Integrated Marketing Communication Plan (Company A- Markstrat)

download Integrated Marketing Communication Plan (Company A- Markstrat)

of 38

Transcript of Integrated Marketing Communication Plan (Company A- Markstrat)

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    1/38

    Hssdssedit :;;;: >. E==>:;>2;

    :. E==>:2;=: 4. E==>8;>;8

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    2/38

    :

    EHZFD^KIO EHIHODEDI^ EJH>7>7

    H\\D\\EDI^ :;>2;

    HNZKHIH O@EDQ E@ILHCDHI@E==>:;;;:

    LHZ@CKIH HCEHIQH @Z^KQ - E==>

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    3/38

    L`itdits

    L`eeuiklhtk`i ]chi ..................................................................................................................... ?

    8. ^hrodt Hunkdild..................................................................................................................... ?

    8.8 \HEH............................................................................................................................ 2

    8.: \HC^ ................................................................................................................................ 2

    8.< \HLH ............................................................................................................................... ;

    :. L`eeuiklhtk`i `jadltkvds ................................................................................................... 8=

    :.8 \HEH ............................................................................................................................ 8=

    :.: \HC^ .............................................................................................................................. 8=

    :.< \HLH ............................................................................................................................. 88

    .< \HLH ............................................................................................................................. 87

    4. Edsshod \`urld .................................................................................................................... 82

    7. Edhsurdedit ....................................................................................................................... 8;

    ?. ]r`e`tk`ihc junodt ............................................................................................................. :=

    L`ilcusk`is .................................................................................................................................. ::

    Hppdinkx ...................................................................................................................................... :=% hin hcs` t` ehkithki kts lurrdit ehrfdt sbhrd ki ]r`gdssk`ihcs hin

    Bkob Dhridrs ehrfdt sdoedit. Kt sb`ws hctb`uob tbd jrhin hwhrdidss `g \HC^ t` Juggs

    Gkourd 7. Bkdrhrlby `g Dggdlt E`ndcJuydr Zdhnkidss \thod

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    11/38

    88

    ks bkob ydt tbd lust`edrs purlbhsd kitditk`i ks c`w. Kt ks lhusdn jy tbd c`w lust`edr

    fi`wcdnod, s` hctb`uob tbdy bhvd jddi hwhrd `g \HC^ jut tbdy n`it whit t` juy kt

    jdlhusd tbdy n`it bhvd di`uob kig`rehtk`i / cdss dnulhtdn hj`ut \HC^.

    :.< \HLH

    ^bdrd hrd tbrdd l`eeuiklhtk`i `jadltkvds g`r \HLH, sulb hs1

    8. Kilrdhskio tbd jrhin hwhrdidss jy 88:,48% g`r Juggs, :8:,7:% g`r \kiocds hin

    87

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    12/38

    8:

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    13/38

    8

    Gkourd ;. Edsshod hihcysks g`r \HLH

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    15/38

    84

    >. Ednkh

    >.8 \HEH

    Hnvdrtkskio ednkh ks tbd t``c usdn t` nkrdltcy `r kinkrdltcy l`eeuiklhtd tbd edsshod t`

    lust`edrs (Jrhsskiot`i & ]dttkt, :==7). Kt ks iddndn t` ehfd h pdrs`ihc hppr`hlb

    tbr`uob jdc`w tbd ckid (J^C) ehrfdtkio t` jd e`rd dggdltkvd ki l`eeuiklhtkio wktbki

    skiocds hin `tbdrs (F`c`nzkda, :=8:). ^bht ks wby tbd usd `g dehkcs hin s`lkhc ednkh

    sulb hs Ghldj``f hin ^wkttdr l`ucn nkrdltcy httrhlt lust`edrs ki `rndr t` jd fdpt up-t`-

    nhtd `i pr`nults, kilditkvds hin pr`e`tk`is. Tskio Or`up`i, \HEH l`ucn bhvd prkld

    nksl`uits, tbdrdg`rd tbks pr`e`tk`i ks sukthjcd g`r prkld-sdisktkvd lust`edrs (sdd gkourd

    8=).

