1. IMC Strategy – Selecting a Brand
Narrowing down your topic:
Entire brand?
Product line?
Single product?
For example … these would be vastly different assignments:
Coca Cola in Australia
Coke Zero in Australia
Apple in Australia
iPod in Australia

2. Primary Research: Observation and Mystery Shopper
Observation: View consumers interacting with the brand or product and make assessment on their actions.
Mystery Shopper: Act as a consumer of the product and interact as a consumer of the product or brand.
How do I include this type of research in my assignment?
Include your research as an appendix with the following three sections for each data collection type:
Questions … What was I looking for?
Data … A description of what I found?
Application … What does this mean for IMC Strategy?

3. Secondary Research
Examples of the current marketing approach – print ads, TV ads, website, banner marketing, app marketing, etc… (include in appendix)
Company website
News articles
Online social media platforms
Marketing organisations (“Interbrand” for example)
Third party review organisations (“Choice” for example)

4. IMC Strategy Development
Current Practice
1. Message Review (Wk9)
2. Channel Review (W9)
Current Practice & Improved Approach
3. Target Market (Wk10)
4. Competitor Profile (Wk10)
Improved Approach
5. Campaign Development (Wk11)
6. Media Strategy and Testing (Wk11)
Strategy Assignment Consultation (Wk12)

5. Strategic Review: Message Review and Channel Review
MESSAGE … WHAT WE SAY CHANNEL … HOW WE SAY IT

6. Message Review 1.1 Current Message Strategy
Current message strategy approach
One-way (push) message approach
Two way (pull) message approach
1.2 Message Effectiveness Critique
Has the current approach had the intended result?
Has there been any unintended consequences?
How can this be improved / adjusted?
1.3 Proposed Message Strategy Adjustments
How can the organisation improve the message, tagline, strategy, or implementation?
How can we improve consistency of the message?

7. 1.1 Current Message Strategy
Discuss the current message approach of your selected organisation
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 organisation one-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 relationship with the target market to ensure a positive and long-standing relationship for both parties. Remember to use examples.

8. Message Strategy Approach
Consider what approach the brand is currently using:
Generic: Promotes the category not the brand
Pre-emptive: Makes a claim that no other competitors have and therefore appears unique
Unique Selling Proposition: Makes a unique proposition based on functional attributes of a product
Positioning: Positioning products in the consumer’s mind
Brand Image: Builds an image or attitude or personality about the product or service
Inherent Drama: Uses the drama within the product to portray its benefits
Resonance: The ad “strikes a chord” or impacts the viewer
Affective: Appeals to the viewer on a purely emotional level

9. 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 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 this referencing.

10. 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

11. Message Review – General Details
Use the Tutorial and Assessment Guide as the guidelines for your message review
Use the headings as they are set out
This section needed to be concise with no filler
One page maximum
Use referencing from secondary sources as well as your own primary research - we will discuss shortly how to set this out

12. Channel Review 2.1 Channel Integration Grid
IMC Channels against factors of integration (need to edit)
2.2 Channel Effectiveness Critique
What are the strengths and weaknesses of the current channel strategy approach?
Where are we consistent and inconsistent?
How can this be improved and adjusted?
2.3 Proposed Channel Strategy Adjustments
What do we need to adjust/add/remove/continue?
How can we improve consistency of the message?
Channel review section should be 2 pages maximum

13. 2.1 Channel Integration Grid

14. 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 terms of both integration factors or cooperation with other media elements.

15. 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 include 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.

16. Target Market and Competitor Profile
Horizon Scanning
Target Market and Competitor Profile

17. 3. 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 will detail this
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.

18. Target Market 3.1 Geographic 3.2 Demographic 3.3 Psychographic
Developed by area (region, nation, state, district, suburb).
3.2 Demographic
Developed by characteristics of a human population (age, sex, family size, income, etc…).
3.3 Psychographic
Developed on the basis of personality or lifestyle (personality, values, lifestyle).
3.4 Behavioural
Developed on the basis of usage (product usage, loyalties, or buying response).
3.5 Benefit
Developed by looking at advantages consumers are looking for in the offering.

19. 3.6 Target Market Description Statement
For example…
Triumph motorcycles services a wide range of target markets via its distinct niche product lines. The key target market of Triumph’s urban sports market is described as:
Males aged 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.

20. 4. Competitor Profile 4.1 Competitive Framework
How does the organisation fit into its competitive framework?
What criteria (two most important) do consumers use to make purchase decision about your product offering?
How might we use mystery shopper/observation to investigate?
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

21. 4. Competitor Profile
4.2 Competitor Analysis – Offerings and Communication
What is the message and channel approach of our main competitors (two most relevant companies)?
Where are potential opportunities which we may act on?
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 company’s 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.

22. 4. Competitor Profile 4.3 Competitive Advantage
What is our competitive advantage over competitors – this can be a combination of tangible and intangible elements. I.E. Product Quality and Brand Equity
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.

23. 4. Competitor Profile 4.3 Competitive Advantage
What is our competitive advantage over competitors – this can be a combination of tangible and intangible elements. I.E. Product Quality and Brand Equity
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.

24. Primary Research: Observation
Observation: View consumers interacting with the brand or product and make assessment on their actions.
Questions … What was I looking for?
Data … A description of what I found?
Application … What does this mean for IMC Strategy?

25. Primary Research: Mystery Shopper
Mystery Shopper: Act as a consumer of the product and interact as a consumer of the product or brand.
Questions … What was I looking for?
Data … A description of what I found?
Application … What does this mean for IMC Strategy?

26. The brands

27. IMC Strategy – Overall Structure
Section 1: Strategic Review
1. Message Review
2. Channel Review
Section 2: Horizon Scanning
3. Target Analysis
4. Competitor Analysis
Section 3: Strategy Development
5. Competitive Consumer Benefit
6. Message and Media Strategy

28. IMC Strategy Evaluation
Format: Professional report
Weighting: 40%
IMC Strategy Evaluation