Imc Project on Magnum
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Magnum is pure indulgence. From the first bite you will experience the ultimate pleasure of quality cracking chocolate and exquisitely smooth ice cream.
MKTG1266 Marketing Communication
LIST OF TABLES
TABLE 1: SWOT ANALYSIS OF MAGNUM
TABLE 2: EVALUATION OF COMPETITORS
TABLE 3: CAMPAIGN BUDGET
TABLE 4: TARGET AUDIENCE
TABLE 5: CREATIVE TARGET
TABLE 6: BEHAVIOURAL SEQUENCE MODEL
LIST OF FIGURES
FIGURE 1: PARTITIONING DIAGRAM
FIGURE 2: WORD ASSOCIATIONS OF MAGNUM
FIGURE 3: MEDIA SCHEDULE AND COST CALCULATION
TABLE OF CONTENTS
1. SITUATION ANALYSIS 1.1 INTERNAL ANALYSIS 1.2 EXTERNAL ANALYSIS 1.3 SWOT ANALYSIS
2. IDENTIFICATION OF MARKETING PROBLEM OR OPPORTUNITY……………….
3. MARKETING OBJECTIVES
4. POSITIONING
5. COMMUNICATION OBJECTIVES 5.1 CATEGORY NEED……………………………………………………………………… 5.2 BRAND AWARENESS……………………………………………………………… 5.3 BRAND ATTITUDE/PREFERENCE………………………………………………… 5.4 BRAND PURCHASE/ACTION INTENTION…………………………………………..
6. CAMPAIGN BUDGET
7. CAMPAIGN TARGET AUDIENCES 7.1 BRAND LOYALTY 7.2 BEHAVIOURAL SEQUENCE MODEL
8. CREATIVE STRATEGY 8.1 KEY BENEFIT CLAIMS 8.2 THE BIG IDEA 8.3 BRAND AWARENESS AND BRAND ATTITUDE
9. MEDIA STRATEGY 9.1 MEDIA SCHEDULE AND COSTS 9.2 MEDIA CHOICES
10. OTHER IMC ACTIVITIES 10.1 EVENT MARKETING I 10.2 EVENT MARKETING II 10.3 PUBLIC RELATIONS 10.4 VIRAL MARKETING
11. EVALUATION AND CONTROL
12. REFERENCES
13. APPENDIXES APPENDIX A APPENDIX B APPENDIX C APPENDIX D APPENDIX E APPENDIX F APPENDIX G APPENDIX H APPENDIX I
1. SITUATIONAL ANALYSIS
1. Internal Analysis
The resource capabilities of Wall’s Magnum are large because it is an international and renowned brand equipped with strong financial and manpower capacities. Its
Magnum is pure indulgence. From the first bite you will experience the ultimate pleasure of quality cracking chocolate and exquisitely smooth ice cream.
MKTG1266 Marketing Communication
LIST OF TABLES
TABLE 1: SWOT ANALYSIS OF MAGNUM
TABLE 2: EVALUATION OF COMPETITORS
TABLE 3: CAMPAIGN BUDGET
TABLE 4: TARGET AUDIENCE
TABLE 5: CREATIVE TARGET
TABLE 6: BEHAVIOURAL SEQUENCE MODEL
LIST OF FIGURES
FIGURE 1: PARTITIONING DIAGRAM
FIGURE 2: WORD ASSOCIATIONS OF MAGNUM
FIGURE 3: MEDIA SCHEDULE AND COST CALCULATION
TABLE OF CONTENTS
1. SITUATION ANALYSIS 1.1 INTERNAL ANALYSIS 1.2 EXTERNAL ANALYSIS 1.3 SWOT ANALYSIS
2. IDENTIFICATION OF MARKETING PROBLEM OR OPPORTUNITY……………….
3. MARKETING OBJECTIVES
4. POSITIONING
5. COMMUNICATION OBJECTIVES 5.1 CATEGORY NEED……………………………………………………………………… 5.2 BRAND AWARENESS……………………………………………………………… 5.3 BRAND ATTITUDE/PREFERENCE………………………………………………… 5.4 BRAND PURCHASE/ACTION INTENTION…………………………………………..
6. CAMPAIGN BUDGET
7. CAMPAIGN TARGET AUDIENCES 7.1 BRAND LOYALTY 7.2 BEHAVIOURAL SEQUENCE MODEL
8. CREATIVE STRATEGY 8.1 KEY BENEFIT CLAIMS 8.2 THE BIG IDEA 8.3 BRAND AWARENESS AND BRAND ATTITUDE
9. MEDIA STRATEGY 9.1 MEDIA SCHEDULE AND COSTS 9.2 MEDIA CHOICES
10. OTHER IMC ACTIVITIES 10.1 EVENT MARKETING I 10.2 EVENT MARKETING II 10.3 PUBLIC RELATIONS 10.4 VIRAL MARKETING
11. EVALUATION AND CONTROL
12. REFERENCES
13. APPENDIXES APPENDIX A APPENDIX B APPENDIX C APPENDIX D APPENDIX E APPENDIX F APPENDIX G APPENDIX H APPENDIX I
1. SITUATIONAL ANALYSIS
1. Internal Analysis
The resource capabilities of Wall’s Magnum are large because it is an international and renowned brand equipped with strong financial and manpower capacities. Its
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