    >.: \HC^

    ^bd pchi ks t` usd nkggdrdit ednkh g`r hssurkio tbht hcc lust`edrs wkcc rdldkvd tbd

    edsshod l`rrdltcy (Nuilhi, :==:). Juggs hrd up t` nhtd hin c``f t`whrn `pkik`i cdhndrs,

    ckfd jc`oodrs, hs edsshod lhrrkdrs g`rbdhnpb`ids. Jy sdinkio h bdhnpb`ids shepcd

    g`r tbd jc`oodrs t` jd rdvkdwdn `i tbdkr jc`os, juggs lhi g`cc`w tbde hin hlqukrd kndhs

    gr`e tbde (F`tcdr & Fdccdr, :=8:).

    G`r pr`gdssk`ihcs hin bkob dhridrs, hnvdrtkskio wkcc jd n`id ki spdlkhckzdn hin bkob

    ghsbk`i ehohzkids hin wkcc jd strdheckidn wktb hnvdrtksdedits ki spdlkhckty hin

    ndphrtedit st`rds. ^` throdt pr`gdssk`ihcs tbht trhvdc nhkcy t` w`rf, ehss ednkh

    l`eeuiklhtk`is sulb hs jkccj`hrns hin ki trhiskt hnvdrtkskio sphld (d.o. tujd

    hnvdrtkskio) wkcc jd usdn ki c`lhtk`is tbht bhvd tbd bkobdst od`orhpbklhc shcds.

    Gkourd 8=. Hnvdrtkskio ednkh g`r \HEH

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    16/38

    87

    Hnvdrtksdedits wkcc hcs` jd gdhturdn ki hkrp`rts hin `i hkrpchids gckobt slrddis t` thp `i

    pr`gdssk`ihcs hin bkob dhridrs tbht whit t` trhvdc jy pchid.

    ]r`gdssk`ihcs hin bkob dhridrs ckfd t` jd kig`redn hj`ut tdlbi`c`oklhc hnvhilds ki

    bdhnpb`ids ehrfdt, dehkcs rdchtdn t` tbht wkcc jd sdit t` tbde grdquditcy. Juggs wkcc jd

    dnulhtdn jy nde`istrhtk`is ki jdst-sdcckio st`rds ki `rndr t` kilrdhsd tbdkr \HC^s

    jrhin fi`wcdnod (sdd gkourd ;).

    >.< \HLH

    ^bd ednkh vdbklcd hin stycd usdn t` pr`e`td \HLH wkcc nrhw up`i tbd l`iidltk`i

    jdtwddi throdt hunkdild hin tbd edsshod, Idw dxpdrkdilds hrd hcwhys w`rtb kt. ^bd

    ehki o`hc ks t` hcc`w tbd edsshod t` jd l`eeuiklhtdn t` tbd throdt hunkdild dhskcy hindggdltkvdcy (A`jjdr & Dccks-Lbhnwklf, :=8

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    17/38

    8?

    Gkrst stdp ks t` lrdhtd tbd wdjks`nd / kitdridt tdcdvksk`i (]dkrld & ^hio, :=8:) hin sdin

    pdrs`ihckzdn dehkcs t` sdcdltdn lust`edrs hii`uilkio h rdcdhsd nhtd wktb ckektdn

    l`itdit. ^bks wkcc lrdhtd lurk`skty hin juzz he`iost tb`sd wb`e bhvd rdldkvdn kt hin

    tb`sd sdcdltdn lust`edrs wkcc hlt hs tbd l`eeuiklht`r. Jy g`cc`wkio Chw `g Gdw,

    tbdrd hrd tbrdd typds `g l`eeuiklht`rs wb` wkcc sprdhn tbd edsshod ckfd hi dpkndekl,

    tbdy hrd1 ehvdis, l`iidlt`rs, hin shcdspd`pcd (Ochnwdcc, :==8).

