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4,500 words paper, Integrated Marketing Communication

MKT20021 Integrated Marketing Communication
Assessment 2: IMC PLAN Word limit: 4,500 (+/- 10%) Weighting: 35% Due date: End of Week 10 (by
midnight Sunday).
Group membership: 3-4 p/group.
Assessment overview
This assessment task requires you to collaborate as a team to develop an integrated marketing
communications (IMC) plan for a client. The team should agree upon a Brand (Company) that
they are familiar with and interested in Researching. You should NOT use major Brands such
as Nike, Apple, Microsoft, no major motor vehicle companies, no major Banks. You may use
the company you work for, or a company the Group is familiar with. Try and choose a
Company/Brand that requires Promotion to create more awareness, build sales, change
people’s attitude towards the Brand.
In completing this assessment, you will demonstrate your team’s ability to deconstruct and interpret
information, apply advanced learning from this unit, and most importantly, develop a compelling
Integrated Marketing Communications strategy and explain why and how it will be executed, what
media will be used and how much Budget you require for the Campaign.
Assessment details
You should write this IMC Plan as though you would present it the CEO of the Brand/Company you
have chosen.
The IMC plan is to be written as a professional document in business report format (see the student toolbox
on Blackboard for a guide on how to write a report). The plan should demonstrate a consistent and
appropriate style of presentation and use Harvard referencing throughout. The IMC plan should reflect the
integration of informed decisions and judgments as well as the application of your team’s knowledge of
Theories learnt during this study period.
In your team’s IMC plan, include the following:
Executive summary: This is a summary of the approach taken, the main findings and the key
recommendations for the client. This is not an introduction. The summary should be kept to a maximum of
one page and is not included in the total word count. This is completed after you have completed all
sections of your IMC Plan.
Table of Contents: create this from within the Document (see Microsoft word > insert> Index and Tables>
Table of Contents. Each page of this IMC Plan should be numbered and the Table of Contents should
include those page numbers.
Step 1 – Situation Analysis Section
Introduction and Background:
Introduction – a brief section on why the IMC Plan is required and the structure of the IMC Plan.
Background – another brief section on the Background of the Brand/Company. This section should include a brief
history of the Company, the Industry it competes in and commentary about the product(s) it offers.
Situational analysis: In the main body of the Plan only include a discussion of significant and relevant
factors/trends that directly impact the organisation. Include critical success factors and the relevant
organisational strengths and weaknesses. Additional detailed analysis should be provided as appendices
(e.g. client and competitor analysis). Your situation analysis must include the following:
• Macro Environmental Analysis: this section requires you to scan (research) the broader
external environmental issues that can impact either in a positive or negative way upon
the Company. The outcome of your research will create some Opportunities or Threats
for the Company. One of the main tools for this analysis is the PESTLE model.
• Micro Environmental Analysis: this section requires you to analyse the Industry that your
company operates in. This will determine if the Industry to an attractive one to be in or
get into or to remain in. A good tool for this research and analysis is Porters 5 Forces
Model OR the 3 C’s model (Company/Competition/Consumers. The outcome of this
analysis will provide more Opportunities and Threats.
• Internal Analysis: The internal capabilities of the Company are analysed in this section. A
good tool for this analysis is Porter’s Value Chain that enables you to determine whether
different functions of the Company are either a Strength or a Weakness. Alternatively you
can analyse the Company’s Marketing and non-Marketing functions to arrive at the
Strengths and Weaknesses.
• Create a SWOT Matrix: this is the outcome of all the Strengths and Weaknesses (internal) and
Opportunities and Threats (external) arrived at after researching the Macro External
Environment (using PESTLE model) and the Micro External environment (using e.g.) Porter’s 5
forces to determine the opportunities and threats from external factors. Then you complete an
Internal Analysis of the Brand (client) to ascertain what delivers the Strengths and Weaknesses
of the SWOT.
• Critical Success Factors: You then must research what are the Critical Success Factors in the
Industry (market) that any Company operating in this Industry must be good at to be successful.
If your Company’s Strengths are in sync with the CSF’s then they can create a Sustainable
Competitive Advantage.
• Competitor Analysis: you need to research the main competitors of your Company to
understand their Strategies and also their Strengths and Weaknesses. Upon completion of your
Competitor analysis, create a Positioning Matrix that shows where your Company sits in the
Industry compared to the (major) Competitors.
• Company Mood Board: finally create a Mood Board for your chosen Company. This is a collage
of Images that represent the Brand Image. It is this Brand Image that you communicate you
Personas (Target Audiences) in your Strategies section in Step 2.

Stage 2 – Strategy section.
The Brand and it’s Customers: Before you set your strategies you must understand your Brand and their Customers (and
potential customers). After all it is the Brand that is communicating with their Customers with the desired outcome they
wish to achieve. To understand the Brand better you have created a Moodboard in the previous step.
