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Imc Proposal

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MKTG522 Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form: Due Week 1
Complete this form and submit it to the Week 1 Course Project: Topic Proposal Dropbox. Your instructor must approve your idea, and will give you feedback and suggestions if you need help.
Begin by brainstorming and generating a list—you have several options when choosing a product or service for your IMC plan. Consider choosing a brand that you have a passion for or creating a new brand for a new company or a new brand for an existing company. Perhaps you would want to select a product extension of an existing product. You might consider a different approach to marketing an existing service—you may select a product or a service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service brand that you have an interest in. Make sure there is information available about the industry and target market of the brand that you have selected. Think about why this brand needs an IMC Campaign—or why the existing campaign needs to be changed—what problem are you solving?

Your name:

Identify and describe the selected brand.
UFC (Ultimate Fighting /championship). The UFC is a company that promotes MMA (Mixed Martial Arts) fights and events. Events take place in large public venues (mostly stadiums and arenas) and these events generally produce high viewership. While many events are televised on cable networks at no additional expense to fans, significant revenue is drawn from pay-per-view events.

What brand problem are you attempting to solve with an IMC?
I intend to discuss how the UFC can increase mainstream awareness and popularity to such an extent that it at least rivals the NFL (National Football League), NBA (National Basketball Association) and MLB (Major League Baseball). While the UFC seems to be the leading promotion in MMA, I intend to discuss how the company can make MMA, as a sport, a competitive or even dominant presence in popularity along the same ranks of the NFL, NBA and MLB.
Who do you think the target audience is? (Remember that you will need to confirm this with research.)
Probably adult males 18-30. Need to expand target demographic to include an older age bracket. Also, need to figure out how to attract a larger female audience.

Are similar or competitive brands available? List or briefly describe a similar brand.
Other major MMA (Mixed Martial Arts) promotions include Bellator and Strikeforce. Both offer a similar product but struggle to overcome the level of acceptance and popularity the the UFC has. All three competitors have faced challenges with state sanctions and accreditations from state athletic commissions (namely the Nevada state athletic commission). All three compete in terms of talent recruitment, advertising dollars, viewership and mainstream awareness and acceptance. All three promotions also stage events oversees.

How does your brand differ from competitors? What is the distinctive competitive advantage?
Amongst its competitors, the UFC seems to enjoy greater public awareness and acceptance. This is likely due to the fact that the UFC basically forged the path for creating MMA as an actual sport. The UFC appears to get “first dibs” on elite talent. The UFC also appears to have gained greater accreditations among the state athletic commissions. Furthermore, the UFC seems to have a more highly evolved marketing campaign. As it stands, the UFC seems to be the leading promotion in MMA.

Do you have questions for your instructor? Please list them here.
Please provide me with feedback on this proposal. I like to get feedback early in the process so that I can ensure that I’m on the right track as I begin to compose the project. I look forward to hearing from you.

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