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(2008, 4200 words)
The paper examines the development of a new soft drink product for children reporting on an integrated marketing communications campaign for the new drink. Macro and micro environmental analysis is conducted using the model of PEST, describing the features of the product, the brand and the target market, and analysing the soft drink industry and the competition within it. Product development is described including the product characteristics, marketing objectives, marketing communications strategy, etc. The issues of timing and budget management are addressed.
(2006, 4500 words)
The paper offers a marketing communications plan (MCP) for "Per Una" range of women's clothing at Marks & Spencer (M&S). M&S customers, external and internal environment and business strategy are described using the model of PEST, outlining the company's objectives, strategies, marketing tactics, control and evaluation of MCP.
(2008, 1900 words)
The paper analyses the current market situation of Center Parcs using the SWOT model. New marketing and communication plans for the company are developed to boost their sales and attract customers. The methods of the research are based on the secondary data obtained form various sources and added in the appendices.
(2008, 2000 words)
The paper presents communication strategy for marketing Kyoto as a travel destination. The theory of destination branding is reviewed highlighting the destination benefits of Kyoto. Communications strategy is discussed including key shareholders, strategic objectives, local and international business agents, communication channels, etc. The timescale, monitoring and effectiveness of the campaign are discussed.
(2007, 4000 words)
The paper presents the marketing communications plan of a new range of audio hi-fi products, which includes a 'state of the art' turntable, an amplifier/digital radio tuner, a DVD/CD and MP3 player, and a four-system speaker system. The paper includes analysis of the marketing situation, marketing and communication objectives, strategy statement, details of targeting and segmentation, tactics and action plans, and a critical path of activities.
(2007, 2000 words)
The paper presents a marketing communications plan for a new range of audio hi-fi products conducting SWOT analysis of the sector, the analysis of the marketing situation, marketing and communication objectives, strategy statement, details of targeting and segmentation, tactics and action plans, and a critical path of activities.
(2007, 1300 words)
This paper offers a six-month's marketing communications plan for the UK leading insurer Endsleigh Insurance, which is targeted at students. The study focuses on examining both internal and external factors of Endsleigh Insurance and discussing the issues of their marketing communications.
(2007, 2000 words)
The present paper develops a marketing communications plan designed to secure the support of different stakeholders' groups. The plan distinguishes four groups of stakeholders and suggests the use of specific message and communication approach to each group. The budget and implementation plan are reviewed.
(2007, 2700 words)
This paper is a marketing communications plan for The Exotic Juice Company to launch their new brand into its market. The micro, macro and competitive environment is analysed to determine strategy, tactics and develop a budget. The marketing communications plan is intended to help build confidence in the brand, attract customers, and encourage purchase and repurchase through the use of TV advertising, extension of distribution networks, discounting and sampling.
(2007, 2000 words)
The paper examines the causes of the failure in marketing Dasani 'Pure-Still Water' by Coca Cola offering suggestions about remedial measures to recover the brand's reputation, evaluating alternative marketing decisions, and recommending a plan for implementing an Integrated Marketing Communication (IMC) strategy.
(2006, 12 500 words)
The dissertation reports on the re-launch of bottled water Dasani by Coca Cola in the UK offering a strategic communications plan for Dasani bottled water targeted at younger audience, and analysing the bottled water market, the issues of price, competitors, customers, etc. PEST and SWOT analytical models are used; brand positioning of Dasani is discussed, recommendations about Dasani's promotion campaign are suggested.
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