Select a current product (not an industry and not a group of products or you will get no credit for the assignment) with which you are familiar, and pitch a new Integrated Marketing Communications Plan (IMC) to your client who is the marketer/producer of the product. Do not pick a company like Disney or Coca-Cola or Pepsico that are superb marketers. Picking a company like that will mean you cannot complete each element of this assignment.
You must 1) Review what the marketing communications mix is currently and report on your findings. Be sure to show some of the materials and messages, 2) Evaluate the effectiveness of the existing marketing communications mix, aspects of the 4 Ps, and then 3) Come up with a new communications/marketing mix strategy for the product based on the weaknesses you found and recommend the changes to “your client” in this presentation, and 4) Identify the product’s current positioning strategy and discuss whether or not to change that strategy based upon your recommendations. If a change in the positioning strategy is warranted, please offer a new one. Be sure you have justification for your recommendations.
If you cannot find what the company/brand does for the product, pick another one! Be sure to find marketing collateral and/or ads or commercials to demonstrate your analysis. Include them as links and discuss your analysis of them.]
As usualy, demonstrste your marketing/marketing management learning by defining and discussing the relevance of terms and concepts with supporting expert opinion or comments.
Create a Microsoft PowerPoint presentation of 8 to 10 slides that includes the following components:
- Identifies any considerations you will need to employ to build and maintain the brand and customer loyalty.
- Evaluate the target audience’s use of and belief in the communications sources
- Separately, create a print ad or a video broadcast for the product featuring your new strategy (Youtube TM, video, or PowerPoint storyboard is acceptable). This is not part of the 8 to 10 slides referenced above. If you create a YouTube video, be sure to release it for viewing by others.
Be sure you include citations (in the Notes Section will be fine) and a References Page properly formatted in font that is legible. Use Notes pages to explain slides.
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