Students must select a topic from the ten brands listed below :
Bonds
Primary Research:
A critical component of Integrated Marketing Communications is the use of reputable data to develop and
justify strategic decisions. Although this is not a marketing research assignment, our focus will be on how to
best utilise both primary and secondary sources of marketing research. Commonly used forms of primary
research are survey, interview, focus group, experiment, observation, and mystery shopper. The last two,
observation and mystery shopper, we will utilise in this assignment. Observation and mystery shopper are
particularly important because they help us gain a detailed consumer perspective; key goal of IMC.
Observation is where we as marketers view the ways in which consumers interact with the brand or
product. Based on this we can make assumptions on a range of areas such as consumer decision making,
consumer demographics, promotional impact, ect. Mystery shopper is where we as marketers act as a
consumer and have interactions with the brand, servicescape, company staff, ect. For each of these tools
we need to include an appendix detailing our research. Components for including primary research:
1. Questions … What are the specific consumer behaviour/marketing areas you are looking for?
2. Data … A detailed description of what you witnessed
3. Application to IMC … What are the results of this data from an IMC perspective? How can we
incorporate this into our strategy development approach? Consider the sections of the assignment.
Secondary Research:
Secondary research differs from primary research in that we do not specifically undertake the research
ourselves but rather we utilise information already available. Secondary research can be a powerful tool for
marketing but it is important to provide details on how the particular type of data applies to our strategy
development context. Different types of secondary data we can utilise include examples of advertisements ,
official company websites, online forums, new articles, review by marketing companies (such as interbrand),
ect. Again, as with primary research, when including secondary research it is required to provide the
example and a discussion of the application to IMC. This would be provided in the appendix for each
example that you use.
Presentation Guidelines:
• APA referencing is a requirement of this assignment
• Students may utilise any font, size, and spacing requirements they wish as long as they adhere to
the page count recommendations provided for each section
• Students should use the provided sections headings as if this were the brief asked for by the brand
and aim to develop a professional standard of presentation in the document
• Only the 6 sections are considered in the word count i.e. all additional details included in the
appendix of primary research and secondary data examples is not counted and students are able to
include as much detail as they wish
3
1.0 Target Market
The purpose of the market review section is to understand the organisations current
approach while developing opportunities for impro vements which may provide additional
opportunities for the organisation in the target market description statement. Sections 1.1-1.5 will detail this with section 1.6 Target Market Description Statement
identifying the
specific target you intend to co mmunication with for your proposed campaign. In this
section you need to support your work with primary and secondary referencing with any
examples included in the appendix.
1.1 Geographic Segmentation
Developed by area (region, nation, state, district, suburb).
1.2 Demographic Segmentation
Developed by characteristics of a human population (age, sex, family size, income, ect).
1.3 Psychographic Segmentation
Developed on the basis of personality or lifestyle (personality, values, lifestyle).
1.4 Behavioural Segmentation
Developed on the basis of usage (product usage, loyalties, or buying response).
1.5 Benefit Segmentation
Developed by looking at advantages consumers are looking for in the offering.
1.6 Target Market Description Statement
For example … Triumph motorcycles services a wide range of target markets via its
distinct niche product lines. The key target market of Triumph’s urban sports market is
described as:
Males aged 20-34 who currently hold an Australian open motor cycle license .
These users currently own or are looking to purchase a motorcycle and are
motivated by prestige, performance, quality and to a lesser degree, price. They
come from a wide range of backgrounds but are unified by a common interest in
motorcycling. They tend to be self motivated risk takers who are happy go against
the norm.
One Page
4
2.0 Competitor Profile
2.1 Competitive Framework
How does your organisation fit into its competitive
framework? A perceptual map is a grid of the competitive
environment. This grid is developed from research and is
set against criteria most relevant to the target market.
For example, criteria 1 could be price (vertical), and
criteria 2 could be service delivery (horizontal). When
selecting competitors pick 2 or 3 direct competitor s to
give an accurate account of where your organisation sits.
Additionally, make sure to provide detail to justify your
selection of both the criteria chosen and the competitors
selected including referencing.
