Downloaded 48 times
Uploaded byMorteza Javadinia Azari
AMC presentation
The document outlines a marketing communication strategy for AMC, a company established in Germany in 1962, focusing on healthy living products and direct selling. It includes a SWOT analysis and outlines the objectives and strategies aimed at targeting the millennial demographic (DINKs) to rejuvenate the brand and enhance product awareness through innovative promotional campaigns. The campaign budget totals 12,095 CHF, with an evaluation plan based on key performance metrics such as awareness, knowledge, and customer bookings.
More Related Content
Similar to AMC presentation
AMC presentation
- 1. By Delphine Dubuis, MortezaJavadinia Azari, Minnie Silfverberg, Sebastian Knebel, Bettina Maatz, Alesia Kabutkina Integrated Marketing Communication Prof. Albert Caruana
- 2. Agenda AMC Presentation Situation Analysis – SWOT and Five Forces Objective and Strategy The Task The Campaign The Tools Direct Selling Budget and Evaluation Timeline
- 3. Eat better, Livebetter AMC Presentation
- 4. Key Data ofCompany AMC Presentation • Founded 1962 in Germany, active in 35 countries • HQ in Switzerland • Current segment • Sophisticated direct selling system • High quality product (30 yrs. guarantee on product, incl. support and education of customer) • First mover & technological innovation Core strengths
- 5. Strengths 1) 30 yrs.guarantee on product, incl. support and education of customer 2) Direct marketing: direct selling 3) HQ in Switzerland 4) High quality product and healthy food 5) First Mover Weaknesses 1) Premium Price 2) High involvement product that requires change in behavior 3) Current segment becomes obsolete 4) Homepage variety (International): risk of online confusion Opportunities 1) Trend to healthy lifestyle 2) Trend to attribute healing/rejuvenating qualities to food 3) Growing segment of DINKs 4) Access to emerging market in middle east O3 + S5: Seek position as (Communicative) first mover within the growing DINK segment O1+O2+W1+W2: Trends of healthy life may increase willingness to spend and willingness to learn for that cause O4+W1: For affluent DINKs weakness of having a premium price is neglect able O3+W3” DINKs segment is growing and can complement current segment Threats 1) Online media 2) Substitutes 3) Convenience food 4) “Crisis” : Potential price sensitivity of consumers T2+T4+S1+S5: Use potential substitutes in communication to create awareness and interest by innovatively market the profound changers and AMC set cause in people’s life and emphasize the long-term investment such a purchase is. T1+W2: High involvement consumption triggers high amount of information search in the internet Content people encounter not controllable. In the long run we need to face online communication Situation Analysis SWOT
- 6. High premium price High Time Convenience food Low Threatof new Entrants Bargaining power of suppliers Threat of Substitutes Bargaining power of consumers Internal rivalry Situation Analysis Five Forces low Low
- 7. Objective and Strategy Segment TheDINKs The Mantra We want to help DINKs “healthening” their lives Objective We want to create awareness for our product by holding on to the tradition of premium product, But rejuvenate and reviving the brand to hit on new segment Strategy Initiate direct selling in new segment. We want to create salience through imagery and feelings. Further on we want to entertain the segment by promoting our product
- 8.
- 9. The Campaign Build infrastructure forfuture campaigns Reach target at way to work and at hobby Create Curiosity Create information motivation Connect and channel campaign to booking page Transfer product benefits into the segment “I got the pan”
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17. Budget and Evaluation o BillboardsCosts 10,485 CHF o Posters Costs 250 CHF o Beverage Coaster 1,042 CHF o Website 240 CHF Budgeted Marketing Campaign 12,095 CHF
- 18. Exposure to 38.096indiviudal of the target group 90% Awareness (34.287) 70% Knowledge (24.001) 40% Liking (9601) 25% Preference (2400) 20% Conviction (480) 5% Booking of an "AMC Party experience" (24) Pyramid of Communication Effects Evaluation AIDA Lavidge Steiner Model
- 19. Timeline 8 Phase Implementation • ActivateWebpage • Send out beverage coaster • Billboard Campaign • Poster campaign Phase Evaluation • Monitor new bookings • Evaluate DINK response • Evaluate Sales • Decide on effectiveness/efficiency of campaign Future Outlook • Create online Community If our objectives are reached, a new IMC program to build up the online community is designed. 1 2 3 4 5 6 7 Weeks Activity 9 etc.
- 20. Thank you foryour attention …
Editor's Notes
- #4 http://www.youtube.com/watch?v=7TnFP0j2EdI
- #5 Just click on the pan to play Video
- #7 Please Someone feel it , better of alessia do it as she wrote this part
- #8 Segment : The DINK’sThe Mantra: We want to help DINKS “healthening” their lives.Objective: We want to create awareness for our product by holding on to the tradition of premium product, BUT rejuvenate and reviving the brand to hit on a new segment.Strategy: Initiate direct selling in new segment. We want to create salience through imagery and feelings. Further on we want to entertain the segment by promoting our product.
- #16 Who likes the cup ?
- #17 http://www.youtube.com/watch?v=2_ZE8KBAkjM