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Marketing Plans

C/M/2126. Integrated Marketing Communication Campaign for Toblerone Negro

WORDS:: 10350
DATE:: 2011
PRICE:: 109.99 GBP

The paper offers an integrated marketing communication (IMC) plan for Toblerone Negro chocolate produced by Kraft Foods, explaining the role and the objectives of IMC in marketing management, presenting a timescale of IMC activities, and reporting on the market segmentation for the product, the attributes of the brand that may attract the targeted audience, etc. Strategies are suggested with regard to communications, advertising, sale promotion, public relations, etc. A monthly plan of IMC activities is detailed, the performance of IMC campaign is evaluated using BCG matrix.

KEYWORDS: Integrated Marketing Communication, IMC, Toblerone Negro, BCG matrix,

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