2.2 Competitor Analysis – Offerings and Communication
This section deals with consumers’ evaluation (thoughts, feelings, perceptions, and
attitudes) of competitors (compared to the product you are basing this project on) based
on the communication they have received from and about them. Highlight any
weaknesses or inconsistencies you have found between the company’s communication
about the product and the way that consumers evaluate the same product. This may
identify areas where your competitors are weak and where a gap in the market may e xist.
You are required to describe, compare and contrast competitors’ product offerings and
marketing communication with customers, for instance, their message strategy, media
strategy and contact strategy.
2.3 Competitive Advantage
Competitive advantage is something unique or special that your company does or
possesses that provides an advantage over competitors. Competitive advantage can
stem from cost leadership (lowest cost product) or differentiation. Alternatively, the firm
can achieve competiti ve advantage through a focused approach that requires the firm to
concentrate on a narrow, exclusive competitive segment. Identify the source of
competitive advantage that exists or that should be developed using primary and
secondary information.
Two Pages
5
3.0 Message Review
3.1 Current Message Strategy
Discuss the current message approach of your selected organisation. Detail the tagline,
the visibility of the message, and the length of time this message has been in use. This will
need to address both push and pull message strategy elements:
• Address the organisation one -way (push) communication approach – planned
messages. This is typically used to gain awareness and build the brand and
encompasses the organisations planned messages. Remember to use examples.
• Address the organisations two -way (pull) communication approach – product and
service messages. This is typically used to build and enhance relationships with the
target market to ensure a positive and long -standing relationship for both parties.
Remember to use examples.
3.2 Message Effectiveness Critique
The second component of the message review section is a message effectiveness
critique. This requires assessing the effectiveness of the organisations current message
approach. For this it is best t o find 3rd party information (not from the organisation) that
discusses how well the message approach has worked. Some questions to consider:
• Has the current approach had the result the organisation intended for it to have?
• Has there been any unintended c onsequences of this approach? Unplanned
messages?
• What are the ways in which the organisation can improve its message approach?
• Is there an alternative approach, which would be better? Support with referencing.
3.3 Proposed Message Strategy Adjustments
The final element of the message review section is proposed adjustments to the
organisations current approach. There are always ways in which the organisation can
improve its tagline, strategy, or implementation or message. This section (supported by
re ferencing) needs to briefly outline the intend ed course of action to improve the message
strategy of your organisation.
One Page
6
4.0 Channel Review
4.1 Channel Integration Grid
Factors of
Integration
TV Print Radio Internet
Direct
Mail
Packaging Sales Staff
Logo
Logo is integrated well across all elements except direct mail where the logo is a
different design and not prevalent.
Tagline
Tagline is poorly integrated across media channels. It is not prevalent on the
internet site, direct mai l, or packaging of the product. Sales staff were unfamiliar
with the tagline when prompted.
Corporate
Colours
Corporate colours of red and blue are presented well and are consistent across
all channel elements. This is a strength of the current IMC approach.
Message
Strategy
Message strategy was coordinate across the majority of elements except the
internet site (not present) and the direct mail (slightly incorrect) elements.
Multiple
Audiences
Multiple audiences are discussed in different channels with the exception of
direct mail. It is worthy of note that because direct mail is a far more targeted
approach than the others it is reasonable to assume this would be more focused
than traditional medial approaches.
Common
Objectives
Objectives are coordinated across the majority media elements. Internet and
direct mail focus on different elements, relationship rather than awareness, and
this could be coordinated better with other communications media.
Common
Image
All elements of image are integrated well with the exception of direct mail. As
highlighted in the other factors of integration, direct mail has little in common
with the key message and tone which the organisation sends about itself to its
target market. Direct mail presents a vastly different image than other media
elements.
