INDIVIDUAL REPORT

Integrated Marketing Communication (2,000 words)

Course Title DTHM | DGDM Module Title Marketing Communication

E22MKGM200802

Prepared by Daniel Lim Mode Full Time

Brief

Deadlines 11.59PM, 6th March 2024

Client
ETTE TEA COMPANY
333 Kreta Ayer Rd, #03-25, Singapore 080333

Description ETTE TEA COMPANY (based in Singapore) has launched their products
since 2014. They are a contemporary tea company specializing in tea
blends with Singapore and South East Asian taste. Starting with the
original Pandan Chiffon tea out of a home kitchen-ette, They now offer an
exceptional collection of gourmet tea and artisan tea blends to cafes &
restaurants in Singapore, Brunei & The Maldives.

For this task, you are required to proposed a new IMC (marketing plan)
for ETTE. Do consider to launch of new products, collaborations, new
approach (from traditional to modern | dynamic) etc. You are also
encouraged to consider the current business environment situations; rising
COVID-19 cases in Dec 2023 / Jan 2024, increasing unemployment
rate and GST.
Submission During this module, students are required to address their study
Details engagement especially in your understanding of effective IMC
(intergraded Marketing Communication). This report can be made of:

PART 01. Succinctly describe who ETTE is; This includes

☐ ETTE mission, Vision and USP (Unique selling points)
☐ Define Who they are, what they do and why they do it
☐ ETTE Target Audience (Demographics)

PART 02. Propose new IMC strategies for ETTE This includes
☐ Suggest TWO (2) advertising APPEAL that most suitable for the new
range of ETTE products – (ELABORATE WHY You choose this
appeal)
☐ Suggest TWO (2) Advertising EXECUTIONAL that most suitable for the
new range of ETTE products (ELABORATE WHY You choose this)
☐ Based on your answer above, suggest THREE (3) best execution
channel/ medias for the proposed ETTE Campaign. (ELABORATE
WHY You choose this)
☐ List down THREE (3) ADVANTAGE of EACH chosen channel.
☐ List down THREE (3) DISADVANTAGE of EACH chosen channel.

Purpose On successful completion of this report, the student will be able to:
• Apply the right and effective IMC plan within the context of the
organization’s strategies.
• Marketing communications plan and brand support activities
based on an understanding of the salient characteristics of the
target audience.
• Apply the tools of the marketing communications mix can be
coordinated effectively.

Instructions Submission Format: Microsoft Words / PDF

Individual Report Submission via Turnitin
Do not forget To create a Cover Page (consist of your name and
module title) and list down the number of words

ASSIGNMENT RUBRICS

Assignment (2,000 words) (+/-) 10% 60/100

(min. 1,800 words, Max 2,200 words)

Total Score: 60/100