Challenges in integrated marketing communication ppt

MKT466 Bionade in Istanbul Integrated Marketing Communications Campaign PPT
Subject
Writing

Course
MKT466

Question Description
Please see attachment for details. This project worth 20% of the final grades.

International Marketing—MKT 466 Integrated Marketing Communications Campaign Due: Tuesday, April 23, 2019, 9:30 a.m. Information gathered from your City Analysis/Fact Sheet will now serve as the basis for developing an Integrated Marketing Communications Campaign. Your campaign should show, in your judgment, the most effective means of introducing and promoting Bioande, a German, organic, fermented carbonated beverage, as appropriate for your city. With understanding from your previous research (and potential new research), you will develop a campaign that includes promotional materials tailored specifically for your city. A cohesive campaign is essential and must include at least three specific, yet relatable “creatives” for the campaign. You may assume that your distribution channels are in place for your potential target market to have access to the product. The paper should have an introduction of key factors of who your target market profile is and why. Additionally, you will incorporate things you have learned about your target market (e.g. Hofstede’s dimensions, income distribution, etc.) as they apply to your campaign to put your creative in context. You will want to also discuss pricing point(s) and further distribution elements for the sale of Bionade as this may affect your desired segmented, target market. Components for this particular IMC Campaign Plan are: • Description of the target market • Desired market positioning relative to competition • Description of the advertisement and promotional creative strategy and execution along with justification of types of promotions • Potential weaknesses and problems with the campaign The paper should be a pdf of 4 to 6 pages, 1 ½ spaced, 12 pt Times New Roman, 1” margins (not including the creatives). The creatives should be referred to in the text or may be placed in the appendix as stand-alone items (only 1 file should be submitted). Again, please include screenshots/drawings/visuals of your creatives. A few caveats with this assignment: • You are not able to change the packaging (e.g., logo, colors of the brand, the bottle, etc.) • The budget for this campaign is $80,000. You do not need to price/source out your items but you need to be cognizant that you do not have an unlimited amount to spend; do not try to put together a budget or costs associated with the campaign items. • Each creative is separate yet there needs to be consistency of the messages produced. • Justification of each creative’s theme, message, and medium must be included and shown to have context.