Grid Key:
High Integration Mid Integration Low Integration
This section is presented as an example
7
4.2 Channel Effectiveness Critique
Section 4.1 Channel Integration Grid has outlined a number o f strengths and weaknesses
in the current one and two -way communications approach of the organisation. Regarding
factors of integration strengths, corporate colours were very strong and were consistent
across all media. Furthermore, the logo was highly integrated into media and multiple
audiences were largely attained across media types improving value of spend. Strengths
of media included TV, print, radio, and product packaging which presented a consistent
strategy at all times. Factors of integration weaknesses were also present with key
elements requiring attention being the tagline and message strategy delivery. Both
elements were missing from some communications and represent a critical weakness for
the organisation. Weaknesses of media exist spec ifically in the direct mail channel, as
well as the companies’ online presence. Direct mail represents a critical issue for the
organisation as it has limited coordination in in terms of both integration factors or
cooperation with other media elements.
4.3 Proposed Channel Strategy Adjustments
There are a number of key elements that can be used to improve the situation outlined in
sections 4.1 and 4.2. The suggested improvements including the following:
• Direct mail is a critical issue for the organisation and needs to be improved or
scraped from the IMC mix. It is proposed that direct mail take a supporting, sales
promotion based function to support the other elements of the IMC mix. This would
include integration in specific promotions with other to ols including mass media,
online and staff service messages.
• The tagline of the organisation is not consistent. It is used in a number of variations
and is omitted all together from some media elements. As the tagline (and related
message strategy disc ussed in section 3.3 ) is a key element of an IMC approach it
is proposed that a new tagline be developed to better articulate the key competitive
advantage of our organisation over others in the market place. The new approach
will incorporate a competitive consumer benefit and a message strategy execution.
This will be addressed in section 5 Campaign Development .
This section is presented as an example
Two Pages
8
5.0 Campaign Development
5.1 Competitive Consumer Benefit Statement
Your competitive consumer benefit needs to be developed off what you have addressed in
the first four sections of this strategy report; message review, channel review, target
market, and competitor profile. The first component here is a justification for your CCB
which justified against those four elements. Your competitive co nsumer benefit should be
based off all you identified. How does this approach adjust the message/channel approach
currently adopted by your organisation? What can you offer your target market? How
does this approach differ to what is offered by competitors? Additionally, you must include
your specific CCB statement after your detail and justification paragraph.
5.2 Message Strategy Statement
The purpose of a message strategy statement is to articulate the guiding principles of your
campaign.
• For (wh o is the behavioural target our communication program is to impact?)
• Who (what is the customer insight that has been identified and what is the category
motivation that drives that customer or prospect?)
• Our product is a (what is our product or service in the eyes of the customer or
prospect, that is, what is our whole product?)
• That provides (what is the key benefit or value the customer wants and our brand
or product can deliv er based on our insights?)
• Unlike (who is the relevant c ompetitor or competitors ?)
• Our product is (what is our key point of d ifferentiating relevance?)
5.3 Message Str ategy Approach
This section will discuss which message strategy you have selected and why. Examples
of message strategy approaches include generic, pre-emptive, unique selling proposition,
positioning, brand image, inherent drama, resonance, and affective. It is critical in this
section that you support your selection with elements outlined in the preceding sections of
this document as well as references from 3rd parties. Selection which are NOT supported
will not receive a passing grade. Details on different strategic approaches are included in
the text.
One Page
9
6.0 Media Strategy
Select and justify the top 2 choices for media in company, customer, intrinsic, and
unexpected. Discuss in detail the approach, purpose, and implementation of the choices
and be as specific as you can. Support all concepts with detailed referencing.
6.1 Company Contacts
These are planned marketing communication activities. Make sure you include specific
media choices and scheduling and justify your decisions using the previous sections.
6.2 Customer Contacts
These are created when a consumer actively searches out the brand. The main role of
the company is this kind of contact is to be available to facilitate relationship building with
customers.
6.3 Intrinsic Contacts
These contacts are inherent in the process of acquiring and using the brand and act as a
supporting element.
