MGM4284 PROMOTION MANAGEMENT ASSIGNMENT

SEM 1 2014/2015

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IMC Project
The IMC Project requires you to devise an IMC plan which is a plan or
document that will direct your IMC campaign. The IMC plan reviews the
situation of a product, service or brand such as; the industry information, the
market, characteristics of product/services, sales history, communication history
(previous campaign history). These information are used as a basis to establish a
comunication/promotional campaign for the product/service.
You need to work in a group of 5 students to create the IMC plan which will be
the basis for your IMC campaign. Assume that you are an advertising agency (in
house or private) which has been assigned by a company to develop an IMC
campaign for one product or service.
Before you can suggest the best promotion or communication campaign for the
product/service you will need to devise a IMC plan, As a guideline your IMC
plan should include the following*;
*Note: This is meant to be a guideline and is not an exhaustive lists of what you
can/should do.

1. Executive Summary
A summary of the whole IMC or promotion plan (not more than 2 or 3
pages)

2. Situation Analysis
Industry Background (Industry trend or pattern ,statistical
support/numbers)
Company Background(history, size, scope, strength and weakness)
The Product and Service (about the product e.g. description,
reputation, SWOT, price, packaging, distribution, sales, positioning
etc)
Sales history
MGM4284 PROMOTION MANAGEMENT ASSIGNMENT
SEM 1 2014/2015

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The Market (who is the market, where is the market (e.g. potential
markets, market segmens, target markets, customers)
Distribution (how and where, policies, methods)
Pricing Policies (trends,pricing policy with buyers need)
Competition/Competitor Analysis (who is the competitors, SW of
competitors, communication activites)
Promotion (current success and failures, expenditures, IMC
programs)

3. Creative Strategy
Communication Objective
Communication Strategy (how your IMC campaign will present the
product concept e.g. positioning, differentiation, life cycle etc)
Target Audience(the audience that your IMC campaign will address
e.g. target audience, buying influence, benefit sought/advertising
appeals, demographics etc)

4. Media Strategy
Media Objectives (reach, frequency,scheduling etc)
Media Mix Used
Budget allocation

You will present (in class presentation) your IMC plan to your clients (members
of the class), where you will pitch your IMC plan and IMC campaign giving
evidence of the background analysis that you have done which forms the basis
of your IMC campaign.
Each group will have 25-30 minutes to pitch ideas to clients. Before starting
your presentation you should indicate to the class the imaginary client that you
are pitching to.
MGM4284 PROMOTION MANAGEMENT ASSIGNMENT
SEM 1 2014/2015

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