IMC Plan
IMC PLAN by Daniela Stolk
Table of Contents
1.0 2.0 Executive Summary Promotion Opportunity Analysis 2.1 2.2 2.3 2.4 3.0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44
Corporate Strategies 3.1 3.2 3.3 3.4 3.5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation
4.0
Integrated Marketing Communication Management 4.1 4.2 4.3 4.4 IMC Objectives IMC Budget Agency Selection Internet Website
5.0
IMC Objective One – Consumer 5.1 5.2 Marketing Budget - Consumer IMC Methodologies – Consumer 5.2.1 Advertising - Consumer 5.2.1.1 5.2.1.2 5.2.1.3 5.2.2 …show more content…
This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement. Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living in the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products. Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage …show more content…
We also want to reach our main target market through a variety of media such as magazine ads, catalogs, Internet and various channel promotions. HOLA Jewelry will focus its main distribution in those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. The first launch will be based in South Florida. The jewelry collection will be available in middle to high-level retail stores such as Nordstrom and Macy’s. In addition to that, the line will also be available online at the HOLA website. Today, the Internet is growing and people prefer to do online shopping than going to the actual
Table of Contents
1.0 2.0 Executive Summary Promotion Opportunity Analysis 2.1 2.2 2.3 2.4 3.0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44
Corporate Strategies 3.1 3.2 3.3 3.4 3.5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation
4.0
Integrated Marketing Communication Management 4.1 4.2 4.3 4.4 IMC Objectives IMC Budget Agency Selection Internet Website
5.0
IMC Objective One – Consumer 5.1 5.2 Marketing Budget - Consumer IMC Methodologies – Consumer 5.2.1 Advertising - Consumer 5.2.1.1 5.2.1.2 5.2.1.3 5.2.2 …show more content…
This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement. Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living in the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products. Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage …show more content…
We also want to reach our main target market through a variety of media such as magazine ads, catalogs, Internet and various channel promotions. HOLA Jewelry will focus its main distribution in those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. The first launch will be based in South Florida. The jewelry collection will be available in middle to high-level retail stores such as Nordstrom and Macy’s. In addition to that, the line will also be available online at the HOLA website. Today, the Internet is growing and people prefer to do online shopping than going to the actual