Free Essay

Imc Strategy Overview

In: Business and Management

Submitted By teffe01
Words 761
Pages 4
IMC Strategy Overview Memo
Jami Durham
MKT 544
10/28/2013
Chrisann Merriman

IMC Strategy Overview Memo To: Chrismann Merriman From: Jami LDurham Date: October 28, 2013 Re: Strategy Memo Overview of IMC Strategy

Today marks a new day for DrivingMBA to develop a strategy to build the DrivingMBA’s brand. The new strategy will be one that as an organization will have to be worked on together so to accomplish a powerful marketing tool. The old way of marketing and the organization just sending out flyers and using word of mouth is no longer. As an organization there are going to be visitations to at least three different high schools within the state. This is so that students all over Arizona know who DrivingMBA is and what DrivingMBA does. There are going to be six billboards set up amongst the major freeways. The owner will make sure to get on all the different news channels instead of only one. DrivingMBA will be making a commercial to be seen on the television. DrivingMBA will still be using Facebook.

Brand Position

The brand position of DrivingMBA and marketing challenge is going to be hard. Most consumers are going to go for the competition because it is cheaper. DrivingMBA is the highest price driving school in the valley. However, it is the only school that teaches students to drive with simulators. This will help with the brand position.

Target Markets
The main target market would be to reach those teenagers who are just learning how to drive. However, DrivingMBA also wants to reach people of all agers who do not know how to drive and want to learn no matter what age. The main objective is to teach drivers how to be safe on the road. Brand Messages/IMC Objectives

For DrivingMBA integrated marketing communication is about using all the marketing tools. Driving MBA has effective ways of using its mailing brochures, ads, and social media. With branding a strong message has to be sent identifying the viable target audience. Driving MBA took all the necessary steps possible to change the brand. DrivingMBA knows what the competitors offer and what they provide. The organization has done much research and has students come from the competitors as well. The staff at DrivingMBA will need to make sure that he or she is aware of what makes our products different. This way it can be known to prospective customers and our regular customers in DrivingMBA’s marketing and sales efforts. DrivingMBA wants all the consumers and customers to know that the branding message is focused on the positive aspects of DrivingMBA to build a great reputation.
IMC Plan/SWOT Analysis
The focus is to get families who have multiple teenagers or drivers to in the household who will more than like purchase packages at DrvingMBA and return with the other drivers to purchase more packages or programs. The strengths and weaknesses are that the DrvingMBA has no real control. The strength the organization has is by showing the customers that the organization in the best driving school and the organization also used simulators to teach. The weakness is that the organization revolves around sales and profitability. The opportunity is showing others that DrivingMBA does work and that the organization in the best in the area and the organization spend time the quality time needed with the drivers. The weakness is the competitors are hundreds of dollars cheaper than DrivingMBA and for those people who are worried about price and not safety will go to the competitors. Objectives of IMC Plan

The main objective for DrivingMBA’s key objective to our IMC plan is to satisfy our customers and make our customers happy. AS an organization as well we a make sure that we cover and get all the geographical areas in the state of Arizona. DrivingMBA does realize that there are going to be families who are not going to hours to get to one of our many locations. However, at DrivingMBA the goal is brand awareness and making sure that people know who we are, and creating brand loyalty and increasing the customer database. Database Influence

At DrivingMBA the database is a list of students in the schools in the surrounding area. The list useful to the organization to keep track of how many new students is enrolling and how the organization can reach out the students when he or she turns the legal age to get a permit. This information will help with the opportunities that may come available in order to pursue new drivers.

Similar Documents

Premium Essay

Imc Strategy Overview

...Agency: Real Estate under Virginia’s Agency Law Code of Virginia Agency Law § 54.1-2130. Definitions. As used in this article: "Agency" means every relationship in which a real estate licensee acts for or represents a person by such person's express authority in a real estate transaction, unless a different legal relationship is intended and is agreed to as part of the brokerage relationship. Nothing in this article shall prohibit a licensee and a client from agreeing in writing to a brokerage relationship under which the licensee acts as an independent contractor or which imposes on a licensee obligations in addition to those provided in this article. If a licensee agrees to additional obligations, however, the licensee shall be responsible for the additional obligations agreed to with the client in the brokerage relationship. A real estate licensee who enters into a brokerage relationship based upon a written contract which specifically states that the real estate licensee is acting as an independent contractor and not as an agent shall have the obligations agreed to by the parties in the contract, and such real estate licensee and its employees shall have no obligations under §§ 54.1-2131 through 54.1-2135 of this article. "Brokerage relationship" means the contractual relationship between a client and a real estate licensee who has been engaged by such client for the purpose of procuring a seller, buyer, option, tenant, or landlord ready, able, and willing...

