IMC plan part 2 and 3

finish part 2 & 3 of the attached slideshow

IMC PLAN PART I
Jarrell C. Williams
MRKT 354
University of Maryland Global Campus
This document is confidential
DTG PRINTER*DIRECT TO
GARMENT PRINTER PROVIDED
BY REFINECOLOR
(Note: this plan is confidential should appear on the title
slide.)
• Prepare this slide 3 times and
submit:
TABLE OF
CONTENTS
• Part 1 Table of Contents
• Parts 1 and 2 Table of Contents
• Final Plan – submit full table of
contents
PART 1
CURRENT MARKETING SITUATION
PRODUCT MARKETING STRATEGIES
PART 1.A. PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT
& ITS ROLE IN THE MARKET
• Baseline cost- $4,250 (cheaper will
bulk orders!
• 2 Year Warranty
• UV ink
• Suppport two-sided printing
• 4.9/5 Performance rating on Alibaba
• $220,000+ in Transactions via
Alibaba.com one of the worlds largest
e-commerce sites
PART1.B.
PRODUCT
DESCRIPTION:
CURRENT
PRODUCT’S
COMPETITIVE
POSITION
• Total Annual RevenueUS$1 Million US$2.5 Million
• 13 Business Certifications – protecting
the buyers!
• Competitors: EPSON & the Brother Co.
• Vulnerabilities –
No App direct to company- utilizes
partnership with Alibaba app
• Less Advertising/campaigns
• Least share of sales
•
• Not a market leader
PART1.C.
PRODUCT
DESCRIPTION:
VALUE
PROPOSITION
•
Licensed and certified company that provides gradient
colors directly to the garments. This is beneficial to
consumers because it allows processing time to create
quality products to be cut in half. Instead of applying
textures multiple times you can get quality in just one
pass!
•
Key Value
•
Convenience; Price; Customer Customization;
Wide-selection
•
Unlike any other company our products evolve as
technology. You can print a create with DIY apps on
your device and make it come to life with our quality
grade printers.
•
100% on Time delivery
PART1.D. PRODUCT DESCRIPTION:
PRIMARY TARGET MARKET
CHARACTERISTICS
With the emergence of independent companies and smal
businesses that have been created since the COVID-19
pandemic there has been a new market for companies such
as RefineColor. Business owners looking to set up shop and
eliminate large distribution companies are in luck.
DTG printers are affordable and mobile based on the
consumers need. With l shipping estimated at 2 weeks to any
where in the world, consumers can have their business up
and running in no time.
Currently using undifferentiated marketing strategy focusing
on consumers who want to build and grow their business.
Complex
buying
process
Requires in
depth
information
Cost
effective
Return on
investment
PART 1.E.
PRODUCT
DESCRIPTION:
TARGET
MARKET
BUYER’S
DECISION
PROCESS
PART 1.F. PRODUCT REVIEW:
BRAND STRATEGY OF THE PRODUCT/SERVICE
International Brand that
has brand equity
founded in 2015
Products available for
worldwide shipping
Product lines – 6
• Refinecolor Printers is at the
Growth stage
PART 1.G. PRODUCT
REVIEW:
TYPE OF
PRODUCT/SERVICE
LIFECYCLE &
BENEFITS/FEATURES
ANALYSIS
• Benefits: Reliability, products
customized to your needs, time
saving
• Target Audience: Early Adaptors
• More conservative and risk-averse to
financial hardships
• More active in research
• Make the business better/profitable
PART 1 COMMUNICATIONS OBJECTIVES:
FIRST YEAR COMMUNICATIONS OBJECTIVES
START CAMPAIGN FOR SMALL
BUSINESS OWNERS AND
ENTREPRENEURS LOOKING TO
GROW FOR A FAIR COST.
