Oxford University IMC Promotional Plan

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Law

Oxford University

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Instructions and Requirements for Preparation of IMC Promotional Plan & Presentation Perform the following activities: Identify a product, service or idea that you would like as the focus of your plan. Conduct a Situation Analysis Establish Objectives for overall program and for each element. Develop a Promotion Strategy based on the various aspects of Integrated Marketing Communication presented in the course. • Establish a budget based on your promotional plan. • Define how the plan will be coordinated among the various IMC elements. • Establish criteria for measuring the success of the promotion plan. • Final written plan due as per the schedule • Present the plan to the class as per schedule • • • • Possible Work Outline for IMC Promotional Plan Project and Presentation: • Conduct Situation Analysis • Competitive assessment – who are the competitors and what are their respective estimated market • Characterize the product, including the physical shares. Explain their strengths and weaknesses and product, related service and other intangibles; the how you intend to differentiate your product through position of the product in the market/industry. your promotion plan. • Evaluate Demand, including Total Market • Legal Considerations – what kind, if any, legal Opportunity Value (total available market revenue restrictions in your promotion plan will you face for your product and all other competitors within (regulations affecting your message strategy and your target market) approach). • Consumer needs assessment – identify the product in • Internal organizational considerations: Strengths & terms of filling target market(s) need(s). weaknesses. o Cultural and social influences – identify the o Personnel skill levels (what kind of people do cultural and social aspects of the market you need to make this work) place that might influence your choice of o Use of outside resources – what other marketing communication alternatives. professional resources will you need to o Product category and brand attitudes – execute your plan. identify the overall product category in which o Monetary resources and priorities – what do you are marketing your product and critical you expect to spend to achieve your aspects of brand attitudes within your marketing goals and how will these resources market. Explain how your promotion plan will be distributed among the IMC components address the attitudes typical in your target you intend to use. market(s). • Establish objectives for the overall promotional • Definition and identification of target markets program and for each element of the same. Each o Segmentation – identify the distinct segment objective must meet the following criteria: populations that might be attracted to your product. o Doable but challenging, given available tools. o Specific to an identified target market. o Targeting of selected segments – explain why you have selected the prospective o Results can be measured segment(s). Characterize your target o Time dependent or controlled. market(s) in terms of their demographic, • Develop a Marketing Strategy using distinct IMC psychographic and behavioral characteristics. components. o Positioning – how will your product be o Advertising – explain why you feel advertising positioned within the market relative to the is a necessary component of your strategy competition and within the market category. based on principles earned in class. o Individual differences among potential o Analysis of media resources – describe why, customers – identify how your plan will among the various alternative advertising address individual differences within the media you have elected to use or not use target market(s). them. • Consumer decision-making processes – identify the o Message determination – what is the predominant decision process within your target underlying philosophy behind your message and how does in tie to the Consumer market(s) as to their cognitive, affective or behavioral Decision-Making Process for your target characteristics and explain how you arrive at your market(s). conclusions. (continued) Personal selling – explain your approach and why this might be or not be a component of your IMC plan ▪ Analysis of resources – if electing to use Personal Selling, what is the profile of your typical representative (education, training, etc.) ▪ Selection, motivation, deployment, compensation and evaluation. • Stimulation of reseller support – explain methods of sales promotion you intend to use if your plan involves a reseller scenario. o Analysis of reseller resources – type of reseller and criteria for success (agent/distributor resources, experience base, criteria for selection). o Improvement and augmentation of performance (criteria). • Consumer sales promotion – explain the Sales Promotion components of your IMC plan. o Choice of types – explain why you chose the different sales promotion elements you did and how they tie in to your overall IMC plan. o Packaging as promotion – what will be the main criteria for packaging your product and why. • Supplemental communications (social networking, publicity, sponsorship marketing). o Assessment of any relevant publics – explain who should be targeted/informed and why. Determination of media and message – how will you establish/issue/distribute messages that will reinforce your IMC plan. Explain how the respective program elements will be integrated to achieve synergy among the various elements. Determine dollar appropriation: In total to the various promotional elements Coordination and integration of efforts – identify the timing of the various elements of your IMC plan and how they will work together to accomplish your promotion goals. o Achievement of proper balance between program elements – how well does your plan address your goals? o Scheduling of execution – provide a schedule of execution. o Utilization of personnel and outside services – within the execution schedule, identify the employment of any internal or external resources. o Dollar-appropriation revision – reconfirm the distribution of your resources to achieve the objectives of your overall plan. Measurement of effectiveness for the program and for each program element – what will be the measurement criteria you will use to determine success of your plan. o o • • • • An individual “hardcopy plan” (minimum ten pages including drawings, maps, graphs, tables, figures, examples, charts, and appendices) is due before the last class meeting. This is to be considered a report written for someone with little knowledge of IMC. Plans must be written and typed in modified APA style format. For every two misspellings or typos on a final plan, one point may be deducted with a maximum of 10 points taken off for such errors. Use the text and any relevant handouts for guidance. Often, the difference between a good plan and a poor one is only in the number of examples, photos, maps, drawings, etc. used. Be sure to include all observations that you can tie to the concepts in the textbook. You may include any recommendations and suggestions in your plan and presentation. You will present your findings to the class in a presentation (5 minutes) on your individual plan due before the end of the semester. Please use the text and handouts and instructions for guidance in your oral presentation. All reports must be submitted and individual presentations are due at the beginning minute of the class meeting noted on the syllabus. There are no exceptions. Often, the report or project may be viewed as "incomplete" per the planning specified by you initially in your project. This does not constitute a reason for failure to write a plan. OUTLINE FOR PRESENTATION (Adapt to your product/target market) • Introduction of product and summary of choice. • Situational Analysis - describe market, TMO, targeted segment(s), customer profile, strategic positioning. • Goals and Objectives o Strategy – Summarize all components of your plan o Objectives – identify objective(s) for each plan component o Tasks – identify the specific tactics, tasks and timing of your plan execution. o Costs – explain the employment of your financial resources and the anticipated return against expenditures. (repeat for each objective) • Implementation Detail: Schedule of tasks, who implements, information necessary for implementation PRESENTATIONS SHOULD BE 5 MINUTES IN DURATION.
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Running head: IMC PROMOTIONAL PLAN