Words: 4748 - Pages: 19

Premium Essay

Imc Plan

...Running Head: IMC PLAN IMC Plan The Message Strategy Message strategy is a process of determining persuasive appeal that is most appropriate with the target audience. Key points those should be covered in the message strategy are as follow: Execution of IMC message: To execute the message, the message strategy plays an important role. Message should have unique promises to attract the prospect target audience (Anderson & Vincze, 2006). For an effective message execution, most appropriate media like online, broadcast and print media will be selected that will cover the target audience. These media channels have different tools like TV, radio, newspaper, internet etc. All these tools will be used in a critical manner to ensure the execution of right message at right time to right people in right manner. Purpose of IMC Message: The purpose of the message is to achieve IMC objectives. IMC message will be focused to increase customer base. It will persuade the target audience to purchase the products and services (Anderson & Vincze, 2006). Rationale appeal will be used to attain the objective of this message. This message will target the buying needs of the target audiences. Description of Target Audience: Effectiveness of IMC program is based on the target audience to whom message will be transmitted. IMC message will be focused on specific target customers like younger and children group (Anderson & Vincze, 2006). The......

Words: 875 - Pages: 4

Premium Essay

Integrated Marketing Communications

...Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show that more than 120 million people choose to stay at hotels under this brand. They operate in different segments, offering a variety of services and amenities differentiated based on quality and price. The parent company has 9 brands, the Intercontinental Hotels and Resorts, Crowne Plaza hotels and resorts, Holiday Inn hotels, Holiday Inn SunSpree hotels, Holiday Inn Express hotels, Holiday...

Words: 3575 - Pages: 15

Free Essay

Market Entry Strategies for Tresemmé Into Vietnam

...Training Hoa Sen University Faculty of Economics and Commerce Intergrated Marketing Communications MARKET ENTRY CAMPAIGN FOR TRESEMMÉ INTO VIETNAM Lecturer: Ms. Nguyễn Trần Kiều Vân Class: MK308DE01 - 0600 Group members: Trương Phương Anh - 2006759 Võ Hồ Thanh Bình - 2008404 Đoàn Xuân Tâm Đan - 2007677 Nguyễn Ngọc Thiên Hương - 2007207 Damien Zafrani 2 ABSTRACT The target purpose of this report is to build an Integrated Marketing Communications (IMC) program for TRESemmé, which is a long-standing American brand that has recently appeared in Vietnam. In this report, we focus on IMC strategic plans for creating TRESemmé’s recognition and expand brand awareness in Vietnam market. We gathered information on the Internet and using our knowledge from Integrated Marketing Communications class to complete our assignment. Thanks to the report, we have the opportunity to apply theories in real situation, learn more about integrated marketing communications and know how to plan IMC stategies for a specific brand. 3 ACKNOWLEDGEMENT We would like to convey our heartfelt gratitude to our lecturer - Ms Kieu Van, who provides knowledge of marketing communications as well as instructs us to complete report. Moreover, we would like to convey sincere thanks to all group members for trying their best to finish the report. Even though we have so many difficulties in applying knowledge in actual work or...

Words: 4366 - Pages: 18

Premium Essay

Ua Analysis

...Under Armour 1 Under Armour Case Study Jason Miller West Virginia University Under Armour 2 Executive Summary: The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes. “We're dead set on becoming the world's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following to say in a press release dated December 8, 2008: “UA Run footwear launches at retail on January 31, 2009 and includes four road shoes: the UA Apparition™, UA Illusion™, UA Revenant™, and UA Spectre™, and two trail shoes: the UA Chimera™ and UA Mirage™. Each shoe is specifically engineered to maximize the performance of today's generation of professional, collegiate, high school and amateur athletes who are running as a sport or incorporating running as an essential component in their training regimen” (uabiz.com, 2008). Under Armour wants to provide a superior running shoe for all athletes that aligns with the current brand positioning of UAs other products which is performance and authenticity. “The foundation of Under Armour's first-ever running footwear collection is the company's new proprietary technology called Cartilage™. “The independent suspension system serves as the "connective tissue" between a runner and his environment to enhance performance and provide an......

