You are to prepare an integrated marketing communications plan for one year, for a business of your choice with which you are familiar. You are only to use secondary research and are not to contact the business directly to involve them in this process. Thus, you utilise your existing knowledge of the business and its activities, coupled with secondary research related to the market to develop your plan. What you develop for this business will be all it has to rely on for the year ahead. Normally, your plan would need to be approved by the business before you proceed. Therefore, in this case, you will still need to present an initial brief.
The Integrated Marketing Communication(IMC) Plan (Initial Brief) . You are asked to select a small Australian fast-food organisation and complete the following report components:
• Brief overview of the organisation;
• List of assumptions (information that you need in order to move forward, make decisions, yet you are unable to source (reference));
• Potential competitors;
• Overview of current marketing mix(4Ps: Product, Price, Place, Promotion);
• Communication objectives;
• Positioning statement reflecting the firm’s position when the objectives are achieved
• Chosen potential audience and segment/s(Geographic, Demographic, Psychographic ) for IMC plan (if multiple segments, will you have a different communication approach for each segment (differentiated)? Is so, consider the implications of this for your final plan i.e., the inclusion of multiple creative/media strategies)
