Integrated Marketing Plan

INTEGRATED MARKETING COMMUNICATIONS PLAN:

AZZIUMUTH WATCH COMPANY

Lee Tien Loong

CT0135279

CONTENTS

Page

I. EXECUTIVE SUMMARY…………………………………………… 1

II. INTRODUCTION……………………………………………………. 1

III. COMPANY PROFILE………………………………………………. 2

IV. SITUATION ANALYSIS……………………………………………. 2

4.1 SWOT Analysis……………………………………………………… 2

4.2 Competitor Analysis………………………………………………… 4

4.3 Current Marketing…………………………………………………... 4

4.4 Statement of Problems…………………………………………….. 6

V. MARKETING OBJECTIVES………………………………………. 7

VI. STRATEGY AND IMPLEMENTATION…………………………… 8

6.1 Target Audience…………………………………………………….. 8

6.2 Brand Image and Positioning……………………………………… 9

6.3 New Products……………………………………………………….. 9

6.4 Pricing Strategy……………………………………………………... 11

VII. RECOMMENDED IMC STRATEGY……………………………… 11

7.1 Direct Marketing: Retail Store Front…………………………….... 12

7.2 Broadcasting Media: Product Placement………………………… 13

7.3 Print Advertising: Print Media………………………….................. 13

7.4 Celebrity Endorsement: George Clooney………………………... 14

7.5 Broadcasting Media: Internet Multimedia………………………… 15

7.6 Internet Multimedia: Online Community………………………….. 16

7.7 Supporting Strategy: Events………………………………………. 17

VIII. EVALUATION AND CONTROL…………………………………… 18

IX. CONCLUSION………………………………………………………. 18

X. REFERENCES……………………………………………………… 19

I. Executive Summary

This integrated marketing communications plan serves to analyze and study the brand image and positioning of Azzimuth Watch Company; to explore, analyze and review the marketing communications options available to Azzimuth Watch Company to promote the launch of a new range of timepieces. In addition to the proposal for a strategic mix of marking communications for Azzimuth Watch Company, this IMC plan will also serve to study the brand positioning and image of Azzimuth Watch Company, which will eventually aid the primary objective of assisting to launch the new range of watches that they (Azzimuth Watch...