6.4 Unexpected Contacts
Expected contacts occur when something is communicated by the brand, but are not by
definition under the control of the company. Identify the potential contact points and
discuss how and why the company ne eds to manage unexpected contacts.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂
Tiger Airways
Students must select a topic from the ten brands listed below :
Bonds
Primary Research:
A critical component of Integrated Marketing Communications is the use of reputable data to develop and
justify strategic decisions. Although this is not a marketing research assignment, our focus will be on how to
best utilise both primary and secondary sources of marketing research. Commonly used forms of primary
research are survey, interview, focus group, experiment, observation, and mystery shopper. The last two,
observation and mystery shopper, we will utilise in this assignment. Observation and mystery shopper are
particularly important because they help us gain a detailed consumer perspective; key goal of IMC.
Observation is where we as marketers view the ways in which consumers interact with the brand or
product. Based on this we can make assumptions on a range of areas such as consumer decision making,
consumer demographics, promotional impact, ect. Mystery shopper is where we as marketers act as a
consumer and have interactions with the brand, servicescape, company staff, ect. For each of these tools
we need to include an appendix detailing our research. Components for including primary research:
1. Questions … What are the specific consumer behaviour/marketing areas you are looking for?
2. Data … A detailed description of what you witnessed
3. Application to IMC … What are the results of this data from an IMC perspective? How can we
incorporate this into our strategy development approach? Consider the sections of the assignment.
Secondary Research:
Secondary research differs from primary research in that we do not specifically undertake the research
ourselves but rather we utilise information already available. Secondary research can be a powerful tool for
marketing but it is important to provide details on how the particular type of data applies to our strategy
development context. Different types of secondary data we can utilise include examples of advertisements ,
official company websites, online forums, new articles, review by marketing companies (such as interbrand),
ect. Again, as with primary research, when including secondary research it is required to provide the
example and a discussion of the application to IMC. This would be provided in the appendix for each
example that you use.
Presentation Guidelines:
• APA referencing is a requirement of this assignment
• Students may utilise any font, size, and spacing requirements they wish as long as they adhere to
the page count recommendations provided for each section
• Students should use the provided sections headings as if this were the brief asked for by the brand
and aim to develop a professional standard of presentation in the document
• Only the 6 sections are considered in the word count i.e. all additional details included in the
appendix of primary research and secondary data examples is not counted and students are able to
include as much detail as they wish
3
1.0 Target Market
The purpose of the market review section is to understand the organisations current
approach while developing opportunities for impro vements which may provide additional
opportunities for the organisation in the target market description statement. Sections 1.1-1.5 will detail this with section 1.6 Target Market Description Statement
identifying the
specific target you intend to co mmunication with for your proposed campaign. In this
section you need to support your work with primary and secondary referencing with any
examples included in the appendix.
1.1 Geographic Segmentation
Developed by area (region, nation, state, district, suburb).
1.2 Demographic Segmentation
Developed by characteristics of a human population (age, sex, family size, income, ect).
1.3 Psychographic Segmentation
Developed on the basis of personality or lifestyle (personality, values, lifestyle).
1.4 Behavioural Segmentation
Developed on the basis of usage (product usage, loyalties, or buying response).
1.5 Benefit Segmentation
Developed by looking at advantages consumers are looking for in the offering.
1.6 Target Market Description Statement
For example … Triumph motorcycles services a wide range of target markets via its
distinct niche product lines. The key target market of Triumph’s urban sports market is
described as:
Males aged 20-34 who currently hold an Australian open motor cycle license .
These users currently own or are looking to purchase a motorcycle and are
motivated by prestige, performance, quality and to a lesser degree, price. They
come from a wide range of backgrounds but are unified by a common interest in
motorcycling. They tend to be self motivated risk takers who are happy go against
the norm.
One Page
4
2.0 Competitor Profile
2.1 Competitive Framework
How does your organisation fit into its competitive
framework? A perceptual map is a grid of the competitive
environment. This grid is developed from research and is
set against criteria most relevant to the target market.
For example, criteria 1 could be price (vertical), and
criteria 2 could be service delivery (horizontal). When
selecting competitors pick 2 or 3 direct competitor s to
give an accurate account of where your organisation sits.