To understand their customers (and potential customers based on your Situation Analysis, you need to complete the
segmentation process, and finalise your research with Customer Personas.
• Target audience analysis: this section needs to be thorough andinsightful. In your research to
must complete the Segmentation process, identify the 3 key target segments, and then position the
Brand in the Competitive market place. Finally, you have to create personas (at least 3) to clearly
identify and understand your target audience. The Target Audience may change from the
current customers, based on your findings from your previous research.
Your strategy must also consider the following:
• You have to create a NEW product (single) or product range (from the category of your choice).
You will also need to design the packaging of your new product(s) and include images of such
in this plan.
• Your strategy will be developed with the aim of attracting new consumers but also of
providing the existing clients with a new productselection
• You must include innovation in your product with suitable alignment to the brand
(either in the product, the packaging, the use)
• Your budget will depend on:
• What you think the company can afford
• The cost of meeting your objectives with appropriate strategies and tactics.
Communication objectives: What are the overarching Communication objectives? Ensure yourobjectives
for this project are SMART (specific, measurable, achievable, realistic, timely) and in line with the needs of
your client (the Company) and your external analysis.
IMC strategy: choose the IMC elements (eg. Advertising, Direct Marketing, Digital, PR etc) you will use for
your campaign and list objectives for them all. In composing your IMC strategy include information and
evidence to support your recommendations.
Creative strategy (most crucial section of the IMC Plan):
• overarching positioning statement – this should be encapsulated within one paragraph
• message strategy (what to say, major sellingargument)
• big idea (brings strategy tolife)
• Creative Appeals (how to say it, creative appeals)
• Creative Execution – techniques you will use to bring your promotions (adverts.) that is what will
your advertisements and promotions look like to the target audience.
Media strategy: This should include:
This section follows on from your IMC Tool selection (IMC Strategy section) and requires a written section
identifying what forms of media you are going to use and supporting statements why you have chosen those
particular forms of media.
The following sections to be completed are supported by spreadsheets (available on Blackboard in Assignment 3)
for you to complete. This will give you a detailed response to each of the sections and greater understanding of
the financial implications of your strategies.
• media schedule – reflects when certain activities (tactics) will be programmed throughout the
Campaign
• evaluation and control measures – this explains how you will measure the success of each of your
Campaign tactics (activities)
• Budget allocation– this explains why you allocated the funds in your Budget to each of the
different media with supporting statements.
Recommendations: This section is important as it provides guidance to Brand Get research paper samples and course-specific study resources under   homework for you course hero writing service – Manage ment as to what actions you
want them to take to support your findings/strategies from this IMC Plan. For examples, one of the
recommendations that you should always state is for the decision makers to approve your Budget.
Note: Consider the use of appendices, tables and graphs to enrich the presentation of your IMC Plan, and they
also assist with the management of your word count.
Submission details
Please submit your assignment through the Blackboard assignment drop box.
Group work:
The assessment focus is on the process of working in groups:
• collaboration and cooperation
• analysing the task and assigning responsibility for itscomponents
• leadership, teamwork, delegation andcoordination
• preparation and presentation of a report
• setting and maintenance of deadlines for each component
• awareness of issues that arise and techniques for managingdifficulties.
In order to facilitate equity and equal treatment of all members of each group, all members will be required to
submit a Group Evaluation Form (available on the Blackboard unit page) after the Plan has been submitted. Each
student will be required to state the extent of their own contribution to the assignment and their colleagues’
contributions compared with the planned contribution in the Proposal.
The tutor may then determine that an individual has not contributed equally overall and accordingly award
that individual a lower ~ Hire our professional writers now and experience the best assignment help online with our custom paper writing service. We ensure your essays and assignments are expertly researched, written and delivered on time. ~ Grading for the assignment than awarded to others in the group or moderate the final
grade.
5
Criteria: High Distinction
80-100%
Distinction
70-79%
Credit
60-69%
Pass
50-59%
Fail
Situational
analysis (20%)
The situational
analysis
confidently
demonstrates an
excellent
understanding of
the client, their
consumers and
market trends,
guiding strategies
and
recommendations
that exercise
coherence with
the brand, product
portfolio balance
and integrates
both a local
market and
international
scope.
The situational
analysis
demonstrates a
strong
understanding of
the client, their
consumers and
market trends,
guiding strategies
and
recommendations
that exercise
coherence with the
brand, product
portfolio balance
and integrates both
a local market and
international scope.
The situational
analysis
demonstrates a
very good
understanding of
the client, their
consumers and
market trends,
guiding
appropriate
strategies and
recommendations.
The situational
analysis
demonstrates a
basic
understanding of
the client, their
consumers and
market trends,
guiding
appropriate
strategies and
recommendations.
Did not
meet
criterion.
