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(2008, 1100 words)
The paper examines the marketing communication strategies to help sixth form colleges to influence students to stay on and pursue higher education. The analysis focuses on producing successful marketing communication plan to achieve the objectives of the campaign. Details on the target audience, communication goals and communication strategies are provided.
(2006, 4500 words)
The paper reports on the marketing communications campaign for the launch of Armani’s new skincare product for men offering an overview of the men’s toiletries market, the description of the product, its target market, competitors, etc. Marketing communications strategy is worked out including the new product’s positioning, branding, pricing, promotion methods, budgeting, etc.
(2005, 9500 words)
The paper reports on creating a marketing communications plan for the charitable trust Ski Rossendale. The company’s background is described including the types of perceived risks, competitor environment, internal and external factors relevant for the trust’s performance, etc. PEST and SWOT analysis is conducted; marketing communications strategy is elaborated on the basis of the theoretical review and the analysis data.
(2006, 3500 words)
The report provides an in-depth market communication plan for one of activity-based tourist spots in the South West Wales names Heatherton Leisure Park. In order to devise the marketing communication plan for the park, the report uses the Marketing Communications Planning Framework (MCPF) developed by Chriss Fills. The first section of the report is Context analysis, which covers customer, business, internal and external context. Other sections include promotional objectives, promotional strategy, communication mix, implementation, control and evaluation.
(2006, 4000 words)
The Integrated Marketing Communications (IMC) Plan for Royal Caribbean Cruises Ltd (RCCL) derives from critically analysing the Company’s marketing profile paying particular attention to the key trends impacting the cruise vacation industry, and the competitive positioning of the key global players. In this regard, the Company’s marketing activities are evaluated for the deployment of specific strategic IMC directions in order to consolidate existing and exploiting new (international) markets. By this, the findings are translated into a strategic one-year IMC plan with a clear and logical link between analysis and long term vision of RCCL. The plan is subdivided into three sections, which address the three issues (Company’s marketing profiling, macro-environment analysis and IMC plan for RCCL) the case study recommended. However, the full length of this write-up captures the components necessary in formulating RCCL’s integrated marketing communications plan.
(2005, 3600 words)
Philips Marketing Communication Analysis and Marketing Communication Plan using standardisation and adaptation theories, this paper analyses the appropriateness of Philips global standardised marketing communication strategy for Satin Ice for the UK market. It looks at specificities of the UK market, using Hofstede and the PLC framework. This is followed by a proposal of a one year UK marketing communication plan for Satin Ice.
(2005, 4300 words)
The air travel market is huge and varied. It has become increasingly complex as a result of the even-tougher competition, especially the pressure from low-cost airlines (obliged the company announcing Future Size and Shape strategy to cut its costs), high sky price of fuel and a number of unpleasant events, such as the terror attacks in the U.S., Iraq war, SARS and, of course, BA workers’ strikes. British Airways has been facing some serious issues in its most difficult years. The most obvious one need to be critically considered is the limited ability to control over its employees and the food supplier (Gate Gourmet) that cost a gigantic amount of money and dramatically damaged the reputation and image of the airline. The internal problem can be regarded to a number of reasons; in this case it could be because of ineffective internal communications within the organization. The suggested communication plan would underline on creating reliability, confidence and comfort & safety through a clear message in order to build up a good reputation with employees and customers.
(2005, 3500 words)
The paper offers a 12-month marketing strategy for Guinness to enhance the consumption of Guinness Draught (GD) and Guinness Draught in Can (GDIC) by Guinness Adopters. The companys performance is analysed and supplied with recommendations on the use of their customer database in marketing strategies. A communication plan is worked out including market targeting, advertising, promotion, sponsorship, etc.
