London Biscuit Imc
Contents
Executive Summary 3
1. Introduction 4
2. Situational Analysis 5 2.1 Environmental Trend and Development Analysis 5 2.2 SWOT of London Biscuit Berhad Promotional Activities 6
3. Current Market Positioning 7
4. Competitive Analysis 8 4.1 The Competitors 8 4.2 Competitors’ Strengths and Weaknesses 9 4.3 Competitive Trends 9
5. Behavioral Sequence Model 10 5.1 Target Audience 11 5.2 Segmentation Approach 12
6. Current Marketing Mix Analysis 13
7. Marketing Objectives 15
8. Communication Objectives 16 8.1 Hierarchy of Effects 16
9. Promotional Budget 18
10. IMC media plan (1st May 2010-30th November 2010) 19 10.1 Newspaper Advertisement 21 10.2 Television Commercial (TVC) 22 10.3 Radio Advertisement 23 10.4 Email Advertising 23 10.5 Mobile Phone Service (SMS) 24 10.6 Out-of-Home Advertising (OOH): Taxi Advertisement 24 10.7 Out-of-Home Advertising (OOH): LRT/MRT Advertisement 25 10.8 Online Advertising: 25 10.9 Outdoor Event: 26 10.10 In, On, Near Pack Premium 27 10.11 Sweepstakes 27 10.12 Magazine Premium 28 10.13 P-mail Advertising 28 10.14 Brand Placement on TV Programs 29 10.15 Bonus Pack 29 10.16 Schools Sponsorship: 29
11. Evaluation and Control 30
12. Conclusion 32
13. Appendix 33
14. References 34
Executive Summary
A detailed analysis of London Biscuits Berhad’s (LBB) internal and external is done through the use of their current product analysis. A thorough description of LBB’s market operations through the use of the marketing mix – 4Ps, is also mentioned. The target audience of LBB’s previous IMC campaign is too vague, and a new target audience is identified. The behavioral sequence model is then used in relation to LBB’s new target audience.
A SWOT analysis of LBB’s promotional activities and marketing mix is done in conjunction with its competitive frame through the use of a positioning map. An analysis of competitors’ strengths, weaknesses and competitive trends is also
Executive Summary 3
1. Introduction 4
2. Situational Analysis 5 2.1 Environmental Trend and Development Analysis 5 2.2 SWOT of London Biscuit Berhad Promotional Activities 6
3. Current Market Positioning 7
4. Competitive Analysis 8 4.1 The Competitors 8 4.2 Competitors’ Strengths and Weaknesses 9 4.3 Competitive Trends 9
5. Behavioral Sequence Model 10 5.1 Target Audience 11 5.2 Segmentation Approach 12
6. Current Marketing Mix Analysis 13
7. Marketing Objectives 15
8. Communication Objectives 16 8.1 Hierarchy of Effects 16
9. Promotional Budget 18
10. IMC media plan (1st May 2010-30th November 2010) 19 10.1 Newspaper Advertisement 21 10.2 Television Commercial (TVC) 22 10.3 Radio Advertisement 23 10.4 Email Advertising 23 10.5 Mobile Phone Service (SMS) 24 10.6 Out-of-Home Advertising (OOH): Taxi Advertisement 24 10.7 Out-of-Home Advertising (OOH): LRT/MRT Advertisement 25 10.8 Online Advertising: 25 10.9 Outdoor Event: 26 10.10 In, On, Near Pack Premium 27 10.11 Sweepstakes 27 10.12 Magazine Premium 28 10.13 P-mail Advertising 28 10.14 Brand Placement on TV Programs 29 10.15 Bonus Pack 29 10.16 Schools Sponsorship: 29
11. Evaluation and Control 30
12. Conclusion 32
13. Appendix 33
14. References 34
Executive Summary
A detailed analysis of London Biscuits Berhad’s (LBB) internal and external is done through the use of their current product analysis. A thorough description of LBB’s market operations through the use of the marketing mix – 4Ps, is also mentioned. The target audience of LBB’s previous IMC campaign is too vague, and a new target audience is identified. The behavioral sequence model is then used in relation to LBB’s new target audience.
A SWOT analysis of LBB’s promotional activities and marketing mix is done in conjunction with its competitive frame through the use of a positioning map. An analysis of competitors’ strengths, weaknesses and competitive trends is also
References: London Biscuits Berhad 2009, London Biscuits Berhad, viewed 13th March 2010, <http://www.londonbiscuits.com.my/> SMRT Corporation Ltd 2010, SMRT Corporation Ltd, Singapore, viewed 15th March 2010, <http://www.smrt.com.sg/advertising_leasing/smrtmedia/pdf/Taxi.pdf> SMRT Corporation Ltd 2010, SMRT Corporation Ltd, Singapore, viewed 15th March 2010, <http://www.smrt.com.sg/advertising_leasing/smrtmedia/pdf/Train.pdf> Singapore Press Holdings Ltd. Co. 2010, Singapore Press Holdings, Singapore, viewed 15th March 2010, <http://www.sph.com.sg/adrates.shtml#straitstimes> MediaCorp Radio 2010, MediaCorp Radio, Singapore, viewed 15th March 2010, <http://www.mediacorpradio.sg/sales/rates.htm> Percy. L., Marketing Communications 2010, Behavioural Sequence Model, Singapore, viewed 19th March 2010, <http://www.larrypercy.com/bsm.htm>