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This is a project a colleague and I worked on in a graduate class for marketing. After reading a short case study, we were asked to develop an integrated marketing communications plan to launch a business. All branding, marketing collateral and ROMI has been created specifically by us, for this project. We worked efficiently as a team and obtained an A grade on this project.
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Edna’s CookiesAn Integrated Marketing
Communications Plan
By: Chantel Soumis & Camilla Zuckero
2
Mission
Edna’s Cookies’ Mission Statement: Dedicated to making cookies from the freshest organic ingredients that are so special and delicious, they become part of your family traditions.
3
Objectives
Objectives:• To consistently and effectively present
Edna’s brand message to the target segments
• To motivate customers to buy Edna’s Cookies– Method: Outline the most effective and cost
efficient promotional plan for presenting brand benefits, attributes and building brand awareness and image in order to accomplish objectives
4
Startup Recommendations
Goals of Start-up stage: Create awareness and build brand
image.
•Direct Marketing-Postcards•Website-Ednascookies.com•Develop Social Media Channels• Introduce the brand to contact list and social network• PR/Publicity-Launch party
5
Short Term Recommendations
Goals for Introductory Stage of Product:Create awareness, inform the target
market & position the brand to motivate purchase.
• Publicity• Advertising• Personal Selling• Social media, blogs• Sales Promotions(samples) • Advertising
6
Long Term Recommendations
Goals for long term success: Stimulate growth, build customer loyalty
& reinforce the brand.
• Create an ecommerce website for growth• Form a charitable event to help create brand
awareness and publicity• Advertising• Sales Promotion-Coupons, samples seasonally
for holidays and other special events• Personal Selling• Social Media Channels• Reinforce the brand; loyalty programs
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Promotional Strategies
Promotional Method Target Segment
Advertising Regional magazines, specialty publications
Mothers’ Groups, Families, Schools, Cafes
Direct Marketing Postcards Local community
Interactive/Internet Marketing
Web site, Twitter, Facebook
Mass Audience, Investors, Mothers’ Groups
Sales Promotion(combined with personal selling)
Free samples at Festivals, Farmers’ Markets, Local community
Mothers’ Groups, Schools
PR/Publicity Press releases, Charity Bake Off, Ribbon Cutting
Mass Audience, Investors, Broadcast Media
Personal Selling Door-to-door, Festivals, Farmers’ Markets, Cafes, Coffee shops
Wholesalers in the community, families, mothers, community
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Promotional Strategies
Website Mock-up
Packaging
Direct Mail Post Card
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Budget Allowance
Keep $10,000 for college fund and provide $15,000 for the IMC plan.• $5,000 for overhead costs
o Baking materials, car seat, packaging supplies, and extra gas for deliveries
• $10,000 for IMC programo Advertising ($4,000)o Sales Promotion ($1,000)o Direct Marketing ($500)o Personal Selling ($2000)o PR/Publicity ($1,000)o Internet/Interactive Media ($1,500)
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Budget Allowance
• Short term: months 1-6o 12 sales/week (avg 1dz/sale) =
$6,240
• Short term: months 7-12o 20 sales/week (avg 1dz/sale) =
$10,400
• Long term: years 2-3o 40 sales/week (avg 1dz/sale) =
$40,600 annual revenue
11
Monitor &Evaluation Methods
• Likes on FB page, Twitter followers
• Response to direct mailers
• Personal selling (immediate response)
• Combining sales promotions with print media, e.g. "mention this ad for 25% off"
• Evaluate sales numbers monthly, quarterly.
• After one year historical analysis using top- line revenue & ROMI
12
Edna’s Cookies
Thank you