Context of the Assignment:
In the final stages of the recruitment process to be an intern at a prestigious Marketing Communications Agency you have been asked to produce both an initial proposal and final Integrated Marketing Communications plan for Moet & Chandon.
In a recent published report “Global market review of Champagne – forecasts to 2016” by just-drinks it was noted that “people are (beginning to become) fed up with austerity… if people are looking for indulgence, Champagne is celebration and indulgence”. If consumers are looking to move away from austerity and become a little more indulgent then this may present Champagne brands with an opportunity to grow in the UK market.
Your proposal and subsequent integrated marketing communications plan would be short-term, focusing on the next 12months. The plan would consider all of the relevant stages contained in a Marketing Communications Planning framework and would focus on capitalising on this positive market change.
Integrated Marketing Communications Plan:
Produce an individually written integrated marketing communications plan of 2,500 words (+/- 10% excluding bibliography and appendices) that adheres to ALL of the requirements of this assignment brief.
You should ensure that your integrated marketing communications plan follows the framework proposed by Chris Fill as this will ensure it contains the relevant information.
- Appendix
- Context Analysis
An overview of the key external and internal environmental factors relevant to marketing communications and your chosen organisation.
Please Note: This section should be no more than three pages in length and submitted as an appendix.