SOCIAL MEDIA ENGAGEMENT
INCREASE SALES IN
INTERNATIONAL MARKETS
FROM 5 TO 20 BY 1 FEB 2024
BUYER READINESS STAGE
AWARENESS
INCREASE MARKETING
STRATEGY TO GAIN STRONGER
FOLLOWING
SWOT ANALYSIS TEMPLATE
Strengths:
• A – Price margin better than
competitors
• B – Product quality
• C – Customization
Weaknesses:
• A – Social Media engagements
• B – Public trading co.
• C – On-call technician availability
Opportunities:
• A – Growing market
• B – Affordable
• C – More distributors
Threats:
• A – Large brand name companies
• B – web app developers
• C – Export vulnerabilities
COMPETITIVE COST ANALYSIS
Factor 1 – Pricing
Your Company
Competitor 1
Competitor 2
$3,350 (base)
$18, 995
$19,995
REFERENCES
• Shenzhen Refinecolor Technology Co., ltd. – UV flatbed printer, DTG
Printer. Available at:
https://refinecolor01.en.alibaba.com/company_profile/feedback.html?
spm=a2700.icbuShop.conu5cff17.2.3a085efci4Hgr7 (Accessed: March
11, 2023).
• Surecolor DTG T-shirt printers (no date) DTG Printers | T-Shirt Printing
Machine | Epson US. Available at: https://epson.com/direct-togarment-t-shirt-printer (Accessed: March 11, 2023).
• GTXPRO direct to garment printer specifications (no date) brother.
Available at: https://brotherdtg.com/gtxpro/specs-software/
(Accessed: March 13, 2023).
Instructions Page :
Do not include
PART 2 IMC STRATEGY
RECOMMENDATIONS
• The Goal of Part 2 is to provide direction on the
overall creative message design and structure.
This is called the Creative Brief.
PART 2.1 COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
OVERALL MESSAGE DESIGN
What is the key “Big Idea” you want integrated in all
the messages?
What is the key promise and supporting reasons why.
What call to action do you want used, example: go to
website URL, phone #, etc.
What are the mandatories, or constraints that need to
be included in the messages; such as logo, tag lines,
warning labels, drug interactions, etc.
PART 2.A. COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
MESSAGE CONTENT
This is where you say what you want to say about the product,
for example:
• What specific product information is critical
• What differentiates this product from its competitors
• What appeals should be used (emotional, rational, sex,
ethical, etc.)
• What buyer readiness stage is your target audience in
• What disclaimers need to be used (put this detailed/legal
information in the Exhibits
PART 2.B. COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
MESSAGE STRUCTURE
Provide strategic direction on how to deliver the
key message to the copywriter and art director.
You are not writing copy for the ads; that is for the
creative team, for ex:
• What message strategy will you employ?
• Which advertising appeals will be most effective?
• If you want comparative messages used, need to
provide competitors & products.
PART 2.C.COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
FORMAT/EXECUTIONAL
FRAMEWORK
2-parts to this analysis need to be provided:
• Identify what formats the ad message should be
in (search or display ads, 30 or 60 sec. TV spot,
full page or partial print ads, etc.)
• What executional framework you believe will
work best (animation, storytelling, authoritative,
testimonial, demonstration, slice-of-life, fantasy,
informative)
PART 2.D. COMMUNICATIONS
RECOMMENDATIONS:
THE MESSAGE SOURCE
• Offer direction on whether it should be a celebrity,
man/woman on the street, etc. and why.
• What source characteristics do you want, such as;
trustworthy, credible, expert, etc.
• What kind of voice talent do you want used, if you specify
radio, YouTube, etc.
• State if you want a spokesperson who has never been
used by a competitor, etc.
PART 2.E. COMMUNICATIONS
RECOMMENDATIONS:
BUDGET AND AD DEVELOPMENT
• Specify what type of budget methodology you
would use and your rationale. Provide a ballpark
budget based on your research
• Would you complete the work with an internal
team or outsource the work to an advertising
agency? Provide your rationale.
CREATIVE BRIEF TEMPLATE
END OF PART 2
• Be sure the Endnotes and References have been
updated.
