Imc Plan for Ice Joy

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Contents Executive Summary …………………………………………………………………………2 Introduction ………………………………………………………………………………….3 Situational analysis 1.0 Internal Analysis ………………………………………………………………………....4 - 5 2.0 External Analysis * Customer Analysis ………………………………………………………………….. 5 - 6 * Competitive Analysis……………………………………………………………..…. 6 - 7 * Environmental Analysis……………………………………………………………...7 - 8 3.0 Sales objectives……………………………………………………………………………….9 4.0 Creative Strategy………………………………………………………….……………. 9 - 10 5.0 Integrated Marketing Communication Mix …………………………….……………...10 - 11 6.0 Media Choice………………………………………………………………………………..12 7.0 Synergy between media and scheduling…………………………………...……………13 -14 8.0 Costing……………………………………………………………………………………... 15 Conclusion………………………………………………………………………………..…15 References………………………………………………………………………………..… 16 Executive Summary As a Marketing Manager of ice-cream firm, ICE JOY LLC, I have written the report explaining the integrated marketing communication plan (IMC) for launching and selling of a new ice-cream called ICE JOY. This new product has been made by the ICE JOY LLC Company. ICE JOY has budgeted RM 1 million for the IMC plan for 12 months period. The IMC plan has been developed to position Granular ice-cream as a new frozen dessert in the market. I have explained the introduction of ICE JOY and the company background in the beginning of the report. I have contracted internal, external and SWOT analysis of the company to see company’s strength, weakness, opportunities and threats. Then the sales objectives and creative strategy will be explained to establish the company’s brand positioning and development strategies with the targeted customer groups. Then I have made an IMC mix strategy for the product. I have divided market into different segment and decided to target

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