Words: 3016 - Pages: 13

Premium Essay

Visiting Professor

...successful in the past, but losing significant market share to Nike and Adidas. Management has decided to complement its soccer shoes with a stylish training jacket, pants and jersey to completely outfit soccer players or workout enthusiasts. The outfit is lightweight in design; providing maximum comfort and air circulation for indoor workouts, outdoor practice and soccer games. While Nike and Adidas are battling for global soccer domination, Komfort Kicks would like to make a comeback under the radar and strengthen its brand and reputation while becoming a sponsor at the 2016 Olympic Games in Rio de Janeiro. With increased competition in the sports athletic market, management has hired DeVry University’s Creative Marketing firm to propose an IMC Campaign. This campaign is intended to strengthen the Komfort Kicks brand equity, promote its new training outfit and increase sales. According to IBIS World, the sports and athletic goods industry has grown at an annualized rate of 0.6% to $9.1 billion, including 2.2% revenue growth in 2014. Over this time, the average profit margin for industry operators has also contracted due to the rising competition from imports, which has put downward pressure on selling prices. Research has concluded that as consumers become more health conscious, they will feel more inclined to purchase athletic apparel. Demand for sports and athletic apparel is projected to increase and steadily grow revenue in the short term. As the recession subsides,......

Words: 1127 - Pages: 5

Premium Essay

Article Review

...Review Annie Pettigrew PSY322 May 10, 2014 Chawn Williams Consumer Psychology Article Review “Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as "the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society"." Professionals in this field look at things like the decision making-process, social persuasion and motivation to help understand why shoppers buy some things but not others. In this overview of the profession, learn more about what consumer psychologists do and where they work (About.com, 2014).” In the article, The Consumer Psychology of Brands, the consumer judgment of brands is discussed. The article shows a model of brands that includes practical studies such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment. “The model below shows the difference between three levels of how a consumer engages (object centered, self-centered, and social) and five process (identifying, experiencing, integrating, signifying and connecting). The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods. ("The Consumer Psychology of......

Words: 865 - Pages: 4

Premium Essay

Direct Marketing Campaigns for Restaurants

...Spirit Restaurant Overview From the outside, Forest Spirit Restaurant seems to look like any traditional outdoors restaurant you have seen. But wait until you enter it and ask for the menu; you will be shock! Forest Spirit Restaurant is a restaurant where everything is huge. You will never get out from Forest Spirit Restaurant hungry. Vision Five years from now, Forest Spirit Restaurant will be the most popular restaurant in the Middle-East by consistently providing the combination of the largest meal, perfectly prepared and outstanding ‘friendly’ service that creates an extraordinary dining experience. Mission Building a Customer Relationship and loyalty. Segmentation Demographic Age (as illustrated in the graph) Age range from under 18 to over 65. Population By Age (6th-October area) Under 18 18 -24 25 - 44 45 - 64 65 and Older Education and job types Highly Educated(University Graduated), Juniors and senior employee. Marital status Single , Empty nesters couples, Couples with young children. Size of household Small household (average: 4-members). Psychographic Lifestyles Dining out a lot. Fast food seekers. Social class Class B & C geographical 6th-October Citizens, mainly (For our 1st Year). People from other areas in Egypt and the MENA. Target market Youth (Age average 18 – 44 years old). Middle class (class B) customers. Highly educated people. Empty nesters and singles. Marketing strategies The 1st......

Words: 1148 - Pages: 5

Premium Essay

Integratedmarketingcommunication

...INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date, academic research on IMC has been limited. The majority of empirical......

Words: 14415 - Pages: 58

Free Essay

Introduction to It

...David W. Dumond Introduction to IT (IT190-1502B-06) June 17, 2015 Individual Project(s) Contents Section 1: Information Systems Overview 3 Section 2: Information Systems Concepts 7 Section 3: Business Information Systems 11 Section 4: System Development 15 Section 5: Information Systems and Society 17 References 20 Section 1: Information Systems Overview The York County Sheriff’s Office is a law enforcement agency tasked with the regional enforcement of state criminal and motor vehicle statutes. The sheriff’s office also serves as the York County public safety answering point (PSAP). Calls for service are received at the PSAP and then dispatched via radio and computer terminal to law enforcement officers assigned to respond. Leading up to the use of Information Systems such as computer aided dispatch (CAD) the PSAP relied on radio’s to communicate information to the law enforcement officers. With the development of CAD and Record Management Systems (RMS) the sheriff’s office recognized the value of these systems and in 2007 adopted IMC CAD+RMS (Information Management Corporation CAD+RMS, 2007). IMC is a multifaceted information dissemination system utilized by dispatchers in the PSAP, emergency responders and their records management departments. IMC utilizes a closed stand-alone network and was developed for emergency management services such as fire, rescue and law enforcement departments. It is expandable and can be provisioned based on the......