• Review for any editing errors
• Double check to be sure all the required content
is provided
PART 3.1.A PROMOTION MIX TOOLS
ADVERTISING OBJECTIVES
• Refer to chapter 7.4. .
• Need to be stated in measurable terms. For ex,
objectives could include what % and how often
do you recommend the messages reach the target
audiences
• Also need to indicate the timing measurements.
PART 3.1B.PROMOTION MIX
OVERVIEW:
MEDIA CHANNELS
The integrated marketing communications perspective
stresses careful strategic blending of many media tools to
be sure that the message touches the target audience in
the same way wherever this interaction takes place.
• Use personal, non-personal media or both
• Use traditional, non-traditional media or blend
• Identify what media your direct competitors use. (Point is
not to copy them, but to be aware of what they use and
why)
• Identify what media mix to use and why.
PART 3.2. PROMOTION MIX TOOLS
PROMOTION MIX STRATEGY
• Discuss how you plan to integrate the paid advertising,
personal selling, sales promotions, etc. Note: in some
products mass advertising tools will be the central focus.
In other products, advertising will be used to support a
sales force and trade promotions only.
• Do you plan personal, non-personal or both
• Plan for a push, pull or combination & why
• What is the promotional timing, for ex, fall for gift season,
slow seasons to simulate sales, etc.
• You need to demonstrate you understand the advantages
and disadvantages of the various recommended media .
PART 3.3A. DIGITAL AND MOBILE
OBJECTIVES AND STRATEGIES
These media are an increasingly important part of
the overall marketing communications program.
Need to:
• Identify online, mobile, e-mail marketing, buzz
marketing, and the web changes needed, such as:
a web landing page, etc.
• Recommend what social media to use, including
online product reviews & blogs, refer to chapter 9.
PART 3.3B. MEDIA STRATEGIES &
PLAN
• Name the specific media vehicles, including social
media and other digital tools, such as; Google
Search, Facebook, etc.
• Determine audience reach, frequency and other
relevant measurements.
• Media timing for the product; such as fall and winter
months for cold/flu meds, spring and summer for
new car intros. Also remember targeting certain
months can save on media budgets.
PART 3.3C. TRADITIONAL MEDIA
• Identify Traditional Media Mix for the Campaign
• Determine audience reach, frequency and other
relevant measurements.
• Media timing for the product; such as fall and
winter months for cold/flu meds, spring and
summer for new car intros. Also remember
targeting certain months can save on media
budgets.
PART 3.3D. PUBLIC RELATIONS AND
ALTERNATIVE MARKETING STRATEGIES
• The goal of public relations is to build good relationships
and enhance the image of the firm with the advertiser’s
publics, namely consumers, stockholders, legislators, and
employees. However, since public relations messages are
not paid media placements, marketing communicators
can’t control their use.
• Recommend what tools you want; such as press releases,
media events, publicity or crisis management, etc.
• Refer to chapter 13.
ENDNOTES
• Be sure to use APA 7 citation format.
• Need to cover all 3 parts of the plan.
REFERENCES
• Refer to the excellent reference tools found in the
UMGC virtual library to be sure of proper citation
format.
• https://libguides.umgc.edu/gethelp/writingciting
EXHIBITS
This slide is optional, but it is a good place to
include:
• Worksheets (SWOT, competitors, etc)
• Detailed Creative Brief including legal product
language, etc.
• Logo and tagline treatments
• Corporate trademarks, PMS colors, and how they
should be shown in communications materials.
EXHIBITS – SWOT
T
EXHIBITS – COMPETITIVE ANALYSIS
T
EXHIBITS – CREATIVE BRIEF
T
END OF PART 3
• Make any changes recommended in your professor’s
feedback on Parts 1&2.
• Incorporate Parts 1 and 2 into a final, cohesive plan.
• Include the Executive Summary and full Table of Contents.
• Edit carefully and check your work against the grading
criteria in the syllabus.
