14 Aug Assessment: IMC Strategy Working individually, students will be required to

Assessment: IMC
Strategy

Working
individually, students will be required to follow an established format and use
research and IMC theory to develop an IMC strategy for a client/brand. The IMC
Strategy Development structure is detailed in this Assessment Guide.
Details:
Length: 2,000 words (+/- 10%)
Approach: Individual
Format:
Professional report
Weighting:
40%
You
MUST upload PDF copy of your assignment
You
must have an Australian focus for the brand you select.

IMC STRATEGY STRUCTURE:
Section
1: Strategic Review
Message
Review
Channel
Review
Section
2: Horizon Scanning
Target
Analysis
Competitor
Analysis
Section
3: Strategy Development
Competitive
Consumer Benefit
Message
and Media Strategy

Note: You must
have an Australian focus for the brand you select.

IMC Strategy
Development

Current Practice

1)
Message Review
e view(Wk9)

2)
Channel
Review nnel
Review(W9)

Current Practice & Improved
Approach

3)
Target Market
get Market(Wk10)

4)
Competitor Profile(Wk10)

Improved Approach

5)
Campaign Development
Development(Wk11)

6)
Media Strategy testing Strategy and Testing(Wk11)

Students must select topics from the ten brands
listed below

Assignment
Topics

Woolworths
.woolworths.com.au/”>www.woolworths.com.au

Qantas
.qantas.com.au/”>www.qantas.com.au

ANZ
.anz.com.au/”>www.anz.com.au

Myer
.myer.com.au/”>www.myer.com.au

The
Body Shop
.thebodyshop.com.au/”>www.thebodyshop.com.au

Coles
.coles.com.au/”>www.coles.com.au

Virgin
Airlines
.virginaustralia.com/”>www.virginaustralia.com

Commonwealth
Bank
.commbank.com.au/”>www.commbank.com.au

David Jones
.davidjones.com.au/”>www.davidjones.com.au

Cue
.cue.com.au/”>www.cue.com.au

:
Establishing Objectives and Budgeting
Primary
Research:
A critical component of
Integrated Marketing Communications is the use of reputable data to develop and
justify strategic decisions. Although
this is not a marketing research assignment, our focus needs to be on how to
best utilize both primary and secondary sources of marketing research. Commonly used forms of primary research are
survey, interview, focus group, experiment, observation, and mystery
shopper. The last two, observation and
mystery shopper, we will utilize in this assignment. Observation and mystery shopper are
particularly important because they help us gain a consumer perspective which
is a key goal of IMC. Observation is where we as marketers
view the ways in which consumers interact with the brand or product. Based on this we can make assumptions on a
range of areas such as consumer decision making, consumer demographics,
promotional impact, ect. Mystery shopper is where we as
marketers act as a consumer and have interactions with the brand, services cape,
company staff, ect. For each of these
tools we need to include an appendix detailing our research. Components for including primary research:
1. Questions What are the specific consumer
behavior/marketing areas you are looking for?
2. Data A detailed description of what
you witnessed
3. Application What are the results of this
data from an IMC perspective? How can we
incorporate this into our strategy development approach? Consider the sections of the assignment.

Secondary
Research:
Secondary research differs from primary research in that we do not
specifically undertake the research ourselves but rather we utilize information
already available. Secondary research
can be a powerful tool for marketing but it is important to provide details on
how the particular type of data applies to our strategy development
context. Different types of secondary
data we can utilize include official company websites, online forums, new
articles, review by marketing companies (such as inter-brand), ect. Again, as with primary research, when we include
secondary research we need to provide the example and then provide a discussion
of the application to our topic. This
would be provided in the appendix for each piece of primary data you use.

:
Message Strategy and Execution
Strategic
Review: Message Review and Channel Review
1.0 Message Review
1.1 Current Message Strategy
Discuss the current message
approach of your selected organization.
Detail the tagline, the visibility of the message, and the length of
time this message has been in use. This will need to address both push and pull
message strategy elements:

Address the organizationone-way (push) communication approach planned messages. This is
typically used to gain awareness and build the brand and encompasses the
organisations planned messages. Remember to use examples.

Address the organisations two-way (pull) communication approach
product and service messages. This is typically used to build and enhance
relationships with the target market to ensure a positive and long-standing
relationship for both parties. Remember to use examples.

