Integrated marketing communication; Traste (A Project)
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Integrated Marketing Communication Project Presentation By: Ali Noman Ashraf
Transcript of Integrated marketing communication; Traste (A Project)
Integrated Marketing CommunicationProject Presentation
By: Ali Noman Ashraf
Table of contents
Introduction
Features/Characteristics of New offer/brand
Name of new offer/brand
Logo
Brand Development factors
Packaging and utensil
Labeling
Traste’s Benefits
Table of contents (Cont..)
Need solved by traste
Information Search
Attitude sequence of traste’s customers
Alternatives’ evaluation
Values held by targeted customers
Trend affecting customers of traste
Customers
Competition
Table of contents (Cont..)
Advertising tactics of competition
Tactics used by direct competitors
Segmentation
VALS Analysis
Positioning
Objectives of IMC Plan
Hierarchy effect model
Mean-end theory
Table of contents (Cont..)
Leverage point
Tag line
Visuals
Verbals
Types of appeal
Message strategies
Executional Frame work
Source and spokes persons
Media planning
Media planning house
Table of contents (Cont..)
Frequency
Continuity of campaign
Three exposure hypothesis
Major mediums for advertisement for traste
E-commerce an TRASTE
Sales promotions
Brouchers
Website
Social media fan page
Theme of TVC
Introduction
History
Mission
Vision
Features/Characteristics of New offer/brand
Design of building/ exterior
Features/Characteristics of New offer/brand (Cont..)
Interior of Restaurant
Features/Characteristics of New offer/brand (Cont..)
Features/Characteristics of New offer/brand (Cont..)
Mobility of Restaurant
Features/Characteristics of New offer/brand (Cont..)
Place of Restaurant
Universities
Parks
Outside of different famous cinemas
Famous colleges
Features/Characteristics of New offer/brand (Cont..)
Menu:
Pasta
Features/Characteristics of New offer/brand (Cont..)
Price
Value based pricing
Brand Name
Traste
Brand Logo
Brand Development factors
Infrastructure
Uniqueness
Exclusive eating
Experience
Packaging and utensil
Packaging and utensil (Cont..)
Labeling
Traste’s Benefits
Core benefit
Actual benefit
Augmented benefit
Need Solved By traste
Exclusiveness, Food, Social acceptance, Fun
Information Search
TVC
Restaurants
Billboards
Social media campaign
Print media
Word of mouth
Attitude sequence of traste’s customers
Affective Conative Cognitive
Like, purchase and then analyze
Alternatives’ evaluation
Burger,
Shawarma,
Dahi bhally
Samosa
Watery bread etc
Values held by targeted customers
Excitement
Fun
Gathering
Exclusiveness
Trend affecting customers of traste
Age
Customers
Potential customers
Competitors' customers
Competition
Budget competition
Competition (Cont..)
Generic Competition
Competition (Cont..)
Product category competition
Competition (Cont..)
Product Form/ Direct Competition (based on traste’s core competency)
Advertising tactics of competition
Cinema industry => Electronic Media, Print Media, and billboard etc
Tourism Industry => Social Media, words of mouth
Club Industry => Social Media, words of mouth
Restaurants of Pakistan food => words of mouth, bill boards
Chinese and Japanizes food => social media, pop-up ads on internet, brouchers, and personal selling.
Italian food restaurants in Pakistan => brouchers, social media, and personal sellng.
Tactics used by direct competitors (based on food offered)
Segmentation
Generations
Geographic
psychographic
VALS Analysis
Youngsters with no type of psychological pressure
Positioning
Product attribute
Competitors
Use/application
Product user
Product class
Cultural symbol
Objectives of IMC Plan
Building brand awareness
Change customer beliefs and attitude
Hierarchy effect model
Awareness
Knowledge
Liking
Preference
Conviction
The actual purchase
Mean-end theory
Leverage point
Old Train themed Italian restaurant experiencing classic things Fun & Exciting life
Tag line
It is more than eatables
Visuals
Dark colored theme
Youth
Family gatherings
Verbals
Remixed Classical Music
Types of appeal
Emotional appeal
Message strategies
Unique selling preposition (USP)
Executional Frame work
Fantasy and Festivity
Source and spokes persons
Typical Persons
Media planning
Marketing analysis
Advertising Analysis
Media Strategy
Media Schedule
Media planning house
Ali Noman Ashraf => Media Planner
Arslan Ahmad => Creative
Adcom Media (Pvt.) Ltd. => Media buying house
Frequency
28 exposures per week per prospect of tvc
4 times * 7 days= 28
Continuity of campaign
Continuous campaign
Three exposure hypothesis
Intrusion value
Recency theory
Effective frequency and effective reach must be (at least) equal to campaign objectives.
Major mediums for advertisement for traste:
TVC on local channels
Brouchres
Social media advertising
Mobile marketing
Direct mailing
E-commerce an TRASTE
Website and social media at beginning
Mobile application in future
Sales promotions
Incentives
Bounce-back Coupon
Contest
Bonus pack
Brouchers
Front Side
Brouchers (Cont..)
Backside
Website of Traste
Website of Traste (Cont..)
Website of Traste (CONT..)
Social media fan page