Communication
objectives
(5%)
Objectives are
relevant,
practicable and
demonstrate
originality in
thought with a
thorough
understanding of
the business
problem.
Objectives are
relevant,
practicable and
demonstrate a
thorough
understanding of
the business
problem.
Objectives are
relevant and
demonstrate a very
good
understanding of
the business
problem.
Objectives are
relevant and
demonstrate a
basic
understanding of
the business
problem.
Did not
meet
criterion.
IMC strategy
(20%)
Strategies are well
developed and
constructed,
demonstrating an
awareness and
understanding of
deeper and more
subtle aspects of
relevant IMC
theory and
concepts.
There is strong
evidence of
originality and
independent
thought to address
the client brief.
Strategies are well
developed,
demonstrating an
understanding of
relevant IMC
theory and
concepts.
There is evidence
of originality and
independent
thought to address
the client brief.
Strategies are
sound and justified
by relevant IMC
theory and
concepts, with
evidence of
independent
thought.
Strategies are
sound and
justified by broad
IMC theory and
concepts.
Did not
meet
criterion.
6
Creative strategy
(20%)
Strategies are well
developed and
constructed,
demonstrating an
awareness and
understanding of
deeper and more
subtle aspects of
relevant IMC
theory and
concepts.
There is strong
evidence of
originality and
independent
thought to address
the client brief.
Strategies are well
developed,
demonstrating an
understanding of
relevant IMC
theory and
concepts.
There is evidence
of originality and
independent
thought to address
the client brief.
Strategies are
sound and justified
by relevant IMC
theory and
concepts, with
evidence of
independent
thought.
Strategies are
sound and
justified by broad
IMC theory and
concepts.
Did not
meet
criterion.
Media strategy
(20%)
Strategies reflect
strong evidence of
highly developed
analytical,
evaluative and
problem solving
skills that
demonstrates
originality and
insight to meet the
client’s needs.
The strategies work
in tandem with
other aspects of the
IMC plan.
An excellent launch
plan underpins the
strategies.
Strategies reflect
strong evidence of
developed
analytical,
evaluative and
problem solving
skills and an ability
to fulfil the client’s
needs.
There is very good
cohesion with other
aspects of the IMC
plan.
A strong launch plan
underpins the
strategies.
Strategies reflect
some evidence of
analytical,
evaluative and
problem solving
skills and an ability
to appropriately
address the client’s
needs.
There is evidence of
cohesion with other
aspects of the IMC
plan.
A good launch plan
underpins the
strategies.
Strategies reflect
some evidence of
analytical,
evaluative and
problem solving
skills and an ability
to adequately
address the client’s
needs.
There is evidence of
cohesion with other
aspects of the IMC
plan.
A launch plan
underpins the
strategies.
Did not
meet
criterion.
Innovation and
creativity (5%)
There is strong and
consistent evidence
of out-of-the-box
thinking to engage
the target market.
The execution
demonstrates
originality and
incorporates both
relevant and
innovative
communications
channels.
There is strong
evidence of out-ofthe-box
thinking to
engage the target
market
The execution
incorporates both
relevant and
innovative
communications
channels.
There is some
evidence of creative
and innovative
thinking to engage
the target market.
The execution
incorporates
aspects of relevant
and innovative
communications
channels.
There are aspects
of creative thinking
to engage the
target market.
The execution
incorporates
relevant
communications
channels.
Did not
meet
criterion.
Depth of
research
(5%)
Research is solid
with outstanding
depth and breadth.
Research has
excellent and solid
depth and breadth.
Research has very
good depth and
breadth.
Research has
required depth and
breadth.
Did not
meet
criterion.
Plan structure,
organisation
and attention
to detail
(5%)
The IMC plan is
structured and
demonstrates
excellent flow, style
and cohesion.
Exceptional
attention to detail
(referencing,
grammar,
expression). An
outstanding
communication of
ideas.
The IMC plan is very
well organised and
flow is effective.
High standard of
attention to detail
(referencing,
grammar,
expression).
Excellent
communication of
ideas.
The IMC plan is well
organised and flow
is good.
Good standard of
attention to detail
(referencing,
grammar,
expression). Clear
communication of
ideas.
The IMC plan is
reasonably well
organised and flow
is adequate.
Acceptable
standard of
attention to detail
(referencing,
grammar,
expression). Clear
communication of
ideas.
Did not
meet
criterion.
7
Evaluation Questionnaire
Please rate all members of your team, including yourself, from zero to ten for all of the categories
listed. Total the points. A score of ten indicated outstanding performance, while a five score equals
average performance. A zero score says they didn’t do anything, unacceptable performance!!
Criterion
Names of Team Members
Attended all meetings
Did what they said they would
Quality and accuracy of work
Accepted and took
responsibility
Ability to grasp essentials
Enthusiasm
Hard Work
Warmth and Friendliness
Initiative
A good team member
Total
Any other aspect you would like
to include

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