1.2 Message Effectiveness Critique
The second component of the
message review section is a message effectiveness critique. This requires assessing the effectiveness of
the organisations current message approach.
For this it is best to find 3rd party information (not from the
organisation) that discusses how well the message
approach has worked. Some questions to
consider:

Has the current approach had the result the
organisation intended for it to have?

Has there been any unintended consequences of
this approach? Unplanned messages?

What are the ways in which the organisation
can improve its message approach?

Is there an alternative approach, which would
be better? Support with
referencing.

1.3 Proposed Message Strategy Adjustments
The final element of the message review
section is proposed adjustments to the organisations current approach. There are always ways in which the
organisation can improve its tagline, strategy, or implementation or message. This section (supported by referencing) needs
to briefly outline the intended course of action to improve the message
strategy of your organisation.

This section is presented in
example form and will be discussed in class

2.0 Channel Review
2.1 Channel Integration Grid

Factors of
Integration

TV

Print

Radio

Internet

Direct
Mail

Packaging

Sales
Staff

Logo

Logo is
integrated well across all elements except direct mail where the logo is a
different design and not prevalent.

Tagline

Tagline is
poorly integrated across media channels.
It is not prevalent on the internet site, direct mail, or packaging of
the product. Sales staff were
unfamiliar with the tagline when prompted.

Corporate
Colours

Corporate
colours of red and blue are presented well and are consistent across all
channel elements. This is a strength
of the current IMC approach.

Message
Strategy

Message
strategy was coordinate across the majority of elements except the internet
site (not present) and the direct mail (slightly incorrect) elements.

Multiple
Audiences

Multiple
audiences are discussed in different channels with the exception of direct
mail. It is worthy of note that
because direct mail is a far more targeted approach than the others it is
reasonable to assume this would be more focused than traditional medial
approaches.

Common Objectives

Objectives
are coordinated across the majority media elements. Internet and direct mail focus on different
elements, relationship rather than awareness, and this could be coordinated
better with other communications media.

Common Image

All
elements of image are integrated well with the exception of direct mail. As highlighted in the other factors of
integration, direct mail has little in common with the key message and tone
which the organisation sends about itself to its target market. Direct mail presents a vastly different
image than other media elements.

High Integration

Mid Integration

Low Integration

Grid Key:

This section is presented in
example form and will be discussed in class

2.2 Channel Effectiveness Critique
Section 2.1 Channel Integration Grid has outlined a number of strengths and
weaknesses in the current one and two-way communications approach of the
organisation. Regarding factors of
integration strengths, corporate colours were very strong and were consistent
across all media. Furthermore, the logo
was highly integrated into media and multiple audiences were largely attained
across media types improving value of spend.
Strengths of media included TV, print, radio, and product packaging
which presented a consistent strategy at all times. Factors of integration weaknesses were also
present with key elements requiring attention being the tagline and message
strategy delivery. Both elements were
missing from some communications and represent a critical weakness for the
organisation. Weaknesses of media exist
specifically in the direct mail channel, as well as the companies online
presence. Direct mail represents a
critical issue for the organisation as it has limited coordination in in terms
of both integration factors or cooperation with other media elements.

2.3 Proposed Channel Strategy Adjustments
There are a number of key
elements that can be used to improve the situation outlined in sections 2.1 and
2.2. The suggested improvements
including the following:

Direct mail is a critical issue for the
organisation and needs to be improved or scraped from the IMC mix. It is proposed that direct mail take a
supporting, sales promotion based function to support the other elements of the
IMC mix. This would include integration
in specific promotions with other tools including mass media, online and staff
service messages.

The tagline of the organisation is not
consistent. It is used in a number of
variations and is omitted all together from some media elements. As the tagline (and related message strategy
discussed in section 1) is a key element of an IMC approach it is proposed that
a new tagline be developed to better articulate the key competitive advantage
of our organisation over others in the market place. The new approach will incorporate a
competitive consumer benefit and a message strategy execution. This will be addressed in section 5 Campaign Development.

:
Media and Contact Strategy. Evaluation.
Horizon
Scanning: Target Market and Competitor Profile
3.0 Target Market
The purpose of the Horizon Scanning section is to
understand the organisations CURRENT approach while developing opportunities
for IMPROVEMENTS which may provide additional opportunities for the
organisation. Sections 3.1-3.5 will
detail this with section 3.6 Target Market Description Statement identifying
the specific target you intend to communication with for your proposed
campaign. In this section you need to
support your work with secondary referencing.

