Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
6Activity
0 of .
Results for:
No results containing your search query
P. 1
Inderjit Kaul_Club Mahindra

Inderjit Kaul_Club Mahindra

Ratings: (0)|Views: 327 |Likes:
Published by inderkaul

More info:

Published by: inderkaul on Nov 03, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

04/12/2011

pdf

text

original

 
Club Mahindra Holidays
Integrated Marketing Communications
Assignment
Submitted By:Inderjit Singh Kaul 2009A52
 
Club Mahindra Holidays
Contents
Contents ................................................................................................................ 2What is Tourism .................................................................................................... 4Background ............................................................................................................ 4Mission ................................................................................................................ 4Vision .................................................................................................................. 4Domain Expertise ............................................................................................... 4Globe Trot with Club Mahindra ........................................................................... 4Activities ............................................................................................................. 5Personalized service ........................................................................................... 5Products & services .............................................................................................. 5Lifetime Holidays ................................................................................................ 5One time Holiday ................................................................................................ 5Club Mahindra Fundays ...................................................................................... 5Long Term Communications Objectives ................................................................. 6Category Need .................................................................................................... 6Brand Awareness ................................................................................................ 6Brand Attitude .................................................................................................... 6 The Brand Identity ................................................................................................ 6SWOT Analysis ....................................................................................................... 7Strengths ............................................................................................................ 7Weakness ........................................................................................................... 7Opportunities ...................................................................................................... 7 Threats ............................................................................................................... 8Analysis of target group (TG) and relationships .....................................................8Strategic plan for Communication ........................................................................ 8Vision: ................................................................................................................. 8Mission:............................................................................................................... 8Brand strategy Development .............................................................................. 9Brand promise ................................................................................................. 9Consumer buying behaviour ............................................................................... 9Pre-Purchase Step ........................................................................................... 9Purchase step .................................................................................................. 9
 
Club Mahindra Holidays
Post-purchase step .......................................................................................... 9Positioning .......................................................................................................... 9Implementation plan for the specific offering for each and hence the totality of the Marketing Communications Mix ..................................................................... 10Designing the Communications ........................................................................ 10Message Strategy .......................................................................................... 10Creative Strategy .......................................................................................... 10Message Source ............................................................................................. 11Select the communication channels ................................................................. 11Non Personal Communications Channel........................................................ 11Lifetime Holidays .............................................................................................. 13Club Mahindra Travel........................................................................................ 14One time Holiday .............................................................................................. 14Club Mahindra Fundays .................................................................................... 14Personal Communications Channel............................................................... 15Establishing the total marketing communication’s Budget ...............................16Percentage of Sales Method ............................................................................. 16Ensuring that the Communication Model works to our advantage .......................16Partners in the communication plan .................................................................... 17Consistency needed in an IMC plan .................................................................. 17One voice, one look ....................................................................................... 17Evaluation of results ........................................................................................... 17Measuring the effectiveness of advertising mix element: ............................18Measuring the effectiveness of the online mix element: ..............................18

Activity (6)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
ankitbatta liked this
Sk Washim Raja liked this
ankitbatta liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->