• Upload into your assignment folder by the due date.
DTG PRINTER*DIRECT TO
GARMENT PRINTER PROVIDED
BY REFINECOLOR
(Note: this plan is confidential should appear on the title
slide.)
• Prepare this slide 3 times and
submit:
TABLE OF
CONTENTS
• Part 1 Table of Contents
• Parts 1 and 2 Table of Contents
• Final Plan – submit full table of
contents
PART 1
CURRENT MARKETING SITUATION
PRODUCT MARKETING STRATEGIES
PART 1.A. PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT
& ITS ROLE IN THE MARKET
• Baseline cost- $4,250 (cheaper will
bulk orders!
• 2 Year Warranty
• UV ink
• Suppport two-sided printing
• 4.9/5 Performance rating on Alibaba
• $220,000+ in Transactions via
Alibaba.com one of the worlds largest
e-commerce sites
PART1.B.
PRODUCT
DESCRIPTION:
CURRENT
PRODUCT’S
COMPETITIVE
POSITION
• Total Annual RevenueUS$1 Million US$2.5 Million
• 13 Business Certifications – protecting
the buyers!
• Competitors: EPSON & the Brother Co.
• Vulnerabilities –
No App direct to company- utilizes
partnership with Alibaba app
• Less Advertising/campaigns
• Least share of sales
•
• Not a market leader
PART1.C.
PRODUCT
DESCRIPTION:
VALUE
PROPOSITION
•
Licensed and certified company that provides gradient
colors directly to the garments. This is beneficial to
consumers because it allows processing time to create
quality products to be cut in half. Instead of applying
textures multiple times you can get quality in just one
pass!
•
Key Value
•
Convenience; Price; Customer Customization;
Wide-selection
•
Unlike any other company our products evolve as
technology. You can print a create with DIY apps on
your device and make it come to life with our quality
grade printers.
•
100% on Time delivery
PART1.D. PRODUCT DESCRIPTION:
PRIMARY TARGET MARKET
CHARACTERISTICS
With the emergence of independent companies and smal
businesses that have been created since the COVID-19
pandemic there has been a new market for companies such
as RefineColor. Business owners looking to set up shop and
eliminate large distribution companies are in luck.
DTG printers are affordable and mobile based on the
consumers need. With l shipping estimated at 2 weeks to any
where in the world, consumers can have their business up
and running in no time.
Currently using undifferentiated marketing strategy focusing
on consumers who want to build and grow their business.
Complex
buying
process
Requires in
depth
information
Cost
effective
Return on
investment
PART 1.E.
PRODUCT
DESCRIPTION:
TARGET
MARKET
BUYER’S
DECISION
PROCESS
PART 1.F. PRODUCT REVIEW:
BRAND STRATEGY OF THE PRODUCT/SERVICE
International Brand that
has brand equity
founded in 2015
Products available for
worldwide shipping
Product lines – 6
• Refinecolor Printers is at the
Growth stage
PART 1.G. PRODUCT
REVIEW:
TYPE OF
PRODUCT/SERVICE
LIFECYCLE &
BENEFITS/FEATURES
ANALYSIS
• Benefits: Reliability, products
customized to your needs, time
saving
• Target Audience: Early Adaptors
• More conservative and risk-averse to
financial hardships
• More active in research
• Make the business better/profitable
PART 1 COMMUNICATIONS OBJECTIVES:
FIRST YEAR COMMUNICATIONS OBJECTIVES
START CAMPAIGN FOR SMALL
BUSINESS OWNERS AND
ENTREPRENEURS LOOKING TO
GROW FOR A FAIR COST.
SOCIAL MEDIA ENGAGEMENT
INCREASE SALES IN
INTERNATIONAL MARKETS
FROM 5 TO 20 BY 1 FEB 2024
BUYER READINESS STAGE
AWARENESS
INCREASE MARKETING
STRATEGY TO GAIN STRONGER
FOLLOWING
SWOT ANALYSIS TEMPLATE
Strengths:
• A – Price margin better than
competitors
• B – Product quality
• C – Customization
Weaknesses:
• A – Social Media engagements
• B – Public trading co.
