Reference no: EM131184285 , Length:

ASSESSMENT TASKS

1. IMC Plan Part A - GROUP or INDIVIDUAL (1800 words maximum)

Students are required to produce an IMC plan in report format. Students are to assume they are the Marcomm Manager (Integrated Marketing Communications Manager), and they are to develop a new product based on one (only) of the following brands:

L'Oreal (toiletries brand)- a new product or service

Unique issue 1: L'Oreal had both the company and all its products using the same brand name. Provide a brief explanation of this dual use of the brand (2 or 3 sentences at most).

Unique issue 2: If the new product is for children students will need to explain and apply the theory of Dimensions of Buying Rolesin Family Decision-making. The article by D P S Verma and Sheetal Kapoor is a good reference.

Unique issue 3: If students decide to introduce a new service rather than a new product they will need to consider the unique characteristics of services(intangible elements usually dominate value creation, cannot be inventoried, often difficult to visualise and evaluate, customers may be involved in co-production, people are often part of the service experience, operational inputs and outputs tend to vary more widely, the time factor often assumes great importance, distribution may take place through non-physical channels) - Lovelock, Patterson and Wirtz (2015).

Part A addresses the following sections:

1. Context Analysis on the three C's
i. Customer - Current, Past and Potential),
ii. Competitor (select two only and undertake a brief comparison The brands, market share strategy and communication they are using),
iii. Communication of their brand such as advertising, sales promotion, public relations, social media).

2. From the information now gathered using the three C's undertake a Duncan's SWOT analysis - only use content for the 3 C's NOT a full environmental analysis.

3. Selection and definition of the target market. Use the segmentation bases to create a profile. Consider using the segments previously developed by Roy Morgan.

4. Brand Positioning (relates only to the particular product or service developed for this report and NOT for the entire brand.

5. Create a perceptual map using the excel formulae provided for you in the tutorial.

6. Integrated Marketing Communications Objectives - refer tutorial week 3 materials and instructions in class.

(The scene is now set for Part B in which students will develop the Creative Strategy.)

Typical report requirements, including an executive summary, introduction, conclusion and reference list (and appendices if required), as well as the main body of the report with tailored headings. Refer to a style guide to decide if material is best suited to be included in the body of the report or in an appendices.

The perceptual map use the link

https://www.youtube.com/watch?v=FQ2XGgbNXWY