3.1 Geographic Segmentation (P.205)
Developed by area (region,
nation, state, district, suburb).
3.2 Demographic Segmentation (P.205)
Developed by characteristics of a
human population (age, sex, family size, income, ect).
3.3 Psychographic Segmentation (P.205)
Developed on the basis of
personality or lifestyle (personality, values, lifestyle).
3.4 Behavioural Segmentation (P.205)
Developed on the basis of usage
(product usage, loyalties, or buying response).

3.5 Benefit Segmentation (P.206)
Developed by looking at
advantages consumers are looking for in the offering.
3.6 Target Market Description Statement
(P.207)
For example
Triumph
motorcycles services a wide range of target markets via its distinct niche
product lines. The key target market of Triumphs urban sports market is
described as:

Males
aged 20-34 who currently hold an Australian open motor cycle license. These
users currently own or are looking to purchase a motorcycle and are motivated
by prestige, performance, quality and to a lesser degree, price. They come from
a wide range of backgrounds but are unified by a common interest in
motorcycling. They tend to be self motivated risk takers who are happy go
against the norm.

This section is presented in
example form and will be discussed in class

4.0 Competitor Profile
4.1 Competitive Framework

How does
your organisation fit into its competitive framework? A perceptual map is a grid of the
competitive environment. This grid is
developed from research and is set against criteria most relevant to the
target market. For example, criteria 1
could be price (vertical), and criteria 2 could be service delivery
(horizontal). When selecting
competitors pick 2 or 3 direct competitors to give an accurate account of
where your organisation sits.
Additionally, provide a paragraph to support your selection of both
the criteria chosen and the competitors selected, with referencing for
both.

4.2 Competitor Analysis Offerings and
Communication
This section deals with
consumers evaluation (thoughts, feelings, perceptions, and attitudes) of
competitors (compared to the product you are basing this project on) based on
the communication they have received from and about them. Highlight any weaknesses or inconsistencies
you have found between the companys communication about the product and the
way that consumers evaluate the same product.
This may identify areas where your competitors are weak and where a gap
in the market may exist. You are required
to describe, compare and contrast competitors product offerings and marketing
communication with customers, for instance, their message strategy, media
strategy and contact strategy.

4.3 Competitive Advantage
Competitive
advantage is something unique or special that your company does or possesses
that provides an advantage over competitors.
Competitive advantage can stem from cost leadership (lowest cost
product) or differentiation.
Alternatively, the firm can achieve competitive advantage through a
focused approach that requires the firm to concentrate on a narrow, exclusive
competitive segment. Identify the source
of competitive advantage that exists or that should be developed using the
previous sections as justification.

Measuring
the Effectiveness of the IMC Program
Strategy Development I: Campaign
Development
5.0 Campaign Development
5.1 Competitive Consumer Benefit Statement
Your
competitive consumer benefit needs to be developed off what you have addressed
in the first four sections of this strategy report; message review, channel
review, target market, and competitor profile.
The first component here is a justification for your CCB which justified
against those four elements. Your
competitive consumer benefit should be based off all you identified. How does
this approach adjust the message/channel approach currently adopted by your organisation? What can you offer your target market? How does this approach differ to what is
offered by competitors?

Additionally,
you must include your CCB statement: Include
your CCB statement here

5.2 Message Strategy Statement (P.285)
The purpose of a message strategy statement
is to articulate the guiding principles of your campaign.

For (who is the behavioural target our
communication program is to impact?)

Who (what is the customer insight that has been
identified and what is the category motivation that drives that customer or
prospect?)

Our product
is a (what is
our product or service in the eyes of the customer or prospect, that is, what
is our whole product?)

That
provides (what is
the key benefit or value the customer wants and our brand or product can
deliver based on our insights?)

Unlike (who is the relevant competitor or
competitors?)

Our product
is (what is
our key point of differentiating relevance?)