• C – On-call technician availability
Opportunities:
• A – Growing market
• B – Affordable
• C – More distributors
Threats:
• A – Large brand name companies
• B – web app developers
• C – Export vulnerabilities
COMPETITIVE COST ANALYSIS
Factor 1 – Pricing
Your Company
Competitor 1
Competitor 2
$3,350 (base)
$18, 995
$19,995
REFERENCES
• Shenzhen Refinecolor Technology Co., ltd. – UV flatbed printer, DTG
Printer. Available at:
https://refinecolor01.en.alibaba.com/company_profile/feedback.html?
spm=a2700.icbuShop.conu5cff17.2.3a085efci4Hgr7 (Accessed: March
11, 2023).
• Surecolor DTG T-shirt printers (no date) DTG Printers | T-Shirt Printing
Machine | Epson US. Available at: https://epson.com/direct-togarment-t-shirt-printer (Accessed: March 11, 2023).
• GTXPRO direct to garment printer specifications (no date) brother.
Available at: https://brotherdtg.com/gtxpro/specs-software/
(Accessed: March 13, 2023).
Instructions Page :
Do not include
PART 2 IMC STRATEGY
RECOMMENDATIONS
• The Goal of Part 2 is to provide direction on the
overall creative message design and structure.
This is called the Creative Brief.
PART 2.1 COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
OVERALL MESSAGE DESIGN
What is the key “Big Idea” you want integrated in all
the messages?
What is the key promise and supporting reasons why.
What call to action do you want used, example: go to
website URL, phone #, etc.
What are the mandatories, or constraints that need to
be included in the messages; such as logo, tag lines,
warning labels, drug interactions, etc.
PART 2.A. COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
MESSAGE CONTENT
This is where you say what you want to say about the product,
for example:
• What specific product information is critical
• What differentiates this product from its competitors
• What appeals should be used (emotional, rational, sex,
ethical, etc.)
• What buyer readiness stage is your target audience in
• What disclaimers need to be used (put this detailed/legal
information in the Exhibits
PART 2.B. COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
MESSAGE STRUCTURE
Provide strategic direction on how to deliver the
key message to the copywriter and art director.
You are not writing copy for the ads; that is for the
creative team, for ex:
• What message strategy will you employ?
• Which advertising appeals will be most effective?
• If you want comparative messages used, need to
provide competitors & products.
PART 2.C.COMMUNICATIONS
STRATEGY RECOMMENDATIONS:
FORMAT/EXECUTIONAL
FRAMEWORK
2-parts to this analysis need to be provided:
• Identify what formats the ad message should be
in (search or display ads, 30 or 60 sec. TV spot,
full page or partial print ads, etc.)
• What executional framework you believe will
work best (animation, storytelling, authoritative,
testimonial, demonstration, slice-of-life, fantasy,
informative)
PART 2.D. COMMUNICATIONS
RECOMMENDATIONS:
THE MESSAGE SOURCE
• Offer direction on whether it should be a celebrity,
man/woman on the street, etc. and why.
• What source characteristics do you want, such as;
trustworthy, credible, expert, etc.
• What kind of voice talent do you want used, if you specify
radio, YouTube, etc.
• State if you want a spokesperson who has never been
used by a competitor, etc.
PART 2.E. COMMUNICATIONS
RECOMMENDATIONS:
BUDGET AND AD DEVELOPMENT
• Specify what type of budget methodology you
would use and your rationale. Provide a ballpark
budget based on your research
• Would you complete the work with an internal
team or outsource the work to an advertising
agency? Provide your rationale.
CREATIVE BRIEF TEMPLATE
END OF PART 2
• Be sure the Endnotes and References have been
updated.
