I please need you to follow what my professor wrote below .I will talk about 20 min.Final Project Guidelines:Choose a company, brand or initiative you would like to develop anIMC plan for. Once it is chosen, you CANNOT change it.Executive Summary – The executive summary should include a concisestatement of the problem, a short summary of the major points arisingfrom your analysis, and the major recommendations from youranalysis including total cost of the proposed plan.Current Situational Analysis – involves the examination of the firm’songoing market situation.o Company and Product History§ Product Background§ Past Advertising Themes§ Significant environmental (legal, social, etc) influences.(first phase: governmental but you have to look if thereare any social influences)§ Relevant Marketing Data (Sales, Market Share, etc). (firstphase)o Product Evaluation§ Comparison to direct and indirect Competition. (listingtheir main competitors) in terms of how do customersperceive the different brands in the market, theircreative themes and marketing efforts and the productfeatures.§ Consumer Perceptions and Satisfaction§ Retailer Perceptions§ Distributiono Consumer Evaluation§ Demographic Profile (occupation, maritalstatus, education, age, gender, etc.)§ Behavioral Profile (consumption level andsituation, where is it used, attitude towardproduct, loyalty)• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) – It is astructured planning method used to evaluate the strengths,weaknesses, opportunities and threats involved in a project or in abusiness venture. It includesbrand.the problems and unique features of thePhase Two: Due Wednesday, November 16, 2016Marketing Objectives – Establishes targets such as higher sales, anincrease in market share, a new competitive position, or desiredcustomer actions. Marketing objectives are paired with key targetmarkets.Target Market – Specifications for the campaign that you are designingor evaluating in case it is a sub segment from the original segment.o Demographicso Psychographicso Behavioralo Buying situation§ Purchase occasion§ Benefits soughtMarketing Strategies – These are based on the marketing objectivesand target market. These strategies apply to every ingredient in themarketing mix and include all positioning, differentiation, and brandingstrategies.o The Marketing Mix§ Price§ Product§ Distribution§ Promotionso Brand Positioning§ The location you want to occupy in customer’s mind§ What you want the customers to perceive on you§ The image you want to convey to your customerso The USP (Unique Selling Proposition).§ It should be ONLY ONE USP§ Make a proposition (offer) to the consumer. What’s in itfor me? Why should I buy from you?§ A proposition that competition either can’t or doesn’toffer or if it exists it can be defended.§ It has to be very strong to move the consumers towardsyour brand.• Marketing Tactics – Based on the strategies, marketing tactics guide theday-by-day activities necessary to support marketing strategies.Phase Three: Wednesday, December 7, 2015 (Last day of class; will presentPowerPoint)• Implementationo Creative Brief – also known as the creative strategy. Thisdocument is prepared to guide in the production of anadvertising campaign or for a specific commercial.§ The objective• Based on USP (Campaign Theme)§ The target audience§ The message themePromotional Appeal (Rational vs. Emotional)Execution Technique (Factual Message, Comparison,Slice of Life, Fantasy, etc.)§ The support§ The constraintso Types of Promotion§ Advertising§ Digital Marketing§ Social Media§ Alternative Marketing§ Database Marketing§ Direct Response§ Personal Selling§ Sales Promotions§ Public Relationso Advertising Scheduleo The Promotion Budget§ Affordable method§ Percentage of sales§ Competitive promotion budgeting§ Objectives and tasks• Evaluation of Performance – how will you determine if the IMC wassuccessful or notNOTE: You will turn in the entire IMC plan via hard copy and PowerPointPresentation. The presentation should be no longer than 20 minutes.
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