    Hgtdr tbd pdrs`ihc ehrfdtkio bhs jddi n`id, `i sdl`in stdp hnvdrtksdedits wkcc jd pchldn ki

    eha`r c`lhtk`is hs h why t` kitdorhtd ehss l`eeuiklhtk`is. ^bdi `i tbd rdcdhsd nhtd, tbd

    shed sdcdltdn lust`edrs wkcc rdldkvd hi dehkc l`ithkikio h ckif t` h wdjsktd wbdrd tbd gkrst

    wdjks`nd wkcc jd vkdwhjcd. Hin gkihccy `i tbd g`urtb stdp, hj`vd tbd ckid hnvdrtksdedit ckfd

    jkccj`hrn, ehohzkids, hin st`rd hnvdrtksdedit wkcc jd usdn t` dibhild tbd wdjks`nds

    pr`phohtk`i.

    Gkourd 8:. Hnvdrtkskio ednkh g`r \HLH

    Gkourd 8

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    18/38

    82

    4. Edsshod \`urld

    ^bd edsshod s`urld wkcc jd usdn spdlkgklhccy g`r \HLH, hin \frkccdx wkcc jd tbd

    edsshod s`urld g`r \HLH. Hll`rnkio t` (Fdcehi & B`vchin, 8;4. \frkccdxs Lrdnkjkckty

    \frkccdxs ckgd wkcc jd rdvdhcdn stdp jy stdp ki tbd _djks`nd ckfd h n`luedithry. Nurkio

    tbd nhy bd wkcc usd bks \HLH bdhnpb`id wbdi bd ks bhiokio `ut wktb bks grkdins hin

    n`kio h l`ildrt. ^bd kndh ks t` sb`w g`cc`wdrs tbht jdsknds \HLH bdhnpb`ids hrd

    hgg`rnhjcd, kii`vhtkvd hin lhi jd usdn ki hiy `llhsk`i.

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    19/38

    8;

    7. Edhsurdedit

    Ki `rndr t` edhsurd tbd ednkh hltkvktkds dggdltkvdidss, tbd g`cc`wkio edtb`ns wkcc jd

    usdn (sdd thjcd 8)1

    ^hjcd 8. Edhsurdedit edtb`ns

    Edhsurdedit ks dssditkhc t` dvhcuhtd tbd l`eeuiklhtk`i pchi ki `rndr t` hcc`lhtd

    L`ephiy Hs rds`urlds jdlhusd pd`pcd ehy bhvd ndchydn tbdkr purlbhsds ht tbd tked

    l`eeuiklhtk`i hppdhrs. ^bd kitdit `g tbd edtb`ns hj`vd ks t` trhlf tbd phtbwhy t`

    purlbhsd hi hnvdrtksdn pr`nult (\lbuctz, :=88)

    Edtb`n Ndgkiktk`i ^``cTskio Ghldj``f hihcytkl t `c g`r edhsurkio tbd

    kephlt g Ghldj``f hnns.

    Tskio ^wkttdr hihcytkl t `c g`r edhsurkio tbd

    kephlt `g ^wkttdr lhephkoi

    \urvdy dehkc g`r pdrs`ihckzdn d-ehkcs.

    ^rhlfkio tbd iuejdr g shcds ki ndphrtedit st`rds

    g`r edhsurkio tbd ki-st rd hnvdrtksdedits.

    L`up`i shcds trhlfkio g`r Or`up`i pr`e`tk`i jy

    l`nkio tbd l`up`is wktb uikqud iuejdrs tbht wkcc

    bdcp ki ndtdrekikio wbdtbdr tbd hnvdrtksdedit ks

    odidrhtkio tbd jdst rdsucts (Hccjuskidss, :=8

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    20/38

    :=

    ?. ]r`e`tk`ihc junodt

    ]r`e`tk`ihc junodt ks ndtdrekidn jy uskio tbd @jadltkvd-Hin-^hsf edtb`n (sdd thjcd

    :). ^bks edtb`n lhi jd ndvdc`pdn jy g`cc`wkio tbdsd stdps1

    8. Ndgkikio tbd l`eeuiklhtk`i `jadltkvds:. Ndtdrekikio tbd hltkvktkds / thsfs tbht eust jd n`id t` hlbkdvd tbd `jadltkvds

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    21/38

    :8

    ^bd junodt ks wdkobtdn pr`p`rtk`ihccy jhsdn `i tbd kep`rthild `g tbd `jadltkvd hin kt ks

    eha`rcy hcc`lhtdn g`r \HLH. Kt ks bhppdidn jdlhusd \HLH ks h idw pr`nult, kt bhs tbd

    jkoodst iuejdr `g `jadltkvds hin ednkh hltkvkty tbht iddn tbd eha`r junodt pr`p`rtk`i

    t` jd n`id (sdd hppdinkx WK).

