Essay in Imc Project on Magnum

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Magnum is pure indulgence. From the initial bite you can experience the ultimate pleasure of quality breaking chocolate and exquisitely smooth ice cream.

MKTG1266 Marketing Connection

LIST OF FURNITURE

TABLE one particular: SWOT EVALUATION OF MAGNUM

TABLE a couple of: EVALUATION OF COMPETITORS

DESK 3: MARKETING CAMPAIGN BUDGET

TABLE 4: CUSTOMERS

TABLE 5: CREATIVE FOCUS ON

TABLE 6th: BEHAVIOURAL PATTERN MODEL

LIST OF FIGURES

FIGURE 1: DIVIDING DIAGRAM

PHYSIQUE 2: PHRASE ASSOCIATIONS OF MAGNUM

NUMBER 3: MULTIMEDIA SCHEDULE AND COST CALCULATION

TABLE OF CONTENTS

1 ) SITUATION EXAMINATION

1 . one particular INTERNAL ANALYSIS

1 . a couple of EXTERNAL EXAMINATION

1 . 3 SWOT ANALYSIS

2 . RECOGNITION OF MARKETING TROUBLE OR OPPORTUNITY……………….

3. ADVERTISING OBJECTIVES

5. POSITIONING

5. COMMUNICATION GOALS

5. 1 CATEGORY NEED……………………………………………………………………… five. 2 COMPANY AWARENESS……………………………………………………………… five. 3 MANUFACTURER ATTITUDE/PREFERENCE………………………………………………… your five. 4 MANUFACTURER PURCHASE/ACTION INTENTION…………………………………………..

6. CAMPAIGN BUDGET

six. CAMPAIGN FOCUS ON AUDIENCES

several. 1 BRAND LOYALTY

several. 2 BEHAVIOURAL SEQUENCE STYLE

8. CREATIVE STRATEGY

almost 8. 1 IMPORTANT BENEFIT PROMISES

8. 2 THE BIG IDEA

8. several BRAND AWARENESS AND MANUFACTURER ATTITUDE

being unfaithful. MEDIA APPROACH

9. 1 MEDIA PLAN AND COSTS

9. two MEDIA CHOICES

10. ADDITIONAL IMC ACTIVITIES

10. 1 EVENT ADVERTISING I

10. 2 FUNCTION MARKETING 2

10. several PUBLIC RELATIONS

10. 4 VIRAL MARKETING

eleven. EVALUATION AND CONTROL

12. REFERENCES

13. APPENDIXES

APPENDIX A

APPENDIX B

APPENDIX C

APPENDIX D

APPENDIX E

APPENDIX F

APPENDIX G

APPENDIX H

APPENDIX I

1 ) SITUATIONAL RESEARCH

1 . Inside Analysis

The resource functions of Wall's Magnum will be large because it is an international and renowned manufacturer equipped with good financial and manpower capacities. Its parent company, Unilever, is a very well established consumer goods company in Singapore. A large number of Unilever products; Hygiene, personal and dietary care include household awareness status, with all the brands becoming an indispensable element of Singapore homes' daily life.

Staff members

In this extremely competitive market, Magnum decides to work with distinct brand groups and companies to offer versatilities so as to get long-term attention from the clients. Magnum launched its included campaign referred to as " Associated with Pleasure” which set grounds to promote their particular latest merchandise: Golden Hazelnut Magnum. Logos and imaginative consultant Sinkid, a Singapore boutique included communication organization which provides a spectrum of capabilities rising from marketing, design, public relation and marketing communications services, is lurking behind the success of the campaign. Sinkid has created powerful awareness advertisments such as advertisements, teaser events and normal mail invitations to build audiences' anticipations for Magnum's products.

2 . External Analysis

Political Federal government Restriction

➢ Non-denigration

Advertisements of Magnum should not illegally attack or perhaps discredit various other ice cream goods from rivalries such as Hagen Daaz directly or by simply implication.

➢ nonexploitation of goodwill or intellectual property Advertising are inclined to possess a relative advertising that make use of competitor's branding, identity or logo. The advertisement must not utilize their competitors' logo and take unjust advantages of additional similar brands' goodwill earned through their particular advertising and promotion promotions.

➢ Non-imitation

Originality is vital in all promoting ideas. Advertising and marketing campaigns needs to be as original as possible without the similarity to competitors' identification such as their style, hues and statement, in order never to mislead the consumers. Magnum is determined for its exclusive luxurious easy brown and gold color with a one of a kind slogan of " Intended for...

References: Alphandery Candice. (2012). Magnum Releases Pleasure Hunt 2 . Retrieved August 19, 2012, coming from: http://www.promodigious.com/2012/04/04/magnum-launches-pleasure-hunt-2/

Ciarandelaney

Coles Linda (2011). Master Marketing with Social Media in 7 Days. Gathered September three or more, 2012, by: John Wiley & Kids. Chapter six, p161

Cor Hospes

Doctor Ralph N. Wilson. (2012). The Six Simple Rules of Viral Marketing. Retrieved July 31, 2012, via: http://webmarketingtoday.com/articles/viral-principles/

Ehow Business Publisher – ehow. com

Investopedia. (2010). Brand Loyalty Explanation. Retrieved Aug 22, 2012, from: http://www.investopedia.com/terms/b/brand-loyalty.asp#axzz26HO6rbbe

Larry Percy

Lee Joey. (2012). Magnum's Dessert Pub. Retrieved Aug 07, 2012, from: http://www.feveravenue.com/magnum-x-2amdessertbar-magnums-dessert-bar/

Mediacorp A radio station

MobiThinking. (2012). Winners of the MMA Global Mobile Promoting Awards 2011 with video clips and case studies. Retrieved September 21, 2012, from: http://mobithinking.com/mobile-awards/mma-global-awards

Pandey Rayana

Pascale G. Quester, Simone Pettigrew and Del My spouse and i. Hawkins. (2006). Consumer Conduct: Implications for Marketing Strategy. Retrieved August twenty eight, 2012, coming from: 6th Edition. Australia: McGraw-Hill Education.

Queen – brandeating. com. (2011). Review: Magnum - Double Chocolate Ice Cream Bar. Retrieved August 18, 2012, coming from: http://www.brandeating.com/2011/04/review-magnum-double-chocolate-ice.html

Singapore Statistics – singstat. gov. sg

Terence A. Shimp. (2010). Bundled Marketing Communications in Advertising and Promotion. Recovered September 13, 2012, from: 8th Model. Cengage Learning.

Tutor2u. (1998). Buyer Actions – Social Factors. Retrieved August 28, 2012, by: http://tutor2u.net/business/marketing/buying_social_factors.asp

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