(2005, 3000 words)
This paper explores the problems of obesity and develops a communications strategy for Pizza Huts new healthy pizza "Bounce". "Bounce" is going to be aimed at children aged 4-10. The 'Bounce' pizza will include healthy ingredients like low salt, organic produce and fruit juice. Our aim is to refocus Pizza Huts image with the help of launching "Bounce" into the market using a range of media. Pizza Hut has allocated ?2.5m to develop a communications strategy for the launch of "Bounce". The money will be used to implement media coverage of the product by using newspapers, magazines, TV, radio and billboards; to increase product awareness and interest. The SOSTAC model has been used to analyse, develop, execute and monitor the marketing communication plan. Tools such as pest, swot and 4p's evaluate the companies marketing strategies have also been used within the SOSTAC framework.
(2005, 1600 words)
This report performs promotion campaign for Internet music search engine to be launched. Promotion strategy was developed on the analysis of music market, potential consumers and the product (music). SWOT analysis and brand core values triangle evaluations helped to choose a direction for the strategy. Promotion plan was developed with sorting out the optimal communication tools, such as advertisement, sales promotion and publicity with the account for the main strategic objective and the target market. Corresponding budgeting was made, and the company integration was performed with description of possible obstacles for the integration and the ways to solve those problems. Finally, the campaign effectiveness measurement necessity was evaluated, and the ways to perform the measurement were proposed at different stages of the campaign.
(2005, 4000 words)
This report consists of two parts. First is dedicated to the analysis of Marks & Spencer Company, its current situation and future developments, including the SWOT analysis. Moreover, it goes into analysis of M&S's 50+ segment of female customers and in particular their attitudes towards clothing sold by M&S and its competitors. This is achieved by the means of primary research - semi-structured interviews guided by questionnaire with open ended questions. The primary research is also reinforced by comprehensive secondary research, including such sources as Key Note and Mintel. Second part is partially based upon the first one in such respect that it uses the obtained information, while providing recommendations and brief outline of the promotional campaign, dedicated to reach the 50+ female customer segment and improve its awareness and attitudes towards M&S.
(2004, 3000 words)
This report presents comprehensive Marketing communication Plan for Direct Lines the breakdown service and includes SWOT analysis of direct line, segmentation, targeting and positioning of Direct Line; strategy formulation, development of SMART objectives and creation of promotional strategy. Report also contains media plan, promotional budget and tools for evaluation and control. Contingency planning is also mentioned.
(2004, 3000 words)
This report is devised to support marketing communications campaign for the launch of the new shopping mall ´New CenturyŽ and covering the aspects of budget planning appendix worksheet analysis; Project Objective; Marketing Objective; Project Scope; WBS(Work Breakdown Structure) appendix diagram; Organisational Structure appendix diagram; Marketing Strategy; Public Relation; Contingency Planning; Evaluation and Control. The main marketing activities are print advertising and direct mail. The supporting activities includes outdoor and Internet advertising, public relations and sales promotion. In order to attract target audience differentiated marketing will be employed to reach different groups of target consumers. The main marketing tool chosen for this campaign was print advertising heavily supported by direct mail. The other devices used to support this campaign were outdoor and Internet advertising, public relations activities and sales promotions. A contingency plan will be implemented in the event that during monitoring and evaluation it becomes apparent that the current marketing plan is unsuccessful. There has been a proportion of the budget set aside to allow for additional marketing tools to be developed for the contingency plan.
(2004, 3500 words)
This report provides comprehensive Marketing Communications Plan for ROYAL DUTCH/ SHELL. Report consists of the analyses of macro and micro environment of ROYAL DUTCH/ SHELL; aims and objectives of the plan, target market selection, development of marketing strategy; media planning and financial aspects as well as implementation issues,
(2004, 3800 words)
This document outlines a Marketing Communications Plan for the European Passenger Business of British Airways (BA). Due to budget limitations, it does not cover the cargo or long-haul aspects of the business, nor the marketing communications needed for the corporate brand as a whole (including internal communications). BAs communications strategy to date is reviewed and new objectives and targets to be achieved over the next year are set, in order to increase brand awareness and a loyal customer base.