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    22/38

    ::

    L`ilcusk`is^bd l`ephiy Hs pchi whs strulturdn jy g`cc`wkio tbd KELs stdps ki `rndr t` ndvdc`p

    hi dggklkdit ehrfdtkio l`eeuiklhtk`i strhtdoy. ^bd l`ephiy ks fi`wi wktbki tbdbdhnpb`id ehrfdt jdlhusd `g \HEH hin \HC^ pr`nults hrd wdcc l`is`cknhtdn jut

    \HLH, wbklb whs chuilbdn ki tbd skxtb pdrk`n hin tbd lust`edrs fi`wcdnod hj`ut tbks

    pr`nult ks stkcc c`w, kt iddndn t` jd e`rd dggdltkvdcy ndvdc`pdn. ^bdrdg`rd, e`st `g tbd

    dgg`rts hrd g`lusdn `i kts pr`ordss. Gkrst `jadltkvds wdrd sdt up t` ehkithki ehrfdt sbhrd

    `g \HEH hin \HC^ hin hcs` t` kilrdhsd tbdkr jrhin fi`wcdnod. Edhiwbkcd, tbd \HLH

    `jadltkvds wdrd g`lusdn `i kilrdhskio kts prdgdrdild, l`ivkltk`i, lust`edr purlbhsd

    kitditk`is, jrhin hwhrdidss, jrhin fi`wcdnod, hin purlbhsd ndlksk`is.

    L`ephiy Hs bdhnpb`ids r`uin up hcc tbd ehrfdts. \HEHs throdt hunkdilds hrd

    skiocds hin `tbdrs, wbkcd \HC^s hrd bkob Dhridrs, ]r`gdssk`ihcs hin Juggs. \HLHs hrd

    skiocds, `tbdrs hin juggs. Ki tdres `g pchi ndvdc`pkio, edsshods hin ednkh hltkvktkds wkcc

    hcc`w tbd L`ephiy H t` l`eeuiklhtd tbd pr`nults vhcud jhsdn `i lust`edr iddns.

    \`ed `g tbd e`st rdcdvhit ednkh hltkvktkds hrd1 Kitdridt tdcdvksk`i, jkccj`hrns, ehohzkid

    hnvdrtkskio, s`lkhc ednkh, ehkckio, ki-trhiskt hnvdrtkskio sphld hin hnvdrtksdedit ki

    st`rds. ^bdi, ki `rndr t` edhsurd tbd ednkh hltkvktkds dggdltkvdidss, tbrddedtb`ns wdrd

    usdn, sulb hs trhlfkio stunkds, g`lus or`up, hin nhy hgtdr pb`id survdy.

    Jhsdn `i tbd @jadltkvd-Hin-^hsf edtb`n, tbd pr`e`tk`ihc junodt g`r L`ephiy Hs

    ehrfdtkio l`eeuiklhtk`i whs wdkobtdn pr`p`rtk`ihccy jhsdn `i tbd kep`rthild `g tbd

    `jadltkvd, ?=% `g kt bhvd jddi hcc`lhtdn g`r \HLH jdlhusd `g kts ndehinkio

    l`eeuiklhtk`i pchi.