5.3 Message Strategy Approach (P.285-303)
This section
will discuss which message strategy you have selected and why. Examples of message strategy approaches
include generic, pre-emptive, unique selling proposition, positioning, brand
image, inherent drama, resonance, and affective. It is critical in this section that you
support your selection with elements outlined in the preceding sections of this
document as well as references from 3rd parties. Selection which are NOT supported will not
receive a passing grade. Details on
different strategic approaches are included in chapter 9 of the text.
:
Direct and Interactive Marketing
Strategy
Development II: Media Strategy
6.0 Media Strategy (P.310, Chapter 10)
Select and justify the top 2
choices for media in company, customer, intrinsic, and unexpected. Discuss in detail the approach, purpose, and
implementation of the choices and be as specific as you can. Support with referencing.

6.1 Company Contacts
These are planned marketing
communication activities. Make sure you
include specific media choices and scheduling and justify your decisions using
the previous sections. Some examples
include

6.2 Customer Contacts
These are created when a consumer
actively searches out the brand. The
main role of the company is this kind of contact is to be available to
facilitate relationship building with customers. Some examples include

6.3 Intrinsic Contacts
These contacts are inherent in
the process of acquiring and using the brand and act as a supporting
element. Some examples include

6.4 Unexpected Contacts
Expected contacts occur when
something is communicated by the brand, but are not by definition under the
control of the company. Identify the
potential contact points and discuss how and why the company needs to manage
unexpected contacts. Some examples
include
:
IMC Strategy Assignment Session

