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Marketing Communications

S/M/639. Integrated marketing communication strategies for Caffè Nero

WORDS:
8850
DATE:
2009
PRICE:
89.99 GBP

This paper focuses on Caffè Nero in relation to their integrated marketing communication strategies. The paper examines the Social, cultural, and ethical issues that relate to the company, and this is followed by a porter’s five forces analysis. A SWOT analysis is carried out, and the paper then looks at the proposition for their new integrated marketing communication plan. The paper identifies the target consumers, brand positioning, and symbols. A communication mix is carried out, and the paper also assesses the concept of loyalty programmes and promotions. The study then goes on to justify the forms of media chosen, and the paper then assesses the media schedule, as well as the frequency and cost of the plan.

 

KEYWORDS: Caffè Nero, integrated marketing communication strategy, marketing communication plan, targeting, brand positioning, brand symbols, SWOT, Porters five forces, loyalty programmes, promotion, media, media schedule,

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Other Papers On: Marketing Communications
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