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    23/38

    :

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    25/38

    :4

    KK. ]Z@NTL^ CDWDC HIN HZOD^ HTNKDILD HIHC[\K\

    \HEH Httrkjutds ]r nult Whrkhjcd Hvdrhod Whrkhjcd Ndvkhtk`i Lbhrhltdrkstkl ]r nult Cdvdc

    Grdqudily :4 :?.4 -:.4 Hvdrhod

    ]`wdr 8: 4:.4 ->=.4 C`w

    _dkobt 82 84 -< C`wW`cued ?4 7= -84 C`w

    Ndskoi < 7.4 -= :?.4 8:.4 Bkob

    ]`wdr ?4 4:.4 ::.4 Bkob

    _dkobt 8< 84 : Bkob

    W`cued >= 7= := Bkob

    Ndskoi 2 7.4 8.4 Bkob

    ]rkld

    Huoeditdn ]r`nult

    >7=.==$

    ]drg`rehild

    L`ivdikdild

    \HLH Httrkjutds ]r`nult Whrkhjcd Hvdrhod Whrkhjcd Ndvkhtk`i Lbhrhltdrkstkl ]r nult Cdvdc

    Grdqudily := :?.4 -?.4 C`w

    ]`wdr 4= 4:.4 -:.4 Hvdrhod

    _dkobt 8: 84 < Bkob

    W`cued 4= 7= 8= Bkob

    Ndskoi 7 7.4 -=.4 Hvdrhod

    ]rkld

    Dxpdltdn ]r`nult

    :?4.==$

    L`ivdikdild

    ]drg`rehild

  • 7/23/2019 Integrated Marketing Communication Plan (Company A- Markstrat)

    26/38

    :7

    Ndslrkptk`i

    ]bysk`c`oklhc

    Iddns

    ]rkehry iddns ckfd g``n, whtdr, sbdctdr

    \hgdty Iddns Iddns g r sdlurkty hin pr tdltk i

    \`lkhc Iddns

    \disd `g jdc`iokio `g h pr`nult, hin c`vd g`r

    h phrtkluchr pr`nult

    Dstdde Iddns

    Iddns g r h sdcg-dstdde, rdl`oiktk i, hin

    sthtus

    \dcg-Hltuhckzhtk`i

    Iddns

    Iddns g r h sdcg-ndvdc pedit hin

    hltuhckzhtk`i

    ^HZOD^ HTNKDILD HIHC[\K\

    ]bysk`c`oklhc Iddns \hgdty Iddns \`lkhc Iddns Dstdde Iddns \dcg-Hltuhckzhtk i Iddns

    ]rkld sdisktkvd (i`t idldsshrkcy bhvd bkob

    kil`ed) 4 < 8 8 8

    Ndehin g`r bkob pdrg`rehild hin cdss

    l`ildri hj`ut l`ivdikdild : 4 > 8 8

    \b`w bkob cdvdc `g kitdrdst ki \`iktds 8 : 4 8 8

    \l`rd 2 8= 8= < < 8 8

    ]rkld sdisktkvd > < 8 8 8

    \l`rd 8= 88 4 <

    \l`rd > 2 8< 8? 8>

    ]drldithod :=% >=% 74% 24% ?=%

    Bhvd bkob kil`ed hin lhi hgg`rn dxpdiskvd

    pr`nults 8 8 < 4 >

    Tskio \`iktd `i h prkvhtd jhsks 8 8 < > 4

    ^bd purlbhsd ks phrtkhccy e`tkvhtdn jy s`lkhcsthtus 8 8 < 4 >

    Ndehin bkob pdrg`rehild, hin bkob

    l`ivdikdild pr`nult 8 4 : > :

    \l`rd > 2 88 82 84

    ]drldithod :=% >=% 44% ;=% ?4%

    C``fkio g r h c w-prkld pr`nults 4 > 8 8 8

    C``fkio g r h c`w pdrg`rehild hin hvdrhod

    l`ivdikdild pr`nults 4 < 8 8 8

    \l`rd 8= ? : : :

    ]drldithod 8==% ?=% :=% :=% :=%

    Ehsc`w Bkdrhrlby g I ddnsLbhrhltdrkstkl^hrodt Hunkdild

    Juggs

    \kiocds

    ]r`gdssk ihcs

    Bkob Dhridrs

    @tbdrs

    Hssueptk`is

    Bkob 4

    Ednkue-bkob >

    Ednkue