Current Practice

1.0 Message Review

1.1
Current Message Strategy

1.2
Message Effectiveness Critique

1.3
Proposed Message Strategy Adjustments

2. Channel Review

2.1
Channel Integration Grid

2.2
Channel Effectiveness Critique

2.3
Proposed Channel Strategy Adjustments

Current Practice AND
Improved Approach

3. Target Market

3.1
Geographic

3.2
Demographic

3.3
Psychographic

3.4
Behavioural

3.5
Benefit

3.6 Target
Market Description Statement

4. Competitor Profile

4.1
Competitive Framework

4.2
Competitor Analysis Offerings and Communication

4.3
Competitive Advantage

Improved Approach

5.0 Campaign Development

5.1
Competitive Consumer Benefit Statement

5.2
Message Strategy Statement

5.3
Message Strategy Approach

6.0 Media Strategy and Testing

6.1
Company Contacts

6.2
Customer Contacts

6.3
Intrinsic Contacts

6.4
Unexpected Contacts

Assessment: IMC
Strategy Working
individually, students will be required to follow an established format and use
research and IMC theory to develop an IMC strategy for a client/brand. The IMC
Strategy Development structure is detailed in this Assessment Guide. Details: Length: 2,000 words (+/- 10%) Approach: Individual Format:
Professional report Weighting:
40% You
MUST upload PDF copy of your assignment You
must have an Australian focus for the brand you select.IMC STRATEGY STRUCTURE: Section
1: Strategic Review Message
Review Channel
Review Section
2: Horizon Scanning Target
Analysis Competitor
Analysis Section
3: Strategy Development Competitive
Consumer Benefit Message
and Media StrategyNote: You must
have an Australian focus for the brand you select.IMC Strategy
DevelopmentCurrent Practice1)
Message Reviewe view(Wk9)2)
Channel
Review nnel
Review(W9)Current Practice & Improved
Approach3)
Target Marketget Market(Wk10)4)
Competitor Profile(Wk10)Improved Approach5)
Campaign DevelopmentDevelopment(Wk11)6)
Media Strategy testing Strategy and Testing(Wk11)Students must select topics from the ten brands
listed belowAssignment
TopicsWoolworths.woolworths.com.au/”>www.woolworths.com.au
Qantas.qantas.com.au/”>www.qantas.com.au
ANZ.anz.com.au/”>www.anz.com.au
Myer.myer.com.au/”>www.myer.com.au
The
Body Shop.thebodyshop.com.au/”>www.thebodyshop.com.au
Coles.coles.com.au/”>www.coles.com.au
Virgin
Airlines.virginaustralia.com/”>www.virginaustralia.com
Commonwealth
Bank.commbank.com.au/”>www.commbank.com.au
David Jones.davidjones.com.au/”>www.davidjones.com.au
Cue.cue.com.au/”>www.cue.com.au
:
Establishing Objectives and BudgetingPrimary
Research:A critical component of
Integrated Marketing Communications is the use of reputable data to develop and
justify strategic decisions. Although
this is not a marketing research assignment, our focus needs to be on how to
best utilize both primary and secondary sources of marketing research. Commonly used forms of primary research are
survey, interview, focus group, experiment, observation, and mystery
shopper. The last two, observation and
mystery shopper, we will utilize in this assignment. Observation and mystery shopper are
particularly important because they help us gain a consumer perspective which
is a key goal of IMC. Observation is where we as marketers
view the ways in which consumers interact with the brand or product. Based on this we can make assumptions on a
range of areas such as consumer decision making, consumer demographics,
promotional impact, ect. Mystery shopper is where we as
marketers act as a consumer and have interactions with the brand, services cape,
company staff, ect. For each of these
tools we need to include an appendix detailing our research. Components for including primary research:1. Questions What are the specific consumer
behavior/marketing areas you are looking for?2. Data A detailed description of what
you witnessed3. Application What are the results of this
data from an IMC perspective? How can we
incorporate this into our strategy development approach? Consider the sections of the assignment. Secondary
Research:Secondary research differs from primary research in that we do not
specifically undertake the research ourselves but rather we utilize information
already available. Secondary research
can be a powerful tool for marketing but it is important to provide details on
how the particular type of data applies to our strategy development
context. Different types of secondary
data we can utilize include official company websites, online forums, new
articles, review by marketing companies (such as inter-brand), ect. Again, as with primary research, when we include
secondary research we need to provide the example and then provide a discussion
of the application to our topic. This
would be provided in the appendix for each piece of primary data you use.:
Message Strategy and ExecutionStrategic
Review: Message Review and Channel Review1.0 Message Review1.1 Current Message StrategyDiscuss the current message
approach of your selected organization.
Detail the tagline, the visibility of the message, and the length of
time this message has been in use. This will need to address both push and pull
message strategy elements:
Address the organizationone-way (push) communication approach planned messages. This is
typically used to gain awareness and build the brand and encompasses the
organisations planned messages. Remember to use examples.
Address the organisations two-way (pull) communication approach
product and service messages. This is typically used to build and enhance
relationships with the target market to ensure a positive and long-standing
relationship for both parties. Remember to use examples. 1.2 Message Effectiveness CritiqueThe second component of the
message review section is a message effectiveness critique. This requires assessing the effectiveness of
the organisations current message approach.
For this it is best to find 3rd party information (not from the
organisation) that discusses how well the message
approach has worked. Some questions to
consider:
Has the current approach had the result the
organisation intended for it to have?
Has there been any unintended consequences of
this approach? Unplanned messages?
What are the ways in which the organisation
can improve its message approach?
Is there an alternative approach, which would
