interaction of the consumer and marketer at the core. This view of interactive marketing is obviously motivated by Integrated Marketing Communications (IMC). During the past decade‚ IMC has generated an increasing interest among academics and practitioners. From an interactive marketing viewpoint‚ IMC not only defines and assigns the integrated role of diverse communication media but also addresses how the combination of different media enhanced. Abstract This dissertation
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Summary This integrated marketing communications plan serves to analyze and study the brand image and positioning of the Buaya apparel company. It consists of important elements of all IMC plans such as Situation analysis‚ indentifying the Marketing objectives‚ proposed Strategy and implementation‚ the recommended IMC strategy as well as the Evaluation and Control process. These elements will eventually aid the primary objective of assisting the launch of a new range of products which the firm intends
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Company(SWOT)‚ Competitors (Porters 5 forces)‚ Collaborators‚ Context (PESTLE)‚ Customers 10. STP: Who‚ which groups to target‚ positioning offering in minds of customers and against competitors 11. Marketing Mix/Tactics: Product‚ Price‚ Place‚ IMC/Promo‚ People‚ Physical Evidence‚ Process 12. Goal/outcome to acquire new customers‚ retain existing customers and delivering long term customer satisfaction promoting loyalty. Requires implementation and control measures UNIT 2 – PRODUCTS – GOODS
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1. Conduct an IMC context analysis for one of the following; McDonald’s‚ Pizza Hut‚ or KFC. This case study will analyze customers‚ competitors and communication of McDonald’s because it is one of the most well known brands worldwide. CUSTOMERS McDonald’s opened the first restaurant in Singapore at Liat Towers on Orchard road in October 1979. Its aim is to offer friendly fast food in a fun environment for everyone to enjoy. Its target markets are families‚ because children want to visit McDonald’s
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marketing and corporate communications manage each point of contact between the consumer or other target groups and the product or the organisation‚ be it in a business-to-consumer‚ a business-to-business or a cross-cultural context. Several key drivers of IMC can be identified‚ such as loss of faith in mass media advertising‚ the need for enhanced cost-effectiveness‚ media and target audience fragmentation and overlap‚ more complex decision-making units‚ the need to build customer loyalty‚ relationship marketing
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Marketing principles: Task 2 2.1 Explain how the vacuum cleaner is developed to sustain a competitive advantage. To sustain competitive advantage for any company so for ACL company developing new vacuum cleaner was an important step. In sustaining competitive advantage‚ there are 8 stages defined below (new product development‚ www.learnmarketing.net) Stage 1: Idea generation- for every organization idea could come from different sources such as: market research‚ employees‚ consultants‚ competitors
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Case study: Kimberly-Clark’s Andean ascent The story In 2004 Kimberly-Clark‚ the US company whose brands include Huggies nappies and Kleenex tissues‚ renewed its attempts to set up a pan-Andean regional management structure. An Argentine‚ Sergio Nacach‚ became general manager for a market that encompassed Peru‚ Ecuador‚ Bolivia‚ Colombia and Venezuela. He was charged with boosting growth in sales and profits. Kimberly-Clark’s development in Latin America had come largely through
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instructor inspection. * Bring a calculator to the exam as some of the questions may require simple calculations Exam format: * 30 Multiple choice questions * 2 Short answer questions Chapter 17 & 18—IMC‚ Advertising‚ PR‚ Sales Promotion (~45%) * Elements of IMC * AIDA * Push vs. pull strategy * Goal of advertising: Inform‚ persuade‚ remind * Informational vs. emotional appeal * PSA‚ unique selling point‚ puffery * Media scheduling * Reasons for the
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Value Proposition………………………………………………………….10 6.4 Market Segmentation…………………………………………………………………10 6.5 Positioning Statement………………………….……………………………………..11 6.6 Branding………………………………………………………………………………11 6.7 IMC objective………………………………………………………………………...12 6.8 IMC strategy……………….…………………………………………………………12 6.9 IMC mix………………………………………………………………………………12 7. Conclusion………………………………………………………………………………..12 8. Bibliography………………………………………………………………........................13 9. Appendix……………………..........................
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1. Introduction In this report I have focused on Vogue magazine. Vogue is a product from the magazine publisher Conde Nast which publishes magazines including Glamour‚ GQ and Vanity Fair. Vogue is an American fashion magazine and was founded in 1892. The current editor of American Edition is Anna Wintour. The purpose of this report is to recommend a marketing communications campaign focused on the Digital Edition of the magazine in order to increase sales and reduce costs. In order to do that
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