1

IMC Promotional Plan
By
[Name of Student]

Professor
Course
[Name of Institution]
April 27, 2020

IMC PROMOTIONAL PLAN

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The service my business is planned to provide is “babysitter providers” on demand. This
business is not a new idea, but the demand for this service is increasing in the market. Babysitter
means I will provide care providers to children who will need our services. This business will be
beneficial in two folds. It will bring benefits for working mothers who need a care provider for
their children and employment for unemployed women as a babysitter. Based on the technical
aspects of the business and earning potential are two essential points that help to be successful in
this business. In recent years demand for babysitters has increased because more women start
going to work. This service would be provided at the customer’s home as well as I also build a
physical residence to provide services at our end. As an entrepreneur to fuel my business plan, I
have to conduct a situational analysis and to prepare the IMC promotional plan for the selected
services.
SITUATIONAL ANALYSIS
Researches made on the babysitter’s demand into the market shows positive trends that,
over time, the need for professional and responsible babysitters is increasing in modern
communities. Babysitter services include full-time care of children, that means parents enjoy
their company without having responsibility for their child. And if they are a working family,
they can go for their work without being worried about their children. While doing situational
analysis, I have a focus on the following elements;
1. Market Needs
Parents are looking for professional, honest, and responsible babysitters for their children.
To meet with the needs of the market I will hire women who can provide such types of services
to their customers and help them to be don’t worried about the children. The business will offer
the following benefits to parents to meet with the market need;

IMC PROMOTIONAL PLAN

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a. Accessibility: The business will be located at a central place in New York City.
People can also book their babysitter through online website visits. Opening and
closing times of the central location would be 6 a.m to 7 p.m.
b. Pricing: Comparative to pricing strategies offered by the competitors in the market, I
will provide babysitter services at affordable rates.
c. Customer Services: Customers will be treated valuably because they are the
promoters of this business. There interests and satisfaction would be the priority of
the business.
d. Selection: The business will offer babysitter services for children aged 2-5 years.
2. Market Trends
In the modern age, the desire of parents to earn more and generate more money by going
to work increases the need for babysitters to take care of their babies. Because of work, parents
spent less time with their children. Thus, they want someone to care for their child that helps
them to develop and thrive. The business is aimed to meet with this desire of parents. The
demand for babysitters is more in two-income professional families. These families in which
both mother and father work to make family income. The figure below is highlighting market
trends regarding the need for babysitters in different households.

IMC PROMOTIONAL PLAN

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Figure 1: Market Trends (PRO, 2019)

...


Anonymous
Really great stuff, couldn't ask for more.

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