整合营销方案英文版
欧赛斯Cegedim医疗行业数字营销网络整合营销方案（英文版.
欧赛斯Cegedim医疗行业数字营销网络整合营销方案（英文版.CegedimNew Media Marketing PlanIndex Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 SenariosVery good Intl, poor in ChinaOver 18K, mostly intl news cited by local mediaReview of Online Brand ImageDid not systematically manage online brandimage yetReview of Website PRNews has not yet routinized, andstructuredReview of Keywords CoverageDid not covering healthcare & pharmaceutical key words yetNatural coverage is existing, in a small scaleNot operating Weibo assets for the time being Review of New Media CoverageNot operating Weibo assets for the time bingIndex Cegedim Online Assets Review Cegedim New Media Marketing Cegedim Inbound Marketing Quotation for 3 Senariosa global technology and services companyspecializing in the healthcare fieldUnderstanding of Cegedim BrandHow We Use Webo & WechatOfficial Media Platform- For Broadcasting -Official Direct ion Communication Platform- For Potential Clients -Weibo Topic Design1 . Setup five main topics ;2 . Publish 6 posts/day ,132 postes/month #Health Care Today# #Health CareMarket##Career Path# #HealthCareService# #CRM Best Practise# CegedimCegedim Weibo Matrix The Jinjiang Inn micro-blogMarketing Success -- 1, Jinjiang over 600 stores, more than 500 employeeshas opened the V the micro-blog. 2, The Jinjiang InnCEO has 810,000 followers, its an in depth micro-blog.3, As long as micro-blog, The Jinjiang Inn, theirMicrosoft will follow-up interaction. 4, Micro-blog theJinjiang Inn the largest value is the consumer of thedistance.Design Weibo VIWeibo Mass Promotion Create Cegedim Weibo EventCase Study: LundaMicro-activities did not start At 9:30 24th of December 2012 , Lunda blog had only 228 followersAt 9:45 24th December,Weibo event started for 15 minutesAt 10:39 24th of Dec.,higher profile Weibo users started to participate in the event and @ their friends.At 10:59 24th Dec., Yellow V users start to participate in the event and @ their friendsLunda Finance Building’s blog followers have increased 10 times over at 22:45 24th of Dec.Follower rising sharply from 24th to 27th Dec.,Lunda Weibo immediately becomes a hot attractionThe Lunda Weibo followers easily surpassed 80,000 at 9:00 30th of Dec., only 5 days after the event started.The ultimate number of forwarding participants reached 75,294.Active followers rate reached 90% by 4th of Jan. 2013.。
整合营销渠道某汽车案例英文版
Challenges in Marketing Channels Integration
• Challenges: Marketing channels integration faces several challenges, including different technologies, procedures, and metrics across channels; difficulties in measuring the performance of each channel; and the potential for channel conflict and competition for resouration of Marketing Channels on
the Company's Performance
• Increased brand awareness: Through its integrated marketing strategy, the company has been able to increase its brand awareness and visibility in the market. Its consistent presence in different channels has created a familiarity among potential customers, leading to an increase in brand loyalty and trust among its clientele.
03
Case Study of a Automobile Company
Background of the Company
如何整合销售与营销(英文版)
如何整合销售与营销(英文版)Step 1: Create a Unified VisionThe first step in integrating sales and marketing is to establish a shared vision and goal. Both teams need to understand that they are working towards the same objectives and targets. By aligning their strategies and working cohesively, sales and marketing teams can eliminate any confusion and work towards common goals. This can be achieved through regular meetings and the development of a unified, cross-functional strategy.Step 2: Enhance Communication and CollaborationEffective communication and collaboration are crucial for the integration of sales and marketing. Encouraging regular communication and the sharing of information between the teams can help foster a culture of collaboration. This can be achieved through the use of technology and software tools that facilitate communication and the sharing of valuable sales and marketing data. Additionally, organizing joint workshops, training sessions, and team-building activities can help employees from both departments develop a better understanding of each other's roles and challenges.Step 3: Develop Buyer Personas and Unified MessagingA critical aspect of integrating sales and marketing is the development of buyer personas and unified messaging. It is important for sales and marketing teams to have a clear understanding of the target audience, their needs, and pain points. This information can be used to create buyer personas, which can then guide marketing efforts to ensure that all messaging resonates with the target customers. By developing a unified messaging strategy, sales and marketing teams can ensure consistency across all channels and touchpoints, resulting in a seamless customer experience.Step 4: Align Sales and Marketing MetricsTo effectively integrate sales and marketing, it is essential to align the metrics used by both teams. By tracking and measuring common key performance indicators (KPIs), such as revenue generated, customer acquisition, and customer satisfaction, both teams can monitor their progress towards shared objectives. This will help identify areas that require improvement and provide insight into the effectiveness of various marketing and sales strategies. Regular analysis and review of these metrics will enable both teams to make data-driven decisions and optimize their efforts.Step 5: Invest in Technology and AutomationUtilizing technology and automation tools can significantly enhance the integration of sales and marketing. Implementing a customer relationship management (CRM) system that integrates with marketing automation tools can help capture and track leads throughout the entire sales funnel. This allows both teams to have real-time visibility into the progress ofleads, enabling them to streamline processes and collaborate more effectively. By leveraging technology, companies can automate repetitive tasks, such