Case Analysis - Integrated Marketing Communications Plan
You are responsible for developing an Integrated Marketing Communications plan for New Belgium Brewing.
Begin by reviewing the details of the case - New Belgium Brewing (B) in the text book to understand the beginning launch of this product.
Assume that you have taken on the role of Marketing Communications Manager today. Although the company has increased sales through broader distribution, sales are currently flat. Senior management has determined that you need to capture a new target audience with the same products and develop an Integrated Marketing Communications plan for the period October 2013(4) - September 2013(4).
Your plan must include:
Description of selected Target Market. Description should include: demographic and psychographic factors and likely media preferences.
Objectives for the year (what do you need your communication tactic to accomplish?) Be specific: are you building awareness, interest etc, and what percentage of the market do you hope to impact?
Establish your communication approach - push vs. pull with rationale as to why you have selected this approach.
Determine mix of media to accomplish your goals and evaluate why each media is chosen.
Create Budget (see constraints below) and a specific calendar for communication tactics and describe the flow of activities, month by month.
Compose the message (slogan, tag line or compelling reason to purchase) and describe how you visualize it being executed.
For this project assume the follow: Total Budget Allocation for 12 months is $8,000,000 Costs per media.
|
30 second TV Spot
|
$350,000 per spot
|
|
30 second Local Radio
|
$10,000 per spot
|
|
Full Page National Magazine Ad
|
$350,000 per issue
|
|
½ page
|
$245,000 per issue
|
|
¼ page
|
$175,000 per issue
|
|
Informational Website
|
$15,000
|
|
Transactional Website
|
$25,000
|
|
Internet Advertising
|
$35,000 per outlet
|
|
Sales Promotion & Couponing
|
$405,000 per campaign
|
|
Direct Mail per 10,000 pieces
|
$10,000
|
|
Trade Show - National Scope
|
$975,000
|
|
Direct Sales Staffing - per person
|
$125,000
|
|
Sales Staff Promotion -per person
|
$45,000
|
|
Brochures and Collateral Material
|
$80,000
|
|
Sport Event Marketing
|
$1,200,000 per event
|
Requirements:
This is a business planning project. You want your final output to convince your new boss you know what you're doing. Let your creativity come out AND, be sure to provide solid rationale for your decisions tied to the marketing communication concepts.