Guidelines for IMC Project

The purpose of this project is to provide the students with an opportunity to

integrate the concept of Integrated Marketing Communication to the
development of a real world experience in the Indian Environment.
The class has been divided into 10 groups. Each group will be allotted a
product and will undertake a situation analysis and then create an IMC plan
for the same.

PART 1
Industry/Competitive Analysis
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The industry should be reviewed for last five years to understand the trends
in terms of growth and innovations, if any.
The forecast then has to be done for at least three years only for your product
category stating why you are taking the growth.
Market share of Top Five players in the last two years should then be carried
out to understand the leader, challenger and follower.

Brand Image, Logo and Packaging

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Comment on the brand name and logo in terms of how it is recognizable,

familiarity and emotions raised by the same.
Conduct a word association for the brand with an animal, colour, instrument.
Review the packaging in terms of brand recognition and other areas..

Consumer Purchase Process

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What problem is your product/service solving?

What is the recognizable need or want?
Evaluate the information search and evaluation of alternatives
What values and beliefs do the customers hold about your brand?

Competitive Analysis
o

Review the communication strategies of at least three main competitors

Communication Analysis
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Review the firms current communication.

PART 2
New Product Launch
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The group should decide to launch a new variant to fulfil unmet needs or
replace a weak variant.

Segmentation Targeting and Positioning

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Describe your target market in a paragraph in terms of demographics,

psychographics, geographic, benefits and usage.
Describe the positioning statement for the variant in terms of product
attributes, use or application, price or quality, cultural symbol and the reasons
for the same.

Objectives

These should cover two out of brand awareness, increase category demand,
change customer beliefs and attitudes, enhance purchase actions, enhance
firm image, increase market share or reinforce purchase decisions.

Creative Strategy
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Appeals to be used and reasons in line with the consumer purchase process
and the objectives

Media Plan and Strategy

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Break down the advertising budget into media and scheduling based on the
objectives. Please cover mass media and support media

Sales Promotion
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This should cover trade oriented as well as customer oriented schemes

Direct Marketing
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Decision on budget and methodology

Internet and Interactive Media

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This has to be used in your campaign.

Public Relations
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Identify the support required for this activity

Alternate Marketing
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Utilise
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one of the following:

Buzz marketing
Guerrilla marketing
Lifestyle marketing
Product placement
Experiential marketing
Branded entertainment

The final plan will start with a one page Executive Summary which can only be
prepared when the two parts are ready. It will also provide an idea of the period in
which the desired objectives will be met. The final document should be a minimum of
24 pages and a maximum of 32 pages exclusive of the cover page,
acknowledgements and Annexures. The preferable font is Arial or Calibri (11 size)
with single spacing.
All groups will be making power point presentations in the last three sessions. The
presentation will be of 15 minutes with 10 minutes of question answers.
Deadline:

Total Marks

Part I Beginning of Session 7

Part II Beginning of Session 14
FINAL Beginning of Session 18
25 (5+5+7+8)