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IMC Plan

IMC Plan



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Published by Hassan Ahmad
IMC plan for candia milk
IMC plan for candia milk

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Published by: Hassan Ahmad on Jun 26, 2012
Copyright:Attribution Non-commercial


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 Asadullah ZeerakHassan AhmadShaima AqeelYasir Islam Siddiqui
Date of Submission: June 8, 2011
IMC plan for Candia Milk
Importance of Planning:
Would you ever get on board an airplane knowing that it had not been checked over carefully that flying conditions had not been reviewed and that the flight path to your destination had not been clearly charted?So why do so many companies put their “corporate life ” on the line by failing to do thesame sort of planning for their business? The development of a 12-18 month integratedmarketing communications (IMC) plan ensures that a company invests time analyzingtheir market position, objectives and sales plans. It means taking a step back andviewing their business from the customer ’s perspective —a critically important thing todo in the ever-changing, complex business environment that most of us compete in.The preparation and effective implementation of a well-conceived IMC plan willdramatically increase your company ’s chances of having a successful year.
Encourages consideration of new marketing tactics and media.
 Allows the firm to be better prepared for the changes occurring in marketand in firm.
Helps build teamwork, commitment, esprit de corps and share-of-mind.
 Assists in determining priorities and timelines.
 Allows development of proactive initiatives instead of reactiveresponses.
Improves internal and external communications.
Tells what type of resources needs to be devoted to what areas.
Helps gain consensus and “buy in ” to the firm’s marketing objectives,strategies and tactics.
Enables to demonstrate to the sales organization all of the support theywill have to help them accomplish their objectives.
Helps improve corporate productivity because management is morefocused, and path is clearly charted for the year.
Integrated marketing communications planDevelopment outline
 Analysis Phase A. Description of Company B
In-depth Review of Products
1.Description/Applications2.Features/Functions/Benefits3.Positioning in market4.Share of market5.Unique selling propositions6.Level of awareness7.Pricing/Discounts
C. Market Review 
1.Description2.Size3.Trends4.Secondary research available on market5.Brand loyalty
D. Distribution Channel 
1.Description (captive sales personnel, reps, distributors, dealers, etc.)

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