INTEGRATED MARKETING COMMUNCATIONS
Title : An IMC Plan for Wescobee
Our Project choose Wescobee Jarrah Honey
The market chosen for this project should be Western Australia.
SITUATIONAL ANALYSIS (22%)
2.1 Industry Evaluation (4%): Company: Wescobee
-What are the marketing opportunities/challenges facing this particular industry?
Opportunity:Some advantages of Jarrah honey and why it suit for our targeting.
Challenges:Fierce competition in honey market. Varieties honey product.
-What are the market trends (sales, consumption, participation, etc.)?
-What factors may affect the success of the plan?
-What barriers may limit the success of the plan?
2.2 Brand Evaluation (4%):
-What are the strengths and weakness of your chosen brand in the market?
S:Born in 1942 (old brand) Development more than 85 years. Quality Assurance.
W:packaging too old likes medicine. Lack of online publicity- long time not update the website
-Who are your direct or indirect competitors and their strengths and weaknesses?
One flower (good packaging and tasting)
-What is the perceptual mapping? (A perceptual map should be provided in this section)
-What are the other factors that may affect the brand adoption?
2.3 Segmentation and Targeting (10%): 23-30 years old Australian student
-How will you segment the market (incorporate demographic and psychographic segmentation method)? Student should provide a basic segmentation figure.
-What will be your target segment for the plan? (Describe your target segment in a detailed manner).
-Why do you choose this segment as the target market?
2.4 Positioning (4%): current competitor: One Flower
-What are your current competitors' positioning strategies?
-How will you overall position your brand in this plan (e.g., position to the target segment, against its major competitor, or away from others in the category)? Our wescobee jarrah honey positioning: honey give student energy, student who eat it will have energy and power(and also it's nature's energy food)
-Why do you believe you positioning is effective?
Harvard Referencing Style
FORMAT of the IMC plan: The written IMC plan is to be typed in Times New Roman 12, double-spaced, A4 paper. The mark for the project will be reduced by 10% per day each day it is late. The report must have an Assignment Cover Sheet with the following details shown clearly: the title of the IMC plan, the unit code and name, your name(s), and your student number(s). Your report should be no more than 3500 words (penalties will be assessed if that limit is exceeded by more than 5%). Everything in the IMC plan is included in the word count except the Executive Summary, End Bibliography and Appendixes. Ensure that you keep a copy in case the original files are lost. The submission should be done on LMS.