Avenal Watch Company Marcom

Executive Summary

The Integrated Marketing Communication uses various methods of marketing, such as advertising, direct marketing, public relation, promotion, interactive marketing and so on, into one marketing mix altogether.

This integrated marketing communications plan is designed for luxury watch company, Avenal Watch Company. The importance and objectives of implementing an Integrated Marketing Communication plan for Avenal Watch Company is to effectively gain awareness from the target market to promote the launch of an upcoming new watch. Also, a successfully implemented IMC campaign would draw maximum attention towards Avenal Watch Company’s future offering of new products and services.

This Integrated Marketing Communication plan will also try to turn around the target audience’s less than favourable opinion of Avenal Watch Company as a local brand compared to other luxury watch companies from Europe. Avenal Watch Company will have to set aside a huge advertising budget in order for to communicate effectively with the target market by focusing more on the media advertising, interactive marketing and public relations such as special events and sponsorships.

This IMC plan will be used to achieve the marketing and communications objectives of this plan as well as address some of the issues and challenges surrounding implementation and success of the Avenal Watch Company as a local luxury watch company.

Introduction

A watch is more than just a timepiece, just like the same way a car is more than just a form of transportation. But while a car starts to lose value once you drive it off the lot, there are some watches that actually gain value, especially at auctions: high-end luxury watches. Also, luxury watches are the perfect gift to pass on to your son and grandson, making it an excellent way to keep up a family tradition.

It is no doubt that a watch reflects the status and achievement of the man who wears it. It is also true that a watch is considered...