Marketing Communication: complete a group project in order to gain hands-on experience in the development of a marketing communications plan Custom Paper

You are required to complete a group project in order to gain hands-on experience in the development of a marketing communications plan. Groups of are to contact a local business unit/organisation (e.g., restaurant, school, hospital, clinic, bank, etc.), interview one of its managers who is in charge of advertising and promotion, and develop/propose an integrated marketing communications program for the business.
The group report should address the following:
1. Brief description of the chosen business.
2. Analysis of Promotional Program Situation
Internal Analysis
• Marketing Organisation – does the company have in-house promotional department/personnel?
• Use of advertising agencies – does the company use ad agencies? If so, to what degree does it use the agency’s service?
• Review of previous program results – what were the major advertising and promotion programs run by business/organization in the past? How effective were they?
External Analysis
• Consumer behavior analysis – who are the consumers using the product and service? Why are consumers using the product/services?
• Competitive environment – who are your competitors and what are their strengths and weaknesses? How are you perceived relative to these competitors?
• Social and cultural environment – what are some of the cultural or social trends that are likely to impact the current market situation? E.g., Influential governmental policy, technological impacts …

3. Marketing Communications Plan:
• Specific strategies and tactics: market segmentation – who is your primary target audience? Are there secondary target audiences your need to communicate with? What are the defining characteristics of your primary audience (e.g., benefits sought, age, gender, life style …)? How do these characteristics differ from your secondary market (if there is one)? What benefits will your deliver to the consumer?
• Goals and objectives: What are your specific communication goals and objectives for this business unit/organization for a certain period (e.g., one year, three years, five years)? They could include brand awareness, consumer attitude, consumer satisfaction, market share, sales, profit, distribution channel improvement, etc. Are these goals realistic?
• Proposed IMC program: specific promotional tools that you will use to communicate the message and encourage consumer involvement/purchase for your primary/secondary target markets? You are required to design: 3 different messages choosing from any of the marketing communications mix (print ad, broadcast ad for radio or TV, public relation/publicity plan, sales promotion plan – specify or design the coupons, sample items, direct mail…)
4. Implementation and Evaluation
• Timing – What is the time line for implementing your proposed campaign? Specify for each of your proposed communication messages. A chart may be very helpful for readers.
• Media – what is the media (if applicable) for each of your communication message?
• Budget – How much money does each of your proposed promotional tools require? (Make sure you provide budget with cost estimates). Is this amount feasible/realistic?
• Evaluation – What specific measurements will you use to measure the success of the proposed strategies? And how?
• Give summary and conclusions of your integrated marketing communications program.

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