Additionally, make sure to provide detail to justify your
selection of both the criteria chosen and the competitors
selected including referencing.
2.2 Competitor Analysis – Offerings and Communication
This section deals with consumers’ evaluation (thoughts, feelings, perceptions, and
attitudes) of competitors (compared to the product you are basing this project on) based
on the communication they have received from and about them. Highlight any
weaknesses or inconsistencies you have found between the company’s communication
about the product and the way that consumers evaluate the same product. This may
identify areas where your competitors are weak and where a gap in the market may e xist.
You are required to describe, compare and contrast competitors’ product offerings and
marketing communication with customers, for instance, their message strategy, media
strategy and contact strategy.
2.3 Competitive Advantage
Competitive advantage is something unique or special that your company does or
possesses that provides an advantage over competitors. Competitive advantage can
stem from cost leadership (lowest cost product) or differentiation. Alternatively, the firm
can achieve competiti ve advantage through a focused approach that requires the firm to
concentrate on a narrow, exclusive competitive segment. Identify the source of
competitive advantage that exists or that should be developed using primary and
secondary information.
Two Pages
5
3.0 Message Review
3.1 Current Message Strategy
Discuss the current message approach of your selected organisation. Detail the tagline,
the visibility of the message, and the length of time this message has been in use. This will
need to address both push and pull message strategy elements:
• Address the organisation one -way (push) communication approach – planned
messages. This is typically used to gain awareness and build the brand and
encompasses the organisations planned messages. Remember to use examples.
• Address the organisations two -way (pull) communication approach – product and
service messages. This is typically used to build and enhance relationships with the
target market to ensure a positive and long -standing relationship for both parties.
Remember to use examples.
3.2 Message Effectiveness Critique
The second component of the message review section is a message effectiveness
critique. This requires assessing the effectiveness of the organisations current message
approach. For this it is best t o find 3rd party information (not from the organisation) that
discusses how well the message approach has worked. Some questions to consider:
• Has the current approach had the result the organisation intended for it to have?
• Has there been any unintended c onsequences of this approach? Unplanned
messages?
• What are the ways in which the organisation can improve its message approach?
• Is there an alternative approach, which would be better? Support with referencing.
3.3 Proposed Message Strategy Adjustments
The final element of the message review section is proposed adjustments to the
organisations current approach. There are always ways in which the organisation can
improve its tagline, strategy, or implementation or message. This section (supported by
re ferencing) needs to briefly outline the intend ed course of action to improve the message
strategy of your organisation.
One Page
6
4.0 Channel Review
4.1 Channel Integration Grid
Factors of
Integration
TV Print Radio Internet
Direct
Mail
Packaging Sales Staff
Logo
Logo is integrated well across all elements except direct mail where the logo is a
different design and not prevalent.
Tagline
Tagline is poorly integrated across media channels. It is not prevalent on the
internet site, direct mai l, or packaging of the product. Sales staff were unfamiliar
with the tagline when prompted.
Corporate
Colours
Corporate colours of red and blue are presented well and are consistent across
all channel elements. This is a strength of the current IMC approach.
Message
Strategy
Message strategy was coordinate across the majority of elements except the
internet site (not present) and the direct mail (slightly incorrect) elements.
Multiple
Audiences
Multiple audiences are discussed in different channels with the exception of
direct mail. It is worthy of note that because direct mail is a far more targeted
approach than the others it is reasonable to assume this would be more focused
than traditional medial approaches.
Common
Objectives
Objectives are coordinated across the majority media elements. Internet and
direct mail focus on different elements, relationship rather than awareness, and
this could be coordinated better with other communications media.
Common
Image
All elements of image are integrated well with the exception of direct mail. As
highlighted in the other factors of integration, direct mail has little in common
with the key message and tone which the organisation sends about itself to its
target market. Direct mail presents a vastly different image than other media
elements.
