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Original Imc Plan: Coffee World

In: Business and Management

Submitted By zavedmannan
Words 7760
Pages 32
Assignment 4

Original IMC Plan

Integrated Marketing Communication
(MBA 570)

Zaved Mannan
D-6 Tower Bhaban, Fuller Road
Dhaka University Campus
Dhaka 1000
Bangladesh

Student ID: 11320053

Date: 12.10.2011

Charles Sturt University
Australia

Executive Summery

Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan.

Table of Contents

Introduction 4
Zero Based Planning 4
Identify Target Market 5
SWOT Analysis 6
Marketing Communication Objectives 8
Developing Strategies & Tactics 10
Integrated Marketing Communication 12
Evaluation Effectiveness 15
Conclusion 15
Appendix 16
References 33

Introduction
IMC ensures that all forms of marketing communication (MC) tools and messages are carefully linked together. Kotler et all (2003) defines IMC as: “A way of looking at the whole marketing process from the viewpoint of the customer.”
The main purpose of this report is to prepare an IMC plan for Coffee World (Please see appendix for company background). The report will…...

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