(2004, 4000 words)
This report presents marketing communications plan for Shell. The aim of the plan is to increase Shell's market share of the Commercial Road Transport market. Report consists of problem definition; development of segmentation, targeting and positioning; branding strategies and integrated marketing communications strategy. Report is developing a set of promotional objectives and suggests marketing communications tools on how to fulfil them. Report ends with budget and plan evaluation.
(2004, 7600 words)
This report presents comprehensive Marketing Communications plan for North West Valley Sailing Club (NWVSC). Report consists of the analysis of current and potential target market; business strategy of North West Valley Sailing Club; Internal analysis of the company; analysis of financial position; external analysis; resource analysis; stakeholder analysis and PEST analysis. After that report presents the outline of the most key issues for the company. Second part of the report outlines proposed marketing communications campaign, setting the objectives, formulating marketing and promotional strategies; developing segmentation, targeting and positioning for the company and outlining marketing communications tools, which it will be necessary to implement to achieve the objectives.
(2004, 4800 words)
The paper is the complete Marcom plan for Hugo Boss Company based on the MCPF framework, which has been considered more relevant to use in compare to SOSTAC framework - full considerations and justifications of such decision are illustrated during the course of the marcom plan. The plan offers classic details such as, industry and company overview, context analyses, promotional objectives, communications strategy promotional methods, evaluation and control methods. The paper is finalised by the conclusion and future recommendations. It also includes a number of appendixes, containing essential information on the company, industry and academic background.
(2003, 6000 words)
This report presents marketing communications plan for the introduction of new product (Smoothie) by one of UK largest soft drink manufacturers - Britvic. Report consists of the following sections: context analysis of the market (including PEST and SWOT analyses); definition of marketing objectives, strategy definition and implementation; segmentation, targeting and positioning; promotional strategy; budget and evaluation and control.
(2003, 5000 words)
This paper presents the integrated marketing communications plan for Haagen-Dazs, which the main purpose of brand repositioning. Paper consists of several important components: Background market analysis with overview of market dimensions & dynamics of super premium ice-cream market, Models of communication applicable to the Haagen-Dazs, Advertising theory - its intended impact upon consumer decision-making & in relation to other marcoms tools, identification and application of relevant communications models which help to explain the advertising strategy adopted, description of the psychological aspects of buyer behaviour, exploring specifically the relationship between perceptions, attitudes, behavioural intention & behaviour in terms of cognitive, affective & cognitive processing, exploration of the role of branding in influencing attitudinal change & its potential impact, segmentation, targeting & positioning tactics and tools; identification of target audience, determination of advertising strategy to reach & influence the target audience, understanding of relationship between advertising strategy and creative strategy and development of a creative strategy which unpins & supports clearly the advertising strategy.
(2003, 4500 words)
This paper presents the marketing and business analysis of the target audience (students) for the new BA programme in Golf Management. Integrated marketing communications plan is developed, which includes corporate, marketing and promotional objectives, marketing strategy, marketing communications and promotional tools, media plan, promotional budget allocation and monitoring and control tools.
(2003, 6500 words)
The aim of this project is to develop marketing communications plan for Marks and Spencer. The report is starts giving a brief account of Marks and Spencer's trading history to date and how the company has evolved over the years. SWOT and PEST analysis of Marks and Spencer are outlined. The plan starts with the development of integrated objectives followed by Segmentation, targeting, positioning, strategies and tactics to be employed. Marketing communications tool to be employed is direct marketing and evaluation and control tools are suggested.
(2003, 5000 words)
This report has the US perspective and presents the analysis of Adidas, SWOT analysis of Adidas as well as analysis of athletic footwear industry. Marketing communications plan consists of analysis of growth opportunities, establishment of target market, marketing communications objectives and strategies. Different promotional (marketing communications) tools are to be used (TV, Press, Event, Online marketing and etc). Budget for each communications media is being explored and justified. Lastly, evaluation and controls tools are being suggested.
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