Integrated Marketing Communications Plan - Brand's Chicken Essence

BUS 336
Integrated Marketing Communications

Integrated Marketing Communications Plan

Table of Contents Page Executive Summary 4
1 Marketing Objectives 6 1.1 Marketing Objectives 6 1.2 Sales / Profits 7 1.3 Market Share 7 1.4 Long Term Potential 8 1.5 Positioning Objectives 8

2 Target Market & Action Objectives 9 2.1 Primary Target Market 9 2.2 Secondary Target Market 9 2.3 Purchase Behaviour of Both Market Segments 10 2.4 Action Objectives 12

3 Marketing Communication Objectives 13 3.1 Category Needs 13 3.2 Brand Awareness 14 3.3 Brand Attitude 15 3.4 Purchase Intention 16 3.5 Purchase Facilitation 16

4 Communication & Positioning Strategies 18 4.1 Communication Strategies 18 4.2 Brand Positioning Strategies 19 4.3 Creative Strategies 20

5 Media Selection 22 5.1 Exposure 22 5.2 Communication Effects 22 5.3 Target Market Actions 23 5.4 Annual Budgets 24

6 Media Schedules 25 6.1 Frequency 25 6.2 Reach and Readership 25 6.3 Target Audience Rating Point 25

7 Campaign Monitoring & Evaluation 26 7.1 What will be measured? 26 7.2 When will they be measured? 26 7.3 How will it be measured? 27

8 Assumption 29
9 References 31
10 Appendices 35

Executive Summary

Brand’s ® aims to increase its current recognition level from 20% to 50% in the health industry market and 25% of top-of-mind awareness (TOMA) among children from five years old to 12 years old and their parents by 28 April 2010. Brand’s ® aims to sustain brand loyalty of the primary target market as their young age presents a long consumer life cycle which will be beneficial both short and long term. Ultimately, Brand’s ® aims to achieve a two folds profit margin and 40% of the market

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