GMBA703 - Project Briefing and Class Presentation

This assignment will comprise a Project Briefing in the form of a presentation in class and a brief report (not exceeding six typed pages), to be submitted on the day of the presentation. Use bullet points, with brief explanations. The task is to be performed in groups of two. The Project Choose a product/service for which you will develop an Integrated Marketing Communications Plan for the organization that offers the product or service. It is recommended that you choose a brand that is available in Ghana this may be a global brand (Coca-Cola, Apple) or a regional brand (a regional airline) - or a local one brand. Your plan is to respond to the organizations strategic long-term goal to become the market leader for that product or service by 2015. The plan you prepare must be for one year (2012) but must have this strategic goal in mind. Project Briefing content/ guidelines
1.

Assess the current situation. Every IMC plan is developed within a different marketing environment so the basis for your IMC plan needs to be established. Factors may be internal or external to the organisation or a combination. Choose one of the planning models (see Slides 3 and 5) to guide your analysis of the marketing environment and assessment of the factors contributing to the development of this campaign.

2. Describe your product in detail. Apply the FCB grid and justify your selection. Indicate what impact your FCB model type will have on your promotional choices.
3.

Outline three to four communications objectives for the overall campaign. Indicate whether these objectives have
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arisen from the marketing objectives or are specific to the campaign.

4.

5.

Describe your target audience by applying segmentation variables. Apply the Purchase Decision Process to your selected product & target market. What are the implications for your IMC plan of this process. Indicate which hierarchy of response model is appropriate and give reasons supporting your choice

6. Indicate which budget strategy you will using and justify your choice. Indicate how your budget will be allocated to the promotional tools you will be using 7. Describe what you have selected for you IMC plan based on the elements in the Communications Process Model.
8.

Use the Copy Platform to outline the basis of your creative strategy. Think about the key message of your campaign and what will support this. Indicate which of the creative approaches (Unique Selling Proposition, Brand Image, Inherent, Drama or Positioning) you will using and why. Indicate which advertising appeal and execution style you will be using and give reasons for your choice.

9.

10. Develop media objectives by detailing reach, frequency, scheduling strategy, geographic coverage.