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Intergrated Marketing Communication MC Plan - Case Study Example

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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…
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Intergrated Marketing Communication MC Plan
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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
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