be better? Support with
referencing. 1.3 Proposed Message Strategy AdjustmentsThe final element of the message review
section is proposed adjustments to the organisations current approach. There are always ways in which the
organisation can improve its tagline, strategy, or implementation or message. This section (supported by referencing) needs
to briefly outline the intended course of action to improve the message
strategy of your organisation.
This section is presented in
example form and will be discussed in class2.1 Channel Integration GridFactors of
IntegrationTVPrintRadioInternetDirect
MailPackagingSales
StaffLogoLogo is
integrated well across all elements except direct mail where the logo is a
different design and not prevalent. TaglineTagline is
poorly integrated across media channels.
It is not prevalent on the internet site, direct mail, or packaging of
the product. Sales staff were
unfamiliar with the tagline when prompted.
Corporate
ColoursCorporate
colours of red and blue are presented well and are consistent across all
channel elements. This is a strength
of the current IMC approach. Message
StrategyMessage
strategy was coordinate across the majority of elements except the internet
site (not present) and the direct mail (slightly incorrect) elements. Multiple
AudiencesMultiple
audiences are discussed in different channels with the exception of direct
mail. It is worthy of note that
because direct mail is a far more targeted approach than the others it is
reasonable to assume this would be more focused than traditional medial
approaches. Common ObjectivesObjectives
are coordinated across the majority media elements. Internet and direct mail focus on different
elements, relationship rather than awareness, and this could be coordinated
better with other communications media.
Common ImageAll
elements of image are integrated well with the exception of direct mail. As highlighted in the other factors of
integration, direct mail has little in common with the key message and tone
which the organisation sends about itself to its target market. Direct mail presents a vastly different
image than other media elements. High IntegrationMid IntegrationLow IntegrationGrid Key:
This section is presented in
example form and will be discussed in class2.2 Channel Effectiveness CritiqueSection 2.1 Channel Integration Grid has outlined a number of strengths and
weaknesses in the current one and two-way communications approach of the
organisation. Regarding factors of
integration strengths, corporate colours were very strong and were consistent
across all media. Furthermore, the logo
was highly integrated into media and multiple audiences were largely attained
across media types improving value of spend.
Strengths of media included TV, print, radio, and product packaging
which presented a consistent strategy at all times. Factors of integration weaknesses were also
present with key elements requiring attention being the tagline and message
strategy delivery. Both elements were
missing from some communications and represent a critical weakness for the
organisation. Weaknesses of media exist
specifically in the direct mail channel, as well as the companies online
presence. Direct mail represents a
critical issue for the organisation as it has limited coordination in in terms
of both integration factors or cooperation with other media elements. 2.3 Proposed Channel Strategy AdjustmentsThere are a number of key
elements that can be used to improve the situation outlined in sections 2.1 and
2.2. The suggested improvements
including the following:
Direct mail is a critical issue for the
organisation and needs to be improved or scraped from the IMC mix. It is proposed that direct mail take a
supporting, sales promotion based function to support the other elements of the
IMC mix. This would include integration
in specific promotions with other tools including mass media, online and staff
service messages.
The tagline of the organisation is not
consistent. It is used in a number of
variations and is omitted all together from some media elements. As the tagline (and related message strategy
discussed in section 1) is a key element of an IMC approach it is proposed that
a new tagline be developed to better articulate the key competitive advantage
of our organisation over others in the market place. The new approach will incorporate a
competitive consumer benefit and a message strategy execution. This will be addressed in section 5 Campaign Development. :
Media and Contact Strategy. Evaluation.Horizon
Scanning: Target Market and Competitor Profile3.0 Target MarketThe purpose of the Horizon Scanning section is to
understand the organisations CURRENT approach while developing opportunities
for IMPROVEMENTS which may provide additional opportunities for the
organisation. Sections 3.1-3.5 will
detail this with section 3.6 Target Market Description Statement identifying
the specific target you intend to communication with for your proposed
campaign. In this section you need to
support your work with secondary referencing.
3.1 Geographic Segmentation (P.205)Developed by area (region,
nation, state, district, suburb). 3.2 Demographic Segmentation (P.205)Developed by characteristics of a
human population (age, sex, family size, income, ect). 3.3 Psychographic Segmentation (P.205)Developed on the basis of
personality or lifestyle (personality, values, lifestyle). 3.4 Behavioural Segmentation (P.205)Developed on the basis of usage
(product usage, loyalties, or buying response).
3.5 Benefit Segmentation (P.206)Developed by looking at
advantages consumers are looking for in the offering. 3.6 Target Market Description Statement
(P.207)For example
Triumph
motorcycles services a wide range of target markets via its distinct niche
product lines. The key target market of Triumphs urban sports market is
described as: Males
aged 20-34 who currently hold an Australian open motor cycle license. These
users currently own or are looking to purchase a motorcycle and are motivated
by prestige, performance, quality and to a lesser degree, price. They come from
a wide range of backgrounds but are unified by a common interest in
motorcycling. They tend to be self motivated risk takers who are happy go