• Review for any editing errors
• Double check to be sure all the required content
is provided
PART 3.1.A PROMOTION MIX TOOLS
ADVERTISING OBJECTIVES
• Refer to chapter 7.4. .
• Need to be stated in measurable terms. For ex,
objectives could include what % and how often
do you recommend the messages reach the target
audiences
• Also need to indicate the timing measurements.
PART 3.1B.PROMOTION MIX
OVERVIEW:
MEDIA CHANNELS
The integrated marketing communications perspective
stresses careful strategic blending of many media tools to
be sure that the message touches the target audience in
the same way wherever this interaction takes place.
• Use personal, non-personal media or both
• Use traditional, non-traditional media or blend
• Identify what media your direct competitors use. (Point is
not to copy them, but to be aware of what they use and
why)
• Identify what media mix to use and why.
PART 3.2. PROMOTION MIX TOOLS
PROMOTION MIX STRATEGY
• Discuss how you plan to integrate the paid advertising,
personal selling, sales promotions, etc. Note: in some
products mass advertising tools will be the central focus.
In other products, advertising will be used to support a
sales force and trade promotions only.
• Do you plan personal, non-personal or both
• Plan for a push, pull or combination & why
• What is the promotional timing, for ex, fall for gift season,
slow seasons to simulate sales, etc.
• You need to demonstrate you understand the advantages
and disadvantages of the various recommended media .
PART 3.3A. DIGITAL AND MOBILE
OBJECTIVES AND STRATEGIES
These media are an increasingly important part of
the overall marketing communications program.
Need to:
• Identify online, mobile, e-mail marketing, buzz
marketing, and the web changes needed, such as:
a web landing page, etc.
• Recommend what social media to use, including
online product reviews & blogs, refer to chapter 9.
PART 3.3B. MEDIA STRATEGIES &
PLAN
• Name the specific media vehicles, including social
media and other digital tools, such as; Google
Search, Facebook, etc.
• Determine audience reach, frequency and other
relevant measurements.
• Media timing for the product; such as fall and winter
months for cold/flu meds, spring and summer for
new car intros. Also remember targeting certain
months can save on media budgets.
PART 3.3C. TRADITIONAL MEDIA
• Identify Traditional Media Mix for the Campaign
• Determine audience reach, frequency and other
relevant measurements.
• Media timing for the product; such as fall and
winter months for cold/flu meds, spring and
summer for new car intros. Also remember
targeting certain months can save on media
budgets.
PART 3.3D. PUBLIC RELATIONS AND
ALTERNATIVE MARKETING STRATEGIES
• The goal of public relations is to build good relationships
and enhance the image of the firm with the advertiser’s
publics, namely consumers, stockholders, legislators, and
employees. However, since public relations messages are
not paid media placements, marketing communicators
can’t control their use.
• Recommend what tools you want; such as press releases,
media events, publicity or crisis management, etc.
• Refer to chapter 13.
ENDNOTES
• Be sure to use APA 7 citation format.
• Need to cover all 3 parts of the plan.
REFERENCES
• Refer to the excellent reference tools found in the
UMGC virtual library to be sure of proper citation
format.
• https://libguides.umgc.edu/gethelp/writingciting
EXHIBITS
This slide is optional, but it is a good place to
include:
• Worksheets (SWOT, competitors, etc)
• Detailed Creative Brief including legal product
language, etc.
• Logo and tagline treatments
• Corporate trademarks, PMS colors, and how they
should be shown in communications materials.
EXHIBITS – SWOT
T
EXHIBITS – COMPETITIVE ANALYSIS
T
EXHIBITS – CREATIVE BRIEF
T
END OF PART 3
• Make any changes recommended in your professor’s
feedback on Parts 1&2.
• Incorporate Parts 1 and 2 into a final, cohesive plan.
• Include the Executive Summary and full Table of Contents.
• Edit carefully and check your work against the grading
criteria in the syllabus.
• Upload into your assignment folder by the due date.