Words: 4524 - Pages: 19

Premium Essay

Bmw Marketing Communication

...Introduction 2 Marketing communication concepts 2 The evaluation of IMC practice of BWM i8 in United Kingdom and United States of America. 4 1) BMW i8 target market in UK and US: 4 2) The key messages of BMW 5 3) An examination of the marketing communications tools and media used 8 Advertising: 9 Sales promotion 11 Direct marketing & personal selling 11 Public relations 11 4) Similarities and differences of the marketing communications in UK and US. 11 5) How the communication activities are helping BMW 13 The key challenges of practicing IMC of BMW: 14 1) The key issues impacting upon BMW’s IMC: 14 2) Measurement of level of IMC evident: 16 Recommendations on further use of the tools/media 18 Conclusion 19 References 20 Appendices 26 Appendix 1: Planning and Implementing of IMC 26 Appendix 2: Factor impacts on customer’s purchasing in UK 27 Appendix 3: Factor impacts on customer’s purchasing 27 Appendix 4: Levels of IMC 28 Appendix 5: Four pillars of IMC 28 Introduction This paper provide an overview about the integrated marketing communication of BMW Corporation for the BMW i8 model in the United Kingdom and the United Stated. In those markets, the BMW i8 is considered as the first car that revolutionized in utilization and release values of a sport car. The purpose of the paper is to give information about the strategies of BMW in order to announce the BMW i8 to customers by using......

Words: 4572 - Pages: 19

Premium Essay

Integrated Marketing Communication of Stihl Holding Ag & Co. Kg

...Integrated Marketing Communication of Stihl Holding AG & CO. KG Integrated Marketing Communications (IMC) represent a concept in which all the elements of marketing mix are coordinated with the marketing strategy in order to reinforce what each is saying and to prevent customer confusion from conflicting messages (Winer & Dhar, 2011, p. 281). The elements of the marketing mix that are affected by the IMC are: Advertising, Direct marketing, Sales promotions, Publicity/Public relations, and Miscellaneous communication activities. This paper will make an overview of the Integrated Marketing Communication made by Stihl Holding AG & CO. KG, a company that is number one selling brand of handheld outdoor power equipment for: Forestry, Landscape maintenance and Construction industry . The company has more than 12.000 employees around the world, and their products are sold exclusively by specialist dealers that also provide servicing. The Stihl sales organization consists of 32 Stihl-owned sales and marketing companies and approximately 40,000 specialist dealers in more than 160 countries in the World (Annual report, 2011, p. 54). Stihl Holding AG & CO. KG, IMC Elements In order to analyse Stihl's IMC, first the target market of the company must be determined. According to the company's Annual report from 2011, the target markets of the company are: "Anyone that works in forestry or agriculture, in landscape maintenance or construction - or anyone who expects the......

Words: 1843 - Pages: 8

Premium Essay

Holden Imc Campaign

...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence......

Words: 5312 - Pages: 22

Premium Essay

Marketing Plan

...MKT 500: Project Description and Scoring Guide Overview The final project for this course is the creation of a marketing plan for a product of service. You will propose a “fictional” consumer product or service you wish to bring to market. This final project is designed to walk you through such a task. The components of this project will be submitted in six separate milestones spread throughout the modules of the course. These milestones are the initial product idea (Module One), Part One (Module Two), Part Two (Module Four), Part Three (Module Seven), Part Four (Module Eight) and the full marketing plan (Module Nine). Main Elements of Final Product Marketing Plan Elements (Ten Sections) I. Product or Service Description Describe for the reader what it is that you wish to bring to market. If it is a product, describe the product, its functionality, and how it works. If it is a service, describe the service offering so that the reader understands what they would receive. It is suggested that you create a product or service on your own. Please do not attempt to write a marketing plan for Google or Aflac, as that is beyond the purview of this course. Your description should be complete, including: • Where your company is located • The problem your product/service solves – as seen by the target market (not you) – and to which the target market would say, “Yes, that is a problem and no one has solved it”? • The......

Words: 3406 - Pages: 14

Free Essay

Guidelines for Students Practical Training Semester

...Guidelines for Students Practical Training Semester (PTS) Bachelor Degree Programmes full-time School of Business Krems, December 2010 Doc.Nr.: FHM-5-0006 Version 03; Revision 00; E Approval by: Prof. (FH) Mag. Eva Werner/ Rector (FH) Subject to modification printed version  just for Information IMC University of Applied Sciences Krems Guidelines for Students - PTS Academic Board/December 2010 Table of Contents Preamble 3 1 OBJECTIVEs, FIELDS of Application and Duration of the practical training ............. 4 1.1 1.2 1.3 Objectives ................................................................................................................... 4 Fields of Application .................................................................................................... 4 Duration ...................................................................................................................... 4 Fundamental Decisions ............................................................................................... 5 Support by the IMC University of Applied Sciences ..................................................... 6 Practical Training Co-ordinator (PTS Co-ordinator) .................................................... 7 Requirements for the Practical Training ...................................................................... 8 Practical Training Contract.............................................................................................

Words: 6506 - Pages: 27