against the norm.
This section is presented in
example form and will be discussed in class4.1 Competitive FrameworkHow does
your organisation fit into its competitive framework? A perceptual map is a grid of the
competitive environment. This grid is
developed from research and is set against criteria most relevant to the
target market. For example, criteria 1
could be price (vertical), and criteria 2 could be service delivery
(horizontal). When selecting
competitors pick 2 or 3 direct competitors to give an accurate account of
where your organisation sits.
Additionally, provide a paragraph to support your selection of both
the criteria chosen and the competitors selected, with referencing for
both.
4.2 Competitor Analysis Offerings and
CommunicationThis section deals with
consumers evaluation (thoughts, feelings, perceptions, and attitudes) of
competitors (compared to the product you are basing this project on) based on
the communication they have received from and about them. Highlight any weaknesses or inconsistencies
you have found between the companys communication about the product and the
way that consumers evaluate the same product.
This may identify areas where your competitors are weak and where a gap
in the market may exist. You are required
to describe, compare and contrast competitors product offerings and marketing
communication with customers, for instance, their message strategy, media
strategy and contact strategy. 4.3 Competitive AdvantageCompetitive
advantage is something unique or special that your company does or possesses
that provides an advantage over competitors.
Competitive advantage can stem from cost leadership (lowest cost
product) or differentiation.
Alternatively, the firm can achieve competitive advantage through a
focused approach that requires the firm to concentrate on a narrow, exclusive
competitive segment. Identify the source
of competitive advantage that exists or that should be developed using the
previous sections as justification. Measuring
the Effectiveness of the IMC ProgramStrategy Development I: Campaign
Development5.0 Campaign Development5.1 Competitive Consumer Benefit StatementYour
competitive consumer benefit needs to be developed off what you have addressed
in the first four sections of this strategy report; message review, channel
review, target market, and competitor profile.
The first component here is a justification for your CCB which justified
against those four elements. Your
competitive consumer benefit should be based off all you identified. How does
this approach adjust the message/channel approach currently adopted by your organisation? What can you offer your target market? How does this approach differ to what is
offered by competitors? Additionally,
you must include your CCB statement: Include
your CCB statement here5.2 Message Strategy Statement (P.285)The purpose of a message strategy statement
is to articulate the guiding principles of your campaign.
For (who is the behavioural target our
communication program is to impact?)
Who (what is the customer insight that has been
identified and what is the category motivation that drives that customer or
prospect?)
Our product
is a (what is
our product or service in the eyes of the customer or prospect, that is, what
is our whole product?)
That
provides (what is
the key benefit or value the customer wants and our brand or product can
deliver based on our insights?)
Unlike (who is the relevant competitor or
competitors?)
Our product
is (what is
our key point of differentiating relevance?)5.3 Message Strategy Approach (P.285-303)This section
will discuss which message strategy you have selected and why. Examples of message strategy approaches
include generic, pre-emptive, unique selling proposition, positioning, brand
image, inherent drama, resonance, and affective. It is critical in this section that you
support your selection with elements outlined in the preceding sections of this
document as well as references from 3rd parties. Selection which are NOT supported will not
receive a passing grade. Details on
different strategic approaches are included in chapter 9 of the text. :
Direct and Interactive MarketingStrategy
Development II: Media Strategy6.0 Media Strategy (P.310, Chapter 10)Select and justify the top 2
choices for media in company, customer, intrinsic, and unexpected. Discuss in detail the approach, purpose, and
implementation of the choices and be as specific as you can. Support with referencing. 6.1 Company ContactsThese are planned marketing
communication activities. Make sure you
include specific media choices and scheduling and justify your decisions using
the previous sections. Some examples
include 6.2 Customer ContactsThese are created when a consumer
actively searches out the brand. The
main role of the company is this kind of contact is to be available to
facilitate relationship building with customers. Some examples include 6.3 Intrinsic ContactsThese contacts are inherent in
the process of acquiring and using the brand and act as a supporting
element. Some examples include 6.4 Unexpected ContactsExpected contacts occur when
something is communicated by the brand, but are not by definition under the
control of the company. Identify the
potential contact points and discuss how and why the company needs to manage
unexpected contacts. Some examples
include :
IMC Strategy Assignment SessionCurrent Practice1.0 Message Review 1.1
Current Message Strategy1.2
Message Effectiveness Critique1.3
Proposed Message Strategy Adjustments2. Channel Review 2.1
Channel Integration Grid2.2
Channel Effectiveness Critique2.3
Proposed Channel Strategy AdjustmentsCurrent Practice AND
Improved Approach3. Target Market3.1
Geographic3.2
Demographic3.3
Psychographic3.4
Behavioural3.5
Benefit3.6 Target
Market Description Statement4. Competitor Profile4.1
Competitive Framework4.2
Competitor Analysis Offerings and Communication4.3
Competitive AdvantageImproved Approach5.0 Campaign Development5.1
Competitive Consumer Benefit Statement5.2
Message Strategy Statement5.3
Message Strategy Approach 6.0 Media Strategy and Testing6.1
Company Contacts6.2
Customer Contacts6.3
Intrinsic Contacts6.4
Unexpected Contacts

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