing Director has tasked you to come up with a marketing communication plan that recommends how the company can uses various communication tools to introduce thisthese new products in the market ID: 787889
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Slide1
The Problem
You are the Marketing Communication Manager for a local chain of fast-food restaurants, Burger Hut (NOT A REAL RESTAURANT!) and a range of new products will be launched soon (use your imagination!).
Your Managing Director has tasked you to come up with a marketing communication plan that recommends
how the company can uses various communication tools to introduce this/these new product/s in the market.
In your plan, you MUST provide a Sample Layout and Copy of a print advertisement and you should also discuss key areas such as
brand positioning
and
targeting.
You may invent the necessary details.
Slide2Submission detailsAssignments are to be submitted to E-Learn LMS
Plagiarism % must not exceed 25%
If you are SP
Kiasu
, you can also email a copy to: jcstbr@gmail.com
Assignments are to be uploaded or emailed in a single file, saved and named:
E.g
: Ham_Kachan_CT12345_MC_assignment
Slide3Formatting
Assignment is to be written in a Report format
Refrain from using 1
st
person perspective
Use headings and sub-headings
Reference your work including in-text citations and end-text bibliography in accordance to Harvard/APA referencing guidelines
Slide4Formatting
Type your quotations in
italics
and separate into another paragraph:
For example: (In-text citation)
Belch & Belch (2005,pg 281) describes sales promotion as short-term incentive that adds value to a product…
This suggests that a market penetration strategy can be supported by sales promotion
This source has to be reflected at the end of your assignment reference (‘End-text’ Referencing):
A Belch & G Belch, 2010, Advertising & Promotion 5
th
edn, Harper Collins Publishers, Massachusetts, USA.
Slide5Formatting
Use a variety of resources, including textbooks, websites, news articles etc
Textbooks are still de-rigor, so have several textbooks at your disposal
Do not cite
wikipedia
as an academic reference!
Form a framework of your assignments and begin to fill in the blanks. Adjust as needed.
Slide6The IMC Plan
1. Executive Summary
2. Environmental Scanning/Situation Analysis
(SWOT Analysis, Competitor Analysis + Statement of Problems)
3. Statement of Marketing communication Objectives
4. Recommendation & Implementation of IMC Tactics: IMC Tools
5.
Proposed
Methods of Control & Evaluation
Slide71. Executive Summary
Not more than ½ page
Introduce the issue
Communicate the gist of your problems and recommendations
E.g
We need to devote resources to communicate product quality and embark on a Brand Building campaign for Burger Hut
A conclusion of the main tactics
Slide82. Environmental Scanning
Provide
Burget
Hut’s Company History (Internal Environment, including operational details such as number of outlets, number of staff, country of origin etc)
Use your IMAGINATION!
Slide92. Environmental Scanning
Perform simple SWOT Analysis including Competitor Analysis
Statement of potential
Marcomm
Problems
e.g
:
1. Lack of brand awareness
2. Negative country of origin effects
3. Intense competition from other fast-food chains
4. Uninspired products
5. Lack of advertising or sales promotions (no coupons, games etc)
Slide103. Marcomm Objectives
Statement of
Marketing Communications Objectives
that should address & solve the problems (What we
want to achieve with communications)
E.g
:
1. To
reposition
Burger Hut’s brand to appeal to families & youths
2. To
raise new product
awareness: e.g.
Kaiju
Burger,
Bulgogi
Burger, Curry Burger via advertising
3. To
build a strong brand identity
through public relations
4. To
increase sales of new range of
products via sales promotions
5. To introduce new mascot: Curry Man!??
Slide11Show the burgers & mascot!
Slide124.
Marcomm
Strategy & Recommendations
Profile/Describe Targeted Customers for the new product: e.g. Teens, Kids, MILKs & their media habits (important!)
Briefly describe/show new Products
Briefly list selling Prices
Briefly describe intended Positioning Strategy (Learnt from Marketing Principles)
Then…
Recommended IMC Tools: i.e. advertising, personal selling, sales promotions, PR etc…
Must elaborate on how these tools will be used! (next slide)
Slide134.
Marcomm
Strategy & Recommendations
E.g. 1. Advertising: Describe Advertising in local media, Product placements in local TV shows
E.g. 2. Personal Selling: Sincere, Service-oriented, More service training?
E.g. 3. Public Relations & Publicity: Charity events, Sponsorship, road shows???
E.g. 4. Sales Promotions: Coupons, Samples, Premiums, Lucky Draws, Burger-eating contest, Point-of-purchase…renovate and develop frontage with vibrant colors
E.g. 5. Direct/Interactive Marketing: Social Media, Blogs, Downloadable menu from Burger Hut’s website, Interactive delivery service
Slide145. Proposed Evaluation & Control Methods
Ensure that you are on the right track
Allow detection of errors & corrective action
Indicators of success or failure and must be monitored and linked to Objectives:
1. Sales Revenue/Units Sold (- or +)
2. Customers feedback
3. Media Publicity Generated
4. Competitor activities/ sales
5. Brand awareness levels/feedback
6. Customer Response to Sales Promotion Activities
Slide15The End
Any Questions?