You have been recently recruited as a brand communication executive at an established FMCG company in the UK. As part of your role, you are to develop an integrated communication plan for a brand specially dedicated to a potential target market.
You have been asked to prepare a report which must assess the current marketing environment and strategies applied in the last three years for a selected brand of your choice in the same company and required to design an integrated communication plan to achieve the success for a brand in 2022.
Furthermore, you have been requested to assess the current market segment for a brand and design the appropriate target segments as per the developed communication plan.
What are the 5 steps to create an integrated marketing communications strategy?
As part of your answer, you must emphasise how the performance of a brand contributes to create the brand equity. integrated marketing plan. In order to achieve this, you have been further asked to evaluate the current brand equity of a selected brand and suggest the new recommendations to improve the brand value based on a selected brand equity model.
Task 1 Critically analyse the current marketing communication strategies applied by your brand. Then, evaluate the current marketing communications strategy within the UK for your given brand. integrated marketing communication plan. Your evaluation must include an assessment of how successfully social networks have been used as part of its integrated marketing communications effort. (25 marks)
Task 2 Prepare an integrated marketing communication plan for the same product for the 2022 period. (35 marks)
integrated marketing communication plan template
Task 3 Analyse the current market segments and recommend the best segments for your brand. You must use correct segmentation bases to agree on the new target segments. Critically assess the current customer relationship strategies of the brand and then assess the dimension of the brand equity. imc plan for a product
You must use a specific brand equity theoretical model to assess the brand equity for a given brand. (30 marks)
Mandatory requirement for integrated marketing communication plan.