Task:

You have been tasked to develop an integrated marketing communications plan for the

Wonkie Ice Cream to promote their ice cream to the Malaysian market.

Integrated Marketing Communications Plan $($IMC Plan$)[$Situation Analysis$]$

Background Introduction

The introduction sets the scene for the whole plan. It establishes what is

being promoted; who is doing it; where they are doing it; when they are

doing it; why they are doing it and how long the campaign will be$.$

Situation Analysis

A situation analysis briefly reviews the success $($or otherwise$)$ of the firms$$

current marketing mix and presents an analysis of the various internal and

external factors that will influence how the firm will undertake its IMC

plan.

Example

An assessment of Marketing Mix $4$Ps

Internal Factor

$$ Company Analysis $$ an assessment of company$$s IMC organization

and capabilities

$$ Review of company$$s previous IMC prgrammes and results $($if any$)$

$$ Assessment of company or brand image and implications for IMC

$$ Assessment of relative strength and weakness of product and

service

$$ Assessment of packaging, labelling and brand image

External Analysis

$$ Customer Analysis $$ Who are the customers? What are they like?

When do they purchase? What factors influence them to

purchase? Are they satisfied customers? Do they make repeat

purchase?

$$ Competitor Analysis $$ Who are your competitors? Are they direct

or indirect competitors? Are they aggressive competitors? What

activities do they undertake? What is your position in the market

place in relation to the competitors?

$$ Environmental Analysis $$ PEST

$$ Opportunities Analysis $$ can you see any future opportunities for

your products $/$ services or any idea? Are there any benefits that

can give you a competitive advantage?

$$

Specifics Objectives

$$ Marketing objectives $$ what are you aiming to achieve the overall

marketing programme?

$$ Sales objectives $$ are you aiming to increase sales? How much per

week, month or year?

May $2024$

$$ Communication Objectives $$ what is the message you want to

communicate to potential purchasers of your product?

Budget

$$ Determine your budget: top down approach or bottom up

approach.

$$ Prepare a promotional budget plan

Tactic When Production

Cost

Media

Cost

Total

Advertising

Direct

Marketing

Internet

and

Interactive

Media

Sales

Promotion

Publicity $/$

PR

Personal

Selling

Contigency

Total

Target Audience

$$ Market segmentation

$$ Selecting target market

$$ Positioning

Communication Strategy $$ communication is fundamental to advertising.

$$ Message $$ what is the message being communicated?

$$ Source $$ who will be communicating the message? A celebrity

spokesperson? Actors? The company owner?

$$ Channel $-$ what media channel will be used to communicate the

message?

$$ Receiver $$ who is target audience for the communicated

message?

$$ Feedback $$ what response do you want from the target audience?