3Executive Summary What is it? Who is advertiser? 2017年4月14日5时8分Executive SummaryWhat is it?Who is advertiser?What components? Can you get the logic from it?What are goals about it?Marketing communication planthe Boulder Stop, retail operationThe plan includes a promotions opportunity analysis, corporate strategies, IMC objectives, plus all relevant advertising, promotion, personal selling, sponsorship, and database programs. Finally, a media plan and methods of evaluating the success of the IMC plan• Gain market awareness for the retail operation in the Bend/Redmond, Oregon area.• Establish both an Internet program and a direct marketing program to supplement retailoperations.• Prepare viable advertisements, sales promotions, sponsorships, database programs, andother marketing communication tools for consumer markets.• Create a workable channel communications program with the firm's suppliers.• Develop a useful communication program with other service businesses.
4Promotion Opportunity Analysis BackgroundPositional market: two offeringsMarketer and customerEspresso and climbing gear ()Communications AnalysisCompetitive analysisOpportunity analysisTarget market analysisCustomer analysisMarket segmentation strategy
5Promotion Opportunity Analysis Communications AnalysisSummary or BackgroundRetail operationInternet and direct marketing programsfindings
6Promotion Opportunity Analysis Communications AnalysisCompetitive analysisWho are competitors? Why?What are their weakness and strength?Try to summary the attributes or dimensions to evaluateWho is the major competitor? Why?Would you design questionnaire to do competitive analysis?
8Promotion Opportunity Analysis Communications AnalysisOpportunity analysisWhat means opportunity?What needs are not met well in the climbing market?Why the report mention e-commerce?Who is heavy user?What needs for heavy user?Would you describe the profile and consumption behavior of heavy user?Why partnership is an opportunity?Try to summary the opportunity
9Promotion Opportunity Analysis Communications AnalysisTarget market analysis (trend)Who are target market?What are market trends? (Growth)growthvacation25climbing30Coffee1520012005retail customers18000website1500direct mail500partnership7002070053800
11Promotion Opportunity Analysis Market segmentation strategyWhat is segmentation?Who is target market? Why is it?How to meet their needs?What is channel distribution for target market?Attractiveness of each market segment analysishow to do this survey?
13Corporate Strategies Corporate Image Strategy Brand Development StrategyBrand Positioning StrategyDistribution StrategyBusiness to BusinessPublic Relations StrategyEvaluation
14Corporate Strategies Corporate Image Strategy What is the image of The Boulder Stop?Who is target market?Brand Development StrategyWhat is brand and brand elements?What is the brand name? tell us the meaningsWhat is logo? What is symbol?What is his slogan? Explain it
15Corporate Strategies Brand Positioning Strategy Distribution Strategy What is positioning?What is positioning for Boulder Stop? Why is it?How to explain for three market?Distribution StrategyWhat is distribution strategy ?Business to BusinessOmit
16Corporate Strategies Public Relations Strategy omit Evaluation What metric will be measure?How to do it?What is scale?
17IMC Management IMC objectives IMC Budget Agency Selection awareness, relationship, reciprocal agreementsIMC Budgetwhy?Agency SelectionWhat is full service agencyWhat products does the Ralston group provide?What dimension will think over to choose agency?Internet WebsiteWhy to use websiteWhat content for a website?
18IMC Objective one (consumer) Create awareness of The Boulder StopAdvertising, promotionpersonal selling sponsorship, direct marketingBudgetIMC MethodologiesMedia PlanEvaluation
20IMC Objective one (consumer) IMC MethodologiesAdvertisingGoalsAdvertisements provided by agencyCreative brief
21IMC Objective one (consumer) Creative briefObjective :awarenessTarget audience profileWhat variables to describe the target’s profileMessage themeHigh quality gear and atmosphere all under one roofMeans end chainAttribute, benefit, personal value, leverage points, execution framework.