as lead nurturing and follow-ups, freeing up valuable time for sales and marketing professionals to focus on strategic initiatives.ConclusionIn today's competitive business environment, integrating sales and marketing is critical for sustainable growth and success. By following the five key steps outlined above, organizations can create a unified vision, enhance communication and collaboration, develop buyer personas and unified messaging, align sales and marketing metrics, and invest in technology and automation. By implementing these strategies, companies can foster a seamless integration between sales and marketing, resulting in increased efficiency, improved customer satisfaction, and ultimately, higher revenue generation.Step 6: Implement a Lead Management ProcessA solid lead management process is essential for integrating sales and marketing efforts. Establishing a clear process for lead generation, qualification, and follow-up ensures that both teams are aligned in targeting the right prospects and effectively moving them through the sales funnel. This process should include guidelines for lead handoff from marketing to sales, as well as regular communication and feedback loops between the two teams to address any issues or gaps in the process. By having a well-defined lead management process in place, organizations can maximize their lead conversion rates and improve overall efficiency.Step 7: Foster a Culture of Collaboration and AccountabilityA culture of collaboration and accountability is vital for successful integration between sales and marketing. Encouraging teamwork and cross-functional collaboration helps break down silos and encourages information sharing and idea generation. This can be facilitated by regular team meetings, joint brainstorming sessions, and creating shared goals and targets that both teams are accountable for. Additionally, recognizing and rewarding collaboration and successful integration can further reinforce this culture and motivate employees to work together towards common goals.Step 8: Implement Closed-Loop ReportingClosed-loop reporting involves the feedback loop between sales and marketing, where sales provides information about the outcome of leads generated by marketing efforts. This information enables marketing to assess the performance of their campaigns and adjust their strategies and tactics accordingly. By implementing closed-loop reporting, organizations can gain valuable insights into the effectiveness of marketing activities in generating qualified leads and closing deals. This allows for data-driven decision making and optimization of marketing strategies to improve lead quality and overall sales performance.Step 9: Conduct Joint Training and Skill DevelopmentTo ensure successful integration, it is crucial to invest in joint training and skill development for both sales and marketing teams. By providing training sessions that focus on enhancing cross-functional knowledge and skills, organizations can promote a better understanding of each other's roles, challenges, and objectives. This can include training on customer journey mapping, sales enablement strategies, marketing automation tools, and effective communication techniques. By equipping employees with the necessary knowledge and skills, organizations can foster collaboration and better align sales and marketing efforts.Step 10: Establish Regular Feedback and MeasurementRegular feedback and measurement are essential for continuously improving the integration of sales and marketing. Implementing a system for ongoing feedback between sales and marketing teams allows for open communication, addressing any concerns or issues that may arise. It also provides an opportunity to celebrate successes and achievements together. In addition, regularly measuring the impact of integrated sales and marketing efforts through performance metrics and key performance indicators (KPIs) helps organizations track progress, identify areas for improvement, and optimize strategies and tactics for better outcomes.Step 11: Continuously Adapt to Market ChangesIntegration between sales and marketing should be an ongoing process that adapts to changes in the market and customer preferences. The business landscape is constantly evolving, and organizations need to stay agile and flexible to remain competitive. This requires regularly reviewing and adjusting strategies, messaging, and tactics based on market trends and customer feedback. By staying ahead of market changes and continuously adapting strategies and initiatives, companies can ensure that their sales and marketing efforts are always aligned and effective in driving business growth.ConclusionIntegrating sales and marketing is a crucial step for organizations looking to stay competitive in today's business landscape. By following the step-by-step process outlined in this article, organizations can create a unified vision, enhance communication and collaboration, develop buyer personas and unified messaging, align sales and marketing metrics, invest in technology and automation, implement a lead management process, foster a culture of collaboration and accountability, implement closed-loop reporting, conduct joint training and skill development, establish regular feedback and measurement, and continuously adapt to market changes. By successfully integrating sales and marketing efforts, organizations can achieve improved efficiency, increased customer satisfaction, and ultimately, higher revenue generation.。
整合营销方案英文版
整合营销方案英文版1. Executive Summary2. Situation Analysis2.2 Target AudienceThe primary target audience consists of tech-savvyindividuals aged 18-35, who are early adopters of new technology. The secondary target audience includes individuals aged 35-50, who are looking for reliable and innovative electronic products.3. Objectives3.1 Increase Brand AwarenessThe primary objective is to increase brand awareness by 20% within the target audience segment over the next six months.3.2 Expand Customer BaseThe secondary objective is to attract new customers and grow the customer base by 15% within the target audience segment over the next year.4. Strategies4.1 Content Marketing4.2 Influencer Partnerships4.3 Social Media MarketingIncorporating social media advertising campaigns, such as Facebook, Instagram, and Twitter ads, will increase brand visibility and engage with the target audience. By utilizing various targeting options, the ads will be tailored to reach the specific demographics and interests of the target audience.4.4 Email MarketingImplementing an email marketing campaign to both existing customers and potential leads will keep them engaged and informed about new product launches, promotional offers, and special events. Personalized emails will be sent based on the customer's purchasing behavior and preferences.4.5 Public Relations5. Measurement and Evaluation5.1 Brand AwarenessBrand awareness will be measured through online surveys and pre/post-campaign brand awareness studies to track the increase in brand recognition among the target audience.5.2 Customer Acquisition5.3 Social Media Engagement5.4 Email Marketing EffectivenessEmail open and click-through rates will be tracked to assess the effectiveness of email marketing campaigns. This data willprovide insights into customer engagement and their interest in XYZ products.6. Budget7. Timeline8. Conclusion。
整合渠道营销概述英文版
Overview of Integrated Channel Marketing In today’s highly competitive marketplace, businesses require effective marketing strategies to reach and engage their target audience. One such strategy is integrated channel marketing, which involves the coordination of multiple marketing channels to deliver a cohesive and impactful message across various touchpoints. This document provides an overview of integrated channel marketing, explaining its benefits, key components, and implementation considerations.Introduction to Integrated Channel MarketingIntegrated channel marketing refers to the synchronized use of various marketing channels, such as advertising, social media, email marketing, content marketing, and more, to deliver a consistent brand message and engage customers at different stages of the ir buyer’s journey. By incorporating multiple channels, businesses can increase their reach, improve customer engagement, and enhance the overall effectiveness of their marketing campaigns.Benefits of Integrated Channel Marketing1. Increased Reach and ExposureIntegrated channel marketing allows businesses to connect with a broader audience by leveraging multiple channels. By targeting customers on different platforms, companies can expand their brand’s reach and increase exposure, ultimately reaching more potential customers.2. Consistent Brand MessagingConsistency is crucial in marketing, and integrated channel marketing ensures that the brand message is consistent across various touchpoints. Whether a customer interacts with the brand through social media, email, or advertising, they should receive a unified message that accurately reflects the brand’s values, identity, and offerings.3. Enhanced Customer EngagementBy utilizing multiple channels, businesses can engage customers at various touchpoints throughout their buyer’s journey. A customer might initially discover a brand through social media, engage with their content through email marketing, and make a purchase through the brand’s website. Integrated channel marketing ensures that customers have multiple opportunities to engage with the brand and build a stronger connection.4. Improved Marketing ROIIntegrated channel marketing allows businesses to optimize their marketing budget by allocating resources to the most effective channels. By analyzing data from different channels, companies can identify which channels generate the most leads, conversions, and overall return on investment (ROI). This data-driven approach enables businesses to focus their resources on the channels that deliver the best results.Key Components of Integrated Channel Marketing1. Planning and StrategySuccessful integrated channel marketing begins with a comprehensive plan and strategy. Businesses need to identify their target audience, set clear marketing objectives, define messaging and positioning, and determine which channels are most effective for reaching their target market. The planning phase should also include a timeline, budget allocation, and performance measurement metrics.2. Coordinated MessagingCoordinated messaging is crucial for integrated channel marketing. Businesses must ensure that their brand message is consistent across all channels, aligning with their brand identity, values, and positioning. This coordination requires close collaboration between different marketing teams to align their messaging and ensure a seamless customer experience.3. Multi-channel IntegrationThe success of integrated channel marketing relies on the integration of different marketing channels. This integration involves connecting various channels, such as social media, email, websites, and offline advertising, to provide a cohesive customer journey. The integration should enable smooth transitions between channels, making it easy for customers to interact with the brand across different touchpoints.4. Data Tracking and MeasurementIntegrated channel marketing requires robust data tracking and measurement to evaluate the effectiveness of each channel and campaign. By analyzing key performance indicators (KPIs), such as click-through rates, conversion rates, customer acquisition costs, and customer lifetime value, businesses can make informed decisions and optimize their marketing efforts.Implementation Considerations1. Resource AllocationImplementing integrated channel marketing requires allocation of resources, both in terms of budget and personnel. Businesses need to ensure that they have sufficient resources to execute marketing campaigns across multiple channels effectively.2. Technology and ToolsIntegrated channel marketing often requires the use of various technology platforms and tools. Businesses need to assess their existing infrastructure and determine if additional tools are necessary for seamless integration and effective management of marketing efforts.3. Team CollaborationCollaboration among different marketing teams, such as social media, email marketing, content creation, and advertising, is crucial for successful integrated channel marketing. Regular communication and coordination are essential to ensure consistent messaging and a seamless customer experience.4. Continuous OptimizationIntegrated channel marketing is an iterative process that requires constant monitoring and optimization. Businesses should regularly review their marketing campaigns, analyze data, and make adjustments to improve the overall performance and returns.ConclusionIntegrated channel marketing is a powerful strategy that enables businesses to reach a wider audience, engage customers across multiple touchpoints, and deliver a consistent brand message. By implementing an integrated channel marketing approach, businesses can enhance their marketing effectiveness, improve customer engagement, and maximize their return on investment. However, successful implementation requires careful planning, coordinated messaging, channel integration, data tracking, and continuous optimization.。
整合营销渠道案例英文版
整合营销渠道案例英文版Introduction:In today's digitally-driven world, businesses are constantly seeking innovative ways to reach their target audience. Implementing an integrated marketing channel approach has become crucial for companies looking to connect with consumers across multiple platforms. This case study presents an example of how Company X utilized various marketing channels to expand its consumer reach and achieve significant return on investment (ROI).Company X Background:Company X is a multinational consumer goods company specializing in personal care products. With a diverse range of offerings, including skincare, haircare, and hygiene products, the company has established a strong presence in both local and international markets. However, faced with increasing competition, Company X aimed to further enhance its brand visibility and customer engagement through an integrated marketing channel approach.Step 1: Analyzing Target Audience:To effectively integrate marketing channels, Company X conducted detailed research to understand its target audience. By identifying key demographics, lifestyle preferences, and purchasing behavior, the company gained insights into how to tailor their messaging across various platforms.Step 2: Implementing Digital Marketing Strategies:Company X recognized the importance of digital channels and allocated a significant portion of their marketing budget towards this medium. They revamped their website, ensuring it was visually appealing, user-friendly, and provided seamless navigation for visitors. Additionally, they optimized their website for search engines, improving organic traffic and enhancing their online visibility.Social media platforms were also utilized extensively. Company X created engaging content that resonated with their target audience and aligned with their brand identity. Regular updates on Facebook, Instagram, and Twitter allowed users to interact with the brand, fostering a sense of community and encouraging brand loyalty. Influencer partnerships were employed to extend their reach to a broader network, leveraging the popularity and credibility of these social media personalities.Step 3: Utilizing Content Marketing:Content marketing played a crucial role in Company X's integrated marketing channel approach. They created a company blog that featured informative articles, beauty tips, and product reviews. The blog not only positioned Company X as an industry expert but also established a platform for consumers to interact with the brand. The blog content was thenadapted into email newsletters, fostering personalized communication with their target audience.Step 4: Traditional Advertising Channels:While emphasizing digital marketing, Company X also recognized the significance of traditional advertising channels. They strategically placed print advertisements in leading fashion and beauty magazines, ensuring maximum exposure to their target audience. Additionally, they ran television commercials during peak hours, leveraging the power of visual storytelling to connect with consumers.Step 5: Enhancing Customer Experience:Company X understood that providing a superior customer experience was paramount to building long-term relationships. They optimized their e-commerce platform to ensure a seamless shopping experience, incorporating user-friendly features such as personalized product recommendations and easy checkout processes. Moreover, they offered competitive pricing, loyalty programs, and seasonal promotions to incentivize repeat purchases and encourage brand loyalty.Step 6: Analyzing and Adjusting Strategies:Throughout this integrated marketing channel approach, Company X regularly analyzed the performance of each marketing channel. Key metrics such as website traffic, social media engagement, conversion rates, and customer satisfaction were measured and evaluated. Based on this analysis, adjustments were made to their marketing strategies to optimize return on investment and maximize consumer reach.Results and Benefits:The implementation of the integrated marketing channel approach resulted in significant positive outcomes for Company X. Key results include:1. Increased brand visibility: The revamped digital presence, combined with traditional advertising, enabled Company X to reach a wider audience, boosting brand recognition.2. Improved customer engagement: Through social media interactions, email newsletters, and informative blog posts, Company X established a loyal customer base, driving higher engagement levels.3. Enhanced ROI: By monitoring and adjusting marketing strategies based on performance analytics, Company X was able to optimize their marketing spend, resulting in a higher return on investment.Conclusion:The case study of Company X showcases the power of an integrated marketing channel approach. By effectively utilizing various marketing channels, including digital platforms,content marketing, traditional advertising, and optimized customer experiences, Company X successfully expanded consumer reach, improved brand visibility, and achieved a higher return on investment. This case study serves as an inspiration for businesses seeking to integrate and diversify their marketing efforts to achieve long-term success in an increasingly competitive marketplace.Sure! Here is the continuation of the case study:Step 7: Influencer Partnerships and User-generated Content:In addition to social media marketing, Company X also collaborated with influencers and utilized user-generated content to further expand their reach. They identified influencers whose values and target audience aligned with their brand and product offerings. These influencers created sponsored content featuring Company X's products, which helped to increase brand awareness and generate discussions around the products.Company X also encouraged user-generated content by running contests and campaigns that encouraged customers to share their experiences with the products on social media. This not only created a sense of community but also provided social proof to potential customers, as they could see real people using and endorsing the products.Step 8: Integration of Offline and Online Purchasing Channels:To provide a seamless shopping experience to customers, Company X integrated their offline and online purchasing channels. They optimized their e-commerce platform to allow customers to easily browse products, view detailed product information, and make purchases online. Additionally, they implemented a click-and-collect option, where customers could order products online and pick them up from their nearest brick-and-mortar store. This integration allowed customers to choose a convenient purchasing method while ensuring a consistent brand experience.Step 9: Personalized Marketing:To enhance customer engagement and encourage repeat purchases, Company X implemented personalized marketing strategies. They analyzed customer data, including past purchases and browsing behavior, to create personalized product recommendations and offers. By tailoring their messaging and promotions based on individual customer preferences, Company X was able to create a more targeted and relevant marketing approach, leading to higher customer satisfaction and increased conversion rates.Step 10: Continuous Monitoring and Improvement:Company X understood that the success of their integrated marketing channel approach relied on continuous monitoring and improvement. They regularly analyzed key performance indicators such as website traffic, conversion rates, customer feedback, and sales data to identify areas for improvement. By tracking the effectiveness of each marketing channel, they could make data-driven decisions to optimize their marketing efforts and allocate resources more effectively.Benefits and Results:1. Increased Customer Acquisition and Retention:By implementing an integrated marketing channel approach, Company X was able to effectively reach their target audience and acquire new customers. The personalized marketing strategies and enhanced customer experiences also contributed to customer retention, as customers felt valued and were more likely to continue purchasing from the brand.2. Enhanced Brand Reputation and Trust:The diverse marketing channels used by Company X allowed them to create a consistent and strong brand presence. With the help of influencers and user-generated content, they were able to build trust and credibility. Customers felt more confident in their purchasing decisions knowing that the products were recommended by influencers or endorsed by other customers.3. Improved ROI:Due to the integration and optimization of marketing efforts, Company X achieved a higher return on investment. By monitoring and adjusting strategies based on performance analytics, they were able to allocate resources more effectively, reducing wasted spend and maximizing the impact of their marketing efforts.4. Competitive Advantage:By implementing an integrated marketing channel approach, Company X gained a competitive advantage over their competitors. They were able to reach a wider audience, engage customers across multiple platforms, and provide a seamless and personalized customer experience, all of which contributed to their overall success in the market.Conclusion:The case study of Company X demonstrates the importance of adopting an integrated marketing channel approach. By implementing a combination of digital marketing strategies, traditional advertising channels, personalized marketing techniques, and enhanced customer experiences, Company X was able to expand their consumer reach, improve brand visibility, and achieve a higher return on investment.This case study serves as a reminder to businesses that integrating and optimizing marketing efforts across various channels can lead to a significant impact on their bottom line. By understanding their target audience, implementing effective marketing strategies, and continuously monitoring and adjusting their approach, companies can position themselves for long-term success in today's competitive marketplace.Implementing an integrated marketing channel approach is not a one-time effort, but an ongoing process that requires commitment and adaptability. As consumer behavior and preferences evolve, companies must remain agile and be willing to experiment with different marketing channels to maximize their reach and engagement with their target audience.。
欧赛斯USFC专业服务品牌包装市场整合营销方案英文
中国奢侈品服务风向标
Branding Needs
USFC need to find the right brand name (a name need to fit into local culture and be trustworthy, reducing the ideology color), A Clear Brand Concept (know what the brand is , and what benefits it will bring), A Well
Insights
Phase III legacy business district
COOPER fitness center and medical clinic
ROSEWOOD COURT office building
PRESIDIO mixed development project
No. 300 West St.
Truck
Computer
Auto
Jeans
Business-to-business
Business-to-consumer
Symbolic & Recognizable！
From Your Client’s Angle
中国奢侈品服务风向标
Find the right direction Use the right method Good effect
USFC Brand Marketing Proposal
1
Understand Client Needs
2
Build Brand Concept
3
Brand Promotion
4
整合营销方案英文版(终审稿)
整合营销方案英文版 Pleasure Group Office【T985AB-B866SYT-B182C-BS682T-STT18】IMC Plan Outline?1.Executive Summary2.Problem Statement3.Situation Analysisa.SWOTi.Strengths of the organizationii.Weaknesses of the organizationiii.Opportunities in the environment ., demographics, political,legal, technological, social, cultural, economic, ecological)iv.Threats in the environment (same list as #3 above)b.Market and Consumer Behavior Analysispetitive Analysisd.Product Analysis4.Target Market(s) and Audience(s)5.Objectivesa.Marketing objectivesb.IMC objectivesc.Media objectives6.Strategies and programsa.Marketing strategiesb.IMC strategies and programsi.Elements of the IMC mixii.Copy platformiii.Creative strategies and executionsc.Media strategies7.Evaluation (pre- and/or post-testing of efforts)8.Budget (< $1000)9.Appendicesa.Researchb. Creative execution ., storyboards, media kits, videos, websites)The Integrated Marketing Communication (IMC) Plan Explanation An understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day. Given an understanding of marketing and how important integration is in a marketing program, you and your group members can put together an IMC plan that will overwhelm the client. In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept. Consumers’ wa nts and needs ., donors and publics) should always be the main focus of the program. To lose this focus means that the program, although creative or award-winning, will sell no product or service. There are numerous ways to develop an IMC campaign, just as on a directional map there are many routes to the desired destination. There are no perfect outlines to fit every IMC manager’s needs. The flowchart on Page 3 offers some direction.Organization Mission and VisionAn organization’s mission statement tells why the organization is in operation or in business, the raison d’etre, if you will. You need to understand this before embarking on the creation of an IMC plan since it will intimately affect the solution you recommend. An organization will feel uncomfortable with what you recommend if it is inconsistent with their stated mission. The vision statement of an organization captures the picture of where the organization sees itself in the future. This is an “idealized organizational self.” This will also intimately affect the solution you recommend because it involves everyone’s input to insure to develop what the organization thinks it wants to provide to its market and customers. The vision instills a goal. It creates excitement and teamwork among those affected by it.Situational AnalysisThe IMC situational analysis provides a history of the IMC functions and an assessment of the environment in which the IMC professionals must work. Several factors must be considered in the situational analysis. The company or organization for which the IMC plan is being created must be analyzed. The environment in which this organization operates must be understood and detailed. A market and consumer behavior analysis must be completed. Further, you must understand the competitivelandscape. Finally, a product or service history and evaluation should be included.SWOT. The strengths and weaknesses of an organization revolve around resources such as: sales and profitability, mission and vision, organization’s orientation ., risk-taking vs. conservative), finances, technology, human resources, market share, and sales trends. The opportunities and threats in an environment are those forces ., demographics, political, legal, technological, social, cultural, economic, and ecological) that may affect the organization and its IMC execution. We will discuss the secondary and primary sources that you may wish to consult for this section.Market and consumer behavior analysis. This analysis is undertaken to help the IMC professional understand which market areas are key. The data gathered here will also help provide you and your group members with information that facilitates IMC and mediaplanning. Geographics and indexing are popular analyses in the market analysis section of the plan. Two critical sources for you as planners include Sales and Marketing Management’s Survey of Buying Power,which is in physical format at the CSUF library; and, Mediamark Research, Inc. (MRI), which CSUF has added to its online resources.In addition, you will need to complete consumer behavior analysis on the current users (and these could be multiple constituencies). It is necessary to understand who, what, how, when, and why consumers buy/use an organization’s product or service. You should be able to draw a picture of the typical user or customer in order to turn your IMC plan into reality. In comparing the profile with the market that exists in aggregate, you may also find some market opportunities for growth. In this section, you should provide detailed analysis of the potential consumer(s) using demographics . Census, etc.), psychographics (Claritas, VALS, MRI, etc.), geodemographics . Census, FirstGov, etc.), and behavioristics (organization’s database, MRI, etc).Competitive analysis. You need to know who the competition is. Further, you need to know how, why, and when the competition will respond to changes in IMC tactics and executions. This analysis should examine both direct and indirect competition, with an emphasis on direct competition. The following list should help to generate a comprehensive analysis:1. Direct competition2. Indirect competition3. IMC strengths and weaknesses4. A history of IMC themes used by the competition (including current theme)5. IMC effectiveness6. A history of competitive IMC expenditures7. Hard data on the effectiveness of all past and current IMC programs developed andexecuted by the competition8. Strengths and weaknesses of competitive products, brands, lines, etc.9. Indications of the acceptance by the trade of any IMC programs, both current and pastmedia placement practices by the main competitorsResources that are generally helpful include: Dun & Bradstreet, The Encyclopedia of Associations, The Thomas Register, the . Bureau of the Census, Statistical Abstract of the ., County Business Patterns, etc. Product or service history evaluation. This section should answer the question, “What do the consumers want and/or need” Much data may be found within the organization itself. You need to examine the marketing plan and see how all of the marketing elements fit together, and how value is delivered to the consumer. An effective product analysis will examine:1. Product or service background2. Current problems facing the product, brand, or service3. Past IMC or advertising themes4. Past IMC budgets5. Past to present media spending6. Current slogan, tag line, copy position, and so on.In addition, you need to thoroughly evaluate the quality of the product, the benefits offered by the product, and its need and want satisfiers. You will need to examine if there have been additions or deletions to the product or service in recent years. Has the organization developed new markets, or found new applications or uses for their product How do channel intermediaries feel about the product Is distribution effective Is the brand name well known What problems do consumers see with the product What are the product’s unique benefits or features How does the organization differentiate its product from the competitions’ products How do consumers perceive the productIn other words, what is the brand identity and personalityThe culmination of the situation analysis should be a further definition of the target market and audience.ObjectivesObjectives are simply goals, things that need to be accomplished, and milestones that need to be reached. Marketing objectives are usually stated in quantitative terms such as sales, profits, market share, or margins and they affect the IMC objectives, which are usually stated in more qualitative terms (this does not mean that they are not measured quantitatively—it’s just that they are precursors to achieving marketing objectives). IMC objectives are usually such things as increasing awareness, changing beliefs or perceptions, changing or reinforcing image, positioning an organization vis-à-vis the competition, increasing desire, or facilitating action (a purchaseor behavioral change). Media objectives state the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: measurability, quantifiability, realism, time-specificity.StrategiesStrategies are pathways to achieve the goals. Every good marketing strategy is comprised of an identification of a target market and the pathway to this market. IMC strategies identify the audience and how to reach this audience. IMC strategies must detail a copy platform (to be discussed in class—but briefly, this details the target audience, primary competition, reasons to purchase, and a consumer promise). Media strategies must detail your selection of media vehicles and a schedule that reflects your efforts to reach your target audience.TacticsTactics are the executionable aspects of the campaign ., who’s going to do what, when, how, etc.).EvaluationThe plan must have a section on how the IMC campaign is to be evaluated. The evaluative procedure should refer back to the objectives and indicate how they were achieved. Evaluation measures are both pre- and post-test in nature and include copy testing, concept tests, tracking,etc. Clients want some return on their IMC investment, so you must be able to show how the campaign will accomplish the desired ends.BudgetYou need to establish what amount of money will be needed to achieve the IMC objectives. Of course, the client may rein in your spending.。
整合营销方案英文版.pptx
iv. Threats in the environment (same list as #3 above)
a. Market and Consumer Behavior Analysis b. Competitive Analysis c. Product Analysis 1. Target Market(s) and Audience(s) 2. Objectives a. Marketing objectives b. IMC objectives c. Media objectives 3. Strategies and programs a. Marketing strategies b. IMC strategies and programs
i. Elements of the IMC mix ii. Copy platform iii. Creative strategies and executions
c. Media strategies 4.Evaluation (pre- and/or post-testing of efforts) 8. Budget (< $1000) 9. Appendices
IMC Plan Outline
1. Execቤተ መጻሕፍቲ ባይዱtive Summary 2. Problem Statement 3. Situation Analysis
a. SWOT
i. Strengths of the organization ii. Weaknesses of the organization iii.Opportunities in the environment (e.g., demographics, political,
雅诗兰黛新品上市媒体整合营销方案(英文版)
02 Paid Media Platforms
Paid Media Platforms
A . Beauty / Lifestyle / Website Print BMe. dMiainstream TV / Video / Website Media C . Beauty / Lifestyle / Fashion Popular Social Media Accounts D . Beauty / Lifestyle / Fashion Influencer Wechat & Weibo Account F . Mainstream Print Media Wechat Accounts
Time –Sep 2016 Location – Beijing Attendee – Local Media , Beauty & Lifestyle Influencers Format – An totally unprecedented & digitized Beauty - Shopping Experience
Paid Platforms
LIVE BROADCAST BEAUTY INFLUENCERS
Gimmick – invite the most popular influencers live broadcast the opening event via APP.
Function – To spread the information lively toward target audience and spark their interest to Velocity , finally create the social buzz.
share - Share the ESTEE LAUDER style makeup
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IMC Program Elements
Marketing Strategies
IMC Objectives
Marketing Objectives
Media Objectives
Evaluation
Budget
Personal Selling
Sales Promotion
PR/Publicity
OrganizationMissionand Vision
An organization’smission statementtells why the organization is in operation or in business, theraison d’etre, if you will.You need to understand this before embarking on the creation of an IMC plan since it will intimately affect the solution you recommend.An organization will feel uncomfortable with what you recommend if it is inconsistent with their stated mission.Thevision statementof an organization captures the picture of where the organization sees itself in the future.This is an “idealized organizational self.”This will also intimately affect the solution you recommend because it involves everyone’s input to insure to develop what the organization thinks it wants to provide to its market and customers.The vision instills a goal.It creates excitement and teamwork among those affected by it.
8.Budget (< $1000)
9.Appendices
c.Research
b.Creative execution (e.g., storyboards, media kits, videos, websites)
The Integrated Marketing Communication (IMC) Plan Explanation
legal, technological, social, cultural, economic, ecological)
iv.Threats in the environment (same list as #3 above)
b.Market and Consumer Behavior Analysis
In addition, you will need to complete consumer behavior analysis on the current users (and these could be multiple constituencies).It is necessary to understand who, what, how, when, and why consumers buy/use an organization’s product or service.You should be able to draw a picture of the typical user or customer in order to turn your IMC plan into reality.In comparing the profile with the market that exists in aggregate, you may also find some market opportunities for growth.In this section, you should provide detailed analysis of the potential consumer(s) using demographics (U.S. Census, etc.), psychographics (Claritas, VALS, MRI, etc.), geodemographics (U.S. Census, FirstGov, etc.), and behavioristics (organization’s database, MRI, etc).
Situational Analysis
The IMC situational analysis provides a history of the IMC functions and an assessment of the environment in which the IMC professionals must work.Several factors must be considered in the situational analysis.The company or organization for which the IMC plan is being created must be analyzed.The environment in which this organization operates must be understood and detailed.A market and consumer behavior analysis must be completed.Further, you must understand the competitive landscape.Finally, a product or service history and evaluation should be included.
An understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day.Given an understanding of marketing and how important integration is in a marketing program, you and your group members can put together an IMC plan that will overwhelm the client.In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept.Consumers’ wants and needs (i.e., donors and publics) should always be the main focus of the program.To lose this focus means that the program, although creative or award-winning, will sell no product or service.There are numerous ways to develop an IMC campaign, just as on a directional map there are many routes to the desired destination.There are no perfect outlines to fit every IMC manager’s needs. The flowchart on Page 3 offers some direction.
b.Marketing strategies
c.IMC strategies and programs
i.Elements of the IMC mix
ii.Copy platform
iii.Creative strategies and executions
c.Media strategies
7.Evaluation (pre- and/or post-testing of efforts)
IMC Plan Outline
1.Executive Summary
2.Problem Statement
3.Situation Analysis
a.SWOT
i.Strengths nesses of the organization
iii.Opportunities in the environment (e.g., demographics, political,
petitive Analysis
d.Product Analysis
4.Target Market(s) and Audience(s)
5.Objectives
b.Marketing objectives
c.IMC objectives
d.Media objectives
6.Strategies and programs
SWOT.The strengths and weaknesses of an organization revolve around resources such as:sales and profitability, mission and vision, organization’s orientation (e.g., risk-taking vs. conservative), finances, technology, human resources, market share, and sales trends.The opportunities and threats in an environment are those forces (e.g., demographics, political, legal, technological, social, cultural, economic, and ecological) that may affect the organization and its IMC execution.We will discuss the secondary and primary sources that you may wish to consult for this section.