Current IMC Campaign – Part One Due Date: Wednesday 2nd April 2008 (week 5)‚ 2.00pm Length: 1200 words maximum excluding Reference List Value: 12 marks Links to unit’s learning outcomes: This assessment is specifically linked to learning outcome 1 and 4. Key Task: An IMC campaign refers to a set of interrelated and coordinated marketing communications activities that centre on a single theme or idea that appear in different media across a specified time period. Identify a current IMC campaign
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for Marks and Spencer"‚ www.papersforyou.com Bevan J.‚ 2001‚ " The rise and Fall of Marks & Spencer"‚ London‚ Profile Books Ltd. Cabinet Market‚ 2004‚ " Rose: a new beginning for M&S or a goodbye note?"‚ Cabinet Maker‚ 16-07‚p.8 Cook‚ William‚ 2004‚ "IMC ’s Fuzzy Picture: Breakthrough or Beakdown"‚ Journal of Advertising Research‚ 40-5‚ pp.7-15 Hamel and Parhalad‚ 1985 cited in Zou‚ Shaoming; Cavusgil‚ Tamer‚ 1995‚ ’Global strategy: a review and an integrated conceptual framework ’‚ European Journal
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and B2C models and highlighting the differing communications requirements and the communications mix available to the marketer. Many companies are using integrated marketing communications (IMC); because they need a more effective and efficient way of communications with their customers. It is believed that IMC help them to build customer relationship and therefore create profitable brands. (Duncan‚ 2002) 1. MARKET SEGMENTATION AND TARGETING Segmentation and targeting seek to determine who companies
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TOOTHPASTE: 1. ZHONGHUA 2. CREST 3. COLGATE 4. YUNNAN BAIYAO 5. DARLIE 6. LIANGMIANZHEN BRAND DESCRIPTIONS ZHONGHUA is a typically Chinese toothpaste brand‚ and the first Chinese toothpaste brand that is recognized by the FDI World Dental Federation. It boasts a high popularity rate and combines functional performance with traditional Chinese herbal medicine. CREST is an international brand that has continually pushed to improve oral health since its inception. Crest is
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an Integrated Marketing Communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level‚ Integrated Marketing Communications‚ or IMC is integrating all the promotional tools‚ so that they work together in harmony. These promotional tools include; Direct selling Advertising through Media Sales Promotion Public relations and Sponsorship E-Selling Because of the change of how media
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amount of time they wish to devote to each medium. 1. Introduction Integrated Marketing Communications (IMC) became acknowledged as a formal field of study in early 1990s and since then its concept was altering alongside with changes happening to society and technological progress. One of the early definitions given by Journal of Integrated Marketing Communications states that IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies
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Marketing and Advertising Planning Top-down‚ Bottom-up and IMC 1. The Marketing Plan 1. The Importance of Marketing Planning 1. The marketing plan assembles all the pertinent facts about the organization‚ the markets it serves‚ and its products‚ services‚ customers‚ competition‚ and so on. 2. It forces all of the departments-product development‚ production‚ selling‚ advertising‚ credit‚ transportation-to focus on the customer. 3. Finally‚ it sets goals and
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Toothpaste is the category chosen for this excercise. The oral care market in India is huge‚ about Rs 4400 crores of which toothpaste is about Rs 3200 crores (as of April 2010).The toothpaste market is flooded with brands(Colgate total‚ colgate active salt‚colgate gel‚peposodent‚close up‚meswak‚babool to name a few) with very little value proposition for the brands to talk about and hence very little‚ if any‚ distinctive personalities for them.Colgate is the maket leader with about 50% of the share
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Hanes case study: IMC Q1. What IMC objectives are important to Kelsey? Integrated Marketing Communications is defined as “a management concept that is designed to make all aspects of marketing communication such as advertising‚ sales promotion‚ public relations‚ and direct marketing work together as a unified force‚ rather than permitting each to work in isolation” (Lake 2011). This is critical for Hanes‚ given that Hanes occupies the frequently dangerous mid-market area of the undergarment market
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segmentation‚ targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1‚ 2 million‚ toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal‚ Close up‚ Casino and other make of toothpaste
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