Integrated Marketing Communications Plan
Integrated Marketing Communications Plan
800 words
Write for only my part:
Company Overview: Asics
Market: including size, trends & market environment analysis from PESTLE
Competitors
Target audience
Marketing communication challenge: To research the dichotomy in perception where Asics excels in performance footwear but is perceived to have subpar apparel.
Check out rubric for further explanation
The following assessment criteria will be used:
Relevance of Content
Logic and Argument
Creativity and Inventiveness
Visual Presentation
Clarity of Communication
Professionalism
RUBRIC:
Criteria High Distinction (85-100)
Overview of Company -
Identifying and accurately summarise key background information on the assigned company. Demonstrates excellence in identifying and accurately summarising key background information. Background includes elements of evaluation. Background is informed by a range of appropriate secondary sources.
Competitors -
Perform a competitor analysis which includes the identification (and evaluation) of primary and secondary competitors. An excellent competitor analysis performed. A number of primary and secondary competitors identified. Primary competitors evaluated with the evaluation skilfully informed by a range of appropriate secondary sources.
Target Audience -
Identify and evaluate potential market segments for the assigned company. Justify your choice of audience for the IMC program. Demonstrates excellence in identifying and critically evaluating the target audience/s. The identification of the target audience is informed by appropriate secondary sources in all instances. The selection of the chosen audience flows logically from the critical
evaluation provided.
Marketing Communication Challenge -
Identify and summaries the key marketing communication challenge(s) of the assigned company.
Demonstrates excellence in identifying and marketing communication challenges. Multiple challenges identified. Challenges are appropriate and insightful which that are clearly supported by analysis undertaken (i.e., competitor and target audience analysis). Challenges are prioritised.
Secondary sources included in discussion.