Grid Key:
High Integration Mid Integration Low Integration
This section is presented as an example
7
4.2 Channel Effectiveness Critique
Section 4.1 Channel Integration Grid has outlined a number o f strengths and weaknesses
in the current one and two -way communications approach of the organisation. Regarding
factors of integration strengths, corporate colours were very strong and were consistent
across all media. Furthermore, the logo was highly integrated into media and multiple
audiences were largely attained across media types improving value of spend. Strengths
of media included TV, print, radio, and product packaging which presented a consistent
strategy at all times. Factors of integration weaknesses were also present with key
elements requiring attention being the tagline and message strategy delivery. Both
elements were missing from some communications and represent a critical weakness for
the organisation. Weaknesses of media exist spec ifically in the direct mail channel, as
well as the companies’ online presence. Direct mail represents a critical issue for the
organisation as it has limited coordination in in terms of both integration factors or
cooperation with other media elements.
4.3 Proposed Channel Strategy Adjustments
There are a number of key elements that can be used to improve the situation outlined in
sections 4.1 and 4.2. The suggested improvements including the following:
• Direct mail is a critical issue for the organisation and needs to be improved or
scraped from the IMC mix. It is proposed that direct mail take a supporting, sales
promotion based function to support the other elements of the IMC mix. This would
include integration in specific promotions with other to ols including mass media,
online and staff service messages.
• The tagline of the organisation is not consistent. It is used in a number of variations
and is omitted all together from some media elements. As the tagline (and related
message strategy disc ussed in section 3.3 ) is a key element of an IMC approach it
is proposed that a new tagline be developed to better articulate the key competitive
advantage of our organisation over others in the market place. The new approach
will incorporate a competitive consumer benefit and a message strategy execution.
This will be addressed in section 5 Campaign Development .
This section is presented as an example
Two Pages
8
5.0 Campaign Development
5.1 Competitive Consumer Benefit Statement
Your competitive consumer benefit needs to be developed off what you have addressed in
the first four sections of this strategy report; message review, channel review, target
market, and competitor profile. The first component here is a justification for your CCB
which justified against those four elements. Your competitive co nsumer benefit should be
based off all you identified. How does this approach adjust the message/channel approach
currently adopted by your organisation? What can you offer your target market? How
does this approach differ to what is offered by competitors? Additionally, you must include
your specific CCB statement after your detail and justification paragraph.
5.2 Message Strategy Statement
The purpose of a message strategy statement is to articulate the guiding principles of your
campaign.
• For (wh o is the behavioural target our communication program is to impact?)
• Who (what is the customer insight that has been identified and what is the category
motivation that drives that customer or prospect?)
• Our product is a (what is our product or service in the eyes of the customer or
prospect, that is, what is our whole product?)
• That provides (what is the key benefit or value the customer wants and our brand
or product can deliv er based on our insights?)
• Unlike (who is the relevant c ompetitor or competitors ?)
• Our product is (what is our key point of d ifferentiating relevance?)
5.3 Message Str ategy Approach
This section will discuss which message strategy you have selected and why. Examples
of message strategy approaches include generic, pre-emptive, unique selling proposition,
positioning, brand image, inherent drama, resonance, and affective. It is critical in this
section that you support your selection with elements outlined in the preceding sections of
this document as well as references from 3rd parties. Selection which are NOT supported
will not receive a passing grade. Details on different strategic approaches are included in
the text.
One Page
9
6.0 Media Strategy
Select and justify the top 2 choices for media in company, customer, intrinsic, and
unexpected. Discuss in detail the approach, purpose, and implementation of the choices
and be as specific as you can. Support all concepts with detailed referencing.
6.1 Company Contacts
These are planned marketing communication activities. Make sure you include specific
media choices and scheduling and justify your decisions using the previous sections.
6.2 Customer Contacts
These are created when a consumer actively searches out the brand. The main role of
the company is this kind of contact is to be available to facilitate relationship building with
customers.
6.3 Intrinsic Contacts
These contacts are inherent in the process of acquiring and using the brand and act as a
supporting element.
6.4 Unexpected Contacts
Expected contacts occur when something is communicated by the brand, but are not by
definition under the control of the company. Identify the potential contact points and
discuss how and why the company ne eds to manage unexpected contacts.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