Part 1: Marketplace Situation Analysis (4 pages)
Analyze the internal and external influences of the integrated marketing communications (IMC) of your Coke (soda) product. Analysis should include the following:
Internal Analysis: Relative strengths and weaknesses of the brand, IMC and promotional organization and its capabilities, previous IMC and promotional programs, brand image
External Analysis: Customer behaviour analysis, Competitive analysis
Environment Analysis: What are the marketing mix implications (context of 4 Ps) of your marketplace situation analysis for your brand/product strategy and the development of your IMC plan?
Part 2: Target Market
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Explain how profiling the current target market of a brand can assist in identifying segments and selecting segment characteristics that can help to create IMC messages and media selection that reach a targeted prospect segment.
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From your target market, select and describe two target market segments for your brand/product. Describe each segment separately by using the five types of segmentation variables discussed in your textbook.
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Identify the two most important consumer characteristics for each of the target market segments. Explain how the brand links to these particular characteristics.
Part 3: SWOT Analysis (1 page)
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From the information analyzed in Parts 1-2 above, summarize in point form the external opportunities and threats and internal strengths and weaknesses of your brand.
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To complete the SWOT analysis, prioritize it for your brand/product.
Part 4: IMC Objectives
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Based on the prioritized SWOT analysis findings, develop three specific IMC objectives to guide the development of your IMC plan.
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For each objective, articulate whether it is a communication or behavioural objective and provide the rationale for selecting this type of objective.
- Explain how each of these objectives evolved from the marketplace situation analysis, the target market, and the prioritized SWOT Analysis findings.