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MKTG/610 MKTG610 MKTG 610 Week 5 Case Analysis – Integrated Marketing Commu


MKTG 610 Week 5 Case Analysis – Integrated Marketing Communications Plan You are responsible for developing an Integrated Marketing Communications plan for New Belgium Brewing. Begin by reviewing the details of the case – New Belgium Brewing (B) beginning on page 481 in the text to understand the beginning launch of this product. Assume that you have taken on the role of Marketing Communications Manager today, in 2012. Although the company has increased sales through broader distribution, sales are currently flat. Senior management has determined that you need to capture a new target audience with the same products and develop an Integrated Marketing Communications plan for the period October 2012 – September 2013. Your plan must include: Description of selected Target Market. Description should include: demographic and psychographic factors and likely media preferences. Objectives for the year (what do you need your communication tactic to accomplish?) Be specific: are you building awareness, interest etc, and what percentage of the market do you hope to impact? Establish your communication approach – push vs. pull with rationale as to why you have selected this approach. Determine mix of media to accomplish your goals and evaluate why each media is chosen. Create Budget (see constraints below) and a specific calendar for communication tactics and describe the flow of activities, month by month. Compose the message (slogan, tag line or compelling reason to purchase) and describe how you visualize it being executed. For this project assume the follow: Total Budget Allocation for 12 months is $8,000,000 Costs per media 30 second TV Spot $350,000 per spot 30 second Local Radio $10,000 per spot Full Page National Magazine Ad $350,000 per issue ½ page $245,000 per issue ¼ page $175,000 per issue Informational Website $15,000 Transactional Website $25,000 Internet Advertising $35,000 per outlet Sales Promotion & Couponing $405,000 per campaign Direct Mail per 10,000 pieces $10,000 Trade Show – National Scope $975,000 Direct Sales Staffing – per person $125,000 Sales Staff Promotion –per person $45,000 Brochures and Collateral Material $80,000 Sport Event Marketing $1,200,000 per event Requirements: This is a business planning project. You want your final output to convince your new boss you know what you’re doing. Let your creativity come out AND, be sure to provide solid rationale for your decisions tied to the marketing communication concepts Options for format include: Business Proposal document: This would be in proposal format with the use of both text and bullet points to make your case. Maximum of 3 pages, not including Reference Page. Powerpoint, Presi or Multimedia presentation: This should include the use of the notes function for PPT for your full text or even audio if you’re so inclined. This is a business planning project so APA format is not required for the text and content. In-text citations and an APA reference page are expected. And a minimum of 3 sources beyond the text are expected. You will not be evaluated on which Target Market you select. You will be evaluated on how well you understand the selected Target Market and how your decisions connect directly with this market. A few resources regarding Integrated Marketing Communications – http://office.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402 http://www.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf


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