StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Nobody downloaded yet

Intergrated Marketing Communication MC Plan - Case Study Example

Comments (0) Cite this document
Summary
The author of the "Integrated Marketing Communication MC Plan" paper provides an analysis of the brand titled “Black Knight” men’s face lotion and its target audience as well as brand objectives, which will lay the foundation for an effective MC plan…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.7% of users find it useful
Intergrated Marketing Communication MC Plan
Read TextPreview

Extract of sample "Intergrated Marketing Communication MC Plan"

Download file to see previous pages In today’s intensely competitive markets, consumers are becoming more and more sophisticated in terms of their needs as well as their purchasing process. Therefore, the need for differentiation of products through effective Marketing Communications is becoming a prerequisite to stay in business (Belch & Belch 2004). For marketing communications to be effective, they should be aligned with the overall business and marketing strategies of the product and this is referred to as an Integrated Marketing Communication approach (Linton & Morley 1995). This report provides a brand analysis and target audience analysis which forms the basis for drawing up Marketing Communication objectives for the “ Black Knite” men's face lotion product in the Australian market.

The Black Knight men’s face lotion has been in the Australian market for the past 5 years and has enjoyed mediocre success in terms of market share. The product is manufactured and marketed by a market leader in personal care products Nolan Personal Care PLC which carries leading brands in other product segments such as hair care and lady's skincare ranges. The company is currently in third place in terms of the total personal care market, behind Procter & Gamble and Uni Lever. Although the product growth trends and repeat purchase patterns indicate a high level of product acceptability, for the Black Knight, the company has realized the need for wider product awareness (Armstrong & Kotler 2001) and execution of a well planned Marketing Communication strategy. The product is currently having a 4% market share in the men’s face lotion category and included in the top 10 brands in the market. Up to date, only ad-hoc marketing communications have been done with few launch ads in newspapers and some sample promotions at the retail level. In developing marketing communications, the target audience needs to be identified, and a well-coordinated program should be shaped to derive the desired audience response (Aaker 1996). ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Intergrated Marketing Communication MC Plan Case Study, n.d.)
Intergrated Marketing Communication MC Plan Case Study. https://studentshare.org/marketing/1706456-intergrated-marketing-communication-mc-plan
(Intergrated Marketing Communication MC Plan Case Study)
Intergrated Marketing Communication MC Plan Case Study. https://studentshare.org/marketing/1706456-intergrated-marketing-communication-mc-plan.
“Intergrated Marketing Communication MC Plan Case Study”. https://studentshare.org/marketing/1706456-intergrated-marketing-communication-mc-plan.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Intergrated Marketing Communication MC Plan

Marketing Planning: Mc Donalds Case

The intention of this study is Mc Donald’s as one of the leading retailers in food service and serves around 64million customers globally in 119 countries. Mc Donald’s entered UK in the year 1974. As of 2009 it has 1900 units all over UK. In 2011 its UK sales increased by a whopping 11% serving around 25 million customers. Their mission is to improve their service as well as the environment and build operations that are sustainable for the future market. The current leaders at the helm of the company are: Jim Skinner - CEO Vice Chairman and Chief Executive Officer, Don Thompson-President and Chief Operating Officer, Richard Floersch Executive Vice President - Chief Human Resources Officer, Doug Goare- President, McDonald's Europe,...
14 Pages(3500 words)Essay

Marketing Communication Plan

This is because IMC is an indispensable tool that will link the marketing tools of Pure-Body business venture to attain its targets and objectives. This is in recognition that IMC creates a competitive advantage in the market while receiving huge economic boost to increase profits and sales (Pelsmacker & Kitchen, 2004:113). Moreover, Integrated Market Communication makes a strong tie between business ventures and customers for long-term success of companies. Integrated Marketing Communication plan embraces for stages such as horizontal integration, internal/external integration, and financial integration. Horizontal integration is a communication that promotes co-operation with manufacturing and operational departments for the co...
8 Pages(2000 words)Essay

Marketing Communication Plan

...?Marketing Communication Plan for Oxfam Background of the Organisation/Current Situation: Oxfam is a charity group, registered in England & Wales andScotland, whose motto is to “fight poverty at its roots” and they undertake different missions from “life-saving emergency responses” to “life-changing development projects and campaigning” (Introduction to Oxfam, 2013). They have branches on a global level including Europe, Canada, Australia, North and South America, Asia, Africa and the Middle East. The organisation still has ambitious plans for further expansion and to reach out to the world by conducting a variety of campaigns to fight poverty and injustice. Objectives for Future: In order to sustain the organisation’s reputation...
7 Pages(1750 words)Essay

Marketing Communication Plan

...MARKETING COMMUNICATION PLAN FOR THE HI-FI AUDIO PRODUCTS Introduction Today's age is the age of information. We proudly use terms like 'knowledge society' or 'knowledge economy' to refer to our highly developed and rapidly advancing society. Today we have multiple modes of communication to access a variety of target audience effectively. When looked from the perspective of a marketer or marketing communication planner, these advancements are an opportunity as well as a challenge. It is an opportunity because now the marketers are available with a number of options to choose from, in order to make sure that their products and the key messages reach the target audience successfully. (Varey 2002) It is a challenge because of the fact...
13 Pages(3250 words)Essay

International dimensions of Intergrated Marketing Communication used by ABSOLUT VODKA

... аnd through our members we hаve а strong presence аt mаjor hubs аround the world. Аlso, customer reseаrch hаs confirmed there is а high consumer аwаreness аttаched to the Stаr Аlliаnce brаnd. “We аre number one in the аlliаnce business. We аre going to mаintаin this position, living up to our vision thаt Stаr Аlliаnce is to be the leаding globаl аirline аlliаnce for the frequent internаtionаl trаveller.” 2) In whаt wаys do Y&R compаnies аct аs globаl suppliers? Marketing strategy is the plan that marketers use to guide their efforts to provide particular products to specified market segments through exchanges. Communication strategy is the plan developed and used by marketing communication managers to provide the necessary communication...
16 Pages(4000 words)Essay

Marketing communication plan

Having prove themselves, surpassed criticism and withstand competition, Bosch surely will be the brand to highlight modernity and customer satisfaction. As its founder, Robert Bosch had envisioned, this new product “would provide a technological innovation that would be enthusiastically accepted in the U.S. marketplace.” So would the new audio system be defined as well.
A product is a bundle of physical, service, and symbolic attributes designed to enhance consumer want satisfaction. (Boone & Kurtz 364) The company aims to fill the need of the customer to be satisfied. This is why product development is crucial in assessing or finding out what consumers seek for in an audio system, in this situation for example. Consumers tend...
7 Pages(1750 words)Lab Report

Intergrated Marketing Communication

...Introduction Learning the art of persuasion is critical for a consumer organization precisely because it is the most important determinant of sales volume. The act of trying to influence, change or convince someone’s opinion to perform an action such as purchasing a product or voting for a candidate in election is known as persuasion (Encarta 2003). Understanding the mechanism underlying human persuasion has been the subject of several social and business studies with one of the more prominent framework developed being the Elaboration Likelihood Model of Persuasion (ELM). In this study, the principles of ELM shall be discussed in line with the management of marketing communications of Jacob’s Creek with respect to its red wine labels...
6 Pages(1500 words)Essay

Marketing Communication Plan

...Table of Contents Executive Summary 2 Introduction 3 Analysis 5 Conclusion and Recommendations 9 References 11 Bibliography 14 Executive Summary Marketing communication plan of a newly launched product helps the product to place itself on the market as a unique and trusted consumer friendly product. Marketing communication is mainly associated with the promotional aspect of the 4P’s of marketing mix. A proper marketing communication program on the part of company can make or break the image of a brand. Therefore, a proper synchronisation of the entire communication process steps can make all the difference and earn the requisite success for a new brand in a relatively alien business environment...
8 Pages(2000 words)Term Paper

MARKETING COMMUNICATION PLAN

McDonalds’s Corporation has redesigned its strategy for communication with great focus on the target audience (recipient). The strategy is designed to pass information to both internal and external parties, having interest in McDonald’s. Internal communication strategy targets mainly the staffs and shareholders, channels used to are intranet network and newsletter. External parties mainly consumers and potential investors are kept in touch with the company through promotion. The channels use is mainly advertisement using online platform and billboards, which updates them on the company’s products and services.
The Corporation has an enormous number of customers of over 68 million in 119 countries whom it has had since its in...
8 Pages(2000 words)Essay

Ryanair's Marketing Communication Plan

The Ryanair Company is headquartered in the city of Dublin in Ireland with a long record of providing the needs of customers with low fares to travel to a number of destinations across the Americas, Africa and Europe (Calder, 2002, Creaton, 2007). The airline has a total stock of one hundred and sixty-eight aircraft plying all the routes the company operates. In the 1990s the company enjoyed tremendous success largely due to the thriving capacity of the low-cost business model.  
Unfortunately, in the last few years, Ryanair has come under increased media lambasting for alleged inefficiency in service provision (Mulligan, 2008, Creaton, 2007). There is no doubt that this unpalatable media propaganda about the laps...

15 Pages(3750 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Intergrated Marketing